Ireland’s Marketing Showcase
www.aimawards.ie
Programme
2014
02 AbouttheMarketingInstitute
03 WelcomeMessage
04 MessagefromourMediaPartner
06 Sponsorsofthe2014AllIrelandMarketingAwards
10 AdjudicationProcess
12 NewProduct/NewMarketAward
13 GradamGnóasGaeilge
14 CRM/CustomerCareAward
15 BrandCampaignAward
16 DirectMarketingAward
17 MarketResearchAward
18 eCommerceAward
19 SponsorshipManagementAward
20 PublicRelationsCampaignAward
21 MobileMarketingAward
22 InternationalMarketingAward
23 MarketingInnovationAward
24 IntegratedMarketingAward
25 CorporateSocialResponsibilityAward
26 SmallBusinessMarketingAward
27 DigitalMarketingCampaignAward
28 AdvertisingCampaignAward
29 MarketingTeamoftheYearAward
30 AllIrelandMarketingChampion
31 AllIrelandMarketingAwardTrophy
Contents
Gala Dinner
8 May 2014, DoubleTree by Hilton Hotel, Dublin
Schedule of Events
7.00pm DrinksReception
8.00pm Dinner
10.00pm AwardsPresentation
11.00pm PartyTime
@AimAwardsie #aima14
Page 1Ireland’s Marketing Showcase
About The Marketing Institute
The Marketing InstituteMarketingHouseSouthCountyBusinessParkLeopardstown,Dublin18
www.mii.ie
TheMarketingInstituteistheprofessionalbodyforIreland’smarketingpeople,inoperationforover50years,anditenvisionsaprofessionalmarketingcommunitythatisqualified,effectiveandvalued.Withamissiontostrengthentheprofessionofmarketing,theInstitutedeliversinsightsandexpertcontent,buildsthecommunityofmarketers,andsupportsmarketersintheircareerjourney.Content,CommunityandCareerarethethreethemesthatunderpinallInstituteactivities.
Membershipallowsourcommunityofmarketingprofessionalstocometogetherandnetworkwithlike-mindedindividuals,andtoreceiveexpertcontentwhichwillempowerandenablethemtodeveloptheircareers.Weoffereducationalandtrainingsolutions,marketinginsightsandresources,andwehaveaccesstothebestinclassexperts,reportsandpublicationsinthemarketingprofession.InadditiontotheAllIrelandMarketingAwards,ourflagshipeventsincludetheCMOSummit,andDMXDublin,Ireland’slargestdigitalmarketingconference.
TheMarketingInstituteistheprofessionalbodyformarketing.
Page 2The All Ireland Marketing Awards 2014
Welcome FáilteRomhaibh
TheMarketingInstitute’sawardsprogrammehasgonefromstrengthtostrength,tobecometheundisputedshowcaseofachievementbyIrishmarketingpeople.WewishtothanktheIrishIndependent,exclusivemediapartnertotheawards,fortheirstrongsupport.Wealsothankoursponsors,whomakethisprogrammepossible,andwhodeservethesupportofmarketingpeopleinreturn.Weacknowledgeourexpertpanelsofadjudicators,allmembersoftheMarketingInstitute,forhavinggiventheirtimeandexpertise.Andespecially,wewishtoheartilycongratulateourfinalists,whorepresenttheverybestofIrishmarketingprofessionalism.Thesearethepeopleandbusinessessettingthestandardsinmarketingtoday.Goraibhcéadmaithagaibhuilig,agusgon-éiríanbótharlibh.Tom Trainor Chief ExecutiveMarketingInstituteofIreland
WelcometotheAllIrelandMarketingAwards2014,Ireland’sMarketingShowcase.
“WeheartilycongratulateallthoseinIreland’s Marketing Showcase”
Page 3Ireland’s Marketing Showcase
Message from our Media Partner
Weareinthecompanytonightofthecrèmeofmarketingprofessionals,whoareacredittothebrandsandcompanieswhohaveweatheredthestormoverthelastnumberofyearsandarenowfirmlyonanupwardcurve.TheAllIrelandMarketingAwardsshortlististrulyIreland’sMarketingShowcase.ThelastyearhasbeenanexcitingtimefortheIrishIndependentwithaplethoraofnewbeginningsforthetitle.ClaireGradywasappointededitor,welaunchedournewiPadEdition,wesignednewpartnershipdealswiththeFAIandLeinsterandMunsterRugby,andwesawtheintroductionofAdrianWecklerandDanO’Brientooureditorialteam.ThelatestJNRSsawtheIrishIndependent’snumber1positiononceagainsolidifiedwith666,000readersandthepremierpositionineveryreadershipcategory.Independent.iecontinuestoleadthewayonlinewithover773,000Irishuniquevisitorseverymonth,thesiteiscontinuallyfirstwithbreakingnewsandit’svideoandaudiocontentsupersedesallcompetitorsinthespace.Tonight’sshortlistedcompanieshavedemonstratedexcellenceanddeliveredresults,andwewouldliketocongratulateeachandeveryoneontheirsuccess.WewouldalsoliketocommendtheMarketingInstituteforonceagainfordeliveringanawardsprogrammewithexcellenceandintegrityatitsheart.Finally,wewouldliketotakethisopportunitytowishyou,ourreadersandadvertiserscontinuedsuccessfor2014andbeyond.Alltheverybest.Geoff LyonsGroup Marketing DirectorIndependentNewspapersIreland
TheIrishIndependentisdelightedtocontinueitspartnershipwiththissuperbprogramme.
Page 4The All Ireland Marketing Awards 2014
M.Sc Digital Marketing & AnalyticsThe Marketing Institute of Ireland and DIT’s School of Marketing - Ireland’s leading provider of marketing education - have partnered to develop the innovative Masters Degree in Digital Marketing & Analytics.
This M.Sc is delivered over 16 months Now accepting applications for September start
• DesignedtocreateDigitalLeaders, capable of integrating digital platforms with marketing and corporate strategy• Deliveredbyleadingdigitalmarketing practitioners and marketing experts• Opentograduatesofalldisciplineswith marketing experience• Focusedonthedesign,implementation and measurement of end-to-end digital marketing strategies• Leveraginganalyticstodrivestrategic decision making• Deliveredinaninteractivelearning environment-livecampaigns,practitioner workshops,webinars...• Equippinggraduateswithprovenstrategic frameworks and readily applicable toolkits
www.mii.ie/digital-masters
MEDIA PARTNER
Sponsors
TheMarketingInstitutewishestothankoursponsors,whohavemadetheAwardsprogrammepossible.
Page 6The All Ireland Marketing Awards 2014
MEDIA PARTNER
Page 7Ireland’s Marketing Showcase
Find out more at www.mii.ie/join
Join The Marketing Institute today The Marketing Institute is the professional body for Ireland’s marketing people, in operation for over 50 years, and it envisions a professional marketing community that is qualified, effective and valued. With a mission to strengthen the profession of marketing in Ireland, the Institute aims to promote, support and elevate marketing as a key strategic business tool. It does this in three ways: by (1) delivering insights and expert content; (2) building the community of marketers; and (3) aiding marketers in their career. Content, Community and Career are the three themes that underpin all Institute activities. Membership allows our community of marketing professionals to come together and network with like-minded individuals and provide them with expert content which will empower and enable them to develop their careers within the marketing profession. We also offer training solutions, marketing insights and resources and we have access to the best in class experts, reports and publications in the marketing profession.
Events - Network & Connect:Connecting members to the right ideas at the right time and connecting members to each other. We pride ourselves in ensuring we see new marketing trends before anyone else and we use our events as one of the key channels for us to deliver this expert content to members.
These marketing insights lead to our targeted, focused and leading edge events. The majority of our members are senior marketers and our events offer the opportunity for them to network with each other while absorbing key insights and research.
Executive Training - Educate & Up skill:Where does the future of marketing lie? Can Ireland keep up with the fast-pace of change we are currently experiencing with the convergence of digital marketing? How can marketers understand the empowerment of consumers by digital technologies? Our training programmes offer solutions and content that will empower, facilitate and inform marketers so that they can react and respond to the vast and dramatic changes in the marketing arena in an educated and considered manner.
Resources - Inform & Empower:Marketing insights and research, key marketing trends, ideas, concepts, theories – marketing professionals need to have a go-to place where they can be confident they will find trustworthy and reputable expertise content - and this place is The Marketing Institute.
Our contacts within the industry on a global and national level mean we can bring the best in class experts, reports, publications and insights to our members. We provide our members with access to expert content which enables them to be informed, educated and empowered within the profession.
Career - Grow & Develop:We provide tools and resources to aid marketers in their career development, including regular advertised jobs, career planning, an annual salary survey in conjunction with EMR recruitment and new appointment announcements.
Member Community - Interact & Engage:We pride ourselves on the sense of community that exists between our members. Marketing professionals need peer-to-peer interaction and communication to share knowledge, best practice, thought leadership, creative concepts and strategic thinking. Membership of the Institute facilitates and enables this member contact and communication.
More information at www.mii.ie/join or contact Rose at [email protected] or phone +353 1 216 0158
John BoylePwC
Avril BrophyMazdaMotorIreland
Maresa CagneyHeinzIreland
Lisa ComerfordEircom
Ciaran ConroyLeopardstownRacecourse
Maurice CullenZurich
Fiona CurtinIrishDistillers
Paul DaltonO2Media
Ann DalyNationalMuseumofIreland
Aoife DaveyOne4allGroup
Irene DehaeneInciteMarketing
Dave DeighanKPMG
Adjudication Process
Ourchairmanofadjudicationspecifiesthejudgingprocess,andprovidesoversight.Careistakentoensurethatanypotentialconflictsofinterestareidentifiedandaddressed.Thisincludesavoidingsituationswherejudgesmightfaceentriesfromcompaniesorindividualswithwhomtheymaybeconnected,orwithwhomtheymaycompete.Inaddition,specialrulesapplytoentriesfromsponsors,whoarepermittedtoenterothercategories,sothatallentrantsandfinalistsaretreatedequally.
Adjudicationpanelsmetwithninetyfinalists,selectedfromhundredsofentriesacrossallcategories.Theadjudicatorsreportedanextremelyhighstandard,andtheywerestruckbytheexpertiseandcommitmentofthefinalists.Wearegratefultoouradjudicators,allofwhomaremembersoftheMarketingInstitue,fortheirtimeandexpertise.
TheMarketingInstituteiscommittedtoassuringobjectiveadjudication.
OuradjudicatorsareallmembersoftheInstitute.
