Media Lions: Серебро
Type Of Entry: Product and Service
Category: Fast Moving Consumer Goods
Title: THE ONE
Advertiser/Client: CERVECERIA NACIONAL DOMINICANA
Product/Service: THE ONE BEER
Entrant Company, City: OMD DOMINICANA, Santo Domingo
Country: DOMINICAN REPUBLIC
Media/Advertising Agency, City: PAGES BBDO, Santo Domingo
Country: DOMINICAN REPUBLIC
Credit Details:
| Name |
Position |
Company |
| Rodolfo Borrell |
General Creative Director |
Pages BBDO |
| Yaqui Nъсez |
Copywriter |
Pages BBDO |
| Miguel Peсa |
Art Director |
Pages BBDO |
| Claudia Gуmez |
VP New Business |
Pages BBDO |
| Carolina Henriquez |
Brand Manager |
Cerveceria Nacional Dominicana |
| Augusto Ramirez |
VP Marketing |
Cerveceria Nacional Dominicana |
| Johnny Matos |
General Manager |
OMD Dominicana |
| Carolina Henriquez |
Brand Manager |
Cerveceria Nacional Dominicana |
Innovative Media Strategy:
The largest brewery in the Dominican Republic commissioned us to create a new beer exclusively for the 18 to 25 age group. This group had no loyalty to any beer brand since they didn't identify with any of the existing. Knowing they were very active in expressing themselves and supporting ideas, instead of a beer, we decided to create a movement that would identify with them by promoting self-expression. In other words, we didn't give them anything they weren't craving for.
Creative Execution:
The movement engaged the consumer by empowering it over every action and decision the movement would take. From the website to the look of the beer itself, the movement gave users the power to decide on its future actions and present decisions. It also gave them a voice by supporting the ideas they believed in.
Target Audience:
The use of guerrilla artwork gave the movement the freedom to reach this segment in a tactical and precise manner. The word-of-mouth these efforts generated surpassed the initial objectives of the buzz staying within the target audience to expand to a larger audience that made it their day's theme to talk about it in mass media channels like radio and television. This way the message reached the target audience through multiple channels.
Effectiveness:
We generated DOP$7,000,000 (around USD$250,000) in free-press. This is the average annual advertising budget for most beer brands in the country. 250,000+ have looked into the movement. 6,000+ active members. The beer: 3rd most sold in the second largest city, 4th most sold in the country above Miller, Heineken, Quilmes, Becks, Budweiser & Corona. A steady 25% weekly increase in sales.
Type Of Entry: Product and Service
Category: Commercial Public Services
Title: RECYCLING
Advertiser/Client: EMP
Product/Service: RECYCLING COMPANY
Entrant Company, City: UNIVERSAL MCCANN, Vilnius
Country: LITHUANIA
Media/Advertising Agency, City: UNIVERSAL MCCANN, Vilnius
Country: LITHUANIA
Credit Details:
| Name |
Position |
Company |
| Zydrone Amsiejute |
Account Manager |
Universal McCann |
| Ale Antoncik |
Account manager |
Universal McCann |
Innovative Media Strategy:
A majority of people are hoarders or dispose do not have the time or means to d of these heavy redundant goods. As a result old equipment is kept in garages, sheds or outside and always in the way! EMP are an electronic goods recycling company, they collect old goods for free thus saving people time, money and effort in disposing of these redundant goods. These goods are then refurbished and sold once again very cheaply to customers. We needed to highlight the problem on the streets to make people talk and think about their city.
Creative Execution:
Old redundant TV sets were fixed to public transport seats. The TV was a permanent feature even on a crowded bus. Stickers were attached to the TV reading "OLD ELECTRONIC EQUIPMENT TAKES YOUR PLACE". This was executed in five cities throughout Lithuania. Outdoor stands with old equipment on the top were located in the cities. The posters read "You can just bring your old stuff and leave it here…or we can take it for free"
Target Audience:
Older people hoard their old equipment at home . Door Drops, community boards and stickers in stairwells helped reach these people. The outdoor sites targeted the younger population known for disposing old equipment on streets. Viral marketing campaign of funny movies showing how people get rid of their old equipment was sent out across Lithuania.
