The below case studies are featured with thanks to IAPI via the ADFX Awards winners. The ADFX Awards are based on proven impact, and honour the most effective advertising campaigns that appeared in the Irish market. For more information see www.adfx.ie
" We used media that would create stature, using a mix of high impact outdoor and TV, which launched with 60 seconds allowing us to shine a light on how passionately and seriously women played Ladies Gaelic Football." (2018 Lidl)
"We had to build a long-term communications platform that grew consideration and brand trust. To deliver on this role we decided to focus on the most trusted media channels – TV and Video on Demand (VOD)." (2018 Energia)
"Media approach: our focus was on impact channels –high impact, longer length TV; large format outdoor,high impact digital and press." (2018 Lidl)
"The Wait’ campaign was led by national OOH and TV demonstrating physical presence and coverage." "At this stage, we began to substantially increase our investment in TV demonstrating the confidence of a national network and recruiting non-users through emotion-led media. (2018 Vodafone)
"We had to maintain a significant TV presence. New news campaigns boost TV ROI– we needed to focus on using TV to tell the big news for launch, not get bogged down in the detail of product offers. An increase in the weight of VOD increases the impact of TV spend – we un-weighted significantly for our launch campaign, and incorporated bespoke executions to optimise view-through rates." (2016 Virgin Media launch)
"A good TV ad with a compelling and distinctive message can move a nation in a way few levers of business can." (2016 Bord Gais)
TV was dedicated 70% share of the budget because mums with young babies consume a much higher proportion of their media within the home, and this medium is still the best channel for building fame and emotion. The biggest increases in share for Ireland corresponds directly with our TV ad being on air" (2016 WaterWipes)
"TV was selected as the lead medium due to its proven efficiency on FMCG return on investment. We extended TV reach, particularly for our younger target, by utilising online video through TV players (RTÉ, 4OD etc.) and YouTube – working our TV assets hard. Our campaign managed to revitalise and reframe this much-loved product but largely invisible brand into a modern Irish brand using largely a single execution which was broadcast on TV and VOD, with very limited price promotion. It clearly demonstrates the power of advertising in building both a brand and sales." (2016 McDonnells Curry Sauce)
"Our strategy called for a brand response media strategy. We needed the power of TV to alter category perceptions and brand perceptions so PhoneWatch reversed declining sales by using a powerful combination of primarily TV and digital." (2016 Phonewatch)
"A heavyweight, high-impact AV strategy was developed to land the new brand identity quickly with consumers. Sixty-second commercials dominated the key terrestrial TV stations as well as their accompanying players. The TVC had the highest brand ad cut through on record across 31 brand ads tested by Red C." (2016 Eir)
"The campaign was spearheaded by a high-energy 60-second TV ad, crafted to challenge preconceptions and to emphasise different and surprising aspects of Ireland as a destination." (2016 Failte Ireland)
"The campaign was led with TV" (2016 Bank of Ireland Mortgages)
"At least 92% of the adult population in Ireland saw our launch ads on TV over the 5 weeks at least once, with a further 1 million impressions on VOD." (2016 Supervalu)
"Our client shared an unexpected impact of the campaign with us earlier this year: “We received a super compliment for our “Not just any bank” campaign from a mum of a 7 year old yesterday: “My 7 yr old daughter was doing her homework and had to put “any” into a sentence. She wrote “don’t choose any bank, choose the saving specialists”. I just laughed. She had seen no TV all day. So it’s safe to say how advertising works.” (2016 RaboDirect)
"We had to maintain a significant TV presence. New news campaigns boost TV ROI– we needed to focus on using TV to tell the big news for launch, not get bogged down in the detail of product offers. An increase in the weight of VOD increases the impact of TV spend – we un-weighted significantly for our launch campaign, and incorporated bespoke executions to optimise view-through rates." (2016 Virgin Media launch)
"Our top 3 traffic referrals were search and direct. What’s exciting about this is that it tells us that people recalled our work and actively searched for the website or directly inputted the URL into their browser after seeing the TV ad." (2016 Orchard Thieves)
"Media needed to articulate these thoughts and TV was the perfect device for creating moments from which viewers could talk about and share their own memories of the brand." (2016 Cuisine De France)
"TV! It works!! Research told us that TV that was the medium that was driving the highest cut-through and recall versus other media. Naturally we continued to use it into Phase 3." (2016 Deep River Rock)