Fresh:Awards Results

AWARDS RESULTS

Paula Kelsey
Fresh Director

Welcome to the online results for the 2009 Fresh Media & Digital Awards which saw the awards structured in a new and innovative format recognising the integration between the disciplines. In a tough climate it’s encouraging to see the creativity that the regional industry has applied to the business to deliver effective solutions. Congratulations to all of the winners this year – tough judges who were not prepared to compromise, so any success is well and truly deserved. As ever, a huge thank you to everyone involved in Fresh 2009 – you know who you are.

James Hilton
Chair of the Digital Panel

Swine Flu and global economic Armageddon are so last month. And just as well that they are, otherwise our awards ceremony would be a bit sparse. Luckily for us, there were sufficient agencies who couldn’t give a shit about such trifles and prefer to be solely focused on picking up more perspex door-stops. So was the work any good? Some of it was truly wonderful, envy –inspiring stuff. Some of it was simply crap. And therein lies the problem I have with those who complain that London-based agencies do better work because they have better budgets/better creative/better light/better everything… it’s clearly an empty argument, as the winning entries prove. And it comes with an equally clear conclusion; if you’re being recognised it’s because you have what it takes (creativity, imagination, flair, taste, a good idea – notice I didn’t say big budgets or a London address). If you’re not, it’s because you haven’t. It isn’t rocket science, it’s just about excellence in idea and execution. So bloody well done to the winners and short-listed entries. Have a good night.

Pete Davis
Chair of the Media Panel

The media world has had to face huge challenges in the last year. Economic uncertainty has affected all of us – as soon as it hits our clients agencies bear the impact. This year I’m pleased to say the Fresh Media Awards flew in the face of the recession. The number of entries has increased this year and the calibre of submissions continued to improve with some quite outstanding work. As a previous client at Nestle I was used to working with the big London agencies, however, after seeing the quality of the work for the Fresh Media Awards it would certainly make me rethink just simply hiring an agency based in London. On the whole entries were well thought through and creatively delivered, crucially with a focus on results. Media outside the M25 is flourishing, even in these tough times. Long may it continue!

Acknowledgements: Fresh would like to thank all of the judges in Media and Digital 2009, Drummond Central for their outstanding creative treatment of the programme this year and Paul Havery, without whom, no one would receive trophies, certificates or the even the show. A big Fresh thank you to all and if you would like to have this online version of the 2009 results transformed into a winners book, please shout up, as our new friends at blurb.com have some great discounts available for Fresh entrants.

Please note that this listing covers entries in both the Digital and Media Awards and whilst certain categories remain industry specific and have been assessed on their own merit, many of them have been judged jointly based on their own content merit.

Judges comments have been added to those Gold Award winning entries from the Media Panel and although we would strive to include additional comments, the sheer volume of entries prevents this.

Freshest E-Targeting

Bronze Mediaedge:cia, Share the Passion, Berghaus

Gareth Owen Account Director, Dave Rogers Account Executive
Berghaus’s two distinct audiences – outdoor performance enthusiasts and the fashion market – have conflicting expectations of the brand. While the fashion market accounts for 90% of sales, the performance audience are passionate about the need for functionality over style. An established cinema advertising campaign reached a broad audience effectively, but left only a modest £12k budget to engage with performance enthusiasts and communicate the brand’s outdoor performance credentials.

MEC adopted a viral approach to this task, reflecting the ‘Share the Passion’ creative theme by: Seeding a high adrenaline video showcasing Berghaus’s products; Engaging influential bloggers; Interacting with key outdoor forums through link-bait articles.

This approach created a truly participative and self-maintaining campaign, putting Berghaus at the centre of a community of outdoor sports enthusiasts while they discussed and shared their passion. The resulting investment in social media and overhaul of the Berghaus website to allow for greater interaction are testament to the success of the campaign.

Freshest Digital Out of Home

Silver CBS Outdoor & PHD North, Culture & Tourism 2009, North West Regional Development Agency

CBS Outdoor Team: Keamus Setna Agency Sales Account Manager. Karen Batty Regional Specialist Sales Manager. Philip Parkinson Business Director
PHD North Team: Jason Spencer, Managing Director, Laura Hands, Media Manager, Karen Grindrod, Outdoor Manager
We needed to shift perceptions of the region and get people to visit during the recession. Something drastic was needed. So we created the most ambitious and diverse digital outdoor campaign ever run in the UK to successfully get Londoners to visit the North West.

We did this by dominating culture listings on the Underground and by capitalising on the immediacy of digital outdoor to keep the message fresh across 12 executions. We used a range of digital formats – cross track projections, escalator panels and 6 sheets – to tell the story. As a result, we drove consideration, recommendation and perceptions of the region.

Silver Sense Internet Ltd, Travelodge iBooker

Aiden Cook Managing Director
Sense identified an opportunity to create something for their client Travelodge using the Apple iPhone and its GPS abilities. Sense recommended that they build an application using the iPhone’s GPS system to locate the position of an iPhone user and then utilise the internet to display the nearest available Travelodge room.

The application was designed to open up the mobile market for Travelodge, building on the success of the mobile booking site already created for them by Sense. Since its launch the iBooker has had an average of seventy downloads per day and three downloads per hour.

The Travelodge iBooker was the first app of its kind available for free. After design, development and testing the Sense team managed to turn the application around in only six weeks.

Nomination Mubaloo, Alcohol Aware, Mubaloo

Ben Trewhalla CTO, Mark Mason CEO, Fran Laws Marketing Manager
Most people are unaware of the amount of units in their drinks and in their diet in general. The iPhone app ‘Alcohol Aware’ was developed to help confront this issue.
The app allows the user to calculate the precise number of units in a drink (using slider controls to set the size of the glass and the percentage.) It is easy to use, has good navigability and encourages user interaction.

By touching the screen, the user records their drink (and the size of it) each time they have a drink, and then the app’s ‘history’ page calculates what has been drunk and provides a quick reference to the number of units consumed on a daily basis. A summary provides simple analysis against UK health guidelines for males and females on a daily, weekly, monthly and annual basis.

Freshest Collaboration Project

Silver Universal McCann Manchester, Back to School/Bootleg, Clarks Shoes

Sophie Dufouleur Senior TV Executive, Richard Johnston Broadcast Account Director
Clarks one of the leading shoe retailers in the UK was once the undisputed number one school shoes retailer, however, the Back to School market is becoming very competitive with attractive offers from supermarkets.

The campaign objectives were; improve brand perception, lessening resistance to access store and keeping the children entertained in store.
We faced a few challenges firstly we had a very broad target audience children ages 5-12 years old, secondly Clarks wanted single communication for both sexes and finally the in-store promotion needs to be considerate of the store, staff, parents and the children.

We devised a strategy implementing ‘speaking kid’s language to make life easier for mums” in collaboration with Nickelodeon using the following touch points; an 8 week broadcast sponsorship, on-air promotion, in-store entertainment device and interactive competitions. The campaign was hugely successful with an increase in sales for both boys and girls bootleg shoes and over 48,300 competition entries received.

Bronze Mediaedge:cia, MAOAM Kerrang! Skate Jam, Haribo

Alex Heywood Account Manager, Kirsty Donkersley Access Manager, Nola Calladine Associate Director
MAOAM – a leading soft and chewy fruit brand – extended its product range with an exciting new entrant into this competitive category. ChewTwo fuses two different, complimentary flavours to create a transcendent taste experience.

Mediaedge:cia and Bauer Media approached the product launch by mirroring ChewTwo’s unique fusion. Our joint venture created a thrilling, innovative campaign, merging MEC’s deep consumer understanding with Bauer’s meticulous implementation.

MEC + Bauer Media = The MAOAM Kerrang! Skate Jam.

Collaboration is often claimed but rarely practised. The MAOAM Kerrang! Skate Jam is evidence that agencies and media owners can work together effectively, from gestation to execution, for the benefit of both the client and the media property.

Nomination Bluecube Interactive, Meteor PAYG CampMeteor

Grace Cousins Senior Producer, Daniel Hurley Senior Designer
This campaign needed to leverage the offline Reindeer TV idea online to meet client objectives. To achieve a high level of trans-media integration, early meetings were held to agree core guidelines across all teams, that a core Reindeer personality, language & tone would be developed and communicated across all channels, and campaign fonts, backgrounds and Meteor messaging would be consistent through the line and a central intranet site was created to facilitate sharing, create efficiencies and ensure consistency throughout.

Our strategy leveraged the digital opportunity to engage Meteor's core 15 – 24 audience, as 'Digital Natives', online is where they live. Bluecube developed a unique digital manifestation of two of the Meteor Reindeer characters through a campaign which included display, a mini-series, MSN Tabs Mini Offer Store, pre rolls, a Bluetooth Download, social homepage takeovers and unique Bebo profile for both characters. The campaign met and exceeded the client’s expectations, in their words it was ‘a hugely successful campaign’.

We can’t say it better than this; the campaign won Meteor the All Ireland Marketing Award for Integrated Marketing Campaign, with 'online' in particular being highlighted as a core part of the campaign's success. All in all a real Return on Engagement!

Nomination IPC Media, Are You Popular? Phones 4U

Tim Aggett Group Head-Innovator, Ollie Scull Business Development Manager, Catherine Merrick Business Development Manager
Phones 4u have traditionally been a big National Press and TV client with both magazines and inserts receiving lip service bookings despite regular pitches from us. In 2009 a new marketing director took over at Phones 4u and decided that the current campaign had lost focus and something fresh was required.

