LONDON: An emotive TV-led campaign from UK retail chain John Lewis has taken the Grand Prix at the 2012 IPA Effectiveness Awards.

In all, 14 Gold, 10 Silver and 11 Bronze winners were awarded this year, along with eight special prizes. The full case studies for all of the winners can be viewed by Warc subscribers.

The Grand Prix winner, 'Making the nation cry… and buy', from Adam & Eve and Manning Gottlieb OMD, was based around a series of emotional TV ads, with outdoor the other main touchpoint used.

In all, the campaign was credited with generating over £1bn of incremental sales and £261m of profit for John Lewis over two years.

The night's only triple award winner was 'The case in defence of Deon', developed by Abbott Mead Vickers BBDO for London's Metropolitan Police. This campaign, based around an "interactive murder mystery" hosted on Facebook, achieved an overall ROI of 8.5:1, and won the Best Demonstration of Consumer Participation and Best New Learning special awards, as well as a Gold.

AMV BBDO also took Gold and the Best International award for 'You're not you when you're hungry', a global, celebrity ambassador-led campaign for Snickers that boosted the chocolate bar brand's sales by almost 16% in one year. The agency itself was also named by the IPA as its Effectiveness Company of the Year for 2012.

Elsewhere, DLKW Lowe, MediaCom and Digital UK won a Gold and the Best Channel Planning award for its work promoting the UK digital TV switchover to older, disabled and minority audiences.

Ogilvy & Mather India took Gold and Best Use of Insight for 'A meetha journey', a campaign for Cadbury Dairy Milk that used cultural cues to subvert the Indian tradition that chocolate was a solitary treat, rather than something to be enjoyed at parties and festivals.

Waitrose, John Lewis' sister company, won the final special award, Best Dedication to Effectiveness, as well as a Silver, for 'The best ever Christmas'. This campaign, which expanded the client's customer base despite tough economic conditions, was developed by Bartle Bogle Hegarty.

Other IPA Golds awarded on the night included campaigns for McDonald's, Virgin Atlantic and Dove.

Data sourced from Warc; additional content by Warc staff