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2019 Awards Finalists

Video and Apps Marketing Award

Munster Rugby
Doug Howlett
Heineken Ireland
Dervla Arthurs
Londis
Gillian Rigley
SuperValu
Ciara Moore
Three Ireland
Rachel Cunningham

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Munster Rugby

Doug Howlett

By late 2017, Munster Rugby was losing touch with supporters. Their sense of belonging had been eroded, legends had retired, new talent wasn’t yet flourishing and the head coach had recently resigned. There was concern about season tickets, and ten-year tickets were coming up for renewal, and there was a risk of losing loyal supporters and valuable revenues, despite a die-hard supporter group at the core. But the challenge was to grow occasional ticket buyers, and the response was to partner with Ringers Creative to develop an emotionally resonant brand campaign. Video was a key medium for the delivery of emotionally resonant content with a mix of paid social and programmatic display, which led to the achievement of objectives.
Winner
Heineken Ireland

Dervla Arthurs

Heineken faced the launch challenge of gaining acceptance of Heineken 0.0%, and it was clear that a typical big brand launch was not going to emotionally connect with a sceptical Irish consumer. Through consumer insight the team identified four key target personas for the product, and partnered with Packed.House to develop a compelling branded video docu-series about how the product was an enabler of full and balanced lives, told through the eyes of four well known personalities. The widespread distribution of this video content was integral to the success of the campaign. The results exceeded all expectations on reach, engagement and distribution footprint, and it drove ground breaking commercial success of the new product.
Finalist
Londis

Gillian Rigley

BWG Group acquired Londis in 2015 and is investing in the brand’s future growth and development. Londis is a 100% Irish owned symbol group which with a strong emphasis on local roots. The brand is ‘local, like you’. The marketing team analysed purchase data and devised clever creative to showcase this in a fun and engaging way, to demonstrate to customers that their local Londis store knows exactly what they need. Video on Demand was an essential central element in the initiative, in particular the unskippable formats on RTE Player, SKY Player, TV3 Player and TG4. A new microsite called The Londis Index was created, and a digital partnership was formed with Maximum Media to reach the right audiences.
Finalist
SuperValu

Ciara Moore

SuperValu is part of the Musgrave Group, Ireland's largest grocery and food distributor. With 223 stores, SuperValu is a well-established landmark. SuperValu sees its market-leading Real Rewards app, with over 170k downloads and 50%+ engagement rates, as the key driving force that sets it apart in a fiercely competitive grocery retail sector. Strategically utilizing the programme’s data and delivering personalized value via the app protects SuperValu's sales, growing loyalty with its best shoppers and enticing new shoppers in-store. The Real Rewards app places all the benefits of the programme straight into the shopper's hands and is instrumental in encouraging SuperValu's shoppers to make the move to digital.
Finalist
Three Ireland

Rachel Cunningham

The team at Three looks beyond the normal category approach to marketing and focuses efforts on giving people the opportunity to experiencing the brand first hand, letting them see for themselves what Three can do for them. The Connected Restaurant was a true demonstration of marketing innovation using a video screen to create a world first. This initiative used Three’s advanced network and latest technology to connect people to their loved ones when it mattered most, at Christmas. The campaign, supported by Boys and Girls, surpassed all video performance metrics and has improved both the perception of the network and also the brand image, while the use of owned channels ensured the campaign reached the right audience in a very cost-efficient way.
Finalist