CAMPAIGN MEDIA AWARDS 2000: THE VALUECLICK - The Pay for Results Advertising Network Award - Best Use of New Media for Consumers - Winner: Weekend FT



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


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


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


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 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.


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.