Setanta, MySpace and the controversial subject of agency remuneration are up for discussion with Media Week’s Steve Barrett, Tristan O’Carroll and Rich Sutcliffe in the Media Week podcast.
Here are some of the big Lion winners for direct marketing, promotion and PR, by client: The Obama campaign, Hagan Dazs, Queensland Tourism, Guinness, and DeBeers Diamonds. There were others but the above-mentioned fared particularly well. Queensland Tourism managed to get the Grand Prix in both PR and Direct.
Look at that list again. What do these seemingly disparate interests have in common, besides excellent campaigns? They are all very wonderful things.
Even if one voted against him, the idea of President Obama was pretty spectacular. Electing a black President elicited tears of joy even from die hard Republicans…some anyway. And who doesn’t love ice cream, particularly the Haagen Dazs variety? Guinness is an icon for pleasure. Diamonds are a girl’s best friend. And the other is an exotic travel destination.
These were clients who, frankly, didn’t need marketing or PR.
In support of Droga5’s wickedly funny “Great Schlep” campaign, the jury held up Obama’s win as an example of its effectiveness. Of course everyone in the French theater applauded. But seriously, was Obama’s campaign ever really in doubt? More to the point, does anyone out there honestly think this edgy little film helped get him elected?
Dramatizing the awesomeness of beer, ice cream and diamonds seems like driving a Ferrari fast. I’m not sure if doing good work for clients with pleasure built into their DNA is easier, but it can’t hurt. Think about it. There is no problem for the marketing to solve. PR is not in damage control. It is, as we say in America, all good!
This is not an indictment of any of these fabulous contenders, merely an observation. Perhaps none of them needed marketing. But what’s even better is they wanted it.
Advertising Agency: ARMANDO TESTA Turin, ITALY
Media Agency: MAXUS Milan, ITALY
Maurizio Sala Armando Testa Creative Director
Marco Faccio Testawebedv Creative Director
Nicola Lampugnani Armando Testa Copywriter
Francesco Milanesio Testawebedv Copywriter
Francesco Guerrera Armando Testa Art Director
Alessandro Pierobon Armando Testa Client Director
Ilaria Dogliotti Testawebedv Account Supervisor
Ilaria Radice Armando Testa Account
Loredana Ambrogi Armando Testa Account Supervisor
Results and Effectiveness:
People soon became fond of the story. In 10 days it has been recorded: 50,000 mails. 151,841 visitors to the Baci Perugina site. 26,678 contacts on YouTube. 5,400,000 impressions on MSN. Sales + 11% in an a-8 market. Giovanni’s story was spontaneously talked about on TG1, the most important national TV news.
Creative Execution:
The campaign was planned on different media: viral videos, the community engagement through YouTube, Facebook and the Perugina community, an interactive outdoor and a local event.
Insights, Strategy and the Idea:
Baci Perugina is one of the most important brands of chocolate in Italy, belonging to the Nestlè Group. To capitalise on Baci Perugina’s awareness during the period around Valentine’s Day, it was decided to make an integrated campaign able to get people talking using the only language that has always distinguished Baci Perugina: love. The idea was an impossible love story born online between the shy Giovanni and his beautiful neighbour Gaia. The plot: Gaia says to Giovanni that if 50,000 people would ask her to kiss him, she will do. So Giovanni makes a video, loads it on YouTube and opens a group on Facebook asking for help. Baci Perugina doesn’t come into the scene from the beginning, but it figures as an “independent supporter” of Giovanni’s initiative. At the end 50,000 mails arrive and Gaia has to kiss Giovanni. 8 videos show the big moments of the story.
Goviral Network est une nouvelle plate-forme qui offre la possibilité de monétiser l’audience de son blog ou site avec des vidéos rémunérées au Cout Par View (CPV). Cela signifie que chaque play r éalisé par un de vos visiteurs vous rapporte une somme variable selon les campagnes. Cette […]
Advertising Agency: LOWE & PARTNERS KUALA LUMPUR, MALAYSIA
Executive Creative Director: Ng Heok Seong
Creative Director: Ng Heok Seong
Copywriter: Mohan Prabhakar
Advertiser’s Supervisor: Yeong Tze Kuen
Account Supervisor: Ong Bee Lin/Nicole Wong
Producer: Eddie Lee
Art Director: Joseph Lee
Illustrator: Desmond Phang
Photographer: Hoch/Studio Pashe
LONDON – Animal rights advocates Peta have followed up their inflammatory “feeding kids meat is child abuse” poster with a billboard in Glasgow which says “meat kills”.