Matt KavanaghFMII(Grad.)Chairman of AdjudicationAllIrelandMarketingAwards2014
Page 10The All Ireland Marketing Awards 2014
Valentina DoorlyFáilteIreland
Nicky DoranBordGáisEnergy
Jackie DugganDanskeBank
Michael FaleyGoogle
Alex GibsonDIT
Georgina GoffIBM
Tara GrehanDatalytics
Ruth GuyBarnardos
Cliona HayesCommunicorp
Russell KeatingSonyMobileCommunications
Michael KilleenDialogue
Tom KinsellaAIB
Pat KinsleyNeworldAssociates
Mary LambkinUCDSchoolofBusiness
Sandra LawlerAlternatives
Paul LoughreyRTÉMediaSales
Asta LundIntheCompanyofHuskies
Pat MannionJCDecaux
Martin McBrideEnvision
Tara McCarthyBordBia
Gillian McGauranTopaz
Rick McKeeLinkubator
Paula MurphyVodafone
Brian O’ConnorMintel
Niall O’GradyPermanentTSB
Geraldine O’NeillEdelman
Michael O’RourkeHorseRacingIreland
April RedmondKerryFoods
Colm RocheHubspot
Erica RoseingraveCoca-ColaHBCIreland
Kieran RumleyLoveIrishFood
Geoff ScullyLittlewoods
Margaret ShannonEmirates
Elizabeth SheehanLucozadeRibenaSuntory
Peter SmythIRS+
William SparkesAXAInsuranceIreland
Cathy SummersAviva
Bronagh TwomeyFBDInsurance
Cera WardGoogle
Julie WellsHeineken
Rosita WolfeNationalConcertHall
Page 11Ireland’s Marketing Showcase
New Product / New Market Award
Kerry Foods
representedbyBronagh Clarke
TheLowLowbrandhaslongbeentheNo.1brandinhealthiercheeseinIreland,butovertimeitlostrelevanceandmodernityintheeyesofconsumers.Themarketingteamknewthatstrategicinnovationwouldbekeytounlockinggrowthinthemarketplace.ThedevelopmentofLowLowSnackPackscamefrommonthsofco-creation,consumertestingandproductdevelopment.TheSnackPackwasoneofthepropositionsthatwasliterallydrawnbyconsumersinearlyqualitativesessions.ThreevarietiesofSnackPackwerelaunched,andthesehavemadestartlingprogress,exceedingsalestargetshugelyandrepositioningthebrand.
McDonald’s
representedbyClare Lynch
Inordertoarrestadecliningmarket,theMcDonald’smarketingteamknewthatthebusinessneededtodifferentiateandoffernewpremiumproductsatanaffordableprice.Newcoldbeverageswereidentifiedasapotentialgrowtharea.Arigorousresearchandevaluationprocesswasfollowedbyconsumertesting.TheIcedFruitSmoothiesandIcedFrappésrangewaslaunchedwithsupportfromacampaignfocusedonexperientialsamplinganddigitalmarketing.ThelaunchchangedthetrajectoryofMcDonald’sbusiness,andresultedinpositivesalesandguestcountmomentum,stealingshareandgrowingpenetration.
Musgraves
representedbyShane Lynch
Despitesteadyfootfall,SuperValu’sshareofbasketwasdownasmoreconsumerspurchasedownbrandinstore.Themarketingteamdecidedtorevampitspreviouslysuccessful‘Supreme’range.Followinglarge-scaleproducttestingandimprovements,‘SignatureTastes’waslaunchedtocompeteonbothqualityandvalue.WiththesupportofDDFH&Badifferentiatedpositioningwasdevelopedandcommunicatedacrossarangeofmedia,andanin-storeexecutionplanwasimplemented.Thiscreatedsignificantsuccess,deliveringrevenuegrowthaheadoftarget,aswellasimpressiveincreasesacrosskeybrandimagescores.
UPC
representedbyRonan McEvoy
TheUPCmarketingteamsetouttolaunchanextraordinaryTVproductthatwouldcreateanewwayofexperiencingentertainmentathome,resultingintheintroductionoftheconceptofConnectedEntertainmenttotheIrishmarket–effectivelytheconvergenceofTVandInternetononedevice.TheHorizonTVproductistrulydifferent,addressingtangibleconsumerneedsaswellasfutureneedsfromaTVexperiencebasedonextensivecustomerengagementintrialsandresearch.SuccessisevidencedbythehighvolumeuptakeofHorizonTVsincelaunch,withpreferenceatthehighestlevelsincetrackingcommenced.
Valeo Foods
representedbyJames Spillane
Jacob’swaslosingshareinthemostimportantsegmentinthebiscuitscategory,andthemarketingteamrespondedbyinvestigatinghowtobestapproachthechallengethroughconsumerresearchandinsights.TheresponsewasthedevelopmentoftheJacobsJ-O’sbiscuit,whichwasbroughttomarketatspeedbyadedicatedcross-functionalteam,whodeliveredthelaunchfrombusinesscasesign-offtoshelfwithintenweeks.Supportedbytelevision,radioandradiopartnerships,aswellasoutdoor,digitalandin-store,thelaunchwasaphenomenalsuccess.,andisontracktobecomethemostsuccessfulnewproductlaunchinthecategoryforseveralyears.
HEINEKEN Ireland is a wholly owned subsidiary of Heineken NV, the largest international brewer in the world. Based in Cork since 1856, the brewery combines a long and proud brewing tradition with the most up to date technology and innovative marketing, committed to surprising and exciting its
consumers. Heineken® is Ireland’s number 1 selling lager. The Heineken portfolio also includes Coors Light, Amstel, Fosters, Beamish Stout, Murphy’s Irish Stout and a range of speciality beers.
www.heineken.ie
Sponsored by
Page 12The All Ireland Marketing Awards 2014
Foras na Gaeilge is the all-Ireland body which supports and promotes the use of our national language. When deployed with marketing skill, Irish can provide a valuable source of differentiation for companies seeking to set themselves apart from their competition, and tap into the deep well of goodwill and positive
emotion towards the language among consumers. As part of its ongoing campaign, ‘Gnó Means Business’, Foras na Gaeilge offers a range of practical support services to marketing professionals in private sector business.
www.gaeilge.ie/gno
Gradam Gnó as Gaeilge
Abair.ie
representedbyAilbhe Ní Chasaide
Abair.ieisaresearchinitiativebasedinTrinityCollegeDublinwhichisaimedatdevelopingstate-of-the-artspeechtechnologiesandlinguisticresourcesfortheIrishlanguage.ThesetechnologiesarecrucialtoensurethatIrishcanharnesstheenormouspotentialthesemoderndigitaldevelopmentscanoffer.AbairhasproducedaseriesofIrishsyntheticvoices,whicharemadefreelyavailableontheabair.iewebsite.UserscanentertextandhearitspokenaloudinfluentIrish.ThereisagrowingdemandfortheAbairfacilityfrombusinesses,socialnetworksandpublicbodiestargetingtheIrishlanguage.
Associated Newspapers Irl.
representedbySinead Lambe
TheIrishDailyMailadoptedamarketpositioningaimedathelpingthenewspapertogrowinadecliningmarketbypassionatelypromotingitselfasatrulyIrishnewspaper.Theproductionofthe‘Gaschaint’seriesrepresentedacost-effectivemeansofassociatingwithsomethingthatisindisputablyuniqueaboutIreland–theIrishlanguage.Thenewspaperproducedoveramillioncopiesof‘Gaschaint’,anditwaslaunchedwiththesupportofanationalTVadvertisingplanandastrategicPRcampaign.TheseactionshelpedsolidifymarketperceptionsofthenewspaperasIrish,andresultedinasubstantialincreaseinsalesandmarketshare.
Cumann Lúthchleas Gael
representedbyAlan Milton
ThesuccessoftheGAA’sFeachtasnaGaeilge2013underlinesthepositivitythatexiststowardstheIrishlanguageandreaffirmsitsimportancetotheassociation.Crucially,itdidnotfocusexclusivelyaroundCrokePark,butreachedouttotheareaswheretheIrishlanguagehasdeeproots.ItlinkedwithhouseholdnameplayerssuchasMarcÓSé,NeilMcGee,JoeCanningandCiaránKilkenny,underliningthemodernuseoftheIrishlanguageasadailymedium.Postersandvideoscarriedthestatement‘IslinnarfadanGhaeilge,isleatsaíalabhairt’,whichrepresentedanewdepartureandafirstengagementwithplayers.
Irish Wheelchair Association
representedbyAnita Matthews
TheIrishWheelchairAssociationtookanewdirectionin2013withitsAngelCampaignanddevelopedanIrishFunPacktoeducatechildrenondisabilityawarenessinafunandinnovativemanner.TheresponsewassopositivethatitledtoanIrishtravelversion.Whatwasachievedinashortspaceoftimeopensanewareaofmarketingwhichisnewandfullofpotentialallowingthecharitytopromoteitsworkinanovelway.TheinitialreactionhasledtoanincreaseinIrishlanguagemarketingactivityacrosstheboard,andtheuseofIrishhasprovidedanopportunitytotaketheAngelCampaigntothenextlevel.
Three
representedbyJackie Kelliher
Threeoperatesthenationalbroadbandschemetobringbroadbandtoparticularruralareaswhichhavenotyetsecuredinternetaccess.Thisruralinitiativewasveryspecificintargetingparticularareasandcommunities,somethingthathadtobetakenintoconsiderationwhencommunicatingwiththem.Aspartofitsplantodifferentiatethroughitscommunications,ThreedecidedtoimplementtargetedmessaginginIrishincertaingeographies.Combinedwithapromotionalpricingoffer,salesincreasedsignificantlyandalsopostcampaignanalysisdemonstratedthattheapproachtakenachievedcutthroughandapositivereaction.
Sponsored by
Page 13Ireland’s Marketing Showcase
CRM / Customer Care Award
Bookassist
representedbyClaire Sawier
Bookassistprovidesdirectbookingsolutionsforhotels.Itsawtheneedtointroducesystemsandtoolstobettermanageclientrelationshipsandtoensureretentioninaprice-drivenmarket.TheCRMsoftwarewastransformedfrombeingasimpledatabasetoafullyfunctioningCRMtool.Anintegratedemailmarketingtoolwasimplementedenablingsegmentstoreceiverelevant,customisedinformation.Aninteractivesurveytool,amarket-specificblog,withsocialmediaforallmarketswereintroduced.ThestrategicdevelopmentoftheCRMtoolenabledBookassisttoofferdifferentiatedservicelevelstocustomersegmentsresultinginsignificantretentiongainsandincreasedefficiencies.
O2
representedbyYvonne Flanagan
O2facedchallengesinmanagingretentionrates,andrespondedbyadoptingamultiprongedapproachtotransformitscarecentreintoaprofitdriverthroughfocusingonCRM.Anewanalyticstoolenabledeachagenttohaveapersonalisedconversationwithcustomers,offeringthembespokeretentionorupselloffers.Newskillstrainingequippedstafftodelivereffectivesalesthroughserviceonthecall.Anewincentivesframeworkforagentsrewardedagentsforhighvalueactions.Thiscomprehensiveapproachresultedinabigincreaseinupsellandrecontractingrevenuesandnumbersofcustomersretained,whilstalsoreducingoveralloperatingcosts.
Topaz Energy
representedbyLouise Murphy
TopazisIreland’slargestfuels/convenienceretailer,andinadditiontovolumedeclines,itschallengesweremadetougherthroughlackingstrongdirectrelationshipswithcustomers.Theteamdecidedtofocustheentirebusinessonbuildingmoresustainable,longtermcustomerrelationshipsthroughthedeploymentofaCRMStrategytofulfiltheTopaz‘that’sbetter’promise.Aftercustomerresearchandbusinesscasedevelopment,Topazlaunched‘PlayorPark’;thefirstevergamifiedLoyaltyProgrammeinEurope.Thisinnovativeapproachofferedcustomersarewardingandfunexperience.Ithasresultedinsignificantcustomerfeedbackandcommercialresultsforthebusiness.
