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.
