Campaign Digital Awards 2006: Best Leisure and Entertainment Campaign

Project: 24: The Game
Client: Sony Computer Entertainment Group
Agency: 20:20 London
Writer: Peter Riley
Art director: Peter Riley
Designers: Hugo Bierschenk, Dean Woodhouse

Just like Kiefer Sutherland's character Jack Bauer, the digital agency 20:20 was on a mission. But rather than saving the world, the agency's task was to launch the computer game spin-off from one of Fox's most successful TV shows, 24. It succeeded. Multiple touch-points - e-mail, direct mail, SMS and personalised internet films - enabled gamers to take the role of a counter-terrorism agent on a mission with a hidden reward.

An initial e-mail sent out to the PS2 database got a click-through of just under 40 per cent and more than 80 per cent of those potential customers went on to view a second film. E-mails for the campaign were viewed and forwarded 36 times on average.

Project: Ian's bitchin' website
Client: Matt Colebourne, chief executive, Lunarstorm UK
Agency: Albion
Writers/art directors: Jonny Plackett, Teddy Keen
Designers: Camille Bozzini, Aaron Hinchion

The judges were impressed by Albion's 12-week Trojan horse strategy for the Swedish networking site Lunarstorm, which used some lateral thinking and subversive creative to reach potential customers. The agency set up a website for "a man called Ian" at, which featured videos and blogs of him and his imaginary friends. It also seeded some of that content on YouTube to generate a "who is this guy?" viral element.

Ian's site wasn't branded, and in a second stage of the campaign, banners on Yahoo!, MSN and the Big Brother website generated more interest. In the 11th week of the campaign, after traffic and buzz had been built up, Albion introduced Lunarstorm banners on the site, suggesting that it offered a way not to end up like Ian, whose friends weren't real.

By week 15 of the campaign, Ian's bitchin' website had received more than 430,000 unique visitors, and his "happy slapping" video was viewed more than 25,000 times on YouTube.

Project: David Beckham Academy Touran Challenge
Client: Volkswagen UK
Agency: Tribal DDB London
Writer: Amy Gould
Art directors: Ben Clapp, Alex Braxton
Designer: Pete Williams

Research by DDB showed young children have a genuine influence on car purchases, so its sibling agency Tribal DDB used David Beckham and his football academy to create a buzz about the seven-seater Volkswagen Touran in playgrounds across the UK.

Targeting children aged ten to 15, with 200 free places to be won at the David Beckham Academy, the campaign video captured the former England captain's movements and created three games for kids to play online. They then had to get their parents to register them for Academy places.

Nearly 200 test-drive requests resulted from the game alone, testifying to the power of children in driving such big purchases.

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