CAMPAIGN MEDIA AWARDS 2003: The Capital Radio Group Award - Best Total Communications Programme

WINNER Title: The Number 118 118 Media agency: Naked Communications Media strategists: Yusuf Chuku, Trudi Adonis, Anthony Swede, Juliette Hughes Client: The Number (UK) Ltd Brand/product: The Number 118 118 Marketing director: Alexandra Lewis

The Number's runners needed to appear everywhere before the 192 directory enquiries switch-off. Naked sought to establish the runners as "the people's heroes" hanging 118 vests on washing lines so the public could join in, stirring interest from the press. Actors playing the runners appeared at high-profile events.


Title: Vodafone live! Send it Like Beckham

Media agency: OMD UK

Media director: Matthew White

Media planner: Richard Murkin

Creative agency: J. Walter Thompson

Creative director: David Rossiter

Account director: Joseph Petyrn

Account planner: Sally Burrell

Client: Vodafone

Brand/product: Live!

Marketing director: Guy Phillipson

Media/brand manager: David Perry

Last to market, Vodafone live! became the number one network for picture messaging within a month of launch. Demonstration and interaction were the focus of the campaign. David Beckham was shown using a Vodafone live! handset in press, TV, cinema and outdoor ads. Every channel had an interactive element. A "virtual handset" ran online and an interactive TV ad on Sky offered a handset deal.


Title: Fray Bentos "Real Bloke Challenge"

Media Agency: Naked Communications

Media strategists: Gavin May, Matt Hardisty, Hannah Measures

Creative Agency: Mother

Client: Campbell's Grocery Products Ltd

Brand/product: Fray Bentos

Marketing director: Tim Perman

Media/brand manager: Karen Dymock

During the campaign's run, sales rose by 12 per cent and 72 per cent of consumers asked said they were more likely to buy Fray Bentos after seeing The Fray Bentos Real Bloke Challenge Roadshow, a contest to identify the UK's "Real Blokes".

Naked has been asked to repeat the campaign next year - but this time with a doubled budget.

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