CAMPAIGN MEDIA AWARDS 2001: The Media Business Award - Best Strategic Idea by a Media Owner in Broadcast

Capital Radio Advertising/ Selfridges Tokyo Life



Selfridges was broadening its appeal above and beyond its traditional

core to encompass 25- to 44-year-olds ABCs. Alongside newspaper and

ambient activity, 95.8 Capital FM was used to announce the event to

London, create interest and excitement, drive footfall and add

personality to the cheeky mascot character, Kinkinki.



Through Capital Radio Advertising, Toyko Life was promoted on flagship

station 95.8 Capital FM, as well as being backed by a competition on

Capital Interactive that gave listeners the chance to win a trip to

Tokyo. The station also changed its regular jingles to "Japanese"

jingles, and the presenter Simone Biene reported back to listeners from

the Selfridges store. The opening Saturday of the Tokyo Life experience

was the biggest sales day of the year, even eclipsing the first day of

Selfridges' January sales.



WINNER

Title: Capital Radio Advertising/Selfridges Tokyo Life

Media Owner: Capital Radio Advertising

Media Strategist: Barry Ferguson

Strategic Radio Development Manager: Emily Sutherland

Sponsorship and Promotions: Hina Samani, Charlotte Tobin

Agency Sales Executive: Tracey Martin

Media Agency: Naked Communications

Media Director: John Harlow

Media Strategist: Ben Milligan

Client: Selfridges

Brand/Product: Tokyo Life

Marketing Directors: Nick Cross, Sarah Matthews

Relevant Brand Manager: Fiona Perkins



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