Toyota
representedbyMichael Gaynor
Thecarmarkethasbeenindeclineinrecenttimesandcompetitionhasbeenintense.Toyotarespondedwithaloyaltystrategytomakecustomersfeelmoreconnectedtothebrand.WiththehelpofJavelin,ToyotaTLCwascreated;amultilayeredonandofflineloyaltyprogrammedeliveredthrougharangeofmediaincludingezines,sms,phoneanddirectmail.Targetaudienceswereanalysedandsegmentedandarecruitmentdrivecommenced.TLCmembershavealreadydemonstratedhigherpropensitytorepurchasethannon-members,andahighpercentagesaythattheyfeelclosertoToyotaasaresultofTLC.Theprogrammeisbeingrefinedonanon-goingbasis.
UPC
representedbyFionnuala Tohill
WhenUPClaunchedHorizon,anewexperienceinentertainmentwasborn,andthecompanywantedtoensurecustomersweregettingthebestoutoftheirservicesbyguidingthemthroughthefirstmonthoftheirHorizonjourney.TheCustomerCommunicationsteamdevelopedanddeliveredanOn-Boardingprogrammeviaemailtoensurecustomershaveeverythingattheirfingertipstoenjoyanextraordinaryexperience,andtonurtureastrongrelationshipwithcustomersfromtheoutsetbyengagingthemandprovidinghelpfulinformation.TheOn-BoardingprogrammehassuccessfullydeliveredhighercustomerengagementandsatisfactionscoreandwillberolledouttoothercustomersegmentsinUPC.
Aviva Insurance Limited is part of Aviva plc, which provides insurance, savings and investment products around the world. It is one of Europe’s leading providers of life and general insurance. Aviva combines strong life insurance, general insurance and asset management businesses under
one powerful brand. It is committed to serving customers well in order to build a stronger, sustainable business, which makes a positive contribution to society, and for which its people are proud to work.
www.aviva.ie
Sponsored by
Page 14The All Ireland Marketing Awards 2014
Meteor is a wholly-owned subsidiary of eircom, and is the only Irish owned mobile network. Meteor aims to bring the benefits of real competition to the Irish mobile market, offering 99% population coverage on pay as you go and billpay for customers. The company was first in Ireland to launch high speed 4G mobile
broadband in 2013. Now available in Dublin, Carlow, Cork, Limerick, Galway and Athlone, Meteor will continue its 4G expansion in 2014, and eircom will invest €350 million in the coming five years on improved 3G and 4G services.
www.meteor.ie
Brand Campaign Award
Sponsored by
Britvic Ireland
representedbyStephen Cramp
TheClubOrangebrandistheno.1citrusdrinkintheIrishmarket,butitwassufferingfromaseriesofchallengesin2013,includingdecliningsales.ThemarketingteamrespondedwithTheWingmancampaign,seekingtore-stagetheClubbrandtoconnectwiththecoreyoungmaletargetaudience.ThenewClubPassionlimitededitiondrinkwaslaunchedaspartofthecampaignvisiontodisruptthenormandmakesoftdrinksmoreinteresting.Subsequently,theRonBurgundyAnchormancharacterwasfeaturedonpack.ThiscampaignledtoClubachievingitshighestmarketshareinoverthreeyears.
Coca-Cola Ireland
representedbyAoife Nagle
Coca-ColaisIreland’sNo.1fmcgbrand.In2013ittappedintoaglobaltrendofpersonalisationandforthefirsttimereplaceditsiconicCoca-Colalogowiththetop150IrishnamesacrossallofIreland.Bycreatingasimplechangetopackaging,thebrandmadeitsteenagertargetmarketsegmentcentraltothecampaign.ThiswassupportedwithATL,experientialsampling,digitalPRandin-storepromotions.Thecampaigndroveasubstantialincreaseinvolumesalesandmarketshare.Thelocalmarkettailoringprovedtobeengagingfortheaudienceanditachievedmassivecampaignrecognition.
Lidl Ireland
representedbyMatthias Wenk
HavinggrownrapidlysinceopeninginIreland,Lidlfacedlimitationsonfurtherexpansion.Thekeybusinesschallengedrivingitsmarketingstrategywastocreateamorebrand-ledapproach;tocommunicateitson-goingworkwithIrishsuppliersandtodriveaffinitysothatmoreconsumerschoosetoshopmoreatLidl.WiththeassistanceofcolleaguesatChemistry,anewbrandcampaignwascreatedtoswitchawayfromprice-ledpromotiontoonewhichwouldhelpthebrandtakeonnewmeaningandrelevance,anddelivergrowththroughincreasedconsumerdemand.ThisrepositioninghasledtheLidlbrandawayfromstagnationintohealthgrowth.
LloydsPharmacy
representedbyEmily Kelly
LloydsPharmacyfacedabrandingchallenginginestablishingitscredentialsafteranamechange.Therewasarequirementtoreassurecustomersaboutthecontinuityofvaluesandservice,whilealsoexperiencingnewandexcitinginnovations.Theresultingbrandcampaignwasthebiggesteverundertakenbythecompany,withthesupportofAMP Visual,anditwasexecutedacrossarangeofmediaincludingtelevision,digital,pressandradio.Bymakingthecampaignfun,innovativeandhonest,bothstaffandconsumerswereengaged,andahighdegreeofacceptancewasachieved.Theresultsincludedamajorrevenueupliftaswellasanincreaseinfranchiseinterest.
Zurich
representedbyElaine Fitzpatrick
Zurichsoughtafreshapproachtobrandcommunicationsthatwouldpositionthecompanyclearlyasathoughtleaderandchampionoffinancialplanning.Italsowishedtoincreaseitsemotionalbrandattributescoresinordertogenerateacloserbondwithcustomers.Followingextensiveconsultation,consumerresearchandbehaviouralanalysis,the“Dear30yearoldme…”conceptwascreatedforZurichbytheteamatJavelin.Theideaformedthebasisofanextensivebrandcampaignforthe2013pensionseason,whichsawZurichsuccessfullydifferentiatedfromthecompetition,andwhichdeliveredaverysignificantreturnoninvestment.
Page 15Ireland’s Marketing Showcase
Direct Marketing Award
BT Ireland
representedbyGillian Chamberlain
BTIrelandsoughttostrengthenitsfootholdincontactcentresolutions,andwiththeexpertassistanceofJavelin,aplanwasdevelopedtotargetelusiveboardlevelexecutivesinthatsector.Theultimateobjectivewasofcoursesalesrevenues.Workingontheinsightthatseniormanagementhadapainpointaroundthepaceofchangeincustomerneeds,the‘ChameleonCustomer’creativeplacedMarioRosenstockonpersonalisedvideoembeddedintoDirectMail(thefirsttimethishasbeendoneinIrelandasapieceoftechnology).Theresponsewasunprecedentedleadingtoaqualifiedopportunitypipelineofseveralmillioneuro.
Musgraves
representedbyMary Shannon
SuperValusoughttoconsolidateitsvaluecredentialsbyrampingupconsumerengagementintheRealRewardsloyaltyprogrammeonamoredirect,personalandcommerciallevel.Theopportunitywastocultivatevalue,spendandloyalty,anddirectresponsemechanismswereselectedtoenhancetherelationship.WiththesupportofIgnition,seriesofhighvolumecommunicationswaslaunched,withacomplexmixofofferstailoredtothecustomerprofiles.TheactivityexploitedRealRewardsdatatoitstruecreativepotential.Datadovetailedwithengagingcopy.TheresultsledtoSuperValuemergingastheclearwinnerofthebattlefortheChristmastrade.
Neopost Ireland
representedbyKaren Kavanagh
NeopostIrelandlauncheditscompetitoracquisitionprogramwithonemainobjective–togrowmarketshare.Currentlynumber2intheIrishmarket,Neopostcompetesinaverycompetitivemarket.Throughtheuseofdirectmail,customersofcompetitorsweretargetedusingahighlypersonalisedapproachthatappealedtotheaudienceacrossfourkeyUSPsthatdifferentiatedNeopostintheIrishmarket.Theprogramgeneratedasignificantupliftincompetitoracquisitions–amajorsliceofthetargetaudienceswitchedtoNeopostasaresultofthecampaign.Fromareasonablysmallbutcleverlyexecutedinvestment,thecampaignyieldedamajorupliftincustomeracquisitions.
O2
representedbyAndrew Boland
O2hadseenadeclineinitsprepaymarketshare,customerbaseandrevenues.TheBTLteam,withtheassistanceofRR Donnelly,focusedondevelopinganinsight-driven,highlysegmentedstrategytosupportthepropositionacrossallchannels.TheFreedomcampaignspanned8monthsanddeliveredmanyfirstsforO2.Thisincludedcomplexmicro-segmentationandinnovativecreativethatmaximizedeachmomentoftruthwiththecustomerbaseacrosseverycommunicationchannel.Thestrategydeliveredgreatresults,turningaroundtheperformanceoftheprepaybase,migratingtargetedcustomersontonewpriceplans,stabilisingrevenuesandreducingcustomerchurnbyasignificantfigure.
Sky Ireland
representedbySephora Jinks
Toaddressstaticresponseratesandincreasingcosts,Skydevelopedanewdoordropformat.WiththesupportofSapient Nitroandusingfeedbackfromresearch,thenewlookwasmadetolookmorepersonalandfeelmoreengaging,usingnewformatswhichmadeitlookmorelikeanaddressedDMpack.ThenewdesignandmessaginghelpedtoovercomebarrierstojoiningSky,inparticulararoundvalueformoneyandrelevanceintheIrishmarket.ThecreativeplayedtoSky’sstrengthssuchascontentandquality.Thenewreaderfriendlylayouthelpedthepackoutperformitslong-standingpredecessorintermsofthenumberofcallsgenerated,thequalityofcallsandtheoverallCPR.
With over 330 stations across the country, Topaz is Ireland’s largest fuel and convenience brand, and it is growing each year. Topaz are committed to change for the better, where standards in service, convenience and quality, alongside responsibility to the environment, are paramount.
Topaz. That’s better. The business strives to do better for customers by delivering world class service and standards. It aims to provide exceptional service and innovative products that make peoples’ lives easier.
www.topaz.ie
Sponsored by
Page 16The All Ireland Marketing Awards 2014
Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analysis that directly impacts client success. With offices across the globe, Mintel has forged a unique reputation as a world-renowned
business brand. Mintel Ireland is dedicated to providing Irish companies with both local and global insight. Its high quality data, meaningful analysis and actionable recommendations help clients identify opportunities and gain inspiration for future business growth.www.mintel.com
Market Research Award
Aldi Stores Ireland
representedbyEadaoin Keane
Alditackledalowawarenesslevelofthequalityandsourcingofthestoresfreshmeatproductwhichwasleadingtopoorperformanceinthecategory.ResearchwasconductedbyMcCann Manchestertounderstandtheconsumerview.Theapproachspokedirectlytoconsumersviaqualitative‘deepdives’andquantitativestudiesbutalsoindirectlyusingsemioticstogetdeeperunderstandingofthe‘unsaid’andemotiveaspects.Thisimmersiveapproachdevelopeda‘roadmap’ofkeyinsightswhichwereusedtocreateabrandcampaign,andthe‘100%IrishFreshMeat’communicationscampaignwaslaunched.Thissawasignificantupliftinmarketshareandsales.
