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2017 Awards Finalists

Advertising Campaign Award

Lidl Ireland
Aldi Ireland
eir
National Lottery
Permanent TSB

Sponsored by

Lidl Ireland

represented by Suzanne Torsney

Lidl traditionally faced major challenges over the Christmas period, with a limited range of branded goods and intense competitive activity vying for the Christmas shop. To drive relevance in the market, Lidl promoted two ranges of own brand that appealed to the trade up mentality, and set out to capture the hearts and minds of the Irish shopper with the ‘Homecoming’ advertising campaign, developed with the help of colleagues at Chemistry. This campaign focused on the Irish family Christmas, and the sense of place that becomes so poignant at Christmas time. The campaign gained the highest awareness of Christmas ads and drove a major uplift in sales.
Winner
Aldi Ireland

represented by Rita Kirwan

Aldi’s ‘Kevin The Carrot’ campaign was very successful, being called ‘the cutest Christmas ad ever’. Cuteness aside, the campaign delivered sales and market success for Aldi, supported by McCann Manchester. There was a strong customer reaction, and thousands of Kevin the Carrot toys were sold in store, helping FoodCloud with their crucial work. Every aspect, from the teaser advert to the heartwarming conclusion, was integrated, with high quality executions across print and digital. Aldi moved from fourth to first place in terms of retailer growth by the end of the year, with the best Christmas ever in terms of sales and profitability, despite being outspent by major competitors.
Finalist
eir

represented by Oisín Masterson

The eir journey started with a new brand and continued through to changing the sporting landscape in Ireland by acquiring Setanta Sports. To communicate this news, eir launched its biggest campaign of 2016 “We’re Setting Sports Free”. The campaign’s primary objectives were to drive awareness of the rebrand and the value eir broadband customers received, while also building broadband growth and eir brand consideration. The campaign, supported by DDFH&B, was a full TTL campaign incorporating all paid for media channels (TV, OOH, Press, Radio, Digital and BTL acquisition) and owned channels (CVM, Social Media, Call Centres, Retail, field sales and eir employees).
Finalist
National Lottery

represented by Maebh Gleeson

National Lottery worked with agency DDFH&B and others to address the challenge of landing a price increase with consumers and delivering the Irish relaunch of EuroMillions. Based on the insight, “wouldn’t Ireland be a grand place if it were only in the sun”, a narrative was developed around Donal, a EuroMillions winner, and his gift of an island to the Irish people. The fact Ireland outperformed all other EuroMillions lotteries, with the same proposition, underlines the pivotal role and potency of the #ShareTheDream advertising platform in step-changing the performance of the brand. The advertising campaign delivered the biggest sales uplift across the ten EuroMillions lotteries.
Finalist
Permanent TSB

represented by Dearbháil Feehan

Permanent TSB launched the Explore Account to build consumer confidence and relationships, and needed to shift perceptions of current accounts and drive acquisition with a strong advertising campaign that worked at a functional and an emotional level. The campaign results delivered impressive highs in customer consideration, NPS scores and phenomenal brand tracker results showing the advertising as over-indexing for positive consumer reaction, setting a new record for any industry in ‘new & interesting’. There was a huge uplift in website traffic, calls requesting appointments/ accounts application and impressive engagement rates across social channels.
Finalist