THE APG CREATIVE PLANNING AWARDS 2001: Best Campaigns for Established Service Brands - Sponsored by Denise Williams Executive Recruitment

GOLD

Title: London Underground - Scott Haynes

Agency: Partners BDDH

Author: Jane Lingham

Creative Director: Will Awdry

Art Directors: Matthew Anderson, Steve Nicholls

Copywriters: Matthew Anderson, Steve Nicholls

Client: Transport for London

Product: London Underground

The planning solution was a mock information format which commuters

would usually associate with bad news. The information posters described

real situations and helped to position the tube as a warmer, friendlier

environment. Awareness hit 73 per cent at the peak of the campaign.

SILVER

Title: Alliance & Leicester

Agency: D'Arcy

Author: Robert Tansey

Creative Director: Nick Hastings

Art Director: Steve Drysdale

Copywriter: Steve Boswell

Client: Alliance & Leicester

Product: Alliance & Leicester brand campaign

Planning identified that giving cynical consumers a credible reason to

believe that Alliance & Leicester offered a customer-focused service

would give it standout in a crowded marketplace. Its breakthrough was to

discover that a bank seeking to understand its customers by asking

questions was evidence of a greater customer focus.

SILVER

Title: First Direct

Agency: WCRS

Author: Dan Izbicki

Creative Director: Leon Jaume

Art Director: Andy Dibb

Copywriter: Andy Dibb

Client: First Direct

Product: First Direct

Planning decided that First Direct should move away from its traditional

method of advertising, which was to highlight the shortcomings of other

banks, and instead concentrate on the benefits of First Direct. First

Direct customers were used as brand advocates to attract non-customers

and boost recommendation levels.

BRONZE

Title: Boots the Chemist

Agency: J. Walter Thompson

Author: Fern Miller

Creative Director: Alistair Wood

Art Director: Blaise Douglas

Copywriter: Alistair Wood

Client: Boots the Chemist

Product: Pharmacist

After conducting research investigating the relationship between the

pharmacist and its customers and non-customers, planning had insight

into the broad expertise of the pharmacist. The "cradle to the grave"

relationship was dramatised to galvanise affection that Boots customers

felt for the brand.



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