IPM - Awards - List of 2011 Winners

GRAND PRIX 2011

Campaign: Winter Twenty-Ten
Promoter: Visit Scotland
Agency: Blue-Chip Marketing
Account director: Zoe Munckton
Creative director: Ian Moore

This year, the IPM Awards 2011 Grand Prix winner was selected by a secret ballot of all 18 Final Panel judges. With four Golds in such completely different categories, the judges overwhelmingly went for VisitScotland’s Winter Twenty-Ten campaign, aimed at getting English and Welsh consumers to look at Scotland for a winter break, as this year’s Grand Prix winner.

The campaign, created by Blue-Chip Marketing, based in Edinburgh, won Gold awards in the following categories: Travel and Tourism; Not for Profit, Charity and Public Sector; Trial and Awareness; and Art direction. It also took a Silver for Copywriting and a Bronze for Commercial Partnership Marketing.

VisitScotland is a non-profit making non-governmental organisation charged by the Scottish Government with boosting tourism revenues by 50% by 2015. Other UK domestic, European and worldwide destinations and travel operators spend an estimated £1bn on advertising targeting UK consumers, which VisitScotland cannot match, so its marketing has to be innovative, engaging and cost-effective. It also has no physical ‘point of sale’ south of the border.

This campaign achieved all objectives, delivering 26.2 million opportunities to see (460% above target) and incremental winter tourism revenue 165% above target. Gross ROI was £311 for every £1 spent on the promotional activity. Research found that 34% of campaign respondents took a winter break in Scotland during the campaign period; 55% then booked again, for the summer or autumn.

IPM BRAND OWNER OF THE YEAR 2011

VisitScotland
The IPM Brand Owner of the Year goes to the client which gains the most awards across all of the different categories. Usually, it is won by one of the bigger consumer products companies, which will have gained a number of awards for a range of products. This year, however, our Brand Owner of the Year just has the one brand; and even more unusually, it is a public sector body, VisitScotland.

The Winter Twenty-Ten campaign for VistScotland, created by Blue-Chip Marketing in Edinburgh, took no less than four Gold awards in widely-differing categories, plus a Silver and a Bronze.

VisitScotland is a non-profit making non-governmental organisation charged by the Scottish Government with boosting tourism revenues by 50% by 2015.
Other UK domestic, European and worldwide destinations and travel operators spend an estimated £1bn on advertising targeting UK consumers, which VisitScotland cannot match, so its marketing has to be innovative, engaging and cost-effective. It also has no physical ‘point of sale’ south of the border.

Consumer research homed in on an audience of BC1C2 ‘Young Domestic Explorers’ – domestic referring to their propensity to take holidays in the UK – who are aspirational, busy and active, but with limited disposable income. They like touring, wildlife, culture and socialising.

The approach was to build coverage using prize draws who would provide consumers with a ‘winter white’ experience, in order to maximise participation. A total of 134 prize partners and 54 channel partners took part in the campaign.

IPM AGENCY OF THE YEAR 2011

Initials Marketing
The IPM Agency of the Year award goes to the agency which wins the most awards across the greatest number of campaigns, not necessarily the agency which wins the most awards. The purpose is to applaud the agency which has demonstrated the greatest ‘strength in depth’.

This year’s Agency of the Year, Initials, won six awards for six different campaigns. It took Gold and Silver in the Social and Personal Responsibility category with Danone UK’s Eat Like A Champ and Recyclebank’s Waste Not, Want Not respectively. In the Charity Partnership Marketing category, it took another Silver for the Bovril Great Outdoors Revival. And it took Bronzes in Art Direction (again for the Bovril Great Outdoors Revival), Brand Experience (for the Tropicana Breakfast Club Live campaign) and Shopping Centre Marketing (for the Cadbury Wishes Workshop).

Service Partner of the Year

SERVICE PARTNER AWARD 2011

Mosaic
For its contribution to The Say it with Scotch Pass the Parcel campaign
Client: 3M
Nominated by: OgilvyAction

The IPM is committed to recognising the vital part played by service companies in the successful execution of promotional marketing campaigns. Often, their contribution is overlooked, but we believe that they can be important to promotional marketing activity as the client and the agency.
Anyone who enters a campaign into our awards is asked on the entry form to list the service partner or partners which made a critical contribution to the success of that campaign.

Service partners which worked on campaigns that won Gold awards are then eligible for consideration for the Service Partner of the Year Award, and their respective merits are considered by senior members of the IPM Awards team before a winner is chosen.

This year, partnership and third party promotions specialists Mosaic Marketing won for its contribution to the Say it with Scotch Pass the Parcel campaign, which over-delivered against all three of its key business objectives.

CONSUMER AWARD 2011

Campaign: Help Give a Million Birds a Home
Promoter: Britvic Soft Drinks
Agency: The Marketing Store

The Consumer Award is the only category of the IPM Awards which is judged by actual consumers, rather than experts drawn from the promotional marketing industry.

