WINNER Title: Peugeot 1007 Launch Agencies: Vodafone Target, Marvellous Mobile Sector manager: James Penny (Vodafone Target) Director: Jon Carney (Marvellous Mobile) Client: Peugeot Work: Text "mobile" to 81007
This is one of the most sophisticated uses of mobile to date for a car brand. The medium was used in two ways: as an interactive "glue" between all other channels (web, direct mail, broadcast and "buzz"), and as a standalone channel with a dedicated branded text code. A text to 81007 led to a test drive, a brochure order, a 1007 download and the chance to see the Peugeot 1007 ad (by Euro RSCG) before it launched on TV. The campaign is ongoing, but has had more than a thousand respondents so far.
COMMENDATION Title: Volkswagen Golf GTI Interactive TV Agency: Tribal DDB Creative directors: Ben Clapp, Stephen Reed Art director: Victoria Buchanan Directors: Ben Clapp, Stephen Reed Account director: Anna Louise Gladwell Senior producer: Lloyd Brazier Client: Volkswagen UK Marketing communications manager: Catherine Woolfe Work: www.tribalddb.co.uk/awards/2005/gti/index.html
The "singin' in the rain" ad starring a body-popping Gene Kelly is a tough act to bring to life in the interactive TV space. Even more difficult was to unite that ad's "The original updated" concept with an entirely different proposition - "Driving is about to get exciting again" - which underpinned the pre-launch campaign ... and do it in three weeks. The solution was to recreate the "singin' in the rain" set in 3D, allowing the viewer to explore the car, experience the making of the ad and see the new Golf GTI being driven side by side with the original Mk 1 GTI.