CAMPAIGN DIRECT AWARDS 2003: Best Automotive Campaign

SILVER AWARD Title: Diesel Stamp Mailing Agency: Proximity London Creative director: Warren Moore Art director: Warren Moore Copywriter: Jake Holmes Account director: Toby Hollis Client: Volkswagen fleet services Fleet marketing manager: Cheryle Kateley

The brief's proposition was: when you think of diesel, think Volkswagen. A pack targeting fleet managers of company car drivers was sent out to communicate that Volkswagen diesels gave company drivers the petrol-like performance they want without the tax penalty they'd pay as petrol drivers. The key creative thought was that Volkswagen diesels are so good that you may forget you are driving a diesel car. A key element was a rubber stamp to achieve cut-through.

COMMENDATION

Title: Denim Pocket

Agency: Wunderman Automotive/Burrows

Creative director: Bob Ashwood

Art directors: Bob Ashwood, Charles Carless

Copywriter: Caroline Rice

Agency account director: Xavier Rees

Senior account manager: John Musca

Client: Ford Motor Company

Brand: Ford Transit Connect

Commercial vehicles brand manager: Jon Fisher

The Ford Transit Connect is designed with durability, flexibility and security. So the creative idea of comparing the vehicle to a great pair of jeans meant that a denim "hip" pocket was used with an incentive to provide data. Six thousand, seven hundred and forty-six responses generated insights on purchase and replacement rationale.

COMMENDATION

Title: Fiat MPV - Coathanger

Agency: ARC

Creative directors: Graham Mills, Jack Nolan

Art director: Garry Munns

Copywriter: Aaron Martin

Account director: Anya Tinklin

Client: Fiat

Brand: Fiat MPV

Marketing director: Franck Ropert

Some 50,000 parents were mailed with a coathanger and the message: "Fiat now comes in your size." The message particularly targeted large families frustrated by the lack of space in modern cars. The mailing generated 1,739 test drives and 598 vehicle sales.

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