This year, our consumer panel found it a hard task to pick a winner, with two very strong campaigns in contention. The group had to go to a number of votes before Help Give a Million Birds a Home narrowly took the trophy.
The winning campaign is for Robinsons be Natural, a range of fruit squashes with no artificial colours, preservatives or sweeteners, the only major brand to offer this.

Britvic launched with TV advertising but needed to run additional impactful in store activity to break through in the commoditised squash category. The target audience was ABC1 mums looking for additive-free squash for their kids, the kind of mums who want to encourage their children to explore the natural world around them.

The theme, ‘Help Give a Million Birds a Home’, picked up on the TV ad, which showed a bird arriving home after a hard day, landing on the perch outside its birdhouse and then going inside – but the inside, Tardis-like, is huge, furnished like a human house, with TV, sofa and a ‘cuckoo’ clock with a little man who pops out and says ‘hello, hello, hello’…

The promotion featured an offer of a free birdhouse with every purchase and endorsement from the Royal Society for the Protection of Birds.

IPM EDUCATION AWARDS

Education Award In addition to celebrating the best of the promotional marketing campaigns from 2010, the IPM is also using the opportunity our awards gala dinner offers to recognise and congratulate the top scoring students in our world-renowned education programs.

The top scoring students on our core education courses are all being presented with special certificates to mark their achievement.

Mark Lambert of TMSW was the student with the highest marks in the IPM Diploma in Promotional Marketing (First Intake);

Norma Gray was the highest scorer in the IPM Diploma in Promotional Marketing (Second Intake);

Becky Gibbs, Olivia Fraser and Doug Rae, all from P&MM Ltd, were the joint highest scoring students in the IPM Diploma in Motivation;

Nicola Jarvie of Union Connect came top in the IPM Certificate in Promotional Marketing;

Rachel Bell of The Circle Agency was the best performer in the IPM Certificate in Experiential Marketing;

And Alison Sugden of Metro scored highest in the IPM Certificate in Digital Promotions.

IPM GENERATION GROUP ONE TO WATCH AWARD

IPM Generation One to Watch Award The IPM Generation group was set up to give a voice to younger people within the IPM and the wider promotional marketing industry. As part of its remit, the group established its ‘One to Watch’ award, which goes to an individual aged under 35 who has worked on a campaign nominated for the IPM Awards 2011.

After long discussion, the Generation Group decided that this year’s ‘One to Watch’ award should go to David Sweeney, a Senior Designer from Grass Roots Group, for his work on the Marks & Spencer ‘Spotlight’ employee recognition programme.

NOT FOR PROFIT

VisitScotland GOLD
Campaign: Winter Twenty-Ten
Promoter: Visit Scotland
Agency: Blue-Chip Marketing
Account director: Zoe Munckton
Creative director: Ian Moore

SILVER
Campaign: The Big March
Promoter: Beatbullying
Agency: Beatbullying/Arnold KLP
Account director: Karen Delaine-Smith
Creative director: Andrew Watkinson

UTILITIES, TECHNOLOGY & TELECOMS

GOLD

Campaign: O2 Goals!
Promoter: Telefonica O2 UK
Agency: Blue Chip Marketing (UK) Limited
Account director: Kim Coventry
Creative director: Stewart Hilton

Although not an official partner, O2 wanted to build on the excitement generated by the 2010 World Cup to get consumers to request and then activate their free O2 Pay & Go sim cards. The campaign forged a direct link between O2 top ups and England’s success and also used social media to create a viral hit. Consumers only had to top up a free sim with £15 to get the chance to get £5 cash back for every goal England scored. For non-England fans, there was the alternative to get £5 for each goal the team conceded. The campaign tripled activations while coming in 12% under budget. It was O2’s most successful Pay & Go activation ever.

SILVER

Campaign: Nokia N8 - Capture life like the movies
Promoter: Nokia
Agency: JWT
Account director: Sarah Doery
Creative director: Dave Woods

BRONZE

Campaign: Pioneer Forward
Promoter: Pioneer Europe NV
Agency: River Marketing
Account director: Andrew Baxter-Parsons
Creative director: Zachary D'Arcy Willett

FOOD

GOLD

Campaign: Unilever Peperami 'Fanimal'
Promoter: Unilever UK Limited
Agency: Billington Cartmell
Account director: Alex Michael
Creative director: Beri Cheetham

Peperami wanted to use the key snacking period around the 2010 World Cup to drive trial and build relevance with its key audience, 18 to 24 year old ‘blokes’, while also appearing cool and engaging for its secondary under-16 audience. The solution was the Peperami Fanimal, an impact-activated rubber shouting mascot with a repertoire of comically insulting phrases about rival teams, the perfect spokesperson for blokes’ footie frustration. The promotion offered consumers the chance to win one of 1,000 Fanimals every day and was communicated on 10 million packs. Entry was via SMS, with winners redeeming online. Sales uplift was nearly four times target, while entries were more than 50% ahead. Brand penetration increased from 13.6% to 14.4% in a crowded marketplace.

