Feature

Campaign Media Awards 2008: Best Grocery, Soft Drinks and Household Campaign

JOINT WINNER
Title: Mars Balls
Media agency: MediaCom
Media director: Andy Walsh
Media planners: Matt Bamford Bowes, Helen Wallace
Creative agency: Abbott Mead Vickers BBDO
Client: Mars
Brand: Mars Bar
Marketing director: Angela Willmot
Media/brand manager: Caroline Jary

Mars Bar's summer marketing activities were hampered by the failure of the England football team to qualify for Euro 2008. Previous football campaigns, including the World Cup 2006 "believe" push, had helped the brand connect with an audience. MediaCom's solution was to encourage everyone to shrug off the disappointment and encourage them to have a kickabout instead, through a programme of activity called "Mars Balls", which included a giveaway of 100,000 Mars-branded footballs. The activity was very well received and has resulted in a significant sales increase across all Mars-branded products.

JOINT WINNER
Title: Galaxy Reading
Media agency: MediaCom
Media director: Andy Walsh
Media planner: Andy Walsh
Creative agency: TBWA
Account director: Paige Launder
Client: Mars
Brand: Galaxy
Marketing director: Angela Willmot
Media/brand manager: Stuart Woolford

The chocolate brand Galaxy has been building up its relationship with the book-reading public, the publishing industry and booksellers through sponsorship of the Galaxy Book Awards and a partnership with Richard and Judy. The Cadbury gorilla has garnered many headlines, but Galaxy's very different marketing strategy has pushed it to the top of the category and helped it engage with its core market of females.

COMMENDATION
Title: Coke Side Of Life On The Southbank
Media agency: Vizeum UK
Media director: Matthew Hook
Media planner: Roxanne Lomas
Creative agency: Mother
Creative director: Robert Saville
Account planner: Jon Miller
Client: Coca-Cola
Brand: Coca-Cola
Marketing director: Cathryn Sleight
Media/brand manager: Damien Dupond