CAMPAIGN MEDIA AWARDS 2000: THE CARLTON AWARD - Best Use of Television and/or Cinema - Winner: No Kangoo. No can do
campaignlive.co.uk, Friday, 01 December 2000 12:00AM
Title: No Kangoo. No can do
Media Agency: Optimedia
Media Director: Greg Grimmer
Group Director: John Antoniades
Creative Agency: Publicis
Creative Director: Gerry Moira
Account Director: Tim Grace-McDonald
Account Planners: Lucas Jones, Natalie Fellowes
Client: Renault UK
Brand/Product: Renault Kangoo
Marketing Director: Tim Mack
Media Agency: MediaCom TMB
Board Account Director: Fraser Riddell
Account Directors/Media Planners: Fraser Riddell, Steve Guddis
Creative Agency: Bates UK
Account Director: Barry Burke
Client: Roche Consumer Health
Marketing Director: Andy Wines
RENAULT - NO KANGOO. NO CAN DO
Optimedia faced the challenge of devising a media strategy that would sell 2,000 Renault Kangoos over 12 months without the aid of an above-the-line advertising budget.
Given competition in the marketplace for compact people carriers, it was decided that the focus should be on creating a personality for the brand.
Optimedia set out to find a media property that was fun, clever, versatile and accommodating - all Kangoo's brand attributes - and chose Channel 4's The Big Breakfast.
A week-long competition was devised in which one winner would win five cars - one for themselves and four for family and friends. All those who called in to enter were offered a test-drive. The sales target was met within six months and the brand received 60 minutes of on-air promotion - equivalent to pounds 1.1 million in airtime value.
MediaCom TMB set out to research the causes of indigestion and established that more than 80 per cent occurs within two hours of eating. The agency then researched when the UK population eats and adapted its media strategy to hit people when they were suffering. The resulting sales uplift was three times greater than any achieved in the past seven years, on a reduced ad budget.
This article was first published on campaignlive.co.uk
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