THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: BEST USE OF DM MEDIA - ELECTRONIC MEDIA

WINNER

WINNER



Client: Rover Cars



Agency: Ammirati Puris Lintas



Copywriter: Sam Cartmell



Art director: Mick Oxberry



SECOND



Client: British Tourist Authority



Agency: Brann Interactive



Copywriter: Judith Innes



Art director: Chris Dawson



THIRD



Client: Microsoft



Agency: Brann Interactive



Copywriter: Chris King



Art director: Pete Lancaster



WINNER



There has always been affection for the Mini among past and present

owners, and the brand will continue through a new car carrying its name.

One of the ways in which the name has been kept alive and developed, in

preparation for the launch of the new version, is through an interactive

Internet site.



The objective was to build a relationship with an audience with which

Rover had previously had no dialogue. Another aim was to capture data on

prospects and stay in touch with them.



The site is kept updated with the latest news about the Mini, together

with games and competitions. A particular attraction is that buyers can

customise their Mini before it leaves the factory, selecting and viewing

on-screen through an extensive list of factory fitted options, including

Union Jack roofs.



’We wanted advertising which would reflect the Mini’s own personality

and its ability to reflect the personality of the owner,’ explains the

agency.



After gathering round a PC and designing their own car, the judges’

verdict was that the site represented ’an excellent example of how to be

consistent with your brand values, very interactive, very involving, and

great fun, with a programme specifically designed for the Internet.’



SECOND



The British Tourist Authority Web site was designed to enable domestic

and overseas travellers to plan their holidays in Britain. It gave

access to the BTA’s database of 60,000 hotels, places to visit, events,

language schools and Tourist Information Centres.



Having found places to stay and attractions to visit, users could add

the details to a personalised itinerary. Interactive maps assisted

journey planning and there were links to such further information as

railway timetables and National Trust opening times.



THIRD



A range of Internet contents is illustrated in Microsoft’s Infinity Park

CD-ROM by rides and entertainments populated by diverse characters,

voice-overs and video sequences. It supports the company’s ’Get on the

’Net’ campaign to establish it as a pre-eminent UK Internet player.



An important consideration was not to appear patronising to more

experienced computer users while being friendly to novices. To ensure

this, a second level of information is available through ’Boffin Bob’

who appears in most scenes.



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