2006 IPA Effectiveness Awards: The Winners

Congratulations to the winners of the 2006 IPA Effectiveness Awards, supported by Xtreme, that reward campaigns that have proved the commercial power of their ideas. The 30 shortlisted entries, chosen from the 63 papers originally entered into the Awards, were judged by a client panel, chaired by Sir Paul Judge, and awarded at the Park Lane Hilton on Monday 30th October 2006. In total six Gold awards, 16 Silver, eight Bronze and 13 Special Prizes were presented. For further information on the Effectiveness Awards please visit: www.ipaeffectivenessawards.co.uk and www.ipa.co.uk.



Gold Awards

Brand Marks & Spencer
Client Marks & Spencer
Awards Won Grand Prix, Gold
Agency(ies) RKCR/Y&R
Summary In spring 2004, consecutive sales declines and negative press coverage left M&S vulnerable to a second virtual take-over bid. In order to turn M&S fortunes around, communications needed to serve as a public declaration of M&S's confidence and commitment to change and turn the tide of negative PR. Since the launch, 'Your M&S' campaigns have generated over £6m worth of positive press coverage and contributed to over 18 million additional customer visits. In spring 2006, M&S reported Q4 sales growth of 9.1% against a backdrop of total high street sales down 1.4% on the year. In Spring 2006 the M&S share price was just below £6 and M&S had the highest P/E multiplier of any FTSE 100 retailer.

Brand Naturella
Client Procter & Gamble
Awards Won Best Multi-Market, Gold
Agency(ies) Leo Burnett
Summary In order to achieve leadership in emerging markets, Procter and Gamble launched a new brand of mass-market sanitary pad: Naturella. In this market the typical consumer stays with one brand their entire life, and competitors are entrenched. Also, Naturella had to launch at a premium price and, although a good, well thought through product, it was none-the-less essentially another thick, soft pad. To overcome these issues, the creative strategy broke from the coldly rational norms of the category to create a subtle, feminine 'world of nature' that positioned menstruation as a positive and life-affirming part of what it means to be a woman. The campaign smashed every business target set for the launch with estimates of ROI suggesting a pay-back on communications well in excess of 2:1.

Brand O2
Client O2 UK
Awards Won Gold
Agency(ies) Vallance Carruthers Coleman Priest; ZenithOptimedia Group; Archibald Ingall Stretton and Lambie-Nairn
Summary In 2005 O2 changed the conventions of the UK mobile network market. A new campaign, 'O2: A World That Revolves Around You', talked to O2 customers through broadcast and personal media. It announced a radical shift in rewards, now for loyalty not for defection, with a new emphasis on customer service. The campaign reversed a rising trend in disconnections and attracted new customers. By the end of 2005, O2 overtook Orange to have the largest UK user base. O2's brand affinity also improved on a range of measures, including bonding, consideration and recommendation. Econometric modelling suggests a medium-term payback on investment of up to 80:1. Now part of Telefonica, O2 has achieved UK Brand Leadership.

Brand TV Licensing
Client BBC
Awards Won Best Integration, Gold
Agency(ies) Proximity London
Summary This paper tells the story of how TV Licensing encouraged record numbers of disinterested students to fork out £126.50 for a TV licence, despite all the other temptations facing them - thus establishing a new 'norm' on-campus in place of evasion. It is an excellent example of effective integration from a creative, media and evaluation perspective. Over the last three years, the campaign has repeatedly produced record sales of TV licences to students to the point where students living on-campus are now much more likely to have a licence than they are to evade. Multi-channel activity consists of 30 different media components - from TV and PR to aerial sockets and personalised posters. An innovative integrated analysis technique reveals how individual component parts impacted on sales in practice.

Brand Vehicle Crime Prevention
Client The Home Office
Awards Won Best Media, Gold
Agency(ies) RKCR/Y&R
Summary England and Wales have one of the highest rates of vehicle crime in the world, with an average of 8,000 incidents every day. Past campaigns tackling vehicle crime had 'demonised' the criminal. In the face of rising 'crime paranoia', it was felt this would simply fuel people's sense of powerlessness. Instead, this campaign chose to 'humanise' the criminal and give the audience an insight into his mind in order to restore people's sense of ability to fight it and encourage the public to take preventative measures. Over the campaign period, vehicle crime reduced 37% with econometric analysis estimating that communications was responsible for half of the reduction witnessed. Overall, the campaign delivered an ROI ratio of 28:1 over the first four years.

