Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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.
Agency: BBH ASIA PACIFIC
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.
Client: McDonald's UK
Agency: Leo Burnett London