Lida leads UK at Caples awards

Lida has emerged from this week’s US Caples awards as the only winning UK agency, scooping four gongs on an otherwise disappointing night for British shops.
The relaunched Caples – which have moved to November from their traditional March slot – were founded in 1978 by Andi Emerson to honour well-recognised copywriter John Caples.
With international chairs in 50 countries, the Caples are designed to reward the most innovative creative solutions to tough marketing problems.
Lida landed two bronzes and a silver for the Land Rover “Hibernot” campaign, which encouraged customers to embrace the British winter and enjoy it in all its glory on a series of trail drives across the country.
Through the #Hibernot trails (suggested by the agency, local dealerships and customers themselves) Lida showcased the all-weather capabilities of the vehicles, urging new owners and old to fall more in love with the brand and what it called its “go-anywhere, do-anything spirit”.
Lida also scooped a silver, for a Virgin Holidays’ Valentine’s Day email campaign. The initiative, featuring what was claimed to be the first sensory email to wolf whistle when opened, was part of the brand’s wider “Unleash your Mojo” campaign.
At the time of launch, Virgin Holidays CRM marketing manager Zoe Goulding said the email was “cheeky, irreverent and great fun. And Valentine’s Day is the perfect time to unleash it”.
Lida’s triumphs were the only UK highlights from this year’s awards, with the British haul way down on recent years; last year UK agencies landed 17 gongs, including two golds, and former EHS Brann and O&M creative chief Patrick Collister was handed the Andi Emerson Award. In 2012, domestic agencies picked up eight awards and 14 in 2011.

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