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

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

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

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

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

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

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.

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

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

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

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.

Case Study

Tenderstem, a branded hybrid of Chinese kale and broccoli, increased sales of its speciality vegetable by creating ads featuring a playful Tenderstem character who addressed the barriers of cooking.

Case Study

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Case Study

St John's Ambulance, a charity that provides first aid education, delivered important information to its UK audience in a lighthearted way, which led to 56 babies receiving vital first aid.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Case Study

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.

Case Study

Xbox, a gaming console brand, launched an offering to customise its controllers for fans in the US to both express their love for the brand and which acted as a means of promotion in itself.

Case Study

Aldi, a value supermarket, persuaded British shoppers to visit more often by reappraising Aldi as a credible store for top-up shopping and raising overall shopper frequency from 19.1 to 19.8 visits per year.

Case Study

Top Gear, a motoring TV series, garnered momentum for the return of the series via videos posted on YouTube which helped it to become the highest rated show on British TV channel BBC Two that year.

Case Study

Time to Change, a movement created by mental health charities Mind and Rethink Mental Illness, raised awareness for mental health support among men in the UK by launching a multimedia campaign.