Effectiveness:
The EMP message reached 75% of Lithuania. EMP has grown from strength to strength since the campaign. Turnover increased by 2.5 year on year. To handle the calls, there was an increase of 70% in staff and another 23 trucks were purchased. The business has now expanded into paper, building waste and furniture and across Latvia, Estonia, Poland & Sweden.
Type Of Entry: Product and Service
Category: Publications & Media
Title: COMIC SHOGAKUKAN BOOKS
Advertiser/Client: SHOGAKUKAN
Product/Service: COMIC BOOKS
Entrant Company, City: DENTSU, Tokyo
Country: JAPAN
Media/Advertising Agency, City: DENTSU, Tokyo
Country: JAPAN
2nd Media/Advertising Agency, City: AOI ADVERTISING PROMOTION, Tokyo
Country: JAPAN
Credit Details:
| Name |
Position |
Company |
| Naoto Oiwa |
Creative Director |
Dentsu Inc. |
| Satoshi Nakajima |
Copywriter |
Dentsu Inc. |
| Kenji Kitagawa |
Copywriter |
Dentsu Inc. |
| Yujiro Kaizawa |
Art Director |
Dentsu Inc. |
| Koji Yamaguchi |
Producer |
Dentsu Inc. |
| Takuo Saito |
Producer |
Aoi Advertising Promotion Inc |
| Yuka Osumi |
Director |
|
| Takeshi Nakasu |
Cameraman |
|
| Yuzo Tawaraya |
Designer |
blanc Inc. |
| Yousuke Saito |
Designer |
blanc Inc. |
Innovative Media Strategy:
This is an advertising campaign carried out by the major Japanese publisher Shogakukan to promote the sales of "Comic Shogakukan Books," a service distributing comics, or "Manga", on mobile phones. Famous "Manga" characters such as "Doraemon" have been redesigned into advertising visuals with assemblage of two-dimensional bar codes containing URL data. Impressive communication has been achieved by providing direct access to "Comic Shogakukan Books" with reading of two-dimensional codes in ads posted in various media with mobile phones. Moreover, pop culture towns in Japan were made even more entertaining by visualizing two-dimensional bar codes in forms of "Manga" characters.
Creative Execution:
From the second half of November 2006, TV commercials and magazine ads were launched nationwide, and for about a week starting November 25, posters column wrapping ads, and outdoor video display billboards were posted simultaneously in Tokyo, Osaka and other major Japanese cities. Instant access to the Manga content was realized by making advertising visuals consisting of two-dimensional bar codes containing URL data function as entrances to the "Comic Shogakukan Books" contents.
Target Audience:
Our primary target is the young people who are heavy users of mobile phones. We have succeeded in attracting their strong interest by connecting Manga and mobile phones, both widely popular icons of Japan's subculture.
Effectiveness:
By developing a system that allows people to gain direct access to "Comics Shogakukan Books" contents from ad visuals made up of two-dimensional bar codes, volumes of access and sales have grown by 160% compared to the figures before the campaign was launched.
Type Of Entry: Product and Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: NOT HERE BUT NOW
Advertiser/Client: AMNESTY INTERNATIONAL
Product/Service: HUMAN RIGHTS ABUSE CAMPAIGN
Entrant Company, City: WALKER, Zurich
Country: SWITZERLAND
Media/Advertising Agency, City: WALKER, Zurich
Country: SWITZERLAND
Credit Details:
| Name |
Position |
Company |
| Pius Walker |
Creative Director |
walker |
| Pius Walker |
Copywriter |
walker |
| Federico Naef |
Photographer |
Federico Naef Photography |
| Marianne Friedli |
Art Director |
walker |
| Florian Frцhlich |
Designer |
walker |
| Carolina Gurtner |
Designer |
walker |
| Hans Beer |
Account Supervisor |
walker |
| Daniel Meienberger |
Head of Communication |
Amnesty International |
| Daniel Bolomey |
CEO |
Amnesty International |
| Renй Weber |
Designer |
walker |
Innovative Media Strategy:
The main mission of Amnesty International is to uncover, document and make public the abuse of human rights. This campaign shows how human rights are abused each and every day - within only a few hours flying distance of us. The aim of Amnesty is to make people aware of the human rights abuse issue and to get the public interested in Amnesty International's mission.
