ASIA-PACIFIC – JWT Tokyo and Ogilvy & Mather (Malaysia) have been shortlisted for their respective campaigns for Lux and MILO powdered milk in the IPA Effectiveness Awards. The Awards showcase and reward campaigns that demonstrate their marketing payback, and provide the richest communications database in the world.
The campaign by JWT Tokyo and Unilver for Lux identified a gap in the Japanese hair care market in the late 1980s. The only hair care brands available were conservative, family-orientated and often targeted mothers. However, with the place of women in Japanese society evolving, Lux saw the opportunity to provide hair care for these women as women, not as mothers, and created the ‘Western beauty dream’ for Japanese women. Western celebrities became a critical part of expressing the brand as symbols of a style of womanhood that represented a set of values for Japanese women to aspire to. This engendered loyalty from customers that has spanned decades, giving Lux a consistent market share despite the simultaneous onset of Japan’s recession and an avalanche of competition.
The campaign for Milo for Nestlé Malaysia by Ogilvy & Mather (Malaysia) also brought new growth to an old brand. Nestlé found that as Malaysian children age, their consumption of MILO powdered beverages declined. Nestlé sold canned, ready-to-drink MILO but found that the image of the well-nourished, buttoned-up elementary school student that MILO powder advertised did not match with the mindset of these new teenage consumers. To combat this, the ‘Twisted football’ campaign was launched. Teens would redefine the rules of the game on social media which were then brought to life on sports fields. This offline experience could then be shared back online, creating more content for broader reach. By successfully activating its underleveraged product format, Nestlé MILO increased teen trial from 50 percent to 67 percent and boosted monthly can sales by 17 percent; resulting in an incremental sales payback of 1:7.
In addition to these two Asian campaigns, 33 campaigns from across the world have been shortlisted for this esteemed competition. The full shortlist is:
· Aldi, Aldi UK & Aldi Ireland by McCann Manchester
· Aviva, Aviva by AMV BBDO
· Be Clear on Cancer, Public Health England by M&C Saatchi
· BHF, British Heart Foundation by Grey London
· Cuprinol, AkzoNobel by 18 Feet & Rising
· Dacia, Renault UK by Publicis London and Manning Gottlieb OMD
· easyJet, easyJet by VCCP and OMD
· EDF Energy, EDF Energy by AMV BBDO and Havas Media
· Everest, Everest by MBA and MediaCom
· Expedia, Expedia by Ogilvy & Mather London and Expedia
· Fairy, Procter & Gamble by Grey London
· Fire Safety, Department for Communities and Local Government by RKCR/Y&R
· first direct, first direct by JWT
· Foster’s, Heineken UK by adam&eveDDB
· Garnier UltraLift, L’Oréal by Publicis London
· Group of Humanitarian Attention to the Demobilised, Colombian Minstry of Defense by Lowe and Partners (*Columbia)
· ITV, ITV by ITV
· Kärcher UK, Kärcher UK by Kärcher UK
· London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi
· Lux, Unilever by JWT Tokyo and Unilever (*Japan)
· Make Health Last, Heart and Stroke Foundation of Canada by Lowe Roche (*Canada)
· Mattessons / Fridge Raiders, Kerry Foods by Saatchi & Saatchi
· McDonald’s, McDonald’s Denmark by OMD Denmark and DDB Copenhagen (*Denmark)
· Mercedes, Mercedes-Benz by AMV BBDO
· MILO, Nestlé Malaysia by Ogilvy & Mather (*Malaysia)
· Mobile Internet, Deutsche Telekom by DDB Tribal Group (*Germany)
· National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand (*New Zealand)
· Only, Bestseller by UncleGrey (*Denmark)
· Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin
· Premier Inn, Whitbread by RKCR/Y&R
· Ready Baked Jackets, McCain by PHD Media
· Sainsbury’s, Sainsbury’s by AMV BBDO, Blue Rubicon, PHD Media and Sainsbury’s
· Sensodyne Pronamel, GlaxoSmithKline by Grey London
· Specsavers, Specsavers Optical Group by Manning Gottlieb OMD
· The Salvation Army, The Salvation Army by Mike Colling & Co and WPN Chameleon
The judging panel for this year’s Awards is headed up by Chairman of Judges Lord Davies of Abersoch, CBE alongside Convenor of Judges Lorna Hawtin, Disruption Director, TBWA Manchester and Deputy Convenor of Judges Bridget Angear, Joint Chief Strategy Officer, AMV BBDO.
The 2014 Awards are sponsored by Thinkbox – overall sponsor and supported by Campaign; Ipsos ASI; Newsworks; The Oval Group and Warc, the official publisher of IPA case histories.
Said Lord Davies of Abersoch, CBE and 2014 Chairman of Judges, IPA Effectiveness Awards, “These 35 shortlisted campaigns provide absolute proof of the transforming power of communications to a business’s bottom-line. For anyone looking for invaluable insights into how to turn a creative idea into commercial success, look no further than these exemplary cases. Congratulations to all those who have made it onto this prestigious list.”
Said Lorna Hawtin, Disruption Director, TBWA Manchester and 2014 Convenor of Judges, IPA Effectiveness Awards, “The judges were seriously impressed by the breadth of entries this year which include both clever, tactical investments, as well as some powerful long-running campaigns. There is plenty to inspire each and every one of us towards the creation of more effective campaigns.”
Said Lindsey Clay, Chief Executive, Thinkbox, the overall Awards’ sponsor, “To be shortlisted for these prestigious awards is almost an award in itself. It means that these campaigns have worked and worked brilliantly. They are the benchmark by which other advertising should be judged and I wish them all every success on Awards night. No awards come closer to what Thinkbox is about than these and we are proud to have been their sponsor for ten consecutive years.”
The winners will be awarded at a black-tie gala ceremony at the London Hilton on Park Lane on Monday 27th October. For more information and to buy tickets click here.
For further information about the shortlist, visit www.ipa.co.uk/effectiveness or join the conversation on Twitter #ipaeff. To view further details about the shortlisted campaigns and additional effectiveness content, visit www.ipa.co.uk/effectivenesswww.ipa.co.uk/ease or www.warc.com.
