Focus on Cars
This case study explains how Audi went from being the understated alternative to Mercedes and BMW, to the fastest growing prestige car brand of the last eight years. In 1999, against ambitious growth targets, the communications strategy was overhauled to position Audi as the leader in the prestige sector. ‘Vorsprung durch Technik’ – the relentless desire to challenge and evolve – became the focus of the campaign which generated an incremental 50,000 car sales and payback of £7.50 for every £1 spent.
Focus on Supermarkets
During the period of 1990 to 1999 Tesco's turnover increased from £8 bn to £17.4 bn and its market share rose from 9.1% to 15.4%. It became the market leader in 1995, overtaking Sainsbury's. The objective was to tackle Tesco's unappealing image. The first TV campaign featuring Dudley Moore, raised awareness. The 'Every Little Helps' executions improved the image and attracted non-Tesco shoppers. The 'Dotty' (Prunella Scales) campaign consolidated Tesco's leadership. The campaign focused on quality, value for money, Clubcard etc. Campaign had a good effect on staff morale and directly effected the company share price.
Focus on Tobacco Control
One of the most effective public health campaigns ever to have run. Andy Nairn, Executive Planning Director of MCBD; Kate Waters, Planning Partner of Partners Andrew Aldridge; and Pete Kemp, Head of Media Activation at M4C offer an update on how through a new communications model they helped accelerate quitting success rates by 57%, which in turn increased the payback by 54% and decreased the cost-per-quit nearly a third. This brand film tells the story.
Focus on PG Tips
Consistent advertising has kept the brand dominant through 35 years. Success was due to consistency in terms of creative style (Chimps) and media presence. Advertising also had to continually renew – to ensure relevance in a changing society. PG Tips tea was resilient against competitive launches (Tetley, 1963) and own-label. Advertising focused on the simple proposition about taste. This enabled PG Tips to maintain a price premium. This film features contributions from Paul Feldwick, Consultant; Nigel Jones, UK Group Chairman and Chief Executive, Publicis; Les Binet, European Director, DDB Matrix; and Dylan Williams, Head of Strategy, Mother, amongst others.
Focus on Orange
The FTSE’s Bright the FTSE’s Orange… watch Wight, Green, Golding and Nairn tell the multinational success story of Orange that began 17 years ago, changing the rules of advertising, and demonstrating its direct effect on shareholder value. The aim of the 'Just Talk' campaign was to raise Orange's share of the pre-pay mobile phone market from 11.2% to 19.5% (over 70%) in the last quarter of 1999. The advertising used a unique proposition in the TV, press, radio and bus sides campaign - 'no hidden charges, no voucher expiry date'. This resulted in Orange moving from 4th to first place in the market, beating all competition. ROI works out at a lifetime value of £1.95 billion. The increase in purchase consideration is equivalent to £394 million return, on adspend of £9.6 million.
Winning Clients' speaking of the IPA Effectiveness Awards
Need some great reasons why your clients should enter the Effectiveness Awards? Jon Goldstone, Premier Foods, Sally Cowdry, O2, and Nigel Gilbert, formerly Lloyds Banking Group, discuss why they feel the Awards are a fantastic feat for their brands.