Ireland's Marketing Showcase 2014

Ireland’s Marketing Showcase

www.aimawards.ie

Programme

2014

02 AbouttheMarketingInstitute

03 WelcomeMessage

04 MessagefromourMediaPartner

06 Sponsorsofthe2014AllIrelandMarketingAwards

10 AdjudicationProcess

12 NewProduct/NewMarketAward

13 GradamGnóasGaeilge

14 CRM/CustomerCareAward

15 BrandCampaignAward

16 DirectMarketingAward

17 MarketResearchAward

18 eCommerceAward

19 SponsorshipManagementAward

20 PublicRelationsCampaignAward

21 MobileMarketingAward

22 InternationalMarketingAward

23 MarketingInnovationAward

24 IntegratedMarketingAward

25 CorporateSocialResponsibilityAward

26 SmallBusinessMarketingAward

27 DigitalMarketingCampaignAward

28 AdvertisingCampaignAward

29 MarketingTeamoftheYearAward

30 AllIrelandMarketingChampion

31 AllIrelandMarketingAwardTrophy

Contents

Gala Dinner

8 May 2014, DoubleTree by Hilton Hotel, Dublin

Schedule of Events

7.00pm DrinksReception

8.00pm Dinner

10.00pm AwardsPresentation

11.00pm PartyTime

@AimAwardsie #aima14

Page 1Ireland’s Marketing Showcase

About The Marketing Institute

The Marketing InstituteMarketingHouseSouthCountyBusinessParkLeopardstown,Dublin18

[email protected]

www.mii.ie

TheMarketingInstituteistheprofessionalbodyforIreland’smarketingpeople,inoperationforover50years,anditenvisionsaprofessionalmarketingcommunitythatisqualified,effectiveandvalued.Withamissiontostrengthentheprofessionofmarketing,theInstitutedeliversinsightsandexpertcontent,buildsthecommunityofmarketers,andsupportsmarketersintheircareerjourney.Content,CommunityandCareerarethethreethemesthatunderpinallInstituteactivities.

Membershipallowsourcommunityofmarketingprofessionalstocometogetherandnetworkwithlike-mindedindividuals,andtoreceiveexpertcontentwhichwillempowerandenablethemtodeveloptheircareers.Weoffereducationalandtrainingsolutions,marketinginsightsandresources,andwehaveaccesstothebestinclassexperts,reportsandpublicationsinthemarketingprofession.InadditiontotheAllIrelandMarketingAwards,ourflagshipeventsincludetheCMOSummit,andDMXDublin,Ireland’slargestdigitalmarketingconference.

TheMarketingInstituteistheprofessionalbodyformarketing.

Page 2The All Ireland Marketing Awards 2014

Welcome FáilteRomhaibh

TheMarketingInstitute’sawardsprogrammehasgonefromstrengthtostrength,tobecometheundisputedshowcaseofachievementbyIrishmarketingpeople.WewishtothanktheIrishIndependent,exclusivemediapartnertotheawards,fortheirstrongsupport.Wealsothankoursponsors,whomakethisprogrammepossible,andwhodeservethesupportofmarketingpeopleinreturn.Weacknowledgeourexpertpanelsofadjudicators,allmembersoftheMarketingInstitute,forhavinggiventheirtimeandexpertise.Andespecially,wewishtoheartilycongratulateourfinalists,whorepresenttheverybestofIrishmarketingprofessionalism.Thesearethepeopleandbusinessessettingthestandardsinmarketingtoday.Goraibhcéadmaithagaibhuilig,agusgon-éiríanbótharlibh.Tom Trainor Chief ExecutiveMarketingInstituteofIreland

WelcometotheAllIrelandMarketingAwards2014,Ireland’sMarketingShowcase.

“WeheartilycongratulateallthoseinIreland’s Marketing Showcase”


Message from our Media Partner

Weareinthecompanytonightofthecrèmeofmarketingprofessionals,whoareacredittothebrandsandcompanieswhohaveweatheredthestormoverthelastnumberofyearsandarenowfirmlyonanupwardcurve.TheAllIrelandMarketingAwardsshortlististrulyIreland’sMarketingShowcase.ThelastyearhasbeenanexcitingtimefortheIrishIndependentwithaplethoraofnewbeginningsforthetitle.ClaireGradywasappointededitor,welaunchedournewiPadEdition,wesignednewpartnershipdealswiththeFAIandLeinsterandMunsterRugby,andwesawtheintroductionofAdrianWecklerandDanO’Brientooureditorialteam.ThelatestJNRSsawtheIrishIndependent’snumber1positiononceagainsolidifiedwith666,000readersandthepremierpositionineveryreadershipcategory.Independent.iecontinuestoleadthewayonlinewithover773,000Irishuniquevisitorseverymonth,thesiteiscontinuallyfirstwithbreakingnewsandit’svideoandaudiocontentsupersedesallcompetitorsinthespace.Tonight’sshortlistedcompanieshavedemonstratedexcellenceanddeliveredresults,andwewouldliketocongratulateeachandeveryoneontheirsuccess.WewouldalsoliketocommendtheMarketingInstituteforonceagainfordeliveringanawardsprogrammewithexcellenceandintegrityatitsheart.Finally,wewouldliketotakethisopportunitytowishyou,ourreadersandadvertiserscontinuedsuccessfor2014andbeyond.Alltheverybest.Geoff LyonsGroup Marketing DirectorIndependentNewspapersIreland

TheIrishIndependentisdelightedtocontinueitspartnershipwiththissuperbprogramme.


M.Sc Digital Marketing & AnalyticsThe Marketing Institute of Ireland and DIT’s School of Marketing - Ireland’s leading provider of marketing education - have partnered to develop the innovative Masters Degree in Digital Marketing & Analytics.

This M.Sc is delivered over 16 months Now accepting applications for September start

• DesignedtocreateDigitalLeaders, capable of integrating digital platforms with marketing and corporate strategy• Deliveredbyleadingdigitalmarketing practitioners and marketing experts• Opentograduatesofalldisciplineswith marketing experience• Focusedonthedesign,implementation and measurement of end-to-end digital marketing strategies• Leveraginganalyticstodrivestrategic decision making• Deliveredinaninteractivelearning environment-livecampaigns,practitioner workshops,webinars...• Equippinggraduateswithprovenstrategic frameworks and readily applicable toolkits

www.mii.ie/digital-masters

MEDIA PARTNER

Sponsors

TheMarketingInstitutewishestothankoursponsors,whohavemadetheAwardsprogrammepossible.


MEDIA PARTNER


Find out more at www.mii.ie/join

Join The Marketing Institute today The Marketing Institute is the professional body for Ireland’s marketing people, in operation for over 50 years, and it envisions a professional marketing community that is qualified, effective and valued. With a mission to strengthen the profession of marketing in Ireland, the Institute aims to promote, support and elevate marketing as a key strategic business tool. It does this in three ways: by (1) delivering insights and expert content; (2) building the community of marketers; and (3) aiding marketers in their career. Content, Community and Career are the three themes that underpin all Institute activities. Membership allows our community of marketing professionals to come together and network with like-minded individuals and provide them with expert content which will empower and enable them to develop their careers within the marketing profession. We also offer training solutions, marketing insights and resources and we have access to the best in class experts, reports and publications in the marketing profession.

Events - Network & Connect:Connecting members to the right ideas at the right time and connecting members to each other. We pride ourselves in ensuring we see new marketing trends before anyone else and we use our events as one of the key channels for us to deliver this expert content to members.

These marketing insights lead to our targeted, focused and leading edge events. The majority of our members are senior marketers and our events offer the opportunity for them to network with each other while absorbing key insights and research.

Executive Training - Educate & Up skill:Where does the future of marketing lie? Can Ireland keep up with the fast-pace of change we are currently experiencing with the convergence of digital marketing? How can marketers understand the empowerment of consumers by digital technologies? Our training programmes offer solutions and content that will empower, facilitate and inform marketers so that they can react and respond to the vast and dramatic changes in the marketing arena in an educated and considered manner.

Resources - Inform & Empower:Marketing insights and research, key marketing trends, ideas, concepts, theories – marketing professionals need to have a go-to place where they can be confident they will find trustworthy and reputable expertise content - and this place is The Marketing Institute.

Our contacts within the industry on a global and national level mean we can bring the best in class experts, reports, publications and insights to our members. We provide our members with access to expert content which enables them to be informed, educated and empowered within the profession.

Career - Grow & Develop:We provide tools and resources to aid marketers in their career development, including regular advertised jobs, career planning, an annual salary survey in conjunction with EMR recruitment and new appointment announcements.

Member Community - Interact & Engage:We pride ourselves on the sense of community that exists between our members. Marketing professionals need peer-to-peer interaction and communication to share knowledge, best practice, thought leadership, creative concepts and strategic thinking. Membership of the Institute facilitates and enables this member contact and communication.

More information at www.mii.ie/join or contact Rose at [email protected] or phone +353 1 216 0158

John BoylePwC

Avril BrophyMazdaMotorIreland

Maresa CagneyHeinzIreland

Lisa ComerfordEircom

Ciaran ConroyLeopardstownRacecourse

Maurice CullenZurich

Fiona CurtinIrishDistillers

Paul DaltonO2Media

Ann DalyNationalMuseumofIreland

Aoife DaveyOne4allGroup

Irene DehaeneInciteMarketing

Dave DeighanKPMG

Adjudication Process

Ourchairmanofadjudicationspecifiesthejudgingprocess,andprovidesoversight.Careistakentoensurethatanypotentialconflictsofinterestareidentifiedandaddressed.Thisincludesavoidingsituationswherejudgesmightfaceentriesfromcompaniesorindividualswithwhomtheymaybeconnected,orwithwhomtheymaycompete.Inaddition,specialrulesapplytoentriesfromsponsors,whoarepermittedtoenterothercategories,sothatallentrantsandfinalistsaretreatedequally.

Adjudicationpanelsmetwithninetyfinalists,selectedfromhundredsofentriesacrossallcategories.Theadjudicatorsreportedanextremelyhighstandard,andtheywerestruckbytheexpertiseandcommitmentofthefinalists.Wearegratefultoouradjudicators,allofwhomaremembersoftheMarketingInstitue,fortheirtimeandexpertise.

TheMarketingInstituteiscommittedtoassuringobjectiveadjudication.

OuradjudicatorsareallmembersoftheInstitute.

