IPA Advertising Effectiveness Entries Pour In
There have been 50 entries from 44 companies including agencies, clients and media owners, for the 2008 IPA Effectiveness Awards, the world's most rigorous and prestigious awards scheme, sponsored by Thinkbox, that showcase and reward campaigns that demonstrate their marketing payback.
Entries include well known brands such as Sainsbury's, Sky, Marmite and O2, as well as public sector campaigns for Road Safety, Bonfire Night and Cabwise.
The 2008 IPA Effectiveness Awards are for the first time open to advertisers and media owners, as well as to all agencies worldwide. They are sponsored by Thinkbox, the television marketing body for all major UK commercial television broadcasters, and are supported by WARC, official publishers of the effectiveness case histories, Royal Mail, Xtreme Information, DDS and Campaign.
The entries will be judged by two panels: an industry panel which decide the shortlist, and a client panel, chaired by Sir John Sunderland, Chairman of Cadburys, which awards the prizes. These will be announced at a ceremony and dinner at The Hurlingham Club on 3rd November.
The details of the entries are:
• International entries were received from Brazil, China, Vietnam, South Africa, the USA and the Republic of Ireland.
• UK entries were received from Edinburgh, Newcastle-upon-Tyne,Manchester, Belfast and London.
• The top form of communications media was television, used in 46 of the 50 entries.
• Second came press advertising, used in 42 out of the 50 entries (a combination of national newspapers, regional newspapers and magazines).
• This was followed by the internet, used in 33 of the 50 entries.
• PR was used in 29 of the entries, as was out of home advertising.
• Six entries used SMS mobile marketing.
• The average number of communications media used was six (from a selection including: TV, press, radio, out of home, cinema, internet, interactive, SMS mobile marketing, DM, sales promotion, PR, sponsorship and word of mouth).
• Half the entries (25) used six or more types of communications media.
• There were 39 single entries and 11 joint entries.
• Half the entries (25) used econometric modeling.
• Entries spanned all sectors including: public sector, FMCG, automotive, financial services, travel, retail, broadcast and more.
• International entries were received from Brazil, China, Vietnam, South Africa, the USA and the Republic of Ireland.
• UK entries were received from Edinburgh, Newcastle-upon-Tyne,Manchester, Belfast and London.
• The top form of communications media was television, used in 46 of the 50 entries.
• Second came press advertising, used in 42 out of the 50 entries (a combination of national newspapers, regional newspapers and magazines).
• This was followed by the internet, used in 33 of the 50 entries.
• PR was used in 29 of the entries, as was out of home advertising.
• Six entries used SMS mobile marketing.
• The average number of communications media used was six (from a selection including: TV, press, radio, out of home, cinema, internet, interactive, SMS mobile marketing, DM, sales promotion, PR, sponsorship and word of mouth).
• Half the entries (25) used six or more types of communications media.
• There were 39 single entries and 11 joint entries.
• Half the entries (25) used econometric modeling.
• Entries spanned all sectors including: public sector, FMCG, automotive, financial services, travel, retail, broadcast and more.
The 50 entries are for the following brands:
Acquisition Crime
Audi
BBC iplayer
Bonfire Night
Bradesco
BT
Cabwise (Transport for London)
Cadbury Dairy Milk
Cadbury's Biscuits
Capital One
Carex
Danone Activia
Dave
De Beers
Dero
Direct Payment
Dove
Eurostar
Fairy Liquid
Fairy Non Bio
Heinz Beanz Snap Pots
Hewlett-Packard Personal Systems Group (PSG)
Iceland
Johnnie Walker
KFC
learndirect
Lucozade Sport
Lurpak
Marmite
Mastercard
McCain
McDonald's Eurosaver
Morrisons
Motorola
O2 UK
Power of One
Public Awareness Campaign for Helmet Wearing
Radley
Road Safety
Sainbury's
Sainsbury's Supermarket
Scottish Government: Teacher Recruitment
Sky
Thomas Cook
Toyota Yaris
Trident
Virgin Atlantic
V-Power
Waitrose
Yorkshire Tourist Board 'Make Yorkshire Yours'
Audi
BBC iplayer
Bonfire Night
Bradesco
BT
Cabwise (Transport for London)
Cadbury Dairy Milk
Cadbury's Biscuits
Capital One
Carex
Danone Activia
Dave
De Beers
Dero
Direct Payment
Dove
Eurostar
Fairy Liquid
Fairy Non Bio
Heinz Beanz Snap Pots
Hewlett-Packard Personal Systems Group (PSG)
Iceland
Johnnie Walker
KFC
learndirect
Lucozade Sport
Lurpak
Marmite
Mastercard
McCain
McDonald's Eurosaver
Morrisons
Motorola
O2 UK
Power of One
Public Awareness Campaign for Helmet Wearing
Radley
Road Safety
Sainbury's
Sainsbury's Supermarket
Scottish Government: Teacher Recruitment
Sky
Thomas Cook
Toyota Yaris
Trident
Virgin Atlantic
V-Power
Waitrose
Yorkshire Tourist Board 'Make Yorkshire Yours'
Said Neil Dawson, Founder, Hurrell, Moseley, Dawson & Grimmer, and Convenor of Judges for 2008 IPA Effectiveness Awards, "This year's list is spectacularly diverse. Each case is united by a common cause - the ambition to show payback for investment in marketing communications."
Said Tess Alps, CEO, Thinkbox, "The IPA Effectiveness Awards do fantastic work, isolating and validating the major returns from marketing communications investment. Thinkbox is committed to effectiveness, and hence proud to support these awards which set the benchmark for the world. TV is at the heart of most effective campaigns so we're looking forward to celebrating another great year."
Bonfire Night, by Different Advertising, Design & Marketing Ltd – 'How fire actually made bonfire night safer for everyone'
Serious injuries and fatalities occur every bonfire season because of bonfire and firework misuse. A regional campaign for Tyne and Wear Fire and Rescue Service attacked this problem by demonising fire itself, as an emotional trigger for behaviour change. Faced with a small budget, they used an integrated campaign with a wide variety of media to successfully motivate and reinforce safer public behaviour. As a result of the campaign, reports of illegal bonfires increased, which in turn saved the local community £918,480 and generated payback of £18 per £1 spent. It also reduced the number of firework injuries by 80 per cent and attacks on fire staff by 31 per cent.
www.ipa.co.uk 24 June 2008
