IPA Effectiveness Awards

Beauty and brains: How we supercharged the Audi premium 2015-2018

Brand Audi
Agency Bartle Bogle Hegarty
Country United Kingdom

Audi overtook BMW in the UK by launching the beautiful cars campaign to demonstrate how the beauty and intelligence of its cars overpowered speed.

Audi introduced a series of TVCs, emails and social which showed that speed isn't everything and portrayed the benefits of the 'brains' of Audi cars.

Audi overtook BMW to become the number one on associations with intelligent technology.

How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Special Award: Best Use of Social Media

Brand L'Oreal
Agency McCann London
Country United Kingdom

L'Oréal Paris increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.

Helping a new generation find where they belong in the British Army

Brand British Army
Agency Karmarama
Country United Kingdom

The British Army increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

Direct Line Group: They went short. We went long

Special Award: Best new learning

Brand Direct Line Group
Agency Ebiquity
Country United Kingdom

Direct Line Group (DLG) measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.

How Lidl grew a lot

Brand Lidl
Agency TBWALondon
Country United Kingdom

Lidl showed that increased advertising spending correlates with an increase in sales via its four year UK #LidlSurprises campaign.

Guinness: Made of More, 2012 - 2018

Brand Guinness
Agency AMV BBDO
Country United Kingdom

Guinness increased its market share in the UK by launching a TV campaign that created an cultural connection that reinforced its Made of More message.

The AA: From spark-plugs to singalongs

Brand The AA
Agency adam&eveDDB
Country United Kingdom

The AA increased membership retention in the UK by launching positive TVCs that showed how AA can help get your show back on the road.

Turning DFS from a value brand into a brand that people value

Brand DFS
Agency krow communications
Country United Kingdom

DFS explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Suzuki Saturdays

Brand Suzuki
Agency the7stars
Country United Kingdom

Suzuki achieved sales growth and brand recognition in the UK by partnering with Ant and Dec's Saturday Night Takeaway.