CAMPAIGN MEDIA AWARDS 1998: The Times Newspapers Award - Best Sponsorship - Nicotinell

NICOTINELL

The campaign set out to maintain brand awareness among London smokers

who might want to give up. The Underground was chosen as an environment

where smokers would react to the brand’s presence as a friend and a

sympathetic message was attached to the ’No smoking’ signs, which are

found every four to five metres. This made for 3,300 Nicotinell messages

in all. They reached one million commuters each day and proved popular

because of their supportive and non-preaching tone. They have also been

replicated as pharmacy stickers.

EQUITABLE LIFE, Things to come

Designed to appeal to the cleverer-than-average consumer, the campaign

included the first fully advertiser-funded series, beginning with a live

TV debate on Channel 4.

THE PEPSI CHART on 5

Pepsi’s ground-breaking programme-funding sponsorship of the Pepsi Chart

on Channel 5 complemented the Pepsi Chart radio show and was supported

with various marketing initiatives.

WINNER

Title: Nicotinell

Media Agency: MediaCom

Media Director: Jane Ratcliffe

Media Manager: Luca Margarito

Creative Agency: Mellors Reay & Partners

Creative Director: Tim Mellors

Account Director: Jason Dorin

Client: Novartis Consumer Health

Brand/Product: Nicotinell

Marketing Director: Lars Persson

COMMENDATION

Title: Equitable Life, Things to come

Media Agency: Drum PHD

Executive Chairman: Tess Alps

Account Director/Media Planner: Laura James (New PHD)

Creative Resource: Illuminations TV

Producer: Linda Zuck

Director: Andrew Chitty

Client: Equitable Life

Brand/Product: Corporate

Media/Brand Manager: Nick Cook

COMMENDATION

Title: The Pepsi Chart on 5

Music Marketing Specialist: Broadcast Innovations

Managing Director: Robert Dodds

Account Director: Andy Woodford

Client: Pepsi-Cola UK

Brand/Product: Pepsi

Marketing Director: Simon Lowden

Media/Brand Manager: Paul Birkett.

This article was first published on Campaign