CAMPAIGN DIRECT AWARDS 2002: The Radio Times Award - Best Use of Magazines

SILVER AWARD
Title: Volkswagen Bora ST Curtains Insert
Agency: Proximity
Creative Director: Caitlin Ryan
Art Director: Nicola Rogers
Copywriter: Derrin Stent
Senior Account Manager: Toby Hollis
Client: Volkswagen
Client Brand: Bora ST
Communications Manager: David George
This mailing invited you to pull back a pair of curtains and reveal
something that would make you leap out of bed on even the dreariest
Monday morning. For the proud driver of a Volkswagen Bora ST, his
company car was the object of his affection and made him spring out of
bed enthusiastically.

COMMENDATION
Title: Global Traveller
Agency: Lowe Live
Creative Directors: Arthur Parshotam; Roddy Kerr
Art Director: Nick Stevens
Copywriter: Kevin Mills
Account Manager: Luciana Priest
Client: Orange
Marketing Manager: Kirsty Baker
Orange Direct, Orange's direct sales division, which drives phone and
online sales, targeted BA employees through its trade publication, BA
News. Appealing to the target audience through the headline "Global
Traveller", the ad achieved good standout in the magazine as well as
exceeding sales expectations.

COMMENDATION
Title: TA Scent of the Night
Agency: Saatchi %26 Saatchi
Creative Director: David Droga
Art Director: Phil Clarke
Copywriter: Joel Bradley
Account Director: Paul Clarke
Client Company: TA/The Army
Head of Marketing/Recruitment Group: Mark Bainbridge
By mocking up a fragrance ad, complete with scented strip, and placing
it in FHM, the TA achieved standout in an unusual environment.
A BMRB tracking survey revealed that 35 per cent of all males aged 15 to
30 remembered the ad, even though it appeared in just one issue of FHM.