Arena wins Grand Prix for pizza ads

Arena BLM has scooped the Grand Prix at the inaugural Thinkbox TV Planning Awards, which were held in association with Campaign and Media Week.

The agency won the top prize for Domino's Pizza's long-running sponsorship of The Simpsons on Sky, which accounts for 95 per cent of the brand's media spend.

The deal, which included a transactional interactive TV campaign that allowed consumers to order pizza through their TVs while watching the show, led to a 10 per cent jump in sales each year from 1997 when Domino's originally signed up for the sponsorship. It also won in the category of the best long-term use of TV.

MindShare took home two awards: best use of editorial marketing for Rowntree's Fruit Pastilles' sponsorship of Britain's Got Talent, and best use of TV technology for the Ford Mondeo integrated HD campaign.

Carat won the award for the best use of TV in an integrated campaign for the Guinness activity around the 2007 Rugby World Cup, and Edwards Groom Saunders/ITV integrated planning took the prize for the best newcomer to TV for its work for Farmhouse Fare.

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