How to prove the payback on your marketing investment The prize-winning campaigns from the IPA Effectiveness Awards 2012 Winning case studies include: John Lewis Cadbury Dairy Milk Metropolitan Police Service McDonald’s Virgin Atlantic Plus insight and analysis from industry experts ADVERTISING WORKS 21 THE CASE STUDIES Advertising Works 21 shows how marketing communications helped organisations as diverse as Aldi, Nissan and IBM translate big ideas into impressive results. Grand Prix This book contains full versions of the 24 case studies that won Gold and Silver Awards and summaries of the 11 Bronze Award winners from the 2012 IPA Effectiveness Awards – the industry’s most prestigious and rigorously judged competition. Winning campaigns have all proven a return on marketing investment (ROMI). Each case study also details the unique strategies used to accomplish its objectives. There are single and multimarket cases that circumnavigate the worlds markets including Singapore, India, China, Spain, Hong Kong, Brazil, Taipei, Germany, the USA and the UK. The book also features insights from experts across the advertising industry. The themes which complement the invaluable information on brands in the case studies, include the power of emotion in driving effectiveness, 21st century measurement tools and brand employees on the front line of campaigns. For anyone wanting to produce effective campaigns or drive their business to greater success this book provides an unrivalled source of advice and inspiration. John Lewis Adam & Eve, Manning Gottlieb OMD John Lewis was struggling in a challenging financial climate. A bold decision to use highly emotional advertising, particularly on TV, generated a huge amount of interest in the brand which resulted in more visitors, coming more frequently who spent more money. The campaign generated £1074m of incremental sales and £261m of incremental profit in just over two years. Gold Aldi Marie Oldham, Chief Strategy Officer, MPG Media Contacts, Convenor of Judges Melanie Howard, Co-Founder and Chair, Future Foundation The employee works: from audience and message to brand medium, mentor and maker Lorna Hawtin, Disruption Director, TBWA\Manchester, Deputy Convenor of Judges Jo Blundell, UK Marketing Director, Burger King Cadbury Dairy Milk Dove Ogilvy & Mather Shanghai Ogilvy & Mather India Research revealed that while meetha were enjoyed as part of collective celebrations, chocolate was seen as a pleasure that was generally enjoyed alone. The solution was to repurpose Cadbury Dairy Milk as meetha, and to communicate this via television, radio, outdoor, digital and point of sale advertising. The campaign grew the business from 3% to 23% in seven years. Department for Transport Through the proposition that Dove’s new shower gel nourished skin better than bathing in milk, it repositioned the brand for women who wanted ‘healthy, wholesome protection’ for their beauty. The campaign propelled market share from 2.1% to 8.8% in 16 months, delivering incremental sales of £25.5 million and a ROMI of 1:1.5. Health Promotion Board Singapore Ogilvy and Mather Singapore Leo Burnett McCann Manchester Insight and analysis from industry experts Tapping into the nation’s dreams: the power of emotion in driving effectiveness Best use of insight Recession had not helped Aldi sales. Consumers were returning to brands they trusted which Aldi did not sell. The objective was to get back into double figure growth. The ‘like brands’ campaign targeted Aldi’s least loyal customers and positively endorsed brands that Aldi did not sell, which grew market share by 43% and delivered a ROMI of 14.5:1. British Gas CHI & Partners This paper reveals how communications changed drink driving behaviour over the course of thirty years by tackling drink driving attitudes, acceptability, denial and decisions. This saved almost 2,000 lives, prevented over 10,000 serious injuries, and created a value to society of £3bn. Best channel planning Smoking was on the rise in Singapore with tough measures such as fear campaigns, taxation and legislation proving ineffective, a pro-quitting campaign was created. The results showed that every second smoker moved one step closer to quitting; the quitting success rate was three-times the international average; and it achieved an ROI of 15.7. Digital UK McDonald’s DLKW Lowe, Digital UK, BBC Switchover Help Scheme, MediaCom Leo Burnett TV and digital: are we there yet? Or do we even have a map? Phil Danter, Danter Consulting Martin Weigel, Head of Planning, Wieden + Kennedy, Amsterdam From clicks to yardsticks: how digital media can help measure creative effectiveness Simeon Duckworth, Global Head of Analytics, Mindshare Nick Southgate, Behavioural Economics Consultant Econometrics: an able servant but never the master Louise Cook, Holmes & Cook Richard Bateson, Commercial Director, Camelot Global Creativity and effectiveness: never lose sight