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IPA 2010: Silver Winners

A full list of Silver award-winning case studies from the 2010 IPA Effectiveness Awards.

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Case Study

HSBC wanted to create a brand with meaning and value that would help establish a strong global identity and image.

Case Study

In 2009, following three years of growth driven by taste-centric communications, KFC faced challenging sales targets.

Case Study

Since 2006, BT Broadband faced three major competitive challenges; Carphone Warehouse offering ‘free’ broadband, Sky entering the fray with their bundle proposition and Virgin’s creation of the first ‘quadruple-play’ UK media company.

Case Study

For many years, HMRC had run a successful campaign, encouraging people to do their Self Assessment tax returns on time and online.

Case Study

In 2009 Audi faced a perfect storm: a slowing economy, more frugal consumers and a greener society. Through better understanding its customers, Audi was able to evolve its communications, shifting its previously model-focused approach to one which highlighted the efficiency innovations of the entire Audi range.

Case Study

Road Safety has long been a government priority, helping to drive a 50% decline in deaths on Britain's roads since the 1960's.

Case Study

Thetrainline.com faced declining sales growth. To reverse this trend they identified those people responsible for the 81% of train tickets bought at the station on the day.

Case Study

In the summer of 2008, the airline industry saw passenger numbers falling and soaring oil prices. Virgin Atlantic’s response was to increase its marketing spend and concentrate on brand-building communications to rekindle its spirit.

Case Study

In 2008 Fruit Shoot found itself in a downward spiral of promotional addiction, locked in a battle with retailers that no one could win.

Case Study

By 2007 Cadbury Dairy Milk (CDM) was running out of steam; facing flatlining sales, losing relevance to younger generations and with an advertising model that felt tired.

Case Study

This paper is a story of brand rejuvenation of a Great British invention: gravy. Bisto’s problem was that it no longer played a relevant role in the lives of modern British families.

Case Study

In 2006, Unilever’s top global fabric-conditioner brand, Comfort, was stagnating in Southeast Asia. Sales were declining and value growth was lacklustre.

Case Study

In the late 1990s, a new set of competitors changed the dynamic of the market, leaving Barclaycard’s original communications model outdated.

Case Study

In 2006 Lloyds TSB was suffering from a dusty and old-fashioned reputation, resulting in a dwindling current account base and the industry's lowest levels of non-customer consideration.

Case Study

In 2006, for the third consecutive year, Surf was losing volume and value share. It was perceived as cheap, limiting its appeal to promotion seekers who buy on price.

Case Study

The first quarter of 2009 saw Heinz losing share to ‘own label’ brands in all core categories, with previous loyalists favouring cheaper alternatives.

Case Study

This paper tells how the Department of Health has taken a novel approach to one of society’s oldest ills.

Case Study

During the worst recession since the 1930s, T-Mobile faced diminishing returns in a contracting market; mobile phone usage was cut by a third, and T-Mobile was an unloved brand.