2011 Awards Finalists

Integrated Marketing Award

Society of St Vincent de Paul
Liz Roche
Coca-Cola Ireland
Aoife Hall
EBS Building Society
Caroline Donnellan
Kellogg Company Ireland
Juliette Clarkin
Kerry Foods
Tricia Burke

Sponsored by

Society of St Vincent de Paul

Liz Roche

The Society of St Vincent de Paul had to develop and successfully execute an integrated marketing campaign if it was to deliver help to 100,000 people before Christmas. The Give Hope campaign reached out to supporters, donors, volunteers and the media. The campaign ran on television, radio, press and online, with local tailoring. In addition to marketing communications, the customer experience was revised, including a redesign of the donation process. A media partnership with RTÉ 2FM and Ryan Tubridy resulted in the Toys for Tubs Appeal. The campaign resulted in a major increase in online donations, and a corresponding increase in the average amount donated.
Winner
Coca-Cola Ireland

Aoife Hall

The challenge for brand leader Coca Cola Classic in 2010 was to maintain volume share by activating a global asset, the soccer World Cup, whilst also maintaining volume share and brand affinity metrics. The sheer scale of the World Cup integrated marketing campaign and the local adaptation required proved challenging, especially as Ireland didn't qualify for the tournament. The campaign began with the FIFA World Cup Trophy Tour with stops in Dublin and Belfast, and the subsequent roll out led to a reversal of a sales decline, and growth at twice the growth rate of the category.
Finalist
EBS Building Society

Caroline Donnellan

All financial institutions in 2010 had increased their focus on retail deposits, creating intense competition. Despite a difficult and volatile environment, the EBS marketing team devised an integrated campaign around the concept of National Savings Week in September 2010. The campaign was press-led, and supported by TV, radio, direct, experiential and digital. The campaign produced one of the best sales performances in EBS history. Almost half the full year's target was achieved in four weeks. Overall retention rates on existing balances were excellent, and the campaign provided an important uplift for staff morale and motivation in a tough period for the industry.
Finalist
Kellogg Company Ireland

Juliette Clarkin

Despite being the number one volume selling cereal in the market, the Kelloggs Corn Flakes brand had not achieved growth in ten years. The Kelloggs Field of Dreams competition was launched as an integrated campaign to give sports clubs and communities an opportunity to win a €100,000 playing field makeover. A through the line approach was taken, including TV, outdoor, press, radical on-pack promotion, and digital. As a direct result of the campaign, Kelloggs Corn Flakes and Crunchy Nut experienced significant sales increases, an excellent result for two mature brands in a highly saturated category.
Finalist
Kerry Foods

Tricia Burke

Denny is market leader in its category, and Ireland's largest grocery brand. The economic downturn had caused volumes to fall, and there was a requirement to drive sales through the summer of 2010. A through the line integrated campaign was devised based on The Taste of Home positioning. "Home can be anywhere your sandwich takes you with Denny" was the message at the core of the campaign. A TV commercial followed Tipperary fans to the All Ireland Hurling Final, and radio and press focused on various summer usage occasions. Sales achieved a strong uplift against a backdrop of a market in decline.
Finalist