2018 Awards Finalists

Integrated Marketing Award

Laya Healthcare
Alan Morris
Permanent TSB
Suzanne Lloyd
Irish Distillers Pernod Ricard
Claire Henry
TUI
Charlotte Brenner
Heineken Ireland
Emma Jane McKeown

Sponsored by

Laya Healthcare

Alan Morris

Laya healthcare is Ireland’s second largest health insurer, looking after over a million members. The Kids Go Free campaign was delivered through a fully integrated approach, achieving excellent business results in a highly competitive market. In what is traditionally an emotion-led sector, Laya adopted a fresh, innovative and humorous approach to the insights-led campaign platform, supported by solid offer and benefit driven promotion. Through humour, nostalgia, strong creative ideas and tactical messaging, the campaign was a resounding success with exceptional results. It delivered record sales and engagement, surpassed acquisition and retention targets and achieved record cut through and awareness.
Winner
Permanent TSB

Suzanne Lloyd

Permanent TSB was under indexing with first-time buyers, leading to a low market share. This segment makes sacrifices in order to save for a deposit but is concerned about how to live with a mortgage. PTSB created a proposition to demonstrate its status as an innovative challenger brand, and implemented a fully integrated campaign to bring to market a mortgage product that put the customer at its heart, offering regular cashback, allowing them to continue enjoying life's experiences even after drawdown. PTSB grew its relevance and resonated again with first-time buyers, evidenced by an increase in consideration and preference, leading to a big increase in mortgage lending.
Finalist
Irish Distillers Pernod Ricard

Claire Henry

To halt a historic brand decline over a 10-year period and create conditions for value creation, Powers Irish Whiskey devised an integrated marketing campaign that sought to premiumise the Powers brand and ultimately turnaround performance. Understanding the brand perception challenge which was at the core of this decline, the focus was on men in their 30s to have them re-consider Powers as the premium whiskey of outstanding quality that it is. The strategy included a price increase, new packaging, new advertising, sponsorship, experiential, innovation, BTL activation and advocacy. The resurgence of this brand is an excellent example success through a return to core brand values.
Finalist
TUI

Charlotte Brenner

In rebranding to TUI, Falcon and Thomson needed to educate and retain customers as well as use the opportunity to position TUI with a new unique proposition in the holiday sector. An extensive integrated campaign was devised to reinforce the key messages including ECRM campaigns, in-flight and retail magazines and online. A name change campaign then began across TV, OOH, digital, press and radio. This then switched over into a major launch campaign for TUI with an epic approach designed to establish and cement the TUI name quickly in the Irish market. The integrated approach was justified which is reflected in spontaneous and prompted awareness figures, sales and overall business growth.
Finalist
Heineken Ireland

Emma Jane McKeown

As a new brand, Orchard Thieves was aware of the risk of plateauing, and in its second full year, understood the need to keep building awareness and continue to increase volume. As cider is traditionally rooted in summer, Orchard Thieves needed to think outside the box to find a way to promote usage beyond the well-worn cider occasions. It needed to Be Bold. Assisted by Rothco, under the idea of “Start Bold / End Bold”, a campaign was launched with the world’s first reversible TV ad. This was supported with experiential events, pre-rolls, interactive VOD, digital display, content partnerships, OOH, social, PR and trade activity. Orchard Thieves achieved its business objectives for the year.
Finalist