PMS_AWARDS_p038 22/4/08 11:24 Page 38
38 PrecisionMarketing Response Awards in association with the International Direct Marketing Fair
Best Integrated Campaign
Sponsored by
Winner: Transport for London
WINNER
Transport for London
Oyster iTunes
Chemistry Communications Group
Auto top-up (ATU) is a service which allows your
Oyster card pay as you go balance to be topped up
automatically with either £20 or £40, whenever it
drops below £5 when you touch in on any yellow
reader on London’s transport network.
The agency was charged with increasing the
number of Oyster ATU customers by 5 per cent.
The process to set up ATU is lengthy and complex
– TfL needed to help people to understand the stages
and incentivise them to sign up.
The agency decided to exploit the fact that iPods
on public transport are now common place by link-
ing up with Apple iTunes. It offered customers who
set up an ATU online, a one off opportunity to
download up to five free Apple iTunes from the
Apple library of 5 million tunes.
The creative idea combines artist’s names to
famous London stations, such as Eric Clapham,
Lionel Richmond and Lily Balham.
A multimedia campaign was developed, includ-
ing posters in Tube and bus stations and a series of
Metro press ads. Online rich media was also
employed, on MSN, yahoo and mySpace, allowing
users to come up with their own creations and print
them as posters. All the creative drives consumers
to a microsite to take up the offer.
The microsite serves a dual purpose: to help peo-
ple understand how quick and easy it is to set up
their ATU with the aid of an online ‘help’ tool and
show them how they can claim their free iTunes.
The target was to increase Oyster ATU registra-
tions by 7,000 (5 per cent). Before the campaign, reg-
istrations averaged 2,500 per week; they are now
averaging 3,500 per week and on course to deliver
12,000 sign ups, exceeding the original target by 71
per cent.
Art director: Seb Hill
Copywriter: Ray Phelps
Group account director: Liz Hollins Highly Commended: The Army (right)
HIGHLY COMMENDED background, education, race or gender. them towards actual career opportunities in the
Army/COI
This campaign turned conventional media think- Army.
One Army Recruiting
ing on its head and made the Web the focal point of the To date, the campaign has resulted in 1,631,362
communications. unique visitors to The Armyjobs website – a 64
Publicis Modem
Twelve stories were kicked off in TV, radio and per cent increase during the first month of
press ads, but users had to go online to view the whole launching the TV campaign. Compared to the
The Army wanted to create an engaging Web por- video and find out what happened next. The film- last financial year, the agency has decreased cost
tal for its recruitment service that would dispel strip/light box interface design was used in the print per unique visit by 35 per cent.
false assumptions and negative PR and make the work, and online it allowed users to choose the story
Army a compelling and aspirational career choice they wanted to complete. Account director: Kate Fairbairn
for 16 to 24 year olds. After viewing the video content, users are encour- Planner: Jon Haywood
In doing so, it wanted to open a dialogue with a aged to discover more about themselves with the Creative director: Robin Garms
wider group of potential recruits than had previ- Army Pathfinder; a highly visual psychometric test Flash designer: Douglas Mackenzie
ously considered an Army career, regardless of that gives each user individual feedback and guides Technical developer: Ben Weeks
Finalists
Prostate Cancer Research Foundation
Give a few bob
The Communications Agency
Samantha Dickson Brain Tumour Trust
Sam’s Campaign
catchpole&friends
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53