2013 Awards Finalists

New Product/New Market Award

O2 Media
Fintan Lonergan
48
Aoife McGuigan
GloHealth
Ruth Bailey
Kelloggs
Claire McFerran
Kerry Foods
Nicola Weldon

Sponsored by

O2 Media

Fintan Lonergan

O2 Media was launched to exploit a market opportunity to create a mobile messaging advertising platform for brands, as part of a strategic process of exploring potential new services and markets. O2 brought together a team to launch this totally new service using the latest location-based technology. In year one, over 90 brand and agency partners were recruited to the service, delivering over three million real-time location-based targeted media messages.
Winner
48

Aoife McGuigan

Telefónica O2 saw an opportunity to more fully connect with the youth market and drive market share growth, and the marketing team set out to launch a new brand from scratch. 48 was created to cater exclusively for the 18-22 age group, encompassing a disruptive value proposition based on consumer insights. Positioned as a fashion brand, 48 won over 50,000 customers within twelve months of launch, on a limited marketing budget.
Finalist
GloHealth

Ruth Bailey

GloHealth launched in 2012 in the shrinking health insurance market, with a new product proposition and design offering enhanced value. Using insights gained through focus groups, highlighting the need for simplicity and value, the company developed the product concept of "tailored cover". In the first six months, GloHealth attracted 30,000 new switch customers, and achieved market share among both individual and corporate customers.
Finalist
Kelloggs

Claire McFerran

Kelloggs tackled a decline in the kids cereal category by launching Kelloggs Mini Max with the goal of driving penetration in the category and winning market share in the kids segment. With support from Murray Consultants, the launch campaign carried the tagline Mini Morning Maximiser, and the brand achieved a strong foothold in the market in its first year, taking share from competitors and showing a high repeat purchase rate.
Finalist
Kerry Foods

Nicola Weldon

Kerry Foods faced a serious challenge to its Denny brand in the sliced meats category with intense competition from private label and discounters. Market research showed that consumers saw little difference between sliced hams, and Kerry responded with the assistance of DDFH&B by launching a new Denny Deli Style product, reformulated and rebranded to stand out as the only ham with 100% natural ingredients. The product launch was an immediate success.
Finalist