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2018 Awards Finalists

Advertising Campaign Award

Glanbia
Linda Sheehan
Boyne Valley Group
Ann-Marie Brady
Energia
Geoff Codd
SuperValu
John Kelly
Toyota Ireland
Zoe Bradley

Sponsored by

Glanbia

Linda Sheehan

In order to continue to drive brand momentum in 2017, Glanbia knew it had to educate the consumer about the fact that Irish people don’t get enough Vitamin D – an essential vitamin that is needed in order to absorb calcium and help maintain healthy bones. An emotional connection was required, and with the assistance of BBDO, this was incorporated into the advertising campaign in 2017, and this was linked through a range of activities from the RTÉ Weather sponsorship, TV and radio, to an on-pack offer offering an opportunity to present the weather on RTÉ. The advertising campaign helped deliver a growth uplift in 2017 and moved the dial on key performance indicators such as “offers a real advantage”.
Winner
Boyne Valley Group

Ann-Marie Brady

It was becoming clear that McDonnells ‘Indian’ & ‘Thai’ NPD ranges were not delivering the anticipated return-on-investment, and ATL investment was ceased, causing sales to decline almost immediately. The challenge was to return the brand to double-digit growth in 2017 by presenting a consistently compelling brand proposition to the consumer. Assisted by Boys and Girls, a new inclusive brand vision was developed “McDonnells will be recognised as the iconic brand that celebrates the joy of curry for everyone”, and the ‘Ambassador’ campaign was launched. The sales trajectory swung from -1% to + 13%, and McDonnell’s became the only top 10 brand in sauces gaining share.
Finalist
Energia

Geoff Codd

As a relatively new entrant in the residential energy market, Energia has had a challenge to build brand awareness and affinity. Customers were slow to consider Energia due to a lack of knowledge and trust in the brand. The advertising campaign that was implemented in response to this moved Energia into new territory by repositioning the brand to be about more than just price, introducing a conversation around Energia’s energy efficiency expertise and range of value added services, while still being able to communicate the tactical offer. This was successful in improving consideration and brand trust, as well as delivering on sales and market gains targets.
Finalist
SuperValu

John Kelly

SuperValu had a value perception issue with shoppers, and the challenge was to change shoppers’ perceptions. ‘The Super, The Valu - We do both’ showcased the value available in stores while also leveraging core strengths in quality ranges, customer service and community. The campaign was supported with through the line advertising including TV, social media, radio, press and PR. Using ambassadors to attract a wider range of audience, with families at the bullseye, the high energy, fun and celebratory tone of voice achieved excellent scores in consumer testing. This campaign led to very positive results for SuperValu surpassing value perception growth targets and, as a result, growing sales.
Finalist
Toyota Ireland

Zoe Bradley

Toyota Ireland’s brand call of “The Best Built Cars in the World” had been in place for two decades, and needed to be refreshed and refocused. Working with Javelin, the marketing team, implemented a new positioning and advertising campaign that pursued ambitious brand, product and sales objectives. The introduction of the new brand strategy and brand promise of “Built for a Better World” brought the brand and its advertising focus to a new and differentiated space in the Irish Automotive sector. The advertising campaign attracted new customers and created an aspirational brand Halo. Toyota leads the way in advertising recall amongst new car prospects and is also No 1 for Brand preference and consideration.
Finalist