THE IPM AWARDS 2016 · THE IPM AWARDS 2016 Graham Temple, Chairman Every year, we at the IPM are...

THE IPM AWARDS 2016

Graham Temple, Chairman

Every year, we at the IPM are consistently impressed by the outstanding level of entries for the IPM Awards. Thisyear proved no exception. The strategic focus, creativity and effectiveness which the 2016 crop of entries displayed set yet another benchmark for just what this industry is capable of, not to mention the tremendous diversity of activities and tactics deployed for some of the world’s biggest brands.

Quoting the insightful words of our host for the evening, Bill Bailey, “Promotional Marketing? I thought all marketing was promotional.” That’s it – in a nutshell. I totally agree with Bill.

Promotional marketing is now truly channel neutral. It runs through almost every element of the marketing mix and will continue to do so as communications and promotions develop and become more targeted, personalised and accountable. This year’s Awards showcase just how versatile this industry is and how easily it embraces new marketing approaches to progress, evolve, and of course deliver tremendous results. The campaigns which shone through as this year’s Bronze, Silver and Gold winners are the elite of not only this industry, but marketing as a whole.

This year’s Awards celebrate much more than the very best of UK promotional marketing. From last year’s Gold IPM winners, six went on to take home a further 15 IMC Awards – over a quarter of all the Awards presented from this European body. Our promotional industry is recognised not only as a centre of excellence on the continental stage, but increasingly on a global one. These are truly world class campaigns, and this is why I am delighted that as members of EACA our voice was heard when we encouraged the widening of entry eligibility for IMC’s proved successful. For the first time this year, all Bronze, Silver and Gold winning IPM Awards winners will also qualify for entry into the European IMC Awards at the end of the year – the only route to entry for this international showcase of the very best in European promotional campaigns.

I would like to congratulate not only the winners of the 2016 Awards, but also the industry as a whole for continuing to deliver exceptional work which inspires those of us in promotional marketing both domestically and overseas to keep pushing the boundaries for ever greater successes.

Brand Owner of the Year

Brand Telefónica S.A.

The IPM Brand Owner of the Year Award goes to the client company or organisation which, in the view of the final judging panel, was responsible for the best-performing campaigns rewarded in this year’s IPM Awards programme.

For 2016, the trophy goes to Telefónica S.A. – the second time the international telecoms giant has won this coveted accolade (it was Brand Owner of the Year in 2013 as well).

For 2016, S.A. collected Telefónica no less than five awards for campaigns for its UK operations, which trade as O2. What was particularly interesting was that the campaigns recognised by the IPM Awards judges in 2016 focused on Business-to-Business categories.

Telefónica’s most successful campaign was ‘Digital Dave, the Personalised Hologram Direct Mail Pack’ for O2 Business. O2 Business had drawn up a hit list of 50 major accounts amongst companies with up to 2,000 employees. The company wanted to underscore its USP – individual Digital Advisors tasked with helping each client company to identify and then implement the latest mobile phone technology that would best help them deliver against their objectives.Digital Dave used an innovative approach – a holographic presenter in a box –combined with brilliant personalisation (50 versions of Dave were created to individually address IT heads at the 50 target companies) to create stand-out in the business mobile market. Dave spoke to the IT people by name and discussed their company’s needs.

The campaign so far has exceeded targets and delivered a return on investment of £13 for every £1 spent. Digital Dave won Gold in the Direct Marketing category, Silvers in Use of Interactive Technology and Use of Innovation and a Bronze in the Telecoms, Utilities and Technology industry category.

Meanwhile, Telefónica S.A. collected another Gold for its O2 Be Brilliant campaign in the Most Effective Reward, Recognition or Motivation Programme category.

O2 has 4,500 people selling its products across 480 stores; increasingly, these outlets are franchised. With over 70% of logins expected via a mobile device and a 60/40 male/female audience split, the recognition programme needed to be highly interactive, fast paced and engaging for tech-savvy frontline staff.

The aim was not just to increase sales but also to improve staff knowledge base, so getting them to complete online courses was a vital ingredient. Be Brilliant! is an opt-in mobile optimised engagement portal. It drives and recognises desired behaviours to support O2’s vision. It is a dynamic platform for campaign activity (sale, learning, engagement), recognition and celebrates the great things O2 employees achieve.

It is much more than an incentive platform. Last year Be Brilliant! featured over 30 individual tactical campaigns, run across individual days or weekends, as well as manufacturer-sponsored 6-8 week promotions. Each campaign has its own theme, communications schedule, collateral and engagement strategy, with up to four campaigns running from the platform simultaneously with multiple segmented views.

Motivation campaign incentives have included a trip to South Africa; 470 soft toys were sent to stores, a digital game created and a launch pack with animal biscuits and a safari trail wallchart to measure store performance. A Winter Wonderland programme supported in-store Christmas seasonal focus – performance was rewarded in Santa’s grotto. Launch packs included a ‘build your own’ gingerbread house competition (with 200 store entries!). Performance was celebrated with a visit from Santa and ‘Christmas dinner in a box’ was delivered to top stores along with over 5,000 Cadbury selection boxes distributed.

12 ‘Brilliant Days’ were awarded where stores were surprised by a ‘hit squad’ announcing that they have been recognized for being amazing and were taken away for a day out while the leadership team offered cover.In a saturated market, Be Brilliant! has proven to be a key differentiator from the competition. It helps O2 reduce customer churn, improve acquisition from other networks and increase ‘basket value’ through talented front-line retail teams able to deliver the O2 brand promise in every customer experience.

IPM Agency of the Year 2016

Agency Leo Burnett/Arc

Leo Burnett/Arc have again taken the IPM Agency of the Year accolade, making the third year running the Leo Burnett/Arc name has appeared on the trophy. The Leo Burnett/Arc team won it outright in 2015 and shared it in 2014.

This year, Leo Burnett/Arc took two Gold awards. The first was for an incredibly powerful piece of work for charity Karma Nirvana, which campaigns against ‘Honour Based Violence’ (HBV) and honour murders.

The ‘Day of Memory: #RememberShafilea’ campaign won Gold in the Not For Profit, Charities and Public Sector category, dramatising the tragic and true story of 17-year-old Shafilea Ahmed, suffocated with a plastic bag by her own parents for refusing a forced marriage.

To force people to reassess an issue wrongly perceived by many as ‘foreign’ as actually relevant to everyone and send authorities a clear message they had to do more, the Day of Memory had to create widespread engagement and participation. Shafilea was brutally suffocated by her own parents using a common plastic bag. The agency’s creative solution used plastic in a much more positive way: to rebuild and restore Shafilea’s memory through the medium of 3D printing. A memorial bust of Shafilea was 3D printed in response to public support behind the hashtag #RememberShafilea. Supporters were directed to witness the progress of the memorial via a feed on karmanirvana.org.uk, which became a hub for campaign activity.

