CAMPAIGN MEDIA AWARDS 2001: Campaign Gold Award - Best Media Campaign of the Year - Selfridges

Title: Selfridges and Tokyo Life

Media Agency: Naked Communications

Media Director: John Harlow

Account Director/Media Planner: Ben Milligan

Creative Agency: Karmarama

Account Directors: Dave Buonaguidi, Naresh Ramchandani

Creative Directors: Dave Buonaguidi, Naresh Ramchandani

Account Planners: Dave Buonaguidi, Naresh Ramchandani

Client: Selfridges

Brand/Product: Tokyo Life

Marketing Directors: Nick Cross, James Bidwell

Media/Brand Managers: Fiona Perkins, Sarah Matthews



Selfridges' multi-layered Tokyo Life campaign seamlessly interwove media

strategy with creative solutions. On a limited budget of £200,000,

Selfridges transformed from being as English as Earl Grey into being as

Japanese as japonica. Media was treated in the broadest sense as any

contact point between Tokyo Life and its customers, so for the month of

May, Selfridges stores in London and Manchester became media in

themselves.



Vending machines, window displays and store banners complemented

traditional paid-for media, for instance, on the back of The Guardian

Guide booklet.



Selfridges teamed up with Capital FM which turned its jingles Japanese

for the campaign period. E-mails and a screensaver formed part of a

viral campaign headed up by the campaign mascot, Kinkinki.