CAMPAIGN MEDIA AWARDS 2001: Best Use Of New Media for Consumers

campaignlive.co.uk, Friday, 30 November 2001 12:00PM

Natural Interaction



Working with Gluemedia, Starcom IP pioneered near full-screen animated

commercials for One2One that users can interact with - "toast"

pop-ups.



Clickthrough gave surfers access to two interactive experiences; an

anonymous e-mail message using talking electronic fridge magnets and

conversations between talking heads.



A sponsorship deal with FHM was struck, which saw transitional

advertising on the FHM.com site, as well as a game that invited users to

match up famous couples.



The campaign generated an average clickthrough of 8 per cent and 72,000

users stayed on the microsite for more than a minute and a half. Some 20

per cent of users also clicked through to one2one.co.uk. The FHM tie-up

reached more than 300,000 users and pushed up prompted ad awareness by

24 per cent, prompted brand awareness by 7 per cent and purchase intent

by 4.5 per cent.



Videoclash



Equinox devised a text messaging campaign to mirror a new MTV programme

format. The programme, Videoclash, relied on consumers voting by text

for videos to be broadcast.



By using text messaging, Equinox enabled MTV to speak to its audience on

a one-to-one basis at the right time and place. Some 250,000 viewers

were sent text message ads that they then passed onto their friends,

generating a "word of mouth" effect.



Following the launch campaign, the show enjoyed a 138 per cent increase

in viewers.



LAUNCH OF THE VOLVO S60



The launch of the Volvo S60 was purely through digital media, with no

press, posters or radio - uncharted territory for a car brand. Targeting

affluent adults in their late 20s and early 30s, the campaign hit

wireless media such as Palm Pilots. Mdigital set up a bespoke website

with games that conveyed that the S60 was faster and performed better

than its rivals.



The digital-only approach was so successful that Volvo is considering

similar campaigns for the future.



WINNER

Title: Natural Interaction

Media Agency: Starcom IP

Media Director: John Owen

Account Director/Media Planner: Matt Simpson

Creative Agency: Gluemedia

Creative Director: Seb Royce

Account Director: Andrew Rispoli

Account Planner: Martin Bailie

Client: One2One

Brand/Product: One2One (Life is made of ...)

Marketing Director: Tim Yates

Relevant Media or Brand Manager: Catriona Watson

COMMENDATION

Title: Videoclash

Media Agency: Equinox

Media Director: Kevin Morton

Media Plannner: Graeme Douglas

Client: MTV

Brand/Product: Videoclash

Marketing Director: Simon Downing

Relevant Media or Brand Manager: Andrea Harris

COMMENDATION

Title: Launch of the Volvo S60

Media Agency: MindShare

Media Directors: Abid Ansari, Martin Gibbins

Account Directors: Martin Shaw, Iain Pusey

Media Planner: Nick Reid

Creative Agency: Burrows Impiric

Creative Director: Richard Wright

Client: Michele May, Volvo cars

Brand/Product: Volvo S60

Marketing Director: Bernard Bradley

Relevant Media or Brand Manager: Georgina Halliday



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