A related campaign for Karma Nirvana, ‘Suffocation’, won Leo Burnett/Arc a Silver award in the Creative Execution category and a Bronze award in the On-Pack Promotion category. This was for a partnership with Cosmopolitan magazine where a face representing Shafilea being killed was put on the polybag the magazine came in.

Tearing open the plastic not only symbolised the power the Cosmopolitan audience had to release girls like Shafilea from abuse, but more tangibly delivered practical policy recommendations to effect change: enclosed was an important report on the issue.

By bringing to life a real victim’s story through a medium which is synonymous with modern Western values and female empowerment, the work forced people to recognize the truth and prevent the target audience from continuing to dismiss this as an issue of ‘foreign culture’. The work juxtaposed the magazine most famous for encouraging women to be in control of their lives with the sheer brutality that women subject to HBV face.

The agency took another two awards for its Share Aware work for the National Society for the Prevention of Cruelty to Children (NSPCC). It won a Gold in the Creative Execution category and a Silver in the Not For Profit, Charities and Public Sector category.

The NSPCC Share Aware campaign highlights the dangers to children of sharing too much on social media.

Traditionally, the UK has run campaigns to help keep children safe: ‘Stranger danger’, ‘Charley Says, ‘Stop, Look and Listen’. But the web makes a whole collection of dangers and problems for children easily accessible – including paedophiles, bullies and distressing content. Parents, carers and teachers want to do the right thing for their children; but it feels like a losing battle. Parents in particular feel confused by the ever-evolving online world which their kids know more about than they do.

Children’s access to the web is increasingly private. Most digital social spaces don’t verify users, and self-regulation is a farce. Children are at risk like never before: alone on the web, without the skills to keep themselves safe. The NSPCC wanted to enable children to enjoy the web safely, by empowering their parents to educate them in an accessible way.

Grand PrixVideos were seeded across Coral’s Instagram, Vine and Facebook channels, using #CheltenHAM as the campaign identifier and supported by posts and photo content.

Promoted posts on Twitter helped boost reach and were enhanced with a promotional mechanic offering chances to win free bets every day by predicting the winning pigs.

The call to action in this campaign was the content itself. The audience are prolific sharers and commentators on social media who actively seek out the funniest clips, gifs, quotes and photos to share and boost their social standing.

#CheltenHAM was based around warm, light hearted content and CTAs that stood out from the usual bookmaker marketing melee (the traditional recipe of outrageous stunts or serious horse racing matters) and were timed to ensure maximum engagement, awareness and anticipation.

Despite the competition from other bookmakers #CheltenHAM brought home the bacon, achieving the highest share of voice among bookmakers during the 2015 Cheltenham Festival. According to social analyst, Crimson Hexagon, Coral achieved a 28% share of voice (the next best brand was Betfair at 16%), beating the target of coming third in social share of voice.

Opinion analysis also showed that 50% of the related conversation around @Coral was truly organic, showing the content’s virality.

The campaign also outperformed against hard business targets, achieving an increase of 478% in socially referred traffic to coral.co.uk during Cheltenham Festival versus the average for the previous four months, a 95% increase in bets placed on a mobile device and a 62% YOY increase in total bets placed (650,000 in 2014 vs 1,050,000 in 2015).

The #CheltenHAM campaign shows the business altering power of a good idea –and proves that pigs truly can fly.

The #CheltenHAM campaign, created for Gala Coral Group by integrated agency Space, shows the power of a fun creative idea to entertain and engage consumers’ imagination. At the bookmaker’s busiest time of the year, it not only delivered tremendous stand out but led to a tangible, considerable business impact, all on a micro-pig sized budget.

The Cheltenham Festival is one of the highlights of the jump racing year, and a focus for intense activity and large advertising budgets from bookmakers.

Winning the battle on social media has become integral to share of voice amongst an increasingly diverse audience. A new breed of online/mobile users typically have active accounts with two bookmakers; Coral’s social media community has a high percentage of ‘active’ customers. One key task was to generate meaningful social media conversation putting Coral ‘top of mind’ when customers were placing bets.

The campaign had to cut through the Cheltenham-related competitor communications and get people talking about and betting on their mobiles with Coral.

The solution was to engage the online/mobile audience with shareable, fun content that would also get people betting. And so the ‘CheltenHAM Festival of Micropig Racing’ was born – a four day spectacle that mirrored Cheltenham proper in every way, except with cute, adorable micropigs, not horses. It was all filmed and Twitter’s newly-launched video function was used to seed it.

Race films were edited into long and short format videos and Vines, including shots from a pig-mounted camera (the ‘Ham Cam’) and comedic racing commentary. Long form edits were released at 1.00pm each day, turning the Coral Twitter page into a channel for micropig racing during the festival.

Campaign Client Agency Account Director Creative Director

#CheltenHAMGala Coral GroupSpaceLeigh ChapmanMat O'Brien

Telecom, Utilities and Technology

Campaign

Brand OwnerAgencyAccount DirectorCreative Director

Campaign

Brand OwnerAgency

Account DirectorCreative Director

Sky Experiential ActivityBSkyBWasserman ExperienceTom LovegroveRod Cousins

CampaignBrand OwnerAgencyAccount DirectorCreative Director

Sony: Everyday ExtraordinarySony CorporationHaygarthCarlo MontemaranoSteve Rogers

Digital Dave, the Personalised Hologram Direct Mail for O2 BusinessTelefónica, S.A.MBAPaul MunceGraham Kerr

Partner

The Sony: Everyday Extraordinary campaign aimed to get ‘Tech Matures’ (young, professional males, tech-savvy and proud of owning the latest phone) to try out the new XPERIA Z3. For this audience, a demo can impact brand preference by 250%. But interaction is difficult in phone shops because of space limitations. The solution was a 90-day shopping centre tour balancing entertainment, education, and a strong drive-to-retail incentive. The Sony Wheel was a gamified installation which took the consumer on an exhilarating first-person journey, facilitated by the XPERIA Z3. Consumers’ steps powered the Sony adventure: the quicker they moved, the deeper they delved into the custom-shot video which seamlessly combined sounds and 3D graphics. 11 million people saw the activity, with 90,000 demos delivered (against a target of 75,000) – 60 times more than in-store demos would have reached. Sales increased at stores around the events by +319% during the activity and a +244% sales uplift even in the 6 weeks after the activity. In total, the campaign drove incremental sales worth £4.3m.

