2015 Awards Finalists

Digital Marketing Campaign Award

AIB
Mark Brennan
Aviva
Andrea Walsh
Bacardi
Tiernan O’Moráin
Mondelez
Colin O'Toole
Tourism Ireland
Brian Twomey

Sponsored by

AIB

Mark Brennan

The AIB marketing team sought to boost the profile of the AIB GAA Club Championship sponsorship, and devised an impactful and emotive campaign that would leverage the power of digital. The #TheToughest campaign saw the release of engaging, shareable online video pieces. Each piece of content was designed to make heroes out of ordinary club players and be shared throughout club communities. This campaign, assisted by Rothco, has punched way above its weight, generating 1.5m video views, tons of social engagement and over €10m in PR media value. The #TheToughest is an identity and a hashtag that now belongs to the players and supporters of the AIB GAA Club Championship.
Winner
Aviva

Andrea Walsh

Aviva designed a digital marketing campaign to enhance its CSR programme, raising awareness of education supports provided by Focus Ireland to young people and families. The Cub Reporter concept was developed and well- known interviewees were persuaded to participate. This was a complex campaign in terms of its messaging, and it was distilled into few words with great impact. The content was shared extensively across social channels, reaching sizable audiences with minimal budgetary support, delivering engagement and positivity towards Aviva Ireland and good cause being highlighted. Supported by colleagues at Javelin, the campaign outperformed all its expectations.
Finalist
Bacardi

Tiernan O’Moráin

Bacardi launched its new global marketing campaign last year, 'Untameable since 1862', documenting the struggles that Bacardi has faced since its formation in 1862. In this market, sponsorship of Electric Picnic was the base for activating this global marketing idea, through the creation of an Irish campaign #TryStopMe. Created by Javelin, this digital campaign challenged consumers to share their own untameable spirit, in order to win a chance to perform at Electric Picnic. It involved amplification through a range of social media platforms including Facebook, Twitter, YouTube, SoundCloud and Instagram. It culminated in the outdoor party of the year.
Finalist
Mondelez

Colin O'Toole

Cadbury Ireland created an internet sensation with the digital Free the Joy campaign, with Giles and Dunphy. The creative approach tapped into the Irish psyche and the campaign ensured the creative content had longevity beyond the overall Cadbury Dairy Milk marketing campaign. Assisted by FleishmanHillard, the digital approach was positioned to capitalize on the widespread conversation that the video started and a combination of 'paid and earned' media activity was placed around it. The content generated coverage across all media formats, and the campaign was one of the key successes for the Cadbury Dairy Milk brand and sales results in recent times.
Finalist
Tourism Ireland

Brian Twomey

As the agency responsible for marketing Ireland overseas as a holiday destination, Tourism Ireland delivers marketing campaigns in key source markets. Film tourism is a growth industry and the agency implemented a digital marketing campaign built around the fact that much of the popular x-rated television series Game of Thrones has been filmed in counties Antrim and Down. The campaign showcased spectacular images of associated locations and generated one million clicks, comments and shares and reached up to 100 million fans across the world. A high level of engagement on Twitter drove considerable traffic to a specially created section on Tourism Ireland's website.
Finalist