LONDON: A campaign for Foster's lager, created by adam&eveDBB, has won the IPA Effectiveness Awards Grand Prix, for demonstrating how it restored the brand to market leadership and produced a huge return on investment.
At an awards ceremony last night, the Institute of Practitioners in Advertising (IPA) also handed out a total of nine gold, 13 silver and 13 bronze prizes.
Warc subscribers can read all the winning case studies, as well as the other entrants to the 2014 awards.
The Grand-Prix-winning 'Good Call' campaign, which featured an Australian comedy duo advising UK men on how to tackle relationship problems, helped move Foster's from third to first place for both sales value and volume among lagers sold in the UK retail sector.
Convenor of Judges Lorna Hawtin, Disruption Director, TBWA\Manchester described it as "a real fight back story with a happy ending. The scale of effect versus competitors and the particular contribution of insight-led creativity to this brand's obvious resurgence are truly impressive."
The campaign was one of the most effective ever seen in the beer category by the IPA Effectiveness Awards, generating £32 in revenue for every £1 spent on advertising. That was almost twice as much as its nearest rival, a Carling Black Label campaign from 1996 which managed a comparable revenue figure of £19.27.
In addition to Foster's, golds went to four other commercial brands. These included two auto marques: Renault for the launch of the new Dacia model in the UK, produced by Publicis London and Manning Gottlieb OMD, which achieved the best ever first-year result for a car brand; and Mercedes-Benz for an AMV BBDO campaign that transformed the brand from a staid to a dynamic choice and boosted annual sales by 45%.
Manning Gottlieb OMD featured in another gold-winning campaign, this time for eyewear specialist Specsavers, while Grey London and UncleGrey combined to create the Bestseller storytelling campaign for Danish fashion brand ONLY and achieve an ROI of 53.8.
Along with the Grand Prix, seven other special prizes were awarded. Among these, OMD won the award for the Effectiveness Network of the Year, while Grey London took the prize for Effectiveness Company of the Year.
Data sourced from IPA; additional content by Warc staff