BEST BUDGET TV ADVERTISEMENT/ CAMPAIGN


BEST


TV ADVERTISEMENT/ CAMPAIGN


BRONZE STANDARD PERFECT PACKAGE


LONDON CREATIVE FOR ICELOLLY.COM


Created with the aim of increasing visitor numbers to the package comparison website, icelolly.com’s summer TV advertising campaign saw London Creative translate the company’s core message into its simplest form.


Designed to appeal directly to a target audience of women aged 25–40, the tongue-in-cheek spot features a female heroine relaxing by a pool while surreptitiously ‘checking out’ four male stereotypes. The playful tonality was accentuated by the use of Hot Chocolate’s ‘You Sexy Thing’ as a soundtrack and a voice-over from Gavin and Stacey’s Joanna Page.


Successfully navigating possible Clearcast constraints, the ad’s first prime-time airing saw more people visit the icelolloy.com website in one hour than in a normal day. However, the real success of Perfect Package was in the word-of-mouth buzz it created, with comment and opinions posted on various social networking sites and a YouTube page receiving more than 8,000 hits in the weeks following the launch.


Click on the tab at the top of this page to view.


GOLD STANDARD


YOUR AIRLINE’S EITHER GOT IT OR IT HASN’T


RKCR/Y&R AND MG OMD FOR VIRGIN ATLANTIC


Working to a brief that built on Virgin Atlantic’s 25th anniversary ‘Still Red Hot’ campaign, RKCR/Y&R and MG OMD developed a multi-channel concept that dramatised the airline’s offering in its first global TV campaign: ‘Your Airline’s Either Got It Or It Hasn’t’. The ‘it’ campaign reflected how Virgin Atlantic customers are experience seekers, depicting the brand, its product benefits and services in a visually rich style.


Featuring a Muse cover of ‘Feeling Good’, the ad uses confident, sexy imagery and heroes the crew using bold cinematographic references. Taking the viewer on a metaphorical journey, the spot concludes with a wry end-line that illustrates how the brand is human and accessible.


The ad successfully reinforced Virgin Atlantic’s position as being ‘classy but value for money’. The airline is perceived as being modern, young and imaginative, and recording stand-out and persuasion scores achieved higher levels than favourites such as Cadbury’s Gorilla and even Virgin’s previous spot.


Click on the tab at the top of this page to view.


SECOND PLACE: BRONZE STANDARD Designate for P&O Ferries with Poetry In Motion


THIRD PLACE: BRONZE STANDARD InsureandGo with Feeding Your Passion For Travel


JOINT SECOND PLACE: SILVER STANDARD Ogilvy & Mather for Expedia with Powered By People Who Travel


JOINT SECOND PLACE: SILVER STANDARD Europcar with The Extra Hour


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