CAMPAIGN MEDIA AWARDS 1998: Best Use of Mixed Media - Avanti, the relaunch of sex

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

Avanti, the relaunch of sex.

Avanti, the relaunch of sex.



Traditionally, condom advertising is focused around sex. The premium

positioning and price of these condoms led to the strategy of appealing

to a more affluent and discerning audience that is in search of a

superior lifestyle. So, media included postcards in top restaurants,

arts/cultural review sections, internet banner ads on appropriate sites,

interior taxi panels, style and lifestyle sections in magazines and

sampling activity in exclusive retail outlets.



BOOTS 17 COSMETICS



Designed to appeal to media-literate and sceptical teenagers, the media

plan included affiliations with the Avengers movie, sponsorship of the

Big Breakfast’s ’find me a model’ and relevant outdoor - including

washrooms.



STELLA ARTOIS, MOVIES THAT MATTER



The need to maintain Stella’s reassuringly expensive image inspired a

focus on the movies, using TV (around quality or cult movies), a ’UCI

Stella screen’ slot that showed cult movies every week throughout the

summer and a deal with Emap including sponsorship of the Empire movie

awards.



WINNER



Title: Avanti, the relaunch of sex



Media Agency: Universal McCann



Media Director: Angus Ogilvy-Stuart



Media Planner: Satin Ahadzadeh



Creative Agency: McCann-Erickson



Creative Director: Mike Court



Account Director: Sharon Gallacher



Client: London Rubber Company



Brand/Product: Durex Avanti



Marketing Director: Leigh Taylor



Brand Manager: Debbie Zadeh



COMMENDATION



Title: 17 cosmetics


Media Agency: BMP Optimum



Media Planning Director: Avril Gallagher



Media Planner: Stuart Butler



Creative Agency: St Luke’s



Creative Director: Kay Stanners



Account Director: Holly Day



Client: Boots the Chemists



Brand/Product: 17 cosmetics



Category General Manager: Gary Cormack



Product Manager: Tracy Armson



COMMENDATION



Title: Stella Artois, movies that matter



Media Agency: Motive Communications



Media Director: Kevin Brown



Group Director: Peter Edwards



Creative Agency: Lowe Howard-Spink



Creative Director: Paul Weinberger



Account Director: James Scroggs



Account Planner: Pete Brown



Client: The Whitbread Beer Company



Brand/Product: Stella Artois



Marketing Director: John Derkach



Director of Brands Marketing: Ruth Fisher.



This article was first published on campaignlive.co.uk

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