We had the idea of creating a new franchise in Nuts and reworking an old friend in Now. We hit upon the idea of ‘sponsortorial’. This could be the editorial partnership that Phones 4u were looking for without compromising editorial integrity.

The franchise we created in Nuts was “Would Ya?” This was a simple ‘yes/no’ games based around whether or not male readers fancied various celebrities. Now had an existing franchise called “Now Votes!” which fitted perfectly with the premise of promoting ‘popular or not’.

All parties were in agreement that our ideas were clever, creative and provided something fresh as a result of true collaboration between all divisions involved.

Nomination News International, Northern Lights, NGI

Peter Aldcroft Media Director-Robson Brown, Alex Kirkley Online Manager-NI, Jane Hector-Jones Head Of Creative Solutions-NI, Kirsten Ashwell Creative Solutions Manager NI
The Times provided a solution for Newcastle Gateshead, covering every aspect of the brief, from heritage and landscape, food, culture and the arts by using both on and offline media. It targeted the right consumers : who are already exposed to our brand, but not the content. The main idea titled ‘Northern Lights’, surrounded a ‘visual narrative’, which involved stunning photography of the region with a narrative from well-known North East comic, Gavin Webster. This allowed users to discover why Newcastle Gateshead are attracting international attention as well as guiding them on a tour around the area's arts and entertainment. We added user functionality with high quality photography and journalism, using our unique strengths to the fullest, whilst creating excitement and a real desire to explore. It was a strong, collaborative effort between Creative Solutions and Online to secure this piece of business. The unique visual narrative was instrumental in setting us apart from the competition.

Freshest Brand-Building

Silver Fudge, English Rose, English Squash and Racketball

Gavin Bates Creative Director, Christian Brown Creative
After handling the rebrand for England Squash and Racketball we were commissioned to apply the brand online.
As we originated the marquee and overall brand language we were familiar with their ethos and market positioning. We expanded upon the brand by commissioning a photoshoot to deliver impact and strong visual look and feel for the branding application.
The mono-toned appearance of the pages as well as being striking give the new rose logo design a jewel like presence and with the addition of a dynamic red stripe blazened across the pages, hints towards the national flat without being too literal.

Bronze Code Computer Love, Crown Paints

The ComputerLove Team, Media Team
Crown’s brand vision is to “Create Change Together”. By showing understanding that decorating is a complex and challenging journey for their customers, and offering real support every step of the way in the paint buying process with inspirational and truly useful content; Crown’s website (www.crownpaint.co.uk) has helped to position Crown as a ‘creative partner’ and expert in home decors - not just a manufacturer of paint.

By performing the dual role of mentor and motivator, www.crownpaint.co.uk has become a chosen destination for decorating advice and product, and has enabled Crown to become a true partner to the consumer for all their decorating needs.

But importantly, as well as changing brand perceptions and developing the brand's 'expert' credentials, it has driven consumers in store and increased sales of its products.

Freshest Big Idea

Gold Bluecube Interactive, The BT Experiment

Diane Murphy Senior Producer, Matt Pinder Art Director, Luke Gill Flash Designer, Lukasz Piwko Developer
Why ? Not satisfied with just creating and maintaining some social media work, BT wanted to push the envelope and create activities that would engage deeply with the audience and enable them to interact, converse and even criticize this project. Creating an emotive response around the brand and its products was the goal.

How ? A member of the public would be locked in a very public space for 26 days, armed only with BT Total Broadband, BT Vision and a BT phone line. The Experiment aimed to show an interactive, digitally aligned audience and world how BT products and technology enable and them to interact with the world.

What happened next? We discovered John Fitzsimons, a Film student. After a series of interviews and evaluations, on June 8th John entered the BT Unit and did not leave until July 3rd. We created a space positioned in a public space. Powered by the BT products and John.

The fact that John stayed in the box the entire time is an accomplishment in its own right, but while inside the box he did not just sit idle - he was constantly interacting, creating daily dairies which he filmed, uploaded and communicated with a global audience, harnessing his innate personal creativity by planning flash mob events, creating videos, conducting celebrity interviews, creating comedy skits, raising money for charity, being interviewed, writing blogs, tweeting and Facebooking - ultimately displaying to the world just what you can do with BT products. His reach knew no bounds as he contacted and set up many radio and press interviews on a weekly basis and even acquired a large fan base of teenage girls who sent him letters, cards and even presented him with gifts.

Results - The BT Experiment main success beyond social media was in delivering real sales traction on our initial idea to showcase the BT products and create a huge amount of audience engagement around the BT brand. The sales effect is still being felt but in the time John was in the box BT Broadband sales went up 30% on the previous quarter. Fuelled by audience interaction, the BT Experiment allowed the audience to create and develop a real connection with John, gain a appreciation of the products he used and in doing so they became deeply engaged in the idea and, crucially, the BT brand.

Gold Fuse Digital, Lucozade Energy: Do More

Pete Edmondson Information Architect, Hitesh Supeda Senior Designer, Rebecca Smith Project Manager, Dan Neville Planning Director, Vijay Ram Designer
The Lucozade Energy Do More campaign was based around five once-in-a-lifetime challenges, which Lucozade consumers could apply to take on. These unique challenges included driving cattle across Montana, sand boarding in Namibia and even racing a yacht around the Caribbean. The lucky winners had to set off on the challenge within one week of each competition closing. The exploits of the challenge participants could be followed in real-time thanks to a dedicated reporter who published details of the challenges through a variety of social marketing platforms including; RSS feeds, Blogger, Twitter, YouTube and Facebook. All these sites could be viewed independently or as collated content on the Lucozade Challenges website.

Gold Universal McCann Manchester, Play, Durex

Guy Beardsley Group Media Director. Paul Sambrook Account Director, Catherine Dickinson Senior Account Director
Judges Comments: This entry pushed the boundaries in a sensitive, cool and clever way. A nice fit. It created an experience which had the brand at the heart of it.
Play ‘O’ Female Orgasm Gel.

How do you advertise a product in the most restrictive category you can think of?
On TV? Not until after 11pm, mate! We had to think differently. But we did help to make Play “O’ screamingly successful. By following four boys around. Not just any four boys. Take That. At dates and venues across the UK, girls were invited to scream their appreciation.

Big screens…Picked up the big screams of the audiences. Orgasmic! Play ‘O’ Knickers, Win a Night Out with a Pop Star comps, bespoke out of home landscape mapping, experiential, blogging gone mad…Oh My Word! Universal brought the house down.

Silver MediaVest Manchester, Northern Freedom Converting Awareness, Northern Bank

Charles Reid Account Director, Jill Thomas Account Director, Sarah Atkinson Media Executive/Radio, James Pollard Media Assistant
The challenge: To make Northern Bank ‘cool’ and ‘credible’. The Freedom Live Event was devised to showcase cool and credible artists within an intimate and exclusive setting providing our audience with a money can’t buy experience, as well as further positioning The ‘Bank as an enabler for music lovers and unsigned artists who through the talent trawl could win the chance to support the headline act.

Campaign Execution: Find the right band – The Script. Find the right name – Freedom Live. Get local station on board, credible with target audience – Cool FM.
Gain credentials within in the music industry and community - Talent Trawl winner supporting The Script. Build hype and awareness – On air promotion / Online Promotion / Outdoor and TV Support

Results and Delivery: Competition entries - 5,978 - One of the biggest competition entries in NI. Huge response to Talent Trawl: c. 217 entries with Over 6,000 people voting. Event captured imagination of the target audience, generating unprecedented levels of entry to online and on-air competitions, stunning performances from both acts... Freedom Live was a real ‘I was there’ gig
“Judged against any criteria, Freedom Live spring 2009 was an unequivocal success.” Michael McLaughlin, Marketing Manager, Northern Bank

Bronze Parenthesis, Be !nventive, CV One

Martin Bird Creative, Jo Coope Creative, Ian Davies Creative Technologies
Parenthesis were approached to devise a new proposition for Coventry. As a result, we are proud to present Coventry, City of Invention. This new proposition for the city is a tribute to Coventry’s fantastic 1,000 year heritage of invention and to the promising industries which can be found in our city today.

A call to action has also been created to inspire all those who live and work in the city and has been developed to work in conjunction with Coventry, City of Invention – Be !nventive.

Its aim is to galvanise those who can really make this proposition a success, inspiring them by our past and motivating them to be positive about our future.

The initial campaign was to sell the Be !nventive proposition to all major city stakeholders.

All major City stakeholders are now onboard and working together on Be !nventive projects and initiatives.

Nomination CBS Outdoor & PHD North, MIDAS, North West Regional Development Agency

CBS Outdppr Team: Keamus Setna Agency Sales Account Manager, Karen Batty Regional Specialist Sales Manager, Philip Parkinson Business Director
PHD North Team: Jason Spencer, Managing Director, Lorraine Jones, Planning Director, Laura Hands, Media Manager + over 40 media owners
We have showed that great ideas can come from anywhere by creating the most ambitious, collaborative media sell of the year.

