Campaign Media Awards 2005: Campaign Gold Award - Media Campaign of the Year

WINNER Title: Turning A Notebook Into A Paperback Media agency: Media Planning Group Media director: Kate Cox Account director: Simon Blackburn Media planner: Gavin Laisby Creative agency: Euro RSCG Account director: Angelina James Account planner: Brendan Tansey Client: Intel Brand/product: Wi-Fi for Dummies Marketing director: David Mitchell Media/brand manager: Simon Shipley

Intel is a typically conservative US client that likes to do its advertising by the book. But the technology brand needed to find a new way of reaching the "late majority" in a way that didn't stifle them with "techie" messaging.

So, even though it was a tough sell, Media Planning Group persuaded Intel to publish a book to broaden the brand's appeal. The agency struck a deal with Wiley's and published Wi-Fi for Dummies, a 30-page mini-book from Intel Centrino. After some tough negotiating, Dixons agreed to give the book away free in its stores to potential laptop buyers. The book also came free in The Mail on Sunday. Overall, 1.2 million copies were distributed in 2004 and 2005 (at a cost of £240,000). If it was sold via regular bookshops, Wi-Fi for Dummies would be the third best-selling title of 2005, behind the Da Vinci Code and Angels & Demons.

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