Gold
Winner: Jes Conway
Agency: Ogilvy and Mather
Creative Director: Patrick Collister
Art Director: Carl le Blond
Copywriter:Tony Strong
Client and Product: Bupa
Bupa is brand leader in the UK healthcare market. However, by 1991 its
market share in private medical insurance had come under sustained
pressure from aggressive competitive pricing and entrants from a general
insurance background. New brand advertising was required.
It was important that Bupa should not knock the NHS or use fear of
illness as a selling strategy. There was also a need to differentiate
Bupa positively as a brand. Qualitative research identified Bupa’s most
motivating point of difference as its specialist healthcare status.
Initial attempts to produce advertising to a brief based on this theme
were adequate, but did not produce the creative breakthrough that Bupa
expected. It was only when planning suggested harnessing people’s desire
for good health as an expression of their self worth that the creative
department emerged with the ‘You’re amazing. We want you to stay that
way’ campaign. To date, Ogilvy and Mather has produced two television
executions and numerous poster and press ads using this extremely
distinctive theme.
Silver
Winner: Chris Forrest
Agency: Duckworth Finn Grubb Waters
Creative Directors: Paul Grubb, Dave Waters
Art Directors: Mike London, Richard Flintham, Gareth Pitman
Copywriters: Andy Mcleod, James Fryer, Simon Riley
Client and Product: Daewoo
Daewoo has been the most successful company launch in the history of the
UK car market because client and agency planned not only an advertising
campaign, but an entire organisation around a vision of excellence in
customer service. The client’s objective was to achieve an unprecedented
1 per cent UK market share within three years, while selling cars based
on earlier versions of the Astra and Cavalier.
The agency identified a gap in the market - while car buyers are
broadly happy with modern cars, they remain overwhelmingly resentful of
car dealers. The car may be fine but the buying and ownership experience
is frequently miserable. Daewoo could position itself as ‘the most
customer-focused car company in the UK’.
Research taught the agency that motorists were cynical about car
companies’ claims to be customer focused. Duckworth Finn believed that
in order to overcome customer cynicism, Daewoo would have to be
different in everything it did. Distribution, marketing and advertising
have been designed to differentiate Daewoo totally from conventional car
companies.
Moreover, to establish the unknown Daewoo brand quickly, the agency
started advertising long before any cars went on sale in April this
year.
The first burst of the campaign was the corporate, television and
motoring press ads, which introduced ‘the biggest car company you’ve
never heard of’. The second wave, the dialogue campaign, asked people to
tell Daewoo what they wanted the company to do differently. To encourage
response, it offered participants a chance to become one of 200 test
Daewoo drivers.
Bronze
Winner: Liesa Bruce
Agency: Saatchi and Saatchi
Creative Directors: Bill
Gallacher, Richard Myers
Art Director:various
Copywriter:various
Client: Camelot
Product: National Lottery
As the UK was one of the last civilised Western countries to have
launched a national lottery, the agency began the planning process with
a comprehensive trawl of approaches and ideas from around the world to
see what could be learned.
As it was television, press and poster advertising that took the lion’s
share of the hefty marketing budget, it was crucial for the agency to
get the brief exactly right.
Research concluded that the resulting campaign had to be British and
achieve a critical mass of support at the launch. It also needed to be
established as a fillip to most people’s Saturday night entertainment.
As most overseas countries had launched with a scratchcard, Camelot
decided to opt for an on-line game to add novelty appeal. The lottery
had to be perceived as the nation’s biggest impulse brand, publicised by
an idea and not just an advertising execution. The idea needed to cross
all media and last week in, week out.
Despite the enormity of the task, the launch of the National Lottery has
been a phenomenal success, exceeding all targets: sales, public
participation and realistic levels of favourability. Eight five per cent
of the adult population have participated so far.
Commendation
Winner: Charles Vallance
Agency: WCRS
Creative Directors: Rooney Carruthers, Larry Barker
Art Director: Rooney Carruthers
Copywriter: Larry Barker
Client: Hutchison
Product: Orange
