Adam&eveDDB, which has won just about every award going over the past 18 months or so – including Cannes Agency of the Year with a haul of Grand Prix for Harvey Nichols – has won the UK’s most prestigious ad effectiveness award for its ‘Good Call’ campaign for Foster’s.
This is the second win on the bounce for adam&eve. Last year it won for John Lewis.
The TV-led campaign (which will make awards sponsor Thinkbox happy) succeeded in driving once-flagging Foster’s, owned by Heineken, to market leadership from third place. The ad campaign is said to have driven nearly 70 per cent of Foster’s sales (the awards are given on the basis of research papers submitted), producing £32 in revenue for every pound spent on advertising.
This beats any previous IPA awards submission for a beer brand. The next best are two iconic campaigns: Carling Black Label in 1996 with £19.27p for every pound spent and John Smith’s way back in 1982 with £16.66p.
‘Good Call’ isn’t as famous as either of these (from WCRS and DDB London precursor BMP) but the campaign has improved with age and does, indeed, demonstrate the branding power of telly.
Convenor of Judges Lorna Hawtin of TBWA\Manchester says: “The Grand Prix-winning Foster’s campaign is a real fight back story with a happy ending. The scale of effect versus competitors and the particular contribution of insight-led creativity to this brand’s obvious resurgence are truly impressive.”
Golds were awarded to:
· BHF, British Heart Foundation by Grey London
· Dacia, Renault UK by Publicis London and Manning Gottlieb OMD
· Foster’s, Heineken UK by adam&eveDDB
· London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi
· Mercedes, Mercedes-Benz by AMV BBDO
· National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand
· Only, Bestseller by Grey London and UncleGrey (*Denmark)
· Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin
· Specsavers, Specsavers Optical Group by Manning Gottlieb OMD.
All the winners are here.