IPA ADVERTISING EFFECTIVENESS AWARDS 2000: COMMENDATION

campaignlive.co.uk, Friday, 10 November 2000 12:00AM

4-STAR WINNER

REAR SEATBELTS

Agency: Abbott Mead Vickers BBDO

Authors: Vanella Jackson, Helen Scott, Naomi Barker

Client: Charles Skinner for Department of Environment, Transport & the

Regions

Creative Director: Peter Souter

Art Director: Paul Brazier

Copywriter: Nick Worthington





THE SUBMISSION

'Sudden impact' describes Abbott Mead Vickers BBDO's campaign to persuade car passengers to wear rear seatbelts. The advertising dramatised the fact that in a low-speed accident an unbelted passenger can be thrown forward with enough force to kill someone in the front. The year's budget of pounds 750,000 was concentrated into one week, generating considerable third-party support and PR. The value of lives saved and injuries prevented represented a saving to the Government of pounds 73 million. The Government was so encouraged by these results, more money was subsequently allocated to rear seatbelt advertising.



THE JUDGES' VIEW

This campaign tapped into an interesting psychological dimension - that people are as concerned about how they might be perceived as they are for their own safety. It gave important learning for other public information activity. The judges found this a solid, well-argued case based on a good understanding of the key target group's attitudes and behaviour.

Timing and trends all point to a powerful advertising effect delivered with impact, despite a limited budget, via focused media buying. It demonstrated the snowball effect of good PR and third-party involvement from affected parties, such as car companies and police, in a way that gave the campaign real breadth and depth. It also reinforces the value of concentrating effort to achieve maximum impact.



4-STAR WINNER

FELIX

Agency: BMP DDB

Authors: Audrey Niven, Les Binet

Clients: John Montgomery, Calum Macrae for Friskies Petcare Ltd

Creative Directors: Larry Barker, Tony Cox

Art Directors: Alex Bamford, Dean Webb, Tony Whetton

Copywriters: Tim Cordell, Dean Webb, Mick Sands





THE SUBMISSION

The long-running advertising campaign featuring a mischievous little black and white cat called Felix delivered an 11 per cent increase in sales over five years and stole brand leadership from Whiskas. The campaign increased consumer demand and had a direct effect on distribution - providing significant new learning about how the advertising works. The rate of return on this investment was 67 per cent.



THE JUDGES' VIEW

The judges felt this was a good benchmark case, very clear and thorough which provided compelling evidence of the long-term effect of consistent advertising. It demonstrated the effect on loyalty, enabling price increases on distribution and on brand value.



4-STAR WINNER

LURPAK

Agency: BMP DDB

Authors: Vicki Holgate, Andrew Deykin

Clients: Frede Juulsen, Simon Eyles for Arla Foods

Creative Directors: Larry Barker, Tony Cox

Art Directors: Nick Gill, Dave Masterman

Copywriters: Nick Gill, Ed Edwards





THE SUBMISSION

This paper demonstrates how advertising, based on academic research, turned the butter market on its head. In just three years, the advertising grew a regionally based brand, Lurpak, to number one in the UK - dethroning the brand leader of almost 40 years' standing. The advertising paid for itself nearly one and a half times over, almost doubling Lurpak's value to more than pounds 100 million. This was remarkable in a declining market, characterised by decades of static market shares and entrenched tastes.



THE JUDGES' VIEW

The judges were convinced that advertising had made a contribution to business success and that the advertising effect had been disentangled from the product and distribution improvements. The role of direct marketing now has a good track record but it was felt to be good to have another convincing example. The paper was very good on the exploration of what to do with the long term number two brand. The 'total marketing' approach was excellent.



4-STAR WINNER

NO MORE NAILS

Agency: BDH TBWA

Authors: Roger Ward, Nicole ten Thij, Paul Keen

Client: Steve Collins for Henkel Consumer Adhesives

Creative Director: Mike Willig

Art Director: Edwin Jones

Copywriter: Edwin Jones





THE SUBMISSION

An adspend of not much more than pounds 1 million has paid back almost two-fold in profit to date, creating a new brand, a new category and a new reputation for Henkel. The No More Nails case proves that you don't need lots more budget to secure lots more sales. The net return on investment to date is approaching 200 per cent for a test market media spend of little more than pounds 1 million over three years, which has generated a new high-growth, high-margin category now worth pounds 15.9 million, and secured more than 60 per cent brand share.



