2018 IPA Effectiveness Awards Insights

2018 IPA Effectiveness Awards:
Insights from the winning campaigns

Contents
Themes from this report 3 Chapter four: The growing power of influence 32
Executive summary 4 Social media is the most used channel in the mix 33
The evolution of effectiveness 6 Growth of social is not at the expense of other media 34
Living up to youthful promise 35
Integrating influence 38
Chapter one: Understanding how emotion works 9
Emotion is the lead creative strategy 10
Use of emotion is growing over time 11 Chapter five: Data points 40
Understanding emotion 12 Sales, equity and awareness are the three main drivers 41
Market penetration/customer gain is the lead hard metric 42
Big budgets are the norm for winning papers 43
Chapter two: A TV-led model continues to dominate 16 Over three-quarters of winning campaigns lasted longer than a year 44
TV is indisputably the lead channel 17
Fame and fortune 18
Achieving more bang for your buck 22 Chapter six: Winning case studies 45
How TV endures and inspires 24 Audi: Beauty and brains 46
L’Oréal Paris True Match: Making everyone feel ‘worth it’ 47
British Army: This is Belonging 48
Chapter three: Succeeding in a low-attention economy 27 Direct Line Group: They went short. We went long. 49
A matter of distinction 28 Lidl: #LidlSurprises 50
Reassuringly familiar 29 Guinness: Made of More 51
The AA: From spark plugs to singalongs 52
DFS: From a value brand to a brand that people value 53
Suzuki: #SuzukiSaturdays 54
Silver winners 55
Bronze winners 64
Themes from this report
1
Understanding how
2A TV-led model continues
3
Succeeding in a low-
4
The growing power of
emotion works to dominate attention economy influence
As advertisers develop their The 2018 Awards confirmed the Many winning campaigns used Nearly all campaigns that were
understanding of how emotional appeal of TV advertising among distinctive assets to help gain a entered into the Awards had a social
marketing works, it was no surprise this particular set of winning case headstart on the competition. Aldi’s component, with 71% of winners
to see emotion as a key creative studies, with 71% of winning papers Kevin the Carrot Christmas campaign using social in their media mix.
driver among the awarded 2018 using it as a lead medium. Brands achieved instant-recognition Some of the most striking uses
IPA Effectiveness papers: 55% such as the AA relied on TV to help distinctiveness which, according to of social, however, leveraged its
of winning campaigns, including turn around their businesses, while System1’s Tom Ewing (page 29), ability to attach shared meaning to
the Grand-Prix winner Audi, cited others, including Guinness and “is a major driver of brand growth”. brands. For instance, L’Oréal Paris
emotion as their main creative Audi, depended on it to build fame. System1 calls these assets ‘Fluent True Match’s 23 Shades, 23 Stories
strategy. However, on page 12, Weetabix also dusted off a TV tagline Devices’ and there were many campaign used social media and
‘Decoded’ author Phil Barden from the early 90s and successfully examples among the winning papers, influencer marketing to story-tell
points out the complexities of using revived the brand. “TV is evidently from the squash drink Ribena to and communicate its inclusive
emotion. As Binet and Field have not dead,” writes adam&eve DDB’s the furniture retailer DFS. As only a message. Neil Waller, Co-Founder,
helped advertisers understand Tom Sussman on page 18. negligible number of brands adopt Whalar, writes on page 38: “These
that emotion can lead to powerful “The internet has not terminally Fluent Devices and they’ve been effective influencer campaigns
long-term business effects, Barden unplugged our television sets.” And proven to generate long-term and are not just using influencers as an
calls for nuance. He highlights Dame Carolyn McCall DBE, Chair of broad effects, having assets that audience rental opportunity that’s
the importance of a motivational Judges and CEO, ITV, cites multiple are distinctive in this way represents been bolted onto a campaign with a
message to trigger an emotional reasons why TV continues to attract an opportunity for brands to short- little bit of leftover budget to tick the
response to prompt purchase. advertising budget on page 24. circuit capturing people’s attention. influencer marketing box.”
3 2018 IPA Effectiveness Awards Report © Copyright WARC 2019. All rights reserved.
Executive summary
BBH London took the Grand Prix for by being emotionally engaging.
A more sophisticated understanding of Because emotion on its own isn’t a
transforming Audi UK’s business
emotion-led ad campaigns, the flexibility and delivering the German car shoo-in for effectiveness.
manufacturer’s highest-ever profit
of TV, distinctive assets to achieve cut ROMI (page 46). Multiple uses of TV
This report analyses winning The second chapter scrutinises
through and the power of influence were the role of television. A TV-led
entries using metadata attached
four clear themes to emerge from the 2018 to each entry to pull out particular model seems to continue to
themes. It also identifies trends dominate these Awards. Many IPA
IPA Effectiveness winners. over the last four sets of IPA Effectiveness Awards winners
Effectiveness Awards since 2012 to reflect a certain type of campaign
improve our understanding around – centred on emotional television
what typifies effective advertising. advertising supported by a hefty
media budget. In fact, 71% of
The IPA Effectiveness Awards are fortunes of brands and businesses. Understanding emotion winning papers used TV as their
dedicated to proving the payback The 2018 Awards attracted 70 The first chapter intends to improve lead medium. Among the Gold
of communications activity. They entries and, out of those, nine Golds, our understanding of how emotion winners and the Grand Prix, TV
are synonymous with rigour and 18 Silvers and 11 Bronzes, along works in advertising so that it undoubtedly played a key role.
reinforcing that communications with 10 special prizes, were awarded directly relates to purchasing However, it’s also worth noting
have the power to transform the to companies from six countries. decisions. Thanks to the work of Les the different ways it was used. For
Binet and Peter Field in assessing Suzuki Saturdays (page 54), it
IPA-winning campaigns, it is now was a multi-year sponsorship deal
common knowledge that more of prime-time family show Saturday
emotion-led advertising helps Night Takeaway. Meanwhile, L’Oréal
to generate long-term business Paris True Match foundation
effects. The 2018 winners are no used TV in a supporting role for
exception. On page 12, ‘Decoded’ an influencer-led campaign with
author Phil Barden drills down into inclusion at its core that helped the
how advertising should motivate brand shift from fifth place to first in
Audi: “transfomed Audi UK’s business” Suzuki: “multi-year sponsorship deal” people into a particular action the UK (page 47).
Executive summary
L’Oréal Paris True Match: “used TV in a supporting role” Ribena: “berries used as a Fluent Device”
Navigating through a cereal brand (page 61). Despite influencers squarely at the heart of a Bronzes. Full versions of all the
low-attention economy Fluent Devices being evident in campaign in order to be effective. For winning case studies can be found on
Chapter three examines the these Awards, the industry is using instance, Sport England (page 59) both WARC and the IPA website.
distinctive assets that enabled fewer than ever: usage has dropped combined broadcast and social to As the intro to that book, by
particular advertising to grab from 41% in 1992 down to just 12% in persuade women to exercise, while Convenor of the Judges Neil Godber,
attention – the single biggest 2016, according to System1. baby food brand Ella’s Kitchen (page Head of Planning at JWT, states
challenge for any ad strategy. 56) depended on word-of-mouth when summing up the winning
Research agency System1 calls The power of influence among parents who were weaning papers: “Perhaps 2018 will go down
these distinctive assets ‘Fluent The fourth chapter focuses on how babies to spread its message. as the year when first principles got
Devices’ and, in these Awards, influencer marketing was a recurring This report contains summaries a second chance and came through
they encompassed anything from theme among the IPA Effectiveness of all the winning case studies. The with flying colours. Long-term brand
images of juicy berries that have winners. Influencer marketing efforts IPA book, ‘Advertising Works 24: building. Emotional connection.
been synonymous with squash drink have often been regarded as a bolt- Proving the payback on marketing Respect for roots. Consistency
Ribena (page 67) to the tagline on to an existing campaign, so this investment’, contains full versions of brand assets. An open mind to
‘Have you had your Weetabix?’ that crop of winners denotes a shift. of the Golds and Grand Prix and all media channels, not just the
was successfully reinstated for the Several winners showed how to place abridged versions of Silvers and fashionable few.”
The evolution of effectiveness
J. Walter Thompson London’s Neil Given the amazingly diverse ways When, previously, much time was
in which clients and their agencies spent interrogating the problem and
Godber, Convenor of the Judges for the have been tackling marketing getting to the idea as the solution,
challenges, we set out to encourage we’ve now seen equal time spent
2018 IPA Effectiveness Awards, shares a greater range of solutions and their on understanding and on carefully
themes from the judging sessions that creators to enter the 2018 Awards. planning out how the idea was
We’ve seen some great cases intended to engage with and involve
demonstrate how effectiveness is evolving. exploiting sponsorships and cases the consumer.
that were digital only. We also saw Along the way, we’ve spotted some
big-idea, fame-generating cases, key themes:
like Guinness (page 51).
We found improvements in A return to first principles
brands integrating the long and of marketing
short term with significantly more Despite the fact that, on the surface
time dedicated to engagement and of things, everything is changing –
media planning, as the methods of data timeframes, ways of bringing
engaging consumers have grown to ideas to life, social platforms and
fuel a greater range of ideas. the blurred lines of marketing –
Neil Godber is Head of Planning
some things have stayed the same.
at JWT
Amongst many winners, we saw
a timely return to first principles.
For instance, the AA (page 52)
employed mass-reach emotion with
a return to its core product, which
helped it avoid profit-depleting
discounting, and achieve more
profitable sales. Rather than aim
purely for efficiency, The British Army
The AA: “employed mass-reach emotion (page 48) decided to widen its
with a return to its core product” appeal through mass marketing and
inclusivity as a benefit in the beauty was invested in intelligent examples

world and engaged a long cast of of activation and immediate
influencers to create mass awareness behaviour change. People are being
of its proposition. Conversely, smarter, using multiple data sources
Starbucks (page 60) recognised in more interesting ways to generate
coffee as an inherently social event to stronger immediate returns. For
drive commercial sales through social example, IAG Cargo, the cargo-
over time. Using a test-and-learn handling division of International
approach through time, Starbucks Airlines Group, launched a global
showed how it adapted and improved customer loyalty programme to grow IAG Cargo: “smarter than simply
Audi: “used ‘Vorsprung Durch Technik’ to incrementally through distinct phases the value of its small to medium- machine-gunning generic offers”
guide its recovery” of engagement. sized clients. This was smarter than
simply machine-gunning generic The payback of purpose
an emotionally engaging platform Paying respect to performance offers by taking the audience, Only a few cases were overtly using
around camaraderie. Weetabix (page It was no surprise, given how interrogating it, segmenting it, and brand purpose – either brands
61) reinterpreted existing memory marketing budgets are continually building a loyalty scheme to drive were not adopting it as a conscious
structures from the brand’s history evolving, that more time and effort share and sales. means to achieve commercial
as opposed to generating new equity success or were finding it hard to
from nothing, and Audi (page 46) justify how it had payed back. Of
used ‘Vorsprung Durch Technik’ to those that won, Barclays (page
guide its recovery back to full power. 60) advocated its purpose and
generated more positive sentiment
Social drives strong among its employees which then
commercial returns increased performance. Conversely,
Social hasn’t historically been P&G-owned Chinese skincare
judged in terms of its commercial brand SK-II (page 57) pulled itself
effectiveness, but among this year’s away from the pack via its purpose,
winners, it was used purposefully to which helped it drive greater
drive both the brand and business to distinctiveness and success versus
great effect. L’Oréal (page 47) used Barclays: “advocated its purpose” SK-II: “pulled itself away from the pack” the competition.
Heineken: “used football as an occasion to encourage beer-drinkers to trade up” Lidl: “a radically new approach to media and creative”
Putting a commercial return on simply raising awareness, Heineken films which were deployed in wider unique offering saw it expand its
the value of sponsorship used football as an occasion to media channels, as well as engaging category through mass media. Lidl
This year’s sponsorship cases encourage beer-drinkers to trade dealers and providing the material (page 50) explicitly referenced
were interesting because of their up in the environment of watching for roadshows. other laws including Double
ability to extend beyond the typical the big game: people often watch Jeopardy – whereby brands with
packages: they pushed further to football in groups and the hosts are The rules of marketing less market share have fewer
put a commercial return on the likely to purchase a more premium Finally, we also saw the learning of buyers, and these buyers are slightly
value they generated. Heineken beer. Suzuki (page 54) drove its Ehrenberg-Bass and Byron Sharp less loyal. It avoided an overly
(page 63) was an incredible proposition of ‘fun’ through ITV’s filtering through to successful narrow definition of its market to
global case study on how to corral ratings smash Saturday Night cases. The default in the estate take on all grocers in its quest for
effectiveness across multiple Takeaway, using the stars of the agent category is high commission growth through a radically new
countries and regions. Rather than show to create long and short rates. Purplebricks’ (page 61) approach to media and creative.
Chapter one:
Understanding
how emotion works
Emotion is the lead creative strategy
Creative strategy – non-winners vs. winners 2018

Commentary
69%
Emotion
55% Emotion, long cited as a popular creative
Storytelling
25% strategy for IPA Effectiveness winners, was the
34%
creative strategy of choice for 55% of winners
Informative,
31%
and more than two-thirds – 69% – of non-
educational 32%
winners. Popular emotion-led strategies could
9%
Partnerships
26%
be seen in work such as the AA (page 52) and
furniture retailer DFS (page 53).
25%
Humour
24%
Storytelling was a creative strategy for more
Advocacy
22% than a third – 34% – of winning papers. It was
21%
cited among winners including Guinness’ Made
of More (page 51), Aldi’s Kevin the Carrot
28%
Celebrity
21%
Christmas campaigns (page 55) and SK-II’s
25%
Sustainability,
responsibility 18%
Marriage Market Takeover (page 57) which
22%
helped the P&G-owned skincare brand fend off
User-generated
content, participation 16%
competition within the Chinese market.
Personalisation
13% Informative, educational was the third most
11%
popular creative strategy, and this could be seen
0% 10% 20% 30% 40% 50% 60% 70% 80%
in campaigns such as Baileys’ Don’t mind if I
Baileys (page 56) and David Sheldrick Wildlife
Non-winners Winners
Trust’s Hello in Elephant initiative (page 58).
Interestingly, Grand Prix winner Audi (page 46)
cited all three creative strategies – emotion,
storytelling and informative, educational.
Use of emotion is growing over time
Creative strategy over time – all entrants including winners 2012-2018

