WINNER
Title: Weekend FT - superstitial campaign
Media Agency: BJK&E Media
Media Directors: Tim Irwin, James Jennings
Group Head: Dan Matthews
Creative Agencies: Incline Media, Delaney Lund Knox Warren
Creative Director: Kevin Moss (Incline)
Account Director: Katrina Jungnickel (DLKW)
Account Planner: Bronwen Ballard
Client: Financial Times Newspapers
Brand/Product: Weekend FT
Marketing Director: Gordon Willoughby
Advertising Manager: Alex Withers
COMMENDED
Title: Innovate to communicate
Media Agency: Starcom Motive
Media Director: James Greet
Regional Business Director: Peter Colvin
Creative Agency: Lateral
Managing Director: Jon Bains
Client: Levi Strauss
Brand/Product: Engineered Jeans
Online Manager: Anne Bonew
Media/Brand Manager: Fredrik Carling
COMMENDED
Title: The Stellas
Media Agency: Starcom Motive (Starcom IP)
Media Director: John Owen
Creative Agency: Lateral
Managing Director: Jon Bains
Client: Interbrew
Brand/Product: Stella Artois
Marketing Director: Richard Evans
Brand Manager: Matthew Walmsley
WEEKEND FT - SUPERSTITIAL CAMPAIGN
The Weekend FT challenged its agency BJK&E to create a media strategy that would ensure it was kept front of mind with it current and potential customers.
With a very small budget, BJK&E turned to the internet and devised the UK's first superstitial campaign - called 'Beautiful room'. This took the form of an animated page of advertising that loaded in the background on the user's screen and then launched on top of the webpage.
'Beautiful room' showed the typical room of an upmarket Weekend FT reader.
As the viewer panned around the page, objects symbolising the paper's editorial offering wrapped themselves in pink newsprint and text then appeared talking about the relevant section. The ad was seen by more than 700,000 users and the click-through rate to the newspaper site was an impressive 2.58 per cent.
LEVI'S - INNOVATE TO COMMUNICATE
Levi's new design, Engineered Jeans, needed an innovative media strategy that focused attention on the design's USP, the twisted side seam. Through a partnership with Yahoo!, Starcom Motive used messages on both error pages and pop-ups to communicate the brand's irreverent attitude. The result was a new online experience that not only saw error pages added to Yahoo!'s ratecard but achieved impressive click-through.
STELLA ARTOIS - THE STELLAS
Starcom Motive set out to build a relationship between Stella Artois and online film fans. Working with the agency Lateral, the team identified an area of existing film site usage that Stella could own and to which it could add value - user ratings. By aggregating the ratings from the big film sites, a new online film awards scheme was created - The Stellas.