Aviva Health Insurance
representedbyPauline Murnin
Aviva’sresearch,conductedbyRed C,hasguideditsstrategy,demonstratinghowresearchinsightscandrivebusiness.Thishasledtochangesinproducts,customerconversationsandcommunications.Thecodificationofcustomerneedsandprofilingofmarketgroupsunlockedacustomer-centricstrategythatimpactedallaspectsofthebusiness.ItledtoasuiteofnewproductplansundertheFocusbannertargetedatspecificneedsgroups,developmentofacross-mediacampaigntargetingspecificneeds,andchangingcustomerconversationsatacallcentreleveltofocusonneeds.Thisresultedinhigherenquirylevelsandanupliftinsalesperformance.
Heineken
representedbyLouise Fitzpatrick
HeinekenIrelandwishedtoshifttheperceptionofTigerBeerasadiscountedbrandintoasuperpremiumlagerwithanemotivestorytotell.EngagingOrchard Brand Planning,collaborativemarketresearchtechniquesweredeployedtohelpplantherepositioningofthebrand.Culturewalkabouts,consumerco-creation,unusualrecruitmenttechniquesandclientcollaborationallhelpedfindanewpositioningforthebrand.Thisledtothedevelopmentofthebrand’s‘FollowYourInstinct’campaignwhichincludedTiger’sfirsteverlocallydevelopedTVCandTTLassets.Thisresultedinasalesupliftatapricepremium,andinspiredtheTigerGlobalteamtoleveragetheIrishpositioningglobally.
JCDecaux
representedbyTony O’Flanagan
JCDecauxpartneredwithBehaviour & Attitudestomeasuretheeffectivenessoflargeformatoutdoorcampaigns,buildingpreviouslyunknownbrands,anddrivingqualityaudiencesonline.Atestcampaignwasdeveloped,anduniquelythemediaplanningandcreativecontentofthecampaignbecameanintegralpartofthemethodologydesign,alongwitharangeofbothtraditionalanddigitalresearchsolutions.TheresearchhashadafundamentalimpactontheJCDecauxbusiness,increasingwebsitetrafficandsubsequentbusinessopportunities,promptingachangeinbusinesssalesstrategies,andultimatelycontributingtoanincreaseinlargeformatoutdoorspend.
Lidl Ireland
representedbyMatthias Wenk
In2013Lidlplannedasignificantnewadvertisingcampaign:LidlBrandChallenge.CentraltothecampaignwouldbethebenchmarktestingofLidlcoreownbrandsversuscategoryleadingcompetitors.Coyne ResearchwascommissionedbyLidltomanagethelargestproducttesteverconductedinIreland–encompassingover60categoriesinan8weekperiod.Aquantitativeresearchstudywasconductedintheformofin-homenon-foodproducttrialsandoutofhomefoodproducthalltests.OutrightbrandpreferenceresultsfedintothedevelopmentofaBrandChallengecampaigncreative.ThecampaignprovedtobeaphenomenalcommercialsuccessforLidl.
Sponsored by
Page 17Ireland’s Marketing Showcase
eCommerce Award
123.ie
representedbyMichelle Sheehan
Being‘dot.ie’123.ie’sstrategyisbuiltuponeCommerce,anddigitalexcellenceisakeygoalforthebusiness.Themarketingteamreactedquicklytothemostrecentchangesinonlinebehaviour,andadynamicnewwebsitewaslaunchedusingresponsivewebdesign,aimedatprovidinganagile,seamlesscustomerjourneyfromprospectingthroughtopurchaseregardlessofdevice.Everystepoftheprocesswassimplified,andLiveChatwasadded.Thebusinesshasseenseriousupliftsinengagementandconversionrates,withtheimplementationofafullyresponsivecustomerjourneyfromprospecttopurchase.
Glanbia
representedbyAmanda Ryan
Themilkmanisinasenseaforgotteniconofthepast,butheisnowleadingthewayinthedevelopmentofane-commerceproject.Followingastrategicreviewofitsmilkmanservice,Glanbialaunched‘mymilkman.ie’.Thise-commerceplatformcapitalisesonthegrowthinon-linegroceryretailing,whilecapturingtheessenceofwhatmadethemilkmanpopularinthefirstplace.Thenewsystemisalreadyrevolutionisinghowthemilkmen,Glanbiaandtheconsumerdobusiness.Consumerscanpayonlineandchangeordersupto9pmthenightbefore.Somemilkmenhaveseena30%growthintheirbusiness.
Musgraves
representedbyCaroline Walsh
SuperValudevelopedaneCommerceprogrammebasedontheinsightthatconsumerschoosetospendwithbrandsthatprovideflexibleandpersonalisedexperiences.Itsstrategywastodriveadditionalsalesonlineandencourageincrementalspendinstore.Despitethecomplexitiesinaretailpartnershipmodel,Musgraveshavecreatedastrongconsumerproposition,andhaveaddedinnovationwith‘drive-through’shopping,and‘clickandcollect’,aswellasdevelopingthefirstgroceryshoppingappinIreland.Thebusinesshasmorethandoubleditsonlinebusinessandhasdrivenuptheaveragebasketvalueofonlineshoppers.
O2 Media
representedbyBrian D’Arcy
Withmobilephonesbecominganintegralpartofdailylife,thisdeviceisperfectlypositionedtofacilitateecommerce,orrather,m-commerce.O2Mediasetouttocreatenewincomestreamsfromm-commercebyofferingconsumersameansofpayingforitemsthroughtheirO2prepayphonecreditorpost-payaccount.Withthe‘DirecttoBill’proposition,O2Mediahavetakenonlinepaymentstoanewlevel,enablingits1.7millioncustomersbuylowvaluegoodsandservicesfromthirdpartymerchants.Thispaymentsolutionaimstomakethepurchasejourneyeasy,secureandprofitable.
The National Lottery
representedbyRonan Leech
TheNationalLotterymarketingteamwasdissatisfiedwithitsofferingtosmartphoneusers,whichwascumbersomeandledtounsatisfactorydropoffrates.Inordertoturnthissituationaround,andreconcilethebrandpromiseandthebrandexperience,thewholemobileexperiencewasre-imagined,andabestpracticeeCommercemodelwasdeployed.WorkingwithcolleaguesatMcCann Blue,anewmobileinterfacewasdeveloped,easiertousethanadesktop,alongwithawholerangeofenhancements.Theresultwasdouble-digitgrowthinLotterymobiletransactions,andmobilebecamethemaindriverofonlineplayandinteraction.
Sponsored by
Google’s EMEA headquarters in Dublin is its largest office outside the US, employing over 2500 staff making the company one of the largest employers in the city. Google’s team of more than 1600 business people specialises in online sales and operations expansion for companies in over 55 countries across EMEA,
operating in more than 45 languages to drive sales, advertising and publishing online and help businesses of all sizes to be successful in the global online marketplace. In 2012 Google launched a dedicated Irish sales team.
www.google.ie
Page 18The All Ireland Marketing Awards 2014
RTÉ Media Sales is the brand name representing all of the Commercial Departments in RTÉ across Television, Radio, Digital & Print. Whatever the medium, RTÉ Media Sales can provide its marketers with an effective campaign solution to meet any needs.
www.rte.ie/mediasales
Sponsorship Management Award
Bord Gáis Energy
representedbyIrene Gowing
In2013BordGáisEnergyidentifiedtheirsponsorshipoftheGAAHurlingU-21Championshipasanopportunitytoengagewithconsumers,particularlyoutsideofDublin,andgrowcustomeraffinity.WorkingwiththeirpartnersinPembroke Communications,theactivationwasaimedatextendingthereachofthesponsorshipandputtingBordGáisEnergycustomersattheheartoftheaction.TheresultoftheactionstakenincludedthehighesteverreachscorefortheU-21Championship,increasedaffinityamongcustomersandthemostsuccessfulyeareverfortheBordGáisEnergyGAAHurlingU-21Championship.
Heineken
representedbyKarl Donnelly
TheteamatHeinekenunderstoodthatsponsorshipcanbedifficulttogetrightforbrands,andthereistheconstantquestionaroundthedegreetowhichthesponsorshipbuildsthebrandandcontributestothebottomlinecommercially.WorkingwithRothco,Heinekenconsideredcarefullywhattheyneededtheirrugbysponsorshiptodo,astheyknewthesuccessofthesponsorshipcampaigndependedontheirdeepunderstandingofthesport,thefananditsownrelevanceasabrand.Theresultsofthesponsorshipactivationshowedimprovementsinclosenesstothebrand,consideration,returnoninvestmentandincreasedvolume.
Kellogg’s Ireland
representedbyAideen Mulligan
Kellogg’swishedtoraiseawarenessoftheirsponsorshipofGAACúlCamps,andtohaveafreshapproachtothepartnership.Thecampaignwasacross-agencycollaborationwithMCsquaredandCarat.Themainelementsincludedconsumerresearch,anationalPRlaunch,radiopromotions,liveevents,editorialsandcompetitions.Alsotherewasahighlytargeteddigitalpresence.APRcampaignprovidedover48millionopportunitiesforIrishpeopletoengagewithkeybrandmessages.Over80,000childrentookpartintheKellogg’sGAACúlCampsin2013.TheCornFlakesandRiceKrispiesbrandsgrewvolumeandvalue,andbothbrandsincreasedbrandfrequency.
Liberty Insurance
representedbyJohn Coffey
LibertyInsurance’sground-breakingsponsorshipunitedIreland’stwooldestfieldsportsundertheonesponsorforthefirsttimeinIrishhistory.ThestrategicapproachofpositioningHurlingandCamogieonanequalplatform,andthecommitmenttojointlysponsorboth,helpeddeliveradistinctive,fullyintegrated360°sponsorshipacrossmultipleconsumertouchpoints,drivingbrandaffinityandgrowinginsurancequotesandsales.Withinashorttime,LibertyInsurancecutthroughwithanoriginalandinnovativesponsorship,buildingengagementacrossconsumers,employees,GAAfans&clubs,keystakeholdersandcommercialbusinesspartners.
Musgraves
representedbyNiamh Scally
SuperValu,liketheGAA,liesattheheartofIrishcommunities.Theretailerbelievesinthepoweroflocal,andseekstocelebrateitssponsorshipoftheFootballChampionshipbygivingbacktothecommunitiesinwhichitoperates.Aspartofthesponsorshipactivation,€25,000ofinvestmentwentdirectlyintolocalGAAclubsinvariouspartsofthecountry.Thecompetitionforfundingcreatedacompellingconversationbetweenclubmembersandretailersontheimportanceoftheirrespectiveefforts.ByyearendSuperValuwasthetopperformingmultipleovertheall-importantChristmastradingperiod,anditsmarketsharesawanuplift.
