April 27, 2004

SUTTON LANE: "Michael Wilkinson Exhibition"

"The Boss is Always Right", 2004 | "I Hate Mondays", 2004


"Big" CD's talking

What do Jeff Goodby, Lee Clow, Bob Isherwood and David Droga all have in common besides being worldwide Creative Directors at Goodby, Silverstein & Partners; TBWA; Saatchi & Saatchi and Publicis? Find out in this excellent Canadian website: I Have an Idea


Euro RSCG, Lisbon: "UEFA Euro 2004"

"In Portugal, the extra-time is always the best part of the game."


"Persil Capsules in the Daily Mirror"

Campaign objectives
Persil were launching their new capsules variant with the objective of building a high level of brand awareness and brand saliency. A key aim of the campaign was to give the launch 'event' status and inject newsworthiness. The key competitor was Ariel which had already launched its capsules variant into the market.

The campaign
The campaign launched with a flying green capsule landing in Leicester Square on Thursday 10 May. Patrick Moore identified it as a Persil Capsule. Advertising began on Friday 11 May in national newspapers, TV and radio. In addition, internet advertising launched on 7 May.
The Daily Mirror ran a two page, colour, editorial and 25x4 ads ran in all the other national newspapers. The advertorial was a mock-up of a real news page.

Campaign impact
NOP Omnibus telephone research was carried out across 11-13 May 2003 with a sample size of 1,000 adults to specifically look at the impact of the newspaper advertorial. The technique used allowed the impact of the Daily Mirror editorial to be isolated from the other elements of the campaign.

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