CAMPAIGN MEDIA AWARDS 1998: The Reader’s Digest Award - Best Use of Press - Blockbuster UK

Blockbuster UK, Romeo & Juliet The film, starring Leonardo di Caprio, was a box-office hit, so it was highly likely to be a popular video to rent. It already had heavy support across broadcast media from the distributor, Fox, so this provided an opportunity for Blockbuster to hit a target of young trendies - an audience it is keen to build. The answer was a playful campaign designed to run on lonely hearts and problem pages, which could get to this difficult-to-reach target audience on a low budget.

Blockbuster UK, Romeo & Juliet The film, starring Leonardo di

Caprio, was a box-office hit, so it was highly likely to be a popular

video to rent. It already had heavy support across broadcast media from

the distributor, Fox, so this provided an opportunity for Blockbuster to

hit a target of young trendies - an audience it is keen to build. The

answer was a playful campaign designed to run on lonely hearts and

problem pages, which could get to this difficult-to-reach target

audience on a low budget.



Wallis, dress to kill



The media plan used print ads, but only in a handful of carefully

researched core titles, supported by ads in shop windows, on carrier

bags and postcards. A cover-mounted discount card and eight-page

gatefold in Cosmopolitan completed the plan.



Virgin Atlantic, Eurostar ticket offer



The Virgin Upper Class offer was promoted by running a full-page colour

ad - initially in business weeklies - with an envelope containing two

spoof ’tickets’.



WINNER



Title: Blockbuster UK, Romeo & Juliet



Media Agency: Media Solutions Group



Planning Director: Graham Hawkey-Smith



Account Director/Media Planner: Michael Aneto



Creative Agency: TBWA GGT Simons Palmer



Creative Director: Jim Thornton



Account Director: Graham Christie



Account Planner: Neil Amor



Client: Blockbuster UK



Brand/Product: Romeo & Juliet video release



Marketing Director: Siobhan Chatburn



Media/Brand Manager: Piers Skinner



COMMENDATION



Title: Wallis, dress to kill



Media Agency: Motive Communications



Media Director: Steve Clark



Media Manager: Jayne Potter



Creative Agency: Bartle Bogle Hegarty



Creative Director: John Hegarty



Account Director: Steve Kershaw



Account Planner: Shazia Brawley



Client: Wallis



Brand/Product: Wallis



COMMENDATION



Title: Virgin Atlantic, Eurostar ticket offer



Media Agency: Manning Gottlieb Media



Media Director: Colin Gottlieb



Media Manager: Heather Scanlan



Creative Agency: Rainey Kelly Campbell Roalfe



Creative Director: Robert Campbell



Account Director: Judy Mitchem



Account Planner: Andy Nairn



Client: Virgin Atlantic Airways



Brand/Product:Upper Class



General Manager Marketing: Alison Copus



Media/Brand Manager: Breda Bubear.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).