Campaign Direct Awards 2006: Best Media and Entertainment Campaign

SILVER AWARD Project: CSI: New York Agency: 20:20 London Creative director: Peter Riley Art directors: Dean Woodhouse, Hugo Bierschenk Copywriter: Peter Riley Client: five

CSI: New York is the grittier brother of the TV drama CSI. Five wanted to attract as big an audience as possible.

20:20 decided the best approach was to fool consumers into thinking they would become the next victim of the "Carbon Copy Killer".

A dossier, purportedly from CSI, was sent to consumers. It explained that the killer only murdered people with one name - that of the recipient. It added that he e-mailed his victims before striking. An e-mail then arrived giving the launch date of CSI: New York.

The campaign attracted one million extra viewers and generated widespread media coverage.

Also won: Best Art Direction

Also commended: Best Use of Digital

COMMENDATION Project: Error Letter Agency: Rapier Creative director: John Townshend Art directors: Rob Ferrara Copywriters: Liz Franklin Account director: Will Hawkins Client: Telewest Client brand: Blueyonder Broadband Head of internet marketing: Simon Creasey

The slow pace of dial-up internet connections was the theme used to persuade Telewest customers to upgrade to broadband.

Rapier created a letter that aimed to cut through all the confusing technical explanations that typically bombard consumers and demonstrate exactly what can go wrong when using dial-up. For example, spaces between words represented slow speeds and repetition of words illustrated system crashes.

The mailing was sent to 80,000 customers and received a response rate of 2.88 per cent. It exceeded the response rates of previous direct mail campaigns by 55 per cent.


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