TAMI Awards: Winner-Best Ongoing Use of TV and GRAND PRIX: Lidl and Mediaworks "The role that TV plays in a brands’ evolution: from functional advertising to emotional brand building.."
Welcome to our ever-expanding library of inspiring TV advertising case studies. We have two sources for this library: winners and shortlisted entries of the TAMI Awards and also ADFX Award winners (thanks to IAPI) . The ADFX Awards are based on proven impact, and honour the most effective advertising campaigns that appeared in the Irish market. The TAMI Awards are held to recognise and celebrate inspired uses of TV and to celebrate the best in TV planning. Happy reading!
Shortlist-Best Use of Innovation-Casillero Del Diablo and Wavemaker. "Creating strong brand associations via and an all encompassing sponsorship with Virgin Media Solutions"
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)
"The campaign was led with TV" (2016 Bank of Ireland Mortgages)
"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)
"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)