Campaign Direct Awards 2006: Best Automotive Campaign

SILVER AWARD Project: Bulldog Agency: Craik Jones Watson Mitchell Voelkel Creative director: Mark Buckingham Art director: Jo Jenkins Copywriter: Vaughan Townsend Account director: Helen Eaton Client: Land Rover Client brand: Defender Defender communcations manager: Rob Gray CRM brand manager: Giles Clayton-Jones

The Land Rover Defender has been in production since 1948.

Given the glut of Japanese 4x4s on the market, Land Rover wanted to persuade small businesses that the Defender is still the best 4x4 on the market.

The campaign highlighted its go-anywhere credentials and permanent four-wheel-drive system. A mailpack comprised stout cards bearing no-nonsense images of Defenders. These were held together by bulldog clips, which emphasised that the Defender gives more grip.

No actual results have been processed, though anecdotal evidence from dealers and customers has been positive.

Also commended: Best Use of Direct Mail to Businesses (High Volume)

COMMENDATION Project: Dr Skoda & Mr vRS Agency: Archibald Ingall Stretton Creative director: Steve Stretton Art director: Martin Lythgoe Copywriter: Matt Morley Brown Account director: Julianne Artup Client: Skoda UK Marketing director: Mary Newcombe

Skoda wanted to target young drivers and persuade them that the Octavia vRS combines practicality and excitement. Using a tongue-in-cheek approach, the campaign aimed to persuade young drivers to register for information and book test drives.

The agency introduced a Jekyll and Hyde-themed multimedia campaign under the banner Dr Skoda and Mr vRS. The work comprised blogs, inserts, direct mail, online and a microsite. The creative culminated in a pastiche of the Robert Louis Stevenson novel in a book entitled The Strange Case of Dr Skoda and Mr vRS.

Results received to date are 50 per cent above expectation.

Also commended: Best Use of Inserts.