Consumer Durables - Auto, Appliances,

Home Electronics

Campaign


Campaign

Brand OwnerAgency


Honda at Goodwood Festival of Speed 2015Honda Motor Co.Jack Morton WorldwideMartine EveilleDavid Chidlow


Continental Road TripContinental AGTLC MarketingClaire WatkinRob Scott

Peugeot PureTech: Small but PowerfulPSA Peugeot CitroenGrey ShopperEmily AylwardMatt Spink

Consumer Services - Travel & Tourism,

Leisure, Recreation and Media

Campaign

Brand Owner

AgencyAccount DirectorCreative Director

Campaign


Camelot Win Big TogetherCamelot GroupGrey ShopperMichelle Thomas Matthew Spink


LEGO The Imagination FactoryThe LEGO GroupPrettyGreenKylie BlackChris Hilton

Sean Conway: Running BritainDiscovery Communications Inc.tpfNick GoodmakerAlex Gill

LEGO’s massive familiarity can be a problem, particularly at Christmas when content-led franchises like Disney and Marvel dominate. The challenge was to promote the rewards of ‘free build’ within the newly established brand platform of ‘The Imagination Factory’, capturing children’s imaginations and delivering ‘magical brand-in-hand engagement’, without any new news or licensed platform. ‘The Imagination Factory’ experiential activation took place at Westfield London and Centre:MK Milton Keynes in August 2015 and was designed to free children to enjoy imaginative play. The team created a playful factory space, hosted by improvisational actors (the factory workers) taking children around a one hour experience. Children got photos with their creations and goody bags, and families could interact with an augmented reality app bringing LEGO mini figures to life. Engagements increased 13% to 49,593 vs. 2014, including 33,699 brand in hand engagements lasting 60 minutes; six weeks post event, advocacy levels were 95% (target 85%); 84% of people who attended bought LEGO within the six weeks (15% above control group); 99% planned to buy LEGO in the future (29% above control group).

Continental operates in a competitive market providing premium tyres to a traditionally male audience via dealers. Brand awareness is low and tyres are often distress purchases; dealer recommendation matters. Continental needed to create brand affinity, appeal to women and strengthen dealer relationships. Research showed the journey/ driving experience meant more to people than product; so the Continental Road Trip’s guide to the 12 most breath-taking and challenging roads in the UK capitalised on this, introducing an emotive element to a low involvement purchase. Consumers qualified for free stays at a luxury hotel by purchasing two or more Continental tyres. An integrated campaign included a website with engaging road trip content and the redemption mechanism, an app, radio advertising, online display advertising and PR activity, plus dealer POS and rewards. Tyre sales increased 25% against target, with over 16,000 hotel stays redeemed, 60% higher than the target. 43% of redemptions came from females, 7.5% over target and 115% ahead of previous female engagement with the brand. 95% of dealerships bought in to the campaign, 33% over target.

Partner Partner

Financial & Professional Services

Campaign


Campaign


Free BRIAN the Robot ToyAdmiral GroupATOM MarketingClare Braithwaite Simon Jones


RBS Pedal Yourself ProudRBSLeith LinksJennie Pike Phil Evans & Troy Farnworth

Old Mutual Wealth Adviser FirstOld Mutual Plc.PositiveMaia HonanDavid Harris

Partner

Consumer Products - Food

Campaign


CampaignBrand Owner


Golden OreoMondelēz InternationalCloserLaura SedzikowskiShnoosee Bailey


Anchor Baking Kits for SchoolsArla Foodswhynot!Nicki WebbClaire Scott

Soreen: Meet the MinionsSamworth BrothersBrass AgencyJoanne SchofieldDave Lambert

RBS Pedal Yourself Proud motivated mass involvement from staff and created genuine feel-good throughout the organisation, while helping staff improve their fitness levels and raising over £600,000 for Sport Relief (240% over target). It smashed all the metrics for staff pride, engagement, advocacy and wellbeing. Aimed at rebuilding staff morale amongst the group’s 60,000 employees after the 2008 bail-out and getting employees behind a new mission – to be top for customer service by 2020 – the September 2015 cycle challenge was accessible to all levels of fitness, interest and time. It involved a range of cycle-based activities, including a five-day road challenge connecting offices around the UK, virtual bike challenges with over 15,000 staff competing to get on the leader board, fun tandem rides, stationary bike challenges and a grand finale festival at the end of the five-day race at the RBS HQ finish line. Results were unprecedented, with engagement and morale increasing well over target figures. Staff also reported increased fitness levels, thought the group was more socially responsible and were more proud of the organisation.

The dairy sector is price driven; Anchor needed to cut through that. Home baking was already a target for promotions by many brands, plus there was shelf competition from own-label. The Anchor Baking Kits for Schools allowed Anchor to outmanoeuvre the competition, reaching its target ‘life jugglers’ – 25-45yr old young parents balancing work and family – and persuading them to trade up with Anchor. The campaign helped primary schools get baking, providing free Anchor baking kits including apron, mixing bowl and spoon. Over 6,000 schools signed up (20% plus over target) receiving welcome packs containing posters, recipe cards and money off vouchers. Consumer marketing support included on-pack creative, in-store POS, magazine adverts and retailer 6 sheets and a microsite, weekly prize draws to win kitchen items including mini ovens, a portal for teachers with tips and downloads and a Mumsnet partnership. Registered schools could win a school kitchen makeover worth £5,000. Anchor sales grew 17% by value and 48% by volume and penetration was ahead 39%. 92,500 kits were sent to Primary Schools across the UK so the campaign helped a minimum of 185,000 children to bake.

Partner

Consumer Products - Healthcare, Beauty

& Fashion

Campaign


Campaign

Brand Owner


Bassetts Vitamins Rainbow ParkMondelēz InternationalBray LeinoAusten DonnellanStuart Anderson


Lynx: Bigger IssuesUnileverTMW UnlimitedEmma NormanJeff Bowerman

Vosene Kids Hair HeroesLornamead1000headsJessica Collins Tsieske van den Broek

Consumer Products - Household & Pet

Care

Campaign

Brand OwnerAgencyAccount Director

Creative Director


Duracell Star WarsProcter & GambleGrey ShopperJonathan HattonMatt Spink

CampaignBrand Owner


Vileda's Magical MopsFreudenberg Household Products LPZEAL Creative LimitedRachel McHaleStewart Hilton

The Comfort Intense GardenUnileveriDVictoria FitzsimmonsLiam Danby

In 2014, sales of Vileda mops, the premium priced market leader, were declining – with money tight, new mops are not a priority. Vileda needed a disruptive campaign to excite retailers and inspire shoppers. Planning identified an opportunity to move from traditional, rational messaging to a more exciting and emotive theme – ‘Life when the cleaning is done’. Knowing the big Spring 2015 movie would be Cinderella, the team developed the idea of magical ‘Fairy Godmother Mops’ delivering instant prizes and guaranteed free gifts worth more than the purchase price. Eight Magical Mops were created; when plunged into water, they sparkled and came to life with a Fairy Godmother’s voice telling the user they had won a £1,000 Cinderella Makeover. Sales of all participating products went up 9.36% with hero product Supermocio seeing sales ahead 38.8% by volume and 26% by value. For the first time in ages, trade buyers paid attention to Vileda and supported the brand in-store with on-shelf facings. Final consumer response rate for the campaign was 8%, more than double the average for this type of offer.