We did this by harnessing the great thinking of over 40 media owners, by delivering a live interactive neuroplanning event. We ran this in collaboration with MIDAS (Media Industry Developing Advanced Skills). In the process, we managed to raise over £1000 for MacMillan Cancer Support.

We had almost 35 responses to the brief from media owners with the top ideas being presented to the client.

The leading idea was developed over the next 2 months with the client, Posterscope and CBS Outdoor, and went on to become the most ambitious and diverse digital outdoor campaign run to date in the UK, supporting the Manchester International Festival 2009.

Freshest Green Project

Bronze Lewis Creative Consultants and Feather Brooksbank, Green Campaign, Scottish Power

Kirsty Johnston Senior Account Manager-Lewis, Laura Magill Digital Account Director-Feather Brooksbank, Gavin Wilkie Digital Designer-Lewis, Gareth Roberts Web Developer-Lewis, Serina Patel Digital Media Assistant-Feather Brooksbank
What does ‘being green’ really mean? For all those people who’ve ever wondered, one of the leading providers of energy, ScottishPower, decided to launch a campaign that would help answer that exact question thus helping to support their position as a leader in the promotion of energy efficiency and education.

ScottishPower enlisted the expertise of design agency, LEWIS Creative Consultants to create an online ‘home’ for this campaign which would help to define for energy consumers what ‘being green’ can mean to them. Media planners and buyers, Feather Brooksbank created an online media plan which would drive traffic and encourage interaction and engagement.

Working together, LEWIS Creative Consultants and Feather Brooksbank delivered a highly creative and effective solution for ScottishPower that attracted over 21k visits to the microsite and almost 12k online banner interactions. The campaign truly promoted the client’s green credentials and supported their customer driven approach, enabling energy consumers to ‘be green’.

Eye Banner Ad or Logo
Freshest Strategic Campaign

Gold PHD North, Culture & Tourism 2009, North West Regional Development Agency

Jason Spencer Managing Director, Laura Hands Media Manager, Karen Grindrod Outdoor Manager
Judges Comments: From beginning to end the campaign followed an innovative path. Strategic aims were met dynamically through an innovative use of media. Good results.

Silver PHD North, Relaunching The Range, Taylors of Harrogate

Jason Spencer Managing Director, Lorraine Jones, Planning Director, Emma Lucas Account Director

Silver Universal McCann Manchester, The Aldi Effect, Aldi

Colin Malone Retail Media Account Manager, Sharon Palmer Head Of Media, Natasha Le Marinel Group Media Director, Sophie Dufouleur Senior TV Executive, Richard Johnston Broadcast Account Director
Aldi arrived in the UK in 1989 consumers were completely unfamiliar with discount grocers. By 2008 the ‘Aldi Effect’ forced Tesco into a new positioning strategy of ‘Britain’s Biggest Discounter’ and reduced ASDA and Morrison’s focus to price and promotional offers.
The Campaign Objectives were to challenge consumers perception that Aldi is ‘not a shop for me’; Increase trial from new customers and encourage ‘top-up’ shopping

Our focus was to ensure customers spent time with Aldi, even though our budget was just 20% of our nearest competitors. The TV lay-down featuring Phil Vickery stretched the modest budget into new and more challenging areas; high-quality food programs, dramas and niche digital channel. This was supported by a strong press advertisement demonstrating Aldi is more than a food supermarket.

Aldi enjoyed 25% year-on-year growth. Ranking in the Marketing Adwatch summary 2008 in 18th position overall for the year and during 2009 our ad featured in the top 10 on 6 occasions.

Bronze MediaVest Manchester, Magnet Partnership with the BBC, Magnet

Charlie Varley Director, Lindsey Worthington Director, Jo Kennedy Associate Director
Please note that we have been asked not to publish details of this submission.

Nomination PHDNorth, Switching Channels, Cross Country Trains

Jason Spencer Managing Director, Lorraine Jones Planning Director, Emma Lucas Account Director, Mark Worth Media Manager, Michelle Lowe Digital Manager, Karen Grindrod Outdoor Manager
When Arriva Group won the franchise for the cross country route from Virgin and Central Trains, they launched a new train operating company - CrossCountry trains - and set about building a brand and a business from scratch.

Given that most customers were purchasing on station concourses or via portals, we needed to change behaviour by driving awareness of the tangible benefits of booking directly with CrossCountry through their website.

We did this by intercepting passengers at all stages of the process, from planning a train journey to arrival at the destination. We used outdoor, press and online to do so. As a result, we grew the share of online ticket sales and customer registrations.

Nomination Universal McCann Manchester, Welcome to Yorkshire, Yorkshire Tourist Board

Richard Johnston Broadcast Account Director, Guy Beardsley Group Media Director, Rachael Mawdsley Senior Media Account Manager, Caroline Sheperd Senior Media Account Manager, Sophie Dufouleur Senior TV Executive, Sally White Digital Media Account Director
Yorkshire Tourist Board represents Yorkshire’s tourism industry providing over 243,000 jobs in excess of £6.1bn annually. Their aim was to re-position the Yorkshire brand as a contemporary region.

The Campaign Objectives were to drive traffic to www.yorkshire.com; Raise awareness for Yorkshire; Increase expenditure; and encourage longer trips.

There were many challenges involved. Firstly generating new customers whilst still engaging with existing customers, secondly the recession caused apprehension for UK holidays and finally we had three days to turnaround the strategy.

We solved this by devising a strategy with our target audience ABC1 Adults 25-65, making sure we implemented all four segmented audiences Traditionalists, Discoverers, Cosmopolitans and High Street. We developed a fully integrated media campaign engaging with all four audiences, in key regions (London) and regions within a 2hr ‘drive-time’ to Yorkshire, using the following touch points; TV, TV Sponsorship, Cinema, Press, OOH and Digital Search and Display.

The campaign was hugely successful generating 80% new website visitors.

Freshest Research or Response

Silver PHD North, Switching Channels, Cross Country Trains

Nomination Feather Brooksbank, Microcosm – Making Matalan’s Database, Matalan

Charlotte Hamilton Senior Research Manager
Matalan’s out-of-town retail format means it can offer quality clothes at low prices, but its location can also be a barrier for non-customers. As increasing visitor frequency and basket size amongst existing shoppers offers the richest potential for revenue, our objective for communications was to target current customers more effectively.

Getting clear and actionable insight about current shoppers was therefore crucial.
Through our bespoke tool Microcosm, we matched individual Matalan customer data to the same individuals who had completed Aegis Media’s extensive media and lifestyle questionnaire, Consumer Connections System (CCS).

At a media level, Microcosm enables us to plan detailed campaigns against actual Matalan customers – down to individual magazines, TV programmes, websites etc – through a planning system on the desktops of every planner and buyer on the account.

Beyond media, Microcosm gives Matalan a huge range of insights into the attitudes and opinions of actual customers, their lifestyles and habits, informing decisions across the business.

Freshest Sponsorship Campaign

Gold PHD North, Relaunching The Range, Taylors of Harrogate

Jason Spencer Managing Director, Lorraine Jones Planning Director, Emma Lucas Account Director
Judges Comments: Perfect fit, pinpointing the right time for the message. Used the correct media channel. Good figures.

Taylors of Harrogate wanted to drive sales of their relaunched lifestyle range.
Faced with a number of products to support we focused on the occasion in which they are enjoyed and used the perfect sponsorship vehicle to deliver business results.

We tapped into consumer weekend rituals through media consumed at the same time. We delivered an integrated radio sponsorship that brought nine products across the range to life. We also extended radio sponsorship across three other channels (press, online, CD) and developed a CRM legacy to the campaign.

The campaign delivered significant growth for the brand as a result.

Bronze Universal McCann Manchester, Play Dating the Enemy Sponsorship, Durex

Matt Rutherford Senior TV Executive, Guy Beardsley Group Media Director, Richard Johnston Broadcast Account Manager
UK’s leading supplier of condoms under the Durex brand have shifted their marketing emphasis from promoting safer sex to promoting better sex, through lubricants and sex toys in their Durex Play range.

The objectives of the campaign were to raise awareness of the Play range and to change the perception of Durex from healthcare to lifestyle product.

The Key Campaign Spark was ‘Making Durex Play a normal part of a good sex life’.

The campaign provided many challenges, such as, acceptance of the product; Clearcast limits on airing TV advertising before 11pm; and Durex did not have a large budget to drive campaign

The strategy was TV sponsorship in ‘Dating the Enemy’ with access to peaktime ITV1 programming in an appropriate environment; and it was supported by PR sponsorship at the Take That concerts, brand activation, mobile and online.

This resulted in Durex having access to ITV1 peak for the first time, normalising the product and increasing acceptance. There was also a strong Reach associated with ITV1 which raised awareness. Overall resulting in a Satisfied Client.

Freshest Not for Profit

Gold Cogapp, Kidney Patient Guide

Alex Morrison Managing Director, Ben Rubinstein Technical Director, Rachael Rainbow Production Director, Gavin Mallory Producer, Eleanor Rudge Design Assistant, Martin Edwards Front End Web Developer
The Kidney Patient Guide is an ongoing experiment in delivering high quality online support and information to people affected by chronic kidney disease. The goal was to create a hub whereby information can be shared, advice offered and a community given the opportunity to develop. Originally funded by an award from the Welcome Trust, and established in 1999, Cogapp has maintained the site on a pro-bono basis since, including a renovation in summer 2009 giving it a modernised identity and new navigation system. It serves hundreds of thousands of people each year whose lives are affected by kidney disease, and is used and recommended by many professionals in the field. The KPG provides help and support for those effected by kidney disease; its vibrant community offering friendship, help, advice and a sense of kinship that extends beyond the site itself, spilling over into a number of real-life events.