SILVER

Campaign: Rachel's 'Made with Love'
Promoter: Rachel's Organic
Agency: Haygarth Group Ltd
Account director: Polly Burke
Creative director: Steve Rogers

BRONZE

Campaign: Müller Ladybirds for Little Stars
Promoter: Müller Dairy UK Ltd
Agency: Blue Chip Marketing (UK) Limited
Account director: Natalie Ungurian
Creative director: Stewart Hilton

BRONZE

Campaign: Cheestrings Top Trumps
Promoter: Kerry Foods Ltd
Agency: The Marketing Store
Account director: Haidee Elise
Creative director: Shelford Chandler

HEALTH, FASHION & BEAUTY

GOLD

Campaign: Aussie to the Rescue
Promoter: P&G UK
Agency: Ballistic Marketing
Account director: Gwyn Humphreys
Creative director: not disclosed

Aussie is a discovery brand that relies upon below-the-line marketing and Word of Mouth to increase market share, brand awareness and sales. The new ‘Take the Heat’ range was its first new product launch in a while. Aussie wanted a uniquely Australian promotion: the result was the Australian Lifeguards, ‘Hunks in Trunks’ dealing with hair care disasters and real life dramas alike. Nationwide experiential drove consumers online to enter a competition for either a Hair Rescue (free product) or a Real Life Rescue – something life-changing chosen by consumers to a maximum value of £5,000. Hair rescues were delivered to either home or office and were filmed and posted on Facebook. The campaign was uniquely ‘Aussie’ and delivered huge WOM and trial.

SILVER

Campaign: Brilliant Sparkle Roadshow
Promoter: Church and Dwight UK Ltd
Agency: SMP
Account director: Sharon Oliver
Creative director: Rob Ellingham

BRONZE

Campaign: Savlon ‘One Big Adventure’
Promoter: Novartis Consumer Health
Agency: SMP
Account director: Sharon Oliver
Creative director: Rob Ellingham

ALCOHOLIC DRINKS

GOLD

Campaign: Smithy the Horse - John Smith's
Promoter: Heineken UK
Agency: Space
Account director: Sean Kelly
Creative director: Paul Iaquaniello

Ale brand John Smith’s has been sponsoring horse racing for 50 years. The brand wanted to use this to involve its loyal drinkers more in the sport they love by offering them a share in a real racehorse, called Smithy. The proposition was simple, in line with John Smith’s ‘No Nonsense’ positioning – ‘Buy a pint. Get a share.’ Participating consumers could go online to get exclusive racing experiences and the right to vote on key decisions about Smithy the Horse’s racing season. There were also Grand National Sweepstake kits, free £1 bets and BOGOF race ticket offers. Everything was supported with a truly integrated marketing campaign. The activity over-delivered against all key performance indicators, and 10,000 people now own a share in Smithy.

SILVER

Campaign: WKD Win Nothing
Promoter: Beverage Brands
Agency: Elvis
Account director: Natasha Bedford
Creative director: John Treacy

BRONZE

Campaign: Bell's Route to Richer Taste
Promoter: Diageo
Agency: The Pulse Group Ltd
Account director: Fenella Rogers
Creative director: Tony O'Brien

CHANNEL ENGAGEMENT

GOLD

Campaign: Jaguar Racing Line
Promoter: Jaguar UK
Agency: River Marketing
Account director: Simon Porri
Creative director: Zachary D'Arcy Willett

Jaguar wanted a premium incentive programme that matched the brand. The answer was an online scheme with fewer, higher-quality rewards, with different elements for teams and individuals, and weekly, quarterly, biannual and annual rewards. Everything was supported with a personalised website hub, online games and live prize draws. Dealer principals could compete for a trip-of-a-lifetime to Zambia and South Africa, sales managers competed for exclusive rewards such as a luxury wine tasting weekend or a trip to Chamonix and sales executives could win prizes such as high-end hi-fi equipment. 90% of dealer staff logged on, with an average of 31 visits per person; 14% more dealerships achieved 100% or more of target; market share increased on specific car models highlighted in the programme.

FINANCIAL & PROFESSIONAL SERVICES

SILVER

Campaign: first direct re:solutions
Promoter: first direct
Agency: Dialogue141 Ltd
Account director: Andy Pugh
Creative director: Jon Ashwell

HOUSEHOLD & PETCARE

GOLD

Campaign: Say it with Scotch - Pass the Parcel
Promoter: 3M
Agency: OgilvyAction
Account director: Debbie Ellison
Creative director: Greg McAlinden

3M’s Scotch brand pioneers innovative technology and launches products designed around the needs of the consumer, but it was struggling to communicate this message to users and leverage it as a point-of-difference in a crowded marketplace. The objective of the campaign was to raise awareness of Scotch Pop-Up Tape and the Scotch brand. This was achieved through an online Pass the Parcel game. Facebook ads and strategic online seeding sent consumers to the game microsite where they could unwrap their parcel to see if they had won prizes ranging from Scotch products through to iPod Shuffles. In four months, the site attracted 450,000 game plays; by campaign end, Scotch had collected 40,000 email addresses, twice its target.