of the power of the idea Bridget Angear, Joint Chief Strategic Officer, Abbott Mead Vickers BBDO British Gas was losing 40,000 accounts every month. ‘Looking after your world’ was an animated multi-platform campaign rendering consumers’ homes on individual planets, displaying the new ways British Gas could look after Britain’s homes. It generated £82.7m profit from £45.5m investment, giving a profit ROMI of £1.82 for every marketing £1 invested. The UK had to be 100% ready for digital switchover, but success depended on providing information, help and reassurance to the last 10% of analogue viewers who were often fearful of change. Working together, Digital UK and the BBC Switchover Help Scheme overcame that challenge by focusing on minority audiences. It is estimated the campaign returned a minimum payback of £4.60 for every £1 spent. In 2007 McDonald’s was back in growth after four years of stagnation, but it had yet to regain the trust and love of its customers. Two complementary brand advertising campaigns, ‘Trust’ and ‘Favourites’, rolled out over a number of platforms worked in harmony to celebrate its role in modern British life. They delivered £349m in short-term sales in addition to the £460m delivered by promotional advertising and a near fourfold increase in ROI to £9.79. Best Demonstration of Consumer Participation Best New Learning Virgin Atlantic RKCR/Y&R, Gyro, OMD International, Hall & Partners Silver IBM Ogilvy & Mather New York Art Fund 101 Metropolitan Police Service Abbott Mead Vickers BBDO ‘Who Killed Deon?’ was designed to help tackle youth violence by educating disenfranchised teenagers about a legal principle known as joint enterprise. The idea was an interactive murder mystery hosted on Facebook, a ‘whodunnit’ about a boy called Deon. It embraced a teenage audience by enlisting them as co-creators and collaborators. It is predicted the campaign will generate a payback of £8.50 for every £1 spent. ‘Your airline’s either got it or it hasn’t’, the first global campaign for a Virgin brand, used TV press, poster, and digital support across Upper Class and Economy cabins to capture the unique values of Virgin, showing the glamour, fun and comfort of the flying experience. It has outperformed previous VA campaigns in the UK, and delivered significant growth across the rest of the world. The estimated global ROMI is £15.66 per £1 spent. Walkers Abbott Mead Vickers BBDO By relaunching its member benefits in the guise of the National Art Pass, communications drove a 16% surge in memberships, its fastest growth in 20 years, and recruited a new generation of members which were on average 21 years younger than its existing members. Payback has indicated that the campaign will generate £3.5m of incremental revenue for the charity against a media investment of £745,000. IBM had developed a computer capable of understanding human language, but the technology was hard to explain to the average human. The answer to this challenge and the key to a successful launch was the ultimate head-to-head competitive product demonstration: combat between human champions and the computer on the US TV quiz show Jeopardy! The campaign generated $250m in immediate revenue. Magnum Gold?! Lola Madrid, Lowe and Partners Danone Activia RKCR/Y&R Best international Snickers Abbott Mead Vickers BBDO Snickers was losing market share to other global chocolate brands. Their big global idea delivered creative work that got people talking about the brand. The campaign resulted in Snickers’ most successful period of growth, increasing sales by 15.9% in one year, capturing market share in all but two of the 58 markets in which it ran, and growing global market share by US$376.3m. While the years preceding 2008 had provided strong ROMI for Walkers, they were dissatisfied with just being good; they wanted to be great. A model for communications was developed that sought to achieve high levels of consumer engagement, that would spark greater buzz and excitement around the brand. Through the six campaigns that followed this model’s development, the ROI for Walkers communication increased by 62% in four years. Which? Mike Colling & Co. Which? subscriber numbers were declining. Over a six-year period, Mike Colling & Co. led a three stage iterative process, from initial direct response subscriber recruitment, to a brand uplift model, to fully integrated activity. The campaign grew the magazine and online circulation by 52% over the six-year period, increased subscription numbers by nearly 500,000, and drove more than £64m incremental profit. In 2009 Activia was the major challenger within the chilled yoghurt and dessert market; but its positioning, a solution to the problem of bloating, had finite relevance preventing it from taking the top spot. To rectify this RKCR/Y&R moved Activia to the positively framed space of maintaining happy tummies. The resulting creative idea made Activia market