Creative Execution:
The poster campaign entitled "It's not happening here. But it is happening now" brings the worldwide abuse of human rights straight to Swiss doorsteps. Two worlds collide on 200 individual posters, every single one adapted to match its respective surrounding. The brutal scenes from Guantanamo for instance suddenly take place in the middle of Zurich.
Target Audience:
With a total of only 200 posters, the campaign is triggering a resounding national and international echo. After the start of the campaign there were extensive media reports both inside and outside Switzerland as well as intensive discussions on the campaign in over 400 weblogs.
Effectiveness:
The impact of the campaign lead to a twenty-fold increase in the number of visitors to the Amnesty International website.
Type Of Entry: Product and Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: 1 IN 8 WOMEN
Advertiser/Client: AVON COSMETICS ROMANIA
Product/Service: BREAST CANCER AWARENESS
Entrant Company, City: STARCOM MEDIA, Bucharest
Country: ROMANIA
Media/Advertising Agency, City: STARCOM MEDIA, Bucharest
Country: ROMANIA
Credit Details:
| Name |
Position |
Company |
| Corina Bernschutz |
Innovation Director |
Starcom Media |
| Alexandru Pomana |
Creative Planner |
Starcom Media |
| Andreea Catu |
PR Specialist |
Starcom Media |
| Mircea Gheorghe |
Internet Manager |
Starcom Media |
| Cristina Barla |
Account Manager |
Starcom Media |
Innovative Media Strategy:
One in eight women will get breast cancer. As a statistic on a page, it is one that women can too often ignore. We needed to make it real. We found that the softly, softly approach hadn't worked. Even Avon Romania hadn't been promoting breast cancer awareness successfully, with previous campaigns we failed to shake women's view that "It won't happen to me". We shook that view. Everywhere that women went, we bought up every eighth chair, turned it bright pink and forced women to see the danger and to consider the likelihood of them suffering from the disease.
Creative Execution:
We bought up one in eight seats at popular hairdressing salons, at cinemas, on the subway and on the trolley car. They were all branded with our blunt "1in8 women" message, which read: "Undetected in time, breast cancer can kill. Go to the doctor now." We reinforced the impact of the campaign with testimonials from women who have survived breast cancer, using women's magazines and television slots, and we also placed online commercials featuring local celebrities.
Target Audience:
Our aim was to reach women going about their daily lives, surprising them with an important message that they might otherwise choose to avoid. We also knew that our audience, once engaged, could be persuaded to support breast cancer awareness campaigns, and to take the message to their friends. Some 10,000 clicked through cybermercial to register their support.
Effectiveness:
Women were clearly uncomfortable and self-conscious sitting in the 1in8 seats, and they were often left empty - showing how this vital message was finally getting under women's skin. Campaign awareness (including of the need for regular medical check-ups) rose to 87% from 57% after previous campaigns.
Type Of Entry: Use of Media
Category: Best Use of Cinema
Title: CINEMA CURTAIN
Advertiser/Client: BEIERSDORF
Product/Service: Q10 ANTI-DRUG PRODUCTS
Entrant Company: TBWAWIEN
Country: AUSTRIA
Media/Advertising Agency: TBWAWIEN
Country: AUSTRIA
Credit Details:
| Name |
Position |
Company |
| Elli Hummer/Gerd Turetschek/Robert Wohlgemuth/Michael Kцditz |
Creative Director |
TBWA |
| Renйe Del Missier |
Photographer |
|
| Niki Link/Maik Wollrab |
Concept |
TBWA |
| |
Sound Arrangement |
Holly Tonstudio |
| Barbara Lung/Barbara Walenta |
Account Supervisor |
TBWA |
| Tanja Trombitas |
Copy/Concept |
TBWA |
| Sabina Karasegh |
Art Director/Conept |
TBWA |
| |
Film Production |
Film Factory |
| |
Post Production |
LISTO Videofilm GmbH |
Innovative Media Strategy:
Movie theatres targeting a mature audience were chosen. To achieve an impact as high as possible neither the commercial nor time and place of the airing was conventional. The commercial already started when people took their seats.
Creative Execution:
For several minutes the portrait of a woman was projected onto the curtain. The draw of the curtain emphasized the product benefit.
Target Audience:
Urbane women from 40 upwards, who want to fight wrinkles.
