Megastar was The Daily Star's website, which targeted professional
lads who surf the web in their lunch hour. According to research by
MegaStar, traffic soared on weekday lunchtimes when its target audience
went online.
The skill in this campaign was in juxtaposing MegaStar's ads with the
more heavyweight media choices among this target audience. The ads
themselves featured Star Birds covering their chest with ironic
headlines of political and cultural importance. So rather than going for
FHM, where the ads would have been just another page with scantily clad
women, CIA plumped for the likes of The Daily Telegraph, Private Eye and
Legal Gazette. As a result of their boldness, site traffic doubled.
WINNER
Title: Megastar
Media Agency: CIA UK
Head of Press Buying: Neil Allen
Account Director/Media Planner/Buyers: Phil Wise, Helen Wright
Creative Agency: Soul
Creative Directors: Bruce Crouch, Andy Bird
Account Director: Kevin Brown
Client: Express Newspapers
Brand/Product: Megastar.co.uk
Relevant Media/Brand Manager: Matt Jellicoe
