Nike "Run London"
The Metro team won the pitch to be the exclusive press partner for the
Nike Run London's campaign as 70 per cent of Metro readers are keep fit
enthusiasts who are in sedentary office jobs. Metro's ideas included a
four-page guide to preparing for the Nike run as well as a training
schedule and the programme of training runs. The campaign was a success,
with the 10,000 places available for the ten-kilometre run being taken
up within just five days of the campaign breaking.
Jack Gold at Nike UK said: "The event tied in perfectly with Metro's own
editorial values and approach to their readers. Metro was an integral
part of our multimedia campaign."
The Sun's Striker and Virgin Mobile
The Sun's Striker cartoon strip football team was launched in April as
the first virtual team with a commercial sponsor, Virgin Mobile.
Research from the first week showed 26 per cent sponsorship awareness of
the Virgin Mobile brand, whereas Vodafone's high-profile sponsorship of
Manchester United registered only 24 per cent.
"It's time to leave the country"
The Metro team pitched a three-pronged approach that allowed
Thomascook.com consistent daily exposure to Metro's affluent urban
audience. This included sponsorship around the weather and the
horoscopes in the newspaper, as well as Metro Life's guide to cities
across the world. The final part was placing ads in Travel Metro. All
three elements were branded with the campaign's slogan: "It's time to
leave the country."
WINNER
Title: Nike "Run London"
Media Agency: MindShare
Media Planner: David Wilding
Creative Agency: TBWA/London
Client: Nike (UK)
Brand/Product: Nike "Run London"
Communications Director: Jack Gold
UK PR Manager: Jack Gold
COMMENDATION
Title: The Sun's Striker and Virgin Mobile
Media Owner: News Group Newspapers
Advertising Director: Ian Clark
Advertising Manager: Liam Reynolds
Media Agency: Manning Gottlieb Media
Media Director: Matt James
Account Director: Andrew Stephens
Client: Virgin Mobile
Marketing Director: James Kydd
COMMENDATION
Title: "It's time to leave the country"
Media Agency: Booth Lockett Makin
Media Planners: Adam Shoefield, Michael Aneto
Creative Agency: TBWA/London
Client: Thomas Cook
Brand/Product: Thomas Cook
Marketing Director: Alexa Clark
