DAA set about creating a strategic plan to develop The Loop at Dublin airport, including the dominant category, Irish whiskey. At the core of this strategy was the creation of a new and bespoke retail space, the “best Irish whiskey store in the world”. DAA designed an “unexpected” 80 sq.m shop that drew inspiration from the fashion and beauty industry to create a luxurious showcase for the product range. This brand new innovation has delivered a concept that challenged conventional thinking and presentation, and has delivered impressive results for DAA. Sales of the product range grew by one-third in a year, and average passenger spend was increased.

With a recent name change from ESB Customer Supply, Electric Ireland wished to strengthen its positioning within an atmosphere of technology, innovation and growth, and achieve talkability in the tech sector. Assisted by Tequila, the company developed a strategy which included a creative and technical innovation in its involvement with the Dublin Web Summit. The objective was to expose not only every attendee at the event, but the wider business community, to the brand. In addition to sponsoring the tech start-up competition, the company launched the world’s first Tweet Café, and this was reported to be the fastest spreading tech story in the world on the first day of the event.

Cadbury Dairy Milk is the number one chocolate brand, but the marketing team were challenged to protect the brand from competitive pressure. Innovation was at the heart of the marketing response, which was developed with the help of PHD. The use of photron camera and long striking technique conveyed taste in a completely new way, and was a groundbreaking use of graphics for performing taste appeal. Innovative use of outdoor created temptation trails around hot-point stores, and the company pioneered the use of near field mobile technology. This was the first FMCG brand to use census-based data to target specific audiences. These innovations led to a significant uplift in sales revenue and market share.

In the fiercely competitive grocery retailing sector, SuperValu recognised pricing as an important rational trigger for consumers, but also spotted an emotional trigger around supporting local Irish companies. In seeking to tell the story of SuperValu’s commitment to local Irish producers, the marketing team, supported by colleagues at Starcom, created an innovative solution, two complimentary story-telling partnerships with RTĒ television and The Sunday Independent. Four long-form documentary ads featuring Kevin Dundon, together with a series of premium press spreads combined the power of two major media brands. As a result, SuperValu grew its revenues and overtook its competitors to become Ireland’s leading grocer for local and Irish produce.