Commentary
70%
61%
Les Binet and Peter Field’s original analysis
60% of IPA Effectiveness Awards cases in 2007
concluded that emotional campaigns were
50% more effective and profitable than rational ones.
This has been borne out in subsequent IPA
42%
40%
Effectiveness winners, particularly in 2018. While
35% the proportion of campaigns citing informative,
29%
31%
30% educational and humour as creative strategies
30%
26% 25%
24%
remained constant since 2016, there was a
19%
21% leap for campaigns using emotion as a creative
20%
15% 15% strategy, up by 19 percentage points.
11% 11%
9% 8%
9% 9%
7% 10% Storytelling also enjoyed a remarkable jump in
popularity as a creative strategy, enjoying a leap
0%
from 15% in 2016 to 30% in 2018. One notable
Emotion Informative, educational Storytelling Humour Advocacy theme was the tendency to include real stories.
For instance, the British Army (page 48) used
real stories from soldiers as part of its campaign
2012 2014 2016 2018
to demonstrate camaraderie.
Advocacy has risen significantly as a creative
strategy since 2016, from 7% to 21%. This could
be seen in winning papers such as Ella’s Kitchen
(page 56) that relied on the power of word-of-
mouth among parents who were weaning babies.
Understanding emotion
Three quarters – 21 out of 28 – of it had the most likes on a Facebook

‘Decoded’ author Phil Barden interrogates post ever from an advertiser.” The
2018’s IPA Effectiveness Awards
three of the top-performing IPA papers winners cited ‘emotion’ as their lead same VP, in an Ad Age report later
creative strategy. The good news is the same year, reflected that, while
to analyse what makes an ‘emotional’ that this amplifies Binet and Field’s everybody loves the puppies, “they
conclusion in ‘The Long and the have zero impact on beer sales.
campaign an effective one. Those ads I wouldn’t air again
Short of It’ (2013) that, “Emotional
campaigns, and in particular those because they don’t sell beer.”
that are highly creative and generate
powerful fame/buzz effects, produce Emotional does not automatically
considerably more powerful long- equal effective
term business effects than rational So why isn’t an ‘emotional’ ad
persuasion campaigns.” necessarily the same as a successful
The not so good news is that, whilst ad? Let’s unpick, with some help
the correlation between emotionally from science, what’s known about
engaging communication and how emotional communication can
commercial impact is exciting, we help to sell and how emotions really
should take care not to conflate relate to actual purchase decisions.
Phil Barden is the author of
correlation with causation. We’ve all This will help our understanding
‘Decoded. The Science Behind Why
shared war stories where “they love about why three IPA Award papers
We Buy’ and Managing Director of
the ad but it is just not selling”. For were winners, including the Grand
DECODE Marketing Ltd
example, the US VP for Marketing Prix. One of my previous WARC
at AB InBev lauded the 2015 Super articles, ‘How emotion really works in
Bowl Budweiser ‘Puppy Love’ ad on advertising’, explains more about the
CNBC saying: “We basically won the science, but here’s a précis:
Super Bowl. ‘Puppy Love’ was the Communication which triggers an
number one spot pretty much across emotional response increases its
the board. We won the (USA Today) effectiveness because emotional
Ad Meter, it had the most retweeted response attracts attention,
alcoholic beverage tweet ever, and sharpens perception and deepens
mechanism that tells us if the let’s see whether a few IPA Award ‘goals’, and we included some
decision we made brought us closer winners have both. We tested the ‘system 2’ cognitive aspects. The
to our desired state or outcomes. AA’s ‘Singing Baby’ (page 52), tests had a representative sample
Motivation to buy a product the Army’s ‘Belonging’ (page of UK adults and were controlled for
develops if the ad stages the product 48) and the Grand Prix winner, prior ad exposure.
as an effective means to get a ‘job’ Audi’s ‘Clowns’ (page 46). We Were the ads emotionally
done. A job can be functional and/or used an implicit methodology engaging? Yes, on aggregate, they
psychological or social. The desire to quantify both the emotional significantly over-indexed versus our
to change our mood can also be a job impact as well as associations with benchmark scores (see the diagram
that products help to accomplish. neuropsychological motivational on the next page).
Audi: “in all the craziness, the Audi is An emotional response triggered
staged as an effective means to stay in by an ad can make the ad a more The how Achieved?
control” effective vehicle for the motivational emotionally engaging
message, but the emotional
processing and memory encoding of response while watching the ad Does the communication evoke an emotional response?
the communication. is only a response – it is not the Does the brand/product play an instrumental role in the ad?
Science clearly shows that there message in itself.
Does the brand play an instrumental role in evoking the
is a gatekeeper that stands between To impact sales, the ad needs emotion in a credible way?
an emotional ad and actual brand to convey the right motivational
Does it leverage the brand’s iconic assets to ensure correct
choice: motivation. Motivation, message (the what) in an emotionally
brand assignment?
not the emotional response while engaging way (the how). Successful
watching the ad, is what makes ads deliver on both.
The what Achieved?
people do something – and As the table on this page
motivation
motivation is very different from shows, successful ads achieve
emotion. this combination via a number Does the brief include a message that links the brand and
Motivation – our desires, needs, of key points which can be used relevant goals?
goals and ‘jobs to be done’ – to help maximise the impact of
Is this message distinctive to your brand?
determines behaviour and choice. In communication.
fact, actual behaviour is not caused So we need an effective vehicle Does the communication stage the brand as a means to this
end (with this brand you can do/have/be/become...)?
by emotion – emotion is a feedback as well as a relevant message. Now
‘Singing Baby’ and ‘Clowns’ were heritage of ‘Vorsprung Durch

Emotional engagement
particularly strong on ‘happiness’, Technik’, coupled with its German 180
‘joy’ and ‘surprising’, and ‘Belonging’ engineering, product range and 160
scored very highly on ‘involving’, innovation, one could hypothesise 138 140
130
140
‘interesting’ and ‘distinctive’. Not that the motivating goals associated 120
surprisingly, ‘Singing Baby’ and with Audi would be based around 100
‘Clowns’ are perceived as more expertise, efficiency, logic, precision 80
‘entertaining’ and ‘funny’ than the and discipline – goals that are 60
more serious drama of ‘Belonging’. All primarily focused on ‘prevention’ 40
three scored well on cognitive criteria and risk avoidance. These, in fact, 20
such as ‘would share with others’. Of fit perfectly with the goals triggered 0
the three ads tested, the AA scored British Army: “focused on the idea of by the ad, which uses clowns as a Implicit goal activation
highest on cognitive metrics such comradeship being at the heart of life in metaphor for all the idiots around 170 167
180
as ‘easy to understand’, ‘shows the forces” you on the road who do stupid things 160
160
me the advantages of the brand’, and create risk, something that 140
‘relevance’ and ‘memorability’, whilst negatives index more than 64. This is Audi’s technology helps you to avoid. 120
‘Belonging’ was the most ‘believable’, a great result and shows clearly that 100
something that the ‘real’ story helped these ads benefit from increased Audi: control in a context of chaos 80
to deliver. ‘Clowns’ had high scores effectiveness because they get the The implicit goal most strongly 60
for conveying new and advantageous how right. activated by this ad is ‘control’ – in 40
differences about the brand. What about motivations? All the all the craziness around you, the 20
Understanding what associations ads triggered neuropsychological Audi is staged as an effective means 0
aren’t conveyed by an ad is as goals above our benchmark averages to stay in control. This is certainly Audi: Clowns
important as knowing which ones (see the diagram on the right), but relevant for the category, but one AA: Singing Baby
are. In terms of low activation, one each one triggered very different might imagine that a creative brief Army: Belonging
commonality between the ads aspects of motivation. centred on control might, at face Index 100
is a stark absence of emotional Before looking at the results for the value, be interpreted as functional,
attributes with a negative valence. Grand Prix Winner, Audi’s ‘Clowns’, or even boring. But being in control The clever thing here is that
Whilst positive attributes enjoy let’s think about why people choose is a very important motivator in our this relevant human motivation
indices as high as 201, none of the the Audi brand. Given its advertising lives. is dramatised in an emotionally
engaging way; the creative device of

the clowns, together with the drama, Emotion high
High attention High attention
creates the perfect staging for the High memorability High memorability
High motivation can be achieved
motivational message. ‘Control’ Low purchase effect High purchase effect
across all touchpoints by
is surely a relevant and important Puppy Love Singing Baby
triggering relevant goals
driver in the category as well as a Clowns
Belonging
heritage of Audi’s brand equity. By
further strengthening these relevant
associations the ad helps to build Motivational fit can be measured
brand equity (which, essentially, is Low attention High purchase effect at an implicit level across
what the neural brand network is). Low memorability all touchpoints
The same logic applies to the Low purchase effect
other two ads: they dramatise Emotion low
the motivating message in an
emotionally engaging way. The Motivation low Motivation high
Army’s campaign focused on
the idea of comradeship being
at the heart of life in the forces, that they help us to achieve are never that these are measuring ‘affect’ message in an emotionally engaging
and implicit goals related to this only functional/rational or emotional; evoked by the communication way.
(‘protection’, ‘security’, ‘bonding’) they are intertwined in an intuitive (the how), but they do not capture Creating the perfect storm of the
were indeed amongst the top six way within our memory structures. whether the message (the what) what and the how is not easy but the
activated by the ad. Hence it’s no surprise to see the AA is motivating and, hence, if it will winning IPA papers demonstrate that
ad strongly triggering associations ultimately drive behaviour. it’s not only possible but – to guard
Functional can be emotional too of ‘safety’ and ‘reliability’ Our analysis of both emotional against the fate of ‘Puppy Love’ by
One might think that a car breakdown alongside ‘caring’, ‘protection’ and impact as well as motivation focusing on the how only – essential
service is primarily functional in its ‘reassurance’. These are undoubtedly (implicit goals) and the codes that for commercial success. To impact
motivation and, of course, failure to relevant, and hence motivating, goals convey them explains why these consumer behaviour we need to get
perform that ‘job to be done’ would in the category. ads are not only ‘emotional’, but both success drivers right.
be commercially disastrous. But, as There are many tools that measure also commercially effective: they
with any product or service, the goals emotion. It is important to remember dramatise the relevant, motivating phil@decodemarketing.com
Chapter two:
A TV-led model continues
to dominate
TV is indisputably the lead channel
Lead media – non-winners vs. winners 2018

Commentary
80%
71%
With more than half of non-winners – 56% – and
two-thirds of winners – 71% – using TV as their
lead channel, all other media in the mix were
60%
56% dwarfed by TV’s gargantuan influence. As Dame
Carolyn McCall, CEO, ITV and Chair of Judges
for the 2018 IPA Effectiveness Awards, writes on
page 24: “TV grows brands and businesses
40%
through the unrivalled connection it has with
consumers.” This could be seen through
campaigns such as the AA (page 52) and
20% Direct Line Group (page 49) that both relied on
16%
TV to help maintain or turn around their brands.
9% 9%
5% 5% 5% While many brands used social media in the mix,
3% 3% 3% 3% 3% 3% 3% 3% 3% 3%
0% 0% 0% 0% very few – just 3% of the winning campaigns
0%
Television Content Websites & Word-of- Online Outdoor, Packaging Programmatic Social Sponsorship Sponsorship – cited it as a lead medium, suggesting that it
marketing microsites mouth, video out-of-home & design display media - media - sports
advocacy continues to play a supporting role as opposed
to a leading one in most campaigns.
Non-winners Winners
Fame and fortune
“TV is dead” outright obsolescence.

adam&eveDDB’s Tom Sussman Ofcom had, indeed, reported that
By now, you will have heard this one
outlines the role of TV in the before. the nation’s average viewing time
In 2014, when the AA and had fallen by nine minutes but, even
AA’s turnaround story. adam&eveDDB first got together, in 2017, this left daily per-person TV
it was impossible to miss it. consumption at an average of around
Just months after the beginning 3 hours 23 minutes a day. This means
of our working relationship, BARB that TV was still the most popular form
announced that the amount of UK of video by far and accounted for 71%
homes with a television licence of the nation’s average video diet,
had fallen to its lowest level since leaving SVOD services like Netflix and
1972. Then, completing a perfect Amazon to account for just 6.4%.
bureaucratic one-two punch, Ofcom So, might TV die in the future?
duly followed with confirmation Sure. But was it already stone dead,
that, for those that did still have a bearing absolutely no relevance to
licence, average daily viewing time our task at hand? Not by a long chalk.
was now in inextricable year-on-
year decline. TV was not the point
Tom Sussman is Planning Partner
Facts like these were hard to In all honesty, at the outset, the
at adam&eveDDB
ignore. However, ignore them we did. possible death of a specific media
And ignore them, you should too. channel didn’t occupy much of our
Why? Well, there are two good mental space. We were aware of it,
reasons. but it wasn’t our initial concern.
Instead, we knew that we first
TV was not dead, after all had to pin down the AA’s core
TV might well have been dying, but it business problem and devise a
clearly was not yet totally dead. communications strategy to solve it.
Its audience might have been in Only then could we start to sensibly
decline, but this downward trend consider which media channels
was not tantamount to the medium’s might be appropriate or, indeed, well
Fame and fortune
salience had dwindled to the point the long-term uplifts in penetration,

where one in 10 adults claimed pricing and overall payback that the
they’d never even heard of the AA! brand so badly needed.
The negative impact this had had on Then, quite simply, over the next
the brand’s long-term commercial three years, we looked to execute
health was undeniable: this strategy by whatever means
New business was down by 29% necessary.
on its peak and retention was
also suffering – for every 15 new TV wasn’t the end, but it was
members the brand gained, it lost 20. the means
This meant penetration was Executing our strategy meant using
in significant decline – the AA’s TV. Lots and lots of TV.
membership was forecast to reach a Not because TV was our strategy,
historic and commercially untenable but because TV was what our
low within six years. strategy required.
To rebuild the AA brand – i.e.
The AA: “executing our strategy meant using lots of TV” The strategy boosting brand awareness, quality
Put simply, our strategy was to learn perceptions and consumer affinity –
past their sell-by date. efficiency in communications. The to build, not take. we knew we needed to embrace any
The problem and strategy we expensive and imprecise world of This meant moving beyond the media channel that could be counted
identified were as follows: brand communications had been current fixation with the short-term on to deliver true brand fame.
eschewed in favour of a new focus on efficiencies that were drawing Fame, as we understood it,
The problem the short-term efficiencies of cross- value from the brand, and instead meant three things. Firstly, fame
In 2014, the AA was a clear category selling to the AA’s member base. leveraging mass communications meant connecting en masse with
leader and profits were going through Moreover, the long-term data that could build cumulative salience real people. We wanted to talk to
the roof, with a £92m EBITDA. revealed that this short-termist and goodwill for the brand. absolutely everyone with a set of car
However, on top of ratchetting strategy had not just abstained from We embraced this simple strategy keys and, in 2014, commercial TV was
up renewal prices by a whopping building the AA’s brand, but had with the belief (founded in the life- still a sure-fire way of delivering this
40%, this had been delivered neglected it to the point of crisis. work of our very own Mr Les Binet) – it still reached 65.9% of the UK’s
through the ruthless pursuit of Over the previous 10 years, that it was the only way to achieve entire population every day, 90%
Fame and fortune
each week, and 97% per month.