Effectiveness:
The commercial raised high interest. After the show 85% of the interviewees spontaneously named NIVEA VISAGE Q10Plus when asked about the commercials shown before the movie. Approximately 15% of the female viewers ordered free samples via the internet.
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: BRACELETS
Advertiser/Client: MЙDECINS SANS FRONTIИRES / ARTSEN ZONDER GRENZEN
Product/Service: MALNUTRITION CAMPAIGN
Entrant Company, City: DUVAL GUILLAUME , Brussels
Country: BELGIUM
Media/Advertising Agency, City: DUVAL GUILLAUME , Brussels
Country: BELGIUM
Credit Details:
| Name |
Position |
Company |
| Katrien Bottez |
Creative Director |
Duval Guillaume |
| Peter Ampe |
Creative Director |
Duval Guillaume |
| Xavier Bouillon |
Creative Director |
Duval Guillaume |
| Tiny Nys |
Copywriter |
Duval Guillaume |
| Alexander Cha'ban |
Art Director |
Duval Guillaume |
| Marc Paeps |
Photographer |
|
| Tom Theys |
Strategic Planner |
Duval Guillaume |
| Olivier Henet |
Account |
Duval Guillaume |
| Inez de Pooter |
Account |
Duval Guillaume |
| Willy Hebbrecht |
Print Producer |
Duval Guillaume |
Innovative Media Strategy:
Mйdecins Sans Frontiиres (MSF) is an international humanitarian aid organisation that provides emergency medial assistance to populations in danger in more than 70 countries. Famine has almost become a forgotten issue. MSF wanted to increase awareness of the fact that each day 17,000 children are dying from the effects of malnutrition. The campaign was based around the idea of the MUAC* bracelets that are used by doctors in the field in order to measure the degree of malnutrition. It is a very easy and rapid predictor of the risk of death. It's a system so simple it's shocking.
Creative Execution:
For the campaign, one million MUAC bracelets were spread at strategic spots in the major cities of Belgium. On each of the bracelets it read "this is the width of the upper arm of severely malnourished children, they urgently need medical help. Please donate now: 000-0000060-60". The campaign was supported by double postering: Posters of children attached to various narrow street objects with a cutout where the arm of the child goes saying: "This is the size of the upper arm of a malnourished child. They urgently need medical help. Please donate now: 000-0000060-60". 2-metre-square posters in bus shelters were created saying "One million bracelets are spread in Belgium. Take one and save one child."
Target Audience:
We wanted to reach every person who would be sensitive to the subject when reminded of it during the course of their everyday life. Bracelets were attached to objects as wide as a malnourished child's upper arm: the leg of a chair, fencing, bicycle stands, children's prams, etc. This action was supported by double postering: Posters of children attached to various narrow street objects with a cutout of where the arm of the child goes. More traditional 2-metre-square posters in bus shelters urge passersby to find and remove one of the bracelets. As part of this, people would even wear the bracelets to show their support.
Effectiveness:
There were two objectives for this campaign: MSF wanted to sensitize people to the issue of malnutrition because it has almost become a forgotten illness. MSF wanted to recruit new donors and ask new donations of existing supporters. Performance: Thanks to the campaign, MSF has received nearly Ђ1 million in donations. Ђ325,000 are attributed to the above communication and Ђ647,428 thanks to a mailing.
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: FIRST IMPRESSION
Advertiser/Client: MERCEDES-BENZ STUTTGART
Product/Service: MERCEDES-BENZ
Entrant Company: BBDO STUTTGART
Country: GERMANY
Media/Advertising Agency: BBDO STUTTGART
Country: GERMANY
Credit Details:
| Name |
Position |
Company |
| Armin Jochum/Carsten Bolk |
Creative Director |
BBDO Stuttgart/BBDO Duesseldorf |
| Stefan Nagel/Sven Kaifel/Joerg Sachtleben |
Art Director |
BBDO Stuttgart/BBDO Duesseldorf |
| Sabrina Pietsch/Ursula Staiger/Olaf Wolniewicz |
Art Director |
|
| Sascha Dudic/Mesut Geyik/Silke Hartmann |
Copywriter |
BBDO Stuttgart/BBDO Duesseldorf |
| Patrick Schenck/Wim F. Moellmann |
Copywriter |
|
| Steffen K. Schulik/Andreas Rauscher |
Account Executive |
BBDO Stuttgart |
| Judith Guettler/Nils Metternich/Barbara Sosna |
Account Executive |
|
| Wolfgang Schif |
Producer |
Cicero Werkstudio |
Innovative Media Strategy:
To make drivers of other car brands eager to visit the Stuttgart Mercedes-Benz dealership to take a test drive, we gave them a preview of what it would feel like.