Brand Volkswagen Golf
Client Volkswagen UK
Awards Won Effectiveness Agency of the Year (DDB London), Best Dedication to Effectiveness (for Volkswagen UK), Gold
Agency(ies) DDB London and MediaCom
Summary Thirty years ago, a small car called Golf was born. This paper is its life story; about how communications helped create, nourish and nurture the genuinely loved and financially valuable brand Golf is today. The story includes some of the UK's most famous ads - from 'Casino' and 'Changes' in the 1980s, to 'Singing in the Rain' in 2005 - but this is not just about them. It's about how Golf communications have become increasingly sophisticated, based on new thinking about the car buying process, and about the role of communications within it. Golf is now not just a much loved and enduring icon, it has also become the third biggest selling car in UK history.

Silver Awards

Brand Actimel
Client Danone
Awards Won Silver
Agency(ies) RKCR/Y&R
Summary This paper tells how Actimel's 'Feel Good Challenge' successfully overcame the 'mung bean' image of probiotics and helped Danone take Actimel's health properties across the nation, to the tune of an estimated £90.8m incremental sales and £36.3m profit. By the end of the second millennium, the leading probiotic drink had scarcely made it into 1% of the nation's fridges. The campaign to challenge the nation to an Actimel drinking competition has turned Actimel into a £112m probiotic drink brand now drunk in one in four British homes.

Brand Bakers Complete
Client Nestlé Purina Petcare
Awards Won Silver
Agency(ies) Burkitt DDB
Summary In 1994 Edward Baker Petfoods appointed Burkitt DDB, who successfully unlocked the potential of Bakers Complete. Before Burkitt DDB were appointed, Edward Baker Petfoods held only a 0.6% share of the UK dog food market, there was no awareness of the advertising and just 20% of dog owners were aware of the brand. Over the last 11 years however, Bakers has grown by an average 32% year on year, has increased market share 16-fold and is now the country's second biggest dog food brand. They have improved their in-store presence and successfully relaunched other products under the Bakers banner. Econometric modelling gives a conservative estimation of £75m in incremental revenue contributed by the advertising over the period.

Brand Branston Baked Beans
Client Premier Foods
Awards Won Silver
Agency(ies) Delaney Lund Knox Warren & Partners
Summary This paper describes how taking on the brand leader changed consumer behaviour within a mature, static market in just three months. To cover the revenue shortfall of losing the HP Beans brand, Premier Foods were forced to launch a new brand of beans into a Heinz/Own Label duopoly. They then developed 'The Great British Bean Poll', a unique taste challenge in which 750,000 people took part, where 76% voted Branston Beans as their favourite. Within three months Branston replaced 85% of the HP business by creating a new brand of baked beans worth in excess of £14m and Heinz were considering changing their 100-year-old recipe.

Brand British Heart Foundation - Anti Smoking
Client British Heart Foundation
Awards Won Silver
Agency(ies) Lowe
Summary The 'Under my skin' campaign for the British Heart Foundation answered the question: 'How can you effectively deliver an anti-smoking message when shocking isn't shocking anymore?' Choosing to avoid disgust inducing norms of the category, the BHF aimed to increase smokers' determination to quit by illustrating physiological damage in a way that made it real, relevant and immediate, regardless of circumstances or age. 'Under my skin' strengthened the BHF's perceived role as the friend of the smoker, helping save over 5,000 lives and paying for itself 600 times over. More than 225,000 smokers asked for help to quit during the campaign.

Brand Daz
Client Procter & Gamble
Awards Won Silver
Agency(ies) Leo Burnett
Summary At one level this is a straightforward effectiveness paper that demonstrates how an advertising campaign made money for an advertiser through the power of television. But more than this, it shows that by understanding how consumers interact with the medium of television, an advertiser can generate significantly more ROI for significantly less investment. Using the power of TV entertainment, Daz delivered a holistic media strategy with a remit to entertain rather than to inform by creating their own soap opera, 'Cleaner Close'. The strategy resulted in greater brand cut-through, higher advertising involvement, improved brand image ratings and significant brand switching, resulting in higher value share and an increase of its ROI from £1.21 in 2001-2 to £2.19 in 2004-5, with long-term ROI predicted to be at least £3.29 and as much as £5.00.

Brand Dero
Client Unilever
Awards Won Silver
Agency(ies) Bartle Bogle Hegarty
Summary In 2003, Unilever-owned Dero, shorthand for Detergent Romania, had survived by firmly positioning the brand within the value segment, but an influx of cut-price competitors threatened its long-term volume. Simultaneously, the arrival of premium western brands made it hard for Dero to claim quality advantages. Two critical observations led to advertising that broke with marketing conventions: 1) Romania has a greater proportion of low-income consumers than western markets; and 2) western brands were starting to lose relevance for these consumers. Advertising generated significant emotional equity for Dero by shaping a brand specifically for the Romanian people. A strong through-the-line campaign communicated the core message (relevant, affordable quality) in a way that spoke directly to Romanians. This turned Dero into a popular local brand and succeeded in generating 300% profit.

