2013 Awards Finalists

Integrated Marketing Award

Kerry Foods
Bronagh Doran
Aviva
Cathy Summers
Coca-Cola
Aoife Nagle
Kraft Foods
Eoghan Crawford
The National Lottery
Maebh Gleeson

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Kerry Foods

Bronagh Doran

The Dairygold brand was losing traction in the market and while still brand leader its share had declined. Kerry Foods devised an integrated marketing campaign with a refreshed brand vision, and every touch point was linked with a consistent look and feel. Working with McCann Dublin, the "Butter it with Dairygold" campaign was developed and implemented, including the launch of the new Dairygold Baking Block. The result was that volume decline was halted and consumers re-engaged with the brand.
Winner
Aviva

Cathy Summers

Aviva Ireland underwent significant change and this impacted on public perceptions of the brand and consequently in the sales pipeline. The marketing team responded with a new integrated campaign - the "Chameleon" campaign focused on telling the stories of "one satisfied customer after another", focusing on getting a great deal, and centred on executions featuring comedian Mario Rosenstock. Brand awareness and consideration and market share all increased significantly.
Finalist
Coca-Cola

Aoife Nagle

Diet Coke is the world's third-largest soft drink, and in Ireland it was experiencing declining penetration among 16-24 year old females. The marketing response was aimed at generating emotional relevance through fashion and glamour. Assisted by Verve Marketing, an integrated "always on" campaign was developed to use international and local assets through 2012, including a partnership with Jean Paul Gaultier. This led to uplifts in frequency of purchase and attitudes towards the Diet Coke brand.
Finalist
Kraft Foods

Eoghan Crawford

In 2012 Cadbury launched their new global brand platform, Joyville, evoking the magical place where Cadbury chocolate is made. The Irish marketing team worked with PHD to give local relevance to the initiative, and launch a fully integrated campaign that conveyed for consumers a sense of Joyville being all around them. Ireland had the most successful launch of Joyville across the globe, and the initiative grew Cadbury Dairy Milk value sales to the point of being the brand's most successful sales impact ever.
Finalist
The National Lottery

Maebh Gleeson

Faced with the effects of reduced consumer spending in a tough economy, the National Lottery decided to replace two games with a new game, Daily Million. An integrated marketing campaign was implemented with the help of DDFH&B and Starcom across the full spectrum of media, including TV, radio, press, outdoor and digital. Despite a tight budget, the product launch was an immediate success, surpassing the revenues of the two discontinued games.
Finalist