SILVER

Campaign: Plenty 'Wipe Up and Win' with Juan Sheet
Promoter: SCA Hygiene Products (UK) Ltd
Agency: Chemistry Communications plc
Account director: Jane Watson
Creative director: Rob Trono

BRONZE

Campaign: Unilever - Surf 'Flower Man'
Promoter: Unilever UK Limited
Agency: Billington Cartmell
Account director: Claire Knowles
Creative director: Beri Cheetham

CUSTOMER SERVICES PROGRAMMES

GOLD

Campaign: The Golden Ticket
Promoter: British Gas
Agency: P&MM
Account director: Adrian Duncan
Creative director: not disclosed

2009 was the year of the customer for British Gas Pay as you go Energy (BGPAYGE), with the focus on delivering premium customer service. The Golden Ticket was created to promote excellent customer service and increase call quality at individual, team and customer service group level. It was split into The Golden Call, focused on qualitative measures, and The Golden League, focussed on quantitative measures. High impact prizes were awarded quarterly and a range of smaller prizes awarded weekly and monthly. The Golden Ticket provided direct ‘what’s in it for me’ reinforcement to the ‘Year of the Customer’ and a measurement structure that helped show how each agent directly influenced it. 89% of staff actively participated in the incentive.

SILVER

Campaign: Nokia N8 - Capture life like the movies
Promoter: Nokia
Agency: JWT
Account director: Sarah Doery
Creative director: Dave Woods

MEDIA

SILVER

Campaign: Eden's Top Wildlife Attraction 2010
Promoter: UKTV
Agency: Mediator
Account director: Caroline Brosnan
Creative director: not disclosed

BRONZE

Campaign: Telegraph Subscriber
Promoter: Telegraph Media Group
Agency: Flourish
Account director: Natasha Woolley
Creative director: Keith Nichol

RETAIL & HOME SHOPPING

GOLD

Campaign: Currys Cash for Goals
Promoter: Dixons Retail Limited
Agency: Positive Thinking
Account director: Annie Lord
Creative director: Currys in house

Major sporting events, particularly those involving football, are key triggers for TV purchase, particularly for high-end models. Currys, which had no official sponsorships with FIFA, wanted to capture the excitement of the 2010 World Cup to drive market share growth. The Cash for Goals concept was simple – anyone who bought a TV for £599 or more would get £10 cash for every goal England scored. The promotion was supported with a multi-channel strategy, including press, TV, email, in-store and on-line (with a viral penalty shoot out game). Currys saw TV sales go up 40% (compared with 10% for the overall market) by volume year-on-year and 50% by value. It sold 30% more TVs than during the previous World Cup.

SILVER

Campaign: New Look - Seasonal Rewards for store cardholders - Free Pamper Treats
Promoter: New Look Retailers Ltd
Agency: Inspire
Account director: Jodi Hamilton
Creative director: Yen Wolstencroft

BRONZE

Campaign: Morrisons 'Let's Grow'
Promoter: Wm Morrison Supermarkets plc
Agency: Billington Cartmell
Account director: Jamie Maker
Creative director: Beri Cheetham

EMPLOYEE RECOGNITION

GOLD

Campaign: The Bee's Knees
Promoter: Everything Everywhere Limited (Orange and T-Mobile)
Account director, The Alternative: Tim Bleszynski Creative Director, The Alternaitve: Gavin Martin Account Director, Grassroots: Francis Goss

Orange and T-Mobile launched their joint venture, Everything Everywhere, during 2010. Recognition is key to ensuring a motivated workforce in any new organisation. The Bee’s Knees, inspired by the humble bee, involved a strong visual identity and behaviours that could be harnessed to drive teamwork. A range of bee assets, a bee lexicon and bee-haviours were developed, supported with training and online activity. The reward structure catered for individuals, teams and virtual teams, with instant win behaviour awards, thanks wallets, certificates, discretionary rewards and ‘pollen points’ which could be banked for bigger rewards. In roughly three months after launch in September 2010, 78% of the target audience registered, more than 15,000 rewards were given out and £60,000 ‘Pollen Points’ were issued.

BUSINESS TO BUSINESS

GOLD

Campaign: The Palm Sales Apprentice
Promoter: Palm Europe Ltd
Agency: Haygarth Group Ltd
Account director: Steven Gray
Creative director: Steve Rogers

Palm needed to get O2 sales staff to start recommending its smartphones. A six week training and motivation programme across 450 stores in 37 areas, based on a parody of The Apprentice, saw store ‘ambassadors’ given a handset and training. ‘Sir Alan’ issued daily tasks via the handsets. Completing them generated rewards for ambassadors’ stores. Best-performing ambassadors in each area won a VIP night out for their store, and the chance to win a trip for four to Las Vegas. Respondents loved the campaign: brand knowledge went up 76% and 80% of ambassadors spoke positively to friends about the experience. During the first five weeks of the activity, sales (which had been declining) rose by 180%, without any other marketing activity.