Matt KavanaghFMII(Grad.)Chairman of AdjudicationAllIrelandMarketingAwards2014


Valentina DoorlyFáilteIreland

Nicky DoranBordGáisEnergy

Jackie DugganDanskeBank

Michael FaleyGoogle

Alex GibsonDIT

Georgina GoffIBM

Tara GrehanDatalytics

Ruth GuyBarnardos

Cliona HayesCommunicorp

Russell KeatingSonyMobileCommunications

Michael KilleenDialogue

Tom KinsellaAIB

Pat KinsleyNeworldAssociates

Mary LambkinUCDSchoolofBusiness

Sandra LawlerAlternatives

Paul LoughreyRTÉMediaSales

Asta LundIntheCompanyofHuskies

Pat MannionJCDecaux

Martin McBrideEnvision

Tara McCarthyBordBia

Gillian McGauranTopaz

Rick McKeeLinkubator

Paula MurphyVodafone

Brian O’ConnorMintel

Niall O’GradyPermanentTSB

Geraldine O’NeillEdelman

Michael O’RourkeHorseRacingIreland

April RedmondKerryFoods

Colm RocheHubspot

Erica RoseingraveCoca-ColaHBCIreland

Kieran RumleyLoveIrishFood

Geoff ScullyLittlewoods

Margaret ShannonEmirates

Elizabeth SheehanLucozadeRibenaSuntory

Peter SmythIRS+

William SparkesAXAInsuranceIreland

Cathy SummersAviva

Bronagh TwomeyFBDInsurance

Cera WardGoogle

Julie WellsHeineken

Rosita WolfeNationalConcertHall


New Product / New Market Award

Kerry Foods

representedbyBronagh Clarke

TheLowLowbrandhaslongbeentheNo.1brandinhealthiercheeseinIreland,butovertimeitlostrelevanceandmodernityintheeyesofconsumers.Themarketingteamknewthatstrategicinnovationwouldbekeytounlockinggrowthinthemarketplace.ThedevelopmentofLowLowSnackPackscamefrommonthsofco-creation,consumertestingandproductdevelopment.TheSnackPackwasoneofthepropositionsthatwasliterallydrawnbyconsumersinearlyqualitativesessions.ThreevarietiesofSnackPackwerelaunched,andthesehavemadestartlingprogress,exceedingsalestargetshugelyandrepositioningthebrand.

McDonald’s

representedbyClare Lynch

Inordertoarrestadecliningmarket,theMcDonald’smarketingteamknewthatthebusinessneededtodifferentiateandoffernewpremiumproductsatanaffordableprice.Newcoldbeverageswereidentifiedasapotentialgrowtharea.Arigorousresearchandevaluationprocesswasfollowedbyconsumertesting.TheIcedFruitSmoothiesandIcedFrappésrangewaslaunchedwithsupportfromacampaignfocusedonexperientialsamplinganddigitalmarketing.ThelaunchchangedthetrajectoryofMcDonald’sbusiness,andresultedinpositivesalesandguestcountmomentum,stealingshareandgrowingpenetration.

Musgraves

representedbyShane Lynch

Despitesteadyfootfall,SuperValu’sshareofbasketwasdownasmoreconsumerspurchasedownbrandinstore.Themarketingteamdecidedtorevampitspreviouslysuccessful‘Supreme’range.Followinglarge-scaleproducttestingandimprovements,‘SignatureTastes’waslaunchedtocompeteonbothqualityandvalue.WiththesupportofDDFH&Badifferentiatedpositioningwasdevelopedandcommunicatedacrossarangeofmedia,andanin-storeexecutionplanwasimplemented.Thiscreatedsignificantsuccess,deliveringrevenuegrowthaheadoftarget,aswellasimpressiveincreasesacrosskeybrandimagescores.

UPC

representedbyRonan McEvoy

TheUPCmarketingteamsetouttolaunchanextraordinaryTVproductthatwouldcreateanewwayofexperiencingentertainmentathome,resultingintheintroductionoftheconceptofConnectedEntertainmenttotheIrishmarket–effectivelytheconvergenceofTVandInternetononedevice.TheHorizonTVproductistrulydifferent,addressingtangibleconsumerneedsaswellasfutureneedsfromaTVexperiencebasedonextensivecustomerengagementintrialsandresearch.SuccessisevidencedbythehighvolumeuptakeofHorizonTVsincelaunch,withpreferenceatthehighestlevelsincetrackingcommenced.

Valeo Foods

representedbyJames Spillane

Jacob’swaslosingshareinthemostimportantsegmentinthebiscuitscategory,andthemarketingteamrespondedbyinvestigatinghowtobestapproachthechallengethroughconsumerresearchandinsights.TheresponsewasthedevelopmentoftheJacobsJ-O’sbiscuit,whichwasbroughttomarketatspeedbyadedicatedcross-functionalteam,whodeliveredthelaunchfrombusinesscasesign-offtoshelfwithintenweeks.Supportedbytelevision,radioandradiopartnerships,aswellasoutdoor,digitalandin-store,thelaunchwasaphenomenalsuccess.,andisontracktobecomethemostsuccessfulnewproductlaunchinthecategoryforseveralyears.

HEINEKEN Ireland is a wholly owned subsidiary of Heineken NV, the largest international brewer in the world. Based in Cork since 1856, the brewery combines a long and proud brewing tradition with the most up to date technology and innovative marketing, committed to surprising and exciting its

consumers. Heineken® is Ireland’s number 1 selling lager. The Heineken portfolio also includes Coors Light, Amstel, Fosters, Beamish Stout, Murphy’s Irish Stout and a range of speciality beers.

www.heineken.ie

Sponsored by


Foras na Gaeilge is the all-Ireland body which supports and promotes the use of our national language. When deployed with marketing skill, Irish can provide a valuable source of differentiation for companies seeking to set themselves apart from their competition, and tap into the deep well of goodwill and positive

emotion towards the language among consumers. As part of its ongoing campaign, ‘Gnó Means Business’, Foras na Gaeilge offers a range of practical support services to marketing professionals in private sector business.

www.gaeilge.ie/gno

Gradam Gnó as Gaeilge

Abair.ie

representedbyAilbhe Ní Chasaide

Abair.ieisaresearchinitiativebasedinTrinityCollegeDublinwhichisaimedatdevelopingstate-of-the-artspeechtechnologiesandlinguisticresourcesfortheIrishlanguage.ThesetechnologiesarecrucialtoensurethatIrishcanharnesstheenormouspotentialthesemoderndigitaldevelopmentscanoffer.AbairhasproducedaseriesofIrishsyntheticvoices,whicharemadefreelyavailableontheabair.iewebsite.UserscanentertextandhearitspokenaloudinfluentIrish.ThereisagrowingdemandfortheAbairfacilityfrombusinesses,socialnetworksandpublicbodiestargetingtheIrishlanguage.

Associated Newspapers Irl.

representedbySinead Lambe

TheIrishDailyMailadoptedamarketpositioningaimedathelpingthenewspapertogrowinadecliningmarketbypassionatelypromotingitselfasatrulyIrishnewspaper.Theproductionofthe‘Gaschaint’seriesrepresentedacost-effectivemeansofassociatingwithsomethingthatisindisputablyuniqueaboutIreland–theIrishlanguage.Thenewspaperproducedoveramillioncopiesof‘Gaschaint’,anditwaslaunchedwiththesupportofanationalTVadvertisingplanandastrategicPRcampaign.TheseactionshelpedsolidifymarketperceptionsofthenewspaperasIrish,andresultedinasubstantialincreaseinsalesandmarketshare.

Cumann Lúthchleas Gael

representedbyAlan Milton

ThesuccessoftheGAA’sFeachtasnaGaeilge2013underlinesthepositivitythatexiststowardstheIrishlanguageandreaffirmsitsimportancetotheassociation.Crucially,itdidnotfocusexclusivelyaroundCrokePark,butreachedouttotheareaswheretheIrishlanguagehasdeeproots.ItlinkedwithhouseholdnameplayerssuchasMarcÓSé,NeilMcGee,JoeCanningandCiaránKilkenny,underliningthemodernuseoftheIrishlanguageasadailymedium.Postersandvideoscarriedthestatement‘IslinnarfadanGhaeilge,isleatsaíalabhairt’,whichrepresentedanewdepartureandafirstengagementwithplayers.

Irish Wheelchair Association

representedbyAnita Matthews

TheIrishWheelchairAssociationtookanewdirectionin2013withitsAngelCampaignanddevelopedanIrishFunPacktoeducatechildrenondisabilityawarenessinafunandinnovativemanner.TheresponsewassopositivethatitledtoanIrishtravelversion.Whatwasachievedinashortspaceoftimeopensanewareaofmarketingwhichisnewandfullofpotentialallowingthecharitytopromoteitsworkinanovelway.TheinitialreactionhasledtoanincreaseinIrishlanguagemarketingactivityacrosstheboard,andtheuseofIrishhasprovidedanopportunitytotaketheAngelCampaigntothenextlevel.

Three

representedbyJackie Kelliher

Threeoperatesthenationalbroadbandschemetobringbroadbandtoparticularruralareaswhichhavenotyetsecuredinternetaccess.Thisruralinitiativewasveryspecificintargetingparticularareasandcommunities,somethingthathadtobetakenintoconsiderationwhencommunicatingwiththem.Aspartofitsplantodifferentiatethroughitscommunications,ThreedecidedtoimplementtargetedmessaginginIrishincertaingeographies.Combinedwithapromotionalpricingoffer,salesincreasedsignificantlyandalsopostcampaignanalysisdemonstratedthattheapproachtakenachievedcutthroughandapositivereaction.

Sponsored by


CRM / Customer Care Award

Bookassist

representedbyClaire Sawier

Bookassistprovidesdirectbookingsolutionsforhotels.Itsawtheneedtointroducesystemsandtoolstobettermanageclientrelationshipsandtoensureretentioninaprice-drivenmarket.TheCRMsoftwarewastransformedfrombeingasimpledatabasetoafullyfunctioningCRMtool.Anintegratedemailmarketingtoolwasimplementedenablingsegmentstoreceiverelevant,customisedinformation.Aninteractivesurveytool,amarket-specificblog,withsocialmediaforallmarketswereintroduced.ThestrategicdevelopmentoftheCRMtoolenabledBookassisttoofferdifferentiatedservicelevelstocustomersegmentsresultinginsignificantretentiongainsandincreasedefficiencies.

O2

representedbyYvonne Flanagan

O2facedchallengesinmanagingretentionrates,andrespondedbyadoptingamultiprongedapproachtotransformitscarecentreintoaprofitdriverthroughfocusingonCRM.Anewanalyticstoolenabledeachagenttohaveapersonalisedconversationwithcustomers,offeringthembespokeretentionorupselloffers.Newskillstrainingequippedstafftodelivereffectivesalesthroughserviceonthecall.Anewincentivesframeworkforagentsrewardedagentsforhighvalueactions.Thiscomprehensiveapproachresultedinabigincreaseinupsellandrecontractingrevenuesandnumbersofcustomersretained,whilstalsoreducingoveralloperatingcosts.

Topaz Energy

representedbyLouise Murphy

TopazisIreland’slargestfuels/convenienceretailer,andinadditiontovolumedeclines,itschallengesweremadetougherthroughlackingstrongdirectrelationshipswithcustomers.Theteamdecidedtofocustheentirebusinessonbuildingmoresustainable,longtermcustomerrelationshipsthroughthedeploymentofaCRMStrategytofulfiltheTopaz‘that’sbetter’promise.Aftercustomerresearchandbusinesscasedevelopment,Topazlaunched‘PlayorPark’;thefirstevergamifiedLoyaltyProgrammeinEurope.Thisinnovativeapproachofferedcustomersarewardingandfunexperience.Ithasresultedinsignificantcustomerfeedbackandcommercialresultsforthebusiness.

