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IPA Effectiveness Awards 2008. British effective creative
In London in the 29 th time awarded IPA Effectiveness Awards, the award for effective advertising of the IPA (Institute of Practitioners of Advertising). Grand Prix received agency Bartle Bogle Hegarty advertising campaign of Keep Walking for Johnnie Walker.IPA Effectiveness Awards - one of the best competitions in the field of advertising effectiveness with very strict criteria for selecting the winners. In the two-panel court judges are not separate videos, prints or small campaign and solid cases are often the results of many years of work.
According to organizers, IPA Effectiveness Awards - is not only a way to encourage agencies and direct proof of the fact that communication can be a highly profitable investment, the establishment of high standards of evaluation and analysis of the campaign, as well as training for all market participants a successful business strategy.
A distinctive feature of the festival - the alternation of competitions over the years. In the reporting year the jury received absolutely all cases of campaigns from any agencies, clients and media owners. And on the odd-numbered years IPA evaluates only the British campaign, the budget does not exceed 2, 5 million pounds a year, allowing to express themselves and the national low-budget solutions.
Judged sent two cases of the jury board, consisting of representatives of the industry and the client side. First choose a short-list, checking each application for objectivity and transparency of data, and the second - distribute gold, silver and bronze medals, as well as the Grand Prix and special prizes between jobs, are in "short».
Spets.prizy awarded in the categories Best New Learning (the so-called Charles Channon Award), Best Integration, Best Media, Best Small Budget (up to one million pounds), Best International Single Market, Best International Multi-Market, Best Dedication to Effectiveness ( Award Simon Broadbent) and Effectiveness Company of the Year.
Advertisers jury this year was headed by Neil Dawson, founder of the agency Hurrell Moseley Dawson and Grimmer, and the jury customers - Sir John Sunderland, former chairman of Cadbury.
In total 50 applications were submitted by 44 companies: agencies, media owners and clients. The vast majority of applications, of course, British. In addition cases were obtained from Brazil, China, Vietnam, South Africa, USA and Ireland.
The primacy of the communication channel in these applications - TV, it was used in 46 cases out of 50. In second place the press - 42, on the third - the Internet with a presence in 33 applications. Outdoor advertising and PR-actions in these case studies were used 29 times. A relatively new mobile marketing strengthens position - 6 applications.
Exactly half of the cases were used from 6 to 13 communication channels.
The short list included 23 applications from 20 companies, 18 of which are in the UK. The two "foreign" companies - from China and Vietnam.
Hence they also were the winners of the IPA Effectiveness Awards 2008 at varying degrees: 5 gold medals, 10 silver and 8 bronze.
The Grand Prix was awarded to the campaign «Keep Walking» whiskey Jonnie Walker, developed by agency Bartle Bogle Hegarty and continuing successfully for 8 years for the "establishment of communication between the brand and the desire to progress».
Sir John Sunderland, IPA judge chairman: «Duration and global effects of this campaign amazingly worked. It was definitely impressive to see his lifetime and Crown brand icon used as a basis for renewing and universal campaign. It is a powerful message to all markets ».
The campaign started on 120 markets worldwide. Within its framework it was created 50 television spots, 150 prints and a variety of other communications media, which led to an increase in sales over the years by 48%, nearly half a billion pounds.
In addition to the Grand Prix, "Walking Man" got the gold and the award for «Best International Multi-Market».
The agency Bartle Bogle Hegarty received the prize in a special nomination «Effectiveness Company of the Year». At this festival, they noted not only a victory with Johnnie Walker, and gold for a campaign for KFC, silver for Audi and bronze for the campaign for Cadbury's Biscuits.
GRAND PRIX
Johnnie Walker + Gold award winner, Best International Multi-Market
From whisky producer to global icon: The story of 'Keep Walking'
Diageo
Bartle Bogle Hegarty
Gold award winners
Acquisition Crime + Best New Learning (The Charles Channon Award), Best Media, Best Dedication to Effectiveness (The Simon Broadbent Award)
Cutting the cost of crime
The Home Office
RKCR / Y & R, The Home Office
Theft costs the citizens of the UK approximately 9.5 million pounds per year. Many of these crimes can be quite easily prevented if people take simple preventive measures. The task was to find a simple idea of the campaign, which could warn the audience about the risks and measures to demonstrate that you can take. It was decided to dramatize how thieves see their victims as stupid and careless.