The #BiggerIssues partnership campaign by Lynx and suicide prevention charity CALM (Campaign Against Living Miserably) got people talking about a traditionally taboo subject – male suicide, the single biggest cause of death among UK men under 45. Lynx wanted to show there was more to it than humorous ads about getting the girl, and that it was growing up with its audience. #BiggerIssues used Lynx’s profile with young men to highlight the trivial things guys talk about (like man-buns, celebrity gaffes and skateboarding dogs) rather than discuss male suicide. Live social listening powered changing creative across social, online banners and digital billboards, reflecting trivia monopolising newsfeeds at that moment. Creative changed every two hours. A bespoke CMS published live updates serving bespoke local content to six UK cities in the UK. Having grabbed men’s attention, the campaign asked for their Twitter or Facebook support to send a single, synchronised message on International Men’s Day, November 19th, with the aim of getting the unmentionable topic trending across the UK. Reach for that message was 23 million globally, and the campaign helped secure the first-ever Parliamentary debate on male suicide.

Partner Partner

Non-Alcoholic Beverages

Campaign

Brand Owner



Hit RefreshOcean SprayToucanNina McCoyGerry McEnroe


Levi Roots: Music In Your GlassNichols PLCZEAL Creative LimitedRobert WhiteStewart Hilton

Coca-Cola 'Win a Ball 2015'Coca-Cola Great BritainBD NetworkRyan Newton Dan Claxton

Alcoholic Beverages - Beer, Wine & Spirits

Campaign


Campaign


'There's An Adventure Brewing'Sharp's BreweryInteger LondonNina White Martin Homent

Campaign


Cono Sur: Official Wine of Le Tour de FranceConcha y ToroGrand Central CreativeBetty MoseleyAndy Gregory

Casillero del Diablo and SkyMoviesConcha y ToroPrettyGreenBen Knight Sam Stocking

Levi Roots Ginger Beer is relatively new to the soft drinks market. As a small brand with little marketing investment, it had low awareness with consumers and retailers and distribution was minimal. The drink targets teens looking to expand usual repertoire and, once tried, has strong repeat purchase rates (35%). The Levi Roots - Music In Your Glass campaign cleverly leveraged its small budget to compete head-to-head with global soft drinks giants by focusing spend regionally (in the Midlands) and on the independent retail channel. By targeting efforts regionally, Levi Roots could talk like a big brand (if only for a while) and increase penetration as a springboard for a national roll-out. Activity included an independent-only consumer promotion offering daily prizes of iTunes vouchers, free POS kits, a retailer competition to win Bluetooth Music Speakers every day by displaying the promotion in their chillers, MONP coupons for retailers and incentives for wholesaler direct van sales to encourage drivers to sell-in to shopkeepers. The campaign added more than 1,800 new listings (target 1,100) more than doubling distribution in the Midlands. Sales were ahead 39% despite a famously cold and wet summer.

The Cono Sur - Official Wine of Le Tour de France campaign hugely over-delivered against core objectives in a crowded promotional category, catapulting the brand to number. It created awareness, engagement, theatre and, most importantly, increased sales. For various reasons, wine brands are increasingly restricted in what they can do in retailers; without expensive and potentially brand damaging label changes, the neck area is really the only space left. Most wine brands create ‘cloned’ neck collar communications focusing a ‘win’ message. By contrast, ConoSur broke that mould, using the story behind its Cono Sur Bicicleta sub-brand, which has labels depicting the bicycles the workers use to tend the vines, linked with the winery’s status as Official Wine of Le Tour de France. 102,000 limited edition Tour de France bicycle bells were attached to 102,000 bottles of Cono Sur wines in major supermarkets, supported with strident yellow POS and a competition to win bikes and tickets to the Tour. The campaign delivered more than 30% volume and value sales increase against a target of 10% and added 130,000 new households.

Partner Partner

Retail - Traditional Retailers, e-Commerce,

Catalogue, Bars & Restaurants

Campaign

Brand Owner



MUSIC CUBEWestfield GroupWestfieldRaymund McManusThomas Malher


#CheltenHAMGala Coral GroupSpaceLeigh ChapmanMat O’Brien

Morrisons Mother's Day Pop-up ShopsMorrisonsSupermarkets Plc.Savvy MarketingSarah DennisVicki Munro

Partner

Not For Profit, Charities and Public Sector

Campaign

Brand Owner


Campaign


Creative Director

NSPCC Share AwareNSPCCLeo Burnett/ArcSarah-Jayne LjungstromBeri Cheetham

Campaign


Day of Memory: #RememberShafileaKarma NirvanaLeo Burnett/ArcSofia SarkarPhillip Meyler and Darren Keff

The National Army Museum Pop up PubNational Army MuseumWoof LondonJames FarmerDyanne Rutland

The Cheltenham Festival is a highlight of the racing calendar and social media is integral to gaining share of voice with an increasingly sophisticated betting audience. New online/mobile users typically have multiple active accounts; the challenge was to get Coral talked about on social media so people would place their bets with it. The #CheltenHAM Festival of Micropig Racing activity mirrored Cheltenham proper except with micropigs, not horses. It engaged the online/mobile audience with fun content that got people talking, sharing and betting. The #CheltenHAM races were filmed and seeded using Twitter’s newly launched video function. Races were edited into a long and shortened format videos and Vines, including shots from a pig-mounted ‘Ham Cam’. Longer edits were released at 1.00pm each day and videos were also seeded across Instagram, Vine and Facebook using the hashtag #CheltenHAM. Fans could win free Cheltenham bets by guessing which pigs would win. Coral achieved 28% share of social media voice during Cheltenham, compared with second-placed Betfair on 16%. Socially referred traffic to coral.co.uk increased 478% and Coral saw a 95% increase in mobile bets and a 62% YOY increase in total bets.

Charity Karma Nirvana, which provides advice for victims of ‘Honour’ Based Violence (HBV) as well as education and training for professionals dealing with the crime, created the first Day of Memory for HBV victims on July 14th 2015. It would have been the birthday of Shafilea Ahmed, suffocated by her parents for refusing an arranged marriage. A permanent memorial for Shafilea was made out of plastic – the same material used to suffocate her – using a tweet-powered 3D printer. Social, PR and media coverage created 576,710,735 potential impressions, making this little-known issue unmissable. Victims were empowered to get the support they needed to beat HBV, with calls to the helpline rising 263.5%. The insight behind the Day of Memory itself was that so-called ‘honour’ killings aim to erase the source of someone’s perceived ‘shame’, the victim, as if they never existed. To remember the victim defeats that intent and spreads awareness of HBV crime. #RememberShafilea got a total of 4,647 tweets from 39 different countries, driving 22,550,511 potential impressions. Traffic to Karma Nirvana’s website was up 1,919% on the Day itself; throughout that week, daily visits were 587% up.

