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.
