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2019 Awards Finalists

Advertising Campaign Award

Virgin Media
Niamh O'Driscoll
Aldi Ireland
John Anslow
Aviva
Sharon Treanor
Dunnes Stores
Louise Cassidy
The AA
Orla Reddy

Sponsored by

Virgin Media

Niamh O'Driscoll

Virgin Media’s challenge was to create awareness that Virgin do Mobile, and that it offers consumers a way to avoid the ‘hidden’ stuff that is rife in the market. The company sought to differentiate itself as the ‘fairest way to mobile’, through a series of reasons to believe. Assisted by Publicis, the ‘Nothing Hidden’ campaign centred on Virgin Media’s transparency promise, which is bold, compelling and a good fit with the brand purpose. Featuring ‘Bigfoot’ coming out of hiding, this giant character could channel all the surprising and market-shaking brand behaviour. The campaign comprised TV, social media, radio, press, digital, PR and a brand activation to bring Bigfoot out of hiding in Dublin, and it helped deliver an uplift in sales.
Winner
Aldi Ireland

John Anslow

Christmas is the most important trading period for grocery retailing yet Aldi had been underperforming at Christmas and lost overall market share. This needed to be addressed with a new strategy and advertising campaign which would convince shoppers to use Aldi for their full shop at Christmas, reassure them on brand choice and also deliver Aldi’s usual outstanding market-leading value. Those messages had to be delivered in a humorous Aldi way which would not only entertain but also cut through in the hugely competitive marketplace. The ‘Kevin the Carrot’ advertising campaign for Christmas 2018 ran across print, press, TV and radio, also delivering social ‘firsts’ and numerous pieces of digital creative, all combining to drive Aldi’s best Christmas ever with record sales, customer numbers and switching spend.
Finalist
Aviva

Sharon Treanor

Aviva faced tough marketing and trading conditions, in addition to having advertising creative that hadn’t been updated in several years. The link between the Stadium and ‘Aviva, the Insurance Company’ was not resonating with consumers. To overcome these challenges, an advertising campaign was created to work across the product portfolio with a striking brand message that seamlessly embedded the Aviva Stadium as a core brand building asset. Following extensive consumer research, a new brand role as “protector” was brought to life with an advertising campaign theme ‘You’re safe in the hands of Aviva’. The commercial and brand results outperformed the business targets and the campaign proved truly transformative, proving how a strategic, creative, engaging and well executed campaign can deliver stand out business success.
Finalist
Dunnes Stores

Louise Cassidy

In an intensely competitive market space, Dunnes Stores wanted to improve its value perceptions and attract new shoppers. The business created a new range of 1,000 products designed to save shoppers on everyday purchases. A new name and visual identity was required, and ‘Everyday Savers’ comprised a new range of products priced at less than a euro. A new humorous and highly engaging advertising campaign was developed with the assistance of Chemistry to help drive sales of the range. The campaign ran across TV, VOD, radio, outdoor, digital and social, and it was also integrated across a breadth of consumer touchpoints on a clear consumer journey including in-store POS, leaflets, E-shots and inserts. The campaign has delivered strong results for increasing performance sharply and attracting significant numbers of new customers.
Finalist
The AA

Orla Reddy

The AA Dogs ‘Who’s Got Clever Insurance’ campaign proves that there is an inherent connection between brave brand creativity and business results. Insurance can be a grudge purchase for consumers, and not top of mind until there’s a problem. As a challenger brand in the sector, the AA had to do more with less, and be deliberately different. The goal was to cut through with work that was simple but memorable, and highlight the protective qualities of the brand. Working with colleagues from Javelin, the AA dogs and their personas were developed, and came to place the brand firmly, literally, at the heart of the Irish household. Online sales doubled and quote volumes across car, home and travel were greatly increased, making the convincing case for the power of brand investment.
Finalist