Using just ridiculous idea on television, radio and print advertising, the agency and the client reduced the cost of crime to 189 million pounds. Return on investment was 14 pounds spent in each.
Dave
Now everyone has a mate called Dave
UKTV
Red Bee Media, UKTV
Change the name of the TV channel uktvG2 at Dave and updating its content under the slogan "Home of good-natured jokes" will allow the channel to stand out from the great mass of his ilk. Communications promoted not so much the individual programs as the channel itself as a whole: Dave found his own voice and personality. This was achieved by means of PR and use the huge outdoor advertisements in major UK cities. The audience of the channel is now the 8 million viewers, the return on the campaign - 300%.
KFC
«Finger lickin good results» How celebrating taste reversed the fortunes of KFC
KFC UK
Bartle Bogle Hegarty
In 2005, due to the activity of the company focused on healthy eating, KFC has lost some of its market share, sales declined. Therefore, the task of communication was to return back to the consumers. The solution was to represent KFC as a new, improved and more healthy fast food. However, despite this, it was decided to remind consumers about the taste of the KFC. As a result, fortune turned back to face the brand. This resulted in almost instantaneous increase in sales and growing market share. Sales rose to 328 million pounds for every pound invested KFC received 4.5.
Sainsbury's Supermarket + Best Integration
How an idea helped make Sainsbury's great again
Sainsbury's
Abbott Mead Vickers.BBDO
Department store chain Sainsbury's has received 2.5 billion pounds of additional income simply asking their customers' try today for something new. " Consumers have been "dormant", constantly buying the same script memorized by not paying attention to anything else in the store. A strategy «Try something new today» gave them simple ideas using multiple messages inside and outside the store and the "face" of department stores, the famous "Naked Chef" Jamie Oliver, known for its passion for innovation and the destruction of stereotypes. There was also a major operation with 150 000 employees of the network, which also had to inspire buyers.
Silver award winners
Audi
Firing up the Quattro. How Audi accelerated into the 21st Century
Audi UK
Bartle Bogle Hegarty
This is a story about how the Audi of not the best alternative to BMW or Mercedes has become the fastest growing car brand last 8 years. In 1999, a communication strategy has changed in the direction of positioning as a leader Audi luxury sector. The slogan «Vorsprung durch Technik» - relentless desire to challenge and involvement - became the center of the campaign. This made the flagship Audi models icon, highlighting the achievements of the concern in the design, performance and engineering. This caused sales growth of 50,000 cars and back in the form of 7.5 pounds for every invested.
Danone Activia
The value of letting the product shine
Danone UK
RKCR / Y & R
Brand Activia, owned by Danone, because literate communication with the customer in just 3.5 years in the UK has turned from a niche player with sales of 26 million pounds a year into a major brand with sales of 120 million pounds.
The core of communication steel-testimonialy television commercials in which consumers discuss their digestive problems and their resolution using Activia. Every pound invested in the campaign has returned three times.
De Beers Billion dollar ideas
De Beers
JWT
De Beers has conquered the US market communications, focused on the needs and emotions of their consumers. It was developed three strategies: to involve more women in the possession of jewelry with diamonds, increase the number of sales at higher prices, and to provide new buying opportunities. heart communication strategy is PR campaign with the idea of positioning as a social movement. Thanks to the "pressure on emotions," De Beers sales in the US rose to 18.8 million dollars, "nepredsvadebnye 'sales by 26%. Attachments returned to four times the amount.