Silver Lightbox Education, Key Stage 3 Maths Case Study ‘Outbreak’, Bowland Trust and Department for Children, Schools and Families

Kate Kilpatrick Account Director
This charitable initiative funded by the Bowland Trust, is aimed at improving pupils’ thinking, reasoning and problem-solving skills.
One of the case studies Lightbox developed for the initiative is ‘Outbreak’ which takes a real world situation – the outbreak of a virulent disease – and builds game-style activities around the problem.
Pupils assume the role of a research scientist using their mathematical skills to contain the spread of the disease. The pupils tackle:

locating infected people with the deadly virus
creating an antidote
planning a vaccination programme

Completing an activity unlocks a code which can be used in the Map Room reflecting the pupils’ overall progress.
“… most of the time when they wanted my attention it was to share their excitement at what they had achieved” Teacher
“It was better than normal maths, as you were putting your skills to use…” Pupil
www.bowland.org.uk/case_studies/outbreak/start.htm

Bronze Whitespace, This is Not an Invitation to Rape Me, Rape Crisis Scotland

Iain Valentine Creative Director, Gordon Carmichael Designer, Andrew Senter Developer, Lizzie Barr Account Manager
Visually arresting images were plastered all over Scotland with the simple line 'this is not an invitation to rape me .co.uk' Some came direct, others via the buzz generated in mainstream media via PR, and others via social media as the site was naturally blogged, facebooked etc. And how they flocked to the site in their thousands. Some loved it, some hated it, but all were challenged to think about what rape is and what it means to each of us and to our society. The site fuses content and campaign imagery effectively to deliver additional thought-provoking content. The best content, of course, is the comments, the thoughts, the viewpoints and the arguments. Challenge your own perceptions and views on rape by checking out www.thisisnotaninvitationtorapeme.co.uk, particularly the 'Have your say' section.

Nomination Fudge, English Rose, English Squash and Racketball

Gavin Bates Creative Director, Christian Brown Creative
After handling the rebrand for England Squash and Racketball we were commissioned to apply the brand online.
As we originated the marquee and overall brand language we were familiar with their ethos and market positioning. We expanded upon the brand by commissioning a photoshoot to deliver impact and strong visual look and feel for the branding application.
The mono-toned appearance of the pages as well as being striking give the new rose logo design a jewel like presence and with the addition of a dynamic red stripe blazened across the pages, hints towards the national flat without being too literal.

Nomination Reading Room, Map of Gaps, Equality and Human Rights Commission

Kirstie Buchanan Creative Director-Reading Room. Helen Aspell Head of Digital-EHRC
The Map of Gaps is a bold campaign with a simple message: services for women who have experienced violence are seriously lacking in the UK, and we need to lobby our MPs for support to put this right.

This online campaign has created a strong community spirit of people acting together to ‘close the gaps’ in services available. We created an impactful web presence with an interactive map and postcode search function to mirror the postcode lottery millions of women face everyday. The pre-filled email addressed to the users local MP is powerful in driving users to lobby their MPs for support.

Over 2,270 emails have been sent to their MPs. In the first month alone we saw a conversion rate of 20% - an incredibly impressive statistic considering users actually enter into dialogue with their MPs, rather than just signing an abstract petition. Over 12,300 people have searched their postcode, and so far 29 MPs have pledged their support for the campaign. Integrated, and providing the base for Amnesty International’s 1:10 campaign on International Women’s day saw an incredible 215 emailed their MP on March 6th alone.

Freshest Niche Market Project

Gold Mediaedge:cia, Bringing the Country to the City, Barbour

Alun Lucas Account Director

Judges Comments: Remarkable results and innovative thinking on such a small budget. Great idea, great results.

Barbour’s store in the City of London was underperforming. We had to influence the cynical business commuter audience with only a very limited budget. City AM was identified as the key communication channel. Rather than just using straight display advertising we aimed to engage the audience by rebranding the regular “City Eye” photography feature as “Country Eye” featuring photographs showing country life within the city over a seven week period.

The results of the campaign were outstanding – sales had been down but during the period of the campaign they were up on the previous year by c. 15%

Silver WAA, pr2go Website Launch, pr2go,

Scott Weston Creative, John Barnard Developer, David Shaw Account Manager, Andrew Sheldrick Copywriter, Faith Brotherston PR Manager
Pr2go is a brand new online service that provides professionally written PR for businesses of all sizes. Our brief was to clearly communicate to potential customers what the pr2go service consists of and to provide a website that facilitated a smooth and straightforward process: from sending their story in, paying for the service and the eventual distribution of their story to relevant publications.

A website was created (effectively doubling as a product launch) which clearly and concisely explains the pr2go process in addition to providing a robust content management system and admin area. The site was specifically designed to make registering news stories as straightforward and painless as possible, while a video animation was also built into the design to provide a quick and clear overview of the service. The animated video was also submitted to YouTube in order to further increase awareness.

Bronze Blueleaf, Laura Ashley made to order e-commerce website for Laura Ashley

Rob Smith Digital Director, Chris Jones Creative Director, Duncan Watts Senior Designer, Peter Smith Senior Developer, Joseph McDermott Developer

Blueleaf was commissioned to launch a new website for home furnishings retailer Laura Ashley, offering their made to order (MTO) products for the first time online.

The client’s objectives were to bring MTO products online for the first time to generate new sales and customers and exploit the digital channel; Expand reach to tap into a younger web savvy target audience; Ensure customer satisfaction; Generate as little work as possible moving forward, for the internal Laura Ashley team; Comply with long-term business goals; Create a site that is on brand; Create a shining example of e-commerce; Comply with long-term IT strategy and ensure data integrity

Since launch in June 2009, the site has provided £10 turnover for every £1 spent on production.

Bronze Robson Brown, Make it Happen, Entrepreneurs’ Forum

Peter Aldcroft Media Director, Brian More Radio Manager
This competition on Metro FM and TFM was created to encourage young people to come forward with ideas for their own businesses and equip them with practical advice.

The Media Strategy - All airtime, trails and live reads were linked to the dual branded “Ifwecanyoucan” microsites on the stations’ websites; The Street Team, wearing branded ‘ifwecanyoucan’ Make It Happen t-shirts, were sent out to interview candidates about the initiative and gather promotional audio; Money Trees were produced and handed out to interviewees, symbolising the idea of “Making it Happen”; “Marvellous”, by the Lightning Seeds, was the campaign’s sonic identity.

There were 7,034 page views, 215 referrals to www.ifwecanyoucan.co.uk and 92 competition entries. The judges chose 5 finalists from each radio station who appeared ‘Dragon’s Den’ style to present their business ideas. Each winner received a business support kit worth £5,000, an apple iPhone and a Laptop. The campaign was judged a great success in the interest and engagement it generated.

Freshest Social Networking

Gold HyperlaunchDMG, The Hangover Social Media Campaign, Warner Bros. www.youtube.com/hangover and www.facebook.com/hangover

Thom Binding Account Executive, Rachael Simmons Digital PR Account Executive, Dean Drew Managing Director, Chris Minett Lead Designer, Jenny Hughes Designer,

The Hangover was a key Warner Bros. summer release about a Las Vegas stag-do that goes horribly and hilariously wrong.

HyperlaunchDMG identified that using social media as the primary driver for the film’s launch campaign would be extremely effective in reaching the core target audience of young male adults. A strong social media presence and an online PR & outreach programme formed the backbone of the campaign, with promotions and competitions also used to broaden this audience.

Although social media plays a role in many film releases this was the first time that Warner Bros. had utilised it in this way. The URLs were used in all above-the-line advertising.

The results were some of the best achieved for a film release including 1.8 million video views, 200,000 YouTube hits and tens of thousands of fans. The film went straight to number one at the UK box office.

Silver Fuse Digital, Lucozade Energy: Do More

Pete Edmondson Information Architect, Hitesh Supeda Senior Designer, Rebecca Smith Project Manager, Dan Neville Planning Director, Vijay Ram Designer
The Lucozade Energy Do More campaign was based around five once-in-a-lifetime challenges, which Lucozade consumers could apply to take on. These unique challenges included driving cattle across Montana, sand boarding in Namibia and even racing a yacht around the Caribbean. The lucky winners had to set off on the challenge within one week of each competition closing. The exploits of the challenge participants could be followed in real-time thanks do a dedicated reporter who published details of the challenges through a variety of social marketing platforms including; RSS feeds, Blogger, Twitter, YouTube and Facebook. All these sites could be viewed independently or as collated content on the Lucozade Challenges website.

