And the winner is... 

The winner of the Grand Prix Quarter 3 is Debenhams –Carat and Steel London

The runner-up of the Grand Prix Quarter 3 is Cornetto - Mindshare

The Grand Prix Awards were set up to recognise brand/marketing managers and the innovation, creativity and effectiveness of their digital campaigns. The campaigns that receive the highest votes receives a prize at the end of each quarter whilst also having the opportunity to go through to the 2011 Grand Prix Final. 

Grand Prix Awards Finalists Quarter Three - Campaign Background

Debenhams

Intro/Creative Used  

The focus of our autumn brand campaign, ‘Life Made Fabulous’ was to raise the profile of Designers at Debenhams and showcase their fabulous, affordable designs.

Strategy 

Objective: Drive campaign awareness by targeting females between the ages of 25 -54 years on a mixture of fashion focused sites.

Results

• Overall results were positive for an awareness campaign
• The campaign (excluding Facebook) generated 1,227,210 impressions which resulted in 1,321 clicks; with a 0.11% CTR which is 0.04% higher than the industry standard.
• The Independent Digital Network was the best performing platform, with over 800 clicks recorded, with a 0.17% CTR which delivered a cost effective CPC of £0.89. 
• Facebook ASU worked quite well with achieving over 4 Million Impressions delivering a CPC of £0.62

Cornetto

Intro / Creative Used

Our campaign objective was to have fun with the target audience and re-engage teens with Cornetto.

Strategy

Our activation strategy worked through creating an engaging digital platform for teens that built upon and created relevance around Cornetto Enigma Campaign Idea.

“Your Soft Side is Irresistible, Use it!”  

Results

We built an integrated display and social strategy to achieve objectives and the campaign successfully exceeded all targets.

Whiskas

Intro / Creative Used

Whiskas wanted to focus on the wonderful relationships owners have with their cats and allow cat owners a forum to share their stories and their experiences with each other.

Strategy

The strategy is to talk to cat owners about the special moment the cat chooses to share with them. A cat is a uniquely independent creature and this is what the A Cat Would campaign captured.

Results

The results were great, we drove 3,966 cat owners to our newly created cat community page on Facebook where they continue to post pictures, videos and anecdotes about them and their cats. We have created the equivalent of a walk in the park for dog owners – cat owners who previously couldn’t talk to other cat owners about their feline friends are now happily sharing on the Whiskas Facebook page.

Vodafone

Intro / Creative Used

Vodafone wanted to generate awareness of their new exclusive customizable Smartphone offer that gave easy access to the Internet and mobile apps.

The creative run on independent.ie was an expandable leaderboard format that contained bespoke streamed video, created specifically for this format, highlighting the offer.

Strategy

The Vodafone Smart offer made Smartphones ultra-affordable for everybody.  The offer effectively created a new, wider audience for the Smartphone category.  To capture this new Smartphone audience online our strategy was breadth of targeting (reaching as wide an audience as possible) and simply demonstrating the great features on the phone.  This demonstration feature was key to proving to a sceptical audience that this phone, at this price point, really was a proper functioning Smartphone.  Expandable video on the Independent site gave us both the reach and opportunity to demonstrate that we needed.

Results

The campaign achieved all objectives by generating awareness of the offer and sales. The expandable creative specifically achieved an interaction rate of over 15%, allowing the independent.ie audience to see the phones features before following to Vodafone.ie to learn more about the offer.

Kia Picanto

Intro / Creative Used

“KIA Picanto, the city car that’s small on size but roars in performance”, was the sentiment broadcast in the 30 second TV ad. In order to further this concept in a digital environment, rich media creatives were required.  An expanding MPU was selected as the format of choice as the MPU placement on websites allow for greater audience engagement.

Strategy

The role of digital in this campaign was three-fold:

• To deliver the message in trusted Irish digital environments

• To further engage and amuse the online audience

• Drive traffic to KIA website 

Results

 Roaring in performance on this campaign was most certainly not restricted to the Picanto.   Independent.ie again proved instrumental by delivering a highly engaged audience.   The campaign interaction time on Independent.ie was 5x greater than the industry average and 2x that of the campaign’s average.  More importantly, the average view time for the 20 second version of the TV ad was 18 seconds, a figure that would be the envy of many is the TV buyer.

permanent tsb

Intro/Creative Used  

ICAN was briefed to create an outstanding and high impact online creative for the latest permanent tsb Interest First campaign that went live in September 2011.

The new Billboard format on independent.ie was a perfect fit - apart from been a high impact banner, the proposal included placement on a prominent section of Independent.ie which has always performed well for us in past campaigns.
 
From a creative point of view, the larger format allowed ICAN to develop a stronger execution of what would otherwise have been a standard animated banner.

Strategy
The animation included an alarm clock ‘going off’ and then ‘exploding’ reinforcing  the campaign message “Don’t wait month to get an explosive return”.

Results

The campaign results proved that the Interest First 973x200 pixels creative drove 4 times more clicks than a standard format on the same placement.
It also drove qualified leads for the bank, with a positive ROI.

The ICAN team is proud to have added this format to a series of innovations and media firsts and the client is very pleased with the campaign results.

 Criteria for finalists in the Grand Prix Awards:

- New and engaging formats 
- Engaging message 
- New concept 
- Integration of online and offline media and events 
- Representation of new ideas/market leaders 
- Innovative campaign
- Use of social media in a campaign