Direct Payment
Giving it to you straight
DWP / COI
Miles Calcraft Briginshaw Duffy
Description of the campaign and the result of English and its materials
Dove
Dove's big ideal - From real curves to growth curves
Unilever
Ogilvy Advertising, MindShare Media UK
Description of the campaign and the result of English and its materials
Lucozade Sport
How we doubled sales by focusing on less
GSK
MediaCom, M & C Saatchi
Description of the campaign and the result of English and its materials
Public Awareness Campaign for Helmet Wearing + Best International Single Market
Winning Vietnam's helmet war
Asia Injury Prevention Foundation
Ogilvy & Mather Vietnam
Description of the campaign and the result of English and its materials
Radley + Best Small Budget
From bags to riches
Radley + Co
DDB London
Description of the campaign and the result of English and its materials
Virgin Atlantic How 15 years of communications helped break British Airways stranglehold
Virgin Atlantic Airways
RKCR / Y & R
Description of the campaign and the result of English and its materials
Waitrose David vs Goliath: The rematch
Waitrose
Miles Calcraft Briginshaw Duffy
Description of the campaign and the result of English and its materials
Bronze award winners
Cabwise
Creating a brand to help prevent rapes
Transport for London
WCRS, Mediaedge: cia, Incentivated
Description of the campaign and the result of English and its materials
Cadbury's Biscuits
Oh Happy Day: How advertising helped biscuits buyers discover a new name in chocolate digestives
Burton's Foods
Bartle Bogle Hegarty
Description of the campaign and the result of English and its materials
Learndirect
Careers Advice from Learndirect: The whole story about being incomplete
UFI
RKCR / Y & R
Description of the campaign and the result of English and its materials
Marmite
Please look after this brand: the launch of the Marmite Squeezy
Unilever
DDB London
Description of the campaign and the result of English and its materials
Morrisons
Fresh growth for Morrisons
WM Morrison Supermarkets
Delaney Lund Knox Warren & Partners
Description of the campaign and the result of English and its materials
Motorola
Marketing Motorola in China
Motorola (China) Electronics
Ogilvy & Mather Advertising Beijing
Description of the campaign and the result of English and its materials
Road Safety
The longer-term effects of seatbelt advertising
Department of Environment (NI) and the Road Safety Authority (ROI)
LyleBailie International
Description of the campaign and the result of English and its materials
Trident
Making a small budget go a long way
Metropolitan Police Service
Miles Calcraft Briginshaw Duffy, MediaCom
Description of the campaign and the result of English and its materials
via www.ipaeffectivenessawards.co.uk/2008-Winners/Making-a-small-budget-go-a-long-way
According to organizers, IPA Effectiveness Awards - is not only a way to encourage agencies and direct proof of the fact that communication can be a highly profitable investment, the establishment of high standards of evaluation and analysis of the campaign, as well as training for all market participants a successful business strategy.
A distinctive feature of the festival - the alternation of competitions over the years. In the reporting year the jury received absolutely all cases of campaigns from any agencies, clients and media owners. And on the odd-numbered years IPA evaluates only the British campaign, the budget does not exceed 2, 5 million pounds a year, allowing to express themselves and the national low-budget solutions.
Judged sent two cases of the jury board, consisting of representatives of the industry and the client side. First choose a short-list, checking each application for objectivity and transparency of data, and the second - distribute gold, silver and bronze medals, as well as the Grand Prix and special prizes between jobs, are in "short».
Spets.prizy awarded in the categories Best New Learning (the so-called Charles Channon Award), Best Integration, Best Media, Best Small Budget (up to one million pounds), Best International Single Market, Best International Multi-Market, Best Dedication to Effectiveness ( Award Simon Broadbent) and Effectiveness Company of the Year.
Advertisers jury this year was headed by Neil Dawson, founder of the agency Hurrell Moseley Dawson and Grimmer, and the jury customers - Sir John Sunderland, former chairman of Cadbury.
In total 50 applications were submitted by 44 companies: agencies, media owners and clients. The vast majority of applications, of course, British. In addition cases were obtained from Brazil, China, Vietnam, South Africa, USA and Ireland.
The primacy of the communication channel in these applications - TV, it was used in 46 cases out of 50. In second place the press - 42, on the third - the Internet with a presence in 33 applications. Outdoor advertising and PR-actions in these case studies were used 29 times. A relatively new mobile marketing strengthens position - 6 applications.