Freshest Training & Education

Gold Lightbox Education, Key Stage 3 Maths Case Study ‘Outbreak’, Bowland Trust and Department for Children, Schools and Families

locating infected people with the deadly virus
creating an antidote
planning a vaccination programme

Silver MadeByPi, ASDA – Get Brainy with the Binks, ASDA,

Chris Hemingway Creative Director, Vanessa Chatterley Client, Karen Lewis Account Director, Andy Allen, Lead Designer, Natalie Blacker, Account Manager, Natalie Cunningham, Client
ASDA launched their educational website ‘The Binks’ in June 2008, in response to teacher feedback regarding a lack of free educational resources to support PSHE curriculum learning. Responding to this and UK wide health concerns, Asda commissioned a free online resource with a framework and content designed not only for individual use but to embrace new classroom technologies such as SMARTboards

MadeByPi created animated characters to deliver health education to children in a fun and interactive way, via a suite of Flash games and offline activities. The site covers four key sections: Food Safety; Diet and Health; Farm to Fork; and Food Technology. Games are aimed at KS1, 2 & 3 in each of these sections, built around a reward structure that encourages progression through the site. The site’s content is created around the Food Standards Agency’s core food competencies, and is reviewed by educational consultants prior to inclusion.

Freshest Recruitment

Bronze Cool Blue Brand Communications, Join Matthey Recruitment Campaign, Johnson Matthey

Tanya Garland Account Director, Rachael Heath Account Manager

Johnson Matthey is a speciality chemicals company and world-leader in advanced materials technology. JM wanted to attract the best graduates in the UK to work there and to stand out from the crowd at recruitment events. We were asked to produce something engaging and contemporary that would create a ‘wow’ factor.

Joinmatthey.com was created as a visually engaging, fully animated microsite backed up by materials to hand out at recruitment conferences.

The microsite includes, an animated and funky bespoke interface; Ease of navigation; Flash animation and effects; An online application; Video interviews with staff. The microsite was a huge success attracting the younger audience targeted. Johnson Matthey had 50 per cent more applications than in previous years and also attracted a higher calibre of candidate.

Freshest Consumer Campaign

Gold Cuckoo Design, CFS Brand Campaign, The Co-operative Financial Services

Phil Rainey Creative Director, Suzanne Ault Creative Director, Oliver Thomas, Account Director

CFS brings together the financial services part of The Co-operative Group comprising, The Co-operative Bank, The Co-operative Insurance and Internet bank, Smile.

We were briefed to design and develop the brand campaign, which launched in May 2009. The campaign reflects their commitment to financial responsibility, honesty and obligation of their customers’ money.

The objectives of the campaign were to create a distinctive awareness campaign, driving positive consumer perceptions of the brand and showing them as a provider of combined Bank, Insurance and Investment services.

Our solution, Your Money, Our Responsibility. The concept was executed out using all three individual brands and the umbrella tri-brand. The campaign was coherently delivered across the UK outdoor, national press, radio, online advertising plus a viral, and throughout the branch network.

The online campaign, achieved over 23 million page impressions in two weeks. The cost per click was £4.96 against the projected £24.78 estimate, delivering far beyond the expectations.

In total there were 12,347 banner clicks resulting in over 300 current account and insurance applications.

Gold SKV Communications, Blackpool –J’aime la Tour, VisitBlackpool/NWDA

Geraldine Vesey Director, Daniel Kennedy Director, Heather Price Senior Account Manager, Katherine Atakuru Account Manager,
Judges Comments: Je t’aime! C’est Magnifique! Superb!
The brief to SKV Communications when they won the account for Visitblackpool was to change how Blackpool is perceived by holidaymakers and to raise awareness of Blackpool among opinion-forming journalists, creating a new ‘buzz’ in the media.

With 2009 dubbed as the ‘Year of the British holiday’, SKV advised that PR activity needed to be innovative to stand out from competitors and the idea for a humorous viral film playing on the similarities between the Eiffel and Blackpool towers was created. Marketing to the French in light of the strong Euro would provide a unique storyline, even if British holidaymakers were Visitblackpool’s primary audience.

The story was broken exclusively on BBC Breakfast News and an intensive radio, TV and newspaper campaign followed. This was successful, achieving overwhelming public awareness and starting the process of changing consumer perceptions of Blackpool with humour, charm and sophistication. The ROI figures demonstrate that the campaign was incredibly cost-effective.

Silver Fuse Digital, Lucozade Energy: Do More

Pete Edmondson Information Architect, Hitesh Supeda Senior Designer, Rebecca Smith Project Manager, Dan Neville Planning Director, Vijay Ram Designer
The Lucozade Energy Do More campaign was based around five once-in-a-lifetime challenges, which Lucozade consumers could apply to take on. These unique challenges included driving cattle across Montana, sand boarding in Namibia and even racing a yacht around the Caribbean. The lucky winners had to set off on the challenge within one week of each competition closing. The exploits of the challenge participants could be followed in real-time thanks do a dedicated reporter who published details of the challenges through a variety of social marketing platforms including; RSS feeds, Blogger, Twitter, YouTube and Facebook. All these sites could be viewed independently or as collated content on the Lucozade Challenges website.

Silver PHD North, Relaunching the Range, Taylors of Harrogate

Jason Spencer Managing Director, Lorraine Jones Planning Director, Emma Lucas Account Director
Taylors of Harrogate wanted to drive sales of their relaunched lifestyle range.
Faced with a number of products to support we focused on the occasion in which they are enjoyed and used the perfect sponsorship vehicle to deliver business results.

The campaign delivered significant growth for the brand as a result.

Silver PHD North, Switching Channels, CrossCountry Trains

Silver Whitespace, Feelings Liquid Imagination, Valtti

Iain Valentine Creative Director, Matt Weaver Senior Designer, Chris Davey Flash Developer, Andrew Senter Developer

With a modest investment we repositioned Valtti as a contemporary competitor to Farrow & Ball, by creating a new brand, 'Feelings Liquid Imagination'. Our work included the most sophisticated online room-painting interactive tool in the UK market, which demonstrates how colours might work in real life, and under different lighting states (from full daylight to wholly artificially lit), in different rooms, from different perspectives and colour refractions depending on the aspect of each wall. Combined with our work on the main Valtti website, sales over the first six months grew at a rate of 114% per month.

Bronze News International, Northern Lights, NGI & News International

Peter Aldcroft Media Director-Robson Brown, Alex Kirkley Online Manager-NI, Jane Hector-Jones Head of Creative Solutions-NI, Kirsten Ashwell Creative Solutions Manager
The Times provided a solution for Newcastle Gateshead, covering every aspect of the brief, from heritage and landscape, food, culture and the arts by using both on and offline media. It targeted the right consumers : who are already exposed to our brand, but not the content. The main idea titled ‘Northern Lights’, surrounded a ‘visual narrative’, which involved stunning photography of the region with a narrative from well-known North East comic, Gavin Webster. This allowed users to discover why Newcastle Gateshead are attracting international attention as well as guiding them on a tour around the area's arts and entertainment. We added user functionality with high quality photography and journalism, using our unique strengths to the fullest, whilst creating excitement and a real desire to explore. It was a strong, collaborative effort between Creative Solutions and Online to secure this piece of business. The unique visual narrative was instrumental in setting us apart from the competition.

Nomination Cravens, Choices, Middlesbrough Football Club

Phill Barnes, AD, Stephen Carroll, CW, Gary Jobe, Tech Lead, Ben Robinson, Lead Developer, Scott Blackburn, Interface Designer,

Encouraging fans to part with huge sums for football season tickets is tricky at the best of times. During a credit crunch when the team has just been relegated it’s an almost impossible mission.

It all comes down to choices. When money’s tight you have to spend it wisely. Football is expendable. So we decided to present fans with a choice through an interactive film. What would life be like without the Boro? How else would you spend your Saturdays?

Through choices made in the film we show life without football is no life at all.
This is backed up by a microsite full of more choices from picking greatest goals to selecting Boro’s best ever players.

By presenting fans with a choice, instead of just expecting them to pay up, we let the supporters make their own mind up about the club and where it was headed.

Judging by the response, the only way is up.

Nomination Cravens, Coca Cola Real Podcast for Real Fans, The Football League

Gavin Uren Art Director, Tom Lines Copywriter, Scott Blackburn Flash Developer/ Designer

People often forget that below the lofty heights of the Premiership lie 72 other smaller, but no less well supported Football League clubs. While they may not have the glitz and glamour of the Premiership’s millionaires, to their fans they are just as important. The Coca Cola Football League podcast for real fans is their way of keeping up to date with all the news that matters. And it was our job to promote it.

Nomination WAA, Harris Brushes Website, LG Harris,

Scott Weston Creative, Joe Turner Developer, Dave Shaw Account Manager, Andrew Sheldrick Copywriter

Harris needed to redevelop their existing website from a brand perspective and wanted to help improve the customer experience and the usability of the site, in particular the way their decorating products were displayed. They also wanted to introduce an ecommerce element to the site for the first time, enabling customers to purchase some of Harris’ leading decorating products online.

Through assessing Harris’ brand values, a new website was developed that helped customers identify with the prestige and heritage of the Harris brand whilst also recognising them as an industry-leading company with genuinely innovative decorating products.

From a functionality and usability perspective the site has greatly improved, allowing the customer to easily navigate between product categories. The insightful ‘how to’ decorating guides, ‘Why Harris’ and ‘Cleaning advice’ sections also provide greater interaction and value to the site, giving the customer more reason to visit other than simply to browse or buy products.

