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This year the Awards were open to campaigns from global agencies, media owners, and clients, with a total annual marketing communications budget of up to £2.5 million.
The shortlisted entries are:
Aquafresh Kids, by MediaCom and Kids Industries
Depaul UK, by Publicis
East Midlands Trains, by LIDA
Fiat, by AKQA
first direct, by Mindshare
Jungle Formula, by VCCP
Lynx, by Tullo Marshall Warren
Marie Curie Cancer Care, by DLKW Lowe
McCain Wedges, by PHD Media
Organ Donor Register, by Abbott Mead Vickers BBDO
Ovaltine, by WCRS&Co/Engine
Pepsico Walkers, by Abbott Mead Vickers BBDO
Program of Humanitarian Attention to the Demobilised, by Lowe-SSP3
Promote Iceland, by The Brooklyn Brothers
The Economist, by Abbott Mead Vickers BBDO
The details of the shortlisted entries are:
• There were 14 entries from the UK and one entry from Columbia shortlisted.
• There were 14 single company entries and 1 joint company entry shortlisted.
• 4 shortlisted entries used econometric modeling.
• A return on marketing investment has been proven across brands that deal with such diverse areas as toothpaste, crisps, drinks, trains, cars, banks, as well as cancer care, organ donation, homelessness and terrorism.
Says Lord Black of Brentwood, Executive Director, Telegraph Media Group and Chairman of Judges for the 2011 IPA Effectiveness Awards: “I am very impressed with the high standard of papers shortlisted in this year’s competition, which continue to prove their return on marketing investment. The shortlisted entries all demonstrate the value and effectiveness of advertising by producing outstanding results, on limited budgets, in terms of profit growth.”
Says Charlie Snow, Director of Strategy, DLKW Lowe and Convenor of Judges: “These cases provide a true reflection of today’s communications world, a world of increased channel opportunities yet continually pressurised budgets. They offer a range of inventive communications solutions that are all proven to work. As ever, there is much to learn and take away.”
The 2011 IPA Effectiveness Awards are sponsored by Thinkbox (overall sponsor), Warc; official publishers of the effectiveness case histories, Clear Channel and Facebook and supported by industry magazine Campaign.
Says Tess Alps, CEO, Thinkbox: “It’s hard to imagine a more important awards scheme than the IPA Effectiveness Awards. Not only do they celebrate inspiring campaigns that work, they also prove advertising’s contribution to creating, maintaining and growing the bottom line. Thinkbox is very proud to be its sponsor.”
The winners will be awarded at a black-tie gala ceremony at The Sheraton Park Lane Hotel on Tuesday 1st November. For more information and to buy tickets to attend the Awards, please click here.
For further information about the entries and to see the creative work, please visit: www.ipaeffectivenessawards.co.uk
100 word summaries:
Aquafresh Kids, by MediaCom and Kids Industries – ‘Helping mum win the bedtime battle’
Aquafresh Kids sales have increased by 144% in the past four years. This success came through understanding that for mums, getting their kids to brush their teeth and go to bed is a nightmare. Communications aimed to help mum win the bedtime battle. So the Nurdles, three lovable characters, were created who helped make brushing fun. Through songs, books, virtual worlds and instore events, Aquafresh permeated kids’ culture. The campaign has driven incremental sales of £3.5m with a payback of £1.41, and is now the blueprint for Aquafresh Kids worldwide.
Depaul UK, by Publicis – ‘iHobo’
For a number of years Depaul UK has attempted to recruit younger donors to counteract its shrinking donor base. Previous press and radio campaigns yielded only modest results. In 2010 Depaul UK developed an iPhone application that could help it reach out to a younger audience. iHobo required users to take care of a virtual homeless person for three days. Despite no paid media coverage the app was downloaded 600,000 times, delivering 95 times more new donors than previous campaigns. It has added 1,021 young people to the Depaul UK database who have a potential combined lifetime donation value of as much as £1.5m.
