A campaign by BBH for UK supermarket chain Tesco has won the Grand Prix in the 2020 IPA Effectiveness Awards; campaigns from Canada and Australia were also among the winners announced in an online ceremony last night.
From running shops to serving customers: The Tesco turnaround story outlines how the retailer recovered from posting a record £6.4bn loss in 2014/15 and having its lowest-ever consumer trust scores.
Needing more than just a quick-fix solution, it set out to rebuild the relationship between the brand and its customers. “Putting the customer back front and centre is something that is easy to say, but it has some consequences and implications for the total company, not just the customer [team] or the marketing team,” chief customer officer Alessandra Bellini noted at last week’s Festival of Marketing.
She identified the need to truly understand customers, to create differentiating propositions and, once created, to cut through the noise. Reconnecting with customers has included a focus on the in-store experience, backed by messages of helpfulness including TV spots that highlighted such things as reducing queues and matching prices on branded goods, same-day click-and-collect and ‘no quibble’ returns.
By the end of 2019, the brand posted its highest Trust, Quality and Value scores in over nine years whilst the business posted a profit of £2.29bn (and last week’s interim results claimed that more than 1.1 million customers are now more loyal to Tesco and they were pre-COVID)
Other winners in the 2020 IPA Effectiveness Awards include:
- Best Multi-Market and Gold: Guinness Made of More 2012-2019: Consistency x creativity, by AMV BBDO for Guinness.
- Best Dedication to Effectiveness and Gold: The value of Vorsprung durch Technik over four decades, by BBH for Audi in the UK.
- Best Contribution to Effectiveness through Technology and Silver: SickKids vs. conventional fundraising, by Cossette for the SickKids Foundation in Canada.
- Best Use of Data & Best New Learning and Gold: Marketing Catalyst: Creating a culture of marketing effectiveness, by Diageo.
- Best International and Silver: Building a big billion dollar tourism brand through ‘Little Adventures’, by Affinity for Tourism Central Coast in Australia.
- Best Small Budget and Bronze: Michelin Impossible: How an Aussie underdog took on the food establishment, by Ogilvy Australia for KFC Australia.
WARC subscribers can read the winning papers in full here.
Sourced from IPA