Partner

The Most Effective Incentive Programme

Campaign

Brand Owner


CampaignBrand OwnerAgency


Celebrity RewardsCelebrity CruisesMotivforceMarketing & Incentives (MMI)Jasmine Miller Kerry Ovenden & Emily Rolfe


Peugeot Sales GuildPSA Peugeot CitroenP&MMRoz AbbottRoz Abbott

Heineken Star RewardsHeineken Internationalwhynot! Amy GutsellNigel Clifton

Partner

Peugeot wanted to motivate changed behaviours in over 650 front line sales staff and their managers in 217 dealerships across the UK in recognition of a swiftly evolving customer purchase journey. Peugeot wanted to recognise and reward those dealers that delivered consistently on the promises made by the brand and improved customer satisfaction throughout the whole purchase process. Training is as important as sales. The Sales Guild serves as a centralised hub for all Peugeot sales recognition and incentive activity. Incentive programmes are tailored for four main job types with four Guilds: the Guild of Sales Managers, recognising excellence in sales and sales management; the Sales Executive Guild, rewarding training achieved and sales made; the Business Specialist Guild, for those specialising in Fleet sales; and the Guild of Gold Lion, available to all. Sales leads are being followed up more quickly, quality of response is better and dealer staff training qualifications are better than ever. Peugeot has managed to change the mindset of its dealer network, which has been reflected in improvements in customer ratings.

The Most Effective Reward, Recognition

or Motivation Programme

Campaign


Campaign


Pepsi Max Bartender IncentiveBritvic Plc.Savvy MarketingLauren PickeringAndy Craggs


O2 Be BrilliantTelefónica, S.A.P&MMEllen PertonEllen Perton

Camelot Win Big TogetherCamelot GroupGrey ShopperMichelle Thomas Matthew Spink

In-store Experiential Campaign

Campaign



A Better BreakfastMultiple BrandsBrand Belief LtdBrian George Roy McAloney


Sky Experiential ActivityBSkyBWasserman ExperienceTom LovegroveRod Cousins

Kärcher In Store ExperientialKärcherGekkoLaura BerginN/A

O2 are market leaders within the UK mobile phone industry with 480 stores located throughout the UK. However, with the market nearing saturation (penetration was 92% in 2014), O2 recognised that reducing churn, increasing acquisition from other networks and increasing ‘basket value’ were key. But the retail estate was shifting, with increasing number of franchise stores meaning the O2 brand experience was being delivered by third party staff, while consumers are increasingly knowledgeable and demanding and products more complex. O2 Be Brilliant needed to help create brand ambassadors and motivated front-line retail teams. Be Brilliant! is an opt-in mobile optimised engagement portal which drives and recognises desired behaviours to support O2’s vision. It is a dynamic platform for campaign activity (sale, learning, engagement), recognition and celebrates the great things O2 employees achieve. It is inclusive and personal; and much more than an incentive platform. Last year Be Brilliant! featured over 30 individual tactical campaigns, run across individual days or weekends, as well as manufacturer sponsored 6-8 week promotions. Sales advisors that are opted in to Be Brilliant! campaigns deliver over 40% greater sales that those who are not.

Sky is Britain’s fastest growing home communications provider but faces strong competition from Virgin Media, TalkTalk and market leader BT. Sky invests heavily in promoting the quality and breadth of its entertainment portfolio, the range of services it offers and its innovative technology. It targets non Sky customers to convert them and existing customers to reduce churn and upsell. A key channels to engage this audience is the almost 300 Sky Retail Stores (SRS) in UK shopping centres. This campaign delivered high quality brand experiences that captured the imagination of shoppers in London’s Westfield through a total of 363 live event days in Sky’s ‘always-on’ dedicated experiential space, utilising six creative technology platforms to activate eight immersive brand experiences (including green screen, so consumers could be put in the middle of sporting action or the latest film, facial recognition and ‘bullet time’ video). The campaign resulted in 125,000 interactions (130% over target) delivering 25,500 unique registrations. 87.7% of participants who received an email from Sky post-event clicked through to access the content. The activity increased sales performance and also brand advocacy amongst consumers that were engaged.

PartnerPartner

Experiential Activation at a Public Event

or Festival

Campaign

Brand Owner

AgencyAccount Director

Creative Director

Campaign

Brand OwnerAgency


Honda at Goodwood Festival of Speed 2015Honda Motor Co.Jack Morton WorldwideMartine EveilleDavid Chidlow


Guitar Hero Live: The AmpActivision Blizzard Inc.SenseNick SwiftAdam Curry

The Strongbow TreeHeineken Internationalwhynot! Charlotte AshworthNigel Clifton

Stand Alone Experiential Activation

CampaignBrand Owner


Campaign


LEGO The Imagination FactoryThe LEGO GroupPrettyGreenKylie Black Chris Hilton


The Comfort Intense GardenUnileveriDVictoria FitzsimmonsLiam Danby

Golden OreoMondelēz InternationalCloserLaura SedzikowskiShnoosee Bailey

Guitar Hero was the number one music game of all time in its heyday. However, no new material had been released for five years. So in 2015, when Activision Blizzard looked to relaunch the franchise with a next-gen game with stunning new technology and a visceral authenticity, they needed to do things differently. The Guitar Hero Live Amp was an immersive brand experience for major festivals, created from two 30ft shipping crates, double-stacked and skinned to resemble a gigantic guitar amp. On the lower floor, visitors could queue to demo the new game prior to release, getting their hands on the realistic new guitar controller and proving their axe skills on a selection of tracks. Retailer GAME offered a concession inside, where players could place pre-orders for exclusive incentives. Visitors were cherry-picked out of the line by a record-industry talent scout (an actor) and taken upstairs for an exclusive VIP backstage experience, complete with drinks fridge, adoring fans and tweet-happy music journos. Consumers were encouraged to socially share their experience, and were given tattoos and branded merchandise to wear across site and spread the word. Activision teams worldwide declared this campaign the ‘best-in class’ experiential response to core brand challenges.

Comfort was already the number one fabric conditioner, with 43.3% market share. However, the household category is very competitive, with promotional pressures across the board. Even a leading brand needs to show they are worth a premium with show-stopping, equity-building creative. The Comfort Intense Garden publicised the product in a tactile, visually compelling and sustainable way. It exceeded target media coverage by 200% and design publications lauded its creative finesse. Kick-starting a successful launch, it laid the ground for one of 2015’s big household product success stories. For one day only, inspired by the children’s classic novel ‘The Secret Garden’, a truly immersive and beautiful floral garment garden experience in the heart of the West End was filled with flowers made out of up-cycled old clothes. The clothing was crafted to resemble real blooms as much as possible, inviting visitors to get up close, so they could smell and feel the effectiveness of the fabric conditioner and take away samples. Celebrity mum Kimberley Walsh from Girls Aloud officially unveiled the garden to the public. 93% of consumers interviewed said they planned to tell friends and family and 92% would consider purchasing in the future.

