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.
Oxfam
Intro / Creative Used
The Oxfam Unwrapped 2011 campaign, promoting the Oxfam Christmas Gift catalogue, ran across print, radio and digital formats. We focused more on digital than in previous years for a number of reasons. Primarily because that is where the audience is. By focusing on digital media Mediaworks can track return on investment and maximise the returns on the campaign by monitoring the performance on a daily basis. The secondary reason was the ability to deliver creative that seamlessly linked in with the printed materials that Oxfam have produced. Digital media allowed Oxfam to create banners that reflected their brochures, whilst being engaging standing our from other charities active at the same time of year.
Strategy
We focused on areas, sections and sites which had users or content that would fit with our target audience and heavily upweighted these areas with our advertising. We focused the activity over a shorter period to get maximum exposure over that shorter period and increase the impact of the campaign in the run up to Christmas.
Results
In what is a difficult year for charities to raise funds due to the state of the economy as a whole, we are very pleased with the results. The campaign is still running but to date we have had a had very positive results with the campaign performing well both in terms of clicks to the site and in terms of purchases.
Penneys
I Love Penneys campaign
Intro / creative used
The objective of the campaign was to drive footfall to stores around the country during the busiest retail period of the year.
Strategy
In order to reach our objectives one of the elements secured was a sponsorship package on Independent.ie, through various media placements and creative messages. Along with fixed placements on the Homepage of Independent Woman we included a high impact 300x600 format in order to lure in eyeballs to a larger format. Through this format, a combination of fashionable affordable clothing was portrayed from womenswear, menswear and kidswear along with video inclusion to showcase the catwalk sense from the various collections.
Results
Overall the campaign delivered strong results well above industry average.
The CTR’s from Independent.ie were very strong overall. The average interaction time for this ad format was 5x greater than other rich media formats while the average view time for the embedded 20 second video was 18 seconds overall.
Bus Eireann
Intro / Creative Used
The objective for Bus Éireann, working with Strategem iLabs, was to promote their béClub loyalty programme. It was set up to reward loyal consumers with béClub points to redeem exclusive retail discounts, accommodation deals, and seasonal offers.
Strategy
The strategy was to promote the uniqueness of béClub – one can only obtain these rewards with béClub. Every customer can earn points on tickets they purchase, so why not sign up and see what’s in your béClub?
Strategem iLabs designed an ad for Bus Éireann, which would showcase béClub in the new Pushdown format. Once users rolled over the ads, it would expand to show them exactly what was waiting for them once they registered for the programme.
This led to the creative development of the béClub gift box containing offers and €5,000 worth of prizes that users could open if they signed up.
Results
The Pushdown format received a CTR of 0.17%; the campaign delivered 3,000 incremental registrations.
SEAI – Electric Vehicles
Intro / Creative Used
The Sustainable Energy Authority of Ireland briefed RLA to create an online campaign that drove awareness about a new government grant scheme available for people switching to Electric Vehicles. The creative cleverly used a simple animation of an electric cable that visually made up different images to deliver the key message, which was all built around the creative positioning of:
‘Follow the lead’.
Strategy
Using multiple formats online to generate interest in electric vehicles and the grants available, by tapping into the mindset of people who are likely to switch to electric cars.
Results
The results were very impressive, considering the interest in electric vehicles is limited to a very niche market of early adaptors. The campaign generated almost 10,000 visits in four weeks and increased new visitor hits to the SEAI site by 83%. An incredible 20.15% of these visits were generated via the Independent.ie Billboard, which shows the impact the larger billboard format has in delivering results.
Vodafone
Intro / Creative Used
Vodafone wanted to generate awareness of their range of Smartphone’s in the lead up to Christmas.
Strategy
The strategy was to engage users by highlighting the best individual handsets in large creative formats that allowed the user to see the whole phone, back and front, while interacting with the creative. Users could then follow on to Vodafone.ie to find out more information about each handset.
Results
The creative succeeded in engaging users on Independent.ie as the creative received an interaction rate of above 20% while also driving traffic to Vodafone.ie and generating sales.
Hyundai
i Series Online Campaign / Irish Independent
Introduction / Creative Used
To generate awareness of the Hyundai brand and the full range of cars in the Hyundai range an engaging piece of online copy was developed. The campaign objective was to build awareness and intrigue while also driving online traffic to the Hyundai website. The creative employed a technique of repeat movement in the form of a ‘rolling wheel’ to attract consumer attention.
A Home Page ‘Roadblock’ on independent.ie on the 14 December 2011 (one week after the budget) was used and linked to a new dedicated landing page on Hyundai site.
Strategy
Hyundai is Ireland’s fastest growing car brand and Hyundai were naturally keen to communicate this fact and to explain the reasons for the brands success.
The advertising invited consumers to ‘Experience Hyundai’ and find out why Hyundai is indeed ‘the fastest growing car brand in Ireland’.
The Hyundai phrase “New Thinking. New Possibilities.” is not just an advertising tagline. It’s an invitation to consumers to experience the Hyundai range allied to superb design, specification and value for money.
Results
The results exceeded expectations both in terms of traffic to the site and additional footfall/ enquires at dealer level while the Irish Independent played an important role in achieving our targets.
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