IPA ADVERTISING EFFECTIVENESS AWARDS 2000: COMMENDATION

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.