Brand Felix
Client Nestlé Purina
Awards Won Effectiveness Agency of the Year, Best Read, Silver
Agency(ies) DDB London
Summary This paper is about the power of continuity in advertising. The long-standing Felix campaign came under pressure when sales slumped in 2000- 2001; however, Felix stuck with its existing campaign through tough times to emerge stronger, more efficient and more effective than its better-funded rivals. By spending a mere £2.5m per year over 16 years, the Felix campaign transformed a minor brand on the verge of de-listing into a mainstream brand with sales of over £138m a year. This paper demonstrates how long-running campaigns can be used effectively to introduce new news and to introduce products into a different market sector. When things are not going well, the answer is not always to change the advertising.

Brand Kwik-Fit
Client Kwik-Fit
Awards Won Effectiveness Agency of the Year (DDB London), Silver
Agency(ies) DDB London and MediaCom
Summary As market-leader, Kwik-Fit was extremely well-known but sales were in decline, and it was best remembered for a TV campaign last aired in the 1980s. Brand revitalisation was essential. Initially, communications concentrated on price messages. Although this led to an uplift in sales, growth proved to be unsustainable. Research uncovered an entirely different audience and the formulation of a strategy never before tried in this market. This company reaped the financial rewards of its decision to challenge marketing orthodoxy with a brand campaign, and discovered that communicating about service was even more profitable than talking price. In less than three years, the campaign reversed the fortunes of the company, culminating in a sale netting a £1/2 billion profit.

Brand Monopoly Here & Now
Client Hasbro
Awards Won Effectiveness Agency of the Year (DDB London), Best Small Budget, Silver
Agency(ies) DDB London and Tribal DDB
Summary This paper shows how one of the oldest board games in the world re-captured the hearts of a nation, and re-ignited the British public's passion for competing against one another to make money. There has been much talk heralding a new era in communications. This talk centres on the need to move on from interrupting people's lives with advertising that they passively and unwillingly receive, to a new model where people willingly and actively engage with brand communications. This different media idea has resulted in a massive £11/2m sales uplift, and a return far exceeding the initial investment by Hasbro, and has opened their eyes to new global business opportunities.

Brand Nicorette
Client Pfizer
Awards Won Best Idea, Silver
Agency(ies) Abbott Mead Vickers.BBDO
Summary Pfizer had big aspirations for Nicorette to make it a billion dollar global brand by 2010. The brands that successfully cross borders are consumer brands based on real insights about their target audience, that connect with people emotionally not just clinically. This paper shows how taking Nicorette out of its pharmaceutical environment and repositioning it as an integrated consumer brand allowed them to meet their goals. From 2000 to 2004, largely on the success of the 'Cravings man' campaign, Nicorette grew from seven advertised countries to 16, from $194m to $295m in sales and established itself as the market leader.

Brand Teacher Recruitment
Client Training and Development Agency for Schools
Awards Won Effectiveness Agency of the Year, Silver
Agency(ies) DDB London
Summary The paper shows that the teacher recruitment campaigns from 1998- 2005 have averted a major teacher supply crisis. The campaigns have reversed a situation of rapid decline, recruited an additional 67,000 graduates to become trainee teachers and helped lead to a 70% rise in applications. This rise has allowed training providers to cherry-pick the best candidates, improving quality alongside quantity. The campaigns have repaid the investment and provided savings of £4.9bn. Furthermore, the campaign has helped to increase the quality and quantity of teachers in schools which has made our children measurably better educated; this in turn has helped create a more productive economy and left the next generation better equipped to face the challenges of the global marketplace.

Brand The Famous Grouse
Client The Edrington Group
Awards Won Silver
Agency(ies) Abbott Mead Vickers.BBDO and ROI Consultancy
Summary The Famous Grouse was stuck in the middle of the whisky market in the UK; with its sector (Blended Scotch) declining while single malts and own-label brands experienced strong growth. It was a small Perthshire company with global ambitions, but without the scale of its global competitors. With the help of AMV.BBDO, they overcame this and built a brand-centric advertising platform - one that engaged the consumer, made them love the brand and helped The Famous Grouse stand out from the crowd. They invested in their brand equity in the UK while other brands retreated, and developed a campaign that more than returned their investment producing a retail sales value in excess of over £513m in the UK. They also opened up the role for brand advertising internationally.