Creative Execution:
Mercedes stars were stuck onto the bonnets of other makes of car. An attached card invited the drivers to follow up on their experience of driving around with a Mercedes star on their bonnet by taking a test drive in a real Mercedes-Benz.
Target Audience:
Through the promotion, we reached beyond the target audience of drivers of other makes of car - many existing Mercedes-Benz drivers who had noticed our promotion on the streets also called up the Stuttgart dealership to congratulate it on the unusual campaign.
Effectiveness:
Most visitors to the showroom during the "test drive weeks" were drivers of other makes of car. Test drive requests rose by 30% during the campaign period.
Type Of Entry: Use of Media
Category: Best Use of Special Events and Stunts
Title: SCREAM
Advertiser/Client: CORUS ENTERTAINMENT
Product/Service: SCREAM TV TELEVISION CHANNEL
Entrant Company, City: ZIG, Toronto
Country: CANADA
Media/Advertising Agency, City: ZIG, Toronto
Country: CANADA
Credit Details:
| Name |
Position |
Company |
| Stephen Leps/Aaron Starkman |
Creative Directors |
zig |
| Stephen Leps |
Art Director |
zig |
| Aaron Starkman |
Copywriter |
zig |
| Sheri Hachey/Lynn Sivec/Carlie Naftolin |
Account Supervisors |
zig |
| Graydon Sheppard |
Director |
UNTITLED |
| James Davis/Tom Evelyn |
Producers |
UNTITLED |
| Johnny Cliff |
Director of Photography |
UNTITLED |
| John Evans |
Editor |
Panic and Bob Editing |
| Ted Rosnick/Vlad Nickolic |
Sound Design |
Rosnick MacKinnon Webster |
| Justin Poy |
Special Effects |
The Justin Poy Agency |
Innovative Media Strategy:
The perception in Canada is that Scream TV only offers slasher movies like Friday the 13th and Nightmare on Elm Street. The reality is Scream offers more intellectual mainstream movies like The 6th sense. We wanted people to know that these types of movies are on, and often. In order to get people to remember the message, we developed an approach that would give them a real-life thrill. Instead of buying billboard space, we rented a house in a high pedestrian-traffic area. Then we proceeded to direct thousands more to this house through viral videos, blogging and invading chat rooms as well as sending emails.
Creative Execution:
For three weeks in September, people in Toronto witnessed something they had never seen before. In an old Victorian house window, they saw a ghost of a little girl. She would skip from window to window, braid her hair, run, look down, and perform a total of forty different actions. We used a holographic projector to illuminate her and within days, it was standing room only outside the house. Everyone wanted to catch a glimpse her.
Target Audience:
It started out with ghost in a house, within days it seemed as though everyone in Toronto had heard about it. People got emails from desperate ghost hunters-or so they thought, chat rooms were hijacked with a link to a video of the ghost, and then discussions arose about her. We took part in these discussions. We revealed it was for Scream Tv, live at the location, in a television spot, and online.
Effectiveness:
It cost just $5,000 CDN to rent the house. What ensued was over 2.1 million hits on the internet, thousands of people showing up to the house, major national media coverage(i.e. The National Post), and an immediate subscription increase of 29%.