BRONZE

Campaign: When Three Become One
Promoter: Kaseya
Agency: Metia Ltd
Account director: Benedikt Humm
Creative director: Sam Howard

NEW PRODUCT LAUNCH / RELAUNCH

GOLD

Campaign: Nokia N8 - Capture life like the movies
Promoter: Nokia
Agency: JWT
Account director: Sarah Doery
Creative director: Dave Woods

Nokia had to convince store and call centre staff that it was a serious competitor in the smartphone market compared with Apple, Blackberry and Samsung. The N8 was designed to reassert Nokia position as a technology leader. Launch activity generated excitement amongst sales staff about N8’s cinematic capabilities, particularly the ability to take HD quality video. Metal film crew style cases contained soundboards which played Hollywood blockbuster trailer voice-overs announcing the N8’s key selling points, actual N8 phones or USBs with N8 content, reference material, popcorn, T-shirts, badges and pens. Training activity based on an ‘Agents vs Aliens’ movie theme encouraged staff to film their own movies to win prizes. By the end of the first week on sale, nearly 50,000 N8s had been sold.

SILVER

Campaign: The launch of the Asda Student Shopper Card
Promoter: Asda
Agency: Savvy Marketing
Account director: Joanne Sheard
Creative director: Mark Woods

BRONZE

Campaign: Migration from Charmin to Cushelle: ‘Same irresistible product. Brand new name.’
Promoter: SCA Hygiene Products (UK) Ltd
Agency: Chemistry Communications plc
Account director: Sarah Andrews
Creative director: Rob Trono

SALES INCENTIVE PROGRAMMES

AUTOMOTIVE & CONSUMER DURABLES

GOLD

Campaign: Mercedes-Benz Vans: Van Sales Academy World Cup
Promoter: Mercedes Benz UK
Agency: River Marketing
Account director: Nadia Diluizo
Creative director: Zachary D'Arcy Willett

Mercedes Benz Vans wanted its dealers focused on more profitable business opportunities (such as higher-margin finance/leasing/service packages) and longer-term relationship-building with customers. The program was built around the World Cup. At the start, dealers went into a league, ranked according to sales figures, then linked with the appropriate World Cup team – the first place dealership was Brazil, the lowest North Korea. Dealers were measured on performance compared with targets, plus bonuses if ‘their’ World Cup team did well. The top three ‘teams’ got rewards. The top eight dealerships then played a 5-a-side championship at Derby County, with a professional FA referee and TV commentator. There was a link with TalkSPORT, videos of regular ‘keepy uppy’ competitions, Facebook postings and Twitter feeds.

SILVER

Campaign: Peugeot RCZ - It Chooses You
Promoter: Peugeot UK - RCZ
Agency: EHS 4D
Account director: Ingo Auer
Creative director: Ingo Auer

COPYWRITING

GOLD

Campaign: Scrumpyshire
Promoter: Jygsaw Brands Ltd
Agency: Steam UK Ltd
Account director: Chris Golding
Creative director: Nick Spink and Stephen Lynch

Scrumpy Jack is not suitable for the ‘over ice’ serve driving much category growth recently. It needed to reach its core audience (AB male ‘career guys’, 25-45, like UK holidays, read quality papers). Ads in broadsheets and London-centric dailies, poster ads, a Scrumpyshire website, an on-pack competition for a luxury cottage break and a partnership with the Guardian all used quintessential English humour. The Guardian website featured ‘Scrumpyshire’ content including quizzes and a travel report. The brand’s own website parodied a village paper, The Scrumpshire Gazette, with content updated regularly. The promotion drove significant growth in volume and value sales in the off-trade, while both websites had significant numbers of unique users and high average dwell times, due to the involving copy.

SILVER

Campaign: Winter Twenty-Ten
Promoter: Visit Scotland
Agency: Blue-Chip Marketing
Account director: Zoe Munckton
Creative director: Ian Moore

SILVER

Campaign: Eurostar High Speed Theatre
Promoter: Eurostar International Limited
Agency: BEcause Limited
Account director: Matt Lawrenson
Creative director: Natasha Blevins

SOCIAL & PERSONAL RESPONSIBILITY

GOLD

Campaign: Eat Like a Champ
Promoter: Danone UK
Agency: Initials Marketing
Account director: Eddie Mills and Nick Goff
Creative director: Allan Guy

Danone addressed child obesity in a promotion to encourage Year 6 primary school children in deprived inner London boroughs to eat healthily and take exercise. The six-week campaign in the run-up to the summer holidays featured a website with information for kids, parents and teachers and printed toolkits. Weekly lessons covered distinct subject areas such as ‘5 a day’, ‘nutrients’ and ‘energy balance’. Each lesson had a pre-recorded video introduction featuring members of dance troupe Diversity. More videos of Diversity doing special dance moves could be shown to kids as rewards for successfully finishing tasks. The climax of the campaign saw participating schools attending a dance display by Diversity at the O2 Dome, where kids got to dance with Diversity.