Secondly, fame meant connecting TV ads evoke emotion more than those in other media
emotionally. We didn’t just want to
sugarcoat the pill of a hard sell, we 58% 9% 9% 6%
wanted to make people really feel
something. This meant finding the
media channel that made normal
people feel most deeply and, again,
TV provided the most robust case for TV Social media YouTube Websites
this requirement (see the infographic
on the right).
Thirdly, fame meant getting people 6% 5% 3% 2% 1%
talking. We weren’t just looking to
create an idle sense of awareness –
we wanted the people that saw our
campaign to actually chat about it
in the pub, in the backs of cabs and Newspapers Radio Magazines Search Outdoor
over social media. Again, in 2014,
TV came up trumps with Ipsos
reporting that the British public were Source: Thinkbox/IPSOS, 2016, TV/Ad Nation
still far more likely to talk about TV
advertising than any other medium. hard and our initial TV execution in of TV (upweighting from 1,115 TVRs capability, to instead using it to offer
So, fame was what we needed 2015 was still more rational than we to 1,500) and other supporting ATL an emotional sample of the feeling
and, right then and right there, would have liked. Not only that, but it channels. Then, finally, in 2017, as members got when they experienced
TV was the media that could be also formed part of a campaign that well as maintaining this new media the brand’s service.
depended on to best deliver against was otherwise resolutely reliant on weighting, we also committed to the
the task at hand. highly targeted digital media. full emotional potential of television In this instance, TV worked
Hence, we began to edge our way However, in 2016 we truly advertising. With ‘Singing Baby’ we It is no overstatement to suggest
back to TV advertising. And it really substituted microtargeting in favour shifted from using TV to rationally that, over three years, TV helped
was a case of ‘edging’. Old habits die of the broader reach and frequency explain the breadth of the AA’s us to achieve every single one of
Fame and fortune
our objectives. If we want to protect this value, we

Brand awareness, equity, and need to be ruthlessly single-minded
penetration all returned to the AA, in our pursuit of these goals. All other
and its revenues were turned around considerations must either work
for the first time in a decade. Overall, in service of them or be callously
the campaigns paid for themselves ignored.
more than twice over, with ROI This is the approach we took when
increasing by 30% as we shifted to planning the AA’s return to brand
the more emotional approach of building. We didn’t worry about how
‘Singing Baby’ in 2017. a TV-dependent campaign made us
As expected, this larger payback look to our industry peers. We also
effect wasn’t just a result of didn’t worry if TV’s recent decline
direct sales, but also this famous was significant of its impending
campaign’s more catalytic influence demise.
on all other key channels, with the Between 2014 and 2018, all we
ROI of DRTV and radio also rising by worried about was meeting our
36% and 49% respectively. The AA: “the campaigns paid for themselves more than twice over” rigorously delineated strategic
objectives. This resulted in us
Quit worrying about TV yet dead. Its audience might radio star. It follows then that the employing an increasing volume of
The figures stated at the beginning well be in decline, but this is not internet has also not yet terminally TV in the AA’s media plan, simply
of this piece offer a legitimate reason interchangeable with the idea that unplugged our television sets. because, at that specific moment in
for some people to be genuinely TV is already dead. Secondly, you have other things time, it was what worked hardest to
worried about the future (and We should see these claims for to worry about first. The future value achieve these ends.
potential death) of television. what they really are: evidence of of the advertising industry will not If this ever stops being the case
However, we could not afford our industry’s preference for a be dictated by the health of any one (and it’s highly possible that it will),
to be these people. Unless you’re bombastic story over a nuanced fact. particular channel, but by its ability then we will immediately sever TV
currently working directly for a In truth, the evolution of media is to continue to solve its clients’ from our media plan and replace it
television media owner, you cannot rarely bombastic. After all, cinema commercial problems with rigorous with something more appropriate.
afford to be these people either. did not pull down the final curtain on communications strategies and But until then, we won’t be
Firstly, TV is evidently not the theatre and video did not kill the creative ideas. worrying about it.
Achieving more bang for your buck
Aaron Haynes and Kieran Bradshaw In addressing the problems the IKEA is. We all want a better life, but this
UK business was facing, as outlined is often where the similarities end.
explain how IKEA founder Ingvar in our IPA paper (page 57), “we We needed to balance the emotional
sought inspiration from the founding appeal of the brand at its most
Kamprad’s philosophy “waste of resources vision of IKEA: ‘to create a better universal, with the substantiation of
is a mortal sin” was applied to the channel everyday life for the many people’.” the impact we could have on your
home, regardless of what life at
thinking behind IKEA’s The Wonderful Making the everyday exciting home looks like for ‘you’.
We’re often guilty of overlooking ‘the
Everyday. everyday’. People would much rather Going broad
think ahead to fleeting events such For all the press on the state of TV
as holidays, while advertisers focus (which is often mostly right), it’s
their attention on occasions like the unavoidable that it still remains one
Super Bowl or Christmas. However, of the single best channels (at least
as our paper identified, the everyday for today) to reach the majority of us,
holds great value for consumers and in our homes, every day of the year.
advertisers alike: the small things can Crucially though, to not just reach
Aaron Haynes is Strategy Director at Vizeum and Kieran Bradshaw is
often have the biggest differences. us, but to gain our attention in an
Strategy Director at Mother
We took this focus on everyday life as emotionally-responsive mindset.
the foundation of our brand platform,
The Wonderful Everyday, resulting in Going narrow
the steps we took to make it happen. To help substantiate what this
meant for ‘you’, we broke it down
Identifying ‘The Many People’ into countless examples built on
This is IKEA-speak for everyone. individual households: something
Literally every adult who has lived, TV alone couldn’t help us deliver.
or lives in a home. This presented Instead, we took to social media,
a challenge: when it came to our using platforms that were known to
promise, we faced seemingly infinite deliver proven levels of receptivity
permutations of what everyday life and understanding amongst a
Achieving more bang for your buck
wide grouping of audiences, often be both. industry places effectiveness within

