2015 Awards Finalists

Advertising Campaign Award

National Lottery
Maebh Gleeson
Fáilte Ireland
Fionnán Nestor
Liberty Insurance
Roisin Meehan
Meteor
Fenella Fay
Toyota Ireland
Michael Gaynor

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National Lottery

Maebh Gleeson

The National Lottery had been having difficulties with the concept of online play not resonating with consumers. Initial take-up and interest in playing online had been very low, and a whole new approach was required. The proposition had to be simple - you can now play National Lottery games anywhere - and this message had to be communicated in a way that not just generated excitement but also converted to actual registrations. With the support of DDFH&B, an advertising campaign dramatised the idea "you can now play anywhere" using a determined young man and a "guru" to humorously tell this story. The campaign paid off, achieving registrations well ahead of target by the end of 2014.
Winner
Fáilte Ireland

Fionnán Nestor

Challenged by reducing budgets and a consequent need to focus on priority market segments, Fáilte Ireland required a new approach. #thisisLIVING became the organising idea and platform for the communications campaign. Assisted by DDFH&B, the television aspect of the campaign used a mix of shot and found footage, creating a fresh style, a source of digital content and the ability to deliver three separate TVCs in budget. There was a strong campaign effect. This new approach delivered against objectives, increasing holiday numbers, promoting greater engagement and deepening involvement from consumers. 1.3 million people took some action on foot of this campaign.
Finalist
Liberty Insurance

Roisin Meehan

Liberty Insurance has created a differentiation around 'doing the right thing'. To capitalise on this unique positioning and address business challenges, an advertising campaign was developed, with the help of Rothco, to reward safe drivers. The Drive Safer Reward campaign had multiple touch points including ATL media, digital, PR and sponsorship along with a strong product offering to ensure a direct and measurable commercial return. Engaging content was created to leverage the newly-launched social media channels. The campaign, delivered across all key metrics, driving growth on quotes, achieving best-ever spontaneous brand awareness since the brand launched.
Finalist
Meteor

Fenella Fay

Meteor's advertising campaign for Christmas 2014 needed to stand out, not only to cut through the clutter but to build on success from earlier in the year. Meteor had been positioned as the unlimited network, and this was to be the key message of the advertising campaign. The unique approach of creating the company responsible for commercialising Christmas (Christmas Limited) provided the platform. It was designed to deliver the key message and offers in a fun and disruptive way. Based on strong insights and creative ideas, the campaign, assisted by Rothco, evolved through a range of channels. As a result all of the commercial and brand objectives were delivered.
Finalist
Toyota Ireland

Michael Gaynor

Toyota Ireland had lost a valuable cohort of customers through the recession. Parents of school-going children in Ireland make up one of the biggest segments of population, but Toyota was underperforming in this segment. The brand needed to reposition itself credibly as empathetic to this audience. Working with colleagues at Javelin, the advertising platform All things to all people was created to be an emotional bridge into, and to dovetail perfectly with, The Best Built Cars in the World, delivering emotional and rational communications. The advertising campaign created real re-appraisal for the brand, and drove market share with a new and valuable target audience.
Finalist