Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2023 SILVER
How a fake bank led to real results for Santander.
Santander had entered the UK market as an innovative challenger, catapulting into the banking big leagues with a blockbuster product. But by early 2019 it had become a boring, bog-standard bank, talking to an audience that thought little and cared even less about banking. In order to capture their attention and stay top of mind, we created a fictional rival bank, run by Britain’s favourite entertainers (and least competent bankers) Ant & Dec, making a virtue of Santander’s simple, smart and sensible solutions. Four years later, the campaign has driven impressive growth, and the bank’s declining fortunes have been reversed.
Brand:
Santander
Client:
Santander UK
Agency:
House337
Language:
English
2023 SILVER
What Smoking Costs You
After decreases in the early 2010s, Florida’s smoking incidence plateaued in 2016. Tobacco Free Florida needed a compelling message to target smokers aware of their habit’s health risks, but who fear the cost of losing their stress-relief. We turned this loss aversion in our favor, getting smokers to see how much continuing to smoke costs them financially. After an initial drop in incidence, we targeted remaining entrapped smokers with smoking’s emotional costs to achieve a second drop. Florida’s smoking incidence fell 19.3% over five years, outpacing national reduction rates.
Brand:
Tobacco Free Florida
Client:
Tobacco Free Florida
Agency:
ALMA DDB.
Language:
English
2023 GLOBAL GRAND
Kevin versus John: How a humble carrot usurped a national treasure to win the UK's Christmas Ad crown.
Most UK Christmas advertisers favoured newness and novelty, Aldi consistently invested in Kevin's fame. Establishing his character, casting allies and foes, writing imaginative storylines and building social engagement all helped make Kevin a household name. Vitally, this created positive associations with Aldi at Christmas, when shoppers’ heads are turned by luxury, indulgence, and gift worthiness. Over 6 years Kevin usurped John Lewis to become the UK’s favourite Christmas advertising and his fame allowed Aldi to both redress its historic Christmas trade-out and drove significant penetration growth into each New Year.
Brand:
Aldi Sud
Client:
Aldi UK Ltd.
Agency:
McCann Manchester
Language:
English
FINALISTS
Ally Bank
Save For What Matters
Emirates NBD
Innovation as a currency
Ooredoo
Enjoy the Internet
