2011 Awards Finalists

Brand Campaign Award

Coca-Cola Ireland
Aoife Hall
Barry Group
Sarah O' Mahony
Cadbury Ireland
Gretta Hammel
DAA
Gerry Crawford
UPC Ireland
Rhona Bradshaw

Sponsored by

Coca-Cola Ireland

Aoife Hall

Diet Coke had come to rely heavily an ageing cohort of 30+ female consumers, and needed to reassert its role among younger adults and establish the next generation of consumers in order to regain sustained growth. The marketing team identified fashion as a central passion point and developed a multi-layered brand campaign to drive affinity with 16-24 females whilst retaining the loyal 30+ consumers. The "Love It Light" campaign was launched and the result was the reversal of a 3-year dip in brand performance, in an overall declining market, and brand tracking showed a deeper engagement with the targeted market segments.
Winner
Barry Group

Sarah O' Mahony

Following the acquisition of the Carry Out franchise in 2009, Barry Group undertook a strategic review, identifying a need to refresh and reposition the brand to attract new customers. A brand campaign was developed to increase awareness particularly among a female target audience through radio and press, focusing on holiday promotions. An online campaign drove traffic to the Carry Out website to take up special offers, and advertorial was developed around expert advice on wine. A sponsorship was put in place on TV3's The Apprentice, supported by press, radio, online and in-store. The result was a sales uplift in a declining market.
Finalist
Cadbury Ireland

Gretta Hammel

As the official treat provider to the 2012 Olympics, Cadbury sought to develop a brand programme that would engage consumers in the lead up to the games. Cadbury Ireland launched the Spots v Stripes campaign in July 2010, the company's largest and most integrated brand marketing campaign ever, involving sponsorship, advertising, digital, PR, events, CSR and sales promotion channels. The campaign has managed to bring back the magic of the confectionery category through innovation and in-store activation. It has driven brand affinity with consumers, with a knock-on effect on brand sales, leading to market share gain for Cadbury in the impulse market.
Finalist
DAA

Gerry Crawford

In a review of its airport retail customer experience, DAA found that it lacked the credentials of a modern credible retail brand. DAA needed to urgently reinvent airport shopping, establishing a brand that would not only provide a compelling point of engagement with customers but would also herald a new way of thinking about the retail business in DAA. The marketing team developed and implemented a new brand strategy, The Loop. It involved a new physical environment, a compelling product proposition, a price promise, and a new set of retailing principles. The initiative led to very significant improvements across all metrics.
Finalist
UPC Ireland

Rhona Bradshaw

UPC faced a challenge around legacy perceptions of Chorus and NTL, which prior to acquisition had problems with service. The decision was taken to rebrand to UPC in May 2010. The campaign needed to be more than just a name change, and an integrated brand campaign entitled Evolution summed up the journey that the brand was on. A respected brand spokesman, Craig Doyle, was engaged to add credibility to the messaging. Response rates across all elements of the campaign have been rising steadily, and customer advocacy scores saw a major increase. A four year decline in sales of the digital TV product was reversed.
Finalist