absorbed every day in their lives It’s naive to view channels in a set of static guidelines, but then
at home. It was an approach that isolation: be it within, or across roles finds that they rarely survive for long.
married IKEA’s own problem-solving for communications. We found that To maintain effectiveness, we had to
expertise within design, consistent we could satisfy the needs of both constantly evolve.
audience data (in this case, held our short- and long-term ambitions Looking at TV as an example, it’s
centrally within the Dentsu Aegis by assessing the commercial value well documented that, for certain
Network), together with jointly agreed of all channels as a whole: not just groups, they’re spending less time
media and creative implications. activation versus brand. with the channel: instead choosing
To shape these layers, we A channel like TV had both short- to watch the content we choose, at
developed three guiding principles: and long-term commercial payback, a time and place of our choosing.
IKEA: “we faced seemingly infinite despite only using brand messaging. Throughout the campaign (and even
Focus on outcomes permutations of what everyday life is” In fact, under these conditions, to date), we tracked live versus catch-
For IKEA, every pound spent has pound-for-pound it would deliver up behaviour within the country, a
to have a purpose: it was Ingvar be judged as excessive on the basis more short-term value back than response pattern in our investment
himself that once said that “waste of traditional value measures such channels that would normally be choices that we took over and above
of resources is a mortal sin”. Reach as cost per thousands; particularly considered activation-led (such the domestic marketplace.
is still important, but what is often for a thrifty brand like IKEA. Pound- as paid search advertising), before Within this we also adjusted our
overlooked is that reaching someone for-pound though, it becomes one it even begun to yield its long- bottom-line cost per effective
doesn’t necessarily guarantee you’re of the most cost-effective channels term output on top. This partly outcome for the channel based on
eliciting a response. Yet for the most available to us when it comes to explained the slow balancing of investment criteria that looked at how
part, the industry is still planning and delivering attention. It became an investment towards serving branded many people were present in that
buying against scale. essential part of the plan. communications, such as within TV. channel in that time. It also scrutinised
Using the proprietary tools held how much clutter there was from other
in the Denstu Aegis Network, we Deliver the long and Constantly evolving advertisers and how top of mind the
were able to flip our understanding the short together The essence of the ‘small things’ for category was (versus how top of mind
of the media marketplace: planning What became clear in our research, us in was in our cultural shift towards the brand was). Whilst a strong choice
not just on scale, but on the value of however, is that media don’t usually continual improvement: something at the start, TV only remains both
the outcomes we sought. A channel align to either a short- or long-term that had already been baked into the effective and profitable because of our
like TV, for instance, might normally commercial payoff: they can often fabric of IKEA’s business. Often the slow-but-steady innovation agenda.
How TV endures and inspires
Dame Carolyn McCall DBE explains This year I was honoured to be outstanding communication with
invited to chair the 2018 IPA consumers, the Awards continue to
why so many winning brands in the Effectiveness Awards. For more surprise and present new learnings
than three decades, these Awards for the industry. Entrants must prove
Awards made the most of TV’s “unrivalled have been a platform to build the increased financial value they
connection” to grow their business. reputations. They illustrate strong have created for their businesses.
planning expertise, showcase new This is critical at a time of economic
insight, highlight innovation and uncertainty and it is precisely where
demonstrate effective ways of TV and TV advertising come into
shifting consumer behaviour and their own; offering certainty and
growing brands. stability. I heard a comment that this
Every iteration of the IPA year’s Awards had seen a “return to
Effectiveness Awards reveals a TV”. In reality, advertisers never left.
fresh landscape that documents
the momentous change in the Enduring and emotional
consumption of media and ways of The 2018 IPA Effectiveness Awards
communicating with consumers. were packed with supreme examples
Setting the benchmark for of advertisers driving growth by
Dame Carolyn McCall DBE is
rebalancing their investment back
the CEO of ITV and was the
onto brand-driving TV. The tide
Chair of Judges at the 2018 IPA
is changing and advertisers are
Effectiveness Awards
moving more money to TV to help
turn around their businesses. Why
do advertisers like the AA (page
52) and the Direct Line Group
(page 49) consistently turn
to TV to grow their brands and
businesses? Because TV produces
Direct Line Group: “turned to TV to grow the most enduring as well as the
its brand” deepest emotional connections with
The AA: “TV produces the most enduring emotional connections with consumers” Love Island: “reminds us of TV’s continued cultural relevance”
consumers, and provides the media subscription VOD – on the best economy. And let’s not forget the helps us to understand ourselves
industry’s most profitable marketing screen possible. We are spending contribution to wellbeing: providing better. And, of course, TV informs
environment. just as long with the TV set, yet just joyful TV entertainment is a noble and educates us, and has to do so in
in slightly different ways. Young ambition and it brings us together, a trusted, reliable and impartial way.
A golden age people spend more time with gluing together families and the Our regular news and current
The TV industry is widely reported television than any other medium nation like nothing else. At ITV, we affairs programmes underpin
to be in a golden age. The quality and shows like Love Island remind us are at the heart of popular culture democratic life and bring the world
and convenience of TV has never of its continued cultural relevance. and our programming makes a to us in an accessible way.
been higher, the choice never The role of a broadcaster and difference. Our shows often reflect
greater. People prefer to watch all public service broadcasting is more the national conversation on difficult Inspiration and participation
types of TV – be it live, catch up, important today than it’s ever been subjects. Seeing our personal TV also inspires people to get out
on-demand, broadcaster VOD, – t o our democracy, culture and dilemmas reflected in TV drama and do things. Ice rinks fill up when
Dancing on Ice is on air; ingredients brands and businesses through the They are 50% more likely to create reason TV is so effective is video on
featured on cookery shows sell unrivalled connection it has with very large business effects. And demand working in synergy with live
out; people are inspired to redesign consumers. nothing touches us or creates fame television.
their gardens and homes. We can TV’s business performance is like TV. We’ll continue to work closer with
influence significant societal shifts remarkably consistent: its average TV is also the medium of the future. more advertisers – to evolve from
through our editorial content. One profit return has remained stable It is the largest ‘digital’ medium in the being a media partner to a trusted
aspect is the vital role we are playing for a decade. TV remains the single UK. Broadcast TV is 100% digital, business partner. To be the place
when it comes to diet and health. For biggest form of mass simultaneous and the rapid growth of internet where ambitious brands create
example, I Am Team GB, on ITV, got audio-visual communication. TV is technologies is helping TV grow, their greatest business impact. I like
1 million people doing a sport they rocket fuel for brands and nothing giving consumers the opportunity to to think that, while commentators
had never tried, making it one of the currently compares. Whether in the view quality programmes anywhere, obsess about the future of TV, we are
biggest ever participation events in short term or the long, it delivers on any screen and at any time. One quietly and successfully delivering it.
UK history. the most profit at the greatest cost-
efficiency and for the lowest risk.
An unrivalled connection Every major study into advertising
These initiatives are funded to a effectiveness – including those
great extent by advertising. If you commissioned by competing media
agree that commercial TV achieves – agrees that TV outperforms all
positive things, advertising should others.
be recognised for its contribution
to our lives. There are many ways Achieving fame
advertising is judged: was it popular, Commercial TV is central to brand
did it win awards for creativity, are trust, gives immediate scale, reach
people talking about it or sharing and fame for advertisers that just
it? These are all valid, but nothing cannot be achieved anywhere else.
is as important as whether or not Binet and Field‘s effectiveness
the advertising was effective in studies have repeatedly shown that
hard business terms. Did it actually emotive advertising campaigns and
work? If not, then it is hard to justify those that have fame at the core of
the investment. TV simply grows their strategy are the most effective. Dancing on Ice: “ice rinks fill up when it’s on air”
Chapter three:
Succeeding in a
low-attention economy
A matter of distinction
Building physical and mental availability has been Purplebricks instead of a traditional powerful chord with home-sellers.
estate agent. There’s no doubt it has massively
a tried-and-tested route to brand growth. The 2018 Convenor of the Judges Neil Godber accelerated our performance across
commented: “The idea of commisery the board.”
IPA winners offered some textbook examples. is a useful asset for Purplebricks
to repeat all the time, making it a
distinctive property. Their business
Key takeaways:
One of the key challenges for any In this set of IPA winning papers, model takes traditional estate agents
modern brand centres on how to the cereal brand Weetabix’s slogan out of the loop and its growth was
How chronic is the attention
capture people’s attention in an era ‘Have you had your Weetabix’ (page super-charged by comms.”
deficit among the target
increasingly characterised by an 61) and the juicy berry imagery Michael Bruce, founder and global
audience for your brand?
attention deficit. So, smart brands synonymous with squash drink CEO, Purplebricks, comments in
understand that shortcuts to seizing Ribena (page 67) were both cited the case study: “The Commisery Focus on what’s distinctive
attention are required. by System1 as potent examples of campaign has been pivotal in about your brand compared
The Ehrenberg-Bass Institute Fluent Devices and effective ways the growth of Purplebricks. It’s a with your competition that
refers to Distinctive Brand Assets to short-circuit consumer decision- very simple piece of consumer could be turbo-charged by
that can convey a particular point of making (page 29). psychology, and strikes a very comms.
difference or distinction powerfully
If comms do the heavy lifting
enough to be recognised without Why commisery created success
in terms of a Fluent Device,
a huge mental effort on the part of Online estate agent Purplebricks
you are assisting consumers
consumers. created a Distinctive Brand Asset
in their decision-making.
Research company System1, on which communicated its point of
What would a Fluent Device
the other hand, uses the idea of difference. It introduced the concept
for your brand look like?
‘Fluent Devices’: sounds, imagery of ‘commisery’ (page 61), defined
or slogans that work as shortcuts to as “the misery you feel when you’ve
understanding a brand. Think of the spent thousands on commission but
Intel sonic, McDonald’s’ ‘I’m lovin’ it’ got nothing more for your money”.
or Coca-Cola’s bottle shape that’s This was an effective way of driving
so iconic it doesn’t even need to be its own USP: that sellers don’t get Purplebricks: “massively accelerated
branded in order to be recognised. charged commission if they use performance”
Reassuringly familiar
System1’s Tom Ewing explains why “Use what works” shouldn’t be a hot idea in marketing – the notion
radical advertising strategy. In a that brands possess ‘distinctive
using a distinctive asset – as so many business which places a premium on assets’, a term used by Professor
novelty, though, it’s easy to neglect Byron Sharp to encompass
IPA Effectiveness entries did – is a smart the tried-and-true. Not so BBH and everything people immediately
investment in long-term success. Weetabix (page 61): the case associate with a brand. That might
study which won the cereal brand be slogans, logos, shapes, colours,
an IPA Silver Effectiveness Award, mascots… anything that brings a
makes a strong case for paying brand instantly to mind.
attention to past glories.
Behind the statistics, it’s a simple Becoming fluent
story. The tagline ‘Have you had your Sharp argues convincingly
Weetabix?’ was hugely successful that this instant-recognition
in the early 90s – who could forget distinctiveness is a major driver of
Robin Hood turning tail and running brand growth. Behavioural science
from a ‘bix-enhanced Sheriff of
Nottingham? Not consumers,
apparently, who still remembered
Tom Ewing is Head of
and loved the ads. So BBH brought
Communications at System1 Group
back the line, made ads with a similar
playful charm, and revived the brand.
The framing of the case study is
very shrewd – old advertising IP as
a forgotten family treasure, ready
to be dusted down and cashed in
by marketers with an attentive eye.
Which other businesses might have
such things in the boxrooms and
cellars of their brand architecture? Weetabix: “BBH brought back the line and
The study is also a nod to a currently revived the brand”
backs him up. The human brain is The idea of ‘having had your Effective Fluent Devices
a pattern-recognition machine, Weetabix’ – putting you at an instant If Fluent Devices are so effective,
rapidly appraising its environment advantage – isn’t just a slogan. It’s a we’d expect to see more of them
by looking for things it knows. whole scenario – a creative device doing well at the IPA Awards. And
Psychologists in the last decade or that each ad’s story is then built we do. The Weetabix study was the
so have run some fascinating studies around. And if you look at successful, purest example, but other winners
on processing fluency – the power widely remembered ads, these also used the tactic well.
of the immediately familiar to drive repeating elements keep cropping It’s hard to think of a more short-
choice and create a sense of value. up, from Renault’s Papa and Nicole in term, sales-oriented brand than
A massive AI-driven study of the 90s to the 118 118 Men in the 00s sofa retailer DFS, for instance,
scientific papers, for instance, and ‘Should’ve gone to Specsavers’ but it created and used animated
showed that the most successful in the 2010s. characters to soften its hard-edged
ones – measured by citations image, build a brand, and raise
received – weren’t those which Assets on steroids Aldi: “Fluent Devices are surprisingly rare consideration among better-off
boasted the most novel or Be they repeating characters or a at Christmas” buyers, landing it a Gold (page 53).
groundbreaking material, but those scenario template – like Weetabix Aldi, meanwhile, won a Silver for
which balanced a small amount – these creative devices are we explored the effectiveness its Kevin the Carrot work (page
of genuine novelty with a mass of certainly distinctive assets. But of Fluent Device campaigns. We 55). Kevin returned for a third
highly familiar supporting material. they’re more than just distinctive found that a long-term campaign year in 2018 – a conservative
By making their advances fluent – assets – they’re assets on steroids, which uses a Fluent Device has a choice, according to some critics,
reassuringly familiar – the papers an especially potent strain with the higher chance of driving share gain and it’s true that Fluent Devices
made them easy to process and ability to build not just memorability and profit gain than a long-term are surprisingly rare at Christmas.
more acceptable. and recognition but create strong campaign which lacks one. Split- Many brands are lured into a festive
Processing fluency is obviously positive feeling towards a brand too. test research in partnership with arms race of epic emotional ads. But
at work in the success of distinctive At System1, we call them ‘Fluent Newsworks showed that Fluent it’s often the repeated ideas – like
assets, and it accounts for the Devices’, and Orlando Wood, our Devices let digital marketing – too Coke’s Christmas Trucks – which
stickiness of the Weetabix slogan Chief Innovation Officer, presented often dismissed as short-termist endure, and the shoppers who
too. But is that all that’s going on our latest research into them at the – join the effectiveness party, with fought each other to get their hands
there? At System1, we think there’s Effectiveness Week conference. more engagement for content which on Kevin certainly didn’t seem tired
something else at work. Using the IPA Databank as a source, used them. of him.
and immerse yourself in. Literally,

in the case of the loving Airbnb
recreation of the artist’s bedroom!
Powerful forces
Processing fluency, and the Fluent
Devices that harness it, are hugely
powerful forces for marketers to tap.
So it’s frustrating that in the wider
world, the Fluent Device is somewhat
out of fashion. Our research shows
Baileys: “helped reframe the brand and Art Institute of Chicago: “drove record Ribena: “built fluency via a consistently that one in 10 ads on British TV use
the ways it was drunk” attendance to its Van Gogh exhibition” colourful look and feel” a Fluent Device character for their
brand. The well-loved characters
Away from characters and looking Immersive, escapist spaces And speaking of immersive of the past languish in advertising
to slogan- and scenario-based Fluent Devices can also work in spaces, one of the most interesting limbo, and few new ones come
devices, there was a Silver for the static and display formats – Ribena’s entries this year was the Silver award forward to replace them. This is a
Don’t mind if I Baileys campaign Ribenary campaign (page 67), a for the Art Institute of Chicago, great shame, as not only are Fluent
(page 56) which helped reframe Bronze winner this year, built fluency which drove record attendance to Device campaigns more effective
the brand and the ways it was via a consistently colourful look its Van Gogh exhibition with the and engaging, they also help
drunk. The ads, showing unusual and feel, creating a surreal world Van Gogh’s Bedrooms idea (page advertising find a proud, entertaining
uses of Baileys, prove that you can of its own for the brand. Its poster 59). This wasn’t a Fluent Device niche within popular culture. Perhaps
still make a Fluent Device campaign ads were a particular standout. – by definition, those need to be marketers have lost faith in their
and have the product firmly as Marketers are sometimes reluctant sustained campaigns and this was ability to do this – but if so, Weetabix
the hero of the ads’ stories. Not to embrace artifice and fantasy – a one-off. But it did tap the power of and other winning campaigns prove
surprisingly, the cheeky ads have but by investing for the long term processing fluency in a truly creative that idea wrong. Resurrecting an old
tested well in our Ad Ratings survey, in building familiarity and fluency, way – helping make the immediately Fluent Device isn’t simply nostalgic.
with the Christmas execution brands like Ribena can create these familiar (Van Gogh’s unique style of Creating a new one isn’t lazy. Both
landing a very strong four-stars (out kind of immersive, escapist spaces painting) newly alluring by framing his can be smart investments in long-
of five) score. to profitable effect. paintings as places you could visit term success.
Chapter four:
The growing power
of influence
Social media is the most used channel in the mix
Channels used – non-winners vs. winners 2018

Commentary
75%
Television
76%
Social media
71%
84% Television continues to dominate in terms of
Online display 56% media use, though it is still less prevalent than
53%
Online video 50% social media, which was used in 84% of non-
53%
Outdoor, 59% winning entries. In the majority of cases, brands
out-of-home
31%
53%
used both, including the Grand Prix winner, Audi
Radio & audio
Print – general, 25%
39%
(page 46), Gold winners the AA (page 52),
unspecified 34%
Guinness Made of More (page 51) and Suzuki
16%
Mobile & apps
29% Saturdays (page 54).
Websites 22%
& microsites 29%
Programmatic 19% However, some campaigns used TV without
display 26%
22% social (for instance, Weetabix, page 61), while
Search marketing
13%
26%
others used social without TV (for instance,
Cinema
16%
24%
Starbucks, page 60, and Ella’s Kitchen, page
Events &
experiential 24%
41%
56).
Content marketing 21%
Point-of-purchase, 25% There were a notable number of campaigns
in-store 21%
34% directing traffic to a brand’s own websites and
Public relations 21%
Word-of-mouth, 28% microsites, including Prospan’s Cough Predictor
advocacy
0%
21%
(page 55) and the Skittles Pride campaign
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
(page 62). Directing traffic to a specific
online location is becoming more important as
Non-winners Winners
advertisers look to invest in e-commerce and
m-commerce opportunities.
Growth of social is not at the expense of other media
Media mix over time (selected channels) – all entrants including winners 2012-2018
Commentary
90%
Television and social media are widely used in

77% 80%
74%
77%
76% 75% IPA entries: with television being present in 76%
70% 69%
70% and social media in 77% of 2018 campaigns.
67%
IPA Effectiveness winners have long been
56%
60% regarded as being heavy users of TV, although
54% 54%
52% 52%
49%
51% it’s important to point out that the campaigns
50%
44%
46%
that didn’t use TV at all – for instance, SK-II (page
42%
37% 38% 40% 57) – packed an emotional punch by using an

