DFGW lands bronze APG planning prize for work on Daewoo

Duckworth Finn Grubb Waters won a bronze APG creative planning

award in the category for the best campaign for established product


Tom Vick, the agency's joint managing director, and the account planner

Megan Thompson presented a paper which demonstrated that planning had

highlighted car safety as a key issue which would give Daewoo standout

in a crowded market.

Planning discovered that more than 90 per cent of all UK accidents are

caused by driver error, rather than by mechanical failure - despite many

car manufacturers emphasising safety features in their advertising.

To differentiate itself from its competitors, Daewoo gave away free

advanced driving lessons with every new car which benefited customers

and Daewoo alike. Its key proposition was: Daewoo cares about safer

drivers, not just safer cars.

As a result of the campaign, Daewoo reported significant growth, despite

difficult trading conditions.

The campaign's creative directors were Dave Waters and Paul Grubb. Art

direction was by Claudio Pasqualetti and Eugenia Pacelli was the


Last week's Campaign included a supplement of APG awards winners. Daewoo

was omitted from the APG category for best campaign for established

product brands on page seven. The joint gold winners in this category

were Revels by D'Arcy and Heinz by Leo Burnett.


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