IPA Effectiveness Awards 2008: Gold Award - Acquisition Crime, Dave, KFC

campaignlive.co.uk, Friday, 07 November 2008 12:00AM

The Charles Channon Award for Best New Learning Sponsored by Campaign, The Simon Broadbent Award for Best Dedication to Effectiveness Sponsored by WARC, Best Media Sponsored by DDS.

ACQUISITION CRIME

SUMMARY

Theft costs British society an estimated £9.5 billion per year. Many of these opportunistic crimes can be easily avoided if people take simple preventative measures. The challenge was to find a single campaign idea that could motivate a core target audience most at risk of crime and demonstrate measures they could take to prevent it. Using a single, humorous campaign idea, executed through TV, radio and print, the strategy was to dramatise how thieves saw their victims as stupidly careless. The campaign reduced the cost of crime to the taxpayer by £189 million and generated a payback of £14 per every £1 spent.

JUDGE'S COMMENT

Acquisition Crime was a great campaign that used clever research and media and exhibited proof that was overwhelming. It was nice to see a change of approach in the way crime is tackled; the strategy was to use humour instead of fear to prevent opportunistic crime.

- Dan Cobley, marketing director, UK, Ireland and Benelux, Google

ACQUISITION CRIME
Title: Cutting the cost of crime
Client: Home Office
Entrants: RKCR/Y&R, The Home Office
Author: Alice Huntley, RKCR/Y&R
Contributing authors: Sharon Sawers, Emma Roberts, The Home Office
Media used: TV, national and regional newspapers, radio, out of home,
internet, interactive, DM, PR

IN A NUTSHELL

By dramatising how thieves saw their victims as stupidly careless, the campaign reduced the cost of crime to the taxpayer by £189 million and generated payback of £14 per every £1 spent.

DAVE

SUMMARY

All brands want to stand out in the crowd, but in TV these crowds are huge and many digital channels can appear anonymous. This paper shows how by rebranding uktvG2 as Dave and reframing its content as the 'home of witty banter', the channel achieved stand-out. The communications promoted the channel rather than the individual programmes, and gave Dave its own personality and tone of voice. This was achieved with PR and the use of high-impact, large-scale, back-lit outdoor sites across the UK's major cities, making its arrival unmissable. Its success attracted an additional eight million viewers and generated payback of £2.99 for every £1 spent.

JUDGE'S COMMENT

Dave was an excellent story of how rebranding the product without changing it produced an impressive scale of effect. The campaign did something no-one else has done in this market: it created an individual channel and gave it a name.

- Hilary Cross, director of external affairs, Macmillan Cancer Support

DAVE
Title: Now everyone has a mate called Dave
Client: UKTV
Entrants: Red Bee Media, UKTV
Authors: Hannah Yelin, Jonathan Wise, Red Bee Media
Contributing authors: Clare Phillips, Mills Wills, Red Bee Media; Emma
Boston, Liz Chandler, Luke Hales, Julia Jordan, UKTV; Sarah Goldman,
Selma Ali, IDS
Media used: TV, national newspapers, PR, posters

IN A NUTSHELL

Rebranding uktvG2 as Dave and reframing its content as the 'home of witty banter' attracted an additional eight million viewers and generated payback of £2.99 per every £1 spent.

KFC

SUMMARY

In 2005, as health concerns mounted among the general public, KFC was losing penetration, sales and market share, so the communications task was to bring lapsed users back to the brand. The appealing solution would have been to present KFC as new, improved and healthier. Instead, counterintuitively, it was decided that consumers should be reminded of the irresistible taste of KFC. As a result of this strategy, its fortunes turned around almost immediately, with sales and share value returning to growth. Using a combination of measures, the campaign demonstrated that advertising is a key driver of recovery, generating £328.05 million in incremental sales and payback of £4.30 incremental profit for every £1 spent.

JUDGE'S COMMENT

This paper shows how a high-risk strategy, alongside a back-to-basics philosophy, produced excellent results. KFC decided to focus on ideas of indulgence and the convenience of its product, which was a very brave decision considering the social concerns at the time over healthy eating. A great case of simplicity and clear strategy.

- Dan Cobley, marketing director, UK, Ireland and Benelux, Google

KFC
Title: Finger Lickin' Good Results: How celebrating taste reversed the
fortunes of KFC
Client: KFC UK
Entrant: Bartle Bogle Hegarty
Authors: Jude Lowson, Ed Booty, BBH
Contributing authors: Debbie Williams, KFC UK; Paul Dyson, Vishal Patel,
D2D; Patricia McDonald, BBH
Media used TV, out of home

IN A NUTSHELL

Reminding consumers of the irresistible taste of KFC generated £328.05 million in incremental sales and a payback of £4.30 incremental profit for every £1 spent.

This article was first published on campaignlive.co.uk

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