Article
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Stephen Whiteside, Event Reports, Lions Live, October 2020
A “small-budget fallacy” is encouraging marketers with limited resources to ignore the main drivers of effectiveness when formulating their strategies.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
TUI, a British leisure travel group, launched a campaign in the UK to rebrand from Thomson to TUI with OOH, digital takeovers and TVCs that demonstrated the customer centricity of a TUI holiday.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.
Case Study
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IPA (UK), Silver, IPA Effectiveness Awards, 2020
Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Smart Energy GB, a national campaign for the smart meter rollout in the UK, created a series of TV ads featuring cartoon characters who informed consumers about why switching to a smart metre was the best option.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Whiskas, a cat food brand, created a branded content platform to consolidate its position in the UK as the preference in cat care and stand out in a crowded arena.
Case Study
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IPA (UK), Bronze, IPA Effectiveness Awards, 2020
Cotswold Co, a furniture company, launched a TV campaign in the UK that promoted a new line of furniture which showed its products last longer than that of competitors.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Vitality, a health insurer, turned the world of Health and Life insurance from one that is only there for you when your health fails, to one that helps maximise health to reduce the need for insurance in the long term in the UK.
Case Study
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IPA (UK), Gold and Best Multi-Market, IPA Effectiveness Awards, 2020
Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
The United Nations (UN) launched The People's Seat campaign to shift perceptions of the UN, deliver broad awareness of climate change and inspire direct action from the global population.
Case Study
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IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020
Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
National Trust for Scotland (NTS), a governing body of protected sites, re-positioned its brand as a Scottish charity worth supporting by releasing a series of TV, radio and OOH ads that positioned support for NTS as support for Scotland.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.
Case Study
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IPA (UK), Bronze, IPA Effectiveness Awards, 2020
Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Refinitiv, the international provider of financial markets data and infrastructure, launched a multi-phase plan that leveraged Refinitiv's strength in sustainability data to increase value and ROI in the US.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Sambito, a commercial consultancy, got thousands of lawyers to fight court cases for nature by defending trees for free, in order to help protect Ecuador's threatened environment.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Volvo, an automotive brand, created a platform around Omtanke, a Swedish word meaning care and consideration, to attract and better-connect with luxury buyers in Australia.
Case Study
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IPA (UK), Silver, IPA Effectiveness Awards, 2020
Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.
Case Study
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IPA (UK), Bronze, IPA Effectiveness Awards, 2020
The National Health Service (NHS), a healthcare service, launched its nursing recruitment campaign We Are the NHS to boost the number of NHS nurses in the UK.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Burger King, the restaurant chain, reversed declining sales in the UK by launching a series of TV commercials, OOH ads, and in-app and in-store placements that promoted it as the home of the Whopper.
Case Study
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IPA (UK), Silver, IPA Effectiveness Awards, 2020
Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Samsung, an electronics company, used a Continuous Improvement Programme (CIP) and A/B testing to improve conversion and drive sales on its website in the UK.
