2013 Awards Finalists

Marketing Innovation Award

Heineken Ireland
Peter Murphy
Focus Ireland
Lisa Nicole Dunne
Guinness Storehouse
Lisa Fitzsimons
Irish Independent
Eoin Healy
Spar Ireland
Suzanne Weldon

Sponsored by

Heineken Ireland

Peter Murphy

The Murphys brand was facing declines in volume in its Cork heartland. Unable to match the marketing spend of larger competitors, the brand team sought an innovative way to engage its consumers, with the help of Publicis QMP. Parodying the Bud Ice Cold Index campaign where the beer gets cheaper the hotter it gets, Murphys launched an app enabling consumers to claim a free pint when it rained in Cork, and developed the first successful transactional online beer voucher in Ireland and globally for Heineken.
Winner
Focus Ireland

Lisa Nicole Dunne

Focus Ireland's aim is to help people break the cycle of homelessness through early intervention. With a reduction in state funding and low brand awareness, the charity had to dig deep to develop high-impact but low-cost approaches to bridge the gaps. The team developed an innovative approach to engage corporate audiences involving inviting senior business people to participate in a sleepout, and worked with Javelin to devise the "Shine a Light" creative concept.
Finalist
Guinness Storehouse

Lisa Fitzsimons

Guinness Storehouse is Ireland's top visitor attraction, and the marketing team sought to deepen visitors brand engagement and connection. A new digital experience strategy was developed for the 4th floor, involving the creation of the Global Guinness Community Map, one of the largest HD interactive displays in the world. Assisted by Tribal DDB, this innovation not only lifted customer satisfaction scores, but also provided a means of connecting with them digitally to facilitate post-visit relationships.
Finalist
Irish Independent

Eoin Healy

The Irish Independent moved to develop a new and innovative publishing platform that would provide both a seamless connection between readers, advertisers and the publication, giving a 360° print and online experience. The iMagazine initiative was launched to distribute printed magazines whilst simultaneously providing a unique and complimentary online experience, bringing the editorial content to life with video, audio and social media share functionality.
Finalist
Spar Ireland

Suzanne Weldon

Spar strives to be at the cutting edge of innovation, and the brand team sought a unique property to generate talkability and ongoing customer engagement. Working with Mediavest colleagues, Spar came up with the first and largest paid-for brand integration in a television drama, the unique Spar sponsorship of Phelan's corner shop in RTɒs Fair City, a first for Ireland. Research has confirmed the positive impact of this initiative on the Spar brand.
Finalist