East Midlands Trains, by LIDA - ‘How an email CRM programme helped boost the profitability of off-peak services’
The impact of recession posed a huge threat to East Midlands Trains. Their choice and use of the email channel, and their creative approach were all designed to minimise cost, minimise waste and maximise effect. Their campaign overcame the barriers to off-peak ticket purchase; increased revenue by 9% amongst customers contacted compared to those who were not; and reduced the off-peak cost/passenger helping to boost the profitability of off-peak services.
Fiat, by AKQA – ‘Fiat Portal’
Fiat identified the role of digital as a catalyst to conversion, turning loosely interested people into highly engaged and qualified leads. It did so by breaking with the age-old linear purchase funnel model and applying behavioural economics to nudge users to sale via a set of online tools. Fiat thereby achieved an incremental increase of qualified leads which represents a payback of £5 for every £1 spent.
first direct, by Mindshare – ‘first direct live’
By 2009, first direct faced a long-term decline in brand awareness and consideration, and their position as most recommended bank was under threat. The solution was to make prospective customers understand its services in a truthful and transparent way. first direct became the first brand to find out what its customers were saying online and broadcast it live and unedited through advertising. The campaign’s success has driven a 100% uplift in consideration, 55% uplift in share of new current accounts as well as a profit ROMI of £1.54.
Jungle Formula, by VCCP – ‘From repellent to compelling or how Jungle Formula took the sting out of summer’
Jungle Formula operated in a category with no major investment in communication for two decades, relying instead on the summer season to drive growth year-on-year. However, the credit crunch of 2009 affected the brand, with the first fall in foreign holidays since the 70s meaning the category declined. To address this, a TV campaign in the summer of 2010 was aimed at broadening the appeal of the brand and building fame in time for the holiday season. Within six months perceptions of the Jungle Formula were changed. Most importantly, despite the lack of historical data, they demonstrated a short-term ROMI of just over 1:1.03, securing funding for new marketing investment for the following year.
Lynx, by Tullo Marshall Warren – ‘Using social media to drive brand loyalty – a Lynx Facebook campaign’
It wasn’t driving new penetration into the brand and the market that Lynx struggled with, so much as converting this penetration into long-term loyalty. They decided to let go of their ownership of consumer data, and use Facebook and social media as a platform to engage with audiences on their terms in order to significantly influence spending habits. To keep the buzz and conversation going between campaigns Lynx developed an ‘always on’ approach, delivering a constant stream of content into Facebook so that the brand could maintain engagement levels. In total Lynx have demonstrated that the Facebook page drove £750,000 of additional revenue.
Marie Curie Cancer Care, by DLKW Lowe – ‘How £150k generated x for Marie Curie Cancer Care’
Faced with enormous pressures on charitable giving, Marie Curie redeployed a small part of its 2010 advertising budget to ask people to collect money for their Great Daffodil Appeal, rather than simply give money. Celebrity supporters produced two radio executions and online content, asking the public to sign up an hour of their time to collect, recruiting an extra 5,219 collectors. These collectors generated an additional income of £634,583, delivering a payback of £2.45 for every £1 spent. This equates to an extra 8,808 nursing hours for the terminally ill, thus enabling 228 patients to spend their final days at home.
McCain Wedges, by PHD Media – ‘Driving a Wedge between chips, chips and more chips’
McCain Wedges lacked a distinctive identity beyond the occasional alternative to chips. McCain therefore needed to grow the Wedges brand but in a way that didn’t cannibalise chip sales. Research unveiled a correlation between Wedges purchase and items bought for barbeques. Taking into account Britain’s unpredictable weather, McCain created ‘sunshine-activated’ executions that were only initiated when the weather forecast looked good. To extend activity beyond the summer months, they also sponsored several movie channels. The thermally activated media and film activity delivered a ROMI of £2.85 and £4.37 respectively. Penetration of Wedges now stands at one in five of all UK households, with frequency at an all time high.