36%
34%
31% 31%31%
34% effective media mix of experiential, advocacy,
30% social media, online video, search, PR, out-of-
23%
home and consumer magazines.
20%
12% According to one of the judges, Alex Steer,
10%
writing on page 35 of this report, “social
0%
is now an intrinsic part of marketing efforts.”
Television Social media OOH Online display Online video Radio Mobile & apps This could be seen across the papers, but
was particularly prevalent in campaigns from
Starbucks (page 60), Sport England (page
2012 2014 2016 2018
59) and the Art Institute of Chicago (page
59) that leveraged the benefits of social to
fulfil specific business objectives.
Living up to youthful promise
The winning papers that used social The IPA Effectiveness Awards foundation range, with its 23 shades
remain an eloquent testimony to to match almost any skin tone, was
proved that it works most effectively when the credible, measurable, proven losing traction in a crowded market.
impact of brand building on The strategic solution was to see
it attaches shared meaning to brands, business results. Our business is a strength in that weakness and
according to Wavemaker’s Alex Steer. commercially driven and we expect position diversity at the heart of the
high standards of our partners. The brand’s promise to its customers.
best ‘new’ media measure impacts The right foundation is the one that
and effectiveness with the same is right for you, so the 23 Shades,
tenacity as ‘old’ media. So we now 23 Stories campaign highlighted
expect all media to be grown-up, that True Match has a foundation for
meaning that social – once wildly every face. This ethos, that diversity
experimental – risks being a safe bet. is a source of strength, was present
Having said that, several of this in every part of the campaign –
year’s winning papers using social most pertinently, in its use of social
are inspirational. Firstly, because media and influencer marketing.
they prove beyond doubt that social The campaign built the scale that a
pays back for businesses and mass-market beauty brand needs,
Alex Steer is Chief Product Officer
builds brands. Secondly, they are reaching 19 million people through
at Wavemaker
aligned with the founding spirit of the social activity. Result? A 26%
social media: collaborative, plural, increase in value share, 332,000 new
experimental, contentious, noisy, but customers, and a move from fifth to
ultimately humane. They show that first place in the market.
social media works because it has
stayed social, evolving into a better Breaking the rules
version of its original self. The David Sheldrick Wildlife Trust
L’Oréal Paris True Match’s case campaign (page 58) breaks the
study (page 47) demonstrates conventions of charity advertising.
how a problem can be turned into The charity tackled a misconception
the source of its own solution. The around the causes of elephant
to ‘translate’ English into elephant. Art Institute of Chicago (page as much as expertise. The well-co-
This use of social media turned one 59) used social’s ability to drive ordinated PR, influence and social
voice into many, dominating activity discovery to its advantage. It knew media campaign around it helped the
around World Elephant Day, and that its galleries and exhibitions were Institute to bring the experience of
increasing donations by 34%. rich, accessible and inspiring. But art into people’s lives. Consequently,
outside its walls, the art world can a record number of visitors saw its
From shamed to shared look austere and unapproachable. Van Gogh exhibition, increasing
Sport England’s paper (page 59) The experiential campaign where revenue by $1.8 million.
shows insightful communications the Institute recreated Van Gogh’s
planning at work: while three- bedroom and enabled Airbnb Failing better
quarters of women want to exercise guests to stay in it, showed that art Social media’s Silicon Valley
more, many feel ashamed to be seen appreciation is about exploration founders have a famously high
doing it. This Girl Can was social
by design, using broadcast and
Sport England: “social by design” social together to show that women
exercising is nothing abnormal. While
endangerment: people were so broadcast media built the sense of
convinced that poaching was the a shared behaviour, social was used
biggest threat that the crackdown to create hundreds of statements
on the ivory trade had driven down of individual defiance against the
donations by 17%. But the biggest misconception that exercise is
killer of elephants is, appropriately, not for girls, and led to two million
social: human conflict encroaching women becoming more active.
on elephant territory. Playing by the
rules would have meant being one Taking down walls
serious voice among the noise. The Part of the appeal and challenge
Hello in Elephant campaign used of social media is that it lets us find
technology and social media to bring ideas and creative expressions
elephants’ complex body language that would never normally have
signalling to life, encouraging people made their way into our lives. The Art Institute of Chicago: “increased revenue by $1.8 million”
tolerance for learning through for coffee should be in social. we’re asking brands to talk to people,
failure. ‘Move fast and break things’, Starbucks worked in a way that and to listen better.
originally one of Facebook’s is consistent with its brand, while Social delivers reach and precision
engineering principles, has become checking in regularly to understand but it is also a proving ground for
a guiding principle for a type of the impact on its business. In a world understanding a brand’s relationship
business that prides itself on agility where media tend to be either well- with its customers. Losing sight of
and disruption. For many businesses established or here-today, gone- this means we treat social media as
– especially food and drink retail, tomorrow, it is rare to see a case a delivery and response mechanism,
that have big capital investments to study about a brand learning to use and focus all our efforts on the
consider – the cost of failure can be a new medium, and bringing it to cleanest impacts and the leanest
a little higher. The Starbucks case scale as an established part of the Starbucks: “drove £14.9 m in profit” performance. These winners are
(page 60) is, on one level, the marketing mix. effective because they understand
story of how one of the world’s most These papers point the way that to be social is to listen, to start
valuable brands used social media An intrinsic part of marketing forward. Social media works best conversations that you allow others
to sell more than 11 million drinks For most brands, ‘social’ in its when it attaches shared meaning to finish, and to accept responsibility
and drive £14.9 million in additional various guises is now an intrinsic to brands. This is not the same for your words and actions.
profit back to its business. Told part of their marketing efforts. The as a lofty discussion about brand Growing up should entail a
that way, it might be impressive but days of the ‘social account’ being run purpose, or the over-stated commitment to retaining your
uninspiring. But the paper recounts by the interns is, mercifully, largely claim that people want to have enthusiasm, and balancing it with
the Starbucks journey to understand over. conversations with brands. But learning, so that when you fail, you
and make the most of social media While there will be tough brands play a role in people’s lives – fail better, and when you grow,
over many years. conversations to come – about as badges of achievement or pride, you grow faster. If social media
If effectiveness papers can the ethics of echo chambers, as markers of shared interest or can do that, it will live up to its
sometimes draw too straight a line measurement standards, the belief, as little units of currency for youthful promise, and be a better
between intimidating challenge, balance of broad and targeted the communities we want to be part environment for brands to grow in
inspired solution and brilliant results, delivery, and ultimately about of or the lives we want to lead. Great than we first suspected it to be.
Starbucks takes some delight in effectiveness – social media should social communication helps brands
the unpredictability of progress. avoid the temptation to file off too find those roles, and play them with This is an abridged version of an
It starts with a conviction that a many of the rough edges that make it more humility and humanity. We’re article that appears in ‘Advertising
brand that brings people together distinctive. not asking people to talk to brands; Works 24’.
Integrating influence
Whalar’s Neil Waller explains how Nearly two-thirds – 65% – of from consumer insight, that feels
advertisers plan to increase their trustworthy and that is culturally
influencer marketing can make influencer marketing spend this year, relevant to both the brand and the
according to a recent survey by the audience.
advertising more personable, culturally World Federation of Advertisers. Take L’Oréal (page 47). It used
relevant and more effective. Yet despite this growth, confusion influencers to promote inclusion
remains over how influencer and ramped up its UK market share
marketing should be done to be as a result, at the same time as
most effective. spinning its ‘Because you’re worth it’
into a new iteration ‘Because we’re
Beyond the numbers all worth it’. Genius. Ella’s Kitchen
It’s often fallen back on vanity (page 56) tapped into the huge
metrics – in other words, a popularity power of WOM among parents,
contest of just getting whoever successfully transforming them
has the most followers, with little into vocal advocates for the brand.
consideration given to the context, Barclays (page 60) enlisted the
audience suitability or what’s help of ‘Digital Eagles’ from within
actually being published. This its business to help customers
Neil Waller is Co-Founder of
reduces it to nothing more than understand internet safety, a
Whalar
a game of follower numbers. As a step which helped galvanise its
result, people have tried to game the workforce. The Starbucks campaign
system and marketers are, rightfully, (page 60) used influencers in a
starting to question the ROI. very natural way to turn the cups into
Thankfully, the days of the Wild an iconic social media post. SK-II
West are behind us. What’s more, as (page 57) enlisted influencers to
evidenced by some of the 2018 IPA rally behind its message, something
Effectiveness Awards winners, when that was a million miles away from
properly approached, influencer the celebrity-studded 15-second TV
marketing can be a powerful tool to ads that tend to typify advertising in
help create advertising that’s led the Chinese skincare category.
Integrating influence
Not just box-ticking visual parameters and guidelines have an individual that represents
What all of the most effective which need to be followed to ensure your consumers. They will be seen as
influencer campaigns have in what gets produced is going to a taste-maker to their audience and
common is that they’re not just using be both on brand and capable of have learnt the craft of speaking and
influencers as an audience rental delivering on your objectives. publishing to that audience through
opportunity that’s been bolted onto a (3) Carefully select influencers. One the channels where they wield some
campaign with a bit of leftover budget of the key challenges when thinking influence. Resist the temptation to
to tick the influencer marketing box. about the influencer space is the fact micromanage them. If you’ve set
These campaigns have actually that the term ‘influencer’ describes the objective, articulated the insight
been allowed to be shaped, in part, by such a vast landscape of individuals through a clear brief and selected
the influencers, with the messaging – from globally known celebrities, the right influencers, then their
and insights they help develop being to the social media famous, to the creativity and opinions are exactly
integrated across all the media micro and nano influencers. The the value they represent to you.
involved. They have not only driven simplest approach is to think of (5) Take a fully-integrated approach.
incredible business outcomes to date, Barclays: “helped customers understand every influencer as a publisher. They Avoid having influencer marketing as a
they are also continuing to live on internet safety” will have a topic in which they are a bolt-on channel that’s simply using up
through the ongoing conversations thought leader, they will have a clear some leftover budget. Make influencer
that consumers and influencers are influencer marketing. The brief point of view and a defined audience marketing an integrated part of your
now having with and around the brand. shouldn’t be to create a photo and demographic and size. For instance, entire marketing strategy for the
Here are five tips on including promote a product. You need a you wouldn’t advertise an everyday campaign. Leverage the insights,
influencers: clearly defined understanding of the cooking utensil in Vogue. utilise the creative across all your
(1) Define your business objective. message and concept that you’re (4) Trust, listen and learn. Having channels and tie up the messaging.
Make sure you are crystal clear on trying to land with your marketing done the hard part of setting Influencer marketing’s ability to
this because how else can you make strategy. Of course, one part of your the objective, creating the brief help break down the walls between
decisions and brief people properly, influencer marketing campaign could and having carefully chosen the marketers and their consumers
let alone ascertain if influencer be to do research with influencers to influencers, you can risk throwing is where the true power of this
marketing has worked for you? help actually uncover and establish away a lot of the benefits of marketing channel exists. Embraced
(2) Have a clear insight and brief. the insights. The brief should then influencer marketing by then not fully, it can help make advertising
This is central to any advertising be clear on what you are wishing to trusting the influencers to do their more personable, more culturally
strategy and is no different with achieve along with setting all the thing. With the right influencers you’ll relevant and, crucially, more effective.
Chapter five:
Data points
Sales, equity and awareness are the three main drivers
Campaign objectives – non-winners vs. winners 2018

Commentary
Sales: Increase 56%
value / volume 66%
59%
Unsurprisingly, sales value or volume were
Build brand equity
61% key objectives for the 2018 IPA Effectiveness
entrants, with 66% of winning papers citing
Increase 19%
market share 37%
Gain new 13% them. Many of the winners documented how

customers 37%
they successfully steered particular brands
50%
Awareness
34% towards sales success, including Lidl (page
Word-of-mouth
31% 50), Guinness (page 51), Prospan (page
26%
55) and IKEA (page 57).
19%
Reverse decline
29%
13%
Building brand equity was the next most popular
Refresh
brand identity 24% objective, with 61% of winning papers citing it,
Social, political
& not-for-profit
13%
including DFS (page 53), Suzuki (page 54),
11%
Relaunch, 16%
Purplebricks (page 61) and Yorkshire Tea
reposition 11% (page 58).
Maintain price 16%
premium 11% Awareness was a key objective for 50% of non-
6%
In-store traffic
8%
winners but just 34% of winners, among them
Support event 9% SK-II (page 57), Ella’s Kitchen (page 56),
/ sponsorship 8%
Starbucks (page 60) and Sport England (page
0% 10% 20% 30% 40% 50% 60% 70%
59).
Non-winners Winners Some papers demonstrated all three objectives,

for instance, the AA (page 52).
Market penetration/customer gain is the lead hard metric
Hard metrics – non-winners vs. winners 2018

Commentary
100%
76% Market penetration/customer gain was the most

75%
69% 68%
61% 61%
important hard metric for the IPA Effectiveness
59%
winners. Brands such as SK-II (page 57),
47% 45% 50%
the AA (page 52), Ella’s Kitchen (page
31%
28% 26%
25% 56) and Baileys (page 56) showed how
13%
11% 11% 13%
16%
communications delivered an uptick in new
3% 3% 3% 3%
0% customers.
Market Sales Revenue Market Efficiency Profit Price Customer Behavioural Attitude
penetration/ share gain loyalty change change Revenue and market share were used as a
customer (non-profit)
gain hard metric by 61% of the winning papers.
Non-winners Winners L’Oréal Paris (page 47) grew its market
share to become number one from fifth place
with an influencer-led campaign to promote
Soft metrics – non-winners vs. winners 2018 its extensive range of foundation shades.
Meanwhile, Purplebricks (page 61) grew
100% both revenue and market share by using its
comms, led by TV, to double down on its lack
of commission – a key point of difference in
74% 75%
66%
63%
59% 56%
50% 50%
its sector.
50%
39%
31%
Brand equity/health measures, social media,
24% 22% 24% 22% 25% buzz, awareness and PR value were the key
16%
13%
soft metrics for both non-winning entrants and
0%
0% winners, reflecting the emphasis on influence
Brand Social media, Awareness PR Web Consumer Search Brand-specific
health/equity buzz value traffic participation performance measures cited in chapter four of this report (page 32).
measures
Non-winners Winners
Big budgets are the norm for winning papers
Campaign budget – non-winners vs. winners 2018

Commentary
40%
Among the 48 papers (out of a total of 70)

that supplied budget data, there is a clear link
31% between campaigns with big budgets and high
30%
TV use, as detailed in chapter two of this report
27%
(page 16). As Dame Carolyn McCall points out
on page 24, brands such as Direct Line Group
(page 49) and the AA (page 52) turned to TV
19% 19% 20%
18% 18% to grow their brands and their businesses, thus
14%
requiring a substantial investment in their media
12% budget to benefit from the reach of TV.
10%
9%
8%
9%
In their 2016 analysis of IPA Effectiveness
5% case studies, Binet and Field found that cases
4% 4% 4%
that achieve long-term effects have a shared
0% tendency towards TV and video. Further, there
0%
No budget Up to 500k 500k - 1 million 1 - 3 million 3 - 5 million 5 - 10 million 10 - 20 million Over 20 million is a 54% increase in the average number of
very large business effects from adding TV and
online video together in a campaign’s media mix,
Non-winners Winners
while for TV only campaigns this total increase
is 32%. So, video makes TV more effective.
These findings were borne out in this year’s IPA
Effectiveness winners, with brands such as Aldi
(page 55) showing strong results off the back
of this media mix.
Over three-quarters of winning campaigns lasted longer than a year
Campaign duration – non-winners vs. winners 2018

