The Annual 2006: Top 10 regional press ads
campaignlive.co.uk, Friday, 15 December 2006 12:00AM
This four-step execution appeared in 92 regional newspapers and was designed to build anticipation for the launch of the latest Audi TT. The first three ads were teasers that appeared on consecutive weeks with the words: "TT minus 3 weeks", then "TT minus 2 weeks" and "TT minus 1 week." This was followed in the final week by a half-page ad showing the car and the names of all of the dealers in the local area.
Agency: Bartle Bogle Hegarty
Writer: Russell Ramsey
Art director: Russell Ramsey
2. NEWCASTLE BROWN ALE
In this clever two-page ad, Scottish & Newcastle piggy-backed an existing Evening Chronicle campaign to tout the Tyneside credentials of both products. One execution shows the Angel of the North with a man in a Newcastle United shirt sitting at its base reading a Chronicle. The copy reads: "Born Here. Bred Here. Read Here." The second page shows a bottle of Newcastle Brown Ale with the words: "Born Here. Brewed Here. Drank Everywhere."
Writer: Stuart Blacky
Art director: Stuart Blacky
Through this multimedia branding campaign, the washing powder brand Bold attempted to promote a healthy and active lifestyle to its consumers under the strapline: "Get out and play." The ad steers readers to the URL of a purpose-built microsite that worked as an online outdoor activity guide, specifically tailored to the user's location.
Art director: Jonathon Cresswell
This strip ad was placed in the Derby Evening Telegraph in the run-up to the Fifa 2006 World Cup. Using its long-running "probably" strategy, the ad taps into the expectation surrounding the possibility that England could win the competition. By showing pints of Carlsberg filled to different levels with dates above them, the ad documents England's progress in past competitions. The final pint of lager is full and has the date 2006 above it with the line "Probably" underneath.
Writer: Liam Fenton
Art director: Beri Cheetham
Continuing its long-running "The world's local bank" campaign, but giving it a regional context, JWT created this simple yet effective ad for the opening of a branch in Swansea. The main strapline says: "Local commercial banking from the world's local bank." This is then repeated in Welsh underneath.
Art director: n/s
These two executions, designed to promote rugby union's Heineken Cup final, were both placed in the Reading Evening Post. The ad actually encroached into the text of the news story about rugby while being backed by the strapline: "Get closer to the Heineken Cup." One of the executions featured a rugby boot while the other had a rugby post.
Agency: Vitamin V
Writer: Nick Reddyhoff
Art director: Rufus Yells
Another beer ad makes it into the list as Boddingtons attempted to distance itself from the rest of the market by selling its creaminess. Four executions showed images of birds sat on different garden ornaments. Each bird has a bent beak showing that it has tried to peck through the lids to get the cream - just like they do with milk bottles.
Agency: Bartle Bogle Hegarty
Writer: Andy Clough
Art director: Richard McGrann
8. COI - COMMUNITY OFFICERS
This ad was a vital regional extension of a national poster and press campaign for COI to persuade members of the public to become Community Support Officers. The execution brings together six separate posters into one ad and gives the campaign the vital push it needs in the regions, where many police forces are under-staffed.
Agency: M&C Saatchi
Writer: Paul Pickersgill
Art director: Graham Fink
The Art Company managed to fulfil two briefs at once with this ad for Ikea. As well as promoting the opening of a new store in the town of Ashton, the ad also highlighted a promotion on the MALM oak veneer double bed frame for £99.
Agency: The Art Company
Writer: James Godfrey
Art director: Oskar Bringager
The Red Brick Road created a set of regional ads alerting consumers to the plethora of new store openings. Each one follows the usual Tesco style of picture and pithy copy, but is tailored to match the area. For example, the ad for Redditch says: "Tesco Extra Redditch. We've finished decorating, now it's your turn," and shows a picture of the home furnishings available in store.
Agency: The Red Brick Road
Writer: Jason Lawes
Art director: Sam Cartmell.
This article was first published on campaignlive.co.uk
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