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IPA Effectiveness Learnings
2016 International Cases
Participants
Carlos Grande,
Effectiveness Editor
IPA
Soren Christensen,
Partner,
Robert/Boisen & Like-minded
(Spies Travel...
Featured Cases
Doing it for Denmark - a tongue in cheek campaign
repositions a travel brand for new growth
Narellan Pools ...
Download all the 2016 winning cases
from www.ipa.co.uk/effectiveness
Narellan Pools by Affinity
Discussion
Luke Brown, CEO, Affinity
Video
Summary of brand challenges
• Stagnating sales
• Declining interest in pool ownership
• Noisy competition from rival brand...
Summary of strategy
• Research customers and analyse data looking for key drivers
of conversion from lead to sale
• Develo...
Results
Results
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Understand what converts consumers from leads to sales.
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
In a tough market, focus on innovation, consumer insight and optimising...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
If you use programmatic activation, apply the rules sensitively. Narell...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
‘Big Data’ works best when it partners strong creative and audience ins...
Spies Travels
by Robert/Boisen & Like-minded
Discussion
Soren Christensen,Partner,
Robert/Boisen & Like-minded
Video
Summary of brand challenges
• Core package holiday market under threat
• Low awareness of Spies activity and city
break of...
•Create provocative, PR storyline about Denmark’s
birth rate and holiday sex
• Use research and scientific experts to leve...
Media Plan
Results
Results
0
20
40
60
80
100
120
140
2013 2014 2015
Bookings-Index
Spies - Bookings for City Breaks
15.5% increase
City Break...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Investigate the emotional needs your brand can credibly address. Holida...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Done well, comedy can reposition a brand and bring in new users.
But it...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Create PR stories of global, as well as national, appeal. Audiences wil...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Build on success – 2nd Spies campaign featured new storylines and offer...
Officeworks by AJF Partnership
Discussion
Pieter-Paul von Weiler,
Head of Strategy, AJF Partnership
Video
Summary of brand challenges
• Shrinking market, led by me-too price
offers
• Decreasing brand health scores
• Little emoti...
Summary of strategy
• Integrate brand-building and sales activation
• Reposition around tighter target audience
• Create m...
Results
Learning
Combining branding and sales activation can communicate both brand attributes
and a sales call to action. This TV...
Learning
Press and catalogues emphasised sales activation messages.
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Find the social or psychological need the brand meets and
communicate i...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Concentrate on long-term gain, not short-term success, and invest in lo...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Providing a long-term overview of quarterly sales enabled the brand to ...
Learning
Luke Brown,
CEO
Affinity
(Narellan Pools)
Once a positioning ‘takes’ it can be interpreted freely. Between 2012 a...
Q&A
Contacts
Carlos Grande, IPA
(carlos@ipa.co.uk)
Soren Christensen,
ROBERT/BOISEN & Likeminded
(sc@rblm.dk)
Luke Brown,
Affi...
Download 2016 winning cases from
www.ipa.co.uk/effectiveness
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IPA Effectiveness Learnings: 2016 International Cases

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This presentation discusses the key learnings from the international IPA Effectiveness Award-winning cases in 2016.

Publicado en: Marketing
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IPA Effectiveness Learnings: 2016 International Cases