Partner Partner

Experiential Creative Execution



Campaign

Brand Owner


Guitar Hero Live: The AmpActivision Blizzard Inc.SenseNick Swift Adam Curry


Cornetto: Beyond the ScreenUnileveriDRachel SmithLiam Danby

Spotify My TempoSpotifyWasserman ExperienceTom Caulfield Grant Campbell

Partner

Cornetto has set its sights on the crucially important yet elusive 16 to 24 year-old market. With endless competition for attention, brands need much more than just traditional advertising to reach ‘Generation Z’ – they need to entertain, involve and surprise. The Cornetto Beyond the Screen campaign built on Cornetto’s ‘Cupidity’ romantic short films campaign. Cornetto’s latest Two Sides film is a beautiful tale of young love and, for its premiere, the Beyond the Screen pop-up cinema used ground-breaking techniques to transport the viewer into the story, with binaural sound technology and unique point of view camera work which allowed consumers to switch viewpoints throughout the film. It then broke the fourth wall quite literally, inviting the audience to step through the cinema screen into a library set from the film. The film’s actual actors then led them through a live performance, featuring a choreographed song and dance show. Brand ambassadors gave guests personalised Cornetto samples in pairs to ‘tear and share’ with their friends, with a note encouraging them to tweet about their experience using #CornettoCinema. The experience attracted over 850,000 real-life impressions, with 6,305,727 social impressions for the hashtags #CornettoCinema and #TwoSides.

Use of Interactive Technology in

Promotions

Campaign

Brand Owner

Agency


Campaign




Spotify My TempoSpotifyWasserman ExperienceTom CaulfieldGrant Campbell

Road Respect: Spot RoadiNorthumbria Safer Roads Initiative (NSRI)Independent EventsJames RussellDanae Abadom

O2 wanted to target 50 key accounts in the mid-market business audience (companies with up to 2,000 employees) but calls from the O2 sales team and emails were not getting through. Businesses refresh their contracts every two years and sales cycles are long, with little differentiation between service providers. O2 had a key difference, Digital Advisors, dedicated staff available whenever companies need them. The agency came up with the idea of a direct mail pack including a personalised holographic ‘Digital Advisor in a box’ (nicknamed ‘Dave’) sent to IT heads at the prospects. Having researched each of the 50 companies, 50 customised scripts were created, in which the holographic Digital Advisor addressed IT heads by name, telling them what O2’s Digital Advisors could do to help their business specifically. Mailing packs were tracked to allow O2 to follow up swiftly with a sales call and immediately capitalise on the impression the DM pack had made. The direct mail creative helped warm-up the prospects and was an ice-breaker for the initial sales conversation. By being shareable, it also positioned O2 as a technology brand with stakeholders beyond the immediate recipients.

Partner

Use of Innovation

Campaign




Sony: Everyday ExtraordinarySony CorporationHaygarthCarlo MontemaranoSteve Rogers

Fiat 500 Icon Remastered

FCAInitials MarketingRachel Bateman Nick Presley

Partner

The Sony: Everyday Extraordinary campaign aimed to get ‘Tech Matures’ (young, professional males, tech-savvy and proud of owning the latest phone) to try out the new XPERIA Z3. For this audience, a demo can impact brand preference by 250%. But interaction is difficult in phone shops because of space limitations. The solution was a 90-day shopping centre tour balancing entertainment, education, and a strong drive-to-retail incentive. The Sony Wheel was a gamified installation which took the consumer on an exhilarating first-person journey, facilitated by the XPERIA Z3. Consumers’ steps powered the Sony adventure: the quicker they moved, the deeper they delved into the custom-shot video which seamlessly combined sounds and 3D graphics. 11 million people saw the activity, with 90,000 demos delivered (against a target of 75,000) – 60 times more than in-store demos would have reached. Sales increased at stores around the events by +319% during the activity and a +244% sales uplift even in the 6 weeks after the activity. In total, the campaign drove incremental sales worth £4.3m.

Campaign


Use of Social Media Channels

Campaign

Brand Owner




Freeview FreddyDTV Services Ltd.Jack Morton WorldwideMartine EveilleAndrew Thomas


#CheltenHAMGala Coral GroupSpaceLeigh ChapmanMat O’Brien

Sean Conway: Running BritainDiscovery Communications Inc.tpfNick GoodmakerAlex Gill

Creative Execution

Campaign


Creative Director


SuffocationKarma NirvanaLeo Burnett/ArcSofia SarkerPhillip Meyler and Darren Keff


NSPCC Share AwareNSPCCLeo Burnett/ArcSarah-Jayne LjungstormBeri Cheetham

The Comfort Intense GardenUnileveriDVictoria Fitzsimmons Liam Danby

The Cheltenham Festival is a highlight of the racing calendar and social media is integral to gaining share of voice with an increasingly sophisticated betting audience. New online/mobile users typically have multiple active accounts; the challenge was to get Coral talked about on social media so people would place their bets with it. The #CheltenHAM Festival of Micropig Racing activity mirrored Cheltenham proper except with micropigs, not horses. It engaged the online/mobile audience with fun content that got people talking, sharing and betting. The #CheltenHAM races were filmed and seeded using Twitter’s newly launched video function. Races were edited into a long and shortened format videos and Vines, including shots from a pig-mounted ‘Ham Cam’. Longer edits were released at 1.00pm each day and videos were also seeded across Instagram, Vine and Facebook using the hashtag #CheltenHAM. Fans could win free Cheltenham bets by guessing which pigs would win. Coral achieved 28% share of social media voice during Cheltenham, compared with second-placed Betfair on 16%. Socially referred traffic to coral.co.uk increased 478% and Coral saw a 95% increase in mobile bets and a 62% YOY increase in total bets.

Children have a lot of access to the web, increasingly private – 51% of parents

of 8-11 year olds don’t use parental controls. Meanwhile, digital social spaces

don’t verify users and self-regulation is a farce. Children are at risk like never

before: alone on the web, without the skills to keep themselves safe. The

NSPCC wanted to enable children to enjoy the web safely, by empowering their

parents to educate them in an accessible way. This is Stop, Look, Listen for the

YouTube generation. A simple, memorable instruction – ‘Be Share Aware’ –

covered a range of online behaviours, from sharing information about yourself

to sending photos. Animated films, launched on YouTube and Facebook,

dramatized the consequences of sharing too much. 10’ teasers on TV intrigued

and invited people to discover the full-length films online. They were designed

to trigger adult-child conversations, using a medium that both generations felt

happy sharing. There was advice on the Share Aware hub for parents. After four

weeks the campaign had a total of 54.8 million social impressions. It has

inspired around 250,000 parent-child conversations and anything up to 417,000

teacher-student conversations.