Freshest Trade Campaign
(Please note that the judges have combined the Self Promotional entries from the Media sector with this category)

Silver GMG Radio, From Century to Real Radio, GMG Radio

Helen Dickinson Group Marketing Manager, Chris Dunne Regional Marketing Manager, Andy Saxton Regional Marketing Manager, Laura Sullivan Commercial Brand Marketing Strategist, Clear Marketing Creative Agency
In December 2008 GMG Radio announced that the Century Radio stations in the North East and North West would be changing to Real Radio creating a simplified and strengthened network of five Real Radio stations. To support this, a tactical trade campaign was developed which would not only communicate the commercial benefits of the name change, but would also reflect the new Real Radio consumer marketing campaign.

The campaign was based on an animal theme as the new consumer activity starred Barry the Basset, and also centered around the ‘discover the real you’ strapline. Several different touchpoints were developed to engage clients with the new, refreshed Real brand, including a microsite, direct mail, launch party and their very own Barry Basset cuddly toy. A successful revenue-led incentive - “Realette” - rounded off the activity, translating the positive response towards our trade campaign into bookings onto Real stations.

Bronze CBS Outdoor, The Bus Creative Challenge, CBS Outdoor

Laura Wilson Bus Brand Manager, Katy Mann Senior Marketing Executive
The Regional Creative Challenge was established to encouragethe creative industry to change their views on Bus as a creative advertising medium through elevating its credibility as a creative and engaging canvas

Each UK region took a 2 week slot with selected creative agencies from the area submitting 2 designs for clients who had never used the medium before. A dedicated micro-site allowed visitors to vote and blog on designs with the general public, media and creative agencies driven to the site through advertising on buses in agencies’ regional towns, trade press and e-marketing.
Over forty thousand online votes saw Midland’s agency RBH scooping the winners slot with their design for Freya Lingerie (Eveden) and receiving a free medium weight Bus campaign.
Conversations are currently taking place to convert the business into live campaigns.
‘I've always liked it as a medium, but the challenge has helped reinforce the creative possibilities. It has also got the creative teams thinking differently, and looking forward to briefs with bus on them.’ Giles Moffat, Creative Director, Union.

Bronze WAA, The Right Place, Yale

Mark Butcher Creative, Joe Turner Developer, Dave Shaw Account Manager, Andrew Sheldrick Copywriter
Following extensive brand development work, Yale wanted to bring their new business strategy to life through the online launch of their new VT & VF electric forklift trucks. The challenge was to create a campaign website as part of an integrated campaign that wholly reflected the brand’s new look and feel – all on a limited budget.

The Yale VT & VF campaign website was developed in time for the official launch in December 2008, and showcases the trucks’ cutting-edge and innovative design. The site gives potential customers a quick and concise snapshot of both the VT & VF trucks, with dedicated pages for each allowing visitors to view the trucks by both their features or benefits – or a combination of both.

The site was developed in five different languages, including the streaming of 75 videos to accommodate each of the different languages.

Nomination Code Computer Love, From Brain to Brew – A Computer Lovers Production, Code Computer Love

The Code Team, Creative. The Neighbourhood, Animation. Andrew Rae Illustration, Radium Music
Code Computerlove is one of the UK’s top digital marketing agencies, based in Manchester. The agency needed a shiny new show reel to show off its wares, so it teamed up with leading animation company The Neighbourhood and sound specialists Radium. Its two minute production brings to life Code’s illustrations, created exclusively for the agency by illustrator Andrew Rae, as links between clips of the agency’s work.

Applying a ground breaking technique of fusing 2D with 3D, the video takes viewers from brain to brew, made all the more toe tapping with a bespoke sound track. The creative response reflects Code’s culture and ethos, as much as being a straight showcase for its work. It’s a fun and quirky insight into the unique Computerlove world.

Launched just prior to Code’s 10th Birthday party, Code’s show reel is already receiving industry acclaim being picked up by blogs, news sites and potential clients.

Nomination News International, BBS Editors Breakfast Briefing, British Business Survey

Adam Whitehurst Account Manager
Within an industry overflowing with research and case studies cut through is key. The British Business Survey 2008 was launched to market on Wednesday 3rd September 2008.
The Times and Sunday Times triumphed again through the 2008 survey and the need to convey our brand and business message was key.
It was decided that the best communication method to present a business message to business people and to achieve the cut through would be to launch the research through a Breakfast Briefing with the Editor of The Times.
The target audience for the briefing was all Media, Creative, Recruitment and PR agencies in the North West and also our direct clients and marketing teams.
The venue was to be an integral part of the making this unique event work. The Power Hall at Museum of Science and Industry was the resounding choice of venue and provided perfect synergy with our brands and values to provide a perfect inspirational setting for the briefing.
The briefing took place on Wednesday 24th September 2008 within the Power Hall at MOSI and 78 members of our client base attended.

Freshest Use Of Search
(Please note that the judges have combined media and digital use of search entries)

Silver Code Computer Love. SEO Makes Crown Paint No.1 (and No.2) for Paint, Crown Paint

The Computerlove Team & Media Team

SEO activity carried out by Code Computerlove for paint brand Crown has not only increased the number of visitors to the site by 50% (by natural search alone) in just three months, and increased paint sample orders (a primary goal for the website) by 800%; but SEO has helped Crown to increase the brand's relevance in the paint buyer's journey by reaching them in the digital space (70% of consumers use the web to research trends prior to redecorating).

Not only has the campaign been effective at driving traffic to www.crownpaint.co.uk, it has sent the right type of customer to the site, who have gone in store with paint references obtained from the website to make a purchase – proving that its increased overall sales of its products.

This activity has also helped position Crown as a 'creative partner' to the consumer and an expert in home decorating - not just a manufacturer of paint.

Bronze Epiphany Solutions, Leveraging Existing Assets to Fast Track ROI, Genting Alderney,

Daniel Peden Senior SEO Analyst, Gavin Smith SEO Analyst, Bev Freeman Account Manager

Tasked with launching the UK’s largest casino operators’ first online venture Epiphany had the task of closing a 5 year investment gap on the other major casino operators; no mean task in the most competitive market on Google today.

With one of the largest in house SEO teams in the UK, Epiphany set about optimising the new platforms’ structure, content and social engagement strategy in order to create a site that met Google’s intelligent algorithm.

Stanleycasinos.com now sits firmly on page 1 of Google.co.uk for ‘casinos’ and the site is one of the most visible casinos in the UK and US today.

Bronze MediaVest Manchester, Search, Barrett Homes

Jon Myers Head of Search, Matt Wright Search Manager, Jon Greenhalgh Search Executive
Please note that we have been asked not to publish details of this submission.

Nomination Mediaedge:cia, Transforming Search Results, Transform

Paul Silver Account Manager, David Towers Account Manager, Emma Slater Deputy MD
Transform’s search brief to Mediaedge: CIA was simple: “improve our search marketing campaign in terms of volume and efficiency”, thus increasing the number of new cosmetic surgery patients while improving the cost efficiencies of acquiring them. While this was a simple goal, it required a strategic and integrated solution.

After implementing a range of both PPC and SEO strategies and, crucially, integrating both paid and organic search channels to create a holistic search approach, the overall results in less than six months have been astounding. Transform have seen a 32% increase in volume with a 30% decrease in customer acquisition cost, and a much stronger search positioning amongst the industry’s most competitive terms.

Nomination Universal McCann Manchester, Portland Holidays Direct, Portland Holidays

Sally White Digital Media Account Director, Jon Taylor Senior Digital Media Account Manager, Adam Smith Digital Media Executive
UM has managed Portland digital strategy for 5 years, implementing a strategy that has delivered revenue growth in an increasingly challenging market. To achieve success for Portland, UM implement an effective search strategy that enables full transparency into performance at macro and micro levels.

The data available through analytics has been fully utilised giving Portland an advantage within an aggressively competitive sector. Click path analysis and attributional modelling are used to credit terms preceding final brand conversion giving clarity and credit to the full search journey.

To ensure ahead of the curve planning, year on year analysis to understand trends in seasonal departures and destinations is completed allowing accurate forecasting and campaign planning.

This intelligent approach to optimisation has delivered year on year success for Portland, search traffic has increased by 30%; CPC reduction of 8%; 15% YoY increase to bookings and revenue.

Freshest Public Sector Project

Gold SKV Communications, Blackpool –J’aime la Tour, VisitBlackpool/NWDA

Geraldine Vesey Director, Daniel Kennedy Director, Heather Price Senior Account Manager, Katherine Atakuru Account Manager
Judges Comments: Je t’aime! C’est Magnifique! Superb!
The brief to SKV Communications when they won the account for Visitblackpool was to change how Blackpool is perceived by holidaymakers and to raise awareness of Blackpool among opinion-forming journalists, creating a new ‘buzz’ in the media.

Silver Lightbox Education, National CPD Database Development, Training and Development Agency

Jon Toothill Projects Manager

Our client the TDA ran a feasibility study into the development of a CPD database. There was wide-spread agreement that a database would be welcome support for schools. Lightbox was commissioned in June 2008 to develop the pilot.

The system was developed as a set of portals to allow providers to add opportunities; allow users to search for relevant information; and enable management to identify usage, trends and coverage.

The system has continued to evolve in response to user needs gathered through focus groups and independent reviews.

Since release the site has grown both in the number and range of provision and in usage by the school workforce. There are currently over 11,000 users per month, with the trend being to double this figure every 2 months.

There are over 600 providers registered with the database, offering almost 3000 opportunities for professional development.