Sponsored by
Page 19Ireland’s Marketing Showcase
Public Relations Campaign Award
Fáilte Ireland
representedbyAine Kavanagh
FáilteIrelandhassuccessfullyreassessedthehomeholidaybypromotingthediverserangeofactivitiesforalldemographicsthroughaseriesofliveaction,highenergycampaigns.Itfacedanewchallengefromgovernmentin2013todeliver‘TheGathering’,whilestillmeetingitsremittopromoteHomeHolidaysandencouragethedomesticmarkettoholidayathome.ItwasessentialthatthehomeholidayPRcampaignin2013wouldfullyleveragetheGatheringinitiativeandeventcalendarwhilesupplementingotheractivitiesdrivingdomestichomeholidays.WorkingwithQ4PR,theresultwasaverysuccessfulcampaignthatoverdeliveredonalltargetsset.
Laya Healthcare
representedbyLorraine Walsh
LayaHealthcarelaunchedtheinnovative‘BigScreen’campaign,thebiggestfreecardiacscreening,pledging€100,000worthoffreecardiacscreeningtosportsandsocialclubsacrossIreland.Thisprovidedvitalandpotentiallylife-savingscreeningstohelpdetectunderlyingconditionsthatcanleadtoSuddenAdultDeathSyndrome(SADS).BydrivingawarenessthroughaPRcampaign,LayascreenedhundredsofclubmembersacrossIreland,andeducatedthepublicontheriskofSADS,andreceivedsignificantpressandbroadcastcoverage.Thecampaign,supportedbyH+A Marketing+PRfeaturedonallmarketingmaterialstoencourageengagementonsocialmediaplatforms.
Mars Ireland
representedbyOrlaith Fortune
M&M’sisMars’flagshipyouthbrandthatwasintroducedtoIrelandin1986.TheMarsIreland‘KissMe,I’mIrish’PRinitiativewasanationwidesearchtofindMs.GreenanIrishsweetheartforIreland’snationalholiday,St.Patrick’sDay.ThecampaignsoughttobringMs.Greentolifeandcementhercelebritystatusinacreativeandexperientialmanner.ThePRcampaign,supportedbyEdelman,helpedcreatethebiggesteverbrandplatformforM&M’s,doublingpenetrationandgrowingthecategory,securingcoverageinkeynationalandregionalmediaoutlets,andmovingthebrandtobecomeoneofthetopchocolatebrandsinthecategory.
Mondelez
representedbySandra Gahan
ThePRcampaignaroundthe‘OrlaKielyforKencoMillicano’ideaprovidedtheopportunitytostandwellabovecompetitorbrands.Thecollaborationtickedalltherightboxesintermsbuildingawarenessandloyaltyforthebrand,engagingwiththeconsumerinanexcitingwayandprovidingtheretailerwithapromotionnotseenbeforeinthecoffeeaisle.TheinnovativeapproachtooktheKencoMillicanobrandoutsideitsnormalcomfortzoneandthesignificantPRactivation,supportedbyH+A Marketing+PRengagedwithconsumersresultinginthebrandcatapultingtotheNumber1positionanditsvalueshareachievingthehighestlevelsinceproductlaunch.
Newstalk
representedbyEmma Gavagan
NewstalklaunchedaPRcampaigntoachievenationwidebrandawarenessofthePatKennymovetoNewstalk,whichwasoneofthemostnotablemovesinIrishbroadcastinghistory,andthereturnofIvanYatestotheBreakfastshow.TheactivationachievedamassivePRvalue,determinedbyindependentevaluation.HundredsofpressarticlesandextensivebroadcastmediacoverageensuredalongreachandJNLRresultsshowthatthePatKenny‘MovetheDial’campaignachievedthemarketingobjectives.ThePRcampaign,supportedbyFleishman Hillard,hashelpedNewstalkachieveanincreasedmarketshareandPatKenny’sdailylistenershipmetrichasperformedverystrongly.
Sponsored by
IRS+ is a dynamic, innovative centralised media sales and marketing bureau, serving independent local and national, broadcast and digital media channels. For media owners IRS+ offers promotion, sales and representation to agencies, creative, media specialists and direct clients. For advertisers
and their agencies, IRS+ plus offers a range of off-the-shelf and bespoke packages targeting specific demographics at local and national level. A range of national packages are available through 21 local radio stations across Ireland.
www.irsplus.ie
Page 20The All Ireland Marketing Awards 2014
Sony Mobile Communications is a subsidiary of the Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. Sony is uniquely positioned to be the leading electronics and entertainment company in the
world. Through its Xperia™ smartphone and tablet portfolio, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony’s world of networked entertainment experiences.
www.sonymobile.com
Mobile Marketing Award
Arnotts
representedbyJosh Whelan
ArnottslauncheditsfirstmobileappaspartoftheChristmas2013onlinemarketingplan,anditconsistedofa1400productgiftguide,a25dayadventcalendarwithfreedailygifts,adailybrandcompetitionandculminatedwithoneuserwinningashoppingspree.Taskedwithdrivingshoppersin-storeduringthiskeyretailtradingperiod,theArnottsGiftAppcampaigntransitionedthestorefromaprintedChristmascataloguetoanonlinealternative.Thecampaign,supportedbyPúcalinkedtosocialmediaengagementtools,atargetedSMScampaignwasimplementedandavarietyofonlineinitiativeswerelaunchedinsupport.
Audi Ireland
representedbyKevin Dunne
AudiIrelandhadasignificantcustomerorderbanktoachieveforthestartofJanuary2014,andthemarketingteamrananumberofFutureNowTestDriveSalesEventsinconjunctionwithAudidealersaroundthecountry.As50%ofnewcarbuyersconductresearchontheirsmartphone,itwasdecidedtofocusonthischanneltodriveawareness.Todrivefootfallandencourageattendance,locationbasedserviceswereusedtoreacha20-mileradiusofeventlocations,withtargetedconsumersreceivingamessageadvertisingtheevent.MediacomsupportedAudionthiscampaign.Thereturnoninvestmentinthiscampaignwasexcellent.
Heineken
representedbyJohn O’Callaghan
MobileengagementwasseenbytheHeinekenmarketingteamasofferinguniquepossibilities,andtheyprovedthisbyhypertargetingthroughmobileandgrowingaspecificdesiredaudiencebasedontheinterestofyoungmaleconsumersingamingandreward.Beingactiveinthehandsofover55,000ofthedesiredtargetdemographic,gettingthemtospendanaverageof26minuteswiththebrandandinfluencingtheirchoiceofdrinkintheonandofftradechannelsissomethingthatonlyamobileplatformcouldenable.CKSKworkedwithHeinekenonthecampaign.Thestrongresultsofthiscampaignplacesmobileatthecoreofthebrand’sstrategy.
O2 Media
representedbyGemma Corbett
2013wasO2Media’ssecondfullyearoftradingandinthisperioditinvestedsignificantlyinmobilemarketingtechnology,helpingmanyIrishbusinessestakeasuccessfulfirststepintotheworldofmobilemarketing.Inthecourseof2013,mobilemarketingdeliveredsignificantbottomlineincomegrowthforO2,thecustomerbasewasbroadened,mobileserviceswereextended,andthefirm’sunderstandingofIrishconsumersresponsivenesstomobilemediawasdeepened.Revenuegrowthtargetswereexceededandcustomerloyaltyincreased.O2Mediahasmaintaineditsmarketleadershippositionandhasexpandeditstechnologyandproductrange.
RTÉ Digital Sales
representedbyKen Nugent
RTÉDigitalSalesoffersmobilerichmediaadvertisingsolutions,includingaselectionofinnovativeadformatsprovidingclientswithgreaterchoiceandmoreengagementwithtargetaudiences.ThisinitiativeispartofRTÉ’sdigitalstrategytoofferattractivesolutionstobothadvertisersandconsumers.Thispropositionoffersbrandsanopportunitytosetthemselvesapartfromcompetitorsandunderstandtheoptimalfeatures,formatsandstrategiesformobile.Thesegroundbreakingrichmediaadformatsaredrivingbrandengagementandloyaltyandalsoincreaseddirectactionssuchasappdownloads,salesbrochurerequests,leadgenerationanddirectsales.
Sponsored by
Page 21Ireland’s Marketing Showcase
International Marketing Award
Horseware Ireland
representedbyValerie Kennedy
HorsewareIrelandisaleadingglobalsupplierofhighqualityhorseblankets,andtheUSmarketisanimportantexportmarketofferinggrowthopportunities,particularlyinthepremiummarket.Themarketingteamdesignedaninternationalmarketingcampaigntotacklethesubstantialseasonalopportunityinautumn/winter.AnexistingTrade-Incampaignwasoverhauledwithastrongfocusonrevenueandcontributiontargets.Theexecutionofacomprehensiveconsumerandtradeplanensuredthecampaignover-delivereditsobjectives.Thepositiveimpactonconsumerdemandlastedbeyondthenormalseasondates,tothepointthatallstockssoldout.
Irish Dairy Board
representedbyKevin Friel
Themeadowmilkcampaignwasthefirstgloballyco-ordinatedcommunicationscampaigninitiatedbyIDB.Theactivitiesexecutedin2013werethefirstphaseinanongoingbattletowintheheartsandmindsofconsumersinthemarketsaroundtheworld.IDBispitchedagainstglobalgiantsinthedairyfieldwhohavelargerresourcesattheirdisposal.However,themarketingteamatIDBleveragedIreland’suniquestoryandbytellingitinamorecompelling,emotionalmannerusingnewmediatoensurethatwhenconsumersthinkaboutgreattastingdairyproducts,Kerrygoldistopofmind.
Openet
representedbyOisin O’Connor
Inatelecomssoftwareindustrydominatedbyhugemultinationals,Openetneededtocost-effectivelygainmarketshareandbrandrecognition.Theteamputtogetheracontent-drivencampaignthatbothenticednewcustomerleadsandengagedindustryanalysts.Withasurveyofoperatorsfromaroundtheworldandalivewebinarleadingthecampaign,Openetsuccessfullygrewitscustomerleadswhilstalsogainingtractionamongstanalystsasathoughtleaderintheindustry.Withincreasedbrandrecognition,agrowingsalespipeline,andamajorEuropeanoperatoralreadyonboardasacustomer,thiscampaignachieveditskeygoalswithinbudgetandontime.
Riverdream Productions
representedbyMary O’Donnell
Inthisfirstofitskindinternationalmarketingcampaignreachingaglobalaudience,theHeartbeatofHomeonlinetalentsearchbroughttheprocessofcreatingamulticulturaldanceshowtoaworldaudience.Itopenedtheauditionprocessforthefirsttimetoalldancersworldwide,withthefinalauditioneesbecomingapartoftheshowitself.WiththesupportofImage Now,thecampaigncreatedaninformedandengagedinternationalaudiencefromazeroknowledgestartingpointwithminimalmarketingspendandacompletelyorganicsocialpush.Thewebtravelsacrossbordersandboundariesandisthebesttoolforglobalmarketing.
