5-STAR WINNER
READING & LITERACY
Agency: D''Arcy
Authors: Charlie Snow, Jo Reid
Clients: John Ross, Mel Brown for Department of Education &
Employment/COI Communications
Creative Director: Nick Hastings
Art Director: Carl Le Blond
Copywriter: Richard Russell
THE SUBMISSION
Advertising that mobilised parents to tackle 50 years of poor literacy levels among the nation's children. For decades in the UK, children's literacy skills have been worryingly below standard. Significant evidence suggested greater parental involvement was the key to improvement. This paper demonstrates how a DfEE advertising campaign overcame attitudinal barriers and lack of confidence among parents, mobilising them to become more active in their children's reading. It also won the support of the teaching profession.
The result: a fourfold rate of improvement in literacy skills among schoolchildren from lower socio-economic backgrounds.
THE JUDGES' VIEW
The judges found this entry made a very convincing case in a difficult context. It demonstrated a very clear attitudinal shift, and good strategic thinking within the significant constraints of a public service case. There was good use of statistics and good pull-through of advertising to action on the ground, accompanied by a thorough financial benefit analysis.
The case showed the value of advertising as a cost-effective communication vehicle that can do more than deliver 'profit'.
5-STAR WINNER
STELLA ARTOIS
Agency: Lowe Lintas
Author: Pete Brown
Clients: Jo Franks, Mandy Wraight for Interbrew UK
Creative Director: Charles Inge
Art Directors: Andy Amadeo, Vince Squibb
Copywriters: Mick Mahoney, Paul Silburn
THE SUBMISSION
Stella Artois' advertising has made it the UK's most desired beer brand; being reassuringly expensive for beer drinkers and reassuringly profitable for retailers. The 'reassuringly expensive' TV campaign for Stella Artois drives the brand's growth by creating a unique relationship with its drinkers which means they will change their drinking behaviour if the brand is present on the bar. They drink more premium lager, which is more profitable for publicans who, therefore, want to stock the brand more than any other draught lager. Distribution of Stella has grown massively as a result.
THE JUDGES' VIEW
A very convincing argument that made a strong impact on sales and share performance, despite price increases. The effect on trade demand is also well demonstrated and it showed a clear exposition of how advertising can improve distribution. The judges felt this was a great example of the benefits of a long-running, consistent campaign resulting in a huge payback.
5-STAR WINNER
SOLVITE
Agency: BDH TBWA
Authors: Roger Ward, Rebecca Durrans, Paul Keen
Client: Steve Collins for Henkel Consumer Adhesives
Creative Directors: Ken Bowden, Roy Woodward, Martin Anderson, Al
Dickman
Art Directors: Martin Anderson, Al Dickman, Ken Davies
Copywriters: Ken Bowden, Roy Woodward
THE SUBMISSION
How a big creative idea, consistently applied over 22 years, turned a market on its head and from a pounds 12 million investment created a net return of more than 500 per cent. The case proves that the business was first created by advertising; then distinguished and differentiated by its message, with its future profitability now protected by the strong brand values and the consumer preferences generated by the adspend. It also demonstrates that long-term advertising investment has added real and calculable value to the Solvite brand within a very tight budget.
THE JUDGES' VIEW
A very good and clear long-term case study with a strong effectiveness claim. It also provided an interesting look at the ability of advertising to suppress own-label penetration. A case where advertising kept the brand alive, convinced the trade of its future and gave it a long-term platform for growth.