Toyota

representedbyMichael Gaynor

Thecarmarkethasbeenindeclineinrecenttimesandcompetitionhasbeenintense.Toyotarespondedwithaloyaltystrategytomakecustomersfeelmoreconnectedtothebrand.WiththehelpofJavelin,ToyotaTLCwascreated;amultilayeredonandofflineloyaltyprogrammedeliveredthrougharangeofmediaincludingezines,sms,phoneanddirectmail.Targetaudienceswereanalysedandsegmentedandarecruitmentdrivecommenced.TLCmembershavealreadydemonstratedhigherpropensitytorepurchasethannon-members,andahighpercentagesaythattheyfeelclosertoToyotaasaresultofTLC.Theprogrammeisbeingrefinedonanon-goingbasis.

UPC

representedbyFionnuala Tohill

WhenUPClaunchedHorizon,anewexperienceinentertainmentwasborn,andthecompanywantedtoensurecustomersweregettingthebestoutoftheirservicesbyguidingthemthroughthefirstmonthoftheirHorizonjourney.TheCustomerCommunicationsteamdevelopedanddeliveredanOn-Boardingprogrammeviaemailtoensurecustomershaveeverythingattheirfingertipstoenjoyanextraordinaryexperience,andtonurtureastrongrelationshipwithcustomersfromtheoutsetbyengagingthemandprovidinghelpfulinformation.TheOn-BoardingprogrammehassuccessfullydeliveredhighercustomerengagementandsatisfactionscoreandwillberolledouttoothercustomersegmentsinUPC.

Aviva Insurance Limited is part of Aviva plc, which provides insurance, savings and investment products around the world. It is one of Europe’s leading providers of life and general insurance. Aviva combines strong life insurance, general insurance and asset management businesses under

one powerful brand. It is committed to serving customers well in order to build a stronger, sustainable business, which makes a positive contribution to society, and for which its people are proud to work.

www.aviva.ie

Sponsored by


Meteor is a wholly-owned subsidiary of eircom, and is the only Irish owned mobile network. Meteor aims to bring the benefits of real competition to the Irish mobile market, offering 99% population coverage on pay as you go and billpay for customers. The company was first in Ireland to launch high speed 4G mobile

broadband in 2013. Now available in Dublin, Carlow, Cork, Limerick, Galway and Athlone, Meteor will continue its 4G expansion in 2014, and eircom will invest €350 million in the coming five years on improved 3G and 4G services.

www.meteor.ie

Brand Campaign Award

Sponsored by

Britvic Ireland

representedbyStephen Cramp

TheClubOrangebrandistheno.1citrusdrinkintheIrishmarket,butitwassufferingfromaseriesofchallengesin2013,includingdecliningsales.ThemarketingteamrespondedwithTheWingmancampaign,seekingtore-stagetheClubbrandtoconnectwiththecoreyoungmaletargetaudience.ThenewClubPassionlimitededitiondrinkwaslaunchedaspartofthecampaignvisiontodisruptthenormandmakesoftdrinksmoreinteresting.Subsequently,theRonBurgundyAnchormancharacterwasfeaturedonpack.ThiscampaignledtoClubachievingitshighestmarketshareinoverthreeyears.

Coca-Cola Ireland

representedbyAoife Nagle

Coca-ColaisIreland’sNo.1fmcgbrand.In2013ittappedintoaglobaltrendofpersonalisationandforthefirsttimereplaceditsiconicCoca-Colalogowiththetop150IrishnamesacrossallofIreland.Bycreatingasimplechangetopackaging,thebrandmadeitsteenagertargetmarketsegmentcentraltothecampaign.ThiswassupportedwithATL,experientialsampling,digitalPRandin-storepromotions.Thecampaigndroveasubstantialincreaseinvolumesalesandmarketshare.Thelocalmarkettailoringprovedtobeengagingfortheaudienceanditachievedmassivecampaignrecognition.

Lidl Ireland

representedbyMatthias Wenk

HavinggrownrapidlysinceopeninginIreland,Lidlfacedlimitationsonfurtherexpansion.Thekeybusinesschallengedrivingitsmarketingstrategywastocreateamorebrand-ledapproach;tocommunicateitson-goingworkwithIrishsuppliersandtodriveaffinitysothatmoreconsumerschoosetoshopmoreatLidl.WiththeassistanceofcolleaguesatChemistry,anewbrandcampaignwascreatedtoswitchawayfromprice-ledpromotiontoonewhichwouldhelpthebrandtakeonnewmeaningandrelevance,anddelivergrowththroughincreasedconsumerdemand.ThisrepositioninghasledtheLidlbrandawayfromstagnationintohealthgrowth.

LloydsPharmacy

representedbyEmily Kelly

LloydsPharmacyfacedabrandingchallenginginestablishingitscredentialsafteranamechange.Therewasarequirementtoreassurecustomersaboutthecontinuityofvaluesandservice,whilealsoexperiencingnewandexcitinginnovations.Theresultingbrandcampaignwasthebiggesteverundertakenbythecompany,withthesupportofAMP Visual,anditwasexecutedacrossarangeofmediaincludingtelevision,digital,pressandradio.Bymakingthecampaignfun,innovativeandhonest,bothstaffandconsumerswereengaged,andahighdegreeofacceptancewasachieved.Theresultsincludedamajorrevenueupliftaswellasanincreaseinfranchiseinterest.

Zurich

representedbyElaine Fitzpatrick

Zurichsoughtafreshapproachtobrandcommunicationsthatwouldpositionthecompanyclearlyasathoughtleaderandchampionoffinancialplanning.Italsowishedtoincreaseitsemotionalbrandattributescoresinordertogenerateacloserbondwithcustomers.Followingextensiveconsultation,consumerresearchandbehaviouralanalysis,the“Dear30yearoldme…”conceptwascreatedforZurichbytheteamatJavelin.Theideaformedthebasisofanextensivebrandcampaignforthe2013pensionseason,whichsawZurichsuccessfullydifferentiatedfromthecompetition,andwhichdeliveredaverysignificantreturnoninvestment.


Direct Marketing Award

BT Ireland

representedbyGillian Chamberlain

BTIrelandsoughttostrengthenitsfootholdincontactcentresolutions,andwiththeexpertassistanceofJavelin,aplanwasdevelopedtotargetelusiveboardlevelexecutivesinthatsector.Theultimateobjectivewasofcoursesalesrevenues.Workingontheinsightthatseniormanagementhadapainpointaroundthepaceofchangeincustomerneeds,the‘ChameleonCustomer’creativeplacedMarioRosenstockonpersonalisedvideoembeddedintoDirectMail(thefirsttimethishasbeendoneinIrelandasapieceoftechnology).Theresponsewasunprecedentedleadingtoaqualifiedopportunitypipelineofseveralmillioneuro.

Musgraves

representedbyMary Shannon

SuperValusoughttoconsolidateitsvaluecredentialsbyrampingupconsumerengagementintheRealRewardsloyaltyprogrammeonamoredirect,personalandcommerciallevel.Theopportunitywastocultivatevalue,spendandloyalty,anddirectresponsemechanismswereselectedtoenhancetherelationship.WiththesupportofIgnition,seriesofhighvolumecommunicationswaslaunched,withacomplexmixofofferstailoredtothecustomerprofiles.TheactivityexploitedRealRewardsdatatoitstruecreativepotential.Datadovetailedwithengagingcopy.TheresultsledtoSuperValuemergingastheclearwinnerofthebattlefortheChristmastrade.

Neopost Ireland

representedbyKaren Kavanagh

NeopostIrelandlauncheditscompetitoracquisitionprogramwithonemainobjective–togrowmarketshare.Currentlynumber2intheIrishmarket,Neopostcompetesinaverycompetitivemarket.Throughtheuseofdirectmail,customersofcompetitorsweretargetedusingahighlypersonalisedapproachthatappealedtotheaudienceacrossfourkeyUSPsthatdifferentiatedNeopostintheIrishmarket.Theprogramgeneratedasignificantupliftincompetitoracquisitions–amajorsliceofthetargetaudienceswitchedtoNeopostasaresultofthecampaign.Fromareasonablysmallbutcleverlyexecutedinvestment,thecampaignyieldedamajorupliftincustomeracquisitions.

O2

representedbyAndrew Boland

O2hadseenadeclineinitsprepaymarketshare,customerbaseandrevenues.TheBTLteam,withtheassistanceofRR Donnelly,focusedondevelopinganinsight-driven,highlysegmentedstrategytosupportthepropositionacrossallchannels.TheFreedomcampaignspanned8monthsanddeliveredmanyfirstsforO2.Thisincludedcomplexmicro-segmentationandinnovativecreativethatmaximizedeachmomentoftruthwiththecustomerbaseacrosseverycommunicationchannel.Thestrategydeliveredgreatresults,turningaroundtheperformanceoftheprepaybase,migratingtargetedcustomersontonewpriceplans,stabilisingrevenuesandreducingcustomerchurnbyasignificantfigure.

Sky Ireland

representedbySephora Jinks

Toaddressstaticresponseratesandincreasingcosts,Skydevelopedanewdoordropformat.WiththesupportofSapient Nitroandusingfeedbackfromresearch,thenewlookwasmadetolookmorepersonalandfeelmoreengaging,usingnewformatswhichmadeitlookmorelikeanaddressedDMpack.ThenewdesignandmessaginghelpedtoovercomebarrierstojoiningSky,inparticulararoundvalueformoneyandrelevanceintheIrishmarket.ThecreativeplayedtoSky’sstrengthssuchascontentandquality.Thenewreaderfriendlylayouthelpedthepackoutperformitslong-standingpredecessorintermsofthenumberofcallsgenerated,thequalityofcallsandtheoverallCPR.

With over 330 stations across the country, Topaz is Ireland’s largest fuel and convenience brand, and it is growing each year. Topaz are committed to change for the better, where standards in service, convenience and quality, alongside responsibility to the environment, are paramount.

Topaz. That’s better. The business strives to do better for customers by delivering world class service and standards. It aims to provide exceptional service and innovative products that make peoples’ lives easier.

www.topaz.ie

Sponsored by


Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analysis that directly impacts client success. With offices across the globe, Mintel has forged a unique reputation as a world-renowned

business brand. Mintel Ireland is dedicated to providing Irish companies with both local and global insight. Its high quality data, meaningful analysis and actionable recommendations help clients identify opportunities and gain inspiration for future business growth.www.mintel.com

Market Research Award

Aldi Stores Ireland

representedbyEadaoin Keane

Alditackledalowawarenesslevelofthequalityandsourcingofthestoresfreshmeatproductwhichwasleadingtopoorperformanceinthecategory.ResearchwasconductedbyMcCann Manchestertounderstandtheconsumerview.Theapproachspokedirectlytoconsumersviaqualitative‘deepdives’andquantitativestudiesbutalsoindirectlyusingsemioticstogetdeeperunderstandingofthe‘unsaid’andemotiveaspects.Thisimmersiveapproachdevelopeda‘roadmap’ofkeyinsightswhichwereusedtocreateabrandcampaign,andthe‘100%IrishFreshMeat’communicationscampaignwaslaunched.Thissawasignificantupliftinmarketshareandsales.

