CAMPAIGN MEDIA AWARDS 2000: THE READER'S DIGEST AWARD - Best Use of Consumer Magazines - Winner: Boots No 7 pop-up



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


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 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, 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.


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