2015 Awards Finalists

Integrated Marketing Award

Irish Life
Brendan McEvoy
Britvic Ireland
Stephen Cramp
Harvey Norman
Jennifer Fitzsimons
IKEA
Maxine Hands, Vizeum
VHI Healthcare
Marie Collier

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Irish Life

Brendan McEvoy

Irish Life's position as market leader was not being reflected in brand perception scores, and the marketing team sought a new brand positioning. This was activated through a major integrated campaign that involved the whole company. Working with colleagues from DDFH&B, the team developed the brand statement We know
Irish life. We are Irish Life. The campaign created a distinct brand personality in a cluttered and complex category, and this motivated the consumer to engage with the brand as shown in the uplift in website activity, customer satisfaction and retention scores and ultimately by market share and sales growth.
Winner
Britvic Ireland

Stephen Cramp

The Club brand was challenged by the increasing scrutiny of sugar content and it needed to find a way to compete in the zero sugar arena or risk losing market share. In launching the new Club Zero product, an integrated campaign was devised, centred on the character El Zero, the fruit whisperer. The campaign connected very effectively with the brand's target market across a wide range of media including a new TV ad, digital, trade press, outdoor and BTL through proximity advertising and high impact in-store activation. The campaign doubled Club's market share in the no added sugar category.
Finalist
Harvey Norman

Jennifer Fitzsimons

Harvey Norman set a goal of generating greater relevance for consumers in the home appliance category. Tapping into the experiences of the parent company, the Irish marketing team developed the Cooking in Style integrated campaign, aiming to associate the brand with kitchen appliances, running across TV, print, PR and digital, and incorporating a cross- media promotion with TV3. In-store featured heavily, with staff being trained to provide cooking demonstrations, and this succeeded in engaging target customers. The campaign delivered strong double-digit growth for Harvey Norman in the category.
Finalist
IKEA

Maxine Hands, Vizeum

IKEA was dissatisfied with the performance of its kitchen services business, and an opportunity was created to rectify this through an integrated campaign built around the launch of the new METOD range, the company's first major innovation in the kitchen offering in years. With the assistance of Vizeum, all elements of the marketing mix were brought together - a new product range, an improved in-store experience, an engaging PR launch and a high impact communications campaign to drive footfall and interaction. The campaign leveraged the bought, owned and earned IKEA assets to ultimately increase in sales and brand tracking metrics.
Finalist
VHI Healthcare

Marie Collier

As market leader, Vhi Healthcare suffered the perfect storm of price increases, aggressive competition and a declining category. The marketing team's strategy to reverse this involved an integrated campaign centred on a killer offer. Assisted by Publicis Dublin and PHD, a detailed strategy was developed with tailored messaging for each channel, designed to maximise the opportunity and achieve renewal targets. A wide selection of media was used to successfully reach target audiences, creating positive value perceptions around the brand, and ultimately driving calls, sales and renewals. This integrated campaign around Vhi's "greatest ever offer" achieved Vhi's "greatest ever results".
Finalist