Campaign Media Awards 2005: The Yahoo! Award - Best Media and Entertainment Campaign

WINNER Title: Sky - What Do You Want To Watch? Media agency: MediaCom Media directors: Chris Binns, Sean Healy Creative agency: HHCL United Account director: Rhona Cairns Account planner: Richard Huntington Client: Sky Brand/product: Sky TV Marketing director: Charles Ponsonby Media/brand manager: Duncan Salmon

Fighting back against the perception that Sky is just about football or films, MediaCom devised a campaign that reminded current subscribers of the breadth of channels and programmes. TV, cinema and outdoor platforms gave MediaCom the opportunity to sample Sky programming out to consumers.

TV kicked off with a "three ads in one" break in core peak programming, to get pan-executional coverage up quickly. After the campaign, Sky enjoyed 192,00 new subscribers, up from 62,000 for the previous quarter.

COMMENDATION Title: Alien vs Predator Media agency: Starcom Mediavest Media director: Jane Ollier Account director/media planner: Adam Cherry Creative agency: Tea Creative Account director: Ian Stephens Client: 20th Century Fox Brand/product: Alien vs Predator Marketing director: Kieran Breen Media/brand manager: Helen Davis

20th Century Fox and Alien vs Predator sparked a nationwide opinion poll as to which creature would win in the epic battle. The film was promoted via a mobile marketing campaign, developed by JCDecaux, that let people vote on who they thought would win. Fans of the film were able to download wallpapers and alien ringtones and were offered the chance to vote for whoever by texting either "ALIEN" or "PRED" to a short code number. An online game saw 105,000 visitors and a staggering 1.14 million people went to see the film.

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