Campaign Media Awards 2009: Best Automotive, Aerospace and Marine Campaign

Title: Mercedes-Benz Approved Used - Making The Forecourt Mobile
Duration period: 2008-ongoing
Media agency: Maxus UK
Media director: Paul Capleton
Account director/media planner: Milly Newman
Creative agency: n/s
Creative director: n/s
Account director: Tony Bean
Account planner: n/s
Client: Mercedez-Benz Approved Used
Brand/product: n/s
Marketing director: n/s
Media/brand manager: Phil Parry

At any moment, there are around 7,000 used Mercedes-Benz cars for sale through approved users, each with a different spec. With consumers increasingly using the web to make car purchases, the company needed a way of making information on all these models easily available. Maxus came up with a simple but revolutionary idea: a full, dynamically updated brochure for each car accessed via mobile phone by texting the car's registration. The result was 2,000 hot sales leads and the work is now a permanent part of the Approved Used marketing strategy. Proof, the judges noted, that the idea was more than just a media strategy but an overall business solution.

Title: Upping The Pace
Duration period: 6 February 2009-30 June 2009
Media agency: Mediaedge:cia
Media director: Alistair Jones
Account director/media planner: Marie Collins
Creative agency: SWARM
Creative director: Chiara Capitanio
Account director: n/s
Account planner: Charlotte Gallagher
Client: Alfa Romeo
Brand/product: MiTo
Marketing director: Nicolas Bernard
Media/brand manager: Joao Streit

Alfa Romeo's first super-mini model, the MiTo, was launched at a time when competition couldn't have been stiffer. As a challenger brand, it needed a surefire way of making it on to the shortlist of cars that buyers were considering. Mediaedge:cia came up with the idea of the "Race Around the Web": tracking the most common pre-test drive journeys that car buyers make around the web when they research online. The MiTo Rally game was developed, running across the sites that car buyers are most likely to visit. The game was played more than two million times by 251,000 people and Alfa Romeo dealers were flooded with sales enquiries - all at a much lower cost than previous marketing efforts.


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