Total Communications Programme

Total Communications Programme

Sainsbury's

Sainsbury’s won this category last year for its 2012 Paralympics sponsorship activity. That the supermarket has done it again is testament to a 2013 summer initiative that succeeded without the help of a huge national event.

One summer headache for parents remains constant – how to keep children entertained during the long school break without having to spend a fortune.

PHD’s response was to package Sainsbury’s summer media strategy into a single "boredom busters" campaign – a series of media executions that doubled up as ways for parents to keep their kids happy. A Bumper Book Of Summer containing lots of low-cost ideas was launched and supported with TV, print, social media and online advertising. It is cited as a factor in Sainsbury’s 4.4 per cent year-on-year sales increase.

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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