leader, delivered £58.6 million incremental sales, £3.6 million incremental net profit and a ROI of £1:£1.23. To launch Magnum Gold?! as a global product, this fully integrated campaign engaged consumers in a product launch that leveraged celebrities in a fresh new way, from a spoof trailer of an action Hollywood blockbuster to ground breaking face-texturing techniques allowing consumers to star in their own Hollywood heist videos. In total it sold 130m Magnums globally, which was 55m ahead of target, delivering incremental revenue of €37.9m and payback of €1.41 for every €1 invested. Nikon Jung von Matt AG Nikon’s perception as ‘pro’ was alienating broader target groups, rather than being an attraction. To address this, the campaign needed to raise awareness of Nikon, making it a more approachable and relevant player in the compact segment. Within two years of the campaign launch Nikon had created an emotional brand and communications platform. For every 1 Euro spent, the campaign yielded 5.76 Euro profit. THE CASE STUDIES continued Nissan VO5 Extreme Style Yorkshire Tea Lew’Lara\TBWA Euro RSCG London Beattie McGuinness Bungay Bronze Audi Bartle Bogle Hegarty Boots Mother BT Abbott Mead Vickers BBDO Dove Hair Ogilvy & Mather In early 2010 Nissan initiated an aggressive plan for Brazil: to be the first Japanese automaker in the sector with 5% market share. To help achieve this Lew’Lara\TBWA established Nissan as a challenger brand. The campaign involved making direct comparisons between Nissan and its competitors, highlighting its positives over theirs. In two years the campaign has already generated 4% of market, despite investing three times less money than its competitors, and has yielded a projected marketing payback of over $41million. The National Lottery MPG Media Contacts VO5, an established ladies’ hair care brand wanted to win over 16–24-year-old lads and become the number one hair styling range for men in the UK. Since 2004 the ‘Break the mould’ campaign has remained consistent with its message, whilst reinventing itself with new settings, music tracks and funky hairstyles. It has generated a payback of £1.75 for every £1 spent on advertising. Yorkshire Tea had a goal to become the no. 2 brand in the tea market. To achieve this, their creative solution involved ‘Little Urn’, a van painted in the style of their iconic packaging. Led by Facebook fans, he travelled from Britain to America, taking a ‘proper brew’ to the people who need it most. Communications charted this Facebook-guided mission, which was then broadcast on television advertisements. In one year value sales increased in Yorkshire by 9.5%. In the rest of the country, sales rose by 11.6% – from 46.1m to £51.45m. Nationally, Yorkshire Tea market share rose from 12.06% to 13.79%. Best Dedication to Effectiveness Gordon’s Bartle Bogle Hegarty Gü DDB UK LV= Designate Communications 24-7ideas.com Shangri-La Hotels & Resorts Ogilvy & Mather HK Ta Chong Bank Ogilvy & Mather Taipei Velvet Fallon London Virgin Trains Elvis, Manning Gottlieb OMD Waitrose Bartle Bogle Hegarty About the IPA Effectiveness Awards Since 1980, the IPA Effectiveness Awards have set the gold standard in measuring communications effectiveness. The scheme asks agencies, media owners and advertisers to demonstrate how to plan a successful campaign and All lotteries generate vast excitement when they launch but go into steep sales decline as optimism inevitably fades. To address this, over the last seven years, MPG Media Contacts has devised a successful rollover marketing formula, under-pinned by econometrics, to tame the inherent ‘unpredictability’ of the lottery business. This has helped Camelot to achieve record sales of £5.8billion in 2011 – bucking the global trend of declining lottery sales worldwide. Waitrose was facing challenging market conditions and it made the tough decision to invest more in the brand, despite everything pointing to promoting price, transforming their existing assets into a showcase to make the brand more magical and inclusive. The campaign attracted less frequent, lighter customers to Waitrose and created the best Christmas Waitrose ever had, delivering the highest growth in like for like sales in the grocery sector of more than 3.8%, and a net profit payback of £1.89 in just over eight weeks. How to Order O warc.com/adworks21 E [email protected] T 01235 465 577 how to evaluate the results. Winners will have proved that their campaign worked and provided a return on marketing investment. The 2012 Awards were open to any communications agency, advertiser or media owner worldwide and were not limited to any particular size budget. Advertising Works 21 Hardback with jacket, 250 x 175 mm, 718 pages including colour sections, ISBN: 978-1-84116-226-3 Published January 2013 by Warc Warc 85 Newman Street, London W1T 3EX, UK Tel: +44 (0) 20 7467 8100 • Fax: +44 (0) 20 7467 8101 Email: [email protected] warc.com/adworks21