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2019 Awards Finalists

Digital Marketing Campaign Award

AIB
Mark Brennan
KBC Bank
Caroline Donnellan
Kerry Foods
Michelle Daly Lennon
Permanent TSB
Lorna Farrell
Tayto Snacks
Carol McCaghy

Sponsored by

AIB

Mark Brennan

AIB Personal Credit faced into last year with significant headwinds including a sizeable increase in loan sales targets coupled with a flat marketing budget. The budget had to work much harder to drive loan sales whilst still building brand equity. With over 60% of personal loan applications delivered through online channels, the marketing team took its ‘Backing Doing’ campaign out of its comfort zone of traditional channels to engage a targeted online audience. As part of this strategy, a first for an AIB product, the #backingdoing series was created, featuring soccer star Kevin Kilbane. The series surpassed all targets, helping drive loan sales far above target and lifting positive sentiment towards the brand.
Winner
KBC Bank

Caroline Donnellan

The KBC brand seeks to ‘stop talking, acting and walking like a traditional bank’. However, last year KBC faced challenges of intense competition and sales growth in the mortgage space. The bank needed to reclaim a ‘disruptor’ spirit, and focus on ‘the KBC experience’. Learning from its earlier success across multiple short term campaigns, the team decided to take a longer term, strategic approach in 2018, assisted by Mediaworks. An investment in virtual technology powered a new type of content norm to enhance the entire home buying experience. Brand awareness grew and product targets were exceeded, but most notably, the positioning of being “different” and “setting the trend in banking” was achieved.
Finalist
Kerry Foods

Michelle Daly Lennon

Dairygold is an iconic Irish product, but was facing share loss as brand loyalists switched to alternatives. Defining its target market of ‘time poor foodies’, the team set out to integrate targeted media into their busy lives. The challenge was met with a digital campaign. Leveraging the audience’s desire around ‘making a minute to do good’ with the product’s USP; an eco-system of microvolunteering opportunities was developed. From a mix VOD, programmatic advertising, key online partnerships, instore & experiential, and a social and digital presence, the advertising campaign weaved itself and the brand into loyal consumers hearts. The results were outstanding. From business to brand and media engagement all targets were beaten.
Finalist
Permanent TSB

Lorna Farrell

Permanent TSB had to dramatically increase personal lending to deliver on its growth objectives, but its own customers were going elsewhere for their lending needs. The marketing team’s response was a new in-app mobile channel innovation that would transform the ‘banking at your fingertips’ experience. Customers could now apply for a loan on their mobile, get approval in minutes and receive the funds into their account instantly, a first in the Irish banking market. Through a clear customer journey and a compelling digital marketing campaign, the ‘Our Loans are now Mobile’ digital media strategy was launched, targeting the existing customer base. The campaign met all objectives and exceeded commercial targets.
Finalist
Tayto Snacks

Carol McCaghy

Tayto, Ireland’s leading crisps and snacks brand market share was in decline. A digital marketing campaign was designed to reinvigorate the flat crisp market while capturing the imagination of consumers by letting them choose Tayto’s next flavour. Four uniquely Irish flavours were chosen since Irishness is a core purchase driver. Consumers were encouraged to vote online, and a mix of digital and social media drove an engaging campaign with Tayto’s core 18-35 target audience. Digital was key to engage with a younger cohort and accelerated the reach which ultimately drove huge awareness for the campaign. Tayto Spice Bag launched in September, sold out within three weeks and Tayto’s overall market share grew.
Finalist