THE JUDGES' VIEW

The judges found this a compelling case with overwhelming evidence not only on sales. It also proved the impact advertising can have, even with a small budget, on building client confidence, providing a springboard for range extensions and improving trade relations and boosting profit. It also highlighted the different impacts made by in-store advertising and media advertising and looked at long-term brand health.



4-STAR WINNER

NSPCC

Agency: Saatchi & Saatchi

Author: Jane Almey

Client: Marian Rose for NSPCC

Creative Directors: John Pallant, Matt Ryan, David Droga

Art Director: Dennis Willison

Copywriter: Kes Gray





THE SUBMISSION

'Advertising which leaves the public to fill in the blanks themselves is more powerful at lodging the issue of child cruelty in the public's mind.' How do you advertise an issue that people naturally want to turn away from? Don't show them abuse; lead them to imagine it. Saatchi & Saatchi and the NSPCC developed a campaign, linking accessible icons of childhood with sounds of child abuse. The result was a 33 per cent increase in awareness of the issue and 600,000 people signing the 'FULL STOP' pledge - many of whom have gone on to become active fundraisers and campaigners.



THE JUDGES' VIEW

The judges found this a good public service case based on perceptive research and planning in a difficult attitudinal context. It provided a clear demonstration of both an intermediate change in consumer attitudes and in donations through the pledge. The strategic insights upfront are excellent and the data on the impact/visibility of the advertising is compelling. It also contained very interesting anecdotal evidence on the effects on staff and on the abused.



4-STAR WINNER

SURF

Agency: Lowe Lintas

Author: Judy Stephenson

Clients: Sebastian Munden, Patrick Kalotis for Lever Brothers UK

Creative Credit: Lowe Lintas

Art Credit: Lowe Lintas

Copy Credit: Lowe Lintas





THE SUBMISSION

This paper showed how likeable advertising in the laundry category washed up dazzling results. At 7 per cent share, Surf is the fastest growing UK detergent brand of the past five years. But in 1994 it had just 2 per cent market share and had been delisted by Sainsbury's. Its resurgence can be attributed to advertising that changed the fortunes of the brand because it made people like it. This case proves that it was enjoyable advertising rather than communication of better performance or value that made Surf one of Unilever's 'power brands'.



THE JUDGES' VIEW

The judges agreed this paper demonstrated the restoration of a seemingly moribund brand to health. The way the case dealt with the importance of 'liking' in a category dominated by product performance claims was impressive. The agency turned conventional thinking about detergent advertising on its head and set out on a new advertising strategy which focused on 'likeability'. The scale of change for the brand in a market where change (without innovation) is difficult, was astonishing.



3-STAR WINNER

ARCHERS

Agency: Court Burkitt & Company

Author: Paul Warwick

Client: Philip Almond for UDV UK

Creative Directors: Jon Canning, Steve Chetham

Art Director: Marie Goodwin

Copywriter: Iain Hunter





THE SUBMISSION

How Archers survived a recession and prospered, putting down roots in the shifting sands of today's drinking culture.

Archers, launched on the back of the 80s cocktail boom, had hit a natural growth ceiling. An adaptive advertising strategy kick-started growth, encouraged trial, helped Archers weather further shifts in drinking patterns and also played a vital part in defending the brand from increased competition. Indeed, it now appears that drinking fashions are turning back towards Archers, presaging a further period of outstanding growth.



THE JUDGES' VIEW

A convincing case study that showed the turnaround of a brand's fortunes. A good demonstration of how creating a strong brand with good sales created increased distribution and protected against delisting. This example also included interesting mention of the effect of the advertising success internally within UDV to influence budget allocation decisions.



