2011 Awards Finalists

eMarketing Award

Tourism Ireland
Brian Harte
Bark
Simon Ferguson
Cully and Sully
Elaine Doyle
Toyota Ireland
Ian Corbett
Ulster Bank
Lisa Sheehan

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Tourism Ireland

Brian Harte

In its mission to grow overseas tourism revenue for all of Ireland, Tourism Ireland's research showed sustained interest levels but decreasing conversion to purchase as the recession hit. In 2010 the marketing team sought to move from a campaign-based approach to a long-term engagement process, in effect a change in the way Tourism Ireland does business. The key challenge was to move beyond a defensive response to one which harnessed the power of social media. The engagement metrics around fan acquisition, interaction with content and click throughs were all significantly increased.
Winner
Bark

Simon Ferguson

The Velvet toilet tissue brand strategy involved leveraging digital marketing in order to underpin its positioning around commitment to the environment and the planting of hundreds of thousands of trees each year to replace those used in manufacture. With limited budgets, the brand had to utilise a TV ad within a solus online context, incorporating a suite of online engagement activities via mass reach portals. The campaign was executed exclusively online, meaning that the results may be directly attributable to this campaign. Brand awareness and affinity score showed a major increase, with 1.36 million online users seeing the TV ad.
Finalist
Cully and Sully

Elaine Doyle

Cully and Sully had set a strategic goal of building a community around the brand. A digital marketing campaign was devised to promote and sustain an online food community, and to provide a once in a lifetime opportunity to pursue a culinary career. Chef Factor was a kind of X-Factor for Foodies. Consumers were invited to upload their entries and voting then took place. Social media came into its own at the voting stage, and the process was driven by the contestants. The project succeeded in creating the brand community and this provides the basis for further engagement.
Finalist
Toyota Ireland

Ian Corbett

Toyota wished to use eMarketing to leverage the brand's sponsorship of Munster Rugby in 2010. The focus of the campaign was social media, to enable engagement with a younger consumer and start a relationship with them, facilitate product communications through social platforms, and increase the online fan base. An online competition mechanic was created, calling on consumers to pick their favourite Munster Rugby team of the last ten years, in an application developed for Facebook. The campaign caught the imagination of consumers in the target segment, and the results were excellent across all metrics.
Finalist
Ulster Bank

Lisa Sheehan

The Ulster Bank All-Ireland Senior Football Championship sponsorship is aimed at driving affinity, and the 16th Man campaign is an essential element in supporting this. In 2010, the campaign involved a redesigned website, an iPhone app, Facebook page, and a Twitter and YouTube presence which were supported by online traffic drivers. The results were excellent across the important areas of profile visits, page views, game plays, app downloads and online advertising impressions. The awareness and engagement scores were improved, and the fans match day experiences were enhanced as a result of the engagement.
Finalist