The Daily Telegraph has won BJK&E’s hotly contested competition to
find the media idea of the year for DaimlerChrysler.
Entrants had to come up with an innovative idea - falling within a
budget of pounds 100,000 - to launch DaimlerChrysler’s unusual-looking
PT Cruiser in the UK.
A Telegraph team comprising ad manager Jonathan Wilson, head of
commercial development Helen Slater and commercial manager Carla Farria,
won the budget and the pounds 1,000 prize money. Other finalists
included The Guardian, Sky, The Mail on Sunday and More Group.
The Daily Telegraph’s idea will centre around an editorial competition
whereby a number of readers will be given the car for three months. They
will then provide on-going opinions in the daily and Sunday papers, as
well as on Electronic Telegraph.
James Jennings, media director at BJK&E, said: ’They worked their
5,000-person reader panel into the idea, which we like because it gave
our client the chance to get feedback on the car. They also found lots
of ways of linking the promotion through to the dealerships. It is very
interactive and well thought out.’
Sky’s team, comprising strategic planner Gillian Stokes and account
managers John Wildman and Paul Stancheris, came up with the idea of
showing a series of car-focused movies - such as California Split and
Pink Cadillac - on Sky Movies and having them sponsored by the PT
Cruiser. They also planned a cross-media competition to win the car,
which would appear on a Sky microsite and in Sky View, its listings
magazine. The team also suggested running interactive TV ads, based on
existing American creative, to gauge viewer interest.
The Mail on Sunday team, consisting of senior sales executives Rebecca
Richards and Chris Lucas, proposed a five-week comic strip with the PT
Cruiser as the hero of the series. Readers would have a chance not only
to win the car but also to appear in the final strip.
More Group suggested the pounds 100,000 should be used to buy up the
whole of Vauxhall Cross, where it owns a host of poster sites. National
sales controller Adam Butterworth and sales executives Michael Steckler
and Milton Gan, suggested creating a virtual dealership for Cruisers in
the middle of the area.
The Guardian and The Observer team, led by agency sales manager Adam
Freeman, came up with the idea of having one of their journalists drive
the car through Europe. The reporter would write regular updates on the
journey in Life and Guardian Unlimited and editorial would tie in with a
series of ads and a competition to win the car.
’The competition has brought out the best in people,’ said Jennings. ’We
would love to have used several of the ideas.’
This article was first published on Campaign