PartnerPartner

On-Pack Promotion

Campaign

Brand Owner


Coca-Cola 'Win a Ball 2015'Coca-Cola Great BritainBD NetworkRyan Newton Dan Claxton



Anchor Shake it, Squeeze it, Win itArla Foods

whynot! Nicki Webb Nigel Clifton

Partner

Soreen is a great British food brand and the UK’s leading malt loaf, but fans weremostly 55+. Soreen was consumed by only 28.5% of UK households; penetrationof recent NPD like Lunchbox Loaves was just 5.8%. The brand has strong healthcredentials, however, with lunchbox loaves meeting school food standards. Thechallenge was to engage and inspire ‘Mindful mums’ (18-44) with young familiesto choose Soreen in a crowded market full of major brands. The solution was anadded value on-pack prize draw using the hottest proposition of 2015, theMinions. The prize was the chance to attend a VIP Meet the Minions party hostedby Kevin, Bob and Stuart at Universal Orlando Resort, with the winners walkingthe yellow carpet and partying with their favourite Minions. All creative had to begrounded in the film – its story, its characters and its aesthetics – and there werestrict guidelines from the IP owners. This challenged the agency to innovate andcreate the unexpected. The result was a richer, added value promotionalexperience using all touchpoints which connected with families nationwide andgrew Soreen lunchbox loaf sales and household penetration.

Suffocation

Karma Nirvana

Leo/Burnett/ArcSofia Sarkar Phillip Meyler & Darren Keff

Partnership Marketing Campaign

Campaign

Brand Owner

AgencyAccount Director

Creative Director

Campaign


Soreen: Meet the MinionsSamworth BrothersBrass AgencyJoanne Schofield Dave Lambert

Campaign


Win with Chiquita and the Minions!Chiquita Brands Int. Inc.ATOM MarketingClare BraithwaiteSimon Jones

Eat Better Feel BetterScottish GovernmentUnion ConnectCaroline Cairns & Claire Prentice Michael Hart

Direct Marketing Campaign

Campaign


Creative Director

Campaign


Free BRIAN the Robot ToyAdmiral GroupATOM MarketingClaire Braithwaite Simon Jones

Campaign



Bupa: Out of the BlueBupa Plc.TLC MarketingNigel Samson & Hayley BarhamRob Scott

A partnership with the Minions (who LOVE bananas!) proved to be a commercial and creative solution for Chiquita. The Minions characters captivated and excited consumers in the commodity fresh fruit category to drive brand health and sales for the Chiquita brand across Europe. Chiquita bananas key markets in Europe are Germany, Netherlands, Belgium, Sweden, Finland, Switzerland, Greece and Italy. They have completely different fresh fruit category dynamics to the UK – branded bananas are sold at a premium price alongside private-label. Chiquita brand health (measured by brand health tracker) and sales have declined in recent years and in summer in particular Chiquita faces competition from other fruit, particularly berries, for shelf space. The brand needed a promotion that would work across language barriers and would defend its turf against the ‘berry attack’. The campaign saw the brand restored to growth, while a Minions competition to win a holiday to New York or London and a series of 32 collectable Minions character labels (applied to over 480 million bananas) over-performed against targets in every European market, with nearly a million competition entries.

Partner

O2 wanted to target 50 key accounts in the mid-market business audience

(companies with up to 2,000 employees) but calls from the O2 sales team and

emails were not getting through. Businesses refresh their contracts every two

years and sales cycles are long, with little differentiation between service

providers. O2 had a key difference, Digital Advisors, dedicated staff available

whenever companies need them. The agency came up with the idea of a direct

mail pack including a personalised holographic ‘Digital Advisor in a box’

(nicknamed ‘Dave’) sent to IT heads at the prospects. Having researched each of

the 50 companies, 50 customised scripts were created, in which the holographic

Digital Advisor addressed IT heads by name, telling them what O2’s Digital

Advisors could do to help their business specifically. Mailing packs were tracked to

allow O2 to follow up swiftly with a sales call and immediately capitalise on the

impression the DM pack had made. The direct mail creative helped warm-up the

prospects and was an ice-breaker for the initial sales conversation. By being

shareable, it also positioned O2 as a technology brand with stakeholders beyond

the immediate recipients.

Partner

Best Sponsorship Activation

Campaign


Campaign


Casillero del Diablo and Sky MoviesConcha y ToroPrettyGreenBen Knight Sam Stocking


Hit RefreshOcean SprayToucanNina McCoyGerry McEnroe

RBS Pedal Yourself ProudRBSLeith LinksJennie Pike Phil Evans & Troy Farnworth

Shopper Marketing Campaign

Campaign

Brand Owner


Campaign


Anchor Shake it, Squeeze it, Win itArla Foodswhynot! Nicki WebbNigel Clifton



Lucozade Energy: Find Your Flow 2015Lucozade Ribena SuntoryGrey ShopperSarada Nag Matt Spink

A decline in overall juice/juice drink consumption plus innovation in the chilled category drawing sales from the ambient aisle were problematical for Ocean Spray. Following research, the brand decided to change positioning from primarily medicinal to being about everyday vitality/wellbeing. The brand needed to push the product’s unique and invigorating taste experience and engage with the target audience at a more emotional level. A new creative theme, Hit Refresh, was developed and brought to life through the brand’s sponsorship of The Color Run, ‘the happiest 5K on the planet’. Over seven UK events nationwide, 75,000 runners and many more supporters saw participants passing through a series of colour stations and being doused in vibrant powdered inks before reaching the even more colourful Finish Festival. Ocean Spray reached out with a series of established and totally new event communication techniques, including samples and money off coupons in registration packs, guerrilla sampling in event cities, mobile juice drink sampling teams at all venues, branded ‘deely boppers’ and much more. Sales moved ahead 6% in the areas where the campaign was focused (around Colour Run locations) and all targets were over-achieved.

Partner

Soreen is a great British food brand and the UK’s leading malt loaf, but fans were mostly 55+. Soreen was consumed by only 28.5% of UK households; penetration of recent NPD like Lunchbox Loaves was just 5.8%. The brand has strong health credentials, however, with lunchbox loaves meeting school food standards. The challenge was to engage and inspire ‘Mindful mums’ (18-44) with young families to choose Soreen in a crowded market full of major brands. The solution was an added value on-pack prize draw using the hottest proposition of 2015, the Minions. The prize was the chance to attend a VIP Meet the Minions party hosted by Kevin, Bob and Stuart at Universal Orlando Resort, with the winners walking the yellow carpet and partying with their favourite Minions. All creative had to be grounded in the film – its story, its characters and its aesthetics – and there were strict guidelines from the IP owners. This challenged the agency to innovate and create the unexpected. The result was a richer, added value promotional experience using all touchpoints which connected with families nationwide and grew Soreen lunchbox loaf sales and household penetration.