Aviva Health Insurance

representedbyPauline Murnin

Aviva’sresearch,conductedbyRed C,hasguideditsstrategy,demonstratinghowresearchinsightscandrivebusiness.Thishasledtochangesinproducts,customerconversationsandcommunications.Thecodificationofcustomerneedsandprofilingofmarketgroupsunlockedacustomer-centricstrategythatimpactedallaspectsofthebusiness.ItledtoasuiteofnewproductplansundertheFocusbannertargetedatspecificneedsgroups,developmentofacross-mediacampaigntargetingspecificneeds,andchangingcustomerconversationsatacallcentreleveltofocusonneeds.Thisresultedinhigherenquirylevelsandanupliftinsalesperformance.

Heineken

representedbyLouise Fitzpatrick

HeinekenIrelandwishedtoshifttheperceptionofTigerBeerasadiscountedbrandintoasuperpremiumlagerwithanemotivestorytotell.EngagingOrchard Brand Planning,collaborativemarketresearchtechniquesweredeployedtohelpplantherepositioningofthebrand.Culturewalkabouts,consumerco-creation,unusualrecruitmenttechniquesandclientcollaborationallhelpedfindanewpositioningforthebrand.Thisledtothedevelopmentofthebrand’s‘FollowYourInstinct’campaignwhichincludedTiger’sfirsteverlocallydevelopedTVCandTTLassets.Thisresultedinasalesupliftatapricepremium,andinspiredtheTigerGlobalteamtoleveragetheIrishpositioningglobally.

JCDecaux

representedbyTony O’Flanagan

JCDecauxpartneredwithBehaviour & Attitudestomeasuretheeffectivenessoflargeformatoutdoorcampaigns,buildingpreviouslyunknownbrands,anddrivingqualityaudiencesonline.Atestcampaignwasdeveloped,anduniquelythemediaplanningandcreativecontentofthecampaignbecameanintegralpartofthemethodologydesign,alongwitharangeofbothtraditionalanddigitalresearchsolutions.TheresearchhashadafundamentalimpactontheJCDecauxbusiness,increasingwebsitetrafficandsubsequentbusinessopportunities,promptingachangeinbusinesssalesstrategies,andultimatelycontributingtoanincreaseinlargeformatoutdoorspend.

Lidl Ireland

representedbyMatthias Wenk

In2013Lidlplannedasignificantnewadvertisingcampaign:LidlBrandChallenge.CentraltothecampaignwouldbethebenchmarktestingofLidlcoreownbrandsversuscategoryleadingcompetitors.Coyne ResearchwascommissionedbyLidltomanagethelargestproducttesteverconductedinIreland–encompassingover60categoriesinan8weekperiod.Aquantitativeresearchstudywasconductedintheformofin-homenon-foodproducttrialsandoutofhomefoodproducthalltests.OutrightbrandpreferenceresultsfedintothedevelopmentofaBrandChallengecampaigncreative.ThecampaignprovedtobeaphenomenalcommercialsuccessforLidl.

Sponsored by


eCommerce Award

123.ie

representedbyMichelle Sheehan

Being‘dot.ie’123.ie’sstrategyisbuiltuponeCommerce,anddigitalexcellenceisakeygoalforthebusiness.Themarketingteamreactedquicklytothemostrecentchangesinonlinebehaviour,andadynamicnewwebsitewaslaunchedusingresponsivewebdesign,aimedatprovidinganagile,seamlesscustomerjourneyfromprospectingthroughtopurchaseregardlessofdevice.Everystepoftheprocesswassimplified,andLiveChatwasadded.Thebusinesshasseenseriousupliftsinengagementandconversionrates,withtheimplementationofafullyresponsivecustomerjourneyfromprospecttopurchase.

Glanbia

representedbyAmanda Ryan

Themilkmanisinasenseaforgotteniconofthepast,butheisnowleadingthewayinthedevelopmentofane-commerceproject.Followingastrategicreviewofitsmilkmanservice,Glanbialaunched‘mymilkman.ie’.Thise-commerceplatformcapitalisesonthegrowthinon-linegroceryretailing,whilecapturingtheessenceofwhatmadethemilkmanpopularinthefirstplace.Thenewsystemisalreadyrevolutionisinghowthemilkmen,Glanbiaandtheconsumerdobusiness.Consumerscanpayonlineandchangeordersupto9pmthenightbefore.Somemilkmenhaveseena30%growthintheirbusiness.

Musgraves

representedbyCaroline Walsh

SuperValudevelopedaneCommerceprogrammebasedontheinsightthatconsumerschoosetospendwithbrandsthatprovideflexibleandpersonalisedexperiences.Itsstrategywastodriveadditionalsalesonlineandencourageincrementalspendinstore.Despitethecomplexitiesinaretailpartnershipmodel,Musgraveshavecreatedastrongconsumerproposition,andhaveaddedinnovationwith‘drive-through’shopping,and‘clickandcollect’,aswellasdevelopingthefirstgroceryshoppingappinIreland.Thebusinesshasmorethandoubleditsonlinebusinessandhasdrivenuptheaveragebasketvalueofonlineshoppers.

O2 Media

representedbyBrian D’Arcy

Withmobilephonesbecominganintegralpartofdailylife,thisdeviceisperfectlypositionedtofacilitateecommerce,orrather,m-commerce.O2Mediasetouttocreatenewincomestreamsfromm-commercebyofferingconsumersameansofpayingforitemsthroughtheirO2prepayphonecreditorpost-payaccount.Withthe‘DirecttoBill’proposition,O2Mediahavetakenonlinepaymentstoanewlevel,enablingits1.7millioncustomersbuylowvaluegoodsandservicesfromthirdpartymerchants.Thispaymentsolutionaimstomakethepurchasejourneyeasy,secureandprofitable.

The National Lottery

representedbyRonan Leech

TheNationalLotterymarketingteamwasdissatisfiedwithitsofferingtosmartphoneusers,whichwascumbersomeandledtounsatisfactorydropoffrates.Inordertoturnthissituationaround,andreconcilethebrandpromiseandthebrandexperience,thewholemobileexperiencewasre-imagined,andabestpracticeeCommercemodelwasdeployed.WorkingwithcolleaguesatMcCann Blue,anewmobileinterfacewasdeveloped,easiertousethanadesktop,alongwithawholerangeofenhancements.Theresultwasdouble-digitgrowthinLotterymobiletransactions,andmobilebecamethemaindriverofonlineplayandinteraction.

Sponsored by

Google’s EMEA headquarters in Dublin is its largest office outside the US, employing over 2500 staff making the company one of the largest employers in the city. Google’s team of more than 1600 business people specialises in online sales and operations expansion for companies in over 55 countries across EMEA,

operating in more than 45 languages to drive sales, advertising and publishing online and help businesses of all sizes to be successful in the global online marketplace. In 2012 Google launched a dedicated Irish sales team.

www.google.ie


RTÉ Media Sales is the brand name representing all of the Commercial Departments in RTÉ across Television, Radio, Digital & Print. Whatever the medium, RTÉ Media Sales can provide its marketers with an effective campaign solution to meet any needs.

www.rte.ie/mediasales

Sponsorship Management Award

Bord Gáis Energy

representedbyIrene Gowing

In2013BordGáisEnergyidentifiedtheirsponsorshipoftheGAAHurlingU-21Championshipasanopportunitytoengagewithconsumers,particularlyoutsideofDublin,andgrowcustomeraffinity.WorkingwiththeirpartnersinPembroke Communications,theactivationwasaimedatextendingthereachofthesponsorshipandputtingBordGáisEnergycustomersattheheartoftheaction.TheresultoftheactionstakenincludedthehighesteverreachscorefortheU-21Championship,increasedaffinityamongcustomersandthemostsuccessfulyeareverfortheBordGáisEnergyGAAHurlingU-21Championship.

Heineken

representedbyKarl Donnelly

TheteamatHeinekenunderstoodthatsponsorshipcanbedifficulttogetrightforbrands,andthereistheconstantquestionaroundthedegreetowhichthesponsorshipbuildsthebrandandcontributestothebottomlinecommercially.WorkingwithRothco,Heinekenconsideredcarefullywhattheyneededtheirrugbysponsorshiptodo,astheyknewthesuccessofthesponsorshipcampaigndependedontheirdeepunderstandingofthesport,thefananditsownrelevanceasabrand.Theresultsofthesponsorshipactivationshowedimprovementsinclosenesstothebrand,consideration,returnoninvestmentandincreasedvolume.

Kellogg’s Ireland

representedbyAideen Mulligan

Kellogg’swishedtoraiseawarenessoftheirsponsorshipofGAACúlCamps,andtohaveafreshapproachtothepartnership.Thecampaignwasacross-agencycollaborationwithMCsquaredandCarat.Themainelementsincludedconsumerresearch,anationalPRlaunch,radiopromotions,liveevents,editorialsandcompetitions.Alsotherewasahighlytargeteddigitalpresence.APRcampaignprovidedover48millionopportunitiesforIrishpeopletoengagewithkeybrandmessages.Over80,000childrentookpartintheKellogg’sGAACúlCampsin2013.TheCornFlakesandRiceKrispiesbrandsgrewvolumeandvalue,andbothbrandsincreasedbrandfrequency.

Liberty Insurance

representedbyJohn Coffey

LibertyInsurance’sground-breakingsponsorshipunitedIreland’stwooldestfieldsportsundertheonesponsorforthefirsttimeinIrishhistory.ThestrategicapproachofpositioningHurlingandCamogieonanequalplatform,andthecommitmenttojointlysponsorboth,helpeddeliveradistinctive,fullyintegrated360°sponsorshipacrossmultipleconsumertouchpoints,drivingbrandaffinityandgrowinginsurancequotesandsales.Withinashorttime,LibertyInsurancecutthroughwithanoriginalandinnovativesponsorship,buildingengagementacrossconsumers,employees,GAAfans&clubs,keystakeholdersandcommercialbusinesspartners.

Musgraves

representedbyNiamh Scally

SuperValu,liketheGAA,liesattheheartofIrishcommunities.Theretailerbelievesinthepoweroflocal,andseekstocelebrateitssponsorshipoftheFootballChampionshipbygivingbacktothecommunitiesinwhichitoperates.Aspartofthesponsorshipactivation,€25,000ofinvestmentwentdirectlyintolocalGAAclubsinvariouspartsofthecountry.Thecompetitionforfundingcreatedacompellingconversationbetweenclubmembersandretailersontheimportanceoftheirrespectiveefforts.ByyearendSuperValuwasthetopperformingmultipleovertheall-importantChristmastradingperiod,anditsmarketsharesawanuplift.

