WINNER Title: Shift_Original Drama From Nissan Media agency: Manning Gottlieb OMD Media director: Mark Jarrett Account director/media planner: Rachel Gascoyne-Day Creative agency: TBWA\London Creative directors: Matt Lever, Helen Board Account director: Catherine Harris Account planner: Chris Baker Client: Nissan Motors GB Brand/product: Nissan Marketing director: Paul Willcox Media/brand manager: John Parslow
In association with Sky One and TBWA\London, Nissan developed a series of sponsorship idents to promote the launch of its four new models: the Murano, Pathfinder, 350z Roadster and Navara Outlaw. Sponsorship ran on the programmes Dream Team, Nip/tuck and 24 on Sky, and included an interactive element where viewers were given the chance to win an adventure holiday: 395 viewers entered the competition interactively.
COMMENDATION Title: Mercedes-Benz Actros 'Comfort' Media agency: BJK&E Media director: Katy Driver Account director/media planner: Richard Friar Creative agency: MBA Creative directors: Martin Pierson, Simon Davenport Account director: Nicky Carey Account planner: Richard Longworth Client: Mercedes-Benz Brand/product: Actros Media/brand manager: Laura Murray-Carr
The Mercedes-Benz Actros is a 29+ tonne articulated truck and a home from home for truck drivers across the country. To push the Actros as a vehicle with comfort, BJK&E chose to use a formula of advertising on the back of trucks, at HGV service stations and on radio. Ads communicated the Actros' comfort message with the strapline: "How am I driving? Very comfortably thank you. Well, I am in a Mercedes-Benz Actros." It smashed its sales targets for 2004 by 57 per cent.
COMMENDATION Title: The Mighty Nissan Navara Media agency: Manning Gottlieb OMD Media director: Jon Gittings Account director/media planner: Rachel Gascoyne-Day Creative agency: TBWA\London Account director: Catherine Harris Account planner: Chris Baker Client: Nissan Motors GB Brand/product: Nissan Nivara Marketing director: Paul Willcox Media/brand manager: Andy Connell
To drive sales of Nissan's Navara model, Manning Gottlieb OMD was tasked with targeting an audience identified as "hands-on, modern-day woodmen".
Advertising reflected the size and bulkiness of the 4x4; huge posters ran on cranes and scaffolding, and a Nissan Navara was placed on top of the Nissan headquarters building. The campaign was supported by fold-out press inserts, with sponsorship running on the programme Scrap Heap Challenge.
As a result, sales of the car climbed by 171 per cent.