The IPA has awarded its Effectiveness Grand Prix to VCCP’s “glass and a half” marketing campaign for Cadbury, which elevated annual gross sales by 22% (in comparison with a goal of 9% in 5 years) and rebuilt the model at a time when two million British households had stopped shopping for it.
VCCP’s marketing campaign has been operating for 4 years, by which time Cadbury’s has change into Britain’s fastest-growing grocery model, value over £1.4 billion a 12 months, with annual revenues up by £261m.
Harjot Singh, convenor of judges and McCann’s world chief technique officer, mentioned: “This paper is a implausible demonstration of how a objective anchored in reality concerning the product can be utilized successfully in advertising and delivering measurable affect. It’s significantly highly effective on this case that the aim was used to generate renewed love for a heritage model. Judges highlighted the revolutionary multimedia integration over a long-term interval.”
IPA Effectiveness stalwarts adam&eveDDB and BBH additionally took dwelling prizes. The president’s prize for behavioural change was awarded to ITV for adam&eveDDB’s Veg Energy marketing campaign, and the company additionally received effectiveness firm of the 12 months, whereas OMD Group was community of the 12 months.
BBH, Tesco and Mediacom received the Channon Prize for greatest new studying for its paper “From serving customers to serving the nation.”
Arguably the effectiveness Grand Prix is essentially the most coveted award within the trade as a result of it breeds the final word prize: longevity in client-agency relationships.
VCCP final received the IPA Grand Prix again in 2004 for its rebranding of O2, now Virgin Media O2, which stays a shopper as we speak. Likewise BBH with Tesco and Audi, and adam&eveDDB and John Lewis have remained collectively regardless of challenges alongside the way in which.