SILVER

Campaign: Waste Not, Want Not
Promoter: Recyclebank
Agency: Initials Marketing
Account director: Lucy Savage and Nick Goff
Creative director: Chris Perowne

BRONZE

Campaign: Asda Sporting Chance
Promoter: Savvy Marketing
Agency: Asda
Account director: Sarah Dennis
Creative director: Mark Earnshaw

TRIAL & AWARENESS

LONG TERM RELATIONSHIP MANAGEMENT

GOLD

Campaign: WF Ultimate 2010
Promoter: WF Electrical
Agency: Platform
Account director: Trish Curtis
Creative director: Nigel Biller

WF is an electrical distributor in an industry declining by 8% a year. Most customers are promiscuous, with multiple accounts with big and small distributors. WF had a successful loyalty programme, Ultimate Thumbs Up!’ but it needed refreshing to increase registered users and average spend and get lapsed customers back. Ultimate 2010 was made exclusively online, and the points system was changed, with targets added and bonuses for spending over target and for non-transactional behaviour like completing surveys. Manufacturers could promote their brands and sponsor extra points. Monthly statements were alerted via mobile and email. 57% of WF’s account database registered, 13 percentage points higher than the previous scheme, with average spend up by 18%.

SILVER

Campaign: Morrisons 'Let's Grow'
Promoter: Wm Morrison Supermarkets plc
Agency: Billington Cartmell
Account director: Jamie Maker
Creative director: Beri Cheetham

BRONZE

Campaign: Telegraph Subscriber
Promoter: Telegraph Media Group
Agency: Flourish
Account director: Natasha Woolley
Creative director: Keith Nichol

BRAND EXPERIENCE

GOLD

Campaign: Lord's Roar Booth
Promoter: Marylebone Cricket Club
Agency: Amp London
Account director: Kristiana Grant
Creative director: Simon Haslehurst

UK-resident Bangladeshis thought Lord’s was elitist and too far away (even though the biggest community is in London). To sell them tickets for England vs Bangladesh at Lord’s, the Lord’s experience went to London’s Banglatown. The slogan, ‘We need your Roar!’, resonated with Bangladeshis’ love of cricket and pride in their team, the Tigers. A Roar Booth was set up, with locals filmed roaring their support. Best roars, judged by the Tigers themselves, won tickets and exclusive merchandise. Roars were posted online to share with family and friends. The booth took cash (Banglatown residents don’t like credit cards) and offered group discounts. 56% more tickets were sold than for the last Bangladesh test, with an ROI of £1.80 for each £1 spent.

SILVER

Campaign: Coca-Cola Christmas Truck Experience Tour
Promoter: Coca-Cola Great Britain
Agency: BD Network
Account director: Dee Arthur
Creative director: Aaron Martin

BRONZE

Campaign: Tropicana Breakfast Club Live
Promoter: PepsiCo UK & Ireland
Agency: Initials Marketing
Account director: Chris Wareham and James Willoughby
Creative director: Allan Guy

BRONZE

Campaign: Nokia N8 - Capture life like the movies
Promoter: Nokia
Agency: JWT
Account director: Sarah Doery
Creative director: Dave Woods

EXPERIENTIAL MARKETING AT POINT OF SALE

Savlon GOLD

Campaign: Savlon: one big adventure
Promoter: Novartis Consumer health
Agency: SMP
Account director: Sharon Oliver
Creative director: Rob Ellingham

Savlon wanted to educate mums about its product range and its ‘3-step’ message: clean, treat, protect. Mums want to protect kids but let them explore, according to research; so the campaign featured a huge attention-grabbing inflatable course in shopping centres next to key retailers. Kids took the 3-step challenge, collecting over-sized packs of non-medical products (e.g. plasters) and putting them in the right boxes (Savlon is a medical product and cannot use sampling or market directly to kids). Meanwhile, brand ambassadors explained the 3-step process to mums. If they then went to the nearest Boots or Superdrug, bought two Savlon products and returned to the stand, they got a free picnic gift. Sales uplift was on average 490% while the activity was on-going.

SILVER

Campaign: Timberland: Nature Needs Heroes Camp
Promoter: Timberland
Agency: Sense
Account director: Melanie Lalou
Creative director: not disclosed

BRONZE

Campaign: Tesco Magnum Gold Launch
Promoter: Unilever UK Limited
Agency: Savvy Marketing
Account director: Joanne Sheard
Creative director: Mark Woods

SHOPPING CENTRE MARKETING

GOLD

Campaign: Join the Fruit Shoot Juice Crew
Promoter: Britvic Soft Drinks
Agency: iD Experiential
Account director: Tessa Mardon
Creative director: Not disclosed

Robinsons Fruit Shoot above-the-line advertising features the Fruit Shoot Juice Crew, who demonstrate their special skills. The brand launched a search for new Crew members, with experiential integral to the search. The activity featured a multi-platform brand experience where kids could learn new skills and try out for the Crew. A four-week roadshow toured shopping malls in the Easter holidays. Kids were invited inside a giant Fruit Shoot bottle to get trained in skills like juggling and plate spinning. They then took part in a filmed audition for the chance to star in the 2010 TV ads. More than 100,000 kids took part, and 82% of parents who engaged said they would buy the brand. Only 46% were existing customers.

