IPA Effectiveness Awards 2005: Bronze Award - Best New Learning - Sponsored by WARC

ATS EUROMASTER Campaign: A new paradigm for tactical retailer advertising Client: ATS Euromaster Agency: BDH\TBWA Principal authors: Steve McCarron, Peter Harris With contribution from: Kate Murphy, BDH\TBWA Media used: Print, radio, press

CASE SUMMARY

This campaign was based on the idea that "retail is detail" and that great tactical advertising is simply an extension of this, creating a return of £4.38 for every £1 of the £566,000 spend.

The strategy focused on key ATS Euromaster centres that had the potential to generate immediate, as well as future, business by delivering an impressive customer experience.

This strategy was based on the belief that unlocking the potential of these centres would be effective in turning around the overall performance of ATS. The campaign rejected a "one size fits all" approach. It transformed the way that tactical advertising can deliver a return to the business. The strategy created longer-term sales effects after the more familiar short-term uplifts, and delivered a more efficient return than the historical approach.

JURY'S VIEW

The paper presented a well-thought-through approach to a tough task. The judges were particularly impressed by the case's demonstration of sound business thinking and proof of results. The case offered good proof that advertised stores performed better than stores that did not advertise. The case perfectly demonstrated that it pays to be specific in good retail advertising.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).