PepsiCo’s Walker Crisps Wins Cannes Grand Prix in New Creative Effectiveness Contest – Cannes 2011 – Creativity Online

PepsiCo’s U.K. potato chip subsidiary Walkers set out to prove that a lunchtime sandwich becomes a more exciting meal when eaten with potato chips, winning the Grand Prix for the first creative effectiveness awards at the Cannes Lions Festival of International Creativity.

What it is: Abbott Mead Vickers BBDO discovered that people liked the idea of pairing their sandwich with a bag of crisps, but only did so one in 10 did so at lunch. The creative idea was to prove that Walkers can make any sandwich more exciting, even a small English town called Sandwich. They organized a series of surprise celebrity-led events to turn the sleepy village of Sandwich into the most exciting place in Britain. A famous race car driver became a local taxi driver for a day, a popular boy band surprised a school full of kids, and a celebrity took a turn as the bar maid in the village pub. That content was distributed through PR, TV and the internet. The resulting buzz inspired not only sales but also Walkers own sales force and the retailers who had to be persuaded to put Walkers crisps near their sandwiches.

 

Why it won: To enter the new creative effectiveness category, ads had to have won a Lion or been shortlisted at last year’s festival, to establish their creative credentials. “Sandwich” picked up several Lions in 2010. This year’s jury gave a 50% weighting to effectiveness, and 25% each to strategy and the creative idea. Besides being a delightful idea, the campaign led to revenue growth of 26%, exceeding the 15% growth target.

U.K. entrants like AMV BBDO also had a clear advantage, because it has been entering the U.K.’s rigorous effectiveness awards for years and know the drill. In one part of the submission, for instance, entrants were required to describe and discount other factors to demonstrate that the results were due to the marketing campaign and not, for instance, to price promotions. Sally Dickerson, one of the judges and managing director of BrandScience in the U.K., said that in response to that question Pepsi submitted about 20 pages citing other factors one by one, and then systematically proving why none of them had been responsible for the sales boost.

The jury: Led by Jean-Marie Dru, chairman of TBWA Worldwide, the 20-person jury is the only one that includes clients. Four marketers with global roles from Procter & Gamble, Kraft Foods, Philips and LG Electronics were judges.

Total number of Lions awarded: A Grand Prix and five Lions.

Who else did well: P&G, an unstoppable force at this year’s festival, won two of the five Lions, for the Old Spice campaign “The Man Your Man Could Smell Like” by Wieden & Kennedy, Portland, Ore., and BBDO India’s “Women Against Lazy Stubble” campaign for Gillette’s Mach 3 shaving brand in India.

What they didn’t like: Many of the entrants were clueless, and failed to build an effective case. “We spotted a few themes and the biggest was the link between objectives and outcome,” said Giles Hedger, a judge and Leo Burnett’s group chief strategy officer. “A lot of the entries lacked clarity between the opening and closing chapters and that’s what frames the story. You need to have a clear model about how you intended it to work. Some papers could describe that you do this, and this is what will happen, and show how it happened. Others said we did great stuff and a lot happened. ”

Mr. Hedger estimated that of the 142 entries, about one-third were potential contenders for a prize, one-third hadn’t prepared their entry well enough to be considered, and one-third didn’t have a strong enough case to win even if they entry itself had been done perfectly.

What’s ahead: Mr. Hedger and a few other judges will prepare a mini-white paper to guide next year’s entrants and the festival management in how to put together an entry that will pass muster with a jury looking for a clear, well-documented connection between creativity and effectiveness.

via PepsiCo’s Walker Crisps Wins Cannes Grand Prix in New Creative Effectiveness Contest – Cannes 2011 – Creativity Online.

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Asian Marketing Effectiveness Awards 2011- Gold

Campaign: BlackBerry Boys

Agency: Ogilvy & Mather Mumbai

Client: Vodafone Essar

Brand: BlackBerry on prepaid

Objectives

India is the world’s cheapest telephony market, with 14 mobile firms jostling for space. Consequently, players are battling for new ways to increase average revenues per user (ARPU). BlackBerry Services – historically targeted at the corporate market – had a proven track record in commanding high ARPUs. As a late entrant to the BackBerry market, Vodafone needed to catch up with rivals and boost its BlackBerry subscriber-base by 50%.

Strategy

Vodafone realised that attempting to grab share from the corporate market would prove difficult, so instead it targeted a completely different customer – pre-paid phone users. Although pre-paid commanded the lowest ARPU, research found that the youth liked to be seen as affluent, tech-savvy and constantly in touch with friends. Vodafone identified a trend that would form the crux of its campaign: a few youngsters were using their parents’ BlackBerry’s to communicate with their friends using BlackBerry Messenger (BBM). Vodafone decided to tap into BBM’s attraction as a free alternative to more expensive text messaging and introduced pre-paid BlackBerry Services. The multimedia ad campaign positioned Vodafone’s offering as the young and vibrant alternative to the corporate BlackBerry offering of its rivals. The benefits of smartphones were demonstrated at youth hang-outs and at Vodafone’s 200 stores.

Results

Vodafone increased its share of BlackBerry users by 96%, nearly double its 50% target and within the first four months of the campaign it signed up nearly 154,000 additional subscribers (of which 35,000 were pre-paid). Its post-paid customer base grew 74% from 160,000 pre-campaign to 279,000 post-campaign

via Asian Marketing Effectiveness Festival 2011 -.

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