Home > Case Studies > Awards > IPA Effectiveness Awards 2012
Rewarding campaigns that demonstrate payback on marketing spend
The cases below have been recognised for providing clear proof of their effectiveness in one of the industry's most rigorous competitions.
Making the nation cry… and buy
To counteract the challenging retail environment in the UK, John Lewis engaged in highly emotional advertising with a focus on television.
The campaign generated £1074m of incremental sales and £261m of incremental profit in just over two years.
Getting Britain lovin' it once again
Je ne sais quoi
Going from good to great
Best Channel Planning:
Best Demonstration of Consumer Participation, Best New Learning: Metropolitan Police
Best International: Snickers
Best Use of Insight:
Cadbury Dairy Milk
Best Dedication to Effectiveness: Waitrose
VO5 Extreme Style
Never without art
A little bit of T.L.C.
Magnum: Magnum Gold?!
What is the most efficient path between two points?
The Like Brands campaign
Taking British Gas back to the future
Department For Transport
Drink Drive 70s through to the present
Dove Winning in China
Health Promotion Board Singapore
Including case studies from the 2012 Effectiveness Awards, along with specially commissioned chapters of insight and analysis.
Browse all of the 2012 winning and non-winning entrants
Look back at past award-winning papers from 2011 and 2010