Exactly half of the cases were used from 6 to 13 communication channels.
The short list included 23 applications from 20 companies, 18 of which are in the UK. The two "foreign" companies - from China and Vietnam.
Hence they also were the winners of the IPA Effectiveness Awards 2008 at varying degrees: 5 gold medals, 10 silver and 8 bronze.
The Grand Prix was awarded to the campaign «Keep Walking» whiskey Jonnie Walker, developed by agency Bartle Bogle Hegarty and continuing successfully for 8 years for the "establishment of communication between the brand and the desire to progress».
Sir John Sunderland, IPA judge chairman: «Duration and global effects of this campaign amazingly worked. It was definitely impressive to see his lifetime and Crown brand icon used as a basis for renewing and universal campaign. It is a powerful message to all markets ».
The campaign started on 120 markets worldwide. Within its framework it was created 50 television spots, 150 prints and a variety of other communications media, which led to an increase in sales over the years by 48%, nearly half a billion pounds.
In addition to the Grand Prix, "Walking Man" got the gold and the award for «Best International Multi-Market».
The agency Bartle Bogle Hegarty received the prize in a special nomination «Effectiveness Company of the Year». At this festival, they noted not only a victory with Johnnie Walker, and gold for a campaign for KFC, silver for Audi and bronze for the campaign for Cadbury's Biscuits.
GRAND PRIX
Johnnie Walker + Gold award winner, Best International Multi-Market
From whisky producer to global icon: The story of 'Keep Walking'
Diageo
Bartle Bogle Hegarty
Gold award winners
Acquisition Crime + Best New Learning (The Charles Channon Award), Best Media, Best Dedication to Effectiveness (The Simon Broadbent Award)
Cutting the cost of crime
The Home Office
RKCR / Y & R, The Home Office
Theft costs the citizens of the UK approximately 9.5 million pounds per year. Many of these crimes can be quite easily prevented if people take simple preventive measures. The task was to find a simple idea of the campaign, which could warn the audience about the risks and measures to demonstrate that you can take. It was decided to dramatize how thieves see their victims as stupid and careless.
Using just ridiculous idea on television, radio and print advertising, the agency and the client reduced the cost of crime to 189 million pounds. Return on investment was 14 pounds spent in each.
Dave
Now everyone has a mate called Dave
UKTV
Red Bee Media, UKTV
Change the name of the TV channel uktvG2 at Dave and updating its content under the slogan "Home of good-natured jokes" will allow the channel to stand out from the great mass of his ilk. Communications promoted not so much the individual programs as the channel itself as a whole: Dave found his own voice and personality. This was achieved by means of PR and use the huge outdoor advertisements in major UK cities. The audience of the channel is now the 8 million viewers, the return on the campaign - 300%.
KFC
«Finger lickin good results» How celebrating taste reversed the fortunes of KFC
KFC UK
Bartle Bogle Hegarty
In 2005, due to the activity of the company focused on healthy eating, KFC has lost some of its market share, sales declined. Therefore, the task of communication was to return back to the consumers. The solution was to represent KFC as a new, improved and more healthy fast food. However, despite this, it was decided to remind consumers about the taste of the KFC. As a result, fortune turned back to face the brand. This resulted in almost instantaneous increase in sales and growing market share. Sales rose to 328 million pounds for every pound invested KFC received 4.5.
Sainsbury's Supermarket + Best Integration
How an idea helped make Sainsbury's great again
Sainsbury's
Abbott Mead Vickers.BBDO
Department store chain Sainsbury's has received 2.5 billion pounds of additional income simply asking their customers' try today for something new. " Consumers have been "dormant", constantly buying the same script memorized by not paying attention to anything else in the store. A strategy «Try something new today» gave them simple ideas using multiple messages inside and outside the store and the "face" of department stores, the famous "Naked Chef" Jamie Oliver, known for its passion for innovation and the destruction of stereotypes. There was also a major operation with 150 000 employees of the network, which also had to inspire buyers.
