Sustained Success - Services

Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

2018 GOLD

The gift that keeps on giving: John Lewis at Christmas

This paper tells the story of how, from 2013-2016, John Lewis created Christmas campaigns that delivered outstanding return on investment.   It’s a story about the power of fame and the immersive power of modern media. It’s a masterclass in how to build brands in the 21st Century to drive long term marketing excellence.   And it’s a story about giving and sharing. John Lewis gave the public heart-warming stories that they could share. And when the nation gave John Lewis their business, they shared the profits with their staff.

Brand: John Lewis
Client: John Lewis
Agency: adam&eveDDB
Language: English

2018 SILVER

Making Insurance Make A Difference

Income’s market share was on a steep decline in 2014. To reverse this, Income needed to aggressively differentiate itself. By committing to go beyond affordability, trust and honesty, Income refreshed it’s ‘made different’ promise to build relevance and genuinely make insurance make a difference in the lives of people. Market share steadily grew from 2015 to 2017, reaching a record high that beat the levels prior to the decline in 2014, all while having a decreasing share of voice.

Brand: Income
Client: INCOME
Agency: BBH ASIA PACIFIC
Language: English

2018 SILVER

How ten years of building trust built the bottom line

In the mid 2000’s McDonald’s was the villain of the food industry and the public were eating it up. More people distrusted McDonald’s than trusted the brand in 2008, we needed to rebuild trust so people could feel good about eating our food again. After 10 years of building both Cognitive and Affective trust, more people trust than distrust McDonald’s: a greater positive trust gap (+22 ppts) than the negative gap we started with (-20 ppts). From econometric modelling, this shift in perception drove significant incremental revenue. 

Brand: McDonald's
Client: McDonald's UK
Agency: Leo Burnett London
Language: English

FINALISTS

Ally Bank Save For What Matters

Emirates NBD Innovation as a currency

Ooredoo Enjoy the Internet