Commentary
80%
Out of the 70 papers submitted, 57 supplied

campaign duration data. Among the winners,
60% 60% of campaigns lasted 1-3 years, while 17%
60%
ran for over three years. This vindicates oft-
cited thinking that long-term campaigns tend to
deliver the best returns while promotions and
40% activations generate spikes that tend to have
37%
little bearing on long-term brand health.
According to Binet and Field, emotive, brand-
22%
19%
based storytelling drives growth over time – a
20%
15%
17% 17%
theme which was very much in evidence among
this year’s winners. Purplebricks (page 61),
7%
3% 3% for instance, built its brand using a humorous
0% campaign that used TV as its lead medium, while
Up to 3 months 3 - 6 months 6 - 12 months 1 - 3 years Over 3 years
the Purpose Pays campaign from Barclays bank
(page 60) was a strong storytelling push that
aimed to build brand equity both among staff
Non-winners Winners
and with customers.
Chapter six:
Winning case studies
Audi: Beauty and brains
Growing revenues and desirability by creatively demonstrating beauty and technical innovation
Objectives cars’ performance. At the same

GRAND PRIX Audi had been on an impressive time, further content demonstrated
winning streak since 2000 in the the technical innovations of Audi
Agency: Bartle Bogle Hegarty UK, eventually becoming market vehicles, showing that such features
Advertiser: Audi UK leader in 2014. However, despite were improving road safety and
Market: United Kingdom the gains made, the brand’s growth reducing deaths.
was within the less profitable cars
in its portfolio, and Audi aspired Results
Automotive brand Audi increased to sell more cars to higher-value
revenues and market share in the customers.
UK with content demonstrating the £1.78bn Takeaways
beauty and technology of its cars. Insight incremental revenue between
Research showed that new codes 2015-17 Look outside of your
of luxury were emerging, with category for inspiration.
consumers increasingly valuing
exciting, creative and playful brand 0.5% In this case, looking at the
broader luxury market
communication. Audi needed to increase in market share – across retail, beauty
combine progressive creative with and food – provided Audi
consumers’ need to feel ahead on
technology. £2.07:1 with insights on luxury
consumers’ sensibilities.
ROMI
Strategy Technical innovation is not
The campaign came to life through necessarily showcased
two distinct chapters: one around VIEW FULL CASE STUDY through cold product
‘beautiful cars’ and the other around demonstrations. It is more
the ‘amazing brains’ in Audi vehicles. engaging and successful
A series of videos – as well as print when shown through a
ads, programmatic content, direct creative and playful lens.
mail and activations at Audi events
– showcased the beauty of Audi
L’Oréal Paris True Match: Making everyone feel ‘worth it’
Promoting diversity helps beauty brand reach number one position in the market
Objectives then released edits of the most

GOLD In 2016, the UK market for foundation emotive stories across TV, cinema,
make-up was growing, but True YouTube, Instagram and Facebook
Agency: McCann London Match, L’Oréal Paris’s flagship with dynamic digital display, carousel
Advertiser: True Match foundation brand, was stuck in fifth and canvas formats. To highlight the
(L’Oréal Paris) place in terms of market share. brand’s commitment to the beauty
Market: United Kingdom This could be attributed to factors of everyone, the brand updated the
such as price, distribution and iconic L’Oréal Paris end line from
communications model. Unable to ‘Because you’re worth it’, to ‘Because
Beauty brand L’Oréal Paris took its change price or distribution, L’Oréal we are all worth it’.
True Match foundation brand from focused on its communications Takeaways
fifth to first place in the UK market, model to become market leader Results
by promoting a more diverse and within a year. Research what your
inclusive approach to beauty.
Insight 7.6% category is lacking. It may be
excluding some consumers,
True Match saw an opportunity to value market share in 2016 giving your brand the
recruit consumers who felt excluded chance to tap into a wide
from the category because of their
skin tone, or the industry’s ideas of 9.7% pool of potential customers.
beauty. value market share in 2017 Influencers in the beauty

category tend to fit specific
Strategy ethnicities or body types.
Partnering with 23 diverse 29% Broaden the range of
influencers – each with a True Match increase in value sales influencers supporting your
shade and personal story to share – brand to resonate with a
L’Oréal communicated it was suitable larger number of consumers.
for every skin tone. The campaign VIEW FULL CASE STUDY
launched with all influencers
simultaneously posting their stories
across their social platforms. L’Oréal
British Army: This is Belonging
Increasing applications by changing perceptions of what it means to be in the army
Objectives through to the application website

GOLD Applications to join the British and social content invited potential
Army were plateauing. With social, applicants to engage individually
Agencies: Karmarama, MediaCom political and demographic factors with real soldiers and influencers.
Advertiser: Capita, for the diminishing the recruitment pool, the
British Army Army needed to broaden its pool of Results
Market: United Kingdom potential applicants.
Insight 38% Takeaways

The British Army increased It talked to recruits mid-way through increase in regular soldier
the number of applications basic training, running in-depth applicants Data and technology can
it received by launching a interviews and focus groups. These make your core message
compelling story-based campaign conversations uncovered what they more relevant to individuals’
centred on camaraderie. felt was the biggest benefit of army 48% needs, but they don’t make
life compared with civilian life: a increase in reserve soldier creativity redundant. A
sense of brotherhood and belonging. applicants combination of data and
creative insight makes
Strategy the most powerful and
Looking to veer away from the VIEW FULL CASE STUDY meaningful communications.
usual action-packed army films, The importance of brand
the British Army decided to focus building is undisputable, but
on moments of belonging outside direct-response campaigns
or in-between military action. The focusing on the short term
films unearthed touching, funny can prompt immediate
and surprising moments that cast action. Brand building can
the Army in a more human light. still be effected by using
They were broadcast on TV and emotion in the campaign, or
served programmatically on digital, by reiterating it over several
according to users’ interests. years.
Digital messaging drove candidates
Direct Line Group: They went short. We went long.
Uncovering the most effective approach through in-depth analysis of advertising investment
Objectives Strategy
GOLD Direct Line Group (DLG) had to It used the learnings to set
demonstrate the business case for investment priorities across its
Agencies: Direct Line Group, marketing its multiple insurance portfolio, including more focus
Ebiquity brands: Direct Line, Churchill and on brand-building TV, improving
Advertiser: Direct Line Group Privilege. propositions and customer service
Market: United Kingdom – continuing to invest in mass-reach,
Insight above-the-line media lines when
The company analysed what factors others did not.
Direct Line Group, a British drove sales at each brand, measuring Takeaways
insurance company, measured the contribution of brand and Results
the impact of marketing in acquisition activity over the short Trial and error is the best
both the short and long term to and the long term. DLG’s research way to learn. A systematic
provide a holistic view of how indicated that a small nudge in Increase approach to effectiveness
brand acquisition and investment terms of brand preference can have in brand preference where different avenues
influence consumers. a disproportionately large effect, are tested and scrutinised
as this slight preference means requires a lot of patience
thousands of marginal decisions go £46m and perseverance – but
the brand’s way. profit ultimately leads to valuable
lessons.
Many brands today tend
VIEW FULL CASE STUDY to focus on short-term
activations, but that may
not necessarily be the right
tactic for your brand. Don’t
be held back by popular
opinion; instead pursue what
is more profitable for your
business.
Lidl: #LidlSurprises
Mass-reach strategy helps reframe consumers’ perceptions
Objectives which portrayed people unknowingly

GOLD Shoppers were sceptical about Lidl’s enjoying delicious Lidl food, only
value model, assuming that cheaper to be later surprised with the cost
Agencies: TBWA\London, Starcom meant worse. The supermarket and source of the products they
Advertiser: Lidl needed to address this perception had consumed. Further executions
Market: United Kingdom and increase household penetration. emphasised how much more (in
terms of equivalent-quality products)
Insight consumers’ money could buy at Lidl
Value supermarket Lidl showed Lidl had no specific target audience: versus other retailers.
that increased advertising to increase penetration, it had to
spending correlates with an attract shoppers from rival grocery Results Takeaways
increase in sales via its four-year retailers. Hence, the advertising
#LidlSurprises campaign in the UK. activity had to focus on mass reach.
5.3% When you need to reach a
large consumer set, invest
Strategy market share in mass communications
Between 2014 and 2017, Lidl ran its through broad-reach media
#LidlSurprises TV campaigns,
53.9% such as TV. This will lead
to both short-term sales
market penetration impacts and long-term
effects on your brand.
£398m You will grow faster by

profit over four years investing in share of voice
in excess of your market
share. However, big budgets
VIEW FULL CASE STUDY alone are not enough: you
need a compelling creative
narrative rooted in the truth
of the brand.
Guinness: Made of More
Emotional storytelling leads to long-term business success
Objectives brand’s belief that you can always

GOLD In the run up to 2015, the beer market carve your own path in life. From
was in decline in Great Britain and rugby player Gareth Thomas coming
Agency: AMV BBDO Ireland. Guinness needed to combat out to his team mates, to musician
Advertiser: Guinness (Diageo) a stagnating economy, as well as John Hammond standing up to
Market: United Kingdom fending off competition from craft prejudice in the 1930s, the films
breweries. communicated the Made of More
message, and culminated with the
Stout brand Guinness increased Insight Compton cowboys story in 2017.
its market share through a TV Aiming to create a stronger
campaign that created a cultural connection to culture and genuinely Results Takeaways
connection with its audience. resonate with its audience, Guinness
decided to further invest in its Made
of More positioning, bringing the £4.30:1 Long-term platforms can be
highly profitable, even more
platform to life in new and bold ways ROI so when they are rooted
across the media mix. in emotional storytelling,
Strategy 8% are consistent, and are

constantly updated to keep
Guinness launched a series of increase in on-trade market share in up with changing times and
60-second films that reflected the Great Britain sensibilities.
Don’t be scared of taking a
VIEW FULL CASE STUDY stand: make your brand’s
point of view known and be
confident enough to tackle
big problems with boldness.
The AA: From spark plugs to singalongs
Short- and long-term strategies go hand in hand to reverse membership decline
Objectives 2017, the AA committed to a deeper

GOLD While the AA’s marketing approach understanding of its audience, with a
of the last ten years had successfully campaign underlining the emotional
Agencies: adam&eveDDB, Carat generated short-term profits, it had benefit of its services.
Advertiser: The Automobile failed to build the brand, leading to
Association dwindling salience. The association Results
Market: United Kingdom set out to improve brand perceptions
and salience to reverse the decline
in memberships and ultimately drive £2.23:1 Takeaways
The AA, a British motoring long-term revenue. ROMI
association, increased When seeing profit growth,
membership retention in the UK Insight investing in long-term
through positive advertising The AA had previously only targeted 83% communications can
that showed how the AA can its 3.8m existing members, but membership retention feel like an unnecessary
help you get back on the road. realised that long-term success indulgence. However,
meant broadening its focus and short-term results can be
investing in mass reach. VIEW FULL CASE STUDY deceiving, hiding important
issues such as declining
Strategy awareness or preference.
In 2015, the AA began investing in Subscription models can
advertising communicating that seem to offer a heady
‘No matter the situation, the AA can promise of deep-pocketed,
get you going again’. TV, radio and ever-loyal customers from
digital display presented a range of which to eternally draw
real-life situations in which the AA profit, but the reality is that
had got members going again when driving sales among existing
their vehicles had broken down. In consumers needs to go hand
2016, the focus shifted to simple in hand with brand building
and recognisable creative across efforts to recruit new ones.
direct-response channels. Finally, in
DFS: From a value brand to a brand that people value
Reframing of communications leads to greater affinity and incremental profits
Objectives sofas, with British Heart Foundation

GOLD Analysis conducted in 2011 revealed and Team GB partnerships used to
that DFS was under-indexing with build affinity.
Agencies: krow communications, ‘quality seekers’, an audience that
MediaCom had great potential for future growth. Results
Advertiser: DFS DFS’ aim was to broaden its appeal
Market: United Kingdom from its current core customer
base of ‘value seekers’, to this more 32%
affluent, aspirational group. increase in penetration among
Furniture brand DFS redesigned affluent shoppers
its advertising over the course Insight Takeaways
of six years to become more Research showed that people found
likeable and appeal to affluent DFS’ advertising annoying and £109m If your brand’s
consumers in the UK. mocked the brand for its ‘never- incremental sales over six years communication is not
ending’ sale. While DFS couldn’t working, do not rush to
switch off the sale, it could turn its
persistent advertising presence to 64% subvert it altogether.
Sometimes the problem lies
its advantage and emotionally prime increase in profit ROI in the way you communicate
people to see DFS as more than its your message. Try to
sales. reframe it so that it is more
VIEW FULL CASE STUDY relevant to your audience,
Strategy while keeping the core of it.
A multi-year strategy positioned
DFS as a more realistic, revealing, When lacking likeability,
popular, and likeable brand without partnerships with
downplaying the price offers for associations or groups
which it was famous. Advertising that your customer base
campaigns featuring animated supports, can lend your
characters celebrated the brand great affinity.
production and quality testing of its
Suzuki: #SuzukiSaturdays
Spot-on partnership sets the tone and sells cars
Objectives series #SuzukiSaturdays was teased

