has won an award for its work on Cadbury at the prestigious Venice Festival of Media. Madison Media is among the five media agencies that have won this recognition.
The Venice Festival of Media is organised by Publishers of Media and Marketing, Europe, and 'Cream' magazine. The other agencies that have won recognition are Dashboard, MPG, Agencia Click and Clemenger BBDO.
Madison Media used the mobile medium for Cadbury by helping Indian youth to access their important exam results directly on their mobile phones. In this initiative, the confectionery brand relayed its message of 'celebration' to the most tense instances of a student's life, when he is about to learn how he has fared in a life altering exam. This way, the traditional Indian 'mithai' is shown to be replaced by Cadbury chocolate.
The win came as a surprise for Sam Balsara, chairman and managing director, Madison World. "While I knew that our work on Cadbury had been short-listed, I was surprised when we made it to the last five among the 34 other entries from across the world, and moreover when we won the award," he says ecstatically. He says that the agency was thankful to the two parties involved in this initiative, Cadbury and Reliance Telecom, which made the innovation possible.
The basis for selection and entry into the short list was ads which had featured in the last four issues of 'Cream', a quarterly magazine catering exclusively to innovation and creativity in media. From about 145 entries, a short list of 34 was drawn up by an eminent jury.
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