Foster's 'Good Call' ad campaign wins IPA Effectiveness Grand Prix

Foster's long-running 'Good Call' ad campaign starring Australian comedy duo Brad and Dan has won the top prize at this year's IPA Effectiveness Awards.

The Heineken-owned lager brand and its agency Adam & Eve DDB scooped the Grand Prix at tonight's (27 October) awards ceremony at the London Hilton on Park Lane, where nine Golds were handed out.

Judges were impressed by the TV-led campaign’s impact on Heineken's bottom line. The work, which features Brad and Dan as agony uncles who advise men on their relationship problems, is credited with driving nearly 70% of Foster’s sales growth in the three years to September 2013, contributing to millions of pounds of extra sales and moving Foster’s from third to first place in the off-trade lager market.

The IPA said that the campaign achieved the highest estimated revenue return of any beer campaign in the 34-year history of its awards, with every £1 spent on advertising driving £32 in revenue.

Other winners on the night included Sainsbury’s, which picked up the gong for Best Dedication to Effectiveness, while Pancreatic Cancer Action by Team Darwin won in the Best Small Budget category.

Lord Davies of Abersoch, the chairman of Chime Communications and chairman of the judges, said: "Despite the variety of different categories, causes, creative, channels and conclusions, what underpins all of these winning campaigns is the clear, unquestionable return on marketing investment that they have generated.

"Any client in any doubt about the powerful effect advertising can have on a business need only skim these incredible papers to be amazed and convinced of this."

Special prizes

  • Grand Prix: Foster's, Heineken UK by Adam & Eve DDB

  • Effectiveness Network of the Year: OMD

  • Effectiveness Company of the Year: Grey London

  • Best Dedication to Effectiveness: Sainsbury's

  • Best Multi-Market: Only, Bestseller by Grey London and UncleGrey (Denmark)

  • Best Small Budget: Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin

  • Best International: National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand

  • The Channon Prize for Best New Learning: London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi

Gold winners

  • British Heart Foundation by Grey London

  • Renault UK by Publicis London and Manning Gottlieb OMD

  • Foster's by Adam & Eve DDB

  • London 2012 Olympic Delivery Authority / Transport for London by M&C Saatchi

  • Mercedes by AMV BBDO

  • National Depression Initiative by FCB New Zealand

  • Only by Grey London and UncleGrey (Denmark)

  • Pancreatic Cancer Action by Team Darwin

  • Specsavers by Manning Gottlieb OMD

  • Silver winners

    • Aldi by McCann Manchester

    • Public Health England by M&C Saatchi

    • Cuprinol by 18 Feet & Rising

    • EasyJet by VCCP and OMD

    • Everest by MBA and MediaCom

    • Fire Safety, Department for Communities and Local Government by RKCR/Y&R

    • Colombian Ministry of Defense by Lowe and Partners (Columbia)

    • ITV by ITV

    • Deutsche Telekom by DDB Tribal Group (Germany)

    • Premier Inn by RKCR/Y&R

    • McCain by PHD Media

    • Sainsbury's by AMV BBDO, Blue Rubicon, PHD Media and Sainsbury's

    • The Salvation Army by Mike Colling & Co and WPN Chameleon

    Bronze winners

    • Aviva by AMV BBDO

    • EDF Energy by AMV BBDO and Havas Media

    • Fairy by Grey London

    • First Direct by JWT

    • Garnier UltraLift by Publicis London

    • Kärcher by Kärcher UK

    • Lux by JWT Tokyo and Unilever (Japan)

    • Heart and Stroke Foundation of Canada by Lowe Roche (Canada)

    • Mattessons Fridge Raiders by Saatchi & Saatchi

    • McDonald's by OMD Denmark and DDB Copenhagen (Denmark)

    • Milo by Ogilvy & Mather (Malaysia)

    • Sensodyne Pronamel, GlaxoSmithKline by Grey London

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