Campaign Media Awards 2008: Best Automotive, Aerospace and Marine Campaign

Title: VW Observer Film Quarterly
Media agency: MediaCom
Media director: Luke Bozeat
Media planners: James Thomas, Dan Wood
Creative agency: Guardian Observer
Creative director: Aida Kaisy
Account directors: James Thomas, Dan Wood
Account planner: Penny Bartram
Client: VW
Brand: VW
Marketing director: Rod McLeod

Volkswagen already has a relationship with filmlovers via its sponsorship of independent cinema with its "see film differently" campaign. This partnership between MediaCom and Guardian Media Group took it one step further, launching a new film magazine, the Observer Film Quarterly - the first big launch in the sector since Empire appeared in 1997. The idea was to create branded content that went beyond a mere vanity project and deliver something that people would actually want to pay for. Cover stars have included Angelina Jolie and Jack Nicholson, and the magazine has helped generate thousands of script ideas for the next series of cinema ads. Circulation of The Observer rises by 5 per cent when the quarterly appears and raises spontaneous awareness of the Volkswagen brand.