2011 Awards Finalists

Advertising Campaign Award

No Nonsense Insurance
Bronagh Twomey
Bord Gáis Energy
John Beirne
Fáilte Ireland
John Concannon
Jacob Fruitfield
Karen Hurley
SuperValu
Pauline Browne

Sponsored by

No Nonsense Insurance

Bronagh Twomey

FBD Insurance had been experimenting with segmented approaches to the car insurance market for a number of years and the marketing team believed that a market space could be carved out in the low cost segment to generate incremental volumes as a standalone brand. By diverting funds from existing marketing budgets, an intense heavily weighted television campaign supported by radio and digital was implemented. High awareness levels were achieved in this aggressive category, and high quotation and conversion levels have opened up a new line of business for FBD, accounting for a high percentage of all new motor insurance sales.
Winner
Bord Gáis Energy

John Beirne

The second year of The Big Switch campaign provided Bord Gáis with the challenge of revitalising the approach with the same creative platform. Against the backdrop of a successful launch year and already high awareness levels, the task was to address more resistant consumers. Research provided the data to formulate the most relevant messaging, and three television ads with a strong call to action were created. Each ad was supported by a full roll out of other media. The result was a significant increase in market share, making the second year extremely successful for the campaign.
Finalist
Fáilte Ireland

John Concannon

Fáilte Ireland faced a tough 2010, with a deep recession and tourism expenditure severely depressed. It was decided to implement an advertising campaign to stimulate domestic demand for holidays at home in Ireland. Following extensive research, a new multimedia advertising campaign was developed. The unifying theme of the Discover Ireland, The Fun Starts Here campaign was accessible fun and interaction. Television, cinema, radio, press and online were all utilised. The campaign outperformed all objectives, ultimately resulting in the proportion of Irish people taking trips in Ireland increasing from 28% in 2009 to 36% in 2010.
Finalist
Jacob Fruitfield

Karen Hurley

Jacobs Fig Rolls has been an iconic Irish brand for generations, with many memorable and quirky advertising campaigns over the years. 2010 saw a different challenge for the brand, a requirement to do something radical to bring Jacobs Fig Rolls back to front of mind with young Irish consumers. Research indicated that taste was a differentiator, and the humorous central message was the distinctive taste, guaranteeing "your taste buds want 'em". The campaign involved television, radio, on street flash mobs, and online. Ad recognition levels were extremely high, achieving the goal of creating stand out, and sales results were immediate and significant.
Finalist
SuperValu

Pauline Browne

Against a backdrop of recession, Supervalu set out to win the supermarket retailers battle for Christmas 2010. The goals were loyalty, winning the weekly major shopping, and attracting new customers. A series of promercials featuring chef Kevin Dundon aired every Wednesday just before the evening news in the run up to Christmas. The cooking demonstrations were supported by food fairs in stores across the country. 1.6 million people tuned in to the promercials on television, web traffic doubled, and brand awareness and affinity increased. Supervalu gained the strongest growth of the multiples over Christmas, with overall revenues and transaction spends significantly increased.
Finalist