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AIM Awards Look Back: Brand Campaign Award

By: The AIM Awards Team | Posted on: 04 May 2016

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. There are 18 categories, each with 5 finalists which have been shortlisted after a lengthy adjudication process.

As it’s our 10th year running the awards programme, we’re taking a trip down memory lane and looking back at some of our winners down through the years. This article will focus on the Marketing Innovation Award – showcasing the weird and wonderful ideas that grabbed the nation’s attention and bagged these wonderful winners an AIM Award to take home.

The AIM awards programme is now in its 10th year. Here, we take a look back on category winners down through the years. In this article, we look back on the Brand Campaign winners from 2007, our inaugural year of the AIM Awards right through to the 2015 winners.

The Brand Campaign award is made to a business that can demonstrate its success in creating clarity around a brand’s values and essence, achieving differentiation and trust in the minds of the brand’s consumers, and consequently achieving brand growth.

2007

Presented by Aidan O’ Connor, Index Creative Communications to Sharon Walsh, Coca-Cola Ireland

In 2007, our Brand campaign winner was Coca-Cola Ireland. Coca-Cola Ireland is part of the Coca-Cola Company, which employs 40,000 people in over 200 countries and is the owner of over 400 brands and products worldwide. Coca-Cola Ireland markets more than 20 brands in Ireland.

The company had successfully developed a new strategy for Diet Coke, where the brand reverted to its heartland (females) and introduced the hugely successful “do your thing” campaign across TV, outdoor, radio, PR and innovation on packaging. Diet Coke has seen significant increases in volume since launch of this campaign and brand equity scores are at an all time high.

 

2008

Winners Nicola Weldon & Rita Kirwan, Largo Foods

2008 winner, Largo foods took home the AIM Award for their high profile campaign of the Tayto brand, which coincided with the general election. Largo Foods is Irelands number one snack food company with around 50% of the market share and over 400 staff. Tayto, King and Hunky Dorys are amongst the company’s strong brand portfolio. 95% of the potatoes used in its products are Irish grown. Largo manufactures potato crisps, savoury and sweet popcorn and corn snacks, and it has a sizable export business. Here in Ireland, the firm has a manufacturing plant in Ashbourne, supported by distribution centres in Dublin, Belfast, Cork and Carlow.

 

2009

Presented by John Anslow, Meteor to Oisín Masterson, Topaz Energy

Topaz, our brand campaign winner in 2009, created a new identity for themselves across consumer platforms. Topaz acquired the Irish retail and commercial fuels businesses of Shell and Statoil, and spent €50 million on its investment and expansion programme and created 400 new jobs. It is the largest fuel convenience in Ireland. The company rolled out a new brand identity and it had to fit the full range of media including advertising, POS, retail promotion, and internal and external signage. The starting point was a vision of the station of the future, and the brand campaign was extensive and complex. The results of the campaign in a very short timeframe were remarkable, going from zero as a new brand, to highest across a range of metrics.


2010

Presented by Meadhbh Quinn, Meteor to Tricia Burke, Kerry Foods

In 2010, Kerry Foods won the award for their response the challenges of brand competitors. The Kerry Group today is a world leader in food ingredients and a leading supplier of branded foods. The Denny brand is the Irish market leader in sausages, rashers, cooked meats and sausage rolls. The brand’s market share was challenged by private label and discounter competitors, and the response was a marketing campaign aimed at deepening the consumer’s emotional engagement with the brand through the identification of Denny with the feeling of “home”. The extensive activities throughout Ireland comprised teaser outdoor followed by TV, radio, online, national, and experiential and press.

2011

Presented by John Anslow, Meteor to Aoife Hall, Coca-Cola Ireland

2011 winners, Coca-Cola, faced a particular challenge with one of their brands, Diet Coke. Diet coke had come to rely heavily on an aging cohort of 30+ age group of female consumers, and needed to reassert its role among younger adults and establish the next generation of consumers in order to regain sustained growth. The marketing team identified fashion as a central passion point and developed a multi-layered brand campaign to drive affinity with 16-24 females whilst retaining the loyal 30+ consumers. The “Love it Light” campaign was launched with the assistance of Universal McCann, and the result of a 3-year dip in brand performance, in an overall declining market. Brand tracking showed a deeper engagement with the targeted market segments.

2012

Presented by Philip McGauran, Meteor to Marlese Louw, Harvey Norman

Harvey Norman took home an All Ireland Marketing Award in 2012 for their campaign which boasted impressive sales growth during a time where the company was suffering from recessionary stagnation in the core market segments. The local marketing team identified a need to challenge Harvey Norman’s historic brand perception, that of a foreign corporate with a one dimensional advertising approach, ‘yell and sell’. The team identified a gap between customer perception and the reality of the shopping experience. They set out to implement a brand campaign that would portray passionate, real, fun people in a way that would be vibrant and effective, yet authentic. The brand campaign ‘Who is Harvey Norman?’ involved an extensive cross media mix including TV, print, radio, in-store and digital. This resulted in double-digit sales growth in a declining market.

 

2013    

Presented by Lisa Comerford, Meteor to Claire Lynch, McDonalds
 

Our 2013 winner, McDonalds faced low customer awareness and low trust scores around the quality and provenance of its beef, and the marketing team recognised the need to respond to this. A brand campaign was launched on TV, press, radio and outdoor, to highlight the real connections between McDonalds and local farmers. The campaign created massive shifts in consumer perceptions and this was followed through by uplifts in market share, overall sales and consumer numbers.
 


2014

Presented by Fenella Fay, Meteor to Elaine Fitzpatrick, Zurich

In 2014, Zurich sought a fresh approach to brand communications that would position the company clearly as a thought leader and champion of financial planning. It also wished to increase its emotional brand attribute scores in order to generate a closer bond with customers. Following extensive consultation, consumer research and behavioural analysis, the “Dear 30 year old me.. ” concept was created for Zurich by the team at Javelin. The idea formed the basis of an extensive brand campaign for the 2013 pension season, which saw Zurich successfully differentiated from the competition, and which delivered a very significant return on investment.

2015

Presented by Annette Ní Dhathlaoí, Liberty Insurance to Sarah Keenaghan, Kerry Foods

In 2015, Kerry Foods created a new campaign for their Denny Gold Medal products. By end 2013, the Denny Gold Medal brand faced many new competitors challenging for a share of the key breakfast occasion both inside and outside the category. Aggressive pricing and promotions along with rising consumer expectations of quality, packaging and food values meant that Denny Gold Medal needed a complete re-launch. A renovation of the whole proposition was actioned from product recipe and packaging through to new communications campaigns incorporating TV, Outdoor, Radio and PR, digital and sampling. The campaign has delivered a major turnaround for the brand resulting in revenue, volume, penetration, market share and brand equity gains.

 

The 2016 Brand Campaign Finalists are:

Bord Gáis Energy
Boyne Valley Group
KBC Bank Ireland
Kerry Foods
Largo Foods

 

The Brand Campaign award 2016 is sponsored by Irish Distillers Pernod Ricard.

Simply put, a brand campaign is a sustained marketing effort to get across what you stand for. Each of the five finalists are showcasing the campaigns implemented by their team in order to boost brand awareness, brand perception and increase sales revenue as a result of this.

The competition is eminent between the finalists’ fellow top -performing marketing professionals on the category shortlist.

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.