Advertising Campaign Award Winner – Glanbia
Represented by Linda Sheehan and Tim Ryan
In order to continue to drive brand momentum in 2017, Glanbia knew it had to educate the consumer about the fact that Irish people don’t get enough Vitamin D – an essential vitamin that is needed in order to absorb calcium and help maintain healthy bones. An emotional connection was required, and with the assistance of BBDO, this was incorporated into the advertising campaign in 2017, and this was linked through a range of activities from the RTÉ Weather sponsorship, TV and radio, to an on-pack offer offering an opportunity to present the weather on RTÉ. The advertising campaign helped deliver a growth uplift in 2017 and moved the dial on key performance indicators such as “offers a real advantage”.
Sponsorship Management Award Winner – Bord Gáis Energy
Represented by Sorcha Fennell Sheehan
Bord Gáis Energy has been involved in GAA sponsorships for 10 years. In 2017 the brand recognised the need for a shift in focus away from acquisition and towards retention. This change in strategy and subsequent change in activation resulted in the strongest year on record for Bord Gáis Energy’s GAA portfolio. By putting Bord Gáis Energy customers at the core of the campaign it ensured that sponsorship could clearly be identified as having a significant return on investment, a challenge for most brands. #HurlingToTheCore was a passion project for the team but crucially delivered on performance, impacting churn and driving profitability.
Public Relations Campaign Award Winner –Guinness Storehouse
Represented by Colette Coughlan
Guinness Storehouse created a unique sleepover experience like no other. An online contest leveraged the window around St. Patrick’s Day to give a lucky winner the keys to a legacy filled with hundreds of years of history, making them the first-ever residents at the Guinness Storehouse. Assisted by Ogilvy, the “Night At” the Home of Guinness contest became the first of its kind to be executed in Ireland and the most successful partnership for Airbnb’s “Night At” series. Airbnb’s digital platform with a presence in over 191 countries, offered the perfect vehicle for the launch aiming to boost brand awareness, lure new visitors to Guinness Storehouse, increase brand loyalty and generate social media engagement.
Market Research Award Winner –AIB
Represented by Michael Dargan and Aisling O'Sullivan
AIB has successfully developed a holistic, multi-dimensional customer segmentation model of its Personal and Business markets as a research and insights tool, to include behavioural preferences, needs, attitudes and customer economics. Embedding and automating the segmentation solution within AIB’s data warehouse has transformed AIB’s capability to create and execute customer-led strategies with pinpoint precision. Customer strategies now include insights into customer value, and clarity on the most valuable segments to prioritise. CX and service propositions are more tailored for segment needs and preferences, and this is driving commercial success.
Geoff Lyons is Managing Director of PML Group, Ireland’s largest Out of Home Advertising Agency. Geoff has had an extensive career across a wide range of media & marketing disciplines including publishing, media sales, sponsorship, PR, digital, brand management and commercial management. He spent 18 years with Independent News & Media across all commercial areas of the business holding the position of Marketing Director and his last role prior to joining PML Group was that of Commercial Director. Geoff is a Fellow of the Marketing Institute of Ireland, he holds an MSc in Marketing and is a Director of JNOR.