MEDIA CHOICE: Simon Daglish, the sales director at Classic FM, chooses Mercedes' taking over of all ad sites in The Spectator

"Mercedes adopted an innovative way of communicating the luxury and space message for the launch of its CLK-Class Cabriolet in The Spectator recently.

"First, Boris Johnson introduced the issue explaining why he was giving his readers the space to enjoy their coveted read and then Mercedes ran blank ads throughout with nothing but a small logo in the corner of each. Something so simple proved to have a great impact, enabling ownership of the issue in an innovative way. The fact that the classified section ran as blank pages added credibility to the idea.

"Reader involvement was in a 'space' competition asking readers to nominate their favourite UK open-air space."

Client: DaimlerChrysler

Medium: All ad sites in The Spectator and postcards

Media planning and buying: Andy Aston and Louise Reid at BJK&E Media

with Nick Spong and Katherine Rainbird at The Spectator

Creative: CDD

Brief: Develop innovative creative media ideas that will create

stand-out above the clutter of other luxury car advertising

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