CAMPAIGN MEDIA AWARDS 2001: Best Use Of New Media for Consumers
campaignlive.co.uk, Friday, 30 November 2001 12:00PM
Working with Gluemedia, Starcom IP pioneered near full-screen animated
commercials for One2One that users can interact with - "toast"
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.
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
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.
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
Brand/Product: One2One (Life is made of ...)
Marketing Director: Tim Yates
Relevant Media or Brand Manager: Catriona Watson
Media Agency: Equinox
Media Director: Kevin Morton
Media Plannner: Graeme Douglas
Marketing Director: Simon Downing
Relevant Media or Brand Manager: Andrea Harris
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
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