Tourism Ireland
representedbyMark Henry
TourismIreland’schallengewastopromote“TheGatheringIreland2013”overseas,andtohighlightthemajoreventsthathadtourismpotential.TVandprintwereusedtoreach200millionconsumersabroad.Aninnovativedigitalstrategyhighlightedreasonstovisit,matchedeventstothepassionsoftargetconsumers,anddroveengagementwiththeseeventstoachieveconver-sion.Thecampaigndroveawarenessamongst4millionBritons,3millionGermans,1.3millionFrenchandtwo-thirdsofamilliontravellingAmericans.469,000additionaltouristsvisitedin2013,contributinganadditional€260milliontotheeconomy,exceedingtargetsandgrowingglobalmarketshare.
Located in the heart of the capital, Dublin Institute of Technology is Ireland’s largest marketing educator. DIT combines the academic quality of a traditional university with career-focussed learning, discovery and the application of knowledge. DIT and The Marketing Institute have joined
forces to create and offer several leading-edge postgraduate qualifications, the latest of which is the innovative new MSc in Digital Marketing and Analytics, which is currently recruiting for the September intake. www.dit.ie/marketing
Sponsored by
Page 22The All Ireland Marketing Awards 2014
Edelman is the world’s largest Public Relations firm, with 67 offices and more than 4,800 employees worldwide. Edelman Ireland delivers award-winning campaigns in media old and new producing tangible, measurable results for your business. We provide strategic thinking and deliver high-impact campaigns –
across the full spectrum of communications. Edelman understands the constantly shifting communications landscape. We provide pioneer thinking in everything we do and our brave campaigns are rooted in strategy which impact across all stakeholder groups.www.edelman.ie
Marketing Innovation Award
McDonald’s
representedbyRuth Kenneally
McDonaldsEurosaverisanestablishedsub-brandforMcDonald’sbutduetocompetitivepressureandcoreaudiencescuttingbackoneatingout,saleswereindecline.Themarketingteamsetouttoincreasevisitfrequencyandsales,andprofiledthecoreEurosaverconsumertogainanunderstandingoftheirmindset,lifestyleandhabitsandtoestablishastrongerconnectionwiththem.Theresultwasthedevelopmentof#eurosaverLIVE,abespokegigheadliningTinchyStryder,thatpresentedanopportunitytoimmersecustomersintouniquecontentthatresonatedwiththem.Thisinitiativecreatedastrongupliftinbrandengagementandsalesrevenues.
O2
representedbyTerri Harcourt
Withthe‘TheO2BigAdforaSmallBusiness’campaign,theO2marketingteamdeliveredaninnovativecampaign,demonstratingO2’sbeliefinsmallbusinessesinIreland.O2effectivelyshareditsstoresanditsbrandambassador,BrianO’Driscoll,withsomeofitssmallestcustomers.O2askedSMEstoenteracompetitiontohaveanadvertmadeforthem,featuringBrianO’Driscollpromotingtheircompany.Thewinner,MidlandTravel,hadanadcreatedandproducedforthemforYouTube,receivinghundredsofthousandsofviews,andthecampaigninvolvedRadio,DigitalandPR.ThisinitiativefirmlyestablishedO2amongSMEs.
RTÉ Digital Sales
representedbyKen Nugent
ThemarketingpeopleatRTÉDigitalSalessoughttousetheRTÉPlayertoleverageinteractivevideoadformatssoastoprovideadvertiserswithacreativeandcompellingwaytoconnectwiththeiraudiences.Threenewformatswereintroduced.FullScreenwouldinvitetheusertointeractthroughasimplecalltoaction,AdControlBarwouldallowtheusertoengageinmultipleways,andOn-Pausewouldremainonscreenuntiltheuserresumesplayorexits.Eachwasaimedatprovidinganengagingbrandexperienceandincreasingtheusersdwelltime,therebyextendingthelifeofanadcampaign.
The Irish Times
representedbyDoireann Sweeney
TheIrishTimesmarketingteamintroducedasportspodcast“SecondCaptains”toirishtimes.com,whichstartedproducingworldclassradiocontentspecificallyforanonlineaudience,afirstamongmediaoutletsinIreland.Themulti-awardwinningsportsteamjoinedTheIrishTimestoproducefourshowsaweek.SecondCaptainswasahugesuccess,withseveralmillionplays,evenattractinglistenersfromacrosstheworld.Ithasalsobeensuccessfulinattractinganewer,youngeraudience.ThisinitiativehasaddedtothereputationofTheIrishTimesforbeingattheforefrontofthemostinformedanalysisofnationalandinternationalsportingissues.
UPC
representedbyClodagh Strahan
TheUPCmarketingteamsetouttolaunchaninnovativenewproductthatwouldcreateanewwayofexperiencingentertainmentathome,resultingintheintroductionoftheconceptofConnectedEntertainmenttotheIrishmarket-effectivelytheconvergenceofTVandInternetononedevice.TheHorizonTVproductisdifferent,addressingconsumerneedsaswellasfutureneedsfromaTVexperiencebasedonextensivecustomerengagementintrialsandresearch.SuccessisevidencedbythehighuptakeofHorizonTVsincelaunch,withpreferenceatthehighestlevelsincetrackingcommenced.
Sponsored by
Page 23Ireland’s Marketing Showcase
BMW Ireland
representedbySheena McKeon
Duringchallengingmarketconditions,themarketingteamatBMWIrelandsetouttodeployanintegratedmarketingcampaignthatwouldpromptconsumerstoconsiderbuyinganewBMW.WorkingwiththesupportofcolleaguesatChemistry,theresultwasthe‘UltimateSummer’campaign,whichinvolvedthecompellingcommunicationofanoverarchingpropositionframeworkwitharangeofspecialoffers.ThisintegratedTTLcampaignaimedatstimulatingdemandandengagedbothdealersandconsumers.TherewasamajorspikeinsalesduringthecampaignandthishelpedliftBMW’smarketsharerisetooneofitshighesteverachievements.
Bord Gáis Energy
representedbyDermot Mulligan
BGEfacedintensecompetitionintheresidentialelectricitymarketincludingtheentryoftwonewsupplierstothemarket.Themarketingteamrespondedbydevelopingaholisticandmulti-facetedcampaignthatwouldcutthroughtheclutteranddelivercustomernumbersintargetedgeographicareasinwhichtherewaslowawarenessofBGEasanelectricityprovider.Thechallengewastodevelopanintegratedcampaign,supportedbyDDFH&B,withanationalleadthatincorporatedsignificantregionalactivity.Thisrequiredacomplexcreativeapproachthatrequiredsignificantlocalisationofmessaging.ThecampaignexceededallitstargetsanddeliveredamassiveROI.
Coca-Cola Ireland
representedbyAoife Nagle
Coca-Colawaslosingshareandbrandrelevance,ascompetitivepressurewasleadingconsumerstoswitchouttoalternativecategories.Themarketingteamneededtofindawaytohaveconsumersfallbackinlovewiththebrand.The‘ShareaCoke’integratedcampaignwasaimedengagingconsumersinawaythatreinforcedcorebrandattributesandputtheproductanditsiconiclogoattheheartofit.Thecampaignranacrossawiderangeofmediaanditresultedinaturnaroundinvolumesalesandshareaswellaspurchasefrequency.
Irish Distillers
r
epresentedbyFiona Carroll
Jamesonfacedchallengesinitshomemarketwiththetargetaudienceof25-34yearoldmales.TheJamesonGinger&LimemixwasseenaskeytoprovidingconsumerswithanalternativewaytodrinkJamesonandultimatelytochangetheirperceptionofthebrand.ThisactivationofthisintegratedcampaignshowedthetargetconsumertheflexibilityoftheproductanditmadeJamesonmoreapproachableandaccessibleforthem.Thecampaignachievedveryhighscoresinmeasuressuchasawarenessandappeal,anditledtoanincreaseinvolumeshareforJameson.
Liberty Insurance
representedbyJudy Mullane
AsayoungAmericanbrandintheIrishmarketplace,LibertyInsuranceneededtodrivebrandawarenessandincreasedconsideration.ThemarketingresponsewasanintegratedcampaignwhichdemonstratedunderstandingoftheIrishpassionforsport,andleveragedthecompany’sassociationwithHurlingandCamogieonanequalplatform,acrossmultipletouchpointsandawiderangeofmediaona360-degreebasis.Thecampaigndeliveredamulti-millioneuroresultofcombinedPRandmediaexposureanddroveengagementwithconsumers.Theultimateresultwasasignificantincreaseinquotesandsales.
Sponsored by
Vodafone is Ireland’s leading total telecommunications provider, meeting 2.4 million customers needs across mobile, fixed line and DSL. Vodafone’s brand promise of power to you reflects its commitment to enabling its customers to be confidently connected to the things that matter to them.
Vodafone have a strong history in innovation, constantly seeking to deliver best in class customer centric products and services.
www.vodafone.ie
Integrated Marketing Award
Page 24The All Ireland Marketing Awards 2014
Kerry’s Consumer Foods business is one of the leading suppliers of branded and private label chilled food. As a leading food manufac-turer, it knows that keeping up with discerning customer demand means continuously improving every aspect of its operation, including technology, processes, quality levels and customer service. Kerry
is behind some of the best known and best-performing brands in the market – such as Richmond, Galtee, Walls, Denny, Dairygold, Cheestrings, Charleville, Low Low and Pure. The mission is straight-forward – to fill the country’s fridges with simply brilliant food.
www.kerrygroup.com
Sponsored by
BT Ireland
representedbySinead Nic Oireachtaigh
TheBTYoungScientist&TechnologyExhibitionisapowerful,grassroots,educationalinitiativeacrossIrelandwhichhasbeenacentralfeatureinIrishlifefor50years.ThroughthisCSRprogramme,BThelpstonurturecriticalskillscommercialisation,criticalthinkingandinnovation.WorkingwithFleishman Hillard,BTIrelandexecutedanextensiveactivityprogrammetomarkthe50thanniversaryoftheprogramme.Thissucceededingeneratingexcitementandparticipation,capturingtheheartsandmindsofthemediaandgeneralpublic,whichwasreflectedintherecordbreakingnumberofentriesreceived,visitorstotheexhibitionandmediacoverageachieved.
Lidl Ireland
representedbyCaitriona McCarry
LidlwishedtoimplementaCSRinitiativethatwouldmakeameaningfuldifferenceandimprovethelivesofthelocalcommunity.Asaretailer,Lidlhasasubstantialamountoffoodwasteduetothehighqualitystandardsforfreshfoods.ThecompanydecidedtotryandhelpalleviatetheproblemoffoodpovertyinIreland,andestablishedapartnershipwithCrosscaretodistributesurplusfoodtoneedypeople.LidlhasbecomethefirstretailertoestablishastructureddailydonationserviceandfirstevermobilefoodbankinDublin.ThisinitiativeisanexcellentfitwiththeLidlbrandpositioninganditsinherentvaluesandwasfulfilledwiththehelpofcolleaguesatChemistry.
Today FM
representedbyPeter McPartlin
TodayFM’sShaveorDyeCSRprogrammeisaimedatraisingfundsfortheIrishCancerSociety.The2013campaignsoughttobuilduponpreviouslysuccessfulyearsbyconveyinganewurgencyandrefreshingtheactivitiestoavoiditbecomingjaded.TheMonksVPunksthemewasintroducedandahostofVIPswererecruitedtothecampaign,whichaimstoempowerpeoplewhohavebeentouchedbycancer,gonethroughacancerjourneythemselves,orinsomecasesgotpeopletoundergocheck-ups.TheradiostationprovidesaplatformandavoiceforthesepeoplethroughShaveorDye.