Sponsored by


Public Relations Campaign Award

Fáilte Ireland

representedbyAine Kavanagh

FáilteIrelandhassuccessfullyreassessedthehomeholidaybypromotingthediverserangeofactivitiesforalldemographicsthroughaseriesofliveaction,highenergycampaigns.Itfacedanewchallengefromgovernmentin2013todeliver‘TheGathering’,whilestillmeetingitsremittopromoteHomeHolidaysandencouragethedomesticmarkettoholidayathome.ItwasessentialthatthehomeholidayPRcampaignin2013wouldfullyleveragetheGatheringinitiativeandeventcalendarwhilesupplementingotheractivitiesdrivingdomestichomeholidays.WorkingwithQ4PR,theresultwasaverysuccessfulcampaignthatoverdeliveredonalltargetsset.

Laya Healthcare

representedbyLorraine Walsh

LayaHealthcarelaunchedtheinnovative‘BigScreen’campaign,thebiggestfreecardiacscreening,pledging€100,000worthoffreecardiacscreeningtosportsandsocialclubsacrossIreland.Thisprovidedvitalandpotentiallylife-savingscreeningstohelpdetectunderlyingconditionsthatcanleadtoSuddenAdultDeathSyndrome(SADS).BydrivingawarenessthroughaPRcampaign,LayascreenedhundredsofclubmembersacrossIreland,andeducatedthepublicontheriskofSADS,andreceivedsignificantpressandbroadcastcoverage.Thecampaign,supportedbyH+A Marketing+PRfeaturedonallmarketingmaterialstoencourageengagementonsocialmediaplatforms.

Mars Ireland

representedbyOrlaith Fortune

M&M’sisMars’flagshipyouthbrandthatwasintroducedtoIrelandin1986.TheMarsIreland‘KissMe,I’mIrish’PRinitiativewasanationwidesearchtofindMs.GreenanIrishsweetheartforIreland’snationalholiday,St.Patrick’sDay.ThecampaignsoughttobringMs.Greentolifeandcementhercelebritystatusinacreativeandexperientialmanner.ThePRcampaign,supportedbyEdelman,helpedcreatethebiggesteverbrandplatformforM&M’s,doublingpenetrationandgrowingthecategory,securingcoverageinkeynationalandregionalmediaoutlets,andmovingthebrandtobecomeoneofthetopchocolatebrandsinthecategory.

Mondelez

representedbySandra Gahan

ThePRcampaignaroundthe‘OrlaKielyforKencoMillicano’ideaprovidedtheopportunitytostandwellabovecompetitorbrands.Thecollaborationtickedalltherightboxesintermsbuildingawarenessandloyaltyforthebrand,engagingwiththeconsumerinanexcitingwayandprovidingtheretailerwithapromotionnotseenbeforeinthecoffeeaisle.TheinnovativeapproachtooktheKencoMillicanobrandoutsideitsnormalcomfortzoneandthesignificantPRactivation,supportedbyH+A Marketing+PRengagedwithconsumersresultinginthebrandcatapultingtotheNumber1positionanditsvalueshareachievingthehighestlevelsinceproductlaunch.

Newstalk

representedbyEmma Gavagan

NewstalklaunchedaPRcampaigntoachievenationwidebrandawarenessofthePatKennymovetoNewstalk,whichwasoneofthemostnotablemovesinIrishbroadcastinghistory,andthereturnofIvanYatestotheBreakfastshow.TheactivationachievedamassivePRvalue,determinedbyindependentevaluation.HundredsofpressarticlesandextensivebroadcastmediacoverageensuredalongreachandJNLRresultsshowthatthePatKenny‘MovetheDial’campaignachievedthemarketingobjectives.ThePRcampaign,supportedbyFleishman Hillard,hashelpedNewstalkachieveanincreasedmarketshareandPatKenny’sdailylistenershipmetrichasperformedverystrongly.

Sponsored by

IRS+ is a dynamic, innovative centralised media sales and marketing bureau, serving independent local and national, broadcast and digital media channels. For media owners IRS+ offers promotion, sales and representation to agencies, creative, media specialists and direct clients. For advertisers

and their agencies, IRS+ plus offers a range of off-the-shelf and bespoke packages targeting specific demographics at local and national level. A range of national packages are available through 21 local radio stations across Ireland.

www.irsplus.ie


Sony Mobile Communications is a subsidiary of the Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. Sony is uniquely positioned to be the leading electronics and entertainment company in the

world. Through its Xperia™ smartphone and tablet portfolio, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony’s world of networked entertainment experiences.

www.sonymobile.com

Mobile Marketing Award

Arnotts

representedbyJosh Whelan

ArnottslauncheditsfirstmobileappaspartoftheChristmas2013onlinemarketingplan,anditconsistedofa1400productgiftguide,a25dayadventcalendarwithfreedailygifts,adailybrandcompetitionandculminatedwithoneuserwinningashoppingspree.Taskedwithdrivingshoppersin-storeduringthiskeyretailtradingperiod,theArnottsGiftAppcampaigntransitionedthestorefromaprintedChristmascataloguetoanonlinealternative.Thecampaign,supportedbyPúcalinkedtosocialmediaengagementtools,atargetedSMScampaignwasimplementedandavarietyofonlineinitiativeswerelaunchedinsupport.

Audi Ireland

representedbyKevin Dunne

AudiIrelandhadasignificantcustomerorderbanktoachieveforthestartofJanuary2014,andthemarketingteamrananumberofFutureNowTestDriveSalesEventsinconjunctionwithAudidealersaroundthecountry.As50%ofnewcarbuyersconductresearchontheirsmartphone,itwasdecidedtofocusonthischanneltodriveawareness.Todrivefootfallandencourageattendance,locationbasedserviceswereusedtoreacha20-mileradiusofeventlocations,withtargetedconsumersreceivingamessageadvertisingtheevent.MediacomsupportedAudionthiscampaign.Thereturnoninvestmentinthiscampaignwasexcellent.

Heineken

representedbyJohn O’Callaghan

MobileengagementwasseenbytheHeinekenmarketingteamasofferinguniquepossibilities,andtheyprovedthisbyhypertargetingthroughmobileandgrowingaspecificdesiredaudiencebasedontheinterestofyoungmaleconsumersingamingandreward.Beingactiveinthehandsofover55,000ofthedesiredtargetdemographic,gettingthemtospendanaverageof26minuteswiththebrandandinfluencingtheirchoiceofdrinkintheonandofftradechannelsissomethingthatonlyamobileplatformcouldenable.CKSKworkedwithHeinekenonthecampaign.Thestrongresultsofthiscampaignplacesmobileatthecoreofthebrand’sstrategy.

O2 Media

representedbyGemma Corbett

2013wasO2Media’ssecondfullyearoftradingandinthisperioditinvestedsignificantlyinmobilemarketingtechnology,helpingmanyIrishbusinessestakeasuccessfulfirststepintotheworldofmobilemarketing.Inthecourseof2013,mobilemarketingdeliveredsignificantbottomlineincomegrowthforO2,thecustomerbasewasbroadened,mobileserviceswereextended,andthefirm’sunderstandingofIrishconsumersresponsivenesstomobilemediawasdeepened.Revenuegrowthtargetswereexceededandcustomerloyaltyincreased.O2Mediahasmaintaineditsmarketleadershippositionandhasexpandeditstechnologyandproductrange.

RTÉ Digital Sales

representedbyKen Nugent

RTÉDigitalSalesoffersmobilerichmediaadvertisingsolutions,includingaselectionofinnovativeadformatsprovidingclientswithgreaterchoiceandmoreengagementwithtargetaudiences.ThisinitiativeispartofRTÉ’sdigitalstrategytoofferattractivesolutionstobothadvertisersandconsumers.Thispropositionoffersbrandsanopportunitytosetthemselvesapartfromcompetitorsandunderstandtheoptimalfeatures,formatsandstrategiesformobile.Thesegroundbreakingrichmediaadformatsaredrivingbrandengagementandloyaltyandalsoincreaseddirectactionssuchasappdownloads,salesbrochurerequests,leadgenerationanddirectsales.

Sponsored by


International Marketing Award

Horseware Ireland

representedbyValerie Kennedy

HorsewareIrelandisaleadingglobalsupplierofhighqualityhorseblankets,andtheUSmarketisanimportantexportmarketofferinggrowthopportunities,particularlyinthepremiummarket.Themarketingteamdesignedaninternationalmarketingcampaigntotacklethesubstantialseasonalopportunityinautumn/winter.AnexistingTrade-Incampaignwasoverhauledwithastrongfocusonrevenueandcontributiontargets.Theexecutionofacomprehensiveconsumerandtradeplanensuredthecampaignover-delivereditsobjectives.Thepositiveimpactonconsumerdemandlastedbeyondthenormalseasondates,tothepointthatallstockssoldout.

Irish Dairy Board

representedbyKevin Friel

Themeadowmilkcampaignwasthefirstgloballyco-ordinatedcommunicationscampaigninitiatedbyIDB.Theactivitiesexecutedin2013werethefirstphaseinanongoingbattletowintheheartsandmindsofconsumersinthemarketsaroundtheworld.IDBispitchedagainstglobalgiantsinthedairyfieldwhohavelargerresourcesattheirdisposal.However,themarketingteamatIDBleveragedIreland’suniquestoryandbytellingitinamorecompelling,emotionalmannerusingnewmediatoensurethatwhenconsumersthinkaboutgreattastingdairyproducts,Kerrygoldistopofmind.

Openet

representedbyOisin O’Connor

Inatelecomssoftwareindustrydominatedbyhugemultinationals,Openetneededtocost-effectivelygainmarketshareandbrandrecognition.Theteamputtogetheracontent-drivencampaignthatbothenticednewcustomerleadsandengagedindustryanalysts.Withasurveyofoperatorsfromaroundtheworldandalivewebinarleadingthecampaign,Openetsuccessfullygrewitscustomerleadswhilstalsogainingtractionamongstanalystsasathoughtleaderintheindustry.Withincreasedbrandrecognition,agrowingsalespipeline,andamajorEuropeanoperatoralreadyonboardasacustomer,thiscampaignachieveditskeygoalswithinbudgetandontime.

Riverdream Productions

representedbyMary O’Donnell

Inthisfirstofitskindinternationalmarketingcampaignreachingaglobalaudience,theHeartbeatofHomeonlinetalentsearchbroughttheprocessofcreatingamulticulturaldanceshowtoaworldaudience.Itopenedtheauditionprocessforthefirsttimetoalldancersworldwide,withthefinalauditioneesbecomingapartoftheshowitself.WiththesupportofImage Now,thecampaigncreatedaninformedandengagedinternationalaudiencefromazeroknowledgestartingpointwithminimalmarketingspendandacompletelyorganicsocialpush.Thewebtravelsacrossbordersandboundariesandisthebesttoolforglobalmarketing.