Brand Travelocity.co.uk
Client Travelocity.co.uk
Awards Won Silver
Agency(ies) Miles Calcraft Briginshaw Duffy
Summary This paper reminds us that communications can sometimes have an almost immediate effect on growth. Travelocity started 2004 as a little-known travel brand, overshadowed by its higher spending rivals and without any sense of differentiation. But the company saw an opportunity to create a step-change for the business. By targeting regular online travellers who had been neglected by the competition, Travelocity was able to corner the market by stressing its own expertise and by using the ultimate travel 'Aficionado' - Alan Whicker - to convey this positioning. After 15 months, Travelocity boosted brand awareness by 54%, consideration by 36%, visits by 123%, unique visitors by 86%, sales by 135% and market share by 44%. The ROI was £5.60 for every £1 spent.

Brand Tropicana Pure Premium
Client Pepsico
Awards Won Effectiveness Agency of the Year, Silver
Agency(ies) DDB London
Summary This paper explains how effective TV advertising can be; here it got mouths watering, feet tapping and people incessantly humming a tune lodged in their minds while they went about their lives. Images of Manhattan at dawn got people dreaming and the sheer pleasure in all this subtly lifted their mood long after they turned off their TV. The result was a new set of positive emotions and associations around Tropicana, that resulted in the reversal of share decline, people happy to pay more for their orange juice and a delivery on return of £1.83 in revenue for every £1 spent on advertising. This paper serves as a reminder of the power of television advertising.

Brand Virgin Trains
Client Virgin Trains
Awards Won Silver
Agency(ies) RKCR/Y&R and Manning Gottlieb OMD
Summary 'The return of the train' was the highly successful result of an involvement-based strategy aimed at combating the emotional pull of the car and the plane. The campaign provided a modern take on the 'golden era' of rail travel with a romantic celebration of cutting edge innovation with 'the good old days' train service, supported by rational support in announcement orientated media. Overall journey numbers increased significantly over the campaign period when compared with the same period the previous year. West Coast revenues were up 32% year on year, and the incremental revenue generated from advertising was £29.7m, representing an ROI of £4.20.

Brand Volkswagen Golf GTI MK5
Client Volkswagen UK
Awards Won Effectiveness Agency of the Year (DDB London), Best Digital, Best Dedication to Effectiveness (for Volkswagen UK), Silver
Agency(ies) Tribal DDB and DDB London
Summary The aim of this campaign was to sell 50% of the annual 2005 volume of the new Volkswagen Golf GTI MK5, when no cars were available for six months and to do it with less than 10% of the total budget. The strategy pre-empted competitors by reaching the core GTI audience first and encouraging hot-hatch lovers to pre-pay for a Golf GTI. The creative idea was to let people build a dream Golf GTI MK5 on a website. The campaign reached 5.4 million people with the GTI micro-site generating 1,700 serious prospects. The direct effect of the pre-launch campaign contributed £4m of extra revenue. The UK's unique combination of pre-launch and post-launch activity generated an additional £53,000,000 worth of sales.

Bronze Awards

Brand Cathedral City
Client Dairy Crest Group
Awards Won Bronze
Agency(ies) Grey London
Summary This paper's about profitable growth, comparing promotions and advertising, or short-term uplift and long-term loyalty, in achieving it. It demonstrates the impact of loyalty on profit, and shows how advertising can increase loyalty, even in a commoditised market, whereas promotions reduce it. It shows how a new advertising campaign and redistributing budgets to increase advertising and reduce promotions, while keeping overall A&P spend flat, delivered: a 20% sales increase (or £17.8m); a 40% increase in full price sales; and most importantly, a 52% profit increase. The advertising more than paid for itself, increasing profits by between £690k and £2.73m.

Brand ING Direct
Client ING Direct UK
Awards Won Bronze
Agency(ies) Vallance Carruthers Coleman Priest and Media Planning Group
Summary This paper explains that in order to achieve long-term success ING Direct had to build a brand that was an alternative to the mainstream saver at a time when the UK savings market was already over-crowded. It achieved this by identifying a gap in the market for a catch-free product, creating a campaign that integrated the simple 'for everyone' nature of the product, whilst building the perception of reliability, and executing a media strategy that continually maximised 'the bang for every buck'. By the end of 2005, ING Direct had over one million customers, £24bn of funds under management, had realised the highest savings market share growth of any bank and is now in a position to launch a wider portfolio, including a mortgage product.

