Media Awards 2004: Best Media and Entertainment Campaign

WINNER

Title: Lapdance Island - E4

Media agency: Naked Communications

Account directors: Anthony Swede, Pete Lien

Creative agency: 4Creative

Marketing director: Rufus Radcliff

Client: E4

Brand/product: The Pilot Show

Media/brand manager: Lindsay Nuttall

Naked Communications set about recruiting contestants for a reality TV programme that didn't exist - to promote E4's celebrity-duping show Pilot Island. Men were driven to a microsite to complete an application form for Lapdance Island, the show that promised to take ten men to a tropical island full of gyrating lapdancers. 20,000 applied only to discover that they had been tricked in the same way that celebs would be fooled on Pilot Island. Viewing figures were 75 per cent higher than expected - a 6 per cent share of the 16- to 34-year-old audience for the first show.

COMMENDATION

Title: Honey - UIP

Media agency: ZenithOptimedia

Media director: Rachel Forde

Account director: Daniel Friel

Marketing director: Deborah Sheppard

Client: UIP

Brand/product: Honey

Media/brand manager: Steve Hunt

To create a buzz before the launch of Honey, the teen flick about a girl who dreams to become a music video choreographer, ZenithOptimedia staged dance-offs hosted by local DJs in shopping centres around the UK.

Emap's youth TV, radio, online and press platforms were used to promote the events, and the competitors' best moves were made into a feature screened on The Hits, The Box and Kiss TV. More than 10,000 teenage girls turned up to dance and the film's box-office takings were 60 per cent higher than expected.

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