CAMPAIGN MEDIA AWARDS 1998: The Times Newspapers Award - Best Sponsorship - Nicotinell

campaignlive.co.uk, Friday, 27 November 1998 12:00AM

NICOTINELL

NICOTINELL



The campaign set out to maintain brand awareness among London smokers

who might want to give up. The Underground was chosen as an environment

where smokers would react to the brand’s presence as a friend and a

sympathetic message was attached to the ’No smoking’ signs, which are

found every four to five metres. This made for 3,300 Nicotinell messages

in all. They reached one million commuters each day and proved popular

because of their supportive and non-preaching tone. They have also been

replicated as pharmacy stickers.



EQUITABLE LIFE, Things to come



Designed to appeal to the cleverer-than-average consumer, the campaign

included the first fully advertiser-funded series, beginning with a live

TV debate on Channel 4.



THE PEPSI CHART on 5



Pepsi’s ground-breaking programme-funding sponsorship of the Pepsi Chart

on Channel 5 complemented the Pepsi Chart radio show and was supported

with various marketing initiatives.



WINNER



Title: Nicotinell



Media Agency: MediaCom



Media Director: Jane Ratcliffe



Media Manager: Luca Margarito



Creative Agency: Mellors Reay & Partners



Creative Director: Tim Mellors



Account Director: Jason Dorin



Client: Novartis Consumer Health



Brand/Product: Nicotinell



Marketing Director: Lars Persson



COMMENDATION



Title: Equitable Life, Things to come



Media Agency: Drum PHD



Executive Chairman: Tess Alps



Account Director/Media Planner: Laura James (New PHD)



Creative Resource: Illuminations TV



Producer: Linda Zuck



Director: Andrew Chitty



Client: Equitable Life



Brand/Product: Corporate



Media/Brand Manager: Nick Cook



COMMENDATION



Title: The Pepsi Chart on 5



Music Marketing Specialist: Broadcast Innovations



Managing Director: Robert Dodds



Account Director: Andy Woodford



Client: Pepsi-Cola UK



Brand/Product: Pepsi



Marketing Director: Simon Lowden



Media/Brand Manager: Paul Birkett.



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