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Marketing Communications: Consumer (annual fee less than £100k)
WINNER
The AA Insurance Car Park
Stars Campaign
AA Insurance
The Red Consultancy
What is the UK's worst car-parking space for picking up scrapes? Answering this question and satisfying the media's love for lists was The Red Consultancy's approach for client AA Insurance last autumn.
Red got Kevin Beresford, author of cult book Roundabouts of Great Britain, to help create the Car Park Appreciation Society and launch the Car Park Stars campaign - Beresford's search for the UK's
best and worst car parks.
Beresford tested 35 car parks for paint scrape residue, tyre skid marks, and a 'rogue shopping trolley ratio'. As he did so, he gained viral appeal through carparkstars.com, and appeared in The Independent, The Sun, and The Daily Telegraph, with broadcast coverage on ITV news and BBC Radio 1, 2, 4 and Five Live.
Of all coverage, the website was mentioned in 38 per cent of cases, and from website traffic alone, AA Insurance reports 912 quote requests.
HIGHLY COMMENDED
Save the Proper British Cafe
HP Sauce
Frank PR
HP Sauce takes pride of place in the traditional British greasy spoon. Frank PR successfully devised the 'Save the British Cafe' campaign when research discovered Britons were worried that cafes could disappear, and that if the current rate of cafe closures continued the outlook did indeed look bleak.
Frank encouraged people to petition to save cafes at www.properbritish.co.uk with HP giving £5,000 to the cafe nominated most in need of a makeover. There were 12,710 petitions sent as a result.
HIGHLY COMMENDED
Launching Sheilas' Wheels
E-sure
Lexis Public Relations
Sheilas' Wheels women-only car insurance launched in autumn 2005 and needed to make an impact. To take it off the finance pages and into the features pages, Lexis set up headline-grabbing surveys, including one which revealed women undervalued the contents of their handbags, to promote its handbag insurance. Lexis launched Sheilas' Wheels at boutique Jo Malone.
Sheilas' Wheels is now taking on 3,000 new customers a week, beating its own target by more than 200 per cent.
FINALISTS
Dirt is Good: The Persil 33 Things To Do Before You're 10 Campaign
Persil
The Red Consultancy
From Chalet to Shoreline
Butlins
Launch Group
From Vicars to Page 3 Girls: The Opening of Thorpe Park
Tussaud's Group
Cow PR
It's for you - Who! Tom Baker launched as 'Voice of BT Text'
BT Retail
Fishburn Hedges
The World's First Light Lounge at the Science Museum's Dana Centre
The Science Museum
Click here to view the interview with the winner
