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

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

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

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Vodafone Ireland, a telecommunications company, used emotion over the long term to build brand value and resist commodification.

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

Lidl, a value supermarket, showed that increased advertising spending correlates with an increase in sales via its four-year UK #LidlSurprises campaign.

Case Study

KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Case Study

Vype, a leading vaping brand, increased its market share in the UK by redesigning its communication model and launching a campaign that reached consumers at various touchpoints.

Case Study

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

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

Ella’s Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

Case Study

Air Canada, Canada's flag carrier airline, overcame market turbulence and increased sales on its winter flights without succumbing to industry tropes.

Case Study

Aldi, a value supermarket chain, developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

Case Study

Translink, Northern Ireland's (NI) public transport provider, reversed the decline in passenger journeys by launching 24 distinct promotions across Northern Ireland.

Case Study

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.

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

BT, a telecommunications company, reconnected with business people in the UK by leveraging the power of emotion to make a modest advertising budget more effective (and more efficient); generating a net profit of over £14.5m and delivering a ROMI of £3.16.

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

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created an cultural connection that reinforced its Made of More message.

Case Study

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

Case Study

U by Kotex (UbK), a feminine care brand, overtook market leaders in Australia by straying away from femcare advertising clichés and embracing its own lack of importance in the lives of its consumers.