SILVER

Campaign: Savlon: one big adventure
Promoter: Novartis Consumer health
Agency: SMP
Account director: Sharon Oliver
Creative director: Rob Ellingham

BRONZE

Campaign: Cadbury Wishes Workshop
Promoter: Kraft UK
Agency: Initials Marketing
Account director: Chris Wareham
Creative director: Allan Guy

COMMERCIAL PARTNERSHIP MARKETING

GOLD

Campaign: Who Wants To Be A Football Millionaire?
Promoter: Heineken UK
Agency: Steam UK Ltd
Account director: Joe Rolls
Creative director: Nick Spink

Heineken UK wanted to associate itself with football at World Cup time, despite not being an official sponsor. Sony wanted to demonstrate the flexibility of the ‘Who Wants to be a Millionaire?’ format and explore new revenue sources. ‘Who Wants to be a Football Millionaire?’ challenged consumers to show their football knowledge for the chance to play for up to £1m. Consumers rang a phone line and entered promo codes from gamecards (on-trade) and promo packs (off-trade) to hear Chris Tarrant ask four questions: correct answers went into a draw. 20 people were randomly selected to play WWTBAFM? with Chris Tarrant at Elstree Studios. Heineken defended market share while Sony got extra revenue and is now developing other WWTBAM spin-offs.

SILVER

Campaign: Rachel's 'Made with Love'
Promoter: Rachel's Organic
Agency: Haygarth Group Ltd
Account director: Polly Burke
Creative director: Steve Rogers

BRONZE

Campaign: Winter Twenty-Ten
Promoter: VisitScotland
Agency: Blue-Chip Marketing
Account director: Zoe Munckton
Creative director: Ian Moore

TRAVEL & TOURISM

CHARITY PARTNERSHIP MARKETING

GOLD

Campaign: go ahead! and Cancer Research UK's 'Race for Life' Together we feel good' campaign
Promoter: United Biscuits
Agency: Dialogue141 Ltd
Account director: Callum Watt
Creative director: Leigh Fowler

McVitie’s ‘healthier biscuit’ go ahead! partnered with Cancer Research UK’s ‘Race for Life’ five kilometre running event because of the similarity of the two brands’ objectives (consumer recruitment and penetration) and core target audiences. The partnership targeted over 200,000 consumers at 42 events. All communications were geared around the brand giving back, not taking. The partnership included the Message Tree, where people could hang leaves (message tags) dedicated to people they were running for. For every leaf, go ahead! planted a tree, and consumers could view their trees growing online. go ahead! brand ambassadors also distributed 602,000 product samples, with 25% off coupons and an online prize draw to win a spa break. Kids were given packs of sunflower seeds to grow at home.

SILVER

Campaign: Bovril Great Outdoors Revival
Promoter: Unilever UK Limited
Agency: Initials Marketing
Account director: James Willoughby
Creative director: Nick Presley

BRONZE

Campaign: Asda Sporting Chance - Asda Athletes Programme
Promoter: Asda
Agency: Savvy Sport Ltd
Account director: Sarah Dennis
Creative director: Mark Earnshaw

DIGITAL PROMOTIONS

GOLD

Campaign: The Big March
Promoter: Beatbullying
Agency: Beatbullying/Arnold KLP
Account director: Karen Delaine-Smith
Creative director: Andrew Watkinson

Bullying, particularly cyber-bullying, is a huge issue in the UK, and charity Beatbullying wanted to use the UK’s existing National Anti-bullying Week platform to mobilise children, teachers, parents, businesses and brands to get a debate on bullying in Parliament. They needed 100,000 petition signatures to do so: this campaign delivered 915,000. The key element was the idea of a virtual march, with avatars of petition supporters ‘marching’ across the websites of participating companies, brands, personalities and organisations before arriving at the No 10 Downing Street website. The more than 75 brands included MTV, Orange Rockcorps, Robinsons Fruit Shoot and The Sun, while celebrities included JLS, Pixie Lott and Archbishop Desmond Tutu. All on a budget of less than £50,000.

SILVER

Campaign: Say it with Scotch - Pass the Parcel
Promoter: 3M
Agency: OgilvyAction
Account director: Debbie Ellison
Creative director: Greg McAlinden

BRONZE

Campaign: O2 Goals!
Promoter: Telefonica O2 UK
Agency: Blue Chip Marketing (UK) Limited
Account director: Kim Coventry
Creative director: Stewart Hilton

BRONZE

Campaign: World of Felix
Promoter: Nestle Purina
Agency: Jefferies. Parsons. Myers. Harvey
Account director: Genny Goldfinch
Creative director: Philip Mountjoy

DIRECT MARKETING

Bell's Route to Riches GOLD

Campaign: Bell's Route to Richer Taste
Promoter: Diageo
Agency: The Pulse Group Ltd
Account director: Fenella Rogers
Creative director: Tony O'Brien

Bell’s needed to reduce price promotions to drive long-term growth. Analysing its customer base showed many of them are not online, with significant behaviour differences between consumers who are and those who are not. The creative for online and offline activity used the personality of Arthur Bell to take consumers on a journey around Scotland, highlighting the heritage behind the brand and its quality. They then had to answer riddles to identify locations to enter a competition (either online or by post). Consumers could win a journey to these inspirational places themselves, or sets of branded glasses. Offline consumers were asked to provide their email addresses for future contact, and significant numbers did. The vast majority of online consumers read most or all of the email. Affinity scores for both groups were very positively affected.

