CAMPAIGN MEDIA AWARDS 2003: The News Group Newspapers Award - Best Alcoholic Drinks and Tobacco Campaign

WINNER Title: Smirnoff Black Ice "Invented Media" Media agency: Carat Media director: Dan Benedict Client: Diageo Brand/product: Smirnoff Black Ice Marketing director: Syl Saller Media/brand manager: Chris Stagg

Smirnoff's seeding campaign for the launch of its Black Ice variant for men involved developing an entirely new media idea. Its pre-launch campaign included inserting postcards in jean and jacket pockets in fashion shops, sticking stickers to mirrors in hair salons and attaching branded labels to vinyl records in independent record shops. Within the campaign's first month, the rate of purchase of Black Ice surpassed the entire range of its ready-to-drink rival Bacardi Breezer.

COMMENDATION

Title: Carling

Media agency: Vizeum UK

Media director: Neal Deeprose

Account director: Andrew Mortimer

Client: Coors Brewers

Brand/product: Carling

Marketing director: Des Johnson

Media/brand manager: Andrew Constable

Carling is the number-one beer brand in the UK, but only number four in London. To boost its presence in the capital, Carling partnered London Underground to sponsor its licensed buskers. Busking sites became "Carling Live Underground Music" platforms and plasma displays gave updateable messages. Spontaneous awareness has lifted by 46 per cent and 25 per cent of 18- to 24-year-old men are familiar with the "Carling Dynamic Billboards".

COMMENDATION

Title: Foster's Pit Girls

Media agency: Starcom MediaVest

Media director: Marco Centonze

Media planner: Sam Browne

Client: Scottish Courage

Brand/product: Foster's

Marketing director: Andy Neal

Media/brand manager: Peter Mooney

To broaden the allure of its Grand Prix sponsorship beyond motoring enthusiasts, Foster's focused on two key insights to seduce 18- to 24-year-old men: celebrities and beautiful women. A team of models - the Foster's Pit Girls - were hired to follow the Grand Prix circuit and report back on the races and celeb-packed parties. Their shenanigans were then revealed through a partnership with FHM, FHM.com and Emap radio properties.

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