HSBC, Aviva among top cases

30 December 2010

Campaigns from HSBC and Aviva were among the case studies that provided the greatest inspiration for Warc's subscribers this year.

Despite the economic downturn, HSBC - Math of Life bucked the recessionary trend by bringing in new retail clients for the company's PLUS BANKING account, a service that allowed customers to make more of their money.

This effort picked up a Gold at the US Effies, and was also the most-downloaded submission from the latest annual instalment of the prestigious awards programme.

Aviva assumed the same status concerning the Canadian CASSIES, for its attempts to enhance several key brand metrics in a highly competitive category.

Its "Let's Change Insurance" initiative chimed with consumers' frustration with the industry and offered a different approach, growing share for the first time in five years.

Despite being best known for men's suits, BOSS Orange - Gold winner and number one paper from the pan-European EACA Euro Effie Awards - introduced the BOSS brand to the female fragrance sector.

The product soon led its category following launch, propelled by a creative strategy that shunned convention and focused on the qualities of authenticity and happiness.

Finally, snack-food brands headed the charts regarding both the UK's IPA Effectiveness Awards and the Australian Effies.

Wispa, the Cadbury chocolate bar relaunched following a public social media campaign, was the most popular IPA entry.

In Australia, Naked Communications helped revive the fortunes of George Weston Foods' Little Bites of Cake by building a bigger "Ministry of Muffins" brand around the product to provide a platform for innovation.

Data sourced from Warc