Media Idea

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

2007 SILVER

We're Up When You're Up

The unusual affinity between an open 24 hours promotion and don't drink and drive messaging afforded an opportunity for McDonald's to demonstrate community commitment, while increasing late night store traffic. Bar coasters, free rides home in a pimped-out cab, even Ronald's wallet as collateral provided multiple campaign touches in and around late night hot spots in order to reach young adults in their i'm lovin' it moments. These ideas and environments were chosen because, let's face it, who needs McDonald's more at 2 a.m. than people in need of sobering up?

Brand: McDonald's
Client: McDonald's Corporation
Agency: DDB Seattle
Language: English

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

FINALISTS

RIMAC Seguros y Reaseguros La primera estación de bienestar en la Panamericana Sur

NIKE Una Idea de medios invencible

Cerveza Corona Hacking the city