MediaCom wins 2 Awards at the Campaign Media Awards

The Campaign Media Awards happened on the 17th November 2010.  The awards chairman explained that ‘leading-edge media practice is less and less about the amplification of creative advertising units and more about the breadth, depth and accountability of a vision that can leverage an audience’s relationship with media assets. The stand-out winners demonstrated such comprehensive involvement in the marketing and communications solution that it was hard to see where the media agency’s input ended, thereby reflecting the convergent battleground of our times in the agency sector’ – It is therefore a great achievement to have been awarded two Campaign awards.

Best fashion, beauty and healthcare campaign- GlaxoSmithKline, alli
The pharmacy-only weight-loss treatment alli was one of the drug company GSK’s most important marketing launches. The weight-loss industry is filled with miracle cures and fads. MediaCom was challenged with getting the message across that alli, which is approved by the European Medicines Agency is different.
The agency eschewed the obvious route of advertising during shows such as Celebrity Fat Club and, instead, focused on ones with positive lifestyle messages such as Supernanny and Come Dine With Me. It also targeted people interested in food through partnerships with Channel4.com and NatMags’ magazines, including a microsite that pulled in recipesand content for Channel 4’s food website. These were then all alli-fied to make them contain less than 15g of fat.
The campaign helped alli.co.uk achieve a million visits and thousands of registrations. Alli sales exceeded £17 million in the first year since launch, and consumer brand awareness stands at 50 percent.

Best use of research- Real World Money
Real World Money was started by MediaCom to try and make sense of how consumers attitudes towards spending were changing in reaction to the global economic crisis.
The aim is to drill deep into consumer attitudes by adopting 12 homes thoughout the UK and developing  a lasting relationship built through home visits and phone contact. This is combined with quantative research carried out online to make sure that there was backing for the qualitative findings from the families.
The research generated has helped clients as diverse as Wrigleys and Sky to adapt their strategies to cope better with changing spending habits. It also resulted  in the creation of T-Mobile’s £5 night-in joint promotion with Blockbuster, which has proved a huge success.