Media Awards 2004: Best Automotive Campaign

WINNER

Title: Smart "Gap Sites"

Media agency: BJK&E Media

Group head: Katy Driver

Media planner: Nadine Turner

Creative agency: Farm

Creative directors: Gary Robinson, Owen Lee

Account planner: Paul Jeffrey

Marketing director: Sam Bridger

Client: DaimlerChrysler

Brand/product: Smart for two

Media/brand manager: Amanda Corbin

To push Smart's core product feature of being a car that can squeeze into the tightest of spaces, BJK&E chose to use a new outdoor format developed by JCDecaux - "gap sites". These smaller poster sites, situated in between traditional panels, supported the campaign strapline: "Gaps, you rock." The sites, which measured 9ft by 9ft compared with the 10ft by 20ft standard 48-sheet size, were placed in high-profile locations such as London's Tottenham Court Road and were seen by almost 1.5 million people a week.

COMMENDATION

Title: Mini Convertible Launch Campaign

Media agency: Vizeum

Creative agency: WCRS

Account planners: Cameron Saunders, Lisa Aitken, Sally Weavers

Creative director: Leon Jaume

Client: BMW (GB)

Brand/product: Mini Convertible

Marketing manager: Emma Lowndes

Media/brand manager: Ysabel Vazquez

The big idea behind the launch of the Mini Convertible was the Mini Open-Air Theatre, where famous stories were re-enacted outdoors with the diminutive marque taking the starring role. Building on the "It's a Mini adventure" positioning, the theatre was the strategic centre-piece on which all other media, from TV and print to press and online, were based. Smashing its target of selling 6,500 convertibles in 2004, Mini had taken more than 9,000 orders six weeks after the campaign broke.

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