Ulster Bank
representedbyLita Notte
‘EnablingSocialImpact’isauniquecausemarketingcampaignruninpartnershipwithTheWheel,toengageandNot-For-Profitbusinesses.Thepropositionrespondedtotheneedsofcharities,helpingtobuildtheircapacityandfuture-prooftheirbusinessesbyprovidingservices,advice,leadershiplearningopportunitiesandaccesstothebank’sstaffforfundraisinganddonations.Brandingimagerywasthoughtfullychosentoconveythesharedethosandvaluesoftheaudience.HoweverEnablingSocialImpactmovesfarbeyondtraditionalbrandadvocacy,creatinganauthenticspacewheresocialvaluemeetsbusinesspurpose.
Vodafone Ireland
representedbyNatalie Hodgess
TheVodafoneIrelandFoundationbelievesinthepoweroftheyoungpeopleofIrelandtobringaboutimprovementsintheircommunitiesandwidersociety.InpartneringwithYoungSocialInnovators(YSI),Vodafonesetthechallengeofengaginganaudiencewhichhasgrownupinarecession.DeliveringambitiousgoalsawVodafoneleveragingitspeople,technologyandpowerfulbrandtosupportYSIintruepartnership.Thecampaignhasresultedinsignificantsuccesses,over-achievingtargetsandlayingthesustainablefoundationsforthissociallytransformativeCSRinitiativewhichsupportsyoungpeopleintakingactiontoimprovetheworldtheylivein.
Corporate Social Responsibility Award
Page 25Ireland’s Marketing Showcase
BFree Foods
representedbyAlex Murphy
BFreeFoodslaunchedin2011anditcreatesandsuppliesmarket-leadinghealthybakeryproductstoIreland,theUKandnowtheUSA.ThemarketingapproachtakenbyBFreewastoengagewiththetargetaudiencetogetadeepunderstandingoftheissuesthatfaceaglutenfreeconsumerandtheproductsthattheymiss.Theresponsewastocreateashelf-stable,allergen-freetortillawrapthattastedgreatandhadgoodnutritionalcomposition.ThebiggestachievementwiththeBFreewrapwasanationwidelistingintoASDAUKaswellastheIrishmultiples,Tesco,DunnesandMusgraves.
Glenilen Farm
representedbyAvril Twomey
GlenilenFarmsoughttoincreaseitsyoghurtofferingbyintroducingnewformatsintothewideryoghurtcategorysuchasKidsandEverydaymulti-packs.Thisapproachalsohelpedthecompanyfightagainststrongcompetitionfromprivatelabelintheglassjaryoghurtsector.WithaKidsYoghurtRangenowonthemarketaswellasa4-packoffering,Glenilen’sstrategytogainmoremarketsharethroughnewproductintroductionsandformatshasbeenarealsuccess.GlenilenFarmnowhasasubstantialyoghurtofferingacrossthecategoryprovidingawiderchoiceforconsumerswhowantGlenilenFarm’sAuthenticFarmhouseTaste.
Kevin Dempsey Distributors
representedbyKevin Dempsey
KevinDempseyDistributors(KDD)isamarket-leadingtradedistributorintheHomeFurnishingsmarketinIrelandandBritain.Thecompanyseizedtheopportunitytoacquiretheassetsofadomesticmarkettradesupplierofgeneralwindowblinds,andthisopenedupanewmarketsector.Itquicklyrebrandedtherangeandintegratedtheoperation,andlaunchedStyleLineExpresstothehomefurnishingmarket.Thismarketingplanthatwasimplementedtosupportthisnewproductdivisionhassuccessfullygrownthecompany’smarketshareinthedomesticmarketwithexportingtoBritainduetocommenceimminently.
Reep Rewards
representedbyJames Lenehan
ReepRewardslaunchedarevolutionarynewpropositioninvolvingamobileapplicationthatrewardsconsumersfortheirloyalty.Primaryresearchshowedthatbrandsandretailerswantedtotrack,rewardandengagetheirconsumersbutthecostofloyaltyprogrammeswasprohibitiveformany.WiththesupportofWinsight,theresponsewasacoalitionloyaltyconcept,doingawaywiththeneedformultipleloyaltycardsanddeliveringinstantrewardsincash.Thebusinesshassignedupmajorfmcgclients,andonatightmarketingbudgetitreachednumber3intheappstorewithtensofthousandsofdownloads.
Teebusters
representedbyIan Bolton
Teebusters.comisaDublin-basedbusinessthathasdevelopedaninternationalonlinetrade,sellingarangeoftime-limitedproductsinthefashionmarket,andshippinglimited-editionclothingworldwide.Theideaisthatdesignersandartistsuploadtheirownuniquedesignsbasedontopicalconceptssuchasmovies,TVshows,games,superheroes,andtheTeebustersonlinecommunityvotesonthedesignstheywouldliketoseeprinted.Basedonpopularity,thedesignsareproducedandofferedforsaleforaperiodof48hoursonly,nevertoberepeated.Thebusinesshasseensteepgrowthinrevenues.
Sponsored by
AIB is proud to sponsor the ‘Small Business Marketing Award’, demonstrating its continued commitment and support for the SME sector and specifically small businesses. This award acknowledges business entrepreneurs who show great innovation, resilience and determination to market
their business against larger competitors. AIB continue to work with SMEs to ensure they have all the information, advice and support they need to manage and grow their business profitably.
www.aib.ie/business
Small Business Marketing Award
Page 26The All Ireland Marketing Awards 2014
Carat is the world’s leading independent media planning and buying specialist, and the Carat network comprises 6,700 people in 130 countries. Carat defined the sector when it was established as the world’s first media independent in 1968. Since then, advances in digital technology and changing
consumer behaviour have created an era of unprecedented complexity and opportunity for marketers. In this new era, Carat is leading and shaping the industry once again, redefining media to deliver business value to clients.
www.carat.ie
Bank of Ireland
representedbyBarry Gray
BOIcreditcardsalesweresufferingduetodepresseddemandandtheintroductionofthevisadebitcard.Themarketingteamsetouttogeneratedemand,toencourageonlineapplicationsandtodriveearlyusageofthecardspost-sale.Theresponseresultedindramaticallyimprovedefficiencyofthecustomerjourneyonline,therepositioningofthecreditcardwithintheconsumercardsportfolioandacampaignthatleveragedthesechangesanddrovenewdemand.Thedigital‘I’mintheknow,areyou?’campaignpositionedtheBOIcreditcardasthe‘smartwaytopay’andonlinesalesmorethandoubledduringthecampaignperiod.
Brown Thomas
representedbyOrla Deane
BrownThomassoughttostimulateperformanceofitsrangeofdesignersunglasses,anddevelopedadigitalcampaignalongwithcolleaguesfromICAN.Thetaskwastodeliverthecampaigninanengagingwaytothetargetaudience,andshowcasethedesignerbrandsonalowbudgetwithoutcompromisingproductionvalues.ThiswasthefirstIrishdisplayadcampaignmadefromVinevideo,whichairedonsocialmediaandtargetedwebsitesthroughrichmediadisplayadsandinaFacebookcompetition.Thisgeneratedhighvisibility,increasedtraffictothewebsite,greaterfootfalltothestoreandultimatelyanincrementalliftinsales.
Eircom Group
representedbyJohn Anslow
EircomdevisedadigitalmarketingcampaignaimedatleveragingitssponsorshipoftheSeniorFootballChampionship.Thecampaignfusedavarietyofdigitalspecialismsincludingdisplay,search,mediapartnerships,responsivewebsitedesignandbuild,social,andcontentcreation.The‘experiencemore.ie’websitewasthefulcrumofthisactivityandsocialplatformswereintegratedthroughout.TheeircomGAAFanPic,afirstforCrokePark,wasanintegralpieceofdigitalinnovation.Thisideaexecutedandamplifiedexceptionallythroughsocialchannelsultimatelyenabledamassivenumberofearnedmediaimpressions.Thecampaignprovedtobeaverysuccessfulone.
Heineken
representedbyJohn O’Callaghan
CoorsLightbuckedthetrendofthedeclininglagercategorybygrowingitsvolumethroughinnovativemarketing.Howeveritfacedthechallengeoflackingengagementwithitsdesiredcoretargetmarketofyoungmales.Themarketingteamsrespondedwithadigitalcampaign,supportedbyCKSK,thatdevelopedabigplatformidea,activatedacrossalltradechannels.Theaimwastobuildbrandinvolvementandsowinovermorenewconsumersfromcompetitors.CoorsLightsecured900outletsacrossthecountryinHeineken’slargest-everactivation.ThecampaignoutperformedallKPIsincludingbrandusageandsalesvolumes,aswellasincreasedfootfallintheon-trade.
Mondelez
RepresentedbyEoghan Crawford
TheMondelezdigitalmarketingJoyvillecampaignforCadburyDairyMilkwas100%Irishplanning,creativeandexecution.ThestorywasunfoldedtotheFacebookcommunity,anditusedtraditionalmaildropstogeneratebuzzwithkeyinfluencersandmediaacrosstheirTwitterandFacebooknetworks.ItusedpromotedtweetsandFacebookpoststodrivefurtherviewsandbeganaYoutubehomepagetakeoverwithqualityinteractivebannerads.ItthenbeganusinginternationalsitessuchasGoogleplus,PinterestandothersocialpagesontheCadburyDairyMilknetworktomaintainmomentum.Thecampaigncausedupliftinthemajorbrandmetrics
Sponsored by
Digital Marketing Campaign Award
Page 27Ireland’s Marketing Showcase
Aviva
representedbyCathy Summers
Avivawantedtofollowupontheirimprovedbrandmomentumbyfocusinginonwhatreallymatterstocustomerswhenbuyingcarinsurance-agreatdeal.Alsoimportantwasthereassuranceofbeinginsuredbyastrong,reputablecompanyandgettingahighlevelofservice.Thenewexecutions,featuringcomedianMarioRosenstock,sawthecreationoftwonewcharacters,MetalMossyandFitTony.Thiscampaigndeliveredrealcut-throughwhilealsoallowingAvivatobenefitfromaconsistentapproach.Thisresultedinimprovementsinawarenessandconsideration,andanupliftinquotesandsaleslevels.
Diageo
representedbyDavid Heaney
Despiteits300yearhistory,Smithwick’swasstagnatingasabrand,anditwaslosingvolume,saliencyandrelevancewithIrishconsumers.Thetaskwastogrowmarketsharethroughpenetrationaswellasincreasingawarenessandbrandequitymeasures.Withtheinsightthatexperienceisonlyasgoodaswhatyoudowithit,anadvertisingcampaignwasdevelopedwiththeassistanceofcolleaguesatAdam&EveDBB.RepresentingboththeheritageofJohnSmithwick’sandanactualpintofSmithwick’s,theSquirrelbrandcharactermodernizedthebrand,andmoreimportantlyitalsomonetizeditwithanincreaseinsales.