3-STAR WINNER

CROWN PAINTS

Agency: BDH TBWA

Authors: Nick Brookes, Nicole ten Thij, Gareth Rule

Client: Lisa Hone for Akzo Nobel

Creative Director: Nick Wray

Art Director: Nick Wray

Copywriter: Nick Wray





THE SUBMISSION

This case study demonstrates the contribution made by advertising in Crown's re-emergence as a powerful brand within the UK paint market. It highlights the power of advertising that 'breaks the rules' in not only delivering a profitable sales return, but in transforming the perceptions of a brand across a wide range of stakeholder groups. To date, sales attributable to advertising have exceeded pounds 30 million on an MMS reported investment level of pounds 7.3 million.



THE JUDGES' VIEW

A good example of how advertising revived a fading brand in the face of a dominant brand leader and own-label growth. Its biggest competitor, Dulux, outspent it, but Crown stole market share and traded at a premium price. A good case study of brand building which showed the benefits of price support and working with retailers, and the positive impact upon staff morale.



3-STAR WINNER

DAIRYLEA

Agency: J. Walter Thompson

Author: Olivia Heywood

Client: Chris Priest for Kraft Foods UK

Creative Director: Jaspar Shelbourne

Art Directors: David Mackersey, Jono Wardle, Joanna Mawtus

Copywriters: Siggi Halling, Andrew Singleton, Linda Morgan





THE SUBMISSION

Dairylea's transformation into a multi-purpose 'power brand' across existing and newly created categories has increased its value by more than double the total advertising investment. It has also transformed the English language. 'Dunking' no longer means dipping your biscuit in your tea, but a blonde in your spread. All is revealed in the Dairylea case on how cheese spread the word that it wanted to leap out of the fridge and into the playground.



THE JUDGES' VIEW

The effect of advertising on new products is notoriously tricky to prove, but this paper shows it can be done. A combination of marketing and advertising communication added to the success of the brand. The paper shows a wide range of evidence of its impact on sales and new product development. It explores multiple angles on the problem of NPD and the building of a power brand.



3-STAR WINNER

DOMESTIC ABUSE

Agency: Barkers

Authors: Chris Wallace, Nick Lang, Andy Jones

Clients: Chris Dempsey, John Rowell for The Scottish Executive

Creative Directors: Nick Lang, Norrie Leckie

Art Director: Norrie Leckie

Copywriter: Nick Lang





THE SUBMISSION

The campaign 'domestic bliss' has made a significant step in combating one of the evils in our society. With one in five women under threat, it raised awareness and set people examining their own attitudes to the issue. It follows campaigns such as 'drink driving' in dismissing the notion that there is ever an excuse for this behaviour, making it socially unacceptable. And thanks to the network of organisations, media and corporate sponsors, it will remain an issue.



THE JUDGES' VIEW

A very difficult area tackled with sensitivity. Ensuring that advertising has an effect can be problematic, but getting the stakeholders on board is a significant achievement. The judges admired the idea of providing a focal point to bring stakeholders together and establishing a permanent call centre demonstrated a concrete result. A public awareness case that showed the value of good research and planning in a complex and sensitive context.



3-STAR WINNER

FT.COM

Agency: Delaney Lund Knox Warren & Partners

Author: Marielle Hunt

Client: Paul Waddington for FT.com

Creative Directors: Greg Delaney, Gary Betts, Malcolm Green Art

Directors: Brian Stewart, Gary Betts, Ken Sara, John Sutcliffe

Copywriters: Greg Delaney, Malcolm Green, Jon Elsom, Peter Kew





THE SUBMISSION

You can't miss dotcom advertising - it has been the marketing phenomenon of the last year. Proven success, though, is conspicuously absent. This paper shows that advertising can build a dotcom brand and business too. It is the first dotcom campaign to be nationally recognised. More importantly, FT.com's growth has been 60 times its previous non-advertised performance. It is a clear demonstration of advertising's effectiveness in the new economy.



THE JUDGES' VIEW

A clear dotcom launch case and a very useful addition to the IPA Data Bank as it demonstrated a different business model and had some original measurement criteria. The comparison with other broadsheet- and business-based sites added to the credibility of the advertising effect.



