ASIA-PACIFIC – JWT Tokyo and Ogilvy & Mather (Malaysia) were both awarded a Bronze award for their respective campaigns for Lux and MILO powdered milk in the IPA Effectiveness Awards which took place in London on October 27. The awards showcase and reward campaigns that demonstrate their marketing payback, and provide the richest communications database in the world.
The agencies were the two Asian representatives in the awards shortlists.
The campaign by JWT Tokyo and Unilver for Lux revealed how Unilever’s hair care brand 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.
Sucheta Govil, Global Head of Marketing, AkzoNobel and one of the Awards’ judges said: “The judges were impressed with the presentation of 25 years of data. The campaign was a great example of making a global campaign locally relevant which delivered fantastic results. This is a great exemplar for marketing communications continuity.”
The campaign for Milo for Nestle Malaysia by Ogilvy & Mather (Malaysia) also gave new growth for 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 17percent; resulting in an incremental sales payback of 1:7.
Jeremy Tester, Deputy Managing Director, Sky Media and one of the Awards’ judges said: “The judges applauded this campaign noting that with £100,000 they undertook something innovative for the brand in a declining category and achieved an impressive scale of effect.”
In total, nine gold, 13 silver and 13 bronze prizes were awarded, along with eight special prizes. The top prize of the night, the Grand Prix, was awarded to adam&eveDDB for the second year in a row, this time for their Foster’s campaign which changed the way beer brands talked to UK men, to deliver a staggering £32 of revenue per £1 spent on advertising. In 2012 adam&eveDDB were awarded the Grand Prix for their campaign for John Lewis.
2014 IPA Effectiveness Awards winners are:
Special prizes:
· Grand Prix – Foster’s, Heineken UK by adam&eveDDB
· Effectiveness Network of the Year – OMD
· Effectiveness Company of the Year – Grey London
· Best Dedication to Effectiveness – Sainsbury’s
· Best Multi-Market – Only, Bestseller by Grey London and UncleGrey (Denmark)
· Best Small Budget – Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin
· Best International – National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand
· The Channon Prize for Best New Learning – London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi
Gold winners
· BHF, British Heart Foundation by Grey London
· Dacia, Renault UK by Publicis London and Manning Gottlieb OMD
· Foster’s, Heineken UK by adam&eveDDB
· London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi
· Mercedes, Mercedes-Benz by AMV BBDO
· National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand
· Only, Bestseller by Grey London and UncleGrey (*Denmark)
· Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin
· Specsavers, Specsavers Optical Group by Manning Gottlieb OMD
Silver winners
· Aldi, Aldi UK & Aldi Ireland by McCann Manchester
· Be Clear on Cancer, Public Health England by M&C Saatchi
· Cuprinol, AkzoNobel by 18 Feet & Rising
· easyJet, easyJet by VCCP and OMD
· Everest, Everest by MBA and MediaCom
· Fire Safety, Department for Communities and Local Government by RKCR/Y&R
· Group of Humanitarian Attention to the Demobilised, Colombian Minstry of Defense by Lowe and Partners (*Columbia)
· ITV, ITV by ITV
· Mobile Internet, Deutsche Telekom by DDB Tribal Group (*Germany)
· 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
· The Salvation Army, The Salvation Army by Mike Colling & Co and WPN Chameleon
Bronze winners
· Aviva, Aviva by AMV BBDO
· EDF Energy, EDF Energy by AMV BBDO and Havas Media
· Expedia, Expedia by Ogilvy & Mather London and Expedia
· Fairy, Procter & Gamble by Grey London
· first direct, first direct by JWT
· Garnier UltraLift, L’Oréal by Publicis London
· Kärcher UK, Kärcher UK by Kärcher UK
· 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)
· MILO, Nestlé Malaysia by Ogilvy & Mather (*Malaysia)
· Sensodyne Pronamel, GlaxoSmithKline by Grey London
(*international campaigns)
In total, 70 papers were entered into the competition and were reviewed by an esteemed panel of client and industry judges, 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.
“Despite the variety of different categories, causes, creative, channels and conclusions, what underpins all of these winning campaigns is the clear, unquestionable return on marketing investment that they have generated. Any client in any doubt over the powerful effect advertising can have on a business need only skim these incredible papers to be amazed and convinced of this. I particularly recommend the Grand-Prix winning Foster’s paper which details how the campaign transformed the brand into market leader and generated £32 of revenue for every £1 invested,” Lord Davies of Abersoch, CBE and 2014 Chairman of Judges, IPA Effectiveness Awards said.
“The IPA Effectiveness Awards are a microcosm of our industry. So many of the challenges we are facing as creative businesses are reflected in these stories. If you want to work out what works, then there’s no better place to start looking. The Grand Prix-winning Fosters campaign, for example, is a real fight back story with a happy ending. The judges admired not only the scale of effect versus competitors and previous winners, but also the particular contribution of insight-led creativity to this brand’s obvious resurgence,” Lorna Hawtin, Disruption Director, TBWA Manchester and 2014 Convenor of Judges, IPA Effectiveness Awards, added.
To view further details about the winning campaigns and additional effectiveness content including interviews with clients and agencies, short films of the campaigns and thought pieces from the judging panel, visit http://www.ipa.co.uk/effectiveness, www.ipa.co.uk/ease or www.warc.com.
The 2014 Awards are sponsored by overall sponsor Thinkbo and supported by Arthur J. Gallagher; Campaign, Ipsos ASI, Newsworks, and Warc, the official publisher of IPA case histories.
