ADVERTISING


CAMPAIGN OF THE YEAR – UP TO £250K MEDIA SPEND


CHAIR OF THE CAMPAIGN PANEL OF JUDGES


STEPHEN CHELIOTIS


CHIEF EXECUTIVE, THE CENTRE FOR BRAND ANALYSIS AND CHAIRMAN, UK SUPERBRANDS & COOLBRANDS COUNCILS


A successful campaign can reinvigorate a brand, reaffirm its credentials, change people’s perceptions or simply ensure that they are first in mind.


Whatever the objective a campaign must deliver tangible benefits to both the brand and the underlying business it is promoting.


When we as judges convened to deliberate on the many great campaigns that had been presented to us, we had to carefully balance our appreciation of the rationale behind the campaign, the creative execution and the results that the campaign delivered.


In recognising the constraints brands are under, and indeed the different budgets companies have to utilise, while also distinguishing between fundamentally advertising-led campaigns and more integrated multi-faceted approaches, we judged four distinct categories.


The winning campaigns celebrated over the next few pages embody what we judges look for in these Awards, which is that balance between imagination, marketing excellence and commercial benefit.


SILVER STANDARD UPGRADE AWARDS DDB FOR STAR ALLIANCE


The aim of this global campaign was to raise awareness among the High Value International Traveller of the opportunity to redeem their FFP miles/points to fly the service class higher than the one booked.


Designed to transcend cultural and language barriers, the campaign focussed on carrier-owned media channels, such as in-flight magazines, frequent flyer communications, Facebook, Twitter and YouTube channels.


A short film featuring international racing driver Takuma Sato demonstrated the benefits by showing the Gold FFP member’s invisible seated position ‘upgrade’ from a cramped, racing car seat position to a comfortable, First Class airline seat position. An interactive, educational online quiz was also developed, with round-the-world Business Class tickets available to win.


In just six weeks, over 110,000 people played the online quiz — providing potential contacts for future campaigns beyond immediate brand engagement benefits. In the month following launch, upgrades increased by 32%.


Click on the tab at the top of this page to view.


Advertising Campaign of the Year – Up to £250k media spend Sponsored By


Integrated Campaign of the Year – Up to £1,000,000 Sponsored By


Travel Brand of the Year Sponsored By


22


SECOND PLACE: SILVER STANDARD Global Radio for Carat and Disney Destinations with Disney Cruise Line


THIRD PLACE: BRONZE STANDARD Barrhead Travel with Bringing Barbados Closer


CAMPAIGN AWARDS


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