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March 2008 - Strategy Magazine
Media

Media Deconstructed, Part 1
From cheap as chips to over the top, here are the media plans that caught our attention

Each year, strategy's search for the best media plans begins by inviting agencies to submit their favourites, which are then adjudicated based on a number of criteria. We look not just for imaginative placements, strategic targeting, brilliant creative or impressive results, but a clever combination of all four. We also reward originality, cheekiness and nimble action plans. There's so much good work this year, it's a two-part series.

The categories:

Superniche rewards plans that found imaginative and fruitful ways to reach a very specific target market, whether that meant urban basketball players, Dads in their post-minivan years or women who hate to find stubble in the sink.

Over the Top includes initiatives that achieved results by being deliberately provocative or outlandish. We were looking for the ultimate clutter-breakthrough stunts, and we found them - jumping off transit shelters, whispering from windows and marching across magazine covers.

On the Fly celebrates quick thinking, quick execution and quick return. It's a category in which resourcefulness and audacity lead to major results.

Cheap as Chips is somewhat self-explanatory: plans that had a tiny spend and a big ROI.

Media as Creative Department includes plans where the media actually is the creative, or media choices direct the creative.

Read on to discover the winners of the first four categories. Next month, we'll reveal the Media as Creative winners.

Jump to:

Superniche
The book of Dove
Nike Air Force
Panasonic shaver
Campbell's Chunky Soup
Toyota Highlander

Over the top
Sprite
Johnnie Walker
CTC

On the fly
Quaker Oats
Audi Q7

Cheap as chips
Audi R8

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