GLOBAL – UK, SEPTEMBER 7, 2012 – Aldi Dove, Snickers and Virgin Atlantic are among the 35 entries of shortlisted campaigns for the 2012 IPA Effectiveness Awards. Sponsored by UK’s marketing body for commercial TV Thinkbox and supported by Campaign, the Effectiveness Awards reward campaigns that demonstrate marketing payback. The awards ceremony will be held on October 29, 2012.
The UK accounted for 26 of the shortlisted entries with nine from Brazil, Germany, Hong Kong, India, Shanghai, Singapore, Spain and Taipei.
Marie Oldham, the convenor of judges and chief strategy officer at MPG Media Contacts, said: "The presence of so many blue chip brands on this year’s list is a credit to those who pursue genuine insight, put their trust in brave ideas, invest in rigorous measurement and maintain faith in marketing (particularly in a recession)."
The 35 entries shortlisted from the 65 received are:
Aldi by McCann Manchester
Art Fund by 101
Audi by Bartle Bogle Hegarty
Boots by Mother London
British Gas by CHI & Partners
BT by Abbott Mead Vickers BBDO
Cadbury Dairy Milk by Ogilvy and Mather India
Danone Activia by RKCR/Y&R
Department For Transport by Leo Burnett
Digital UK by DLKW Lowe, Digital UK, BBC Switchover Help Scheme and MediaCom
Dove by Ogilvy and Mather Shanghai
Dove Hair by Ogilvy and Mather
Gordon’s by Bartle Bogle Hegarty
Gü by DDB UK
Health Promotion Board by Ogilvy and Mather Singapore
IBM by Ogilvy and Mather Advertising NY
John Lewis by Adam and Eve and Manning Gottlieb OMD
LV= by Designate Communications and 24-7 ideas.com
Magnum Gold?! By Lowe and Partners and Lola Madrid
McDonald’s by Leo Burnett
Metropolitan Police by Abbott Mead Vickers BBDO
Nikon by Jung von Matt AG
Nissan by Lew’Lara\TBWA
Shangri-La Hotels and Resorts by Ogilvy and Mather Hong Kong
Snickers by Abbott Mead Vickers BBDO
Ta Chong Bank by Ogilvy and Mather Taipei
The National Lottery by MPG Media Contacts
Velvet by Fallon
Virgin Atlantic by RKCR/Y&R, Gyro, OMD International and Hall & Partners
Virgin Trains by Elvis and Manning Gottlieb OMD
VO5 Extreme Style by Euro RSCG London
Waitrose by Bartle Bogle Hegarty
Walkers by Abbott Mead Vickers BBDO
Which? by Mike Colling and Co
Yorkshire Tea by Beattie McGuinness Bungay
Asia has five shortlisted entries. Here are the five entries up-close:
Ta Chong Bank by Ogilvy and Mather Taipei – ‘Dream rangers’
After the 2008-2009 financial crisis, the banking community suffered a poor reputation. The challenge for Ta Chong Bank was three-fold; to stimulate interest in the bank, to attract new customers and to boost the morale of its staff. The ‘Dream ranger’ campaign launched with the longest commercial ever shown on TV in Taiwan, 180-seconds, showing a group of aged men together for one last bike ride, an experience easily relatable for the Taiwanese people. The campaign generated 24 million complete online views from around the world, tripling the growth of the bank and paying back approximately 134 times for every dollar spent.
Shangri-La Hotels and Resorts by Ogilvy and Mather Hong Kong – ‘It’s in our nature’
The 2008-2009 recession has dealt a severe blow not only to banks but also luxury hotels. But Shangri-La’s response was not by cutting prices, as some have done, but it used creativity to restore growth.
The objective was to return to 2008 sales levels by acquiring 10 extra stays per night per hotel, without price discounting. Against the category trend of rational claims, the campaign delivered by touching both the traveller audience via a TV campaign and the internal staff audience via internal launch events at every hotel reminding them of their importance to the brand. Sales increased above target and faster than competitors, delivering an estimated sales payback of 14:1, a profit payback of 6:1, and a shareholder value of payback of 35:1.
Health Promotion Board Singapore by Ogilvy and Mather Singapore – ‘I quit – from anti-smoking to pro-quitting’
Smoking was on the rise in Singapore with tough measures such as fear campaigns, taxation and legislation proving ineffective and resulting in smokers feeling marginalized and smoking more, not less. Instead of an anti-smoking campaign that would marginalize them further, a pro-quitting campaign was created to help contemplators quit. The campaign spanned various touchpoints creating an environment conducive to quitting, inspiring it, and creating support through tools, resources and quit clubs. The results showed that every second smoker moved one step closer to quitting; the quitting success rate was three-times the international average; and it achieved a paybackof 15.7.
Dove by Ogilvy and Mather Shanghai – ‘Dove winning in China’
This case shows how Dove transformed from a small, declining player in a large market into a leading shower gel brand. Dove got under the skin of Chinese women to produce a campaign that went against the grain of communications norms. Through the proposition that Dove’s new shower gel nourished skin better than bathing in milk, it repositioned the brand for women who wanted ‘healthy, wholesome protection’ for their beauty. The campaign propelled market share from 2.1% to 8.8% in 16 months, delivering incremental sales of £25.5m and a ROMI of 1:1.5.
Cadbury Dairy Milk by Ogilvy and Mather India –‘A meetha journey’
Despite a strong sweet (meetha) market in India, chocolate was seen as a foreign treat that lacked the same popularity. Research revealed that while meetha were enjoyed as part of collective celebrations, such as at festivals and parties, chocolate was seen as a pleasure that was generally enjoyed alone. The solution was to therefore repurpose Cadbury Dairy Milk as meetha, and to communicate this message via television, radio, outdoor, digital and point of sale advertising. The campaign resulted in an increase in revenue and profits, and grew the business from 3% to 23% in seven years.