Silver puremedia/NHS East Lancs, Alcohol Awareness Campaign

Grace Butcher Media Manager, NHS East Lancs Team
The objective of this campaign was to achieve mass awareness about the dangers and consequences of drinking to excess, both on a physical and social level, communicating the know when to say when campaign to everyone in East Lancs.

Research showed that there was general avoidance and denial relating to this issue. The strategy was therefore to deliver ‘intrusive & relevant’ multi messaging in appropriate environments across the campaign period – thus overcoming issue avoidance and in turn, raise awareness of the consequences & perils of excessive consumption.

The campaign was implemented by means of heavy weight multi-media campaigns run across 2 x bursts, Spring & Autumn ’08. The most appropriate media formats and placement were selected to deliver the hard hitting creative executions. The campaign ran multi format outdoor, press, & radio as well as further appropriate targeted media environments –pubs, clubs (gender targeted executions) & football grounds.

Research results illustrate the campaign effectiveness in terms of very high levels of awareness & impact, 68% prompted, with an unprecedented 29% spontaneous recall. Discussion stimulated, with 1 in 3 respondents saying they had discussed the ‘ads’/information with someone close.

Bronze puremedia/NHS East Lancs, Coronary Heart Disease Campaign

Grace Butcher Media Manager, NHS East Lancs Team
The aim was to increase awareness of Coronary Heart Disease across East Lancashire and communicate the - Could it be you? message, highlighting the fact that Heart Attacks are the number one killer in the region .

Research highlighted a distinct lack of awareness of CHD, despite the prevalence of the disease in the region. Therefore key locations and community hubs were identified to increase awareness and drive conversation about the subject.

A heavyweight multi media campaign was run across 2 x bursts in the Spring and Autumn of 2008, targeting all adults across the region utilising mainstream media such as multi format outdoor, press, & radio. Further appropriate targeted OOH media environments such as GP practices, shopping centres & family environments as well as pubs, clubs & football grounds.

Research findings show the campaign effectiveness in terms of awareness & impact, achieving 61% prompted, and 29% spontaneous recall. Importantly, the campaign led to discussion amongst the audience about heart disease, notably among family members, further endorsing the success of the campaign resulting in making residents think about the health of their own as well as other people’s hearts.

Nomination Code Computer Love, The Online Voice of Students, NUS

The Code Team Creative Account Management and Development,

NUS.ORG.UK brings together, for the first time, the National Union of Students (NUS) and NUS Services (NUSSL) in one site. It has given the NUS a single, stronger online voice with which to communicate with students - a diverse and fragmented market.

Its content it totally relevant to today’s students, and can be located easily and quickly. The site encourages more active participation, with polls, uploaded content including videos and ratings. By letting students upload their own content, as well as participate in polls and forums the site becomes much more relevant, owned by the students and reflective of real student life; and it has positioned the NUS as the voice of the student to the current and future generations of students.

The NUS Extra card can be bought online via a bespoke online purchasing process that is reliable and deceptively simple to use for the student, yet its simplicity belies the complexity of the back end system that underpins it.

Nomination Feather Brooksbank, A University for the Heart and Head, University of Lincoln

Sharlene Hanley Account Executive
Over recent years, the University of Lincoln have invested in its infrastructure and student facilities to prepare for growth, and so last year gave Feather Brooksbank the objective of increasing application figures with a focus on raising the University’s profile on both a regional and national level.

As a relatively new University, Lincoln needed to gain the attention of potential students and become part of their decision making process. In order to achieve this, we identified 4 key stages that students go through when choosing a University which were driven by key insight from research. Starting with initial information gathering, right through to University application and accepts, each stage introduced a different media strategy and incorporated a variety of media channels.

Advertising the University as an institution for the heart as well as the head was the overall strategy and the results speak for themselves – the University of Lincoln is receiving almost 10% more applications and 15% more accepts year to date.

Nomination Fudge, English Rose, English Squash and Racketball

Nomination Lightbox Education, Teacher Training Resource Bank, Training and Development Agency

Jon Toothill Projects Manager

TTRB provides a personalised service, via a web portal, bringing together expert knowledge, facilitating web access to materials relevant to teacher education and supporting the development, review and dissemination of those materials.
The content is created for the teacher education community by the teacher education community, which gives the resource a credible, authoritative and contemporary feel. Lightbox leads the consortium of partners which delivers and manages the service.

This is the flagship project for the TDA in improving the quality of teaching. There are currently close to 20,000 registered users.

The key benefits include: Daily articles on key educational issues; Innovative e-librarian Q&A facility staffed by expert education librarians – identifies articles and sources that may be of interest; An RSS feed, Podcasts and has its own pages on Twitter and del.icio.us; and personalisation, allowing users to identify their areas of interest and build their own resources.

Nomination PHD North, Culture & Tourism 2009, North West Regional Development Agency

Jason Spencer Managing Director, Laura Hands Media Manager, Karen Grindrod Outdoor Manager

Nomination Universal McCann Manchester, Lose Weight – Feel Great, Ashton, Leigh & Wigan PCT

Colin Malone Retail Media Account Director, Paul Sambrook IPM Regional Account Director, Alice Bowden IPM Regional Account Manager,
Lose Weight Feel Great is a weight-loss service provided by Ashton Leigh & Wigan PCT; we were asked to help develop the social marketing communications strategy.

The objectives were to launch the service in the community, maintaining yearly call rates; drive calls to the centralised service enrolment line NHS Direct and 15,000 calls were required to enrol 4,000 individuals.

Research and targeting was done by carrying out in-depth interviews with our target audience (males and females with a BMI index greater than 25, living in the Wigan Borough) we found a more ‘attitudinal’ target audience - ‘YoYo dieters’. As such, media was selected for its locality and tone of voice.

It was executed by using local press and door drops. Ambient media was used to target locations (branded beer mats in pubs, washroom panels in pubs, sandwich bags from local shops, bus tickets and wraps).

It resulted in over 5,000 being calls received; 3,000 website hits in first 20 days, with average dwell time of 5 minutes and 2,000 people enrolled after only 3 months.

Freshest Animation Project

Gold MI, ahd 168, ahd-mi

Ian Hogg Creative, Anthony Hartley Denton Project Lead/Director, Gareth Thatcher Lead Animator, Andrzej Szaszkiewicz Animator, Phil Greaves Animator, Matt Lilly Animator

It hasn't been the cheeriest of years eh? The papers full of doom and gloom, and people generally being a tad mopey. We suffered at the hands of the recession too. A large animation project we were working on got pulled.

Perhaps this was an opportunity? The animation featured a character that we had worked hard to create. Perhaps, with a bit of thought, we could get a job to replace the one we lost?

We produced a short film of our robot character, now homeless without his CGI environment to live in. Our hero lives a hand-to-mouth existence, and the film appeals to the audience to give him a home. Which of course, means some work for us.

The viral was launched pre Christmas, and was viewed over 40,000 times over the festivities; it has now been viewed over 64,000 times.

Silver The Neighbourhood, Sony PSP. Your Whole World In Your Hands, Love Creative / Sony Computer Entertainment Europe,

Jon Humphreys Creative Director, Paul Woodward Animator, Tim Woods Technical Director, Stuart Dearnaley 3D Artist, Sarah Edmondson Studio Manager, Ben Davies Managing Director

"You've got the whole world in your hands"... or so the song goes, and echoed in the latest campaign strapline for Sony's PSP 3000. Working closely with the agency behind the campaign, our neighbours at LoveCreative, we were asked to develop a film to tie in with their brand campaign for the UK and European market. Combining greenscreen filming with 2D and 3D animation techniques, the film promotes all the multimedia features on the PSP that people don't normally associate with it (Film, Photos, Internet etc). The final high-definition 80 second brand edit is being used as a point of sale movie for in-store promotions with further 30, 20 and 15 second edits as the main above the line TV campaign, and online.

Silver The Neighbourhood, Be Collective, The Be Collective

Ben Davies Managing Director, Jon Humphreys Creative Director, Chris Moran Artist

Innovative luxury property design, branding and development organisation the Be Collective approached us to assist with their own branding and communication. Our response avoided the usual 'showreel' clichés, instead focussing on the ‘DNA’ culture of their studio and the spirit of their organization – through 3D animated environments directed and produced in full high-definition.

Bronze The Neighbourhood, New York Bagel, The Kings Arms Creative/New York Bagels

Jon Humphreys Creative Director, Tim Woods Technical Director, Stuart Dearnaley 3D Artist, Sarah Edmondson Managing Director

Personalised messages seem all the rage at the moment on the web, and what better message to deliver than one of love! Spreading the love for NY Bagels on their microsite we brought to life a cartoon Isaac Hayes in his pimped up boudoir, some flying cherubs, and a Las Vegas style stage show featuring The Bagelettes - a surreal troupe of dancing bagels in fishnet tights! And who is that hiding under the bed?

Nomination The Neighbourhood, Code Computer Love Showreel, Code Computer Love

Ben Davies Managing Director, Jon Humphreys Creative Director, Sarah Edmondson Studio Manager, Chris Moran Artist/ Animator, Michelle Collier Artist

What do you get when you team the best digital marketing agency outside the M25 and an internationally acclaimed illustrator with the North of England’s best animation outfit? Take a look. http://awards.codecomputerlove.com/fresh09/codeshowreel/

Code Computerlove is one of the UK’s top digital marketing agencies, based in Manchester. Code Computerlove needed a shiny new show reel to show off its wares. It wanted a narrative and delivery mechanism that would showcase its recent digital work while reflecting Code’s personality and distinctiveness.

