By identifying the places that these professionals go when they are not working, Zenith adjusted its media plan accordingly. This included postcards in pubs and bars, six-sheet posters and postcards at the gym, 48-sheet posters at airports, ferry ports and Eurostar and bespoke "escape" supplements in the weekend press and leisure magazines such as Time Out and Venue in Bristol and Bath.
MGTF is now the biggest-selling two-seat-open-top in the UK, with 6 per cent more sales than the MX5.
TOYOTA
Toyota's Inside F1 campaign was not a traditional sponsorship of Formula 1 and was geared towards making the Toyota brand a dominant force in F1.
Using SMS, radio, competitions, online, broadcast sponsorship and even dealer integration, the Toyota brand was all over everything to do with F1, from bespoke radio editorial to press ads which reflected different F1 circuits.
Toyota recently recorded its most successful half-year sales period in the UK.
WINNER
TITLE: MGTF The Great Escape
MEDIA AGENCY: Zenith Media
ACCOUNT DIRECTOR/MEDIA PLANNERS: Fraser Heaviside, Rachel Bowden
CLIENT: MG Rover
BRAND/PRODUCT: MGTF
MARKETING DIRECTOR: Steve Robertson
MEDIA/BRAND MANAGER: Maggie Rose
COMMENDATION
TITLE: Toyota Inside F1
MEDIA AGENCY: Zenith Media
MEDIA DIRECTOR: Gerry Boyle
ACCOUNT DIRECTOR/MEDIA PLANNERS: Stephen Farquhar, Lindsey Parnell
CREATIVE AGENCY: Saatchi & Saatchi
CLIENT: Toyota
MARKETING DIRECTOR: Paul Philpott
