Feature

Media Awards 2010: Best Use of Research

WINNER
Title: Real World Money
Duration period: July 2008-ongoing
Media agency: MediaCom
Media director: n/s
Account director/media planner: Sean Healy
Creative agency: n/s
Creative director: n/s
Account director: Sean Healy
Account planner: n/s
Client: n/s
Brand/product: n/s
Marketing director: n/s
Media/brand manager: n/s

Real World Money was started by MediaCom to try to make sense of how consumers' attitudes towards spending were changing in reaction to the global economic crisis.

The aim is to drill deep into consumer attitudes by adopting 12 homes throughout the UK and developing a lasting relationship, built through home visits and phone contact. This is combined with quantitative research carried out online to make sure that there was backing for the qualitative findings from the families.

The research generated has helped clients as diverse as Wrigley's and Sky to adapt their strategies to cope better with changing spending habits. It also resulted in the creation of T-Mobile's £5 night-in joint promotion with Blockbuster, which has proved a huge success.

COMMENDATION
Title: Digital Memories
Duration period:July 2009-ongoing
Media agency: Basis
Media director: n/s
Account director/media planner: n/s
Creative agency: n/s
Creative director: n/s
Account director: n/s
Account planner: n/s
Client: n/s
Brand/product: n/s
Marketing director: Laura Chaibi
Media/brand manager: n/s

Yahoo! carried out research showing that consumers like online display advertising but were frustrated by not being able to always return to an ad when they wanted to.

From this research, it concluded that advertisers were missing a trick in engagement with customers. As a result, Yahoo! has come up with a series of recommendations for agencies and their clients, including adding functionality to display ads, such as "save", "e-mail" or "send to mobile"; and allowing ads to be shared just as articles on websites are.

It has developed the AIDA model to inspire online creativity. This ensures ads remember the tenets of Attention, Interest and Desire to Action. More than 100 new formats have been tested as a result of the research findings, including a campaign for Sony Ericsson.

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