PUBLIC RELATIONS AWARDS 2000: Craft - Best Use of Sponsorship

WINNER

WINNER

Nokia @ London Fashion Week

The Red Consultancy

Nokia's 1999 sponsorship of London Fashion Week was designed to underline the transformation of the mobile phone into a fashion item. The pounds 22,000 sponsorship followed the launch of Nokia's 5110 with changeable covers and the 8110 chrome phone, which had positioned the mobile as a desirable item in terms of its looks for the first time.

The sponsorship was designed to continue this momentum by maintaining the presence of mobile phones in the fashion press and cementing the link between Nokia and fashion. The agency negotiated a new sponsorship category for the brand - Official Mobile Phone of London Fashion Week - for pounds 11,000 a season.

This included the brand sponsorship of the media centre at the events; the opportunity to run a text message-based news service for journalists at the shows; the opportunity to launch new phones at the shows, and access to media contacts.

During London Fashion Week in February 1999, over 100 journalists signed up to receive the news service, which was authored by Red or Dead designer Wayne Hemingway. During the second season in September the service was provided by six national fashion writers who volunteered for the job - inspired by the challenge of putting pithy news summaries around to their colleagues.

For example, the Evening Standard's Mimi Spencer's messages included: 'Anthony Symonds puts proper, pretty clothes on the catwalk, and then drops his trousers to show Union Jack undies. Take that McQueen'.

During the September fashion week, leading designers also created designs for the new changeable cover of the 3210 phone.

During the three seasons Nokia has sponsored to date, over 1,000 fashion industry people have signed up to receive the Nokia News Service, meeting the campaign aim of cementing the company's relationship with the fashion industry. The phone designs created by fashion designers received editorial coverage reaching 50 million consumers.



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The Martell French Cinema Tour

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Cohn and Wolfe was asked to create a communications platform for the cognac brand that would appeal to new drinkers, while not alienating existing customers. The campaigns built on the 'Frenchness' of Martell Cognac with the exhibition of a series of previously unreleased French films at Odeon cinemas around the country. The agency organised the tour through the French embassy and generated an enormous amount of enthusiastic coverage.



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