Tourism Ireland

representedbyMark Henry

TourismIreland’schallengewastopromote“TheGatheringIreland2013”overseas,andtohighlightthemajoreventsthathadtourismpotential.TVandprintwereusedtoreach200millionconsumersabroad.Aninnovativedigitalstrategyhighlightedreasonstovisit,matchedeventstothepassionsoftargetconsumers,anddroveengagementwiththeseeventstoachieveconver-sion.Thecampaigndroveawarenessamongst4millionBritons,3millionGermans,1.3millionFrenchandtwo-thirdsofamilliontravellingAmericans.469,000additionaltouristsvisitedin2013,contributinganadditional€260milliontotheeconomy,exceedingtargetsandgrowingglobalmarketshare.

Located in the heart of the capital, Dublin Institute of Technology is Ireland’s largest marketing educator. DIT combines the academic quality of a traditional university with career-focussed learning, discovery and the application of knowledge. DIT and The Marketing Institute have joined

forces to create and offer several leading-edge postgraduate qualifications, the latest of which is the innovative new MSc in Digital Marketing and Analytics, which is currently recruiting for the September intake. www.dit.ie/marketing

Sponsored by


Edelman is the world’s largest Public Relations firm, with 67 offices and more than 4,800 employees worldwide. Edelman Ireland delivers award-winning campaigns in media old and new producing tangible, measurable results for your business. We provide strategic thinking and deliver high-impact campaigns –

across the full spectrum of communications. Edelman understands the constantly shifting communications landscape. We provide pioneer thinking in everything we do and our brave campaigns are rooted in strategy which impact across all stakeholder groups.www.edelman.ie

Marketing Innovation Award

McDonald’s

representedbyRuth Kenneally

McDonaldsEurosaverisanestablishedsub-brandforMcDonald’sbutduetocompetitivepressureandcoreaudiencescuttingbackoneatingout,saleswereindecline.Themarketingteamsetouttoincreasevisitfrequencyandsales,andprofiledthecoreEurosaverconsumertogainanunderstandingoftheirmindset,lifestyleandhabitsandtoestablishastrongerconnectionwiththem.Theresultwasthedevelopmentof#eurosaverLIVE,abespokegigheadliningTinchyStryder,thatpresentedanopportunitytoimmersecustomersintouniquecontentthatresonatedwiththem.Thisinitiativecreatedastrongupliftinbrandengagementandsalesrevenues.

O2

representedbyTerri Harcourt

Withthe‘TheO2BigAdforaSmallBusiness’campaign,theO2marketingteamdeliveredaninnovativecampaign,demonstratingO2’sbeliefinsmallbusinessesinIreland.O2effectivelyshareditsstoresanditsbrandambassador,BrianO’Driscoll,withsomeofitssmallestcustomers.O2askedSMEstoenteracompetitiontohaveanadvertmadeforthem,featuringBrianO’Driscollpromotingtheircompany.Thewinner,MidlandTravel,hadanadcreatedandproducedforthemforYouTube,receivinghundredsofthousandsofviews,andthecampaigninvolvedRadio,DigitalandPR.ThisinitiativefirmlyestablishedO2amongSMEs.

RTÉ Digital Sales

representedbyKen Nugent

ThemarketingpeopleatRTÉDigitalSalessoughttousetheRTÉPlayertoleverageinteractivevideoadformatssoastoprovideadvertiserswithacreativeandcompellingwaytoconnectwiththeiraudiences.Threenewformatswereintroduced.FullScreenwouldinvitetheusertointeractthroughasimplecalltoaction,AdControlBarwouldallowtheusertoengageinmultipleways,andOn-Pausewouldremainonscreenuntiltheuserresumesplayorexits.Eachwasaimedatprovidinganengagingbrandexperienceandincreasingtheusersdwelltime,therebyextendingthelifeofanadcampaign.

The Irish Times

representedbyDoireann Sweeney

TheIrishTimesmarketingteamintroducedasportspodcast“SecondCaptains”toirishtimes.com,whichstartedproducingworldclassradiocontentspecificallyforanonlineaudience,afirstamongmediaoutletsinIreland.Themulti-awardwinningsportsteamjoinedTheIrishTimestoproducefourshowsaweek.SecondCaptainswasahugesuccess,withseveralmillionplays,evenattractinglistenersfromacrosstheworld.Ithasalsobeensuccessfulinattractinganewer,youngeraudience.ThisinitiativehasaddedtothereputationofTheIrishTimesforbeingattheforefrontofthemostinformedanalysisofnationalandinternationalsportingissues.

UPC

representedbyClodagh Strahan

TheUPCmarketingteamsetouttolaunchaninnovativenewproductthatwouldcreateanewwayofexperiencingentertainmentathome,resultingintheintroductionoftheconceptofConnectedEntertainmenttotheIrishmarket-effectivelytheconvergenceofTVandInternetononedevice.TheHorizonTVproductisdifferent,addressingconsumerneedsaswellasfutureneedsfromaTVexperiencebasedonextensivecustomerengagementintrialsandresearch.SuccessisevidencedbythehighuptakeofHorizonTVsincelaunch,withpreferenceatthehighestlevelsincetrackingcommenced.

Sponsored by


BMW Ireland

representedbySheena McKeon

Duringchallengingmarketconditions,themarketingteamatBMWIrelandsetouttodeployanintegratedmarketingcampaignthatwouldpromptconsumerstoconsiderbuyinganewBMW.WorkingwiththesupportofcolleaguesatChemistry,theresultwasthe‘UltimateSummer’campaign,whichinvolvedthecompellingcommunicationofanoverarchingpropositionframeworkwitharangeofspecialoffers.ThisintegratedTTLcampaignaimedatstimulatingdemandandengagedbothdealersandconsumers.TherewasamajorspikeinsalesduringthecampaignandthishelpedliftBMW’smarketsharerisetooneofitshighesteverachievements.

Bord Gáis Energy

representedbyDermot Mulligan

BGEfacedintensecompetitionintheresidentialelectricitymarketincludingtheentryoftwonewsupplierstothemarket.Themarketingteamrespondedbydevelopingaholisticandmulti-facetedcampaignthatwouldcutthroughtheclutteranddelivercustomernumbersintargetedgeographicareasinwhichtherewaslowawarenessofBGEasanelectricityprovider.Thechallengewastodevelopanintegratedcampaign,supportedbyDDFH&B,withanationalleadthatincorporatedsignificantregionalactivity.Thisrequiredacomplexcreativeapproachthatrequiredsignificantlocalisationofmessaging.ThecampaignexceededallitstargetsanddeliveredamassiveROI.

Coca-Cola Ireland

representedbyAoife Nagle

Coca-Colawaslosingshareandbrandrelevance,ascompetitivepressurewasleadingconsumerstoswitchouttoalternativecategories.Themarketingteamneededtofindawaytohaveconsumersfallbackinlovewiththebrand.The‘ShareaCoke’integratedcampaignwasaimedengagingconsumersinawaythatreinforcedcorebrandattributesandputtheproductanditsiconiclogoattheheartofit.Thecampaignranacrossawiderangeofmediaanditresultedinaturnaroundinvolumesalesandshareaswellaspurchasefrequency.

Irish Distillers

r

epresentedbyFiona Carroll

Jamesonfacedchallengesinitshomemarketwiththetargetaudienceof25-34yearoldmales.TheJamesonGinger&LimemixwasseenaskeytoprovidingconsumerswithanalternativewaytodrinkJamesonandultimatelytochangetheirperceptionofthebrand.ThisactivationofthisintegratedcampaignshowedthetargetconsumertheflexibilityoftheproductanditmadeJamesonmoreapproachableandaccessibleforthem.Thecampaignachievedveryhighscoresinmeasuressuchasawarenessandappeal,anditledtoanincreaseinvolumeshareforJameson.

Liberty Insurance

representedbyJudy Mullane

AsayoungAmericanbrandintheIrishmarketplace,LibertyInsuranceneededtodrivebrandawarenessandincreasedconsideration.ThemarketingresponsewasanintegratedcampaignwhichdemonstratedunderstandingoftheIrishpassionforsport,andleveragedthecompany’sassociationwithHurlingandCamogieonanequalplatform,acrossmultipletouchpointsandawiderangeofmediaona360-degreebasis.Thecampaigndeliveredamulti-millioneuroresultofcombinedPRandmediaexposureanddroveengagementwithconsumers.Theultimateresultwasasignificantincreaseinquotesandsales.

Sponsored by

Vodafone is Ireland’s leading total telecommunications provider, meeting 2.4 million customers needs across mobile, fixed line and DSL. Vodafone’s brand promise of power to you reflects its commitment to enabling its customers to be confidently connected to the things that matter to them.

Vodafone have a strong history in innovation, constantly seeking to deliver best in class customer centric products and services.

www.vodafone.ie

Integrated Marketing Award


Kerry’s Consumer Foods business is one of the leading suppliers of branded and private label chilled food. As a leading food manufac-turer, it knows that keeping up with discerning customer demand means continuously improving every aspect of its operation, including technology, processes, quality levels and customer service. Kerry

is behind some of the best known and best-performing brands in the market – such as Richmond, Galtee, Walls, Denny, Dairygold, Cheestrings, Charleville, Low Low and Pure. The mission is straight-forward – to fill the country’s fridges with simply brilliant food.

www.kerrygroup.com

Sponsored by

BT Ireland

representedbySinead Nic Oireachtaigh

TheBTYoungScientist&TechnologyExhibitionisapowerful,grassroots,educationalinitiativeacrossIrelandwhichhasbeenacentralfeatureinIrishlifefor50years.ThroughthisCSRprogramme,BThelpstonurturecriticalskillscommercialisation,criticalthinkingandinnovation.WorkingwithFleishman Hillard,BTIrelandexecutedanextensiveactivityprogrammetomarkthe50thanniversaryoftheprogramme.Thissucceededingeneratingexcitementandparticipation,capturingtheheartsandmindsofthemediaandgeneralpublic,whichwasreflectedintherecordbreakingnumberofentriesreceived,visitorstotheexhibitionandmediacoverageachieved.

Lidl Ireland

representedbyCaitriona McCarry

LidlwishedtoimplementaCSRinitiativethatwouldmakeameaningfuldifferenceandimprovethelivesofthelocalcommunity.Asaretailer,Lidlhasasubstantialamountoffoodwasteduetothehighqualitystandardsforfreshfoods.ThecompanydecidedtotryandhelpalleviatetheproblemoffoodpovertyinIreland,andestablishedapartnershipwithCrosscaretodistributesurplusfoodtoneedypeople.LidlhasbecomethefirstretailertoestablishastructureddailydonationserviceandfirstevermobilefoodbankinDublin.ThisinitiativeisanexcellentfitwiththeLidlbrandpositioninganditsinherentvaluesandwasfulfilledwiththehelpofcolleaguesatChemistry.

Today FM

representedbyPeter McPartlin

TodayFM’sShaveorDyeCSRprogrammeisaimedatraisingfundsfortheIrishCancerSociety.The2013campaignsoughttobuilduponpreviouslysuccessfulyearsbyconveyinganewurgencyandrefreshingtheactivitiestoavoiditbecomingjaded.TheMonksVPunksthemewasintroducedandahostofVIPswererecruitedtothecampaign,whichaimstoempowerpeoplewhohavebeentouchedbycancer,gonethroughacancerjourneythemselves,orinsomecasesgotpeopletoundergocheck-ups.TheradiostationprovidesaplatformandavoiceforthesepeoplethroughShaveorDye.

