Campaign Digital Awards 2005: The Campaign Gold Award - Best Digital Campaign

WINNER Title: Someone To Turn To Agency: Agency.com Creative director: Paul Banham Art director: Adrian Peters Writer: David Wellington Client: NSPCC New-media senior officer: Stephanie Hughes Work: www.awards.london.agency.com/campaign

Media strategy is widely regarded as the Achilles' heel of online advertising.

Agency.com's campaign is a rare example of how media and creative can work together to great effect.

The NSPCC wanted to reach a younger generation of donors, so the children's charity asked its digital agency to use online advertising to encourage people to visit its website, www.nspcc.org.uk. It also wanted to raise awareness of its long-running Full Stop campaign.

Agency.com identified three types of potential donor and tailored creative and media to suit each. Each strand was to tie in with the campaign concept, "Every child needs someone to turn to", running on TV.

One route played to people's emotions, targeting women at sites such as handbag.com and iVillage, using the "alone" and "seven" executions.

A more rational approach used "court" and "languages" on male-oriented sites such as Sky Sports and itv.com. The third, based on the insight that younger audiences prefer proactive to passive fundraising, targeted all donor types. "Sink", "bike" and "changing room" were the executions used.

The campaign smashed its response targets and saved the client money.

An impressive 648 per cent of the expected response was delivered in the first month, while the average click-through rate was six times higher than predicted. Cost per click was just 16 per cent of the planned cost.