SILVER

Campaign: Top Treats
Promoter: American Express
Agency: The Communications Agency Ltd
Account director: Rachel Watson
Creative director: Shaun Patchett

BRONZE

Campaign: Strutt & Parker residential direct mail campaign
Promoter: Strutt & Parker
Agency: Them
Account director: Katherine Scheibli
Creative director: Jim Archer

ON-PACK PROMOTIONS

GOLD

Campaign: Rachel's 'Made with Love'
Promoter: Rachel's Organic
Agency: Haygarth Group Ltd
Account director: Polly Burke
Creative director: Steve Rogers

Welsh organic dairy brand Rachel’s faced two challenges: consumers trading down from premium products, and low average purchase frequency compared with other brands. It wanted to grow sales and purchase frequency, get more website visitors, increase e-newsletter open rates and build its database. Consumer insight showed the target audience liked to support smaller brands with ethical values, hence the creative concept ‘Made with Love’. Emma Bridgewater was identified as a like-minded brand and an on-pack collector scheme was created offering exclusive hand-painted bowls. Anyone buying promotional packs also got a 10% discount code for use on Emma Bridgwater’s website. Nearly 46,000 bowls were sent out (twice the target), web visitors nearly doubled and e-newsletter open rates grew from 15% to 23%.

SILVER

Campaign: Müller Ladybirds for Little Stars
Promoter: Blue Chip Marketing (UK) Limited
Agency: Müller Dairy UK Limited
Account director: Natalie Ungurian
Creative director: Stewart Hilton

BRONZE

Campaign: One Million Benefit Lipsticks to be Won
Promoter: Cadbury Plc
Agency: BD Network
Account director: Alex Hawke
Creative director: Matt Spink

NON-ALCOHOLIC DRINKS

GOLD

Campaign: Help Give A Million Birds A Home
Promoter: Britvic Soft Drinks
Agency: The Marketing Store
Account director: Warren Dawes
Creative director: Shelford Chandler

Robinsons be Natural is a range of fruit squashes with no artificial colours, preservatives or sweeteners, the only major brand to offer this. Britvic launched with TV advertising, but needed to run additional impactful in store activity to break through in the commoditised squash category. The target audience was ABC1 mums looking for additive-free squash for their kids, the kind of mums who want to encourage their children to explore the natural world around them. The theme, ‘Help Give a Million Birds a Home’, was backed up with an offer of a free birdhouse with every purchase and endorsement from the Royal Society for the Protection of Birds. Volume sales during the promotional period were 81% up, with nearly 15,000 birdhouses sent out.

SILVER

Campaign: Gimme Credit - Every Pack Gets 50p Mobile Credit
Promoter: Coca-Cola Great Britain
Agency: BD Network
Account director: Dee Arthur
Creative director: Aaron Martin

BRONZE

Campaign: Fish for Prizes
Promoter: First Drinks
Agency: Elvis
Account director: Natasha Bedford
Creative director: Ben Clapp

ART DIRECTION

GOLD

Campaign: Winter Twenty-Ten
Promoter: Visit Scotland
Agency: Blue-Chip Marketing
Account director: Zoe Munckton
Creative director: Ian Moore

VisitScotland is a non-profit making non-governmental organisation charged by the Scottish Government with boosting tourism revenues by 50% by 2015. Other UK domestic, European and worldwide destinations and travel operators spend an estimated £1bn on advertising targeting UK consumers, which VisitScotland cannot match, so its marketing has to be innovative, engaging and cost-effective. It also has no physical ‘point of sale’ south of the border. This campaign achieved all objectives, delivering 26.2 million opportunities to see (460% above target) and incremental winter tourism revenue 165% above target. Gross ROI was £311 for every £1 spent on the promotional activity. Research found that 34% of campaign respondents took a winter break in Scotland during the campaign period; 55% then booked again, for the summer or autumn.

GOLD

Campaign: Southern Comfort Voodoo Tribe
Promoter: Brown Forman Ltd
Agency: Wax Communications
Account director: Nic Sanders
Creative director: Phil Pawsey

Southern Comfort decided to ‘own’ Halloween with its Voodoo Tribe initiative, events designed to differentiate the on-trade experience from the at-home occasion. Voodoo Tribe leveraged the brand’s New Orleans roots, and was rich in creative possibilities: the campaign icon was a mysterious Voodoo character with top hat and skull-like face reminiscent of traditional Voodoo masters; glow in the dark lettering was used for POS and posters; a unique cocktail, the Voodoo Jam, was communicated in-bar with cocktail menus inside actual jam jars. Trick or Treat cards were given to consumers buying Southern Comfort, with treats including hats, tattoos, face paints or magic tricks. Southern Comfort grew its volume 8.6% year on year during the promotion, with the sales team doubling its targets.

BRONZE

Campaign: Bovril Great Outdoors Revival
Promoter: Unilever UK Limited
Agency: Initials Marketing
Account director: James Willoughby
Creative director: Nick Presley

Awards

List of 2011 Winners