GOLD Suzuki’s share of the UK market on social media, broadcast on TV
languished at 1.3% at the end of and later published on YouTube
Agency: the7stars 2015. So, in 2016, the brand had a to allow consumers to catch up.
Advertiser: Suzuki clear overall business objective: #SuzukiSaturdays was also taken
Market: United Kingdom sell 37,000 cars over the year, and, around the country in a nationwide
specifically, sell 9,500 Suzuki Vitaras, roadshow.
an old classic 4x4 which it had
Automotive brand Suzuki reinvented as a family SUV. Results
achieved sales growth and Takeaways
brand recognition in the UK by Insight
partnering with Ant and Dec’s Suzuki found that it resonated 38,190 For a brand partnership to
Saturday Night Takeaway. with quirky people who didn’t cars sold in 2016 work, it can’t be rushed:
take themselves or their cars you need a bond to form
too seriously. It thus set out to and real commitment from
emphasise the fun in driving Suzuki 11,500 both sides. Multi-year
cars, with humorous content in Vitaras sold in 2016 partnerships also mean
touch with British culture and aimed that both brands can better
squarely at families. understand and appreciate
44% each other’s craft. As a
Strategy increase in brand consideration result, the partnership can
ITV’s iconic Saturday Night Takeaway better cater to the audience.
programming was found to be tonally Tailor your video assets
perfect, and Suzuki embarked VIEW FULL CASE STUDY ensuring you play to the
in a two-year partnership with it. strengths of each channel.
Featuring in pranks, challenges and For example, short-form
skits with the show’s presenters versions for Twitter and
Ant and Dec, Suzuki cars never longer-form ones for
dominated the narrative, but rather Facebook and YouTube.
added to the story. Ten-episode
Silver winners
ALDI: KEVIN THE CARROT PROSPAN: THE WORLD’S FIRST

COUGH PREDICTOR
Agency: McCann Manchester
Advertiser: Aldi UK Agency: AFFINITY
Market: United Kingdom Advertiser: Prospan (Flordis
Australia) Takeaways
Market: Australia
Objectives Don’t let a small budget
Discount supermarket chain Aldi did Takeaways discourage you – a clever
not traditionally perform as well as Objectives insight paired with easily
other supermarkets at Christmas. No matter how fast-moving In 2016, cough remedy Prospan was obtainable data can lead
So it set out to increase penetration your category, it is important faced with increased competition to great results. When
and sales, ultimately encouraging to recognise when a strategy and a disengaged target market. working with data, it’s
consumers to reappraise Aldi as a is working, and be bold Its key objective was to maintain about resourcefulness, not
Christmas shopping destination. enough to reiterate it. continuity of sales, followed by necessarily resources.
media efficiency on a small budget.
Insight
Research revealed a paradox in Results Insight Results
shoppers’ attitudes to Christmas. Prospan found that its target audience
While they willingly buy into the of mothers tended to ignore their
hyperbole of Christmas marketing, 16.8% children’s coughs – believing they 10%
they also recognise that Christmas is YOY sales growth in 2017 would ‘sort themselves out’ over time. increase in sales
a day just like any other.
Strategy
Strategy 5.6pts The brand developed an algorithm 18.5%
Inspired by children leaving out a penetration growth in 2017 that allowed it to predict outbreaks increase in market share in six months
carrot for Santa’s reindeers, Aldi built of colds, and consequently target
a two-year multi-channel campaign mothers with the message: ‘Don’t
around a humble carrot called Kevin. VIEW FULL CASE STUDY ignore a cough, Prospan it.’ VIEW FULL CASE STUDY
Silver winners
ELLA’S KITCHEN: SELLING UP BAILEYS: DON’T MIND IF I BAILEYS

DOESN’T MEAN SELLING OUT
Agencies: Mother, Carat
Agency: Havas London Advertiser: Baileys (Diageo)
Advertiser: Ella’s Kitchen Market: United Kingdom
Market: United Kingdom
Objectives Takeaways
Objectives Takeaways The UK’s love for cream liqueur
With a small budget but ambitious Baileys did not translate into sales. A radical reframing of the
growth targets, baby-food brand Getting bigger doesn’t have The brand’s objective was to brand based on solid cultural
Ella’s Kitchen needed a smarter to be at the expense of your reverse the decline in volume sales insight can be the best path
way to get more parents to buy its brand philosophy: you can by increasing the versatility of the to consumption and ROI
products and become brand fans. innovate while staying true product. growth.
to your founding spirit.
Insight Insight
The weaning process can often be Baileys decided to place its liqueur Results
difficult and emotional, so, rather Results at the centre of an emerging cultural
than looking at how Ella’s Kitchen phenomenon among modern women
could sell to parents, it focused on – that of adult treats. 12%
supporting them during this time. £12.6m increase in sales volume
incremental sales Strategy
Strategy Creative highlighted the versatility
It opened a pop-up restaurant offering of Baileys as a food and drink 30%
parents weaning advice and, following 10% ingredient, through a channel mix increase in number of ways people
its success, it launched an always-on increase in penetration including TV, programmatic and consume Baileys
weaning programme, featuring an social content.
advice hub and a CRM-driven initiative
of emails and other comms. VIEW FULL CASE STUDY VIEW FULL CASE STUDY
Silver winners
SK-II: THE MARRIAGE MARKET IKEA: THE WONDERFUL EVERYDAY

TAKEOVER
Agencies: Mother, Vizeum
Agency: Forsman & Bodenfors Advertiser: IKEA UK
Advertiser: SK-II (P&G) Market: United Kingdom
Market: China
Takeaways Objectives Takeaways

Objectives Furniture retailer IKEA was
Japanese skin-care brand SK-II The most effective female- experiencing declines in sales, Advertisers tend to focus on
wanted to make itself more relevant empowerment campaigns penetration and footfall. It had special seasonal occasions.
to Chinese women, specifically should show the power to gain more customers and get However, everyday
urban career-driven ones. women had all along, as people to buy a broader range of its occurrences are just as
opposed to claiming to products. important and can generate
Insight empower them directly. an emotional response.
In China, women who are single after Insight
the age of 27 are known as ‘leftover To broaden its appeal and make itself
women’, regardless of their personal Results top of mind, IKEA needed to connect Results
achievements. Some parents even the brand to people’s everyday lives
post details about their daughters at home.
in public ‘marriage markets’ to find Sales doubled 10%
suitable husbands. in China Strategy growth in penetration
The Wonderful Everyday platform
Strategy focused on celebrating life at
SK-II created a documentary set #1 home through both real and £2.31:1
at a marriage market, celebrating e-commerce market share surreal renderings of the everyday, ROMI
women’s right to control their own presented across a full spectrum of
destiny, and amplified conversations IKEA categories and channels over a
through OOH and live activations. VIEW FULL CASE STUDY four-year period. VIEW FULL CASE STUDY
Silver winners
YORKSHIRE TEA: WHERE DAVID SHELDRICK WILDLIFE

EVERYTHING’S DONE PROPER TRUST: HELLO IN ELEPHANT
Agencies: Lucky Generals, Agency: whiteGREY

Goodstuff Communications Advertiser: David Sheldrick
Advertiser: Yorkshire Tea (Bettys Wildlife Trust Takeaways
and Taylors of Harrogate) Market: Australia
Market: United Kingdom Engagement and donations
Takeaways
Objectives are best achieved through
Objectives The David Sheldrick Wildlife Trust, a offering people an
A brand philosophy alone
Black tea brand Yorkshire Tea charity dedicated to save elephants entertaining and educational
is not enough to convince
needed to win consumers from other from extinction, wanted to raise experience, rather than
people of your claims. To
brands to grow in a shrinking market. awareness of the reasons – beyond asking for support through
make it truly resonate with
poaching – why elephants are emotionally-charged
consumers, root it in culture.
Insight endangered. advertising alone.
While known as a company that ‘did
things proper’, Yorkshire Tea had to Results Insight Results
make its obsession with properness As people tend to donate more to
culturally famous for it to be appealing human-focused charities rather than
to non-drinkers of the brand. No.2 to animal causes, the Trust set out to 34%
position in the market show the humanity of elephants. increase in donations
Strategy
Humorous TV and online advertising Strategy
featuring Yorkshire celebrities £2.61:1 It launched a human-to-elephant $1.28 million
such as TV presenter Sir Michael ROI translator, hosted on a website projected revenue
Parkinson and triathletes The where people could create and share
Brownlee Brothers convinced their elephant calls, as well as donate
consumers of Yorkshire Tea’s quality. VIEW FULL CASE STUDY to the charity. VIEW FULL CASE STUDY
Silver winners
SPORT ENGLAND: THIS GIRL CAN ART INSTITUTE OF CHICAGO: VAN

GOGH’S BEDROOMS
Agency: FCB Inferno
Advertiser: Sport England Agencies: Art Institute of Chicago,
Market: United Kingdom Leo Burnett Chicago
Advertiser: Art Institute of Chicago
Takeaways
Market: United States
Objectives
UK government agency Sport Takeaways Look at letting consumers
England wanted to reduce Objectives experience your advertising,
the gender gap in exercise by Empowering consumers to The Art Institute of Chicago, a US rather than just be exposed
persuading more women to take up use your campaign materials museum, wanted to publicise its Van to it. All products and
sport. or create their own, can help Gogh exhibition and encourage more services can be brought
you to achieve influence, Chicagoans to visit the museum. to life through immersive
Insight relevance and reach beyond experiences.
It discovered that 75% of women your media investment. Insight
already wanted to do more exercise, To broaden the appeal of the Results
but a fear of judgement – on their Results Institute to non-enthusiasts, it
appearance and ability – was brought to life the experience of art,
preventing them from getting active. to show all its emotional richness $1.6m
240,000 and power. long-term revenue from
Strategy more women exercising memberships
A campaign spanning TV, cinema, Strategy
outdoor, digital, social, PR and Digital and outdoor positioned
influencers, celebrated the triumph £35:1 the exhibition as a keyhole into More
of women’s ‘don’t give a damn’ ROMI Van Gogh’s world, with activity local visitors than tourists
attitude over society’s judgement. culminating in a recreation of the
artist’s famously painted bedroom
VIEW FULL CASE STUDY that could be booked via Airbnb. VIEW FULL CASE STUDY
Silver winners
BARCLAYS: PURPOSE PAYS STARBUCKS: THE FOURTH PLACE

IN COFFEE CULTURE
Agency: Bartle Bogle Hegarty
Advertiser: Barclays Agency: Manning Gottlieb OMD
Market: United Kingdom Advertiser: Starbucks UK
Takeaways
Objectives
To restore confidence and Takeaways Objectives
Social channels allow
consideration after financial Coffee house chain Starbucks
An ‘outside-in’ comms you to continually evolve
scandals, banking group Barclays wanted to embed itself into social
approach can yield your approach and
wanted to demonstrate how it media culture in the UK.
great results: external experiment with new ideas.
helped society.
communication is a powerful If your audience are trying
Insight
way to change colleague something new, try it
Insight Starbucks’ success was built around
behaviour in organisations. yourself.
Barclays found that only a business rediscovering the coffee house’s role
driven by strong purpose and values as a ‘third place’ between work and
could deliver sustainable returns. Results home. Starbucks now looked to have Results
a place in a ‘fourth space’, the social
Strategy web.
It articulated a new brand purpose, 3.5x £4:1
to help people achieve their increase in trust Strategy ROI
ambitions – in the right way. Over Across seven years, Starbucks
four years, marketing initiatives created a content calendar of
showed Barclays staff equipping £2.30:1 tactical peaks and events, launched £14.9m
people with digital and life skills, profit ROI seasonal messages on social feeds, additional profit
such as how to avoid fraud or use established its cups as icons through
technology. social images and created influencer
VIEW FULL CASE STUDY events. VIEW FULL CASE STUDY
Silver winners
PURPLEBRICKS: COMMISERY WEETABIX: REDISCOVERING THE

VALUE OF ‘HAVE YOU HAD YOUR
Agency: SNAP LDN WEETABIX?’
Advertiser: Purplebricks
(Purplebricks Group) Agencies: BBH, Ebiquity
Market: United Kingdom Advertiser: Weetabix (Weetabix
Food Company)
Takeaways
Objectives
Online estate agent Purplebricks Takeaways Looking back is often
needed to engage the mass market Objectives seen as unfashionable in
that used traditional high-street Ingrained behaviours Cereal brand Weetabix needed to marketing. But sometimes,
estate agents in order to increase are best challenged by reverse sales falls amid a declining your brand’s ‘Rembrandt in
consideration and trust. emotional truths rather than market, the rise of discounters and the attic’ can be extremely
rational arguments. growing private labels. valuable.
Insight
It focused on becoming famous for Insight
one thing alone, its single biggest Results The brand discovered that the one Results
differentiator versus high-street distinctive advertising claim in
agents – the fact that its sellers pay people’s minds for Weetabix was one
no commission. 65% that hadn’t been used since 2010: £4.5m
increase in consideration ‘Have you had your Weetabix?’. extra revenue in 2017
Strategy
Purplebricks invested in TV-led Strategy
advertising empathising with 218% Weetabix brought the line back in a £1.85:1
people’s ‘commisery’ – a made-up growth in revenue TVC featuring a teenage boy. Having long-term ROI
despondency you might feel if you eaten the cereal, he defeats a giant in
think you have needlessly paid out a cinematic re-telling of Jack and the
thousands in commission. VIEW FULL CASE STUDY Beanstalk. VIEW FULL CASE STUDY
Silver winners
NATIONWIDE: VOICES SKITTLES: BREAKING

