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2019 Awards Finalists

Integrated Marketing Award

SSE Airtricity
Aine Plunkett
Britvic Ireland
Niamh McArdle
Coca-Cola Ireland
Rachel Long
Enterprise Ireland
Conor O'Donovan
Woodie's
Ruth Brett

Sponsored by

SSE Airtricity

Aine Plunkett

SSE is Ireland’s largest provider of 100% green energy, harnessing the wind to provide the grid with a source of sustainable, renewable energy, sought to make more people aware of this. After researching possible approaches, the ‘Generation Green’ integrated marketing campaign was launched, assisted by Javelin. The aim was to prompt people to start seriously thinking about where their energy comes from, and persuade them in a positive, optimistic manner, that by making the switch to a green energy provider, they can help make the world a greener, cleaner place. The campaign has outperformed all previous campaigns since the company’s launch in 1997, and helped position SSE Airtricity as the undisputed leader in renewable energy.
Winner
Britvic Ireland

Niamh McArdle

Britvic devised a new integrated marketing campaign for Club Zero, delivering on all its goals. The platform worked across all three Club Zero flavours as well as enabling the launch of the new Club Zero Lemon product. Operating above and below the line at a challenging time for soft drinks in a sugar tax world, Britvic made a hero brand of Club Zero to ensure consumers understood they could have the great taste without any of the sugar. The integrated “Discover Club Zero” platform delivered exactly what was required – growing Club Zero without other variants declining. Awareness and visibility was kept high reinforcing the healthier options whilst maintaining choice across the full Club range.
Finalist
Coca-Cola Ireland

Rachel Long

The Coca-Cola brand faced a challenge in Ireland with regular colas losing volume and a national narrative taking hold around the introduction of the sugar tax. These external pressures meant the company faced a threat to Coca-Cola original taste’s brand equity, as Coca-Cola Zero Sugar was gaining momentum. The marketing team, with the support of Edelman, devised a strategy to offer choice to consumers, developing a platform to demonstrate the great original taste of both options. Using multiple touchpoints, a consumer facing, money-can’t-buy experience was added to help establish a reputation for amazing surprise and delight moments. Coca-Cola Zero Sugar is now the third largest cola in Ireland, following Coca-Cola Original Taste and Diet Coke.
Finalist
Enterprise Ireland

Conor O'Donovan

With the onset of Brexit, EI identified that 40% of its clients that export to the UK were highly exposed, and EI needed to take urgent action. EI launched a fully integrated, multi-phased campaign, assisted by Atomic and Mindshare, that developed awareness of Brexit, educated on the supports available and encouraged businesses to take action. This delivered several notable successes. By end 2018, 85% of EI clients had begun Brexit preparations, and over 4,000 SMEs had completed an online self-assessment scorecard identifying their most critical areas of exposure. The campaign and subsequent engagement enabled over 1,000 Brexit interventions to be made and €74 million of funding to be approved for Brexit-exposed companies.
Finalist
Woodie's

Ruth Brett

The Woodie’s ‘We’re all homemakers’ integrated marketing campaign was a brand repositioning mechanism that created a single and unified platform for all marketing communications. The team deployed a holistic plan where all marketing tools were used to tell a different part of the same ‘homemakers’ story. This led to increased brand trust, and drove business revenues. The campaign was brought to life for customers and staff across brand and tactical communications, physically in stores and through traditional and digital media channels. It resulted in positively differentiating Woodie’s as a modern and relevant brand, and reinforced the ‘Irish’ brand DNA and the values that have made Woodie’s Ireland’s market leader for over 30 years.
Finalist