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Consumer campaign of the year

The five shortlisted entries to this key category are acknowledged for their ability to consistently communicate a financial services message to the general public across all forms of media.

Working through TV and radio, outdoor and print media, this year’s top three all impressed judges with the quality of ideas employed and the brilliance of the execution of their work. This category rewards the very best financial services consumer advertising campaign of 2004.

Abbott Mead Vickers BBDO takes the prize as the best consumer advertising campaign for its Inner Voice work for Norwich Union. Judges rewarded the campaign for its simple, consistent message that used the same creative work across all media. Through the campaign, Abbott Mead Vickers BBDO achieved the client’s goal of portraying it as leading the argument on the message of the importance of retirement planning. A clear favourite amongst the judging panel, beautifully executed and well thought through.

In second place is cchm:ping’s Motor NCB For Life campaign for More Th>n which impressed judges with its engaging and down to earth approach. Building around the “That’s More Than Lucky” idea, the campaign achieved a significant awareness level on a budget far lower than many of its competitors.

Harrison Troughton Wunderman took third spot with the Get a Regular Income campaign for M&G Investments. A campaign that ran across press, underground, radio and mail, Get a Regular Income achieved a significant boost to cash inflows for the client. Judges described Harrison Troughton Wunderman’s campaign as “consistently intelligent”.

Shortlisted
Masius, Jupiter Unit Trust Managers,
What Bear Market?
TEQUILA/London, PruHealth,
PruHealth Launch Campaign

Sponsored by Egg Design & Marketing

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