Claire Beale chooses the launch campaign for Egg, the banking
service from Prudential: ’First the day-long blitz of vox-pop ads on
Channel 4.
Then the sponsorship of an eclectic range of TV shows which haven’t
previously been sponsored, all tied in with the clever press ads which
ensure that if you don’t get the message with the first execution, the
second makes sure you go back and look again. A brilliant mix of media,
all used intelligently.
It worked too well, if problems with response handling are anything to
go by.’ Media planning and buying: Drum PHD and New PHD; creative: Drum
and HHCL & Partners.
