Feature

Media Awards 2010: Best Media and Entertainment Campaign

JOINT WINNER
Title: Supernatural: 'Lucifer Is Coming'
Duration period: December 2009-February 2010
Media agency: Manning Gottlieb OMD
Media director: n/s
Account director/media planner: Mark Halliday
Creative agency: Candyspace Media
Creative director: Katy Delahay
Account directors: Tom Thorne, Chris Timpson
Account planner: n/s
Client Virgin Media: TV
Brand/product: Living
Marketing director: Jo Davey
Media/brand manager: Helen Sebzda

The TV show Supernatural had been a hit for ITV2 for four years, and Manning Gottlieb OMD was given the job, alongside other Living agencies, of getting the show's fans to migrate to Living, which had bought the series.

The big idea was to create an alternate reality game, appealing to Supernatural's core audience of obsessive fans who share a passion for the show online.

A nationwide treasure hunt was devised, incorporating 25 symbols that were hidden in the national press, online, in blogs, on TV and even in the real world, which fans had to photograph. Virals were also created to promote the show.

Fans loved the campaign and were reassured the show had found a good home at Living TV, with more viewers tuning in than had done when it last screened on ITV2.

JOINT WINNER
Title: Xbox Lips No.1 Hits
Duration period: 21 October 2009-29 October 2009
Media agency: Universal McCann
Media director: n/s
Account director/media planner: Amanda Burningham
Creative agency: Global Radio
Creative director: Tim Ferris
Account director: Amanda Burningham
Account planner: n/s
Client: Microsoft Xbox 360
Brand/product: Lips No. 1 Hits
Marketing director: n/s
Media/brand manager: n/s

Xbox Lips is a home karaoke game. A key tactic in selling the game is getting users to experience it themselves, so Global Radio and Universal McCann came up with the strategy of a nationwide tour to get the game in the hands of the audience.

To encourage people to join in, they were offered the incentive of appearing in a music video for Lily Allen's single The Fear. People could participate by catching up with the tour, which featured a branded double-decker bus, and recording themselves singing the song in specially created Lips booths.

Over six weeks, thousands of videos were filmed, and used in a TV ad that aired during the final of ITV's The X Factor. Brand awareness shot up and sales expectations were exceeded following the campaign.

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