The team won the Grand Prix at yesterday’s (21 June) awards ceremony at Sketch in Mayfair, which was attended by 150 shortlisted media owners and agency TV planners and buyers and hosted by comedienne Jenny Eclair.
Zenith’s campaign for O2’s pre-pay Load and Go card - which broke new ground as the UK’s first contextual TV advertising campaign - also won first prize in the Best Use of TV category, thanks to its "phenomenally good" results for the client.
This year’s judges, who included Jeremy Found, head of media at the COI; Stuart Bowden, deputy managing director of Vizeum; and Michael Bates, marketing director for WM Morrison Supermarkets; picked a further five category winners.
The prize for the Best Use of TV in an Integrated ±±¾©Èü³µpk10 went to MEC and MCBD for their NHS Smokefree campaign, which hit the target audience with "emotionally charged" messages in high-impact shows such as ITV1 soaps.
The Best use of Sponsorship or Content category rewarded OMD UK’s partnership between Waterstone’s and Film4, which linked a season of 34 films of book adaptations on Film4 to a six-week promotion of film adaptations in Waterstone’s.
Meanwhile, MediaCom won two awards: Best Ongoing Use of TV for evolving its TV strategy for Sky to stay ahead of the pack, and Best Newcomer to TV for its campaign for online accommodation specialist Laterooms.com, which increased awareness from 30% to 50% and increased bookings by 70%.
Finally, ESP-Marketing’s strategy to boost sales of Warner Music’s Coming Home by The Soldiers was rewarded with the Best Use of TV for Response award, after the album sold more than 500,000 copies, exceeding client expectations by several hundred percent.
Tess Alps, chief executive of Thinkbox and chairman of the judges, praised the high quality and the record number of entries.
She said: "The dynamic TV landscape offers ever more opportunities to plan TV campaigns that deliver for clients and help further underline TV’s position as the most effective advertising medium."
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