Campaign Digital Awards 2005: Best Ongoing Branding Campaign or Programme

WINNER Title: 02 Mobile Agency: Agency Republic Creatives: Russ Tucker, Gavin Gordon-Rogers, Gemma Butler Media director: Bradley Moore Account director: Emma Batchelor Group account director: Ika Coluns Client: 02 Head of marketing communications: Susie Moore Work: clients/campaign/digital_awards_creative/branding/index.html

Since the 02 brand was born in April 2002, Agency Republic has created more than 150 campaigns using rich media, games, e-mail, competitions and search marketing. 02 took over the homepages of major portals to promote its pre-pay SIM offers and the Retro Game and Thumb Challenge promoted 02's online proposition. Since the campaign launched, it has generated 1.2 million mobile orders, and 2.5 million SIM product orders.

COMMENDATION Title: AOL Agency: Lean Mean Fighting Machine Creative directors: Sam Ball, Dave Bedwood Planner: Tom Bazeley Client: AOL Marketing manager: Jo Simmons Work: www. leanmeanfighting

AOL decided to use online advertising to advertise online advertising.

A series of banners challenged preconceptions of online advertising. One invited the user to pull a thread from a woman's ear by dragging the cursor, revealing the message: "Interacting with an ad improves recall." There are three executions and the highest interaction rate eclipsed 15 per cent.

COMMENDATION Title: Honda Agency: Midas Collective Director: Alastair Taylor Client: Honda Website manager: John Goodbody Work:,,

Honda's "grrr" TV ad had given its diesel engine charm and warmth and the web was used to tell the complete story. On one website, users could learn about the engine's creator, watch the ad, sing along to a karaoke version and play "grrr" - a smash 'em up game. A second site explained Honda's IMA technology. Honda's FR-V was promoted on a third site.

COMMENDATION Title: United Airlines Agency: Lean Mean Fighting Machine Creative directors: Sam Ball, Dave Bedwood Planner: Tom Bazeley Client: United Airlines Manager of advertising and promotions: Mike Tunnicliffe Work: www.leanmeanfighting

Lean Mean Fighting Machine brought United's online advertising to life with animation. The campaign, which ran in the UK and The Netherlands, saw United's unprompted brand awareness lift by 5.3 per cent among transatlantic business travellers, while the click-through rate averaged 1.5 per cent across all formats.

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