From ailing whisky producer to global icon: Bartle Bogle Hegarty’s campaign for Johnnie Walker was awarded the Grand Prix, the highest accolade, at the 2008 IPA Effectiveness Awards for their global campaign, at a black-tie gala ceremony held last night at The Hurlingham Club, London. It was also awarded a ‘Gold’ and a special prize of ‘Best International Multi-Market’ for transforming Johnnie Walker and producing a total sales growth of 48 per cent and incremental sales of US$2.21 billion.
The IPA Effectiveness Awards scheme is the most prestigious and rigorous competition worldwide, sponsored by Thinkbox, that rewards campaigns that have proved the commercial power of their ideas and demonstrated their marketing payback.
Johnnie Walker’s ‘Keep Walking’ campaign has run in more than 120 markets over eight years, with over 50 TV executions, more than 150 print executions, radio ads, websites, sponsorships, internal awards, consumer awards, and a charitable fund.
Says Sir John Sunderland, Former Chairman, Cadbury, and Chairman of Judges, “The longevity and global effect of this campaign made a great impact. It was particularly impressive to see existing iconography and brand heritage used as the basis for a revitalised and universal campaign; this is a powerful message for all marketers.” 'Keep Walking’
Diageo brought in Bartle Bogle Hegarty
in 1999 to work on the Johnnie Walker brand when it was faced with the steady loss of its market share. In order to revitalise the brand, BBH commissioned global qualitative research to understand the nature of masculine success at the dawn of the 21st century and found an emerging trend affecting men all around the world. It found that success was no longer about material wealth or ostentatious displays of status, it was now an internal quality, about becoming a better man and having an unquenchable thirst for self-improvement. A man was judged a success not by where he was, but where he was going. Essentially, the most powerful expression of masculine success in the 21st Century was ‘progress’.
Progress was the insight that Johnnie Walker then used to transcend market idiosyncrasies to inspire men throughout the world. The brand’s statement of intent, became ‘Johnnie Walker Inspires Personal Progress’ and the universally recognisable brand icon of ‘The Striding Man’ was resurrected from the brand’s history to forge a deep connection between the universal human desire to progress and the Johnnie Walker brand.
Bartle Bogle Hegarty was also awarded Effectiveness Company of the Year, a further Gold Award for their KFC campaign, a Silver Award for their Audi campaign, and a Bronze Award for their Cadbury’s Biscuits campaign.
Says Neil Dawson, Convenor of Judges and co-Founder of Hurrell Moseley Dawson & Grimmer
, “Congratulations to BBH, the 2008 Effectiveness Company of the Year, for their strong performance. The BBH cases were characterised by simplicity,clarity and a rigorous approach to proving the effect of communications on the bottom line."
Says Tess Alps, CEO, Thinkbox, the overall Awards sponsor, “Congratulations to all the people behind the winning campaigns. We all benefit from their immense achievements, because, right now, nothing is more needed than solid proof of the return on marketing investment. It's a cause central to Thinkbox's efforts and we couldn't be more proud to be the sponsor of the awards.”
In total 5 Gold Awards, 10 Silver Awards, 8 Bronze Awards, and 9 special prizes were presented. Special prizes
• Grand Prix, sponsored by Thinkbox – Bartle Bogle Hegarty for Johnnie Walker, Diageo
• Effectiveness Company of the Year, sponsored by Thinkbox – Bartle Bogle Hegarty
• The Charles Channon Award for Best New Learning, sponsored by Campaign – RKCR/Y&R and The Home Office for Acquisition Crime
• The Simon Broadbent Award for Best Dedication to Effectiveness, sponsored by WARC – The Home Office
• Best Integration, sponsored by Royal Mail – Abbott Mead Vickers.BBDO
• Best Media, sponsored by DDS - RKCR/Y&R
and The Home Office for Acquisition Crime
• Best Small Budget – DDB London
• Best International Single Market – Ogilvy & Mather Vietnam for Public Awareness Campaign for Helmet Wearing, Asia Injury Prevention Foundation
• Best International Multi-Market, sponsored by Xtreme Information – Bartle Bogle Hegarty for Johnnie Walker, Diageo Gold Awards
• Bartle Bogle Hegarty for Johnnie Walker, Diageo
• Bartle Bogle Hegarty for KFC
• RKCR/Y&R and The Home Office for Acquisition Crime
• Red Bee Media and UKTV for Dave
• Abbott Mead Vickers.BBDO for Sainsbury’s Silver Awards
• Bartle Bogle Hegarty for Audi
• RKCR/Y&R for Danone Activia
for De Beers
• Miles Calcraft Briginshaw Duffy
for Direct Payment, DWP/COI
• Ogilvy Advertising
for Dove, Unilever
and M&C Saatchi
for Lucozade Sport, GSK
• Ogilvy & Mather Vietnam, Public Awareness Campaign for Helmet Wearing, Asia Injury Prevention Foundation
• DDB London for Radley
• RKCR/Y&R for Virgin Atlantic, Virgin Atlantic Airways
• Miles Calcraft Briginshaw Duffy for Waitrose Bronze Awards
• WCRS, Mediaedge:cia
and Incentivated for Cabwise, Transport for London
• Bartle Bogle Hegarty for Cadbury’s Biscuits, Burton’s Foods
• RKCR/Y&R for Learndirect, UFI
• DDB London for Marmite, Unilever
• Delaney Lund Knox Warren & Partners
for Morrisons, Wm Morrison Super-markets
• Ogilvy & Mather Advertising Beijing for Motorola, Motorola (China) Electron-ics
• LyleBailie International
for Road Safety, Department of Environment (NI) and the Road Safety Authority (ROI)
• Miles Calcraft Briginshaw Duffy and MediaCom for Trident, Metropolitan Police Service
To view the winning case summaries and creative work, and for further information on the Effectiveness Awards visit: www.ipaeffectivenessawards.co.uk
The 2008 IPA Effectiveness Awards were sponsored by Thinkbox, the television marketing body for all major UK commercial television broadcasters. They were supported by WARC, the official publishers of the effectiveness case histories, Royal Mail, DDS, Xtreme Information and Campaign.
Last updated 21/11/2008