2013 Awards Finalists

Advertising Campaign Award

Liberty Insurance
Annette Ni Dhathlaoi
Heineken Ireland
Jules Macken
Johnston Mooney & O'Brien
John Rooney
Musgrave Retail Partners Ireland
Margaret O'Donoghue
UPC Ireland
Rhona Bradshaw

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Liberty Insurance

Annette Ni Dhathlaoi

The Liberty Insurance marketing team took on the task of successfully launching the brand in Ireland in 2012, with the central idea of "Insurance the way it should be". With the assistance of Rothco, the "Manifesto" television ad campaign showcased Liberty's century-old roots in Boston and conveyed the brand's philosophy, and it generated immediate positive effects, lifting not only awareness, but also revenues and market share, and it underpinned the successful launch of the brand in Ireland.
Winner
Heineken Ireland

Jules Macken

The Coors Light brand needed to grow its market share in a fiercely competitive but declining lager market. In targeting 18-24 year old males, one of the brand's key assets, the Rocky Mountains, was not effectively connecting, and the response of the marketing team, assisted by Chemistry, was to launch a new ad campaign called "The Mix Up" which reinterpreted the Rockies in a way which resonated with Irish consumers. The campaign surpassed all its objectives, driving up acceptance levels and market share.
Finalist
Johnston Mooney & O'Brien

John Rooney

Johnston Mooney & O'Brien faced competitors with much larger marketing budgets and a declining market for packaged bread. Working with colleagues from Owens DDB, the marketing team sought to relaunch and differentiate the brand based on its unique heritage and 175 year old history. "The History in the Baking" campaign emotively looked back at the last 175 years in Ireland and caught the imagination of consumers. As a result, the brand bucked the trend of decline and returned to growth.
Finalist
Musgrave Retail Partners Ireland

Margaret O'Donoghue

SuperValu wished to reverse a decline in its share of basket and so revamped its own brand range, requiring an advertising campaign to help give consumers reasons to believe in it. The "Hello" campaign aimed at delivering a more contemporary positioning, across a range of media. Whilst sales increased as soon as the products first appeared, an exceptional uplift came with the launch of the advertising campaign, along with a big improvement in value for money scores.
Finalist
UPC Ireland

Rhona Bradshaw

UPC's upgrading of its fibre power network provided a means of differentiating on a sustainable USP, a standard broadband speed of 25MB. The "Triple Your Broadband Speed" advertising campaign, developed with Irish International, featured Craig Doyle as the brand spokesman. The campaign had a dramatic effect on UPC's performance in Ireland, helping lift its NPS score, and playing a central role in bringing the company to the landmark result of achieving one million customers.
Finalist