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NZ Police: Increasing the diversity of NZ Police
The Communication Agencies Association of New Zealand, Gold, New Zealand Effie Awards, 2013
This case study describes a campaign by the New Zealand Police which successfully increased the diversity of new recruits, with a decreased marketing budget, by commissioning creative street art installations.
This case study describes a campaign by the New Zealand Police which successfully increased the diversity of new recruits, with a decreased marketing budget, by commissioning creative street art installations. The art installations were created in areas visited by the target groups and depicted stories of police intervention that each target group could relate to. Each story explained the role of the police officer in helping others, and showed that becoming a police officer did not mean changing their identity. There was a launch event with media for each art installation which included interviews with police role models. The theme was continued in ads on television, radio, and in cinemas. Social media was used, and all channels drove people to a mobile optimised website.
KRAFT Macaroni & Cheese: Sabemos que te va a encantar (We know you're going to love it)
Effie Worldwide, Gold, North America Effies 2013
This test campaign saw Kraft's Macaroni & Cheese pre-prepared food brand target less acculturated US Hispanic consumers with its first dedicated communications to this audience in six years.
This test campaign saw Kraft's Macaroni & Cheese pre-prepared food brand target less acculturated US Hispanic consumers with its first dedicated communications to this audience in six years. In the interim period, sales had in fact been falling among this group. The objective was to reach Hispanics through in-language communications and prove the effectiveness of these efforts in four Hispanic-designated Walmart stores (Dallas, Houston, Phoenix and Los Angeles). The brand had to counter perceptions of being 'foreign food' and contrary to the Hispanic tradition of preparing food from scratch. The research-driven campaign idea – 'It will make you more happy, not less Latino' – played out across TV, radio, online and print. Sales within the test stores increased 4%, representing a 39% ROI (above the Hispanic TV industry average of 29%).
Sprite: Measuring the Intensity of a Media Sponsorship
Effie Worldwide, Bronze, North America Effies 2013
This US case study shows how Sprite, the soft drink, connected with the African-American teen market and achieved high active social engagement.
This US case study shows how Sprite, the soft drink, connected with the African-American teen market and achieved high active social engagement. It did this through capitalising on its long-standing sponsorship of the National Basketball Association (NBA) Slam Dunk Competition, which involved four basketball players showcasing their most creative and spectacular slam dunks. To give fans an enhanced experience of the competition, Sprite created the Sprite Slam Dunk Intensity Meter, which measured the power intensity of slam-dunks, live on-air. This addition to the competition generated 148,201 tweets and 1,537 mainstream news mentions, creating an additional 171m earned media impressions.
State Farm: Who's got an agent?
Effie Worldwide, Bronze, North America Effies 2013
In 2011 State Farm, the US insurance company, wanted to reverse declining numbers of American Hispanic customers without sacrificing premium pricing.
In 2011 State Farm, the US insurance company, wanted to reverse declining numbers of American Hispanic customers without sacrificing premium pricing. It did this by recognising that Hispanics are always searching for a better life for themselves and their families in a never-ending process of betterment, but also enjoying themselves along the way. Two Hispanic celebrities who personified this drive were employed in a humorous television campaign and extra online footage. Following its popularity, State Farm went on to sponsor a music tour in 2012, which included delivering exclusive footage to fans and providing a 'better state'. The campaign delivered an increase in automotive quotes and Hispanic policies, with significantly improved brand recall, brand linkage and message linkage compared to its previous campaign peak.
Tide: Mi Tide
Effie Worldwide, Gold, North America Effies 2013
The market leading position of Tide, Procter & Gamble's laundry detergent brand, was under threat within the US Hispanic market, where its share and equity scores were declining.
The market leading position of Tide, Procter & Gamble's laundry detergent brand, was under threat within the US Hispanic market, where its share and equity scores were declining. The resulting campaign was tasked with increasing sales and boosting awareness of Tide's product variants for the Hispanic market, a range which catered for differing levels of consumer acculturation. The campaign needed Latinas to feel that Tide made each product variant exclusively for them and what they valued most. To do so, the 'Mi Tide' campaign broke with the norm of crafting insights known to resonate amongst the majority of the Hispanic segment, by taking a highly targeted approach. TV and online were the main channels, which included the Tide/Espanol website featuring a question-led product selector. As a result of the campaign, Tide grew its share and equity scores.
