Team One

Team One has been named a Mediaweek's Media Plan of the Year award winner for its launch campaign for the redesigned Lexus ES 300 sedan. Team One had already been in talks with TiVo about partnering up for a campaign, and this seemed like the perfect opportunity for a sweepstakes. By any measur...

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Bibliographic Details
Published in:Mediaweek 2002-06, Vol.12 (24), p.SR40
Main Author: Howe, Jeff
Format: Article
Language:English
Subjects:
Advertising
Advertising agencies
Advertising campaigns
Automobile industry
Awards & honors
Digital video recorders
Interactive television
Media planning & buying
Television advertising
Online Access:Get full text
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Summary:Team One has been named a Mediaweek's Media Plan of the Year award winner for its launch campaign for the redesigned Lexus ES 300 sedan. Team One had already been in talks with TiVo about partnering up for a campaign, and this seemed like the perfect opportunity for a sweepstakes. By any measure, the campaign was highly successful. Since it utilized spots that were already in rotation, overhead was very low, and the response rate high: Out of the 250,000 TiVo subscribers who received the sweepstakes plugs, 13% responded by entering the contest.
ISSN:1055-176X