IMC European Awards 2010 winners

Summary
Albert Heijn, the largest food retailer in the Netherlands, was enjoying good sales but realised that families with children were unrepresented in stores and decided to remedy this. Its objectives were to increase brand awareness, preference and likeability amongst families with children and also increase market share and weekly sales. In a climate of supermarket price wars and price slashing, Albert Heijn decided to be different and launch an added-value campaign; shoppers would be given a set of football stickers for every 10 Euros spent at Albert Hejin stores. This promotion was accompanied by a television advert that showed Premier League footballers working in Albert Heijn stores. The TV commercial was supported by videos of the players released on YouTube to create an online buzz then outdoor and in-store adverts. There was also an accompanying online quiz as well as swap events and prizes for the best collectors.

Summary
Chupa-Chups, the confectionary manufacturer, wanted to shift the brand perception of Smint in the Spanish market. Smint had been experiencing falling sales while advertising its functional benefits so it decided to re-market itself as a fresh and unique product. Smint’s objectives were to increase sales, create brand awareness and regain customers through its new positioning. Targeting 20-30’s, Smint launched an advertising campaign that linked it to acting in a brave, fresh way and doing what you want, when you want. This was followed by a promotion, where Smint gave away t-shirts, bags and sweatshirts free with its product. These items were designed by an invented designer – Stylr. Stylr was an urban artist who’s work was shown in blogs, forums and social network sites 3 months before the campaign was launched to gain credibility. This was the kind of new and bold move that Smint managed to link to its brand.

Summary
In 2009 LEO of Kraft Foods, the makers of the famous Belgium waffle, wanted to launch a campaign that would allow it to continue to hold its own in a very competitive market with a budget of around 10% of that which its competitors enjoyed. LEO’s target audience was young mothers who bought the waffles for their children, it therefore wanted the campaign to emphasise a feeling of wholesomeness while tapping into the nostalgia people felt about the original LEO advert in 1989. The campaign consisted of the original character, Rudi searching for his replacement and enlisting the help of the Belgium public. The person selected won the chance to record a song with a famous music producer. This campaign was accompanied by a partnership with a national reality TV show and Rudi went on to host his own television programme.

Summary
Coca-Cola’s fruit flavoured soft drink launched a six-month promotional programme called “Con Poco Me Lo Monto” (“I get by with little”) designed to engage young people in Spain aged 16 to 22, by allowing them to take part in games on a microsite which gave them the chance to win prizes. The campaign was publicised on Fanta products as well as press, out door, radio, internet and TV. There were more than 2.5 million visits to the microsite and 80% of participants were from the target age group.

Summary
Savoury spread Marmite, owned by Unilever, is well known for its unusual and honest brand slogan – you either love it hate it. Despite being a British icon, its penetration levels had stagnated recently as it competed with other spreads, cereals and breakfast snacks. In response, Marmite partnered with children’s book and cartoon character Horrid Henry, whose series had sold over 14 million books and audiobooks worldwide, by offering a free Horrid Henry audiobook with the purchase of a promotional jar. The campaign was designed to engage mums with above average incomes, aged 25-44 with at least one child under 16, and it targeted them through press in women’s magazines and on the radio. The campaign was further by promoted by a famous celebrity in the UK, Sinitta. The campaign increased sales and frequency of purchase of Marmite jars within the first four months of the promotion.

Summary
ROC Noord Holland is a regional education centre providing vocational and training courses to those in the Noord-Holland province. One in five in the province are illiterate and it was the centre’s aim to increase awareness amongst employers (in both the public and private sector) of the benefits of sending an illiterate employee on a literacy course. In order to target medium size enterprise MDs/owners it persuaded national newspapers to advertise the centre on the front and second page, with supporting promotion through radio, online, brochures and PR. To target bigger employers and members of the government an official event was organised which included a play staged by illiterate people. Within four weeks awareness of the centre increased by 67%.

Summary
The lemon-flavoured soft-drink Gini, owned by Orangina Schweppes Belgium, had been declining for several years because of young people preferring sweeter soft drinks. In response, Gini launched a sweeter flavour called “Passion” and wanted to promote both its “Lemon” and “Passion” variants to 18-24 year old Belgians, but in a way that didn’t exclude the over 30s. The campaign revolved around the ‘Angel or Demon’ concept and was promoted on public transport, online, social media and in key target areas (such as universities and cinemas). Further promotion occurred through the use of branded items and drink samples in clubs, pubs and food outlets. The campaign led to an increase sales of 9%.

Summary
Belgian cooking margarine Solo, owned by Unilever, had been declining at a larger rate than the market average owing to increased competition from soya products, olive oils and low-fat margarines, and the product itself being perceived as old-fashioned and less healthy. The Solo Open Kitchen campaign aimed to be a social network for cooking fans that targeted Belgians 25-54 year olds interested in cooking. On the website, consumers could find recipes and share, import and store them in a personalised online recipe book. Promotion was through a promotional TV programme and magazine as well as online, buzz marketing, social media, in stores, partnership with other food products and an iPhone app. The campaign stopped Solo’s decline and increased its market share.

Summary
The orange flavoured soft drink Tango, produced by Britvic, had fallen out of favour with UK teenagers of today. After three years of underinvestment the brand had lost distribution across small independent convenience stores which were the key retailers for the target audience of 17-24 year olds. In order to promote the launch of a limited edition 440ml can, a helpline was set up which broadcast four random scripts, detailing bizarre and humorous “side effects” that may occur if someone consumed “too much” Tango. These sought to encourage repeat engagement through the inclusion of a prize draw. Furthermore, key convenience store partners were targeted around teenage hotspots which were ‘taken over’ by Tango for several weeks, featuring cheeky slogans, farting FSDU units, hairy shelf wobblers and ‘neighing’ bins. The campaign helped secure further distribution and rate of sale increased by 150% in targeted stores.

Summary
Samsung Mobile wanted to strengthen their position with the UK mobile network O2 through promoting its affordable and entry level Samsung Genio Touch model in an exclusive white colour during the Halloween period. The campaign targeted 16-24 year olds and involved branded POS material, such as posters, promotional balloons, plasma screens, and a free USB (dongle) offer to be displayed in O2’s retail store. Promotion also took place on a branded Halloween rickshaw which took potential customers from town centres to their nearest O2 store. The campaign increased footfall into O2 stores and increased sales of the Samsung Genio Touch handset.