WINNER
Title: Scalextric (Boyz Night In)
Media Agency: Western International Media
Managing Director: Mike Tunnicliffe
Media Group Manager: Simon Burgess
Client: Hornby Hobbies
Brand/Product: Scalextric
Marketing Director: Tim Nabbs
COMMENDATION
Title: Volkswagen sponsorship of Sport on 4
Media Agency: BBJ
Media Director: Tim Elton
Head Of Sponsorship: Richard Brinkman
Creative Agency: Channel 4
Creative Director: Ceri Evans
Client: Volkswagen (UK)
Brand/Product: Generic/GTi
Marketing Director: Chris Craft
Marketing & Communications Manager: Louise Mather
COMMENDATION
Title: Nestle Birthday Club
Sponsorship Agency: BroadMind
Business Director: Andrew Lord
Account Manager: Adrienne Maidment
Creative Agency: Cartoon Network
Marketing & Promotions Manager: Jennifer Burgos
Sponsorship & Promotions Manager: Daniel Salem
Client: Nestle
Brand/Product: Nestle Corporate
Media Manager: David Jarvis
SCALEXTRIC (BOYZ NIGHT IN)
Congratulations go to Western International Media for capitalising on
what we’ve all suspected for years - that Scalextric is not only bought
by dads, but very much bought for them. By switching the focus of its
media deployment away from the children’s market and focusing instead on
Scalextric’s innate brand equity with 25- to 44-year-old dads, Western
helped to halt a long-term sales decline through sponsorship of an
evening of nostalgic male programming on Channel 5. What makes Western’s
initiative unique is the way it chose, in the absence of any suitable
existing editorial property, to sponsor a period of time where it could
work alongside the broadcaster to determine content sympathetic to the
brand. The resulting ’Boyz Night In’, transmitted on 2 December,
comprised an evening of foul language and 70s car chases.
VOLKSWAGEN SPONSORSHIP OF SPORT ON 4
In a bid to give an impression of excitement and dynamism to the VW
brand, BBJ negotiated sponsorship of all Channel 4’s sporting coverage
with the creation of Sport on 4, providing a consistent brand presence
throughout the year among an elusive, discerning and light segment of TV
viewers.
NESTLE BIRTHDAY CLUB
This May’s relaunch of the Nestle Birthday Club, featuring four
distinctive regular advertising spots on the Cartoon Network and
associated mailings, produced 9,000 new members within three months, and
significantly improved awareness of Nestle and its primary brands among
children and mums.