3-STAR WINNER

KELLOGG''S NUTRI-GRAIN

Agency: Leo Burnett

Author: Janey Bullivant

Client: Mark Baynes for The Kellogg Company of GB Ltd

Creative Directors: Robert Gill, John Jessup

Art Directors: Mark Norcutt, John Jessup

Copywriters: Laurence Quinn, Robert Gill





THE SUBMISSION

The Kellogg's Nutri-Grain entry demonstrates the central role advertising can play in extending a brand into a new category. Through the power of its proposition, advertising recruited new consumers, drove distribution and won Kellogg's credibility in snacks. It also revitalised the cereal bar category. Its immediate sales contribution was pounds 23 million but its real benefit is immeasurably greater, creating a platform for further innovation in this market.



THE JUDGES' VIEW

The case had a good description of the strategy and the role played by advertising and presented a clear argument for the isolation of advertising effects. This was a strong FMCG example, which showed advertising promoting an original positioning rather than just a product. The pre-emptive strategy used Kellogg's brand credentials but minimised cannibalisation.It showed good thinking on market positioning, on category development and the effects on the trade.



3-STAR WINNER

MONEYEXTRA

Agency: BMP DDB

Authors: Paul Shearman, Sam Dias

Client: Patrik Oqvist for The Exchange

Creative Directors: Larry Barker, Tony Cox

Art Directors: Alex Bamford, Mark Reddy

Copywriters: Tim Cordell, Mark Reddy





THE SUBMISSION

The Moneyextra paper shows how advertising for internet companies is more successful when planning practices developed over decades are not compromised. In less than four months the campaign resulted in a 70 per cent uplift in traffic, a 300 per cent increase in revenue and a direct effect on share price. Furthermore, the paper provides a pioneering case study on how essential it is that internet companies focus on brand building, not just traffic.



THE JUDGES' VIEW

A good early example of how a pioneering dotcom can move at internet speed while retaining traditional discipline. It seemed very clear that advertising did make a contribution - the case study was very convincing in terms of timing comparisons of ads and site visits. It demonstrated a speed of response to meet demands of the dotcom world and showed some new measurement mechanisms appropriate to these.



3-STAR WINNER

TERRY''S CHOCOLATE ORANGE

Agency: BMP DDB

Authors: Matt Willifer, Andrew Deykin, Richard Reynolds

Clients: Ben Clarke, Sally Abbott for Kraft Foods UK

Creative Directors: Larry Barker, Tony Cox

Art Director: Mike Hannett

Copywriter: Dave Buchanan





THE SUBMISSION

Each execution in the Dawn French advertising campaign has had a favourable effect, not only on the advertised variant but also on the wider portfolio, the way it is managed and the attitude towards growth. It helped stretch the brand with a famous campaign, delivering both an overall brand theme and messages for individual variants. These advertising effects are related not just to sales, but also to distribution, unit costs, and the future role of new product development.



THE JUDGES' VIEW

A very robust FMCG case with some good strategic thinking on the value of creating a 'mother brand'. It included compelling twin arguments about the resulting positive effect on sales set against the possible negative consequences if the brand had not been supported by advertising. It made a convincing argument that advertising lifted sales and stemmed decline of the Chocolate Orange Bar variant.

2-STAR WINNER

GLENMORANGIE

Agency: 1576 Advertising

Authors: Ruth Lees, Jacob Wright

Client: Kenneth Fowler for Glenmorangie plc

Creative Directors: David Reid, Adrian Jeffery

Art Director: Ruth Yee

Copywriter: Chris Miller





THE SUBMISSION

1576 produced classic brand advertising for Glenmorangie, making the brand appear younger and more salient. This strategy yielded concrete results: a large increase in volume sales in year one, and an increased price premium in year two. Glenmorangie has made significant market share gains as a result and has changed the advertising landscape of the malt category.



THE JUDGES' VIEW

1576 developed a campaign which ran against the traditional vehicles of malt advertising. It showed clearly how price premiums can be built. An interesting two-stage approach to brand advertising - year one about sales volume and year two about value.



2-STAR WINNER

BLUEWATER

Agency: Banks Hoggins O''Shea/FCB

Author: Steve Hastings

Client: Amanda Longworth for Lend Lease

Creative Directors: David Alexander, Robert Fletcher

Art Director: Robert Fletcher

Copywriter: David Alexander





THE SUBMISSION

How brand advertising worked wonders in the retail sector. In launching Bluewater, Lend Lease set itself the task of reaching its projected third-year sales in just one year. The strategy adopted was to invest in brand advertising aimed at attracting higher spenders. By positioning Bluewater as a pleasurable experience, not just a collection of shops, it beat the sales forecast by 19 per cent and added significantly to the value of the brand.