The concept behind the animation was to create a 'Computerlove World' where moments of computerlove introduced the work.

The creative response reflects Code’s culture and ethos, as much as being a straight showcase for its work. It’s a fun and quirky insight into the unique Computerlove world.

Launched in June 2009, just prior to Code’s 10th Birthday party, Code’s show reel is already receiving industry acclaim being picked up by blogs, it’s been featured on internationally respected motion graphics portal motionographer.com and has appeared on news sites praising its creativity and the overall production. In just one month it received more than 2,500 online hits on vimeo.

Self Promotion
This category has been combined with Freshest Trade Campaign

Freshest One to Watch in Media

Winner Mark Worth, PHD North

Judges Comments: A professional and dedicated individual, Mark makes a great contribution to the business.
Mark has grown his knowledge, skill and competency to become a driving force within PHD North.

Mark improved media efficiencies significantly for Kaleidoscope in 2009. He combines great business acumen and a positive attitude. He helped to retain and win new business for the agency whilst managing a growing portfolio.

His ability to go the extra mile has earned him the wholehearted respect of his colleagues and peers.

Mark is definitely one of the freshest ones to watch in media – he is positive, professional, grounded and high respected by his colleagues, clients and peers, and highly deserving of this award.

Freshest One to Watch in Digital

Winner Matt Booth, Flashtemple

It’s now been 2 years since going freelance under the name of Flashtemple; www.flashtemple.com and the last year has been whirlwind of new clients, new projects and new ventures, with a few magazine submissions thrown in for good measure.

So what’s new? I’ve continued to work for clients such as Love, Tonic and Poke, as well as picking up new clients – McFaul, Domani NYC, Tribal DDB Amsterdam, Skype, Calypso and Red Bull. This year I have worked closely with Computer Arts and Computer Arts Projects magazines, creating tutorials and being interviewed on becoming a freelancer for last Septembers issue of Computer Arts Projects.

I set up and organize Northern Digitals, a networking event for digital creative’s in and around Manchester. www.northerndigitals.com, I also setup a new t-shirt brand called Boom! as another outlet for my design work. www.weareboom.com.

To top this year off I was recently awarded the Best Freelancer/Micro Enterprise for the second year running at this years Big Chip Awards.

Freshest Media Brand

Gold News International

Sandra Tinker Regional Director

Judges Comments: News International results have been very impressive. They have revitalised their business, as their results clearly show.
News International is a British newspaper publisher owned by News Corporation.
NI Manchester is made up of three main components. News Group Media (NGM) – Sun, News of the World and sunonline. Times Media Group (TMG) – Times, Sunday Times and timesonline. Classified – Recruitment ad sales across the full portfolio. The Manchester office covers the country outside of London, M25 and the South East and up to the Scottish borders.

The innovation shown by the News international team in terms of structural change, investment and cross floor collaboration has in a relatively short space of time moved the team on from being seen as traditional and difficult to deal with, to reaping the revenue rewards of a team that is more collaborative, creative and open to doing good business.

Our brands have incredible strength in their markets giving us the ability to allow access to a unique cross platform offering, one we have worked hard to wake our agencies and clients up to in the past twelve months, and despite the difficult economic climate we find ourselves in, we have certainly seen some just rewards.

Silver IPC Media

Katrina Hutchinson Regional Director

We are IPC's Regional Sales Team -17 people based in Manchester, covering all agencies / clients outside of London ; selling a portfolio of 29 magazines - weeklies and monthlies - from sectors including homes, women's glossies, listings, women's weeklies and men's titles

Our Brands are iconic and we are always passionate about selling such great titles.

We are outperforming the marketplace and our London office and knocking the Recession on the head. As despite very difficult trading conditions and the loss of several key accounts over this past year alone with over £500k moving from our agencies to London agencies or going out of business, we have delivered fantastic business results: Secured nearly £2m of brand new and growth business, Pitched for and sold over £350k of SOLUS deals and many more majority share deal.

We are also up in revenue terms from 6 of our Top 10 agencies vs. same date last year. Up from 6 out of the top 10 clients in revenue terms vs. same date last year. Share up from 6 /10 agencies but 7/ 10 are ahead of our natural position of 29%Share up from 5 /10 clients but ALL 10 are up against our natural position of 29%.
We are tracking ahead of the regional competition, our all important share is up 12% yoy. We are also ahead of the Company by a massive 35% ahead of IPC's natural share of 29%. (source NMR 2009)

Nomination IPC Media – Regional Southbank Team

Jo McLenaghan Ad Manager, Shelagh Bridge Senior Sales Executive, Sarah Laker SSE, Clare Downing SSE, Katie McCullough SSE, Vicky Braddock SSE
We are IPC’s Regional Southbank team comprising of one Advertisement Manager and four Senior Sales Executives. We are a dedicated, passionate, competitive and results driven sales team who have demonstrated that it is possible to continue to drive new business even in this very challenging economic market.

Our team look after all agencies outside of the M25 including territories – The North, the Midlands, Scotland and Ireland. As we have continued to outperform the market (increasing our regional share overall by 8%), our strategy was to sustain our business base and maximise revenue growth and outperform on share.

Growing revenue is always a challenge, especially in the current economic climate and downfall of the housing market. 08/09 proved to be no exception, especially as most of our business is related to the homes sector. In 2008 we achieved our plan by 6% and achieved all 4 quarters. This was against the grain and also bucking the trend across the whole company.

Freshest Media Agency

Gold PHD North

Jason Spencer Managing Director, Lorraine Jones Planning Director, Emma Lucas Account Director, Bev Jones Account Director, Laura Hands Media Manager, Mark Worth Media Manager, Michelle Lowe Digital Manager, Sam Hall Media Planner, Lauren Gregory Media Assistant, Lyla Graves Media Assistant
Judges Comments:The judges liked PHD North’s emphasis on their people. They have sustained their approach in a difficult period.

Why do we feel PHD North are the Freshest Media Agency? We adjusted our business strategy in light of the recession to put family first – our clients, our people and the regional media industry.

We believe that helping our current clients grow in the recession is more important than chasing every piece of new business that moves.

We believe that great work comes from great people – so we’ve invested training and non-financial benefits to make our staff package the cream of the region.

We believe that great ideas can come from anywhere – so we have worked closer with media owners to develop challenging and fresh media campaigns.

Putting family first – clients, people and the media industry – has never been more important.

Silver Mediaedge:cia

Mick Style, Managing Director, Emma Slater Deputy Managing Director
Over the last fifteen months we have focused our business effort around Five Pillars of Success to help us, and our clients, face up to the unique challenges of the current business environment. We have driven new business - £13.6m wins and a 70% win rate from pitches; Diversified our services to clients - launching a new SEO division which now centralizes SEO services for all MEC UK in Manchester; Built our brand - a multi-platform approach of winning awards, sponsoring conferences, launching newsletters, creating films, and presentations; Invested in our people – a comprehensive training schedule and second in the ‘Manchester Crain’s Best Places To Work’!; Grown Pbt by 35% (Dec 2008 year-end), and improved our operating profit margin - our best performance over the last 6 years.

Bronze Universal McCann Manchester

Sharon Palmer Head of Media, Guy Beardsley Group Media Director, Natasha le Marinel, Group Media Director
Freshest Clients… Wins such as Yorkshire Tourist Board, Sainsbury’s Bank, and Haliborange, attracted by our innovative media-neutral thinking, our emphasis on fully-integrated campaigns and strong return on investment
Established clients like Wickes, Aldi, American Airlines, and SSL appreciate our insightful planning and consistent campaign delivery
Freshest Resources…Continuing development of staff using MPA, CIM and internal learning lunches. Strong new staff, like Ric Hayes and Natasha Le Marinel, developing our strategic planning. New technical and digital hub, Metro McCann, based in Central Manchester.

Freshest Results…Aldi - Despite a media spend 80% less than any rival, Aldi has seen strong sales growth and featured in Adwatch Annual Review 2008
Wickes - By optimising customer journey, site revenue has increased by 85% and return on investment in PPC increased by 388% Yorkshire Tourist Board – generating 80% new website visitors, strong growth for their first campaign with UM. As a result, Universal has increased revenue by 3%, despite the tough trading environment
Freshest Digital Operation

Gold Fudge

Collaboration leads to more effective communication.
We’re here to make our client’s digital communications more effective. But it’s not just through our insightful grasp of their brands, our creative intelligence, our technical knowhow or even our understanding of digital marketing. There’s something far more fundamental that Fudge do, that other agencies, quite frankly, don’t.

Our success comes down to the way we work; which really does. Work that is. Based on Agile methodology, our approach is highly collaborative. Our clients and our agency become a close-knit team, liaising with every step we take and every milestone we reach.

Not only does this customer-focus ensure we understand them, their brand and their consumers inside out, it makes us nimble, responsive and alert. Better still, it means we’re faster, more accurate and produce work that’s by far much more effective.

Disclaimer: Please note that every care has been made whilst compiling these results online and Fresh accepts no liability for errors or the functionality of any external or links to websites from our entrants.

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