Feature

IPA Effectiveness Awards 2010: Bronze Award - Everest

Title: TV advertising is dead, long live TV advertising

Client: Everest

Entrants: MBA, Mindshare

Author: James Devon, MBA

Contributing authors: Steve Henderson, Giovanni Romero, Mindshare; Duncan Bland, Everest

Credited companies - Creative agency: MBA; media agency: Mindshare

Medium used: TV

IN A NUTSHELL

Everest reintroduced TV advertising with a fresh celebrity presenter contributing approximately £45.6 million in sales and a payback close to 4:1.

SUMMARY

Everest wished to double the size of its business just as the recession hit. With a heritage founded from the 80s "Ted Moult" adverts, Everest was tainted with outdated perceptions. The decision was made to reintroduce TV brand advertising using a fresh presenter, in order to reinvigorate the brand.

As a result, since 2007, Everest's core product sales have grown 5.39 per cent in a market that has declined 24.27 per cent. Econometrics show that the campaign has contributed approximately £45.6 million in sales and a payback close to 4:1. Moreover, the TV campaign heavily boosted internet leads, both directly and indirectly, which together have meant Everest was able to continue outperforming the market.

JUDGE'S COMMENT

Faced with outdated perceptions of the brand, Everest had a difficult task. This case proves that using a direct TV execution to a target market can deliver effective results for a small brand.

Lord Burns, chairman, Channel 4 and Santander UK; chairman of judges.

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