Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

2006 GOLD

G6 Launch

Pontiac partnered with "The Oprah Winfrey Show" for an unprecedented giveaway of 276 G6 vehicles to every audience member on the season opener. Beyond the emotional 25-minute in-show segment, the communications plan included paid online search, "Oprah" program content embedded in the Pontiac.com Web site and a thorough PR plan. As a result, 87% of Americans were aware of the promotion. Pontiac experienced a 600% increase to Pontiac.com and the highest Google.com click-through rate ever (17%). Press coverage, estimated at $100 million, included spotlights on the "Today Show," ESPN's "Sportscenter," "The David Letterman Show," "The Tonight Show With Jay Leno," "The Daily Show" and many more.

Brand: Pontiac G6
Client: General Motors
Agency: Leo Burnett Detroit
Language: English

2006 SILVER

The Art of the Heist

A tiny budget and hard-to-reach young, highly affluent target was part of the challenge of launching a premium compact car into a crowded luxury market. The solution was to embrace the consumers' sense of control using every conceivable type of media. Customers didn't just watch "the heist" unfold, they actually played a role in it. This translated into interest in the car and ultimately test drives and sales.

Brand: Audi
Client: Audi of America
Agency: McKinney
Language: English

2006 BRONZE

Under Five

To establish a performance reputation for the entire brand and launch the VSeries line of high-performance Cadillac vehicles, a series of five-second commercials reflected the fast acceleration of these cars. In addition, the agency and client created an online competition for five-second short films, promoted by the cast and directors of the movie "Be Cool." The result was a huge lift in performance perceptions and increases in dealer traffic and sales.

Brand: Cadillac
Client: General Motors
Agency: Leo Burnett Detroit
Language: English

FINALISTS

RITZ Puttin’ on the RITZ

U.S. Bank Found in Translation: The untold story of children who give a voice to generations.

Pulsar N160 The (Un)Censored Ad