The All Ireland Marketing Awards, organised by The Marketing Institute of Ireland, is the nation's premier means of recognising the success of Irish marketing professionals and acknowledging their major contribution to the ongoing process of strengthening the economy of our island.
The awards programme is now in its 10th year. In this article, we take a look back at the Advertising Campaign winners down through the years, starting back in our inaugural year of 2007, right through to this year's shortlisted finalists.
Photo (L-R) : Presented by Simon Ferguson, SalesOnline to Brian Twomey, Tourism Ireland
Tourism Ireland won in 2007, triumphing in their category against some very stiff competition.
Tourism Ireland is the organisation responsible for marketing the whole of Ireland overseas as a tourist destination. Its role is to provide strategic leadership in international marketing and in the delivery of world class marketing programmes focused on best prospects. The organisation employs people in Britain, USA, Mainland Europe and Australia as well as here in Ireland. The team delivers targeted marketing programmes and works in close cooperation with industry partners.
Photo (L-R) : Presented by Simon Ferguson, SalesOnline to Alison Duffy, Halifax
Halifax is a trading name for Back of Scotland (Ireland) and they claimed the AIM Award in 2008 for their latest initiative to generate brand awareness for their latest feature – The rich current account. Their campaign entitled “Dance Off” was devised to address the awareness issue. The creative idea worked well across all supporting media.
A second phase which concentrated on prompting a switch decision saw the first use of comparative advertising on TV in the financial sector. The “Dance Off” Current Account campaign was a huge success, with not only high levels of recall, but it also generated switch business from other banks.
Photo (L-R) : Presented by Jonnie Cahill, 02 to Aengus King, Coca-Cola
Coca-Cola, our advertising campaign award winners in 2009, is one of the largest companies in the world. Their campaign was focused on Sprite, one of their global brands. The marketing team in Ireland sought to reinvigorate Sprite using a brave new advertising campaign that would capitalise on consumer perceptions of the brand as cool, youthful and edgy. The team developed the “Thirst never wins” idea and the mythical LA cop character JD Quench was created. The advertisement connected immediately with its target audience, creating a strong positive reaction and brand performance was lifted.
Photo (L-R): Presented by Cera Ward, Newstalk to Roma O’ Connor, McDonalds
In 2010, McDonalds took home an AIM Award for their campaign, boosting revenue at a particularly difficult economic time. McDonalds operated 103 stores throughout Ireland but the recession had caused sales in Ireland to cease growing and the marketing team responded by devising a campaign along with colleagues at Cawley Nea TBWA.
The insight for the campaign was stability in times of change. Their campaign was “Things can change quickly, so it’s good some things don’t change at all”. The campaign deployed a mix of TV, outdoor, radio, online, mobile and in-store. The company achieved a major upswing in sales and market share.
Photo (L-R): Presented by Cera Ward, Newstalk to Bronagh Twomey, No Nonsense Insurance
No Nonsense Insurance (FBD) won the award in 2011, for their approach to advertising to new market segments. FBD were experimenting with a segmented approach to the car insurance market for a number of years. The marketing team believed that a market space could be carved out in the low cost segment to generate incremental volumes as a standalone brand.
By diverting funds from existing marketing budgets, an intense television campaign supported by radio and digital was implemented. High quoted and conversion levels opened up a new line of business for FBD, accounting for a high percentage of all new motor insurance sales.
Photo (L-R): Presented by Peter Smyth, Newstalk to Jules Macken, Heineken
Heineken won an AIM award in 2012, for their impressive loyalty boosting advertising campaign. Heineken had achieved strong loyalty in the over 30s segment but it needed to appeal to younger consumers. The challenge was to deepen the connection with males’ ages 18-34 target audience, who have little brand loyalty and no emotional connection with Heineken.
With the support of Rothco, the “seize the moment” campaign was created. This is a collection of memorable stories of people demonstrating their progressiveness to seize the moment and go the extra mile for Heineken. Since launching the campaign, Heineken increased their equity and brand image scores. The on trade alcohol market dropped sharply in 2011 while Heineken experienced growth.
Photo (centre L-R): Presented by Peter Smyth, Newstalk to Annette Ní Dhathlaoí, Liberty Insurance
Our 2013 winners, Liberty Insurance undertook a mammoth task of successfully launching the brand in Ireland. Their central idea of “insurance the way it should be” resonated with their new audience. The ‘Manifesto’ television ad campaign showcased Liberty’s century old roots in Boston and conveyed the brand’s philosophy. This generated immediate positive effects, lifting revenues, awareness and market share. It underpinned the successful launch of the brand in Ireland.
Photo: (L-R) Presented by Emma Gavagan, Newstalk to Jackie Garvey and Tim Wynne, Electric Ireland
Electric Ireland had the challenge of creating differentiating brand positioning in a low interest, low engagement sector dominated by price messages. Electric Ireland, working with Irish International developed a new external brand position with the slogan “Power comes in many forms, we understand them all”.
With the help of Mediavest, a media strategy was developed. The campaign created a shift in brand awareness having been seen by 90% of the Irish population. Customer numbers in key strategic areas of Gas and SME rose significantly.
Photo: (L-R): Presented by Paul O’ Sullivan, DIT to Meabh Gleeson, National Lottery
The 2015 winner of the Advertising Campaign Award was the National Lottery. National Lottery had been having difficulties with online play not resonating with consumers. A whole new approach to this concept was needed. The proposition had to be simple – you can now play National Lottery games anywhere – and this message had to be communicated to generate excitement and also convert to actual registrations. With the support of DDFH&B, an advertising campaign dramatized the idea ‘You can now play anywhere”. The campaign achieved registrations well ahead of target by the end of 2014.
The Advertising Campaign award 2016 is sponsored by Newstalk.
The five finalists for the 2016 Advertising Campaign are:
Aldi Stores Ireland
Each finalist faces tough competition from fellow top -performing marketing professionals on the category shortlist. This category is a fantastic showcase of marketer’s talent in creating compelling, successful advertising campaigns. You can read about their award-nominated campaigns here.
The winner will be revealed on the 19th May at the AIM Awards night at the DoubleTree by Hilton hotel. Best of luck to all the finalists.