2015 Awards Finalists

Marketing Innovation Award

Heineken Ireland
Peter Murphy
Bank of Ireland
Emer McDonnell
Clear Channel
Laura Hendrick
Dundrum Town Centre
Jeanette Jordan

Sponsored by

Heineken Ireland

Peter Murphy

Heineken created a new, first-to-market digital touch point for the pub environment, aimed at driving greater consumer engagement through delivery of more relevant content. The Heineken Digital Fridge is a first- to-market innovation for Heineken globally. Developed with Focal Media locally, this is a standard fridge unit that incorporates the latest technology to show the product inside while also showing full motion HD video, engaging consumers and bringing the product to life. This innovation allows Heineken Ireland to stand out from competitors at the point of purchase, and to activate key brand platforms within the outlet.
Winner
Bank of Ireland

Emer McDonnell

BOI had set ambitious goals for new SME customer acquisition, and the marketing team sought to leverage the bank's Rugby sponsorship assets to help with this. The innovation devised by BOI was to hand over the sponsorship assets, including the team jersey, to selected SMEs for a number of key games, selected by a voting process which drove wide engagement with the brand. Top teams had donated their shirt assets to charities previously, but no commercial sponsor had ever given over the asset to other businesses for their own benefit. This innovation has been developed into a platform for further growth.
Finalist
Clear Channel

Laura Hendrick

The growth in smartphone penetration presented a major opportunity to launch an interactive Outdoor advertising innovation. Connect, a media first, launched by Clear Channel on Adshel advertising panels throughout Ireland, offered consumers a way to connect with content on the move. Its appeal among advertisers is attributed to the "pull" nature of the mobile interaction, as the consumer willingly chooses to engage with the brand advertised. It has also been successful in attracting a newer, younger audience to engage with Outdoor Advertising. In a mature market, Clear Channel's market share grew, and new advertisers were acquired.
Finalist
Dundrum Town Centre

Jeanette Jordan

Dundrum Town Centre sought to capture the imagination of its customers and do some real good at the same time. A new market innovation was created in Shop for Good, a 4-day discounted shopping event in aid of Suicide Awareness in Ireland. Customers purchased a Shop for Good discount coupon from pop up kiosks on the mall, the price of the coupon going to the charity and the shopper gaining discounts in return. This idea was a first for retail in Ireland, and it was a significant commercial success, exceeding all targets for footfall and sales, and generating significant press coverage.
Finalist