CAMPAIGN MEDIA AWARDS 1998: The Channel 4 Award - Best Use of Television and/or Cinema - Brita

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

Brita

Brita



The first national TV campaign for Brita water filters needed to reach

the UK housewife, who already views 12 hours of ads a month on

average.



Media buying was influenced by focus groups which identified moments

when the audience was either gasping for a cuppa but unwilling to leave

the TV, or poised to get up to make a cup. Ads were placed in centre

breaks of certain programmes and then end breaks. An econometric model

was designed so that local stockists could prepare for any increase in

orders.



NASDAQ



The world’s second-largest stock market launched in the UK using TV

only, focusing on just three regions and two programme types plus News

at Ten, with topping and tailing, to reach a discerning audience.



POLAROID, LIVE FOR THE MOMENT



The campaign, designed to rejuvenate the brand, ran in a number of

countries at those moments before young people go out - primarily

towards the weekend and in the early evening.



WINNER



Title: Brita, doubling sales



Media Agency: The Media Business Group



Media Director: Sue Unerman



Media Group Manager: Sabin Brooks



Creative Agency: Da Costa & Co



Creative Director: Nick Da Costa



Account Director: Nick Sennett



Account Planner: Nick Hudson



Client: Brita Water Filters UK



Product: Brita jug water filters



Marketing Director: Anna Gilbert



Media/Brand Manager: Jo Spencer



COMMENDATION



Title: Nasdaq



Media Agency: Mediapolis



Managing Partner: Russell Boyman


Account Director/Media Planner: Martyn Rees, Chris Eagle



Creative Agencies: MVBMS Euro RSCG (New York)/Euro RSCG Wnek Gosper



Creative Directors: Jim Durfee (MVBMS Euro RSCG), Mark Wnek (Euro RSCG

Wnek Gosper)



Account Director: Larry Dexheimer



Account Manager: Spencer Osborn



Client: Nasdaq UK



Brand: Nasdaq Stock Exchange



Marketing Director: Maggie Kelly



Media/Brand Manager: Judith Lacey



COMMENDATION



Title: Polaroid, live for the moment



Media Agency: Motive Communications



Media Director: Iain Jacob



International Media Manager: Xuan Le



Creative Agency: Bartle Bogle Hegarty



Creative Director: John Hegarty



Account Director: Ali Diamond



Account Planner: Karen Hand



Client: Polaroid



Product: Polaroid film and cameras



Marketing Director, Europe: Peter Brown.



This article was first published on campaignlive.co.uk

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