CAMPAIGN MEDIA AWARDS 1998: The Reader’s Digest Award - Best Use of Press - Blockbuster UK

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

Blockbuster UK, Romeo & Juliet The film, starring Leonardo di Caprio, was a box-office hit, so it was highly likely to be a popular video to rent. It already had heavy support across broadcast media from the distributor, Fox, so this provided an opportunity for Blockbuster to hit a target of young trendies - an audience it is keen to build. The answer was a playful campaign designed to run on lonely hearts and problem pages, which could get to this difficult-to-reach target audience on a low budget.

Blockbuster UK, Romeo & Juliet The film, starring Leonardo di

Caprio, was a box-office hit, so it was highly likely to be a popular

video to rent. It already had heavy support across broadcast media from

the distributor, Fox, so this provided an opportunity for Blockbuster to

hit a target of young trendies - an audience it is keen to build. The

answer was a playful campaign designed to run on lonely hearts and

problem pages, which could get to this difficult-to-reach target

audience on a low budget.



Wallis, dress to kill



The media plan used print ads, but only in a handful of carefully

researched core titles, supported by ads in shop windows, on carrier

bags and postcards. A cover-mounted discount card and eight-page

gatefold in Cosmopolitan completed the plan.



Virgin Atlantic, Eurostar ticket offer



The Virgin Upper Class offer was promoted by running a full-page colour

ad - initially in business weeklies - with an envelope containing two

spoof ’tickets’.



WINNER



Title: Blockbuster UK, Romeo & Juliet



Media Agency: Media Solutions Group



Planning Director: Graham Hawkey-Smith



Account Director/Media Planner: Michael Aneto



Creative Agency: TBWA GGT Simons Palmer



Creative Director: Jim Thornton



Account Director: Graham Christie



Account Planner: Neil Amor



Client: Blockbuster UK



Brand/Product: Romeo & Juliet video release



Marketing Director: Siobhan Chatburn



Media/Brand Manager: Piers Skinner



COMMENDATION



Title: Wallis, dress to kill



Media Agency: Motive Communications



Media Director: Steve Clark



Media Manager: Jayne Potter



Creative Agency: Bartle Bogle Hegarty



Creative Director: John Hegarty



Account Director: Steve Kershaw



Account Planner: Shazia Brawley



Client: Wallis



Brand/Product: Wallis



COMMENDATION



Title: Virgin Atlantic, Eurostar ticket offer



Media Agency: Manning Gottlieb Media



Media Director: Colin Gottlieb



Media Manager: Heather Scanlan



Creative Agency: Rainey Kelly Campbell Roalfe



Creative Director: Robert Campbell



Account Director: Judy Mitchem



Account Planner: Andy Nairn



Client: Virgin Atlantic Airways



Brand/Product:Upper Class



General Manager Marketing: Alison Copus



Media/Brand Manager: Breda Bubear.



This article was first published on campaignlive.co.uk

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