In the end, it was a close run competition but MediaCom’s all-round strong performance nudged it ahead of the pack.
The agency scooped the winner’s prize in the Grocery, Soft Drinks and Household category with its work for Dolmio. MediaCom unearthed the insight that children who have grown their own fruit and veg eat 1.5 times more of these nutritious foods than those who have not. This led to a campaign idea centered on getting families growing together, fronted by Dolmio’s Papa puppet, already familiar from the brand’s advertising. Value sales for Dolmio increased by 8.5 per cent year on year.
MediaCom’s Nikon "I Am Hollyoaks"
three-way sponsorship deal with Channel 4 and Asda came top of the IT & Consumer Durables category, and Nikon’s Coolpix range doubled its market share over the course of the campaign.
In addition, MediaCom was highly commended for Best Use of Research and Best Total Communications for its Metropolitan Police and Dolmio campaigns respectively, and was a finalist in four other categories.