PAM Cooking Spray: Food Freedom
ARF Ogilvy Awards, Silver, Multicultural, 2013
PAM, a cooking spray brand with a long heritage, defended its price premium over rivals with this campaign.
PAM, a cooking spray brand with a long heritage, defended its price premium over rivals with this campaign. Ads highlighted the spray's functional superiority, thanks to its new formula, in order to justify its extra costs. The target was occasional PAM users who bought PAM when it was on sale, but bought a cheaper product when it was not. The marketing campaign was in both the English and Spanish languages, in order to reach the Hispanic community in the US Media used ranged from TV to digital to in-store activations. The creative was based around product demonstration offering proof of its superior performance. Following the campaign, the brand has shifted consumer perceptions about efficacy and, in turn, brand switchers have increased their purchasing of PAM.
Talk Talk: Multicultural marketing campaign
Saad Saraf, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
This case shows how TalkTalk, the telecoms provider, extended its Global Minutes Boast (GMB) campaign by focusing on the UK's South Asian communities.
This case shows how TalkTalk, the telecoms provider, extended its Global Minutes Boast (GMB) campaign by focusing on the UK's South Asian communities. By defining a target who had close connections with family and friends overseas, the campaign utilised a range of contextual media including sponsoring the weather and news, the latest Bollywood gossip, fashion and lifestyle trends. The strategy increased sales conversions to 20% within a 16-week campaign period.
2011 Census: Ticking all the boxes
James Robertson, Simon Pride, Gill Reid and Oliver Doerle, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
In 2011 the UK Census, the decennial survey of the country's entire population, faced the challenge of motivating 25.4 million households to complete and return a 56-question, 32-page census questionnaire.
In 2011 the UK Census, the decennial survey of the country's entire population, faced the challenge of motivating 25.4 million households to complete and return a 56-question, 32-page census questionnaire. Since its inception 200 years ago, government enumerators had personally hand delivered and collected questionnaires, but a declining response during the previous Census in 2001 called the model into question. In the 2011 Census, for the first time, marketing communications took the lead in prompting the majority of responses, allowing enumerators to focus efforts in a more efficient way against non-responders. The campaign met the challenge, saving £20m and ensuring statistical accuracy, inclusivity and value-for-money. The ROMI is calculated as £2.93 for every £1 spent.
St.George Bank: Enter the Dragon
Melissa Chaw and Mark Sareff, The Communications Council, Bronze, Australian Effie Awards, 2012
Australian bank St.George hoped to repeat the new business success of its campaign targeting the Chinese/Vietnamese community during the mid-Autumn Moon Festival, with a new campaign during the Lunar New Year in 2012.
Australian bank St.George hoped to repeat the new business success of its campaign targeting the Chinese/Vietnamese community during the mid-Autumn Moon Festival, with a new campaign during the Lunar New Year in 2012. However, this time the interest rate it was able to offer was lower and there was far more advertising clutter. As result, St.George capitalised on 2012 being the year of the water dragon - expected to be a strong year for financial well-being - and geared communications towards linking the St. George Dragon with this sign of good fortune. This generated 12 times the return of the prior campaign, which equated to a ROMI of 972%.
Bing: How Microsoft Created a Search Engine for a New Generation
Effie Worldwide, Gold, North America Effies 2012
The Jay-Z Decoded campaign helped Microsoft's search engine Bing create competitive advantage over its much more established rival, Google.
The Jay-Z Decoded campaign helped Microsoft's search engine Bing create competitive advantage over its much more established rival, Google. Bing needed to increase usage and position itself as a modern choice to a younger audience highly suspicious of advertising. So Bing developed an interactive game experience, putting every page from Jay-Z’s autobiography in a different location based on the content of the page, and connecting them all together with Bing Search & Maps. Market share in search the month the campaign was in market went up to 11.8%, its highest point since its launch in 2009; intent to use also rose by +15 points.
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