Silver award winners
Audi
Firing up the Quattro. How Audi accelerated into the 21st Century
Audi UK
Bartle Bogle Hegarty
This is a story about how the Audi of not the best alternative to BMW or Mercedes has become the fastest growing car brand last 8 years. In 1999, a communication strategy has changed in the direction of positioning as a leader Audi luxury sector. The slogan «Vorsprung durch Technik» - relentless desire to challenge and involvement - became the center of the campaign. This made the flagship Audi models icon, highlighting the achievements of the concern in the design, performance and engineering. This caused sales growth of 50,000 cars and back in the form of 7.5 pounds for every invested.
Danone Activia
The value of letting the product shine
Danone UK
RKCR / Y & R
Brand Activia, owned by Danone, because literate communication with the customer in just 3.5 years in the UK has turned from a niche player with sales of 26 million pounds a year into a major brand with sales of 120 million pounds.
The core of communication steel-testimonialy television commercials in which consumers discuss their digestive problems and their resolution using Activia. Every pound invested in the campaign has returned three times.
De Beers Billion dollar ideas
De Beers
JWT
De Beers has conquered the US market communications, focused on the needs and emotions of their consumers. It was developed three strategies: to involve more women in the possession of jewelry with diamonds, increase the number of sales at higher prices, and to provide new buying opportunities. heart communication strategy is PR campaign with the idea of positioning as a social movement. Thanks to the "pressure on emotions," De Beers sales in the US rose to 18.8 million dollars, "nepredsvadebnye 'sales by 26%. Attachments returned to four times the amount.
Direct Payment
Giving it to you straight
DWP / COI
Miles Calcraft Briginshaw Duffy
Description of the campaign and the result of English and its materials
Dove
Dove's big ideal - From real curves to growth curves
Unilever
Ogilvy Advertising, MindShare Media UK
Description of the campaign and the result of English and its materials
Lucozade Sport
How we doubled sales by focusing on less
GSK
MediaCom, M & C Saatchi
Description of the campaign and the result of English and its materials
Public Awareness Campaign for Helmet Wearing + Best International Single Market
Winning Vietnam's helmet war
Asia Injury Prevention Foundation
Ogilvy & Mather Vietnam
Description of the campaign and the result of English and its materials
Radley + Best Small Budget
From bags to riches
Radley + Co
DDB London
Description of the campaign and the result of English and its materials
Virgin Atlantic How 15 years of communications helped break British Airways stranglehold
Virgin Atlantic Airways
RKCR / Y & R
Description of the campaign and the result of English and its materials
Waitrose David vs Goliath: The rematch
Waitrose
Miles Calcraft Briginshaw Duffy
Description of the campaign and the result of English and its materials
Bronze award winners
Cabwise
Creating a brand to help prevent rapes
Transport for London
WCRS, Mediaedge: cia, Incentivated
Description of the campaign and the result of English and its materials
Cadbury's Biscuits
Oh Happy Day: How advertising helped biscuits buyers discover a new name in chocolate digestives
Burton's Foods
Bartle Bogle Hegarty
Description of the campaign and the result of English and its materials
Learndirect
Careers Advice from Learndirect: The whole story about being incomplete
UFI
RKCR / Y & R
Description of the campaign and the result of English and its materials
Marmite
Please look after this brand: the launch of the Marmite Squeezy
Unilever
DDB London
Description of the campaign and the result of English and its materials
Morrisons
Fresh growth for Morrisons
WM Morrison Supermarkets
Delaney Lund Knox Warren & Partners
Description of the campaign and the result of English and its materials
Motorola
Marketing Motorola in China
Motorola (China) Electronics
Ogilvy & Mather Advertising Beijing
Description of the campaign and the result of English and its materials
Road Safety
The longer-term effects of seatbelt advertising
Department of Environment (NI) and the Road Safety Authority (ROI)
LyleBailie International
Description of the campaign and the result of English and its materials
Trident
Making a small budget go a long way
Metropolitan Police Service
Miles Calcraft Briginshaw Duffy, MediaCom
Description of the campaign and the result of English and its materials
via www.ipaeffectivenessawards.co.uk/2008-Winners/Making-a-small-budget-go-a-long-way
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