PEUGEOT - COLUMNS, STREET LAMP - FRANCE
Project: Columns, street lamp
Client: Philippe Just, head of publicity and promotions, PSA Peugeot
Brief: Create a Peugeot 607 follow-up print campaign
Creative agency: BETC Euro RSCG
Writer: Olivier Couradjut
Art director: Remy Tricot
Media agency: Media Planning Group
Photographer: Marc Gouby
Retouching: La Cartoucherie
Exposure: National and international newspapers and magazines
THE LOWDOWN BETC Euro RSCG continues its cat-and-mouse theme in its work for the Peugeot 607 with two print executions depicting the 607 as a predatory car in the urban jungle.
The ads come at a time when competition is hotting up between the two main French car manufacturers, Renault and PSA Peugeot Citroen - French car sales are up 6.5 per cent on January 2004 levels. Much of the surge in sales comes from new Renault registrations - up 17.5 per cent on the previous year. In comparison, Peugeot's sales have fallen by 0.5 per cent over the same period.
French brands enjoy a 58.5 per cent market share in France. PSA Peugeot Citroen's share fell from 34.6 per cent to 31.9 per cent last year, while Renault's was up to 27.5 per cent from 24.9 per cent a year earlier.
NISSAN - X-TRAIL MAP - NEW ZEALAND
Project: Nissan X-Trail map
Client: Anthony McLean, marketing communications manager, Nissan NZ
Brief: Make the X-Trail look like more of a family vehicle
Creative agency: TequilaAuckland
Writer: Valdean Klump
Art director: Zayed Siddique
Planner: Ben Goodale
Illustrator: Zayed Siddique
Typographer: Tom Vanderloos
Exposure: Direct mail to 5,000 prospects
The Japanese car manufacturer Nissan has launched a special edition Nissan X-Trail with a built-in DVD player and screens to keep the children quiet in the back. Previously positioned as an SUV for surfers and adventurers, TequilaAuckland has been briefed to illustrate how family friendly this version of the X-Trail is.
A mailer features a road map of New Zealand with the word "kids" inserted into the title. Inside, in crayon, as if a child had drawn them in, distance is indicated in terms of film lengths, rather than miles or kilometres.
As part of the campaign, consumers are also invited to take a test drive and fill in a questionnaire. Once they have done this, they are eligible to choose a free DVD from a list of 20 titles.
AXE - FEATHER - EUROPE
Project: Axe feather
Client: Michael Sheldon, brand manager for Axe/Lynx Europe, Unilever
Brief: Create online content that is entertaining enough to be passed
Creative agency: Dare
Art: director: Olivier Rabenschlag
Writer: Fiona Button
Planner: Rebecca Mackenzie
Axe (Lynx in the UK) ads in general have a lot to live up to, coming off the back of the brand's jaw-dropping success with Pulse. Rather than promoting a specific scent, this viral is part of an ongoing series of brand-building executions aimed at titillating its male target audience of 16- to 20-year-olds.
Users are invited to tickle a rather attractive girl lying on a bed using a digital feather. Depending on where she is tickled, the scantily clad model gives a variety of different and increasingly wriggly reactions.
Under the Axe brand, the viral has just launched across parts of Europe, where the website, www.axefeather.com, has already received more than 1.8 million visitors (constituting a 20 per cent return rate), with the average time spent on the site a rather worrying 8.54 minutes.
JENNY CRAIG - I NEED TO TALK TO JENNY - US
Project: I need to talk to Jenny
Client: Scott Parker, vice-president of marketing Jenny Craig
Creative agency: JWT, New York
Writer: Belinda Broido
Art director: Mark Kelly
Planner: Kitty Ravenhall
Media agency: Carat
Production company: Little Minx at RSA
Director: Mark Seliger
Editor: 89 Editorial
Post-production: 89 Editorial
Exposure: National TV
The US diet company Jenny Craig is increasing its media presence in its battle against Weight Watchers for market share and to win back members after the Atkins Diet boom. In the pilot episode of her comedy series Fat Actress, Kirstie Alley jokes that the only work she can get is as a spokeswoman for Jenny Craig. In a case of life imitating art, Alley is now the face of the company.
JWT New York has created the first in a series of TV ads with the theme: "Have you called Jenny yet?" The ads feature the actress talking to fellow "chubby" viewers and will track Alley's efforts to lose more than 50 pounds. As part of the campaign, Alley will also keep a weekly diary on the Jenny Craig website.