Media Awards 2004: Best Fashion, Beauty and Healthcare Campaign

campaignlive.co.uk, Friday, 26 November 2004 12:00AM

WINNER

Title: Aussie Hair Care

Media agency: ZenithOptimedia

Media director: Nadine Young

Account director: Chris Pyne

Brand manager: Vasso Petrou

Client: Procter & Gamble

Brand/product: Aussie Haircare - 3-minute miracle

Assistant brand manager: Michael Inpong

To get its "3-minute miracle" into the hands of the young and trendy, ZenithOptimedia chose interactive posters armed with Hypertag - technology that allows information to be zapped from the posters to mobile phones, via infra-red. Consumers were offered the chance to win a trip to Australia, driven to a website via text and offered a free sample. Promotional actors showed people how to interact with the posters and the campaign was backed by online advertising. In total, there were 95,000 visits to the Aussie website.

COMMENDATION

Title: Dorothy Perkins & New Woman

Media owner/planner: Emap Advertising

Head of creative solutions: Lucy Wheeler

Client: Dorothy Perkins

Brand/product: Dorothy Perkins

Marketing manager: Louise Taylor

A genuine case of media owner turning media planner, New Woman struck a first-time relationship with Dorothy Perkins by convincing the fashion retailer to use a celebrity for a one-off promotion - a media first. New Woman chose Rachel Hunter and, after much negotiation with Hunter's management and Arcadia's owner, Philip Green, a deal was signed: the model appeared in an advertorial and the photographs were used in Dorothy Perkins stores nationwide , at no extra charge to the client. The deal also led to a one-page story in the Daily Mail.

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

Most viewed

Most commented