Going from good to great  (2012)

Effectiveness Company of the Year sponsored by Thinkbox Gold award winner

Campaign: Going from good to great
Brand: Walkers
Client: PepsiCo UK
Entrant: Abbott Mead Vickers BBDO
Principal Author: Adam Glasner - Abbott Mead Vickers BBDO
Contributing Authors: Bridget Angear - Abbott Mead Vickers BBDO, Sarah Sternberg - Abbott Mead Vickers BBDO, Tim Warner - PepsiCo UK, Mike Cross - Ninah Consulting, Ruth Taylor - Millward Brown, Kate Osborne - OMD, Tom White - Abbott Mead Vickers BBDO, Serge Vaezi - Freud
Credited Companies: PepsiCo Walkers - Client, Ninah - Marketing Services, Millward Brown - Research Agency, OMD UK - Media Agency, Freud - PR Agency


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While the years preceding 2008 had provided strong return on marketing investment for Walkers, produced from well loved, famous advertising, Walkers were dissatisfied with just being good; they wanted to be great. A model for communications was developed that sought to achieve high levels of consumer engagement, that would spark greater buzz and excitement around the brand and that in turn would lead to improved marketing return on investment. Through the six campaigns that followed this model’s development, the return on investment for Walkers communication increased by 62% in four years.

Judge's Comments:

This paper demonstrates how Walkers achieved remarkable revitalisation through fantastic creative engagement and took the brand to a whole new plane. The campaign used brave and innovative channel choices that can provide new learning around social media measurement.