IPA ADVERTISING EFFECTIVENESS AWARDS 2000: E-COMMERCE/INTERNET AWARD - Sponsored by Adforum.com

SCOOT.COM

Agency: BMP DDB

Authors: Alex Whelan, Sam Dias

Client: Jon Molyneux for Scoot.com

Creative Directors: Larry Barker, Tony Cox

Art Directors: Dave Dye, Nick Allsop

Copywriters: Sean Doyle, Simon Veksner





THE SUBMISSION

The power of purple - how bold advertising helped build a successful dotcom business. New advertising featuring Mr Scoot rapidly improved Scoot.com's awareness, understanding and image.

It generated dynamic growth in usage and revenue, providing the platform for Scoot's business growth. The board used these results to negotiate more partnerships and investment. Hence, advertising helped Scoot.com achieve its vision of becoming a key interactive player, with increased shareholder value.



THE JUDGES' VIEW

The judges regarded this as a benchmark case for dotcoms with a clear proposition and evidence of the communication's effectiveness against all objectives.

It gave very strong evidence that the advertising influenced trade partners and the City. It showed a wide range of evaluation effects, providing a very convincing argument and a detailed analysis of how Scoot's advertising appealed to different audiences. Perhaps most interestingly it set out to identify the precise savings obtained by improving call quality.

Scoot has operated ahead of the pace in making commercial sense of the dotcom environment. This case showed that not only did it get the timing right, but that it also used advertising and response as a mechanism for funding growth. As Scoot prospered, it became more attractive to new partners and this resulted in a direct effect on the company's share price. This higher market capitalisation allowed Scoot to expand in the UK and also across Europe.



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