Campaign Digital Awards 2005: Best Business-to-Business Campaign

WINNER Title: Kendall Tarrant - Interviews From Hell Agencies: Modem Media, Pistol Marketing Creative director: Jeremy Garner (Modem Media) Senior copywriter: Paul Knott (Modem Media) Client: Kendall Tarrant Head of integrated creative: Louisa Parkin Work:

Modem wanted to bring Kendall Tarrant's core selling point to life: that it is a recruitment company hot on vetting and selecting the best candidates. Its solution was the "Interviews From Hell" microsite. The site featured six films of highly undesirable candidates. One such character was the hapless "out-of-date bloke". Another was the excruciating "apologetic lady" - both familiar encounters for many an agency senior. They concluded with the endline: "It's not just the people we put in front of you. It's the people we don't." The microsite URL was sent to Kendall Tarrant's database, and the site generated traffic from word of mouth among clients who shared it with friends and industry peers.

COMMENDATION Title: Eyeblaster - Don't Waste It Agency: Lean Mean Fighting Machine Planner: Tom Bazeley Creative directors: Sam Ball, Dave Bedwood Technical director: David Cox Client: Eyeblaster Business development director: Nitzan Yanir Production company: Specialmoves Work:

Lean Mean Fighting Machine wanted the digital community to associate Eyeblaster's rich-media technology with highly creative online advertising.

The campaign made the point that some digital agencies abuse rich media and too often produce a splurge of intrusive, crass and ill-conceived creative. Ads served through Eyeblaster technology, the campaign argued, enjoy unrestricted file size, flexible formats and the ability to stream high-quality audio and video. LMFM's "Don't Waste It" work demonstrated the product benefits of Eyeblaster technology with a range of arresting executions. The campaign has resulted in a click-through rate of nearly 1 per cent and an interaction rate of 34 per cent.


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