Ulster Bank

representedbyLita Notte

‘EnablingSocialImpact’isauniquecausemarketingcampaignruninpartnershipwithTheWheel,toengageandNot-For-Profitbusinesses.Thepropositionrespondedtotheneedsofcharities,helpingtobuildtheircapacityandfuture-prooftheirbusinessesbyprovidingservices,advice,leadershiplearningopportunitiesandaccesstothebank’sstaffforfundraisinganddonations.Brandingimagerywasthoughtfullychosentoconveythesharedethosandvaluesoftheaudience.HoweverEnablingSocialImpactmovesfarbeyondtraditionalbrandadvocacy,creatinganauthenticspacewheresocialvaluemeetsbusinesspurpose.

Vodafone Ireland

representedbyNatalie Hodgess

TheVodafoneIrelandFoundationbelievesinthepoweroftheyoungpeopleofIrelandtobringaboutimprovementsintheircommunitiesandwidersociety.InpartneringwithYoungSocialInnovators(YSI),Vodafonesetthechallengeofengaginganaudiencewhichhasgrownupinarecession.DeliveringambitiousgoalsawVodafoneleveragingitspeople,technologyandpowerfulbrandtosupportYSIintruepartnership.Thecampaignhasresultedinsignificantsuccesses,over-achievingtargetsandlayingthesustainablefoundationsforthissociallytransformativeCSRinitiativewhichsupportsyoungpeopleintakingactiontoimprovetheworldtheylivein.

Corporate Social Responsibility Award


BFree Foods

representedbyAlex Murphy

BFreeFoodslaunchedin2011anditcreatesandsuppliesmarket-leadinghealthybakeryproductstoIreland,theUKandnowtheUSA.ThemarketingapproachtakenbyBFreewastoengagewiththetargetaudiencetogetadeepunderstandingoftheissuesthatfaceaglutenfreeconsumerandtheproductsthattheymiss.Theresponsewastocreateashelf-stable,allergen-freetortillawrapthattastedgreatandhadgoodnutritionalcomposition.ThebiggestachievementwiththeBFreewrapwasanationwidelistingintoASDAUKaswellastheIrishmultiples,Tesco,DunnesandMusgraves.

Glenilen Farm

representedbyAvril Twomey

GlenilenFarmsoughttoincreaseitsyoghurtofferingbyintroducingnewformatsintothewideryoghurtcategorysuchasKidsandEverydaymulti-packs.Thisapproachalsohelpedthecompanyfightagainststrongcompetitionfromprivatelabelintheglassjaryoghurtsector.WithaKidsYoghurtRangenowonthemarketaswellasa4-packoffering,Glenilen’sstrategytogainmoremarketsharethroughnewproductintroductionsandformatshasbeenarealsuccess.GlenilenFarmnowhasasubstantialyoghurtofferingacrossthecategoryprovidingawiderchoiceforconsumerswhowantGlenilenFarm’sAuthenticFarmhouseTaste.

Kevin Dempsey Distributors

representedbyKevin Dempsey

KevinDempseyDistributors(KDD)isamarket-leadingtradedistributorintheHomeFurnishingsmarketinIrelandandBritain.Thecompanyseizedtheopportunitytoacquiretheassetsofadomesticmarkettradesupplierofgeneralwindowblinds,andthisopenedupanewmarketsector.Itquicklyrebrandedtherangeandintegratedtheoperation,andlaunchedStyleLineExpresstothehomefurnishingmarket.Thismarketingplanthatwasimplementedtosupportthisnewproductdivisionhassuccessfullygrownthecompany’smarketshareinthedomesticmarketwithexportingtoBritainduetocommenceimminently.

Reep Rewards

representedbyJames Lenehan

ReepRewardslaunchedarevolutionarynewpropositioninvolvingamobileapplicationthatrewardsconsumersfortheirloyalty.Primaryresearchshowedthatbrandsandretailerswantedtotrack,rewardandengagetheirconsumersbutthecostofloyaltyprogrammeswasprohibitiveformany.WiththesupportofWinsight,theresponsewasacoalitionloyaltyconcept,doingawaywiththeneedformultipleloyaltycardsanddeliveringinstantrewardsincash.Thebusinesshassignedupmajorfmcgclients,andonatightmarketingbudgetitreachednumber3intheappstorewithtensofthousandsofdownloads.

Teebusters

representedbyIan Bolton

Teebusters.comisaDublin-basedbusinessthathasdevelopedaninternationalonlinetrade,sellingarangeoftime-limitedproductsinthefashionmarket,andshippinglimited-editionclothingworldwide.Theideaisthatdesignersandartistsuploadtheirownuniquedesignsbasedontopicalconceptssuchasmovies,TVshows,games,superheroes,andtheTeebustersonlinecommunityvotesonthedesignstheywouldliketoseeprinted.Basedonpopularity,thedesignsareproducedandofferedforsaleforaperiodof48hoursonly,nevertoberepeated.Thebusinesshasseensteepgrowthinrevenues.

Sponsored by

AIB is proud to sponsor the ‘Small Business Marketing Award’, demonstrating its continued commitment and support for the SME sector and specifically small businesses. This award acknowledges business entrepreneurs who show great innovation, resilience and determination to market

their business against larger competitors. AIB continue to work with SMEs to ensure they have all the information, advice and support they need to manage and grow their business profitably.

www.aib.ie/business

Small Business Marketing Award


Carat is the world’s leading independent media planning and buying specialist, and the Carat network comprises 6,700 people in 130 countries. Carat defined the sector when it was established as the world’s first media independent in 1968. Since then, advances in digital technology and changing

consumer behaviour have created an era of unprecedented complexity and opportunity for marketers. In this new era, Carat is leading and shaping the industry once again, redefining media to deliver business value to clients.

www.carat.ie

Bank of Ireland

representedbyBarry Gray

BOIcreditcardsalesweresufferingduetodepresseddemandandtheintroductionofthevisadebitcard.Themarketingteamsetouttogeneratedemand,toencourageonlineapplicationsandtodriveearlyusageofthecardspost-sale.Theresponseresultedindramaticallyimprovedefficiencyofthecustomerjourneyonline,therepositioningofthecreditcardwithintheconsumercardsportfolioandacampaignthatleveragedthesechangesanddrovenewdemand.Thedigital‘I’mintheknow,areyou?’campaignpositionedtheBOIcreditcardasthe‘smartwaytopay’andonlinesalesmorethandoubledduringthecampaignperiod.

Brown Thomas

representedbyOrla Deane

BrownThomassoughttostimulateperformanceofitsrangeofdesignersunglasses,anddevelopedadigitalcampaignalongwithcolleaguesfromICAN.Thetaskwastodeliverthecampaigninanengagingwaytothetargetaudience,andshowcasethedesignerbrandsonalowbudgetwithoutcompromisingproductionvalues.ThiswasthefirstIrishdisplayadcampaignmadefromVinevideo,whichairedonsocialmediaandtargetedwebsitesthroughrichmediadisplayadsandinaFacebookcompetition.Thisgeneratedhighvisibility,increasedtraffictothewebsite,greaterfootfalltothestoreandultimatelyanincrementalliftinsales.

Eircom Group

representedbyJohn Anslow

EircomdevisedadigitalmarketingcampaignaimedatleveragingitssponsorshipoftheSeniorFootballChampionship.Thecampaignfusedavarietyofdigitalspecialismsincludingdisplay,search,mediapartnerships,responsivewebsitedesignandbuild,social,andcontentcreation.The‘experiencemore.ie’websitewasthefulcrumofthisactivityandsocialplatformswereintegratedthroughout.TheeircomGAAFanPic,afirstforCrokePark,wasanintegralpieceofdigitalinnovation.Thisideaexecutedandamplifiedexceptionallythroughsocialchannelsultimatelyenabledamassivenumberofearnedmediaimpressions.Thecampaignprovedtobeaverysuccessfulone.

Heineken

representedbyJohn O’Callaghan

CoorsLightbuckedthetrendofthedeclininglagercategorybygrowingitsvolumethroughinnovativemarketing.Howeveritfacedthechallengeoflackingengagementwithitsdesiredcoretargetmarketofyoungmales.Themarketingteamsrespondedwithadigitalcampaign,supportedbyCKSK,thatdevelopedabigplatformidea,activatedacrossalltradechannels.Theaimwastobuildbrandinvolvementandsowinovermorenewconsumersfromcompetitors.CoorsLightsecured900outletsacrossthecountryinHeineken’slargest-everactivation.ThecampaignoutperformedallKPIsincludingbrandusageandsalesvolumes,aswellasincreasedfootfallintheon-trade.

Mondelez

RepresentedbyEoghan Crawford

TheMondelezdigitalmarketingJoyvillecampaignforCadburyDairyMilkwas100%Irishplanning,creativeandexecution.ThestorywasunfoldedtotheFacebookcommunity,anditusedtraditionalmaildropstogeneratebuzzwithkeyinfluencersandmediaacrosstheirTwitterandFacebooknetworks.ItusedpromotedtweetsandFacebookpoststodrivefurtherviewsandbeganaYoutubehomepagetakeoverwithqualityinteractivebannerads.ItthenbeganusinginternationalsitessuchasGoogleplus,PinterestandothersocialpagesontheCadburyDairyMilknetworktomaintainmomentum.Thecampaigncausedupliftinthemajorbrandmetrics

Sponsored by

Digital Marketing Campaign Award


Aviva

representedbyCathy Summers

Avivawantedtofollowupontheirimprovedbrandmomentumbyfocusinginonwhatreallymatterstocustomerswhenbuyingcarinsurance-agreatdeal.Alsoimportantwasthereassuranceofbeinginsuredbyastrong,reputablecompanyandgettingahighlevelofservice.Thenewexecutions,featuringcomedianMarioRosenstock,sawthecreationoftwonewcharacters,MetalMossyandFitTony.Thiscampaigndeliveredrealcut-throughwhilealsoallowingAvivatobenefitfromaconsistentapproach.Thisresultedinimprovementsinawarenessandconsideration,andanupliftinquotesandsaleslevels.

Diageo

representedbyDavid Heaney

Despiteits300yearhistory,Smithwick’swasstagnatingasabrand,anditwaslosingvolume,saliencyandrelevancewithIrishconsumers.Thetaskwastogrowmarketsharethroughpenetrationaswellasincreasingawarenessandbrandequitymeasures.Withtheinsightthatexperienceisonlyasgoodaswhatyoudowithit,anadvertisingcampaignwasdevelopedwiththeassistanceofcolleaguesatAdam&EveDBB.RepresentingboththeheritageofJohnSmithwick’sandanactualpintofSmithwick’s,theSquirrelbrandcharactermodernizedthebrand,andmoreimportantlyitalsomonetizeditwithanincreaseinsales.

