CAMPAIGN MEDIA AWARDS 2000: THE EXPRESS NEWSPAPERS AWARD - Best Use of Newspapers - Winner: The big occasion



Title: The big occasion

Media Agency: Optimedia

Media Director: Mark Waugh

Group Directors/Media Planners: Nilufar Fowler, Nadine Fragosa

Creative Agency: Publicis

Creative Team: Mark Fretton (copywriter), Mike Sequeira (art director)

Account Director: Hugh Kellett

Account Planner: Mike Wade

Client: Pentax UK

Brand/Product: Pentax Photographic

Marketing Director: David Cowperthwaite

Media/Brand Manager: John Dickens


Title: Creating brand guardians

Media Agency: Starcom Motive

Media Director: Ago di Falco

Media Planner/buyer: Katie Portno

Client: Cafedirect

Brand/Product: Cafedirect

Marketing Director: Sylvie Condette


Optimedia's challenge was to devise a media strategy that modernised Pentax and promoted its range of compact cameras.

Its solution was to capitalise on the importance of a camera at big occasions in people's lives by identifying key photojournalistic events and advertising around them. Front-page 7cm-strip ads were bought around events such as Sampras winning his seventh Wimbledon title - using the strapline 'Make sure every shot is an ace', England beating Germany at football with the strapline 'Make sure every shot counts', and, most notably, the Queen Mother's birthday with the strapline 'Captured everyone's favourite mum'.

Pentax exceeded its Christmas 1999 and first half 2000 sales targets by more than 30 per cent and the strategy has been repeated throughout 2000.


Starcom Motive opted to form a partnership between Cafedirect, the leading Fair Trade coffee brand, and a like-minded media brand - The Guardian - in a bid to create brand guardians to whom Cafedirect values and attitudes would appeal. The campaign focused on a launch day in which each section of the newspaper carried advertising. In addition, advertorials and a sponsored column explained the brand's story and a competition encouraged consumer involvement. As a result, sales rose across the Cafedirect range.


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