SUPPLEMENT: APG CREATIVE PLANNING AWARDS; Sponsored by More O’Ferrall Adshel: Multi-Media Campaign



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.


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


Moreover, to establish the unknown Daewoo brand quickly, the agency

started advertising long before any cars went on sale in April this


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.


Winner: Liesa Bruce

Agency: Saatchi and Saatchi

Creative Directors: Bill

Gallacher, Richard Myers

Art Director: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.


Winner: Charles Vallance

Agency: WCRS

Creative Directors: Rooney Carruthers, Larry Barker

Art Director: Rooney Carruthers

Copywriter: Larry Barker

Client: Hutchison

Product: Orange

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