Meet last year's winners
We’ve captured the winners from AOL’s Online Planning Awards 2007 and put them behind bars - so you can see the inspiring work they did to impress the judges last year:
OVERALL WINNERS
Alex Miller & Tom Dunn, i-level
Best Use of Online Medium
Campaign name
Talk to FRANKbot, Dept. Health & Education
Campaign objectives
Provide an online support information and communication service for teenagers with questions or concerns about drugs.
The Campaign
i-level and MSN worked closely to build the FRANKbot - a software programme that mimics the way a human responds to natural language questions. FRANKbot has over 1,000 programmed responses and the ability to answer thousands of conversation threads.
The campaign resulted in over 1.2 million digital conversations between teenagers and the COI’s drugs advice and information service.
Diane Rowe, Zed Media
Best Branding Campaign
Campaign name
Zurich - Impact of change
Campaign objectives
Create brand awareness and familiarity of Zurich Motor, Home and Life insurance enhancing user dialogue and engagement.
The Campaign
Zed Media launched The Guardian’s first ever home page online sponsorship driving people to a microsite.
The microsite was the hub for all advertising activity and included online debates from ‘futurology’ experts, an interactive quiz and user generated content.
Cross-media advertising, media activity and editorial aimed at a specific defined target audience worked to support the campaign.
Sam d’Amato, OMD UK
Best Cross-Platform Campaign
Campaign name
Lunch Happy, Walkers crisps
Campaign objectives
Reinvigorate the appeal of Walkers and motivate the target audience to reconnect with the brand... and their lunch!
The Campaign
OMD used National GCap and Emap radio promotions, live reads and press ads to get the nation to ‘Lunch Happy’ on 11th August 2006.
This activity was supported by online banner takeovers, MPU roadblocks and regional specific online creatives.
Search activity provided integration with the offline communication and the Lunch Happy website was launched.
Martin Talks, Blue Barracuda
Best Direct Response Campaign
Campaign name
Pizza Hut - Launch of online
Campaign objectives
Build Pizza Hut’s first ever European online pizza ordering service & promote it online
The Campaign
Blue Barracuda built a fully functional, user-friendly site and worked to convert online leads and achieve PPC Search, email and affiliate marketing.
The activity targeted previous visitors to the ’non ecommerce enabled’ PizzaHut.co.uk site with an offer to encourage people to revisit the site and order their next pizza online.
In addition to this, a successful co-branding partnership with LOVEFiLM online DVD online rental service was developed.
Hannah Lury, BLM Quantum
Young Digital Person of the Year
Profile
Hannah has won this award for her outstanding digital leadership & innovation in pitch work. She is a great creative force, always challenges traditional thinking and is fantastic at enticing traditionally minded clients to try digital communications. A self starter with aptitude for understanding client’s needs, she is also a brilliant mentor to younger members of the team.
Projects worked on
TKMAX, T4 On The Beach mobile promotion, VSO 10K charity run and Dominos: The Simpson’s Movie
Client quote
“Hannah has added real value to the service BLM Quantum provides - her consumer insight has changed the way we operate our business” Kevin Allfrey, Head of ecommerce, MBNA
2007 Award night
Last year the biggest and brightest minds from the digital industry attended the third annual AOL Online Planning Awards event in association with Media Week.
The event took place at The Casino at The Empire, in London’s Leicester Square.
Take a gamble and watch this video footage of the night.