Media Awards 2010: Best Fashion, Beauty and Healthcare Campaign

Title: alli
Duration period: May 2009
Media agency: MediaCom
Media director: Andrew Niven
Account director/media planner: Carly Bolding
Creative agency: WCRS
Creative director: n/s
Account director: Darren Thomas
Account planner: n/s
Client: GlaxoSmithKline
Brand/product: alli
Marketing director: Tim Brooks
Media/brand manager: Ruth Irving

The pharmacy-only weight-loss treatment alli was one of the drug company GSK's most important marketing launches.

The weight-loss industry is filled with miracle cures and fads. MediaCom was challenged with getting the message across that alli, which is approved by the European Medicines Agency, is different.

The agency eschewed the obvious route of advertising during shows such as Celebrity Fat Club and, instead, focused on ones with positive lifestyle messages, such as Supernanny and Come Dine With Me. It also targeted people interested in food through partnerships with Channel4.com and NatMags' magazines, including a microsite that pulled in recipes and content for Channel 4's food website. These were then "alli-fied" to make them contain less than 15g of fat.

The campaign helped alli.co.uk achieve a million visits and thousands of registrations. Alli sales exceeded £17 million in the first year since launch, and consumer brand awareness stands at 50 per cent.

Title: Max Factor Makeover Break
Duration period: 11 June 2009-4 September 2009
Media agency: Starcom MediaVest Group
Media director: Ravi Saksena
Account director/media planner: Paul Clout
Creative agency: 4Creative
Creative director: Ita Fitzgerald
Account directors: Selena Cunningham, Rod Maine, Molly Manners
Client: Procter & Gamble
Brand/product: Max Factor (Clairol, Olay, Aussie Hair Care)
Marketing director: Zaid Alqassab
Media/brand manager: John Drake

In a crowded, competitive cosmetics market, Starcom MediaVest needed to find a way to give the P&G brand Max Factor the chance to stand out and to overcome consumer scepticism. To achieve this, the agency decided to show the brand's products in action by creating a real-life primetime makeover show, titled Makeover Break.

The show featured a real woman, chosen through a nationwide competition, and ran in successive ad breaks during programmes on Channel 4 that were watched by Max Factor's target audience, including 10 Years Younger and Gok's Fashion Fix.

Some of the Max Factor products featured in the makeover saw a sales rise of as much as 60 per cent following broadcast, and intent to purchase rose for all P&G brands featured. The strategy is now being rolled out globally.