CONVENTIONS WITH PRIDE
Agencies: VCCP, Wavemaker London
Advertiser: Nationwide Building Agency: adam&eveDDB
Society Advertiser: Skittles (Mars)
Market: United Kingdom Market: United Kingdom
Takeaways
Objectives Objectives Takeaways
Building society Nationwide faced a Letting your consumers Confectionery brand Skittles
chronic lack of perceived difference speak for your brand results had experienced several years of If you create a buzz-
in its category, so it needed to show in authentic, relatable declining sales. It needed to entice worthy story and product,
people why it was worth opening or communications to which retailers to boost product placement distributors will want to
switching to its current account. people will be more likely to and make its brand top-of-mind for partner with you and give you
respond. consumers, particularly millennials. space to promote it.
Insight
Nationwide realised that, in most Insight
financial advertising, the voice of Results Skittles realised there was another Results
the bank does all the talking. And, organisation that laid claim to the
when people are heard, it often feels rainbow, Pride, so it decided to launch
inauthentic. 242,000 a campaign during Pride month. 250m
new account openings impressions
Strategy Strategy
It launched Voices, asking spoken- In partnership with Tesco, Skittles
word poets to write a poem on a topic 63,000 removed the colour from its 92%
based on their own life experiences switched accounts packaging to show support for the increase in distribution in Tesco
and film themselves performing it. LGBT+ community’s rainbow flag
Submissions were selected and 44 and create buzz during the Pride
ran as Nationwide ads. VIEW FULL CASE STUDY festival. VIEW FULL CASE STUDY
Silver winners
VIRGIN MEDIA: FINDING OUR HEINEKEN: HOW HEINEKEN

VIRGINITY REINVENTED ITS CHAMPIONS
LEAGUE COMMUNICATIONS
Agency: Bartle Bogle Hegarty
Advertiser: Virgin Media Agency: Publicis Italy
Market: United Kingdom Advertiser: Heineken
Market: Global
Takeaways
Telephone, TV and internet services Objectives Operating at scale and driving
company Virgin Media was competing As BBH’s John Hegarty Heineken needed to find a way to specific behavioural change
with Sky and BT for broadband famously said, no matter make its sponsorship of the UEFA are not mutually exclusive
customers. It had to ensure it was how superior your product Champions League a more important endeavours – if you leverage
worth a premium in consumers’ minds. claim might be, “information social occasion, in order to generate the right universal motives
goes in through the heart”. more drinking opportunities. and use the right media.
Insight
Virgin Media realised that other Insight
Virgin brands differentiated Results Research revealed that, to fans, Results
themselves by disrupting categories Heineken felt like a premium beer
and bringing feeling into them in a to be enjoyed socially. Yet, when
way that others didn’t. £633m they watched at home alone, non- 13.7%
incremental net value premium local beers sufficed. volume growth in UCL markets
Strategy
Over two years, TV and direct Strategy
marketing evoked the Virgin 63% Featuring José Mourinho as a 5%
masterbrand’s rule-breaking switched accounts spokesman, a new strategy used increase in global penetration
personality to communicate the high-impact TV and online video to
benefits of fast broadband and motivate fans to watch with others
seamless technology emotionally. VIEW FULL CASE STUDY and drink Heineken. VIEW FULL CASE STUDY
Bronze winners
U BY KOTEX: LET’S MOVE ON SOOTHERS: ANY NUMBER OF

SORE THROATS
Agency: Ogilvy Australia
Advertiser: U by Kotex (Kimberly Agency: Ogilvy Australia
Clark Australia) Advertiser: Soothers (Nestlé)
Market: Australia Market: Australia
Takeaways
Objectives Objectives
With low growth for over a decade, By understanding exactly Throat lozenge brand Soothers had
the only way femcare brand U by how much (or how little) lost retail distribution. To stay in Takeaways
Kotex could increase market share your brand truly matters, it business and reassert its place on
was by stealing it from competitors. is possible to connect with retailers’ shelves, it had to regain In a world increasingly
consumers in a way that relevance. obsessed with innovation,
Insight treats them with respect. making people look at
The category convention is to Insight your product in a new and
over-dramatise the debilitating and Research revealed that 34% of different way can actually be
embarrassing effects of periods, Results consumers didn’t think they were more effective than changing
then promise to save women from actually ‘sick’ when their throat was it or launching a new one.
them. However, research showed that sore, seeing it as just a consequence
women didn’t believe a femcare brand $12.9m of living life to the fullest.
had the credibility to save their day. incremental revenue Results
Strategy
Strategy Soothers’ campaign featured sore
U by Kotex downplayed the Category leader throats not related to sickness, 20%
importance of femcare brands in in 18 months such as the ‘karaoke-marathon increase in revenue
women’s lives through provocative TV sore throat’ or the ‘footy finals sore
ads launched with social and online throat’ and presented them via TV,
support, later amplified by OOH. VIEW FULL CASE STUDY OOH, digital, radio and weather apps. VIEW FULL CASE STUDY
Bronze winners
ALDI: EVERYDAY AMAZING COVONIA: RIDE THE BULL
Agency: McCann Manchester Agency: Bray Leino

Advertiser: Aldi UK Advertiser: Covonia (Thornton
Market: United Kingdom & Ross)
Objectives
Takeaways
In 2016, discount supermarket Objectives
Aldi’s sales growth had started to Cough medicine Covonia had lost
Finding approachable, Takeaways
slow down. It needed shoppers to share to a new entrant and needed to
genuine spokespeople
reappraise the brand and visit stores gain more young customers to start
that share your brand’s Smart strategic insight
for top-up, everyday purchases. growing again and to avoid being
values can lead to valuable and bold creative can
dropped by retailers.
emotional engagement with compensate for small
Insight
the audience. budgets, especially when
Aldi found that some details about Insight
paired with a thorough
its products were so surprising, and Research showed that more
understanding of the brand’s
so appealing, that shoppers said Results demanding lifestyles, uncertainty
personality.
they might actually make a mid- over job security and zero-hours
week trip to Aldi to get the products contracts increasingly fostered the
mentioned for their evening meal. £1bn ‘power on through’ attitude among
incremental revenue cough sufferers. Results
Strategy
The Everyday Amazing campaign Strategy
encouraged viewers to see Aldi as £21:1 Framing the product’s strong taste £4.45m
offering high-quality products at ROMI as a challenge for people willing incremental revenue
everyday prices. Starring triathletes to fight coughs, Covonia launched
The Brownlee Brothers, it ran across provocative TV and social ads
TV, online, social and in-store. VIEW FULL CASE STUDY encouraging people to ‘ride the bull’. VIEW FULL CASE STUDY
Bronze winners
NISSAN ROGUE: CONQUER ALL 32RED: HOW MARKETING

CONDITIONS COMMUNICATIONS FUELLED AN
ONLINE CASINO’S HOT STREAK
Agency: Juniper Park\TBWA
Advertiser: Rogue (Nissan Canada) Agency: M.i. Media
Market: Canada Advertiser: 32Red (Kindred Group)
Takeaways
Automobile manufacturer Nissan Compelling stories that Objectives
Canada wanted its relaunched Rogue leverage deep, local Gambling business 32Red had Prioritise value over volume:
model to help the brand earn greater audience truths, have the the ambitious plan to double UK use data to segment your
share of the crossover utility vehicle power to generate both revenues to £100m in four years. audience and identify high-
segment. emotional resonance and value consumers.
brand distinctiveness. Insight
Insight Customer modelling and predicting
Research indicated that Nissan future churn showed that 80% of Results
would need to persuade the Results 32Red’s desired revenue would have
audience that the car performed to come from new player acquisition.
well off-road during the country’s £100m
challenging winters. 64,927 Strategy revenue one year early
extra Rogues sold Through TV and search ads, 32Red
Strategy targeted older audiences who
Nissan used TV ads in the style of were likely to become higher-value 141%
superhero movies – where winter $1.9bn customers. It changed its acquisition increase in new customer
was the villain that was vanquished incremental revenue offer to ‘£10 free’ to prioritise new acquisitions
by the hero Rogue and its driver – customer value over volume, and
supported by digital and social. added sports sponsorships and
VIEW FULL CASE STUDY broadcast content partnerships. VIEW FULL CASE STUDY
Bronze winners
VYPE: A VAPE YOU CAN TRUST RIBENA: YOU CAN’T GET ANY
MORE RIBENARY
Agency: J. Walter Thompson
Advertiser: Vype (British Agency: J. Walter Thompson
American Tobacco) Advertiser: Ribena (Lucozade
Market: United Kingdom Ribena Suntory)
Objectives Takeaways Takeaways

Vype needed to put across a positive Objectives
message about vaping, despite When new conditions are Soft drink brand Ribena faced a To rebuild established
rising concerns about e-cigarettes. impacting your category, decline in brand equity. It needed to brands, you need to
don’t be discouraged: revitalise the brand by attracting new understand their history to
Insight change can be an buyers with ready-to-drink products. identify a positioning that
Vype realised that it had to become opportunity for growth. can be made relevant today.
a Vape people could trust – and to Insight
communicate this message the Ribena found that its new target
brand needed a radical shift in its Results audience respected originality and Results
communications approach. were unafraid to show themselves
as different to others, so it knew it
Strategy 18.6% needed to position Ribena as unique 2.4pts
Vype created a new marketing increase in sales and true to itself. increase in market share
model, which took a 360-degree
approach. It evolved from bursts of Strategy
media to build reach to always-on £1.04:1 Through TV, OOH, an app, social and £2.4:1
trust and quality messages over short-term ROI experiential, Ribena launched the ROMI
multiple channels. Touchpoints ‘You can’t get any more Ribenary’
included pharmacies, editorial campaign, which emphasised the
partnerships, blogs and email. VIEW FULL CASE STUDY rich experience of drinking Ribena. VIEW FULL CASE STUDY
Bronze winners
PARODONTAX: STOP THE NATIONAL ART PASS: THE ART OF

JOURNEY OF GUM DISEASE EFFECTIVENESS
Agency: Grey London Agency: MullenLowe London

Advertiser: parodontax (GSK) Advertiser: National Art Pass
Market: Global (Art Fund)
Takeaways
Takeaways
Objectives Success can blind brands
Toothpaste brand parodontax Tapping into a universal Objectives from addressing underlying
– known as Corsodyl in the UK – human truth can lead to Given its success, independent problems or identifying
needed to reconnect consumers the developing of a strong, British charity Art Fund was asked new opportunities – don’t
worldwide with the brand, which consistent global platform to recruit new National Art Pass let a period of growth stop
specialises in preventing gum with no need to adapt it to members. you from investing in new
disease. local culture. activities.
Insight
Insight Art Fund found lack of knowledge
parodontax found that, while gum Results about artists and styles was a major Results
health is dismissed until severe barrier for going to a new exhibition,
symptoms arise, social issues so it had to advertise without relying
like bad breath are motivators of 30% on knowledge of specific subjects. 44%
behaviour in oral care. increase in annual sales increase in members
Strategy
Strategy It released a film that showed a
The brand developed the metaphor £1.71:1 filmmaker trying to see all of the art £2:1
of a journey towards socially- ROMI in London in one day, demonstrating ROI
embarassing disease symptoms, like the benefits of the Art Pass,
bad breath and bleeding gums, unless alongside press and outdoor,
people treated the condition early. VIEW FULL CASE STUDY podcasts, digital and tactical ads. VIEW FULL CASE STUDY
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2018 IPA Effectiveness Awards:

Insights from the winning campaigns

inclusivity as a benefit in the beauty was invested in intelligent examples

Creative strategy – non-winners vs. winners 2018

Creative strategy over time – all entrants including winners 2012-2018

Three quarters – 21 out of 28 – of it had the most likes on a Facebook

‘Singing Baby’ and ‘Clowns’ were heritage of ‘Vorsprung Durch

engaging way; the creative device of

Lead media – non-winners vs. winners 2018

“TV is dead” outright obsolescence.

salience had dwindled to the point the long-term uplifts in penetration,

each week, and 97% per month.

our objectives. If we want to protect this value, we

wide grouping of audiences, often be both. industry places effectiveness within

and immerse yourself in. Literally,

Channels used – non-winners vs. winners 2018

Television and social media are widely used in

37% 38% 40% 57) – packed an emotional punch by using an

Campaign objectives – non-winners vs. winners 2018

Gain new 13% them. Many of the winners documented how

Non-winners Winners Some papers demonstrated all three objectives,

Hard metrics – non-winners vs. winners 2018

76% Market penetration/customer gain was the most

Campaign budget – non-winners vs. winners 2018

Among the 48 papers (out of a total of 70)

Campaign duration – non-winners vs. winners 2018

Out of the 70 papers submitted, 57 supplied

Objectives cars’ performance. At the same

Objectives then released edits of the most

beauty. value market share in 2017 Influencers in the beauty

Objectives through to the application website

Insight 38% Takeaways

Objectives which portrayed people unknowingly

£398m You will grow faster by

Objectives brand’s belief that you can always

Strategy 8% are consistent, and are

Objectives 2017, the AA committed to a deeper

Objectives sofas, with British Heart Foundation

Objectives series #SuzukiSaturdays was teased

ALDI: KEVIN THE CARROT PROSPAN: THE WORLD’S FIRST

ELLA’S KITCHEN: SELLING UP BAILEYS: DON’T MIND IF I BAILEYS

SK-II: THE MARRIAGE MARKET IKEA: THE WONDERFUL EVERYDAY

Takeaways Objectives Takeaways

YORKSHIRE TEA: WHERE DAVID SHELDRICK WILDLIFE

Agencies: Lucky Generals, Agency: whiteGREY

SPORT ENGLAND: THIS GIRL CAN ART INSTITUTE OF CHICAGO: VAN

BARCLAYS: PURPOSE PAYS STARBUCKS: THE FOURTH PLACE

PURPLEBRICKS: COMMISERY WEETABIX: REDISCOVERING THE

NATIONWIDE: VOICES SKITTLES: BREAKING

VIRGIN MEDIA: FINDING OUR HEINEKEN: HOW HEINEKEN

U BY KOTEX: LET’S MOVE ON SOOTHERS: ANY NUMBER OF

ALDI: EVERYDAY AMAZING COVONIA: RIDE THE BULL

Agency: McCann Manchester Agency: Bray Leino

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Objectives Takeaways Takeaways

PARODONTAX: STOP THE NATIONAL ART PASS: THE ART OF

Agency: Grey London Agency: MullenLowe London

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