Media Awards 2004: Best Fashion, Beauty and Healthcare Campaign


Title: Aussie Hair Care

Media agency: ZenithOptimedia

Media director: Nadine Young

Account director: Chris Pyne

Brand manager: Vasso Petrou

Client: Procter & Gamble

Brand/product: Aussie Haircare - 3-minute miracle

Assistant brand manager: Michael Inpong

To get its "3-minute miracle" into the hands of the young and trendy, ZenithOptimedia chose interactive posters armed with Hypertag - technology that allows information to be zapped from the posters to mobile phones, via infra-red. Consumers were offered the chance to win a trip to Australia, driven to a website via text and offered a free sample. Promotional actors showed people how to interact with the posters and the campaign was backed by online advertising. In total, there were 95,000 visits to the Aussie website.


Title: Dorothy Perkins & New Woman

Media owner/planner: Emap Advertising

Head of creative solutions: Lucy Wheeler

Client: Dorothy Perkins

Brand/product: Dorothy Perkins

Marketing manager: Louise Taylor

A genuine case of media owner turning media planner, New Woman struck a first-time relationship with Dorothy Perkins by convincing the fashion retailer to use a celebrity for a one-off promotion - a media first. New Woman chose Rachel Hunter and, after much negotiation with Hunter's management and Arcadia's owner, Philip Green, a deal was signed: the model appeared in an advertorial and the photographs were used in Dorothy Perkins stores nationwide , at no extra charge to the client. The deal also led to a one-page story in the Daily Mail.


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