WINNER
Title: Boots No7 pop-up
Media Agency: OMD UK
Associate Director: Kate Cox
Creative Agency: St Luke's
Creative Directors: Vic Polkinghorne, Nathan Cooper
Account Director: Holly Day
Account Planner: Pele Burgess
Client: Boots the Chemist
Brand/Product: No7
Marketing Director: Sue Needs
Campaign Manager: Liz Warren
COMMENDED
Title: The Islander
Media Agency: OMD UK
Media Director: Mark Palmer
Associate Director: Adam Smith
Client: HMV
Brand/Product: The Islander
Marketing Director: John Taylor
Media/Brand Manager: Richard Coles
BOOTS NO7 POP-UP
Boots No7 and its agency OMD UK cut through the advertising clutter in women's magazines with a unique advertising communication - a cardboard pop-up featuring the No7 range.
The pop-up turned the medium from a passive one to an active one by encouraging consumers to interact with the ad and therefore deepen their association with the brand.
It also offered several key benefits over conventional press advertising, including the chance to highlight a range of products, which is normally difficult to do in this product category.
Such was the success of the campaign that funds were moved out of TV to support production and insertion of more pop-ups than had been originally intended. It was estimated that it produced the same levels of awareness as a pounds 2 million TV campaign.
HMV - THE ISLANDER
HMV, via OMD UK, targeted Ibiza's one million UK 16- to 24-year-old visitors by forming an alliance with IPC to create a new, summer-only magazine brand, The Islander. As a result, HMV received branding on the front cover and on every page in the magazine. It also open the doors to myriad third-party marketing relationships and a number of range extensions including an Islander-branded bar in Ibiza.
