NICOTINELL
The campaign set out to maintain brand awareness among London smokers
who might want to give up. The Underground was chosen as an environment
where smokers would react to the brand’s presence as a friend and a
sympathetic message was attached to the ’No smoking’ signs, which are
found every four to five metres. This made for 3,300 Nicotinell messages
in all. They reached one million commuters each day and proved popular
because of their supportive and non-preaching tone. They have also been
replicated as pharmacy stickers.
EQUITABLE LIFE, Things to come
Designed to appeal to the cleverer-than-average consumer, the campaign
included the first fully advertiser-funded series, beginning with a live
TV debate on Channel 4.
THE PEPSI CHART on 5
Pepsi’s ground-breaking programme-funding sponsorship of the Pepsi Chart
on Channel 5 complemented the Pepsi Chart radio show and was supported
with various marketing initiatives.
WINNER
Title: Nicotinell
Media Agency: MediaCom
Media Director: Jane Ratcliffe
Media Manager: Luca Margarito
Creative Agency: Mellors Reay & Partners
Creative Director: Tim Mellors
Account Director: Jason Dorin
Client: Novartis Consumer Health
Brand/Product: Nicotinell
Marketing Director: Lars Persson
COMMENDATION
Title: Equitable Life, Things to come
Media Agency: Drum PHD
Executive Chairman: Tess Alps
Account Director/Media Planner: Laura James (New PHD)
Creative Resource: Illuminations TV
Producer: Linda Zuck
Director: Andrew Chitty
Client: Equitable Life
Brand/Product: Corporate
Media/Brand Manager: Nick Cook
COMMENDATION
Title: The Pepsi Chart on 5
Music Marketing Specialist: Broadcast Innovations
Managing Director: Robert Dodds
Account Director: Andy Woodford
Client: Pepsi-Cola UK
Brand/Product: Pepsi
Marketing Director: Simon Lowden
Media/Brand Manager: Paul Birkett.
