To debut its music channel Flaunt, Sky teamed up with H&M. Radio promoted a contest to win H&M vouchers and 215,000 SMS messages were sent to encourage entries. In flagship H&M stores, staff wore co-branded T-shirts and posters were positioned at cash desks. About 760,000 viewers trialled Flaunt in the promotional period.
COMMENDATION
Title: Jackass: The Movie
Media agency: Mediaedge:cia
Media director: Iain Brewer
Media planner: Rebecca Burke
Creative agency: PPC
Creative director: Andrew Harrington
Account director: Nancy McCullough
Client: UIP
Brand/product: Jackass: The Movie
Marketing director: Deborah Sheppard
Media/brand manager: Steve Hunt
To entice 17- to 22-year-old men to watch the film, UIP focused on the show's reliance on shared humour. E-mails offering sneak previews, Sky's pub channel and magazines with high pass-on readership were chosen. The Daily Star, recognised as the target's preferred "toilet" read, ran a "vomit" ad and branded plastic turds were placed in urinals and sinks.
COMMENDATION
Title: Toast
Media agency: Rocket
Media director: Danny Stickney
Media planner: Fiona Grantham
Creative agency: The House
Creative director: Steven Fuller
Account planner: Sara-Jayne Lines
Client: GWR
Brand/product: GWR FM (Bristol)
Marketing director: Tom Millar
To promote GWR FM's new morning DJs, Bush & Troy, Rocket created The Toast of Bristol awards, where listeners voted for favourite fun parts of the city such as chip shops, pubs and lollipop ladies. Stickers and posters for the event were given away so potential nominees could boost their chances and advertise the awards.