Organ Donor Register, by Abbott Mead Vickers BBDO – ‘When it’s better to receive than to give’
The task was to launch the first ever UK campaign to increase the number of registrations on the Organ Donor Register (ODR) from 16m to 25m in three years, specifically generating 37,600 registrations in the first five weeks. Insight reframed the problem: organ donation was not about altruistic giving, but about reciprocation, people will give because they want to receive. The campaign put people in the mindset of the recipient, and in doing so was able to generate sufficient empathy as well as self-interest to encourage them to register. The results were impressive. The campaign exceeded the previous year’s registrations by 400%; is likely to have helped save five lives, which at a financial cost of a life saved in a society of nearly £1m, gave a ROMI of 4:1.
Ovaltine, by WCRS&Co/Engine – ‘Small slice, big pie: How moving from a milky sleep aide to a daytime break drink paid dividends for Ovaltine’
This paper shows how Ovaltine moved from being second (of two) in the malted sleep aide market to gain over 1% of the £1.65bn daytime hot drink market. Faced with a category in steep decline, Ovaltine needed to recruit younger drinkers and enter a new market space. Using a six-month sponsorship of ITV3 daytime and various creative solutions, Ovaltine established itself in a different occasion and grew rapidly as a consequence. It has been estimated the campaign will generate up to £1.12m in additional gross profit in the long term, resulting in a ROMI of 5:1.
Pepsico Walkers, by Abbott Mead Vickers BBDO –‘Any sandwich is more exciting with Walkers’
In 2009 Walkers was losing share in the single pack segment of the crisps market. They identified an opportunity to turn this around by prompting the consumption of Walkers with sandwiches at lunch. Communications sought to convince consumers, journalists and trade retailers that any sandwich is more exciting with Walkers, even the town of Sandwich in Kent. A series of surprise events over three days turned the sleepy town into the most exciting place in Britain. The campaign resulted in the desired turnaround in share for the Walkers brand, a change in quality of in-store display, and a 220% long-term profit return on the marketing investment.
Program of Humanitarian Attention to the Demobilised, by Lowe-SSP3 –‘FARC Operation Christmas Campaign’
This paper demonstrates how Colombia successfully demobilised members of the oldest guerrilla group in the world, Fuerzas Armadas Revolucionarias de Colombia (FARC), which commits a terrorist act on average once every three days. Insight revealed that Christmas is the most sensitive period for this group. Consequently ‘Operation Christmas’ was created; two anti-guerrilla contingents and two Black Hawk helicopters travelled into the jungle to cover trees with 2,000 LED lights, alongside banners exhorting the guerrillas to lay down their arms. The message successfully encouraged 331 FARC members to demobilise and re-enter society. The year-on-year reduction in guerrilla numbers is estimated to return over £2.3m to Colombian government through tax receipts, a £11.35 ROMI, and the benefits to Colombian society and economy through a reduction in FARC’s illegal ‘fund raising’ is estimated to be £1m in the first year.
Promote Iceland, by The Brooklyn Brothers – ‘Inspired by Iceland’
When the Eyjafjallajökulll volcano erupted in April 2010 tourism to Iceland plummeted; negative stories spread online and the country was left with a projected £180m shortfall in revenue. ‘Inspired by Iceland’ was the campaign created to harness the power of people as media. Icelanders were encouraged to share their inspiring stories through social tools, including Facebook, Twitter and Vimeo, in order to persuade tourists back to Iceland. This activity changed both attitudes and behaviours in key global markets, bringing an extra £165m to the Icelandic economy with a ROMI of 61:1.
The Economist, by Abbott Mead Vickers BBDO – ‘The Economist’
As growth slowed for the 167 year old Economist, they needed to recruit new readers. For many years The Economist had built a reputation as the publication of choice for finance professionals, yet this was a narrow representation of its range and style. An engaging and ‘interactive’ outdoor campaign sought to convince people to consider the newspaper in a different light, and not as a publication filled with dry content and solely focused on finance. Tube commuters were given a ‘mini experience’ of reading an Economist article, where the ‘Where do you stand?’ thought was brought to life whilst they absorbed the poster. This campaign more than paid for itself from incremental subscriptions alone, with a conservative ROI of £1.96.
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