THE APG CREATIVE PLANNING AWARDS 2001: Best Innovative Approaches to Marketing Communications - Sponsored by Mellor Watts International


Title: Vodafone

Agency: WCRS

Authors: Russell Mitchinson, Dan Izbicki

Creative Director: Leon Jaume

Art Director: David Lang

Copywriter: Martin Gillian

Client: Vodafone

Product: Pay-as-you-go roaming

Vodafone needed to launch and encourage use of its new full roaming

service for PrePay customers, but came up against a problem. Older men

did not see the need to use their phone to call home from abroad.

Planning hit on the solution: postcards, as they offer an excuse to

gloat about being on holiday and would include this target market.


Title: Kia Cars

Agency: Mustoe Merriman Levy

Author: Garret Cummings

Creative Director: John Merriman

Art Director: Mary-Sue Lawrence

Copywriter: Rosie Elston

Client: Kia Cars UK

Product: Kia Cars

Planning decided to achieve standout by asking people to use their cars

less and promoted the alternatives such as cycling and walking to using

the car for short journeys. Responsible motoring gave Kia a unique

position with strong consumer resonance in a competitive market.


Title: Holsten Pils

Agency: TBWA/London

Authors: Andy Lear, Jeremy Paul

Creative Director: Trevor Beattie

Art Director: Brian Campbell

Copywriter: Ben Priest

Client: Holsten UK

Product: Holsten Pils

Planning decided to reverse this brand's fortunes by locking on to a

truly inspirational consumer insight - men love comparing and having

opinions. Planning linked up the conversational behaviour of its target

market with Holsten Pils' history as an opinionated, outspoken brand.

The slogan "It's the Daddy" was born.

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