Electric Ireland

representedbyJackie Garvey

Havinglaunchedanewbrandidentityin2012inderegulatedandcompetitivemarketplace,ElectricIrelandhadthechallengeofcreatingadifferentiatingbrandpositioninginalowinterest,lowengagementsectordominatedbypricemessages.Developinginsightfromresearch,theElectricIrelandteam,workingwithIrish International,developedanewbrandpropositionandfromthattheycreatedanexternalbrandpositionwiththeendline:“Powercomesinmanyformsweunderstandthemall.”WorkingwithMedia Vest,amediastrategywasdeveloped.Thecampaigncreatedanimpressiveshiftinbrandawarenesshavingbeenseenby90%oftheIrishpopulation.CustomernumbersinkeystrategicareasofGas&SMErosesignificantly.

No Nonsense Insurance

representedbyBrian Healy

ShiftsinthecarinsurancemarketmeantthattheNoNonsensebrandhadtorepositionitselfwiththeultimateobjectiveofbecomingthepre-eminentlowcostplayerintheindustry.Themarketingteamidentifiedtheidealconsumertargetasbeingpartialtoentertaining,irreverentadvertisingthatalsoinstillsconfidence.Similarlythemediabuyingstrategywasdirectedatthelifestyleofthisbullseyetargetmarket.The“DrivenDaniel”advertisingcampaignranacrossTV,Radio,OutdoorandDigital.Ultimatelyithasbeenhugelysuccessfulwithstrongyearonyeargrowthinkeyperformancemetrics.

Sky Ireland

representedbyMichael Markey

Skygrabbedtheopportunitytomoveintothetripleplayandbroadbandmarketin2013byaddressingtheircustomers’expectationtoprovideallthreeservices.ThecampaignfeaturedactorPierceBrosnananditwasbasedon“it’sarrived,nowyoucanbundleunlimitedbroadbandwithcallsandSkyTV”.ThemessagewasthatSkyBroadbandwascausingsuchasenseofarrivalthatevenaHollywoodactorgotoverlooked.ThecampaignwasthemostsuccessfuleverrunbySky,anditcommunicatedanewandappealingtone,aswellascreatingsignificantincreasesinkeybrandmetrics.

Sponsored by

Newstalk’s weekly schedule starts with ‘Breakfast’ hosted by Ivan Yates and Chris Donoghue, delivering news, business and market updates, sports, and key interviews. Then Pat Kenny brings his incisive analysis to the day’s news and current affairs every weekday morning. Jonathan Healy hosts the Lunchtime” show

with breaking news and analysis. Afternoon programmes are led by Sean Moncrieff followed by the hard-hitting ‘Right Hook’, present-ed by George Hook. Newstalk’s multi-award-winning sports show, Off the Ball, broadcasts every evening from 7pm to 10pm.

www.newstalk.ie

Advertising Campaign Award


Marketing Team of the Year Award

Britvic Ireland

representedbyLeonie Doyle

ThemarketingteamatBritvicIrelandoperatesinadifficultmarketbutthroughitsfocusongrowth,ithashadaverystrongyear.Theteamaimstobemoreagilethancompetitorsandrespondmorequicklytoconsumertrends.Marketingcampaignswereworkedofftightbudgetsbutwererootedinstrongconsumerinsight.Achievementsincludedthere-launchoftheClubBrand,therevitalisationoftheRobinsonsbrand,there-launchoftheiconicTKbrand,andtheexportofBallygowantoBritain,aswellasconsumeractivationsonMiWadiandFruitShoot.Theteamhasshownhowdoingstrongactivationacrosstheportfoliocanachievesharegrowth,andincreasepenetrationandfrequencyofpurchase,resultinginprofit.

Electric Ireland

representedbyLisa Browne

TheElectricIrelandmarketingteammadethetransitionfromderegulationandrebrandingtocompeteinacompetitive,price-drivenmarket,anddeliveredaprogrammeofcommunicationsandeventsincludingtherepositioningofthebrand,aninternalbrandengagementprogramme,asponsorshipandsocialmediastrategy,activationofthe‘PoweringKindness’,andsponsorshipsofElectricPicnicandGAAMinorFootball&HurlingChampionships.Engagingcolleaguesacrossfunctionstodevelopabespokecustomersegmentationmodel,theteamusedinnovativemethodstodeliveracommunicationsstrategy.ThishadarealimpactresultinginaverystrongperformanceagainstallKPIs.

KBC Bank Ireland

representedbyAidan Power

AsKBC’sambitiontobecomeatopretailbank,theroleofmarketingintheorganisationbecamepivotalinthecompetitivebattlewithIreland’stwopillarBanks.Themarketingteamtookthetaskofcreatinganewbrandplatformthatwouldresonatewithandattractconsumersacrosstheextendedrangeofproducts,aswellasreinvigoratingstaff.KBCbecamethe‘BankofYou’andthedeliveryofthispropositionwastaskedtomarketingwhohadtogrow,developandadapttomeetthechallengeandsucceedingrowingthebusiness.Theteamenhanceditsstructuretoensureeffectiveteamwork,usingqualityagencypartnersandworkingtodeliverimpressiveresultsintighttimelines.

Kerry Foods

representedbyNicola Weldon

ThemarketingteamatKerryFoodsfocusedonturningachallengingmarketplaceenvironmentintoanopportunity.Throughamotivationalteampro-gramme,Kerrypositioneditsbrandedbusinesstocompeteeffectivelyandtodrivesustainablelonger-termgrowth.WhenmarketconditionswereputtingpressureonmarketingROI,thetaskofcreatingaconsumer-centricmarketingorganisationwasachallenge.Focussingonlearninganddevelopment,Kerry’senergisedandpassionateteamwasinapositiontomeettheimminentneedsofthebusiness,andfuture-proofitsbrandsforsustainablelongertermgrowththroughthedeploy-mentofaninspiringcategoryandbrandstrategyacrossthecommercialbusiness.

Liberty Insurance

representedbyAnnette Ni Dhathlaoi

TheLibertyInsurancebrandlaunchedin2012andthechallengewastopositionLibertyinthemarketplace,stabilisethecustomerbaseanddelivergrowthinadecliningmarket.Thenewmarketingteamneededtohitactquickly,unitingdepartmentsacrossgeographiclocations,mobilisingthepowerofcrossfunctionalteamsandmaximisinglimitedresourcestocutthroughinaclutteredmarketplace.Fromlaunchtodate,promptedbrandawarenesshasdoubledwhilebrandconsiderationhastrebled.Byend2013profitablegrowthwasachieved,particularlyamongsaferdrivers.Theteamdeliveredasponsorshipthatnowenjoysahighawareness,anditespeciallydrovestrongconsumer,brokerandemployeeengagement.

O2 Media helps brands engage with consumers via their phones delivering the right message to the right people at the right time and place. Set up in 2011, it is the only Irish mobile operator providing the full range of location and behavioural targeted advertising, CRM messaging tools, mobile

payment and search engine marketing services. Its expertise, technology and market insight help brands make sense of a complex mobile landscape.

www.o2media.ie

Sponsored by


All Ireland Marketing Champion

The Irish Independent holds the unique and undisputed position as Ireland’s largest selling and best read daily newspaper. Independent.ie is Ireland’s No.1 choice for online news, and it is the country’s leading and largest online news publishing site. The company’s strength in both the print and online markets is

testament to its authoritative and trusted platforms of vibrant journalism across all sectors, also underlining how its readers and users react so positively to its comprehensive offering, which sets the agenda across a range of fields every day.

www.independent.ie

Sponsored by

John Teeling

JohnTeelingisanentrepreneurwhohasdemonstratedthroughhisvariedcareeranunderstandingofmarketsandaskillinservingthemprofitably.Hehashadatleastthreecareerstrandsinhislifesofar,academic,explorerandwhiskeydistiller.Hehasestablishednumerouscompanies,someofwhicharelistedontheLondonStockExchange.AsExecutiveChairmanofthe162Group,whichtodayownsmultiplebusinessesinmining,explorationandalternativeenergy,John’shighestprofileventure,CooleyWhiskey,wassoldtoJimBeamfor$95million,andheiscurrentlybuildinganumberofnewdistilleries.

Likemanysuccessfulbusinesspeople,Johnbeganworkingwhilestillateenager,andbywinninganumberofscholarshipshewasabletoundertakethird-levelstudiesinbusiness.

JohnhashadalongcareerinIrishbusiness.HelecturedinBusinessAdministrationatUCDfor20years,andheholdsdegreesfromUCD(B.Comm,M.Econ.Sc.),anMBAfromWhartonBusinessSchool,andadoctoratefromHarvardBusinessSchool.

JohnisafirmbelieverinthenecessityforIrelandtodevelopourownsustainable,competitivenativeIrishbusinessbaseinordertoensureourlong-termsuccess.Healsopassionatelybelievesintheneedformarketingtobeentrepreneurialinnature,ideas-driven,practical,energetic,resilientandpreparedtotakecalculatedrisks.

Thisspecialawardisdesignedtohighlighttheexceptionalmarketingperformanceofabusinessleader,anditismadetoanindividualselectedbytheMarketingInstitute.


Shane Hollandisanaward-winningIrishdesignerwho,alongwithhisskilledteamofdesignersandcraftsmenbasedinDuleekCo.Meath,hasdelivereddesignprojectsinvolvinglighting,furnitureandsculpturalelementsinmixedmaterials,hereinIrelandandinternationally.

“My mission is to create items of functionality, elegance and expression which will last into the future.”

ThecommissioneddesignfortheMarketingInstituteofIreland’sAllIrelandMarketingAwardsusesthethemeofthefeatherasanobjectofeleganceandgentlepersuasion.Itisinasenseametaphorforthepracticeofmarketingthatcantickleorpersuadethebiggestanimalororganisationintoreactingtoitsstrength.Itcanevenguideaheavybutfast-movingarrowtocircumnavigateinanarc,ortostrikehomeonatargetthatseemsfaraway.Theawardisconstructedinstainlesssteel,bronzeandstainedash.

All Ireland Marketing Awards Trophy


These scholarships are intended to support our mission to strengthen the practice of marketing in Ireland, and to provide opportunities for marketing professionals who require financial support to undertake education and training courses. If you are hungry for serious learning and development, but are currently being held back by financial constraints, a Marketing Elevator Scholarship could provide a welcome boost to your career.

For further information: See www.mii.ie/elevator or contact Ailish Hollingsworth at The Marketing Institute, [email protected] or phone +353 1 295 2355.

www.mii.ie/elevator

Marketing Elevator Scholarships

The Marketing Institute of Ireland’s Marketing Elevator Scholarship Programme is a series of scholarships for our education and professional training solutions.

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o.ie

www.aimawards.ie

The Marketing InstituteMarketingHouseSouthCountyBusinessParkLeopardstown,Dublin18Ireland

[email protected]

www.mii.ie

Ireland’s Marketing Showcase

Documents

Ireland's Marketing Showcase 2014