IPA Effectiveness Awards

Rewarding campaigns that demonstrate payback on marketing spend

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Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Case Study

Fleggaard, a Danish supermarket chain convinced the Danish public to shop across the border in Germany by showing them the price difference between shopping in Fleggaard compared with other Danish supermarkets.

Case Study

Budweiser, a beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Case Study

McDonald's, a fast food chain, rebuilt trust in its brand in the UK by launching a series of TVCs that showed how its food contained no added ingredients.

Case Study

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Case Study

John Lewis, a UK department store, outlines its effective communications strategy around the year which works in tandem with its Christmas campaign and which contributes to 80% of sales and 60% of profits.

Case Study

Sainsbury's, a supermarket chain, used the power of entertainment to boost brand profile in the UK at the most important time of the year, Christmas.

Case Study

Suzuki, an automotive brand, achieved sales growth and brand recognition in the UK by partnering with Ant and Dec's Saturday Night Takeaway.

Case Study

Sport England, a UK government agency, increased the number of women exercising due to its campaign which helped women feel more confident exercising.

Case Study

Tesco, a supermarket chain, increased customer's perception of the brand as helpful and good quality in the UK by reconnecting with its Every Little Helps message through TVCs that showed its helpful initiatives.

Case Study

The AA, a British motoring association, increased membership retention in the UK by launching positive TVCs that showed how AA can help get your show back on the road.

Case Study

Great Western Railway, a UK train operating company, used emotion to drive its strategy to increase revenue and profit with a backdrop of negative press around train fares and service.

Case Study

The Women's Foundation, a foundation that promotes the full and equal participation of women and girls in Hong Kong society, tackled sexism in relation to women in the workplace by launching a fake pop-up plastic surgery firm.

Case Study

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Case Study

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

Case Study

Prospan, a kids natural cough remedy, created the world's first cough prediction algorithm to deliver a 27% increase in sales in a market that shrank by 8.5%.

Case Study

Coeliac UK, a UK charity for people with coeliac disease, increased awareness of the severity of coeliac disease and encouraged people to get tested by launching an online diagnostic tool.

Case Study

Baileys, a brand of cream liqueur, repositioned itself into the world of 'real adult treats' and reversed downwards trending sales.

Case Study

Virgin Media, a telephone, television and internet services brand, increased its brand attribution in the UK by launching a series of TVCs to show why it was superior compared to competitors.

Case Study

Wonderbly, a publisher of personalised children's books, used media spend to drive 73% of global sales with this being particularly effective across the gifting period.

Case Study

The Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

Barclays, a British multinational investment bank, launched a series of purpose campaigns in the UK to regain brand trust and show how Barclays can make a difference through programmes such as LifeSkills.

Case Study

Škoda, an automobile manufacturer, achieved their best ever volume of sales orders and market share in the UK as a result of new brand positioning and creative work, while the industry around them plummeted.

Case Study

Soothers, an Australian throat lozenge brand, reversed the tide on its declining sales by making people look at its products in a new and different way.

Case Study

Tesco, a supermarket chain, leveraged social platforms behind the brand promise of 'Every Little Helps' to change brand perception and create commercial growth in the UK.