The IPA Advertising Effectiveness Awards were first launched in 1980 with the objective of achieving three things: a better understanding of the crucial role advertising plays in marketing; closer analysis of advertising effectiveness and improved methods of evaluation a clear demonstration that advertising can be proven to work, against measurable criteria. The Awards are conducted every two years. Submissions take the form of case studies which are written by advertising agencies, with the full co-operation and endorsement of their client. The judging for the Awards is unique in advertising awards schemes because it comprises more experts from outside the advertising agency world than experts within it.
This year's gold winners include:
UKTV – Dave: the home of witty banter: With the number of TV channels in the UK dramatically increasing UKTVG2 was one of a large number of 'lost' channels with only 2% spontaneous brand awareness. In 2007 it was re-branded as "Dave", and launched on the digital Freeview service with the tagline "The Home of Witty Banter". This helped give the brand its own "personality", and aimed to promote the channel rather than just individual programmes. Spontaneous awareness rose to 32%, and Dave also attracted an additional eight million viewers to the UKTV network, delivering some £4.5 million in profit. This amounts to a return of investment of £2.99 for every £1 spent.
Kentucky Fried Chicken – Finger Lickin’ Good: In 2005, KFC was facing a declining market, a hostile media environment and increasing concerns about childhood obesity and healthy-eating. As a result, the brand lost penetration, sales and market share. Whilst many of its competitors aimed to demonstrate their healthy-eating credentials, KFC chose to remind consumers of what they loved about the brand - the taste of its chicken. As a result of this strategy its fortunes turned around almost immediately with sales and share value returning to growth. Using a combination of measures, the campaign demonstrated that advertising is a key driver of recovery, generating £328.05 million in incremental sales and payback of £4.30 incremental profit every £1 spent.
All the case studies from this year’s awards are now available on the Warc database.
The WARC database is available to current London Business School students, faculty and staff which can be found on the A-Z list of library databases via Portal.
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