CAMPAIGN MEDIA AWARDS 2001: The Yahoo! UK and Ireland Award - Best Use Of Mixed Media

Tokyo Life/Selfridges

The chief executive of Selfridges, Vittorio Radice, was so impressed

with Tokyo that he decided on a Toyko theme for Selfridges' London and

Manchester stores for May 2001.

With its agencies, Selfridges travelled to Tokyo to immerse itself in

its culture, as the brief was to "bring Tokyo to life and do something


Selfridges transformed its identities into being Japanese as well as

using Tokyo-style street activity.

The store also introduced a mascot, Kinkinki.

A Selfridges customer survey showed that 94 per cent of London shoppers

and 84 per cent of Manchester shoppers were aware of Tokyo Life, with

two-thirds of London shoppers and half of Manchester shoppers attending

the event.


Nestle's KitKat brand achieved its sales ambition of increasing sales by

25 per cent in five years in just two years through its integrated media


Many executions were topical, for instance, "egg" ran in The Daily

Telegraph next to coverage of John Prescott's boxing match. Similarly

the TV ad "loch" ran in a break for Braveheart. Media used included

phone boxes, through Phonesites and MSN Messenger, which targeted

consumers using e-mail.


Title: Tokyo Life/Selfridges

Media Agency: Naked Communications

Media Director: John Harlow

Account Director/Media Planner: Ben Milligan

Creative Agency: Karmarama

Creative Directors: Dave Buonaguidi, Naresh Ramchandani

Account Planners/Directors: Dave Buonaguidi, Naresh Ramchandani

Client: Selfridges

Brand/Product: Tokyo Life

Marketing Directors: Nick Cross, James Bidwell

Relevant Media/Brand Managers: Fiona Perkins, Sarah Matthew


Title: KitKat

Media Agency: MindShare

Media Director: Nick Ashley

Account Director: Simon Bielby

Creative Agency: J. Walter Thompson

Creative Director: Jaspar Shelbourne

Account Director: Emma Stewart-Smith

Account Planner: Kate Eden

Client: Nestle Rowntree

Brand/Product: KitKat

Marketing Director: Andrew Harrison

Media/Brand Manager: David Jarvis

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