With the paint market down by a third, Dulux recognised that to grow their business in 2011 they would need to drive market penetration, frequency and weight of purchase. With the assistance of agency Boys & Girls working with Mediacom, vStream and Touchstone PR, the ‘Let’s Colour’ project was brought to Ireland and localised through a communications platform of ‘adding colour to peoples’ lives’. The market was to be engaged through a fully integrated 360° campaign in two phases, Inspire and Involve. This resulted in a massive increase in spontaneous brand awareness and consideration scores. The commercial results included strong volume gains and market share increases in both volume and value, at a time when the rest of the category remained flat.

Element Pictures released the film ‘The Guard’ supported by an integrated marketing campaign using media across television, outdoor, national press, radio and online. This was backed up with promotional screenings and competitions and a major press conference with Brendan Gleeson and the director which gained exposure across radio, print and online. Facebook and Twitter provided high levels of interaction with the audience, and a set of specific POS materials was developed for cinemas across the country. The result was a launch that outperformed many international blockbuster titles, and it was the most successful Irish independent film ever released, becoming the No.3 film of 2011.

The branded cream market has been in steep decline in recent years, under price pressure from private label. Avonmore cream had been suffering from this trend, and following a strategic review of the category, with particular emphasis on drivers of consumer behaviour and choice, a brand differentiation strategy was developed. Consumer communications, digital engagement, innovation, sponsorship and in-store activation were all combined into an integrated strategy designed to halt the decline and drive profitable growth. By the end of 2011, as a result of the concerted marketing effort, Avonmore cream had returned to growth despite the continued penetration of private label.

Toyota developed an integrated marketing campaign, assisted by Javelin, to launch the new Auris Hybrid model. The focus was on the need for people to experience the car and its unique driving style. So, contrary to category norms, the technology, specifications or aesthetics of the car did not feature. A character, an American, in a white suit, was created as the hero of a major multi-media campaign. Ten 10 second ads were developed with specifically Irish content, and supported by radio, press, outdoor, social media and various digital formats, and a training initiative involving 200 staff was delivered. This campaign achieved sales of the new model way ahead of target, and significant talkability in the marketplace.