BRUSSELS: 'DutchDress', a World Cup-themed campaign developed for beer brand Bavaria by Selmore, has taken the Grand Prix at the 2011 IMC European Awards.

Selmore and Ogilvy Dublin were the two biggest agency winners, taking four Golds each, while UK agencies topped the national charts, winning 26 of the 61 awards handed out this year. Warc subscribers can browse the case studies of all the winning campaigns.

Alvaro Ales, chairman of IMCC, organiser of the IMC Awards, said that the popularity of integrated campaigns had been a major trend across the 2011 winners as a whole.

"Client budgets are under pressure, but this exciting marketing channel offers advertisers impact and value at the same time – it is no surprise that so many great, effective IM campaigns were developed and run when the business context has been difficult," he added.

The Grand Prix-winning Bavaria campaign, which also won two gold awards, involved flashmobs of Dutch women showing up to World Cup football games clad in orange dresses – the colour of the national football team.

Earned media generated by these publicity stunts was supported by an integrated ad campaign, leading to a 41% sales increase and soaring brand awareness.

Meanwhile, a campaign from Ogilvy Dublin for Kellogg's was the other double gold winner of the night.

'Field of Dreams' was a CSR-focussed initiative that involved an on-pack promotion for Kellogg's Corn Flakes, offering local sports clubs the opportunity to win a €100,000 make-over for their playing field. The campaign attracted 250,000 active participants and lifted the brand's sales by 5%.

Some 113 campaigns from nine countries were entered for the IMC Awards. In total, 11 golds were handed out.

Other winners of the top prizes included campaigns for the Audi A1 (from Tequila Ireland), charity Beatbullying (The Big March) and the Antwerp police (LDV United).

Data sourced from IMC; additional content by Warc staff