Authors: Russell Mitchinson, Dan Izbicki
Creative Director: Leon Jaume
Art Director: David Lang
Copywriter: Martin Gillian
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
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.