Electric Ireland
representedbyJackie Garvey
Havinglaunchedanewbrandidentityin2012inderegulatedandcompetitivemarketplace,ElectricIrelandhadthechallengeofcreatingadifferentiatingbrandpositioninginalowinterest,lowengagementsectordominatedbypricemessages.Developinginsightfromresearch,theElectricIrelandteam,workingwithIrish International,developedanewbrandpropositionandfromthattheycreatedanexternalbrandpositionwiththeendline:“Powercomesinmanyformsweunderstandthemall.”WorkingwithMedia Vest,amediastrategywasdeveloped.Thecampaigncreatedanimpressiveshiftinbrandawarenesshavingbeenseenby90%oftheIrishpopulation.CustomernumbersinkeystrategicareasofGas&SMErosesignificantly.
No Nonsense Insurance
representedbyBrian Healy
ShiftsinthecarinsurancemarketmeantthattheNoNonsensebrandhadtorepositionitselfwiththeultimateobjectiveofbecomingthepre-eminentlowcostplayerintheindustry.Themarketingteamidentifiedtheidealconsumertargetasbeingpartialtoentertaining,irreverentadvertisingthatalsoinstillsconfidence.Similarlythemediabuyingstrategywasdirectedatthelifestyleofthisbullseyetargetmarket.The“DrivenDaniel”advertisingcampaignranacrossTV,Radio,OutdoorandDigital.Ultimatelyithasbeenhugelysuccessfulwithstrongyearonyeargrowthinkeyperformancemetrics.
Sky Ireland
representedbyMichael Markey
Skygrabbedtheopportunitytomoveintothetripleplayandbroadbandmarketin2013byaddressingtheircustomers’expectationtoprovideallthreeservices.ThecampaignfeaturedactorPierceBrosnananditwasbasedon“it’sarrived,nowyoucanbundleunlimitedbroadbandwithcallsandSkyTV”.ThemessagewasthatSkyBroadbandwascausingsuchasenseofarrivalthatevenaHollywoodactorgotoverlooked.ThecampaignwasthemostsuccessfuleverrunbySky,anditcommunicatedanewandappealingtone,aswellascreatingsignificantincreasesinkeybrandmetrics.
Sponsored by
Newstalk’s weekly schedule starts with ‘Breakfast’ hosted by Ivan Yates and Chris Donoghue, delivering news, business and market updates, sports, and key interviews. Then Pat Kenny brings his incisive analysis to the day’s news and current affairs every weekday morning. Jonathan Healy hosts the Lunchtime” show
with breaking news and analysis. Afternoon programmes are led by Sean Moncrieff followed by the hard-hitting ‘Right Hook’, present-ed by George Hook. Newstalk’s multi-award-winning sports show, Off the Ball, broadcasts every evening from 7pm to 10pm.
www.newstalk.ie
Advertising Campaign Award
Page 28The All Ireland Marketing Awards 2014
Marketing Team of the Year Award
Britvic Ireland
representedbyLeonie Doyle
ThemarketingteamatBritvicIrelandoperatesinadifficultmarketbutthroughitsfocusongrowth,ithashadaverystrongyear.Theteamaimstobemoreagilethancompetitorsandrespondmorequicklytoconsumertrends.Marketingcampaignswereworkedofftightbudgetsbutwererootedinstrongconsumerinsight.Achievementsincludedthere-launchoftheClubBrand,therevitalisationoftheRobinsonsbrand,there-launchoftheiconicTKbrand,andtheexportofBallygowantoBritain,aswellasconsumeractivationsonMiWadiandFruitShoot.Theteamhasshownhowdoingstrongactivationacrosstheportfoliocanachievesharegrowth,andincreasepenetrationandfrequencyofpurchase,resultinginprofit.
Electric Ireland
representedbyLisa Browne
TheElectricIrelandmarketingteammadethetransitionfromderegulationandrebrandingtocompeteinacompetitive,price-drivenmarket,anddeliveredaprogrammeofcommunicationsandeventsincludingtherepositioningofthebrand,aninternalbrandengagementprogramme,asponsorshipandsocialmediastrategy,activationofthe‘PoweringKindness’,andsponsorshipsofElectricPicnicandGAAMinorFootball&HurlingChampionships.Engagingcolleaguesacrossfunctionstodevelopabespokecustomersegmentationmodel,theteamusedinnovativemethodstodeliveracommunicationsstrategy.ThishadarealimpactresultinginaverystrongperformanceagainstallKPIs.
KBC Bank Ireland
representedbyAidan Power
AsKBC’sambitiontobecomeatopretailbank,theroleofmarketingintheorganisationbecamepivotalinthecompetitivebattlewithIreland’stwopillarBanks.Themarketingteamtookthetaskofcreatinganewbrandplatformthatwouldresonatewithandattractconsumersacrosstheextendedrangeofproducts,aswellasreinvigoratingstaff.KBCbecamethe‘BankofYou’andthedeliveryofthispropositionwastaskedtomarketingwhohadtogrow,developandadapttomeetthechallengeandsucceedingrowingthebusiness.Theteamenhanceditsstructuretoensureeffectiveteamwork,usingqualityagencypartnersandworkingtodeliverimpressiveresultsintighttimelines.
Kerry Foods
representedbyNicola Weldon
ThemarketingteamatKerryFoodsfocusedonturningachallengingmarketplaceenvironmentintoanopportunity.Throughamotivationalteampro-gramme,Kerrypositioneditsbrandedbusinesstocompeteeffectivelyandtodrivesustainablelonger-termgrowth.WhenmarketconditionswereputtingpressureonmarketingROI,thetaskofcreatingaconsumer-centricmarketingorganisationwasachallenge.Focussingonlearninganddevelopment,Kerry’senergisedandpassionateteamwasinapositiontomeettheimminentneedsofthebusiness,andfuture-proofitsbrandsforsustainablelongertermgrowththroughthedeploy-mentofaninspiringcategoryandbrandstrategyacrossthecommercialbusiness.
Liberty Insurance
representedbyAnnette Ni Dhathlaoi
TheLibertyInsurancebrandlaunchedin2012andthechallengewastopositionLibertyinthemarketplace,stabilisethecustomerbaseanddelivergrowthinadecliningmarket.Thenewmarketingteamneededtohitactquickly,unitingdepartmentsacrossgeographiclocations,mobilisingthepowerofcrossfunctionalteamsandmaximisinglimitedresourcestocutthroughinaclutteredmarketplace.Fromlaunchtodate,promptedbrandawarenesshasdoubledwhilebrandconsiderationhastrebled.Byend2013profitablegrowthwasachieved,particularlyamongsaferdrivers.Theteamdeliveredasponsorshipthatnowenjoysahighawareness,anditespeciallydrovestrongconsumer,brokerandemployeeengagement.
O2 Media helps brands engage with consumers via their phones delivering the right message to the right people at the right time and place. Set up in 2011, it is the only Irish mobile operator providing the full range of location and behavioural targeted advertising, CRM messaging tools, mobile
payment and search engine marketing services. Its expertise, technology and market insight help brands make sense of a complex mobile landscape.
www.o2media.ie
Sponsored by
Page 29Ireland’s Marketing Showcase
All Ireland Marketing Champion
The Irish Independent holds the unique and undisputed position as Ireland’s largest selling and best read daily newspaper. Independent.ie is Ireland’s No.1 choice for online news, and it is the country’s leading and largest online news publishing site. The company’s strength in both the print and online markets is
testament to its authoritative and trusted platforms of vibrant journalism across all sectors, also underlining how its readers and users react so positively to its comprehensive offering, which sets the agenda across a range of fields every day.
www.independent.ie
Sponsored by
John Teeling
JohnTeelingisanentrepreneurwhohasdemonstratedthroughhisvariedcareeranunderstandingofmarketsandaskillinservingthemprofitably.Hehashadatleastthreecareerstrandsinhislifesofar,academic,explorerandwhiskeydistiller.Hehasestablishednumerouscompanies,someofwhicharelistedontheLondonStockExchange.AsExecutiveChairmanofthe162Group,whichtodayownsmultiplebusinessesinmining,explorationandalternativeenergy,John’shighestprofileventure,CooleyWhiskey,wassoldtoJimBeamfor$95million,andheiscurrentlybuildinganumberofnewdistilleries.
Likemanysuccessfulbusinesspeople,Johnbeganworkingwhilestillateenager,andbywinninganumberofscholarshipshewasabletoundertakethird-levelstudiesinbusiness.
JohnhashadalongcareerinIrishbusiness.HelecturedinBusinessAdministrationatUCDfor20years,andheholdsdegreesfromUCD(B.Comm,M.Econ.Sc.),anMBAfromWhartonBusinessSchool,andadoctoratefromHarvardBusinessSchool.
JohnisafirmbelieverinthenecessityforIrelandtodevelopourownsustainable,competitivenativeIrishbusinessbaseinordertoensureourlong-termsuccess.Healsopassionatelybelievesintheneedformarketingtobeentrepreneurialinnature,ideas-driven,practical,energetic,resilientandpreparedtotakecalculatedrisks.
Thisspecialawardisdesignedtohighlighttheexceptionalmarketingperformanceofabusinessleader,anditismadetoanindividualselectedbytheMarketingInstitute.
Page 30The All Ireland Marketing Awards 2014
Shane Hollandisanaward-winningIrishdesignerwho,alongwithhisskilledteamofdesignersandcraftsmenbasedinDuleekCo.Meath,hasdelivereddesignprojectsinvolvinglighting,furnitureandsculpturalelementsinmixedmaterials,hereinIrelandandinternationally.
“My mission is to create items of functionality, elegance and expression which will last into the future.”
ThecommissioneddesignfortheMarketingInstituteofIreland’sAllIrelandMarketingAwardsusesthethemeofthefeatherasanobjectofeleganceandgentlepersuasion.Itisinasenseametaphorforthepracticeofmarketingthatcantickleorpersuadethebiggestanimalororganisationintoreactingtoitsstrength.Itcanevenguideaheavybutfast-movingarrowtocircumnavigateinanarc,ortostrikehomeonatargetthatseemsfaraway.Theawardisconstructedinstainlesssteel,bronzeandstainedash.
All Ireland Marketing Awards Trophy
Page 31Ireland’s Marketing Showcase
These scholarships are intended to support our mission to strengthen the practice of marketing in Ireland, and to provide opportunities for marketing professionals who require financial support to undertake education and training courses. If you are hungry for serious learning and development, but are currently being held back by financial constraints, a Marketing Elevator Scholarship could provide a welcome boost to your career.
For further information: See www.mii.ie/elevator or contact Ailish Hollingsworth at The Marketing Institute, [email protected] or phone +353 1 295 2355.
www.mii.ie/elevator
Marketing Elevator Scholarships
The Marketing Institute of Ireland’s Marketing Elevator Scholarship Programme is a series of scholarships for our education and professional training solutions.
des
ign
vers
o.ie
www.aimawards.ie
The Marketing InstituteMarketingHouseSouthCountyBusinessParkLeopardstown,Dublin18Ireland
www.mii.ie
Ireland’s Marketing Showcase
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