And the winners are… PR Lions Procter & Gamble, Protecting Futures, MS&L New York, USA Diageo Portugal, World’s First Ephemeral Museum, Lisbon, Portugal Sagami Rubber Industries, Love Distance, GT Tokyo, Japan Cabaret Voltaire, Zurich’s Being Sold, Spillman/Felser/Leo Burnett Zurich, […]
LONDON – Exposure Group has merged brand strategy agency Exposure Innovate with smaller sister design consultancy Ray of Light to create an agency called The Gild.
Advertising Agency: McCANN WORLDGROUP Causeway Bay, HONG KONG
Executive Creative Director: Spencer Wong
Creative Director: Nick Lim/Terry Tsang/Chris Fong
Copywriter: Terry Tsang/Wong Wai
Account Manager: Yen Lee/Penelope Yau/Calton Chu
Art Director: Cherry Yiu/Nicky Sun
And the winners are… Gold Lions 1. Axion Banner Concerts, Boondoggle (2), Leuven, Belgium 2. Jewish Council for Education & Research, The Great Schlep, Droga5, New York, USA 3. OVK/Parents of Child Road Victims, Let It Ring (2), Happiness Brussels, Belgium 4. Conect Village Where Nothing […]
And the winners are… Gold James Ready, Share Our Billboard Campaign, 1, 2, 3, Leo Burnett, Toronto, Canada IKEA ToyBeast, ClothesBeast, BookBeast, DDB Germany, Dusseldorf, Germany Alka Seltzer Bear, Paparazzi, Magician, Mafia, Prison, CLM BBDO Paris, France Fiat, Panda, Walrus, Penguin, […]
And the winners are… Gold Promo Lions Portuguese Red Cross, Hope Store Sells Hope, Leo Burnett, Lisbon, Portugal Four’n Twenty Pies, Magic Salad Plate (2), Clemenger BBDO Melbourne, Australia Adidas NZ/NZ Rugby Union Adithread, TBWA\Whybin\Tequila, New Zealand Pascall, When Will the Fruit […]
LONDON – Upmarket home furnishings store Habitat has apologised after it tried to promote offers at its stores with mentions of the Iranian elections and iPhone on its Twitter feed.
LONDON – Agency Republic has won the digital account for Premier Foods’ Hovis following a final shoot-out against Work Club.
LONDON – Contact lens manufacturer Ciba Vision is launching a promotional campaign to encourage teenagers to consider using lenses.
NEW YORK – Deadline Hollywood Daily, a three-year-old news blog that has earned a reputation for breaking media industry news, has been bought by digital media company Mail.com Media Corporation for a reported $10m (£6m).
Advertising Agency: MARCEL PARIS, FRANCE
Chief Creative Officer: Frederic Temin/Anne De Maupeou
Copywriter: Eric Jannon
Advertiser’s Supervisor: Olivier François/Arnaud Belloni/Maurizio Spagnulo
Account Supervisor: Frederic Témin
Art Buyer: Jean-Eric Le Coniac
Art Director: Dimitri Guerassimov
Photographer: Ebo Fraterman
Advertising Agency: SAATCHI & SAATCHI NZ Auckland, NEW ZEALAND
Executive Creative Director: Mike O’Sullivan
Creative Director: Luke Chess
Copywriter: Slade Gill/Dave Govier/Paul Coghlan
Advertiser’s Supervisor: Clare Morgan
Planner: David Mcindoe
Account Manager: Saya Tran/Daniel Thorn: Account Director
Account Supervisor: Mark Cochrane
Producer: Jane Mill
Art Director: Stephen De Wolf/Levi Slavin
Photographer: Stephen Langdon
Other Credits: Production Company: Reload. Production Co Producer: Catherine Maccormick. Design: Nick Smith
Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington
Copywriter: Kimberley Ragan/Rebecca Johnson-Pond
Account Manager: Janelle Van Wonderen
Account Supervisor: Scott Coldham, Janelle Van Wonderen
Producer: Paul Courtney
Art Director: Rebecca Johnson-Pond/Kimberley Ragan
Photographer: Mat Baker
Dop/Photographer: Phil Newman/Gemma Heyes; Editor: Aliesha Staples
LONDON – Pearson-owned FT.com has partnered with luxury watchmaker Jaeger-LeCoultre to promote the watchmaker’s 175 years in the business.
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