Sustained Success - Services

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

2022 SILVER

How the many changed the mind of an audience of one

The introduction of Long Live the Local successfully mobilised the nation to change the mind of our ‘audience of one’. It reframed the issue of beer tax and used the Parliamentary process, rather than attack it, to orchestrate a movement that simply couldn’t be ignored.
Over the past four years, we have maintained unprecedented levels of public pressure on MPs and successive Chancellors to support Britain’s pubs and breweries. We made a 180° change in approach to achieve a 180° change in outcomes, to put power back in the hands of the people and save the industry over £2.5billion.

Brand: Long Live the Local
Client: British Beer and Pub Association
Agency: Havas London
Language: English

2022 SILVER

Bringing the family history category back to life

Facing flat category interest and an audience with declining spare time, ‘Bring Your Backstory to Life’ accelerated Ancestry’s business, putting the brand on the path to long-term growth.
Through emotive brand storytelling that communicates meaningful value, alongside a long-term brand-building media strategy, we drove a 20.4% increase in incremental revenue from new customer signups, whilst not only maintaining ROI, but increasing it by 10%.
This campaign provides a powerful case study for the power of brand storytelling over a sustained period, to breathe new life into a flat category and take a brand’s business from strength to strength.

Brand: Ancestry
Client: Ancestry UK
Agency: Anomaly
Language: English

2022 GLOBAL GRAND CONTENDER

Aldi 2010-2020: How taking an alternative path took Aldi from Shame to Pride

Taking an alternative path took Aldi from Shame to Pride in the eyes of UK shoppers.  How Aldi, a limited-range deep-discount supermarket from Germany achieved astonishing success in the UK grocery category over ten years by taking a fresh approach to marketing communications.

Brand: Aldi UK
Client: Aldi UK Ltd.
Agency: McCann Manchester
Language: English

FINALISTS

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