The advertising was placed at the point of purchase and effectively warned buyers that websites selling cheap cigarettes are acting illegally, are misleading them and that the buyers face potential sanctions should they decide to make a purchase. By focusing the advertising at this point, only committed potential buyers were targeted and warned, thereby helping to prevent illegal sales of cigarettes and undermine profits for those websites acting illegally.
02 BIG BROTHER SPONSORSHIP
Drum PHD had organised BT Cellnet's sponsorship of Big Brother 2. So when Cellnet rebranded as O2, the objectives were to establish the new brand among 16- to 34-year-old consumers, showcase new products and services, drive revenue growth and increase usage and interaction. Using more than 5,000 sponsorship credits, O2 generated 37 per cent spontaneous brand awareness. It even beat Cadbury's/Coronation Street in Consumer Tracker studies when they asked consumers spontaneously to name brands associated with TV sponsorship.
WINNER
TITLE: Anti-tobacco smuggling
MEDIA AGENCY: I-Level
ACCOUNT DIRECTOR/MEDIA PLANNER: Nick Walters
CREATIVE AGENCY: Tangozebra
DIRECTOR OF ADVERTISING: Martin Pavey
CLIENT: COI Communications for Customs & Excise
PRODUCT: Anti-tobacco smuggling
ASSISTANT PUBLICITY OFFICER: Anthony Cutler
COMMENDATION
TITLE: O2 Big Brother sponsorship
MEDIA AGENCY: Drum PHD
MANAGING DIRECTORS: Laurence Munday, Simon George
MEDIA BUYING AGENCY: The Allmond Partnership
CREATIVE AGENCY: VCCP
CLIENT: O2
BRAND: O2
MARKETING DIRECTOR: Cath Keers
MEDIA/BRAND MANAGER: Mimi Sparrow
