CIA wins award for Daewoo

CIA Medianetwork triumphed in the TV conference’s first TV Advertising Effectiveness Awards, beating four other agencies to the Flextech-sponsored prize.

CIA Medianetwork triumphed in the TV conference’s first TV

Advertising Effectiveness Awards, beating four other agencies to the

Flextech-sponsored prize.



CIA took the honours for its work on the launch of Daewoo cars into the

UK from April 1995 to December 1996, co-ordinated by the CIA account

director, Greg Grimmer, and the account planner, Matt Andrews.



The initial media strategy for the four ads explaining the Daewoo

proposition was that of dominating individual viewing occasions for

individuals within the target market.



Qualitative research showed that the greatest communication effect would

be generated by exposing the series of four ads within a single

programme environment.



CIA’s Convict software identified programmes with higher viewer loyalty

across breaks - those where the ad sequence would get fullest exposure

and those that would add cover to the schedule as a whole.



By the second phase of the campaign, 79 per cent of viewers claimed to

have seen advertising for Daewoo, 65 per cent of this from TV. In terms

of sales, Daewoo’s was considered the most successful in the car market

ever.



Grimmer said: ’The bold television strategy was deliberately different

to make Daewoo stand out from other car advertisers. Winning this award

emphasises CIA Medianetwork as a leading full-service media agency.’



Richard Burdett, the vice-president of sales and marketing at Flextech,

said that the award ’demonstrated how, used effectively, TV can help

clients’ ads work harder’.