Campaign Poster Advertising Awards 1997: Effectiveness Awards - Most Effective Use of Posters in a Mixed-Media Schedule - Sponsored by the Outdoor Advertising Association

Gold Award

Gold Award



SCOTTISH TOURIST BOARD



In 1990, trips made by English residents accounted for 53 per cent of

all holidays taken in Scotland. When this proportion dropped to 45 per

cent in 1993 the Scottish Tourist Board recognised that a focused

marketing effort would be required to attract back this lucrative

market.



Because of the limited advertising budget only part of the English

market could be targeted. Research identified London, the North-west,

the North-east and Yorkshire as key regions of opportunity.



The need to raise awareness of Scotland as a holiday destination and

accentuate Scotland’s assets (ruggedness, romance, natural beauty and

escapism) were the same throughout the country. The key difference

between London and other areas was breaching the biggest barrier in

people’s minds against coming to Scotland - the time and cost of getting

there. A multi-media strategy was designed for London that would alter

both of these perceptions.



Because of the high cost of appearing on Carlton TV, the weight of TV

exposure was significantly lower in London than in other regions. The

decision was made to use London Underground posters to highlight

Scotland’s thematic appeal and also remove the barrier of the time and

the cost of travel.



The London Underground campaign, which was launched in August 1995,

succeeded in raising awareness and propensity among tube users to higher

levels than among the general London population. The only reason for

this is their exposure to the poster campaign.



Gold Award

Product: Scottish Tourism

Agency: Faulds Advertising

Client: Lorna Easton, director,

UK marketing, Scottish Tourist Board

Account Directors: Tom Gill, Helena Ward

Media Director: Robin Jack

Account Planner: Mark Cuthbert

Creative Director: Jim Downie

Art Director: Brian McGregor

Copywriter: Pete Bastiman

Typographer: Brian McGregor

Photographers: Colin Prior, Paul Tomkins



Commendation



DMG EXHIBITION GROUP



In 1996 DMG Exhibition Group needed to revitalise its

78-year-old-flagship brand, the Daily Mail Ideal Home Exhibition. Its

main marketing objectives were to encourage a younger, higher spending

customer, to sell the exhibition as a full day out and to boost

attendance figures generally.



Posters were the lead medium, supported by radio (London and

South-east), magazines and newspapers. The outdoor campaign had three

segments - transport, roadside and a unique mobile sitting-room

featuring moving mannequins.



The results were dramatic. Attendance went up by 9 per cent, the drive

resulted in a 45 per cent advertising awareness, compared with 22 per

cent in 1995. Forty per cent of exhibition visitors knew about the show

from the ads. Advertising on London Underground had a 56 per cent recall

and 18 per cent on roadside sites.



Commendation

Product: Daily Mail Ideal Home Exhibition

Agency: CIA Medianetwork, Outdoor Focus

Client: DMG Exhibition Group

Account Director: Tim Mortimer

Media Director: Rupert Slade

Account Planners: Rupert Slade, Tim Mortimer

Creative Directors: John O’Sullivan, Chris Whittaker

Art Directors: Chris Whittaker, Adam Mandelstaw

Copywriters: John O’Sullivan, Daniel Fagg

Illustrator: Colin Mier



Silver Award



NORTH WEST WATER



Since privatisation, the water industry has borne the brunt of criticism

for profiteering. This translates into a customer perception of high

cost.



In reality, research showed that only 2 per cent of North West Water

customers were aware of what they were actually paying for. In 1996, the

company decided it was time to reclaim the public agenda and identified

the objective of repositioning itself as ’delivering value for money

services’.



The campaign - covering 400 poster sites - ran in the first two weeks in

November 1996. The strategy was to make customers sit up and take

notice - so a teaser campaign was launched. TV and posters were used to

complement each other; posters carried a 60p message (the average daily

household cost) while TV highlighted household items that could be

bought for the same amount of money.



Having intrigued customers with the cost message, North West Water

needed to educate them further on how their water rates were spent.

Outdoor was used with TV to deliver easily digestible facts. These

poster treatments were split over 250 sites regionally from 16 November

to 26 December 1996.



An NOP tracking study revealed that the posters enhanced the recall of

the 60p message by 72 per cent. Awareness of waste water treatment was

90 per cent higher for those who has seen the posters. Similarly,

awareness of 3,000 tests was 50 per cent higher among those who had seen

the outdoor campaign. Recall of value for money as the main message from

the advertising was 47 per cent higher for those who had seen the

posters.



Silver Award

Product: North West Water

Agency: BDH Advertising

Clients: John Drummond, communications director;

Andrew Hewitt, communications manager, North West Water Account

Director: Belinda Miller

Media Director: Dawn Offland-Golding

Account Planner: Nicole Ten Thij

Creative Director: Al Dickman

Art Director: Gary Hulme

Copywriter: Jayson Rothwell

Typographer: Damian Rawcliffe

Photographers: Tim Ainsworth, Jonathan Cakes



Commendation



NIKE UK



Nike saw the Euro 96 football championship as a major opportunity for

the brand to be seen. Manning Gottlieb Media created six outdoor

strategies that allowed Nike to get the message across to supporters and

be seen by the general public.



MGM visited each football stadium - eight in all - and picked out

individual 96-sheet and 48-sheet sites that would guarantee presence at

every Euro 96 match. Nike did not use TV advertising for the final,

instead using a Mills & Allen 48-sheet national blitz comprising 2,350

of its best sites for the week before the final.



In a BMRB Survey of 2,016 adults in July 1996, Nike achieved 23 per cent

recall as an official Euro 96 sponsor - when it wasn’t. Nearly half the

official sponsors scored lower than Nike. RSL’s Signpost (an interview

of 300 people between 4 June to 6 July) showed that Nike scored twice as

high as all other poster campaigns for awareness and brand

attribution.



Commendation

Agency: Manning Gottlieb Media,

TBWA Simons Palmer

Client: Claire Dobbie,

advertising manager,

Nike UK

Account Director:

Hilary Taylor

Media Director: Colin Gottlieb

Media Planner: Colin Gottlieb

Creative Directors:

Andy McKay,

Paul Hodgkinson

Art Director: Andy McKay

Copywriter: Paul Hodgkinson

Typographer: John Tisdall

Photographers: Tim O’Sullivan, Seamus Ryan



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