2011 Awards Finalists

New Product/New Market Award

McDonalds Ireland
Claire Lynch
eMobile
Lisa Comerford
No Nonsense Insurance
Tony Largo
Nokia
Niamh Heaney
Pigsback.com
Cliodhna Byrne

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McDonalds Ireland

Claire Lynch

McDonalds Ireland recognised a need to respond to a shrinking market by playing to their strengths in offering products that are premium in taste and quality perception. Focusing on the qualities of fresh, real and generous, the marketing team set about a product development process commencing with market research. This led to the launch of the Wraps product line in June 2010, supported by TV, outdoor, radio, online and in-store merchandising. The result was an uplift in lunchtime sales revenues and guest counts, and perceptions of taste of food also registered strong increases, especially within the market segments that were targeted with the Wraps product line.
Winner
eMobile

Lisa Comerford

Eircom, Ireland's largest telecommunications provider, sought to strengthen its full service offering at the same time as growing incremental mobile revenue. It saw a market opportunity to launch a new mobile brand, eMobile, that would compete in a different space to its existing mobile business. A dedicated team was created to bring this concept to market, ensuring that a positioning was established in harmony with the overall Eircom brand and appealing to the target customer groups with specially designed pricing propositions. eMobile successfully launched in September 2010, supported by a major communications campaign and with a strong retail presence including 14 eMobile stores.
Finalist
No Nonsense Insurance

Tony Largo

FBD competed in a tough personal line insurance market in which it was difficult to differentiate, and it needed a way to capture more market share by carving out a new and clear positioning to access new parts of the market. Research into buying behaviour and consumer profiles identified an opportunity for a low cost offering and the company responded by launching No Nonsense Insurance, comprising a simple proposition with distinctive characteristics derived from core values of efficiency, transparency and empowerment. Since launch, sales have increased very strongly and the initiative has increased FBD's customer reach by tapping into new parts of the market not accessed before.
Finalist
Nokia

Niamh Heaney

Nokia launched the new Nokia 6700 Slide Pink Edition in May 2010 to address the female 25-35 market, and it needed a launch strategy to stand out from the crowd in this very competitive marketplace. The marketing team devised a promotional strategy to coincide with the release of the Sex And The City 2 movie, involving a free pair of branded foldable party shoes for the handbag. The campaign included female targeted print ads, PR competitions, a New York style photocall, handset seedings with fashion journalists, in-store and online. Sales results were exceptional, with record redemption rates and stocks selling out.
Finalist
Pigsback.com

Cliodhna Byrne

Picksback.com was established as the Irish online destination for deals and value for over a decade, and in 2010 it wished to tap into the worldwide market shift towards the daily deal and group buying model. Mega Deals was launched to Pigsback.com database of 310,000 active users in August 2010. The product was differentiated through a strong 5-point promise built into the proposition, and a guarantee that 100% of customers expenditure would remain in the Irish economy. Mega Deals has been a tremendous success, now accounting for a significant proportion of the company's revenue. Research among users has also identified a strong loyalty and repeat business pattern among users.
Finalist