WINNER
Title: Stella Artois - movies that matter
Media Agency: Starcom Motive
Media Director: Peter Edwards
Account Director/Media Planner: Tracy Darwen
Creative Agency: Lowe Lintas
Creative Director: Charles Inge
Account Director: Harriet Bell
Client: Interbrew
Brand/Product: Stella Artois
Marketing Director: Richard Evans
Media/Brand Manager: Jo Franks
COMMENDED
Title: First Direct 10th birthday
Media Agency: New PHD
Media Directors: Laura James, Tess Alps
Creative Agency: Scope
Creative Director: Charles Buddery
Client: First Direct
Brand/Product: 10th Anniversary
Marketing Director: Peter Simpson
STELLA ARTOIS - MOVIES THAT MATTER
This year, Starcom Motive's innovations and extensions to the media concept included the development of Stella's broadcast sponsorship deal with Channel 4, focusing on making Sunday nights a film occasion dubbed 'Sunday Nights In'. The tie-up was also extended to FilmFour and was promoted weekly in Heat magazine.
Other promotional activities included exclusive deals with Empire magazine and The Guardian covering sponsorship of the Empire Awards and co-sponsorship of outdoor events with The Guardian. This year, Stella commissioned short films of these events to air on Channel 4.
FIRST DIRECT - 10TH BIRTHDAY
To celebrate First Direct's 10th birthday, New PHD devised a night of sponsored programming on FilmFour billed as 'First Direct presents Director's Firsts'. This was backed up by various promotional offers through tie-ups with The Guardian and Odeon cinemas.
The sponsorship offered free FilmFour programming to all viewers in multichannel homes on the night of the broadcast - 1 October. In addition, First Direct customers where offered free FilmFour for a month. The results included an awareness level of 62 per cent among adults.
