WINNER: HARPERCOLLINS/OMD UK
Client: Kate Elliott, campaign manager, HarperCollins
Brand: Where Rainbows End
Media agency: OMD UK
OMD UK's work for HarperCollins was immaculate from start to finish. It began with research and insights that informed a brave decision to advertise a book launch on TV. The agency team then had the tenacity to convince the client to commit to TV and delivered spectacular results on a budget of less than £50,000.
The agency's task was to promote the big summer launch of Where Rainbows End, the second novel from Cecilia Ahern. Its aim was to position the book as a holiday read and sell it to the female target audience during their holiday preparations.
OMD wanted to find a media vehicle that cut through the clutter of book publisher activity on the London Underground and in magazines. TV emerged as an option and OMD UK exhaustively profiled the target audience for the book, broadly women aged 18 to 40, and found Big Brother to be that audience's favourite programme.
Big Brother was identified as the event of the summer. With a relatively small budget, OMD identified a potential opportunity with the live streaming of Big Brother on E4. The campaign, using a 20-second commercial, ran over a ten-week period.
The results staggered the judges. A total of 1.3 million women saw the advertising campaign. Where Rainbows End sold more than 200,000 copies over 12 weeks (well above forecast), and climbed to number three in the bestseller paperback charts. This made it the most successful women's fiction title launch ever from HarperCollins. Understandably, the client has now reappraised the role of TV in the media mix.
COMMENDATION: LASTMINUTE.COM/SMARTER COMMUNICATIONS Client: Mathew Hart, marketing director, lastminute.com Brand: Lastminute.com Media agency: Smarter Communications Author: Adam Shoefield, Smarter Communications Creative agency: Big Al's Creative Emporium
Smarter's activity for lastminute.com's "live every last minute" launch was praised by the judges for combining innovation in TV planning with integration of TV with other media to deliver great results.
The campaign provided a media first, the largest-ever "roadblock" of an ad across TV channels, and delivered both awareness and site traffic.
Smarter's insight was to begin lastminute.com's launch campaign pre-New Year. It beat rivals to the punch by attempting to achieve standout on Christmas Day and Boxing Day.
Smarter launched the campaign with a series of five "roadblocks" across the two days, dominating ad breaks across 101 channels with 90-second executions linked to interactive microsites. Web activity also saw Smarter "roadblock" key websites for a ten-minute period, by video streaming the 90-second TV ad.
The activity delivered 14 million impacts across the target ABC1 audience and generated a total of 2.8 million online impacts. It increased website visits by 115 per cent year on year.
COMMENDATION: NANDO'S/ROCKET Client: Louise Agran, marketing director, Nando's Brand: Nando's Portuguese Cricket Forever Media agency: Rocket @ PHD Author: Mark Swansborough, Rocket @ PHD Creative agency: Hooper Galton
Research revealed that men are the key decision-makers when deciding where families go for a meal. So Rocket selected TV as the appropriate medium to deliver high frequency with this audience.
It made the leap of identifying Channel 4's Ashes Test Match coverage as one of most talked-about male- focused properties on television.
The Nando's campaign provided a good example of media working in harmony with a creative agency. Hooper Galton created nine ten-second commercials, after Rocket recommended that shorter creative could provide greater frequency for the budget of less than £250,000. The idea of creating a hapless Portuguese cricket team helped to bring the idea alive.
Rocket's planning insight was to run the ads around the shorter ad breaks in over breaks, or following the fall of a wicket. This avoided the clutter of advertising around longer breaks in play such as lunchtime.
The agency also pushed the idea with a Nando's victory bus and by instore activity. The campaign helped to achieve a 5 per cent uplift in sales across the cricket series.