Campaign Media Awards 2005: Best IT and Consumer Durables Campaign

WINNER Title: Turning A Notebook Into A Paperback Media agency: Media Planning Group Media director: Kate Cox Account director: Simon Blackburn Media planner: Gavin Laisby Creative agency: Euro RSCG London Account director: Angelina James Account planner: Brendan Tansey Client: Intel Brand/product: Wi-Fi for Dummies Marketing director: David Mitchell Media/brand manager: Simon Shipley

Media Planning Group suggested Intel publish a book entitled Wi-Fi for Dummies - a hard sell to a client that prides itself on cutting-edge technological advances. In its first commercial book deal, Wiley's joined Intel as a publishing partner. MPG persuaded Dixons to give the book away free in its branches to potential laptop purchasers. The book also came free in The Mail on Sunday. Overall, 1.2 million copies of Wi-Fi for Dummies were distributed in 2004 and 2005.

COMMENDATION Title: Virgin Mobile - 'Last Chance Friday' Media agency: Goodstuff Media director: Andrew Stephens Account director: Stephen Yeomans Media planner: Toby Bowerman Creative agency: Rainey Kelly Campbell Roalfe/Y&R Creative director: Ben Priest Account director: Georgina Lobo Account planner: Ian Leslie Client: Virgin Mobile Brand/product: V Festival Support Marketing director: James Kydd Media/brand manager: Alison Corfield

Hosted by the comedy act the Cuban Brothers, Virgin Mobile created and screened a set of live ads on Channel 4 to back its support for the V Festival 2005. The spots, comprising three 90-second commercials, one 70-second and a final 20-second ad, ran across five ad breaks and took the form of a competition in which viewers could win 40 pairs of VIP weekend tickets to the music festival. The ads were backed by poster and radio executions highlighting the time and channel they would be broadcast.

About 5,700 people took part in the competition and in addition 10,500 people registered from the viral game to receive the e-mail detailing the Channel 4 spot times.

This article was first published on Campaign