Campaign Media Awards 2005: The Newspaper Society Award - Best Use of Research

WINNER Title: Reconnect 2 Media agency: OMD UK Creative agency: Wanadoo UK Brand/product: Reconnect 2

Before Reconnect 2 came along, planning online advertising was based on limited research and gut feel. Reconnect 2 recognises that planning is a fundamental aspect of getting online advertising right and offers advice to advertisers about which online format of advertising is most effective. Research was conducted through OMD's online panel of 2,500 adults and by applying frequency caps on the most intrusive formats of advertising and recommending the best formats to creative agencies at briefing stage. Commendation Title: Peugeot 1007 Virtual Car Clinic Media agency: OMD UK Client: Peugeot Brand/product: Peugeot 1007 Marketing director: Andrew Sutton Media/brand manager: Melanie Kent The "1007 Virtual Car Clinic" gave potential purchasers a virtual experience of the 1007 model and gave Peugeot an insight into who buyers of the car were likely to be. Peugeot found its target group had shifted from a young 25-45 urbanite group to a core female consumer between the ages of 45-54, who were reluctant to visit car dealers. To promote the service, OMD devised a strategy that saw an integrated campaign run across TV, press and online advertising, as well as testing price points and finance offers.


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