Answering the brief to sell the car's "young at heart" proposition, the agency ran a internet teaser campaign and email to Renault prospects to tell them to when to watch a mystery TV ad, without telling them what product it was for.
The ad was special in that slightly different versions of it were broadcast simultaneously on two different TV channels. The audience was asked to channel hop between the two ads to get the full impact. They were then directed to see the ad's ending on the Modus website and encouraged to register for a test drive.
The judges applauded the campaign for signposting the future of direct marketing.
OgilvyOne was the only UK agency to win a Gold, with its "Still Here" campaign for Cancer Research UK in the Use of Media - Integrated Solutions category, which used established and unusual media, such as park benches, to get people to donate 拢2 a month to continue the charity's progress.
Silver Lions were awarded to Harrison Troughton Wunderman for its "Bolt-On Mailing" mailshot for Microsoft Exchange Server in the Use of Media - Flat Mailing category; MRM Partners for its viral campaign for Microsoft OneNote in the Information Technology category; and JWT Cheethambell for its "It's Gonna Get Dirty" campaign for Scruffs workboots, in the Use of Media - Integrated Solutions category.
The total of eight UK Lions was completed with four Bronzes, won by Proximity London for its "Ice Tray" integrated campaign for Volkswagen Polo in the Product/Service - Cars category; Harrison Troughton Wunderman for its "A Stranger's Been Through Your Mail" mailing for Court Security in the Product/Service - Other Consumer Products category; Miles Calcraft Briginshaw Duffy for its "Bullet Hole through Magazine" campaign for the Metropolitan Police Service's gun prevention initiative in Use of Media - Direct Response Print; and JWT Cheethambell for its 'Hardcore' DVD for Scruffs workboots in the Use of Media - Infomercials category.
Jury president Fred Koblinger, chief executive of BBDO Holding and managing director of Palla Koblinger Proximity, said: "The average level of work has improved considerably -- probably 70% of entries were good to very good work."
Germany was the next most successful country, landing a total of six Lions in the direct marketing competition.
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