  1. 1. IPA Effectiveness Learnings 2016 International Cases
  2. 2. Participants Carlos Grande, Effectiveness Editor IPA Soren Christensen, Partner, Robert/Boisen & Like-minded (Spies Travel) Luke Brown, CEO Affinity (Narellan Pools) Pieter-Paul von Weiler, Head of Strategy, AJF Partnership. (Office Works)
  3. 3. Featured Cases Doing it for Denmark - a tongue in cheek campaign repositions a travel brand for new growth Narellan Pools – a Big Data insight helps turn Australians from prospects to sales Officeworks – bringing brand-building and sales activation together to make the functional emotional
  4. 4. Download all the 2016 winning cases from www.ipa.co.uk/effectiveness
  5. 5. Narellan Pools by Affinity
  6. 6. Discussion Luke Brown, CEO, Affinity
  7. 7. Video
  8. 8. Summary of brand challenges • Stagnating sales • Declining interest in pool ownership • Noisy competition from rival brands – particularly in summer, low barriers to entry • Two stage challenge – turn around the decline, then find out what drives customer sales
  9. 9. Summary of strategy • Research customers and analyse data looking for key drivers of conversion from lead to sale • Develop ‘dive-in’ creative proposition • Identify conversion ‘peaks’ in hot weather • Invest in predictive weather app • Implement programmatic media activation/de-activation rules
  10. 10. Results
  11. 11. Results
  12. 12. Learning Luke Brown, CEO Affinity (Narellan Pools) Understand what converts consumers from leads to sales.
  13. 13. Learning Luke Brown, CEO Affinity (Narellan Pools) In a tough market, focus on innovation, consumer insight and optimising your marketing mix.
  14. 14. Learning Luke Brown, CEO Affinity (Narellan Pools) If you use programmatic activation, apply the rules sensitively. Narellan used regional not national data as the triggers to activate or de-activate marketing.
  15. 15. Learning Luke Brown, CEO Affinity (Narellan Pools) ‘Big Data’ works best when it partners strong creative and audience insight.
  16. 16. Spies Travels by Robert/Boisen & Like-minded
  17. 17. Discussion Soren Christensen,Partner, Robert/Boisen & Like-minded
  18. 18. Video
  19. 19. Summary of brand challenges • Core package holiday market under threat • Low awareness of Spies activity and city break offerings • Need to generate fame plus action (+10% sales growth target) • To build on 1st campaign’s success with 2nd
  20. 20. •Create provocative, PR storyline about Denmark’s birth rate and holiday sex • Use research and scientific experts to leverage PR • Develop content, tools and offers to turn awareness into activity (competitions, travel guides, discounts) • 2nd campaign targeted couples AND their parents Summary of strategy
  21. 21. Media Plan
  22. 22. Results
  23. 23. Results 0 20 40 60 80 100 120 140 2013 2014 2015 Bookings-Index Spies - Bookings for City Breaks 15.5% increase City Break Holidays 25% Increase on 2013 City Break Holidays Do It For Denmark Campaign Do It For Mom Campaign Source: Spies 2016
  24. 24. Learning Luke Brown, CEO Affinity (Narellan Pools) Investigate the emotional needs your brand can credibly address. Holidays can ‘recharge’ people’s batteries and give partners opportunities for intimacy.
  25. 25. Learning Luke Brown, CEO Affinity (Narellan Pools) Done well, comedy can reposition a brand and bring in new users. But it is all in the execution!
  26. 26. Learning Luke Brown, CEO Affinity (Narellan Pools) Create PR stories of global, as well as national, appeal. Audiences will pick up on international media coverage, not just that in the home market.
  27. 27. Learning Luke Brown, CEO Affinity (Narellan Pools) Build on success – 2nd Spies campaign featured new storylines and offers (a parental discount) and had greater results.
  28. 28. Officeworks by AJF Partnership
  29. 29. Discussion Pieter-Paul von Weiler, Head of Strategy, AJF Partnership
  30. 30. Video
  31. 31. Summary of brand challenges • Shrinking market, led by me-too price offers • Decreasing brand health scores • Little emotional connection to consumers • Needed to meet short-term sales goals and commitments to promote suppliers
  32. 32. Summary of strategy • Integrate brand-building and sales activation • Reposition around tighter target audience • Create multiple executions of idea, ‘If you have the big ideas, Officeworks has the lowest prices’ • Invest in sponsorships and partnerships around properties supporting entrepreneurs and small businesses
  33. 33. Results
  34. 34. Learning Combining branding and sales activation can communicate both brand attributes and a sales call to action. This TV spot was more brand-led.
  35. 35. Learning Press and catalogues emphasised sales activation messages.
  36. 36. Learning Luke Brown, CEO Affinity (Narellan Pools) Find the social or psychological need the brand meets and communicate it with personality and emotion
  37. 37. Learning Luke Brown, CEO Affinity (Narellan Pools) Concentrate on long-term gain, not short-term success, and invest in long-term evaluation. It took time for the full potential of the repositioning to be realised.
  38. 38. Learning Luke Brown, CEO Affinity (Narellan Pools) Providing a long-term overview of quarterly sales enabled the brand to look past short-term variations in performance to cumulative long-term growth. 8% 5% 9% 4% 4% 1% 0% 1% 2% -1% 0% 0% 0% 5% 3% 6% 7% 3% 8% 8% 9% 11% 6% 12% -2% 0% 2% 4% 6% 8% 10% 12% 2010-Q1 2010-Q2 2010-Q3 2010-Q4 2011-Q1 2011-Q2 2011-Q3 2011-Q4 2012-Q1 2012-Q2 2012-Q3 2012-Q4 2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1 2015-Q2 2015-Q3 2015-Q4 Officeworks Yearly QoQ Sales Growth (%) Reposi oning +1% +5% +9% +9%
  39. 39. Learning Luke Brown, CEO Affinity (Narellan Pools) Once a positioning ‘takes’ it can be interpreted freely. Between 2012 and 2015, Officeworks ads became less brand centric and more customer centric.
  40. 40. Q&A
  41. 41. Contacts Carlos Grande, IPA (carlos@ipa.co.uk) Soren Christensen, ROBERT/BOISEN & Likeminded (sc@rblm.dk) Luke Brown, Affinity (luke@affinity.ad) Pieter-Paul von Weiler, AJF Partnership (pvonweiler@ajfpartnership.com.au)
  42. 42. Download 2016 winning cases from www.ipa.co.uk/effectiveness

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