CAMPAIGN MEDIA AWARDS 2001: The Sunday Business Award - Best Use of Newspapers - Megastar

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



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