Brand advocates deliver ROI at the IPA Effectiveness Awards

The annual IPA Effectiveness Awards recognised brand advocacy as a key driver of ROI in campaigns where budgets were restricted.

/r/a/u/Pitch.jpg

Advertising agency network Lowe-SSP3 won the Grand Prix award for its experiential campaign “Program of Humanitarian Attention to the Demobilised” last Christmas.

The agency worked with two anti-guerrilla contingents to convince soldiers of Columbian guerrilla group Fuerzas Armadas Revolucionarias de Colombia, (FARC) to lay down their arms, by setting up 2,000 LEDs in the jungle alongside banners.

The submission for the award claimed that 331 soldiers demobilised as a result and that the year-on-year reduction is estimated to return more than £2.3m to the Colombian government through tax receipts.

The campaign, which won four prizes, including Best International and a Gold award, reflects a growing trend of brands leveraging earned media, more specifically advocates, to drive ROI when budgets are restricted.

Mindshare, picked up Best Social by Design and a Silver award, for its integrated campaign for First Direct, ’First Direct Live’, which incorporated online opinion from customers into its advertising. It spurred a 55% uplift in share of new current accounts and a 100% hike in brand consideration.

Elsewhere, Publicis won a Gold prize for charity Depaul UK’s iphone app to help the homeless, the only mobile campaign to be recognised at this year’s event.

Social media was the most used channel, deployed in seven out of the 15 the winning entries.

In total four golds, five silvers, six bronzes and nine special prizes were awarded. AMV BBDO won the award for most effective agency of the year.

See more examples of AMV BBDO’s work on Pitch.

/d/l/t/ipa.jpg

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here