BBH wins Grand Prix at 2018 IPA Effectiveness Awards
Creative agency BBH has been named the Grand Prix winner of the 2018 IPA Effectiveness Awards for “supercharging” Audi’s UK business over the past three years.
BBH said its creative was guided by the principle that Audi makes ‘beautiful cars with amazing brains’, and produced widely-praised ads such as ‘Audi: Clowns’.
As a result, Audi’s sales grew three times faster than the UK market; lifetime customer value increased by 6%, and Audi recorded its highest ever profit ROMI – £2.07 for every £1 invested.
The winners of the 2018 IPA Effectiveness Awards, regarded as the world’s most rigorous awards scheme for demonstrating marketing payback, were announced at a black-tie gala ceremony last night (9 October).
In total, nine gold, 18 silver and 11 bronze prizes were awarded (see below), along with 10 special prizes.
BBH also scooped up ‘Effectiveness Company of the Year’; meanwhile, McCann took home ‘Effectiveness Network of the Year’, whilst Diageo won ‘Best Dedication to Effectiveness’.
Elsewhere, Prospan (Flordis Australia) by AFFINITY won ‘Best Use of Tech-Led Data’; Direct Line Group by Direct Line Group and Ebiquity won ‘Best New Learning’; Heineken by Publicis Italy won ‘Best International’; Ella’s Kitchen by Havas London won ‘Best Small Budget’, and True Match (L’Oreal Paris) by McCann London won ‘Best Use of Social Media’.
All entries were judged by a panel of industry experts, chaired by Dame Carolyn McCall, chief executive of ITV.
“Despite its longevity, the IPA Effectiveness Awards continues to surprise, stretch and present new learnings for the industry,” she said.
“From extensive initiatives to small budget apps across a whole range of media, the breadth was impressive, the innovation inspiring. The cases awarded offer fresh insights – about data-fuelled creativity, for example – and confirm established truths, such as the importance of long-term approaches to brand-building.
“Of particular note is of the Grand Prix Winner from Audi which illustrates the formidable combination of this. Audi has a heritage as a consistent and effective brand advertiser, and it used fresh thinking, tools and multiple media to supercharge the brand’s desirability and sales.
“This strategy resulted in Audi UK’s highest ever return on investment, an extraordinary achievement given the many years it has been advertising. It really is deserving of the industry’s ultimate accolade – a unanimous decision by the judges.”
• Audi UK by BBH – Beauty and brains: How we supercharged the Audi premium 2015-2018
• British Army, (Capita for the British Army) by Karmarama and MediaCom – Helping a new generation find where they belong in the British Army
• DFS by krow communications and MediaCom – Turning DFS from a value brand into a brand that people value
• DLG by Direct Line Group and Ebiquity – They went short. We went long.
• Guinness (Diageo) by AMV BBDO – Guinness: Made Of More, 2012 – 2018
• Lidl by TBWA\London and Starcom – How Lidl grew a lot
• Suzuki by the7stars – Suzuki Saturdays
• The AA by adam&eveDDB and Carat – The AA: From spark-plugs to singalongs
• True Match (L’Oréal Paris) by McCann London – How L’Oréal Paris UK True Match climbed to No.1 by making everyone feel ‘Worth It’
Silver Winners
• Aldi by McCann Manchester – Kevin the Carrot 2016 and 2017: How Aldi UK won Christmas with the help of a humble carrot
• Art Institute of Chicago by Leo Burnett Chicago and Art Institute of Chicago – Van Gogh’s Bedrooms: The power of an immersive idea
• Baileys (Diageo) by Mother and Carat – Baileys: A radical brand turnaround story with extra sprinkles
• Barclays by BBH – Purpose pays
• David Sheldrick Wildlife Trust by whiteGREY – Hello in Elephant: Translating an endangered language to help save an endangered species
• Ella’s Kitchen by Havas London – Selling up doesn’t mean selling out
• Heineken by Publicis Italy – A Game Changer: How Heineken reinvented its champions league communications
• IKEA by Mother and Vizeum – The Wonderful Everyday
• Nationwide Building Society by VCCP and Wavemaker London – How Nationwide found its voice and the difference that made
• Prospan (Flordis Australia) by AFFINITY – The world’s first cough predictor
• Purplebricks by SNAP London – How Purplebricks brought Commisery to the UK’s estate agents
• SK-II (P&G) by Forsman & Bodenfors – SK-II: The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand
• Skittles (Mars) by adam&eveDDB – Breaking conventions with Pride
• Sport England by FCB Inferno – This Girl Can: Giving judgement the finger (& inspiring millions of women to get active)
• Starbucks by Manning Gottlieb OMD – Starbucks and social: How Starbucks created the fourth place in coffee culture
• Virgin Media by BBH – Finding our Virginity: How fighting fact with feeling helped Virgin Media take on the might of Sky
• Weetabix by BBH and Ebiquity – A Rembrandt in the attic: Rediscovering the value of ‘Have you had your Weetabix?’
• Yorkshire Tea (Bettys and Taylors of Harrogate) by Lucky Generals and Goodstuff Communications – Waking the sleep shoppers: A proper effective campaign for
Yorkshire Tea
Bronze Winners
• 32Red (Kindred Group) by M.i. Media – 32Red: How marketing communications fuelled an online casino’s hot streak
• Aldi by McCann Manchester – Shop, Eat. Repeat. How a bold repositioning campaign restored Aldi to record growth
• Covonia (Thornton & Ross) by Bray Leino – Rediscovering the power of Covonia
• IAG Cargo (International Airlines Group) by BBH – IAG Cargo FWD.Rewards: Building strength in numbers
• National Art Pass (Art Fund) by MullenLowe London – The art of effectiveness
• Parodontax (GSK) by Grey London – Selling an oral care oxymoron: Toothpaste for gums
• Ribena (Lucozade Ribena Suntory) by J. Walter Thompson – Ribena: A case for the defence
• Rogue (Nissan Canada) by Juniper Park\TBWA – From also-ran to front-runner: How Nissan made Rogue a sales hero by making winter heroes of Canadian drivers
• Soothers (Nestlé) by Ogilvy Australia – Any number of sore throats
• U by Kotex (Kimberly-Clark Australia) by Ogilvy Australia – ‘Let’s move on’
• Vype (British American Tobacco) by J. Walter Thompson – Vype quality: A tale of two marketing models
View the full winners’ page, including case studies, on the IPA website.