2011 Awards Finalists

Marketing Innovation Award

Bord na Móna Fuels
June Dowling
Aviva
Kate Candon
H.J. Heinz Ireland
Maresa Cagney
Irish Life Corporate Business
Susan Brodigan
SuperValu
Pauline Browne

Sponsored by

Bord na Móna Fuels

June Dowling

Bord na Móna Fuels responded to the aggressive growth of private label in the ignition category by developing a new product that would be a game-changer. The Firemagic Firemaker was based on the consumer insight that people are moving from home heat to home ambiance, and it represented a key new product in the company's eco-friendly range of solid fuel solutions. Having established a new creative process within the company, a cross-functional team developed the concept with a clear consumer proposition, and successfully overcame many challenges to bring the new product to market at speed. The objectives for year one were exceeded within the first quarter.
Winner
Aviva

Kate Candon

Aviva Health Insurance wished to reinforce its brand proposition around proactive health management amongst the 18-35 year old female market segment. The marketing team looked to mobile technology to deliver an innovative cost-effective solution, and developed HealthMate, a health and fitness mobile application that featured almost 100 walking and running routes across Ireland using GPS technology. This initiative made Aviva the first health insurer worldwide to launch a branded mobile application that genuinely promotes healthier living. This innovation was very successful in catching the imagination of the target market, and it is now being used as a global marketing case study throughout the Aviva group.
Finalist
H.J. Heinz Ireland

Maresa Cagney

Heinz has a history of innovation in the beans category, but more recently in order to increase market share, the company needed to shake things up in the market. Research was indicating that consumers would respond well to a format that kept the product fresh after opening, and the resulting product innovation was the Heinz Beans Fridge Pack, a special plastic container with a screw on lid that allowed the product to be kept in the fridge for 5 days after opening. Working with colleagues at Ogilvy, the marketing team created a major launch plan across multiple media, and the new pack created a major sales uplift.
Finalist
Irish Life Corporate Business

Susan Brodigan

Irish Life Corporate Business sought to respond to increased competitive pressure by finding a way to set itself apart from competitors in the group pensions market and demonstrate its commitment to innovation and leadership. The company responded with a large-scale strategic initiative to develop Pension Planet Interactive, a slick new online platform to administer corporate pension arrangements and to simultaneously enhance customer service levels to customers and partners. This allowed brokers, employers, trustees and members to view and interact with valuable information about their pension plans. The launch of the innovation was accompanied by a full marketing and education campaign, and the result has been enhanced service levels and customer satisfaction.
Finalist
SuperValu

Pauline Browne

SuperValu set an objective to dominate activity in the Christmas market in 2010, and given the tough market conditions, the marketing team knew that they would have to think creatively. The innovative concept of the "promercial" was devised, a two-minute cookery programme with chef Kevin Dundon, which ran on RTÉ just before the 9pm news, in the 8 weeks to Christmas. A supporting marketing campaign was implemented, including food fairs in 20 stores across the country. The result of this innovation was that SuperValu attracted new customers to their 190 stores, seeing a major increase in Christmas season revenues and market share compared to the previous year.
Finalist