Campaign Media Awards 2009: Best IT and Consumer Durables Campaign

WINNER
Title: What Would You Change?
Duration period: March 2009October 2009
Media agency: MediaCom
Media director: Claire Ferguson
Account director/media: planner Roz Hinds
Creative director: n/s
Account director: n/s
Account planner: n/s
Client: Dulux (AkzoNobel)
Brand/product: Dulux
Marketing director: Matt Day
Media/brand manager: Monjana Fyfe

The impact of the recession on the housing market has had a knock-on effect on paint sales. Dulux needed to remind its customers that making even small changes to their environment could have positive benefits. MediaCom came up with the idea of asking families "what would you change?" to encourage them to start talking about redecorating. Working with ITV and The Sun, the agency created a campaign running in 60-second spots in the final of Dancing On Ice, showing a home makeover from start to finish. Research showed that viewers abandoned tea-making to watch and discuss the ads. The judges were inspired too, saying the campaign was "innovative, quick and efficient".

COMMENDATION
Title: T-Mobile Dance
Duration period: January 2009-April 2009
Media agency: MediaCom
Media director: Anna Berry
Account director/media planner: Stephen Ward
Creative agency: Saatchi & Saatchi
Creative directors: Kate Stanners, Paul Silburn
Account director: Sally Beerworth
Account planner: Gareth Ellis
Client: T-Mobile
Brand/product: T-Mobile
Marketing director: Srini Gopalan
Media/brand managers: Sam Taylor, Kelly Engstrom

T-Mobile was lagging behind other mobile providers when a strategy was devised that would help its advertising cut through the clutter: a mass dance event at Liverpool Street station. Building on the idea that T-Mobile had great content to pass on to friends, the flashmob dancers startled commuters by breaking into a choreographed dance routine, encouraging them to join in. Footage posted on YouTube became an international sensation, viewed more than 12 million times, adding to the impact of the paid-for media. Footfall in T-Mobile stores hit the highest level to date and sales rose by 22 per cent during launch week.

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