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WINNER

Client: Unilever

Agency: Ogilvy

COMMENDED

Client: Travelocity

Agency: Miles Calcraft Briginshaw Duffy

COMMENDED

Client: British Heart Foundation

Agency: Euro RSCG London

WINNER Dove is the number one global brand for Unilever Home and Personal Care, with a presence in more than 100 countries.

In 2004, it was proposed to extend the brand's presence in bodycare by entering the highly competitive firming segment with three products.

The challenge was to launch the Dove Firming range in a way that would compete with the dominance of the major beauty brands.

On researching the success of these competitors, Dove discovered an undercurrent of dissatisfaction with the beauty industry.

Advertising was increasingly bombarding women with artificially constructed images of unattainable beauty and it was evident that many women felt a disconnection between the familiar ad messages and their own, real world.

This consumer truth formed the basis of an integrated marketing campaign which centred on the idea of 'real women, real curves'. Dove had previously used 'real women' in its launch advertising in 2000, but had not used the idea to portray the aspirational image the brand now needed.

The judges were impressed not only by the way the creative idea met the marketing challenge, but also by Dove's clever mix of intelligent media planning and innovative use of PR and in-store marketing, which were used to support the advertising campaign.

The launch exceeded its business objectives, growing purchase intention and market share above and beyond the original goals. The Firming Lotion and Gel product, for example, achieved a market share of 2.3% by the end of 2004, with a peak of 6%, passing the objective of 2% laid out at the beginning of the strategy.

COMMENDED

The British Heart Foundation's (BHF) 'Give up before you clog up' anti-smoking campaign ran for three periods in 2004, raising awareness of the link between smoking and heart disease.

Positioning the BHF as the smoker's friend, by offering several easily accessible methods of support, the strategy generated high levels of response. Awareness of the ties between smoking and heart disease rose from 57% in November 2003 to 68% a year later.

The level of concern among smokers about heart disease doubled, 99% of the target audience recognised at least one element of the campaign, and 14,413 smokers who requested support gave up smoking.

COMMENDED

Travelocity began 2004 as a little-known travel brand, overshadowed by its more established, higher-spending rivals.

To make an impact on the market, the brand needed to change its positioning, and adopted a marketing strategy that focused on travel 'aficionados' rather than 'novices'. The subsequent campaign promoted Travelocity as the 'most inspirational brand in travel', using renowned industry commentator Alan Whicker and connecting through a host of media. By the end of 2004, brand awareness had risen 48% and sales 64%.