CAMPAIGN MEDIA AWARDS: The Capital Radio Group Award - Best Public Sector, Utilities and Charities Campaign - Anti-tobacco smuggling

I-Level produced an anti-tobacco smuggling campaign for COI Communications on behalf of HM Customs & Excise which discretely targeted people purchasing cheap cigarettes.

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

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