THE JUDGES' VIEW

A good case study which presented 'retail' as a brand and provided new ground for the IPA Data Bank. Its task was made slightly easier by the fact this is a launch of a unique product. Nevertheless, it made a convincing case for the advertising effectiveness in bringing in new business and thus contributing to both the short- and long-term success of the brand.



2-STAR WINNER

CHICKEN TONIGHT: SIZZLE & STIR

Agency: J. Walter Thompson

Author: Eleni Papadakis

Client: Chris Springford for Van den Bergh Foods

Creative Director: Jaspar Shelbourne

Art Director: Jaspar Shelbourne

Copywriter: Jaspar Shelbourne





THE SUBMISSION

The key to success is to stand out from your competitors and making a song and dance about it proves the point. 'I feel like ...' Anyone who hasn't been living in a hole in the ground for the past few years will be able to complete that sentence. But have you ever wondered why companies run advertising like that? Answer: because this campaign using Ian Wright was one of the most successful ever run. This case explains all.



THE JUDGES' VIEW

This was commended for being a straight sales case for a new variant launch and a thorough analysis of how advertising works. This example recognised and accounted for distribution and pricing and payback measures in the accumulation of evidence. The main sales targets were met ahead of schedule and taken from competitors, not achieved by cannibalisation.



2-STAR WINNER

FRESCHETTA

Agency: BDH TBWA

Authors: Nick Brookes, Nicole ten Thij

Client: Ben Johnson for Schwan''s Europe

Creative Director: Danny Brooke-Taylor

Art Director: Gary Hulme

Copywriter: Danny Brooke-Taylor





THE SUBMISSION

This case study demonstrates the contribution made by 'category convention-breaking' advertising in the creation of a completely new product sector within the frozen market. This category now accounts for pounds 20 million of main meal pizza value sales, with Freschetta accounting for more than 75 per cent. Of Freschetta's pounds 14.8 million sales, pounds 7.5 million were effectively new to the frozen category. Of these, pounds 5 million were totally new to the grocery retail sector.



THE JUDGES' VIEW

An extremely convincing case, well presented and easy to follow. It included a thorough analysis with clear objectives and a well-defined competitive strategy. The judges were interested to see that the market potential study was done by the agency and noted the good planning thinking with regard to the strategy.



2-STAR WINNER

MYK MENTHOL

Agency: Schjelderup-Lund, Bendixen & Partners

Author: Morten Micalsen

Client: Nina Jutkvam Norve for Malaco Leaf

Creative Director: Harald Schjelderup-Lund

Art Director: John Kaare Raake

Copywriter: Ole Petter Tharaldsen





THE SUBMISSION

Is it possible for a small brand in a mature market to increase sales through advertising alone? By combining advertising planning and media planning, this case challenges traditional ways of thinking. It demonstrates how consumer insight in relation to a brand is important. Advertising can deliver a great return on investment even in a mature market, but probably not if media planning is based on pure demographics - which is usually the case in the Norwegian market.



THE JUDGES' VIEW

A nicely written case study, which included learning about how the advertising worked and about the use of models of advertising. It included a very interesting method of evaluation using STAS - the first use of this in an IPA paper. It demonstrated recognition of short- and long-term payback and showed a respectable effect on a mature market.



2-STAR WINNER

ORANGE JUST TALK

Agency: WCRS

Author: Anna Hutson

Client: Nicole Louis for Orange

Creative Director: Leon Jaume

Art Director: Tony Hardcastle

Copywriter: Murray Blackett





THE SUBMISSION

This case shows how when Orange turned its attention to the pre-pay market, it determined to do it by sticking to its brand principles. Its 'no ouch in our voucher' campaign helped catapult Orange from fourth position to market leader. The case calculates what proportion of Orange's unprecedented sales increase was due to the advertising and shows that this proportion produced a return of pounds 394 million on an advertising investment of pounds 9.61 million.



