CAMPAIGN MEDIA AWARDS 2001: Best Use of Consumer Magazines


Rather than advertise on television - which had been the preferred

option since Milky Way launched Magic Stars in 1995, MediaCom held an

open day for mothers and their children to try and gain some insight

into their two target markets: housewives with kids and kids aged two to

five. The brand wanted to refresh its tired copy and did not have a huge


At the open day, MediaCom noticed that parents were constantly trying to

encourage their children to indulge in activities other than watching

TV, and particular favourites prompted interaction between parent and

child. In response, MediaCom launched "Funteractive", which comprised

four elements: Toybox, a roll-out campaign across BBC Children's

magazines, branded games, exercises and competitions. Awareness and

frequency of purchase were boosted among both target groups.


Title: Funteractive

Media Agency: MediaCom

Media Director: Luca Margarito

Account Director/Media Planner: Mark Sherwood

Client: Mars

Brand/Product: Magic Stars

Marketing Director: Helen Stevenson

Relevant Media/Brand Manager: Paul Smith