Brand Jamie's School Dinners
Client Channel Four Television Corporation
Awards Won Best New Agency (John Bartle Award), Best New Client (for Channel Four Television Corporation), Best New Learning (Charles Channon Award), Bronze
Agency(ies) Michaelides & Bednash
Summary This paper demonstrates how Channel 4 and its partners made a real difference to the health of our nation through an innovative 360º integrated campaign around 'Jamie's School Dinners'. It demonstrates the value of a new generation of integrated campaigns fusing programming into the advertising and marketing mix akin to a cause-related, advertiser funded programming-led approach. The campaign delivered a total advertising surplus of £2.18m above total costs a net conventional ROI of 148%. The campaign delivered £280m of additional Government funding for school dinners equivalent to an ROI of 620%. The campaign also provides valuable new learning on the potential value of programming within the marketing mix, particularly for cause-related marketing organisations.

Brand Manchester City
Client Manchester City
Awards Won Bronze
Agency(ies) Grey London
Summary This paper examines a campaign that dared to intervene in that most sacred of relationships  the football fan's love for their team. Manchester City asked Grey London to develop a 'brand' campaign for them, in order to help strengthen the bond with their supporters and ultimately encourage them to attend more matches. The brief was based on an understanding of City's place as the club of Manchester, and from this insight the line 'This is Our City' - and several print executions - were born. Results showed the campaign was whole-heartedly embraced by Blues fans, increased ticket sales and generated incremental profit for the club. In the words of City chief executive, Alistair MacKintosh: "The results across all aspects of our business are unprecedented. 'This is Our City' is something we will keep forever at Manchester City."

Brand More 4
Client Channel Four Television Corporation
Awards Won Effectiveness Agency of the Year, Best New Client (for Channel Four Television Corporation), Bronze
Agency(ies) DDB London
Summary Television channel launches bring challenges; especially difficult is the disentangling of the effect of programming content from that of communications. This paper shows how the inspired and provocative idea of 'adult entertainment' successfully positioned and launched a new television channel of 'grown up' programmes to a valuable audience of 'grown up' viewers. BARB viewership data proves that the people who were exposed to television advertising for More4 were nearly twice as likely to go on to watch it than people who hadn't been exposed.

Brand Self Assessment
Client HM Revenue and Customs
Awards Won Bronze
Agency(ies) Miles Calcraft Briginshaw Duffy
Summary This paper tells how HM Revenue and Customs borrowed from theories of behavioural psychology, to take a more positive approach in their communications. The HM Revenue and Custom's Self Assessment campaign, with the strapline, 'tax doesn't have to be taxing', has resulted in record numbers of taxpayers filing in their tax returns on time. Targets for internet filing have been shattered three years running, and take-up now stands at over 20 times the level prior to launch. There has also been a dramatic uplift in the sense that HM Revenue and Customs is changing for the better, and that Self Assessment is getting easier. Altogether, the campaign has generated savings of £547m on a total spend of £22.5m: an ROI of £24.31 for every £1 invested.

Brand Sony Ericsson K750i/W800i
Client Sony Ericsson Mobile Communications
Awards Won Bronze
Agency(ies) Bartle Bogle Hegarty
Summary This paper explains that in order to sell more phones and to differentiate itself from other market players, Sony Ericsson decided to brand their communications in a different way. Working on the theory that 'to do is to learn', they devised a 'Participative Branding' model, going deeper than the visual branding tried elsewhere. Communications invited people to have a go. As a result of the campaign, Sony Ericsson gained market share, moving from 5th to 4th and brand loyalty increased from 37% to 43%. The new approach was endorsed by the networks with satisfaction increasing by 10% and satisfaction with advertising and marketing increasing by 12.5%. Overall, communications payback was €2.7 profit for every €1 spent.


Brand Women's Aid
Client Women's Aid
Awards Won Bronze
Agency(ies) Grey London
Summary This paper is a story of a very small campaign that went a long way to raise awareness and understanding of domestic abuse and the charity Women's Aid. On a budget of just £500 the tactical awareness campaign created an advertising effect disproportionately large to its actual size. By leveraging Valentine's Day and juxtaposing it with a message about domestic abuse, a media schedule giving just 2% adult coverage in fact gave 52% of adults at least one opportunity to see the ads through the media coverage the campaign received. With 90% of the coverage showing or explaining the content of the ads, it's safe to conclude that it was advertising that stimulated this coverage. The campaign generated a 25% uplift in the number of people who visited Women's Aid's website, increased the donations received by the charity, and most importantly helped reduce the number of victims of domestic abuse.
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