Yellow Pages
The object of the campaign was to reverse the decline in the use of
Yellow Pages in London, particularly among young, socially active and
reasonably affluent people. Media and creative were designed to work
together to surprise at every turn. The campaign majored on the
Underground, using a fully liveried train as well as escalator arches,
platform banners, tube tickets and cross-track 12- and 48-sheet posters.
It was supported with above ground ads using taxis, buses and roadside
six-sheet posters. This was supplemented by TV and radio sponsorships,
postcards and press, as well as sponsorship of Underground maps and
wallets.
McDonald’s step risers
An alternative to expensive outdoor sites, the campaign ran in London’s
West End directing people to local restaurants.
Sony batteries
A focused media approach, this targeted the large number of personal
stereo users on the Underground by advertising on tube car panels.
WINNER
Title: Yellow Pages
Media Agency: New PHD
Media Director: Katherine Almond
Creative Agency: Abbott Mead Vickers BBDO
Creative Director: Peter Souter
Account Director: Graham Brown
Account Planner: Lucy Edge
Client: Yellow Pages
Brand/Product: London
Marketing Director: Nigel Marson
Marketing Manager: Alan Doyle
COMMENDATION
Title: McDonald’s step riser
Media Agency: Leo Burnett
Media Director: Gerry D’Angelo
Client: McDonald’s Restaurants
Brand/Product: McDonald’s
Marketing Director: John Hawkes
Regional Marketing Consultant: Tom Shelston
COMMENDATION
Title: Sony batteries
Media Agency: BMP Optimum
Media Director: Paul Taylor
Media Strategy Manager: Harriet Frost
Creative Agency: BMP DDB
Creative Director: Larry Barker
Account Director: Richard Morris
Account Planner: Jane Cunningham
Client: Sony UK
Group Communications Manager: Geoff Muge.
