CAMPAIGN MEDIA AWARDS 2003: The News Group Newspapers Award - Best Retail and Home Shopping Campaign

campaignlive.co.uk, Friday, 28 November 2003 12:00AM

WINNER Title: Launch and Rollout Media agency: BrandConnection Media director: Adam Clark Account manager: Sarah Hazlehurst Creative agency: Heresy Creative director: Shaun Mcilrath Account director: Emily Fox Account planner: Roger McKerr Client: Ocado Brand/product: Ocado Marketing director (head of customer acquisitions): Claire Harper

"The role of media has been absolutely critical in achieving our customer targets," Ocado's head of customer acquisition and PR, Claire Harper, said. The launch of Waitrose's grocery delivery service involved first assessing the potential of a delivery area. Working parents who spend £100 a week on groceries were identified then "hotspots" mapped of potential customers. Posters were bought in these areas supporting sampling, tube panels, door drops, local press and radio, posters and e-mails to interested consumers.

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Title: WH Smith Education Books

Media agency: Starcom Motive

Media director: Will Phipps

Creative agency: Abbott Mead Vickers BBDO

Creative director: Kate Howe

Client: WH Smith

Brand/product: Education Books

Marketing director: Nigel Leahy

Media/brand manager: Kelly Woodrow

WH Smith identified the top decks and backseats of buses as "teenage zones" - the most appropriate areas to reach groups of school children. A deal was brokered with Viacom allowing WH Smith to buy these specific sites and savings were made equivalent to four weeks of free media activity.

Sales of WH Smith's revision guides grew by 23 per cent year on year in the first week of the campaign and 21 per cent over the first four-week period.

This article was first published on campaignlive.co.uk

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