Type Of Entry: Use of Media
Category: Best Use of Internet/New Media
Title: BLOODY LEGENDS
Advertiser/Client: LAND TRANSPORT NEW ZEALAND
Product/Service: ANTI DRINK DRIVING CAMPAIGN
Entrant Company, City: CLEMENGER BBDO, Wellington
Country: NEW ZEALAND
Media/Advertising Agency, City: CLEMENGER BBDO, Wellington
Country: NEW ZEALAND
Credit Details:
| Name |
Position |
Company |
| Lisa Scott |
Interactive Producer |
Clemenger BBDO |
| Annabelle Gazley |
Media Planner |
Clemenger BBDO |
| Nigel Keats |
Creative Director - Media |
Clemenger BBDO |
| Linda Major |
Group Account Director |
Clemenger BBDO |
| Micheal Gregg |
Director - Interactive |
Clemenger BBDO |
| Paul Graham |
Principal Scientist- Road Safety Campaigns |
Ministry Of Transport |
| Rachel Prince |
Advertising Manager |
Land Transport New Zealand |
| Jamie Standen |
Writer |
Clemenger BBDO |
| Paul Nagy |
Writer |
Clemenger BBDO |
| Mark Harricks |
Art Director |
Clemenger BBDO |
| Mark Forgan |
Art Director |
Clemenger BBDO |
| Mark Harricks |
Creative Director |
Clemenger BBDO |
| Philip Andrew |
Executive Creative Director |
Clemenger BBDO |
Innovative Media Strategy:
Our challenge was to help someone stop a friend from drink driving. Some people are getting the message about the dangers of drink driving, we want to use these people to stop someone else. They know their friend has drunk too much and is planning to drive, so they are in a powerful position to stop them. However, in our culture, it isn't socially acceptable for them to confront their friend directly. We therefore helped them do it indirectly in a non-threatening, funny, but serious way. We also thanked them for helping.
Creative Execution:
We created a mobile phone service whereby someone could send a recorded message to their friend's cellphone to warn them of the dangers of drinking and driving. There were a choice of funny messages, so the most appropriate could be chosen. They reached the right person at the right time - when they were drinking and considering driving. Importantly they were also anonymous.
Target Audience:
The target audience is young, blue-collar males in rural areas. The most effective time to reach them is when they are drinking, either at bars or parties. There are not a lot of media options available to intercept them in these places. They do have their cellphones though. The concept was promoted through posters in toilets and coasters in bars.
Effectiveness:
In the initial campaign,12,541 messages were sent from just a small test area. Each message potentially avoided a serious crash. There was excellent feedback and extensive free media coverage of the idea. The campaign contributed to a 45-year record low road toll and is to be repeated and extended.
Type Of Entry: Use of Mixed Media
Category: Use of Mixed Media
Title: SEARCH FOR LARA
Advertiser/Client: ATARI
Product/Service: TOMB RAIDER COMPUTER GAME
Entrant Company, City: IKON COMMUNICATIONS, Sydney
Country: AUSTRALIA
Media/Advertising Agency, City: IKON COMMUNICATIONS, Sydney
Country: AUSTRALIA
Credit Details:
| Name |
Position |
Company |
| Brett Dawson |
Consumer Connections Planner |
Ikon Communications |
| Grant LeQuesne |
Communications Strategist |
Ikon Communications |
Innovative Media Strategy:
The Tomb Raider brand had lost relevance with young Australian men. The media agency was challenged to launch the 7th iteration of the game into tough market conditions and get male gamers to re-engage. Simply announcing the launch of the new game through traditional advertising would not be enough. The media agency identified that Australian males are obsessed with sexy, athletic women who are willing to have a go at anything. Lara Croft was once this woman. But her star had faded. Reviving interest in Lara would ultimately revive interest in Tomb Raider. Strategy : Re-launch Lara NOT the game.
Creative Execution:
"The Lara Croft Challenge" was launched to find the Australian girl possessing Lara's brains, brawn and beauty. The entire budget was invested into content around this idea. Independent media partners were brought together to create this content and promote it as their own. All content linked The Challenge to the key features of the Tomb Raider game. Challenge content was created to integrate across magazines, online, television, DVD and promoted through eDM, Point-of-Sale and publicity.
Target Audience:
The media agency's content-driven approach overcame young males' growing aversion to advertising and achieved emotional engagement. Magazine editorial delivered involvement and intimacy. The DVD and TV program delivered emotion and excitement. Online features and email delivered the interaction and announcements at critical stages. Credibility was achieved through partnering with brands such as FHM, ZOO and FOX8 that imbued The Challenge with sexiness and adventure.
Effectiveness:
TRLegend became the top selling title for 6 consecutive weeks and exceeded sales objectives by 17%. A $350,000 investment into content delivered in-program and editorial exposure valued at over $2 million. FHM sales increased by 20%/FOX8 doubled its audience. The 'Search for Lara' concept is being considered around the world.
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