THE JUDGES' VIEW

A clear and focused paper that showed advertising's contributing to short-term sales success in the critical Christmas period. It made a convincing case for the advertising's effect, which combined sales effect with brand reinforcement. As a total study of good long-term brand building, Orange continues to be a shining example.



2-STAR WINNER

PG TIPS

Agency: BMP DDB

Authors: Jane Capper, James Hillhouse, Sam Dias

Client: William Brown for Van den Bergh Foods Ltd

Creative Directors: Larry Barker, Tony Cox

Art Directors: Annie Jaques, Paul Angus

Copywriters: Justine Walker, Ted Heath





THE SUBMISSION

This is the story of the pivotal role advertising played in relaunching PG Tips after it had lost brand market leadership. This was achieved using the flexibility of the chimp campaign, within a wider multimedia package, to add a rational underpinning to the brand without destroying its emotional appeal. In doing this, PG regained its position as Britain's number one tea.



THE JUDGES' VIEW

This case study was a classic example of new product development in the FMCG sector. It provided a thorough and convincing argument for advertising's effect on the new format launch.



1-STAR WINNER

KELLOGG''S COCO POPS

Agency: Leo Burnett

Author: Annette Mathers

Client: Guy Longworth for The Kellogg Company of GB LTD

Creative Director: Jonathon Budds

Art Director: Anita Davis

Copywriters: John Jessup, Robert Gill





THE SUBMISSION

The Kellogg's Coco Pops vote was a first in two-way advertising, giving children control over their brand. In 1999, a radical interactive advertising campaign, with ground-breaking use of the internet, was responsible for the sales recovery of Kellogg's Coco Pops. The name change to Kellogg's Choco Krispies was put to the vote. Children chose Coco Pops. The success of this campaign is demonstrated by the votes, which numbered almost one million and the sustained sales recovery, up almost 18 per cent over the year. As a consequence Kellogg's has since successfully exported similar interactive advertising to other European markets.



THE JUDGES' VIEW

This case study demonstrated that advertising communicated the interactive mechanic successfully and that there has also been a significant improvement in the brand's performance. It was commended as an innovative marketing example, which demonstrated both interactivity and how to turn a PR disaster into a success. It was well written and argued, providing analysis of both the problem and the set-up of the campaign. It included new learning on the power of interactivity as both media multiplier and to create more involvement.



1-STAR WINNER

1001 MOUSSE

Agency: BDH TBWA

Author: Lorna Pritchard

Clients: Chris Thompson, Mike Whetter for Cussons UK

Creative Director: Nick Wray

Art Director: Jason Hill

Copywriter: Doug Laird





THE SUBMISSION

How insightful segmentation and creative strategy defended 1001 carpet cleaning mousse against an aggressive competitor and the threat of delisting, thus assuring the long-term health and credibility of the 1001 brand. Some have argued that 1001 Mousse would not exist today if this impactful and relevant communication strategy hadn't been implemented in 1998. The 1001 case study proves that the campaign achieved its set objectives despite a limited budget.



THE JUDGES' VIEW

A very clear FMCG case, which demonstrated an increase in positive brand perceptions and intention to purchase. Sales increases were significant with minimal cannibalisation within the portfolio. It showcased the role of advertising within a portfolio and, in particular, at the unfashionable end of the market.



1-STAR WINNER

PERSIL

Agency: J. Walter Thompson

Author: Alison Turner

Client: Sebastian Lazell for Lever Europe

Creative Director: Jaspar Shelbourne

Art Director: Geoff Turner

Copywriter: David Rossiter





THE SUBMISSION

'How a dose of honesty helped put Persil back on top.' Persil Tablets was one of the most successful new product launches of the 90s. This success was driven by a unique combination of a manufacturing innovation and a radical rethink in terms of communications strategy. The advertising campaign, 'honesty', broke many of the rules of the detergent category and turned the sacred cows of Persil brand advertising on their heads.



THE JUDGES' VIEW

A good business case - the brand was an obvious success - that included thorough consideration of the effects on consumers, on internal audiences and on the media and the City. It demonstrated that advertising can do more than launch a new product successfully. It also gave a company new faith in itself and gave opinion formers renewed faith in the company.



This article was first published on campaignlive.co.uk

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