CAMPAIGN MEDIA AWARDS: The News Group Newspapers Award - Best Automotive Campaign - MGTF

The MGTF was positioned as the ultimate escape route for single working professionals for a spend of just £1.5 million.

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

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