Partner

Loyalty or Relationship Campaign

Campaign


Campaign


Creative Director

British Airways: Bringing Britain CloserBritish AirwaysTROLuci Beaufort-DysartNick Glazier



Celebrity RewardsCelebrity CruisesMotivforce Marketing & Incentives (MMI)Jasmine Miller Kerry Ovenden & Emily Rolfe

Mitchells & Butlers: Green CardMitchells & ButlersEagle Eye SolutionsJo TaylorJo Taylor

Trial and Awareness Campaign

Campaign



Lynx: Bigger IssuesUnileverTMW UnlimitedEmma NormanJeff Bowerman

Campaign


Dorset Cereals: The Life Begins at Breakfast LodgeAssociated British FoodsThe Circle AgencyRachel Bell Neil Hooper

Soreen: Meet the MinionsSamworth BrothersBrass AgencyJoanne Schofield Dave Lambert

Boutique British brand Dorset Cereals, known for high-quality muesli and granola, needed to stay front of mind as category leader with healthy cereal purchasers and convert new consumers. Muesli in particular has challenges: consumers see it as 'dry' and 'dusty'. The brand knows that experiential sampling overcomes misconceptions and attracts new customers. The ‘Life Begins at Breakfast Lodge’ campaign targeted primarily female 25-45 year old young professionals and 25-45 year old mums with young children. Already strong in the South, the campaign also aimed to take the brand nationwide. The Lodge was actually a trailer designed to look like a woodland lodge, linked to an on pack ‘win a woodland’ offer. It visited family music/harbour festivals, coastal towns, garden centres and tourist attractions, offering sampling from a ‘help yourself’ counter as well as breakfast bags (including two mini cartons of Dorset Cereal, yoghurt/milk and a coupon) delivered to tents, boats etc. Other activity including sampling to offices, sampling bikes in shopping areas and visits to supermarkets by the Lodge. All activity was backed up with Money Off Next Purchase Coupons.

Celebrity Cruises is a luxury cruise brand, operating in a highly competitive, price-driven market where travel agents in the B2B distribution channel have a vast array of holiday products to recommend and book for customers. They are bombarded daily with incentives and commissions so there is little brand loyalty. The challenge was to create a loyalty scheme that engaged and motivated UK and Irish travel agents to switch sell to Celebrity Cruises, rewarded them for upselling the booking and motivated them to continually sell Celebrity Cruises in order to increase overall revenue. The programme also had to be tailored to key travel agency partners/groups. All with limited budgets and short timeframe. The result is a programme that is user-friendly, engaging, motivating, lucrative and rewarding, yet true to the premium nature of the Celebrity Cruises brand. The programme over-achieved across the board, recruiting 8,740 travel agents, 75% over target and delivering twice the increase in average day spend by guests and increasing margins by double the target figures. Early bookings are at their highest ever rate and engagement levels amongst travels agents have improved significantly.

Partner Partner

Campaign


Warburtons Thin BagelsWarburtonsSavvy MarketingHelen BrimacombeJulian Gratton

Product Launch Campaign


Fiat 500 Icon RemasteredFCAInitials MarketingRachel Bateman Nick Presley

Partner

In September 2015, a new Fiat 500 was being launched across Europe. Fiat wanted an idea to immerse key media, consumers and dealers in the Fiat 500’s world. It is seen as a style accessory and extension of its driver’s personality –Fiat believes fans are defined by how they live their lives, not traditional demographics. The launch used experiential to showcase the car, with music playing a key role. The car was ‘Reloaded’ with new features, so rising star Ella Eyre ‘Remastered’ an iconic track (The Emotions, Best of My Love) and performed it live to an audience of journalists, celebrities and Fiat VIPs as well as passers-by, with the car playing an integral part in the performance. A giant ‘vinyl disc’ stage was built at Potters Fields Park next to Tower Bridge – when the car drove round the turntable, it triggered elements of the track. Footage from the event was used across social media. Other supporting activity included consumer competitions to win trips to the event and to Milan or Spotify subscriptions. The campaign delivered 812m media impressions and 2,516 visits to Fiat on the Opening Weekend.

Warburtons Giant CrumpetsWarburtonsSavvy MarketingHelen BrimacombeJulian Gratton

Campaign


Creative Director

Small Budget Campaign Multi Territory Promotions

Campaign


Campaign


Pepsi Max NUS Trade Show 2015Britvic Plc.iDNina Holland Liam Danby

J20 Limited Edition WEVEBritvic Plc.Savvy MarketingLauren Pickering Andy Craggs

PartnerPartner

Levi Roots: Music In Your GlassNichols PLCZEAL Creative LimitedRobert White Stewart Hilton

Campaign


Campaign


Win with Chiquita and the Minions!Chiquita Brands Int. Inc.ATOM MarketingClare BraithwaiteSimon Jones

Campaign

Brand Owner


Transit Centre Masters Programme 2015Ford Motor CompanyHavas PeopleEleni KonstantinouDan Gregory


Grolsch Global ToolkitSABMillerSavvy MarketingLauren Pickering Mark Woods

A partnership with the Minions (who LOVE bananas!) proved to be a commercial and creative solution for Chiquita. The Minions characters captivated and excited consumers in the commodity fresh fruit category to drive brand health and sales for the Chiquita brand across Europe. Chiquita bananas key markets in Europe are Germany, Netherlands, Belgium, Sweden, Finland, Switzerland, Greece and Italy. They have completely different fresh fruit category dynamics to the UK – branded bananas are sold at a premium price alongside private-label. Chiquita brand health (measured by brand health tracker) and sales have declined in recent years and in summer in particular Chiquita faces competition from other fruit, particularly berries, for shelf space. The brand needed a promotion that would work across language barriers and would defend its turf against the ‘berry attack’. The campaign saw the brand restored to growth, while a Minions competition to win a holiday to New York or London and a series of 32 collectable Minions character labels (applied to over 480 million bananas) over-performed against targets in every European market, with nearly a million competition entries.

Levi Roots Ginger Beer is relatively new to the soft drinks market. As a small brand with little marketing investment, it had low awareness with consumers and retailers and distribution was minimal. The drink targets teens looking to expand usual repertoire and, once tried, has strong repeat purchase rates (35%). The Levi Roots - Music In Your Glass campaign cleverly leveraged its small budget to compete head-to-head with global soft drinks giants by focusing spend regionally (in the Midlands) and on the independent retail channel. By targeting efforts regionally, Levi Roots could talk like a big brand (if only for a while) and increase penetration as a springboard for a national roll-out. Activity included an independent-only consumer promotion offering daily prizes of iTunes vouchers, free POS kits, a retailer competition to win Bluetooth Music Speakers every day by displaying the promotion in their chillers, MONP coupons for retailers and incentives for wholesaler direct van sales to encourage drivers to sell-in to shopkeepers. The campaign added more than 1,800 new listings (target 1,100) more than doubling distribution in the Midlands. Sales were ahead 39% despite a famously cold and wet summer.

JudgesChairmen

Judges

Partners

Official Photo Partner

Official Staffing Partner

Official Prize Partner

Drinks Networking Reception

Thank you to all our Sponsors for your generous support

THE IPM AWARDS 2016 · THE IPM AWARDS 2016 Graham Temple, Chairman Every year, we at the IPM are...

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Transcript of THE IPM AWARDS 2016 · THE IPM AWARDS 2016 Graham Temple, Chairman Every year, we at the IPM are...