Integrated Marketing Award
Integrated marketing is a strategic approach that focuses not only on consistent messaging across all communications channels, but on broader cohesion of all elements of the marketing strategy, in many cases including the integration of the customer’s perspective. The increased scope and complexity of today’s marketing environment makes the mastery of this discipline all the more vital. This award is aimed at businesses that have deployed comprehensive and holistic approaches, whereby multiple marketing tools and channels are leveraged strategically and in unison to deliver exceptional business growth.
Diageo Ireland Aine Kavanagh
Whilst one of Ireland’s most loved brands, Guinness found itself consistently losing share with a younger demographic. Seeking significant intervention to overcome the perception of an ‘old man’s drink’ not relevant for contemporary socialising, Guinness partnered with two global superstars who also happened to be authentic fans of the brand – Niall Horan and Lewis Capaldi. Bucking industry trends with a new campaign model rooted in longform TV content, Guinness Homecoming campaign was delivered through an innovative integrated cross-channel format. Homecoming delivered breakthrough brand relevancy, new recruits and ultimately a huge 21% volume increase in sales.
Sky Ireland Melissa Byrne
Sky, Irelands leading entertainment brand, were facing multiple challenges in a declining Pay TV market, with increased competition from streaming services. As the best aggregator of content & technology in the market, the introduction of Sky Glass, the New TV from Sky, was the next evolution of TV in the market, and ensured Sky would future proof their TV business. Going headto-head to challenge the leaders in the TV market, this integrated marketing campaign demonstrates how Sky entered a new category, exceeded business and brand forecasts, and quickly became the number 1 selling TV in the market.
Lidl Ireland Fiona Fagan
To grow the business Lidl needed to increase spend per trip per customer in a category where everyone was screaming about value. The answer – a rallying call to the nation to Go Full Lidl – shop without compromise on price, quality or range. This 100% ownable idea launched with a massive bang with an extensive cross-channel and in-store campaign featuring real shoppers at all touchpoints. This integrated campaign grew market share, number of buyers, value per customers and spend per shopper per trip. Undeniably the nation did indeed Go Full Lidl as a result of our integrated strategy
Irish Life Richard Daly
One of the most impactful ways a consumer can make a positive change to the environment is by investing in a responsible pension fund; a fact often met with disbelief. Irish Life broke new ground by becoming the first financial services provider in Ireland to launch a major campaign showing the people of Ireland there’s a great way to do right by the planet – and it won’t cost you the earth. The campaign punched well above its weight, reaching a mass audience to improve key brand metrics and increasing pension sales & share of the market at year end.
The Very Group Catherine O’Toole
2022 was the biggest year in The Very Group’s 40-year history in Ireland as we embarked on rebranding Littlewoods Ireland to Very. It is easy to get wrapped up in the excitement and opportunity of a rebrand however it is quite daunting to look at the potential risk it posed to the business. As Ireland’s largest online pureplay retailer we needed to focus on maintaining and migrating our existing customers, whilst rebuilding our brand metrics. Devising the strategy and executing this truly integrated campaign required consistency and a full refresh of every element, both visible and invisible to our customer
