Our shiny Marketing Society awards for excellence magazine landed on our desks this week, and we’re incredibly proud to say that many of the winners are clients of The Stopgap Group. Here are just a few of the winners we work with – well done all!
Barnados and BBH scoop not-for-profit marketing award
Battling a decline in donations fueled by the economic downturn, Barnados chose TV as the key channel to convey its inspiring and emotional message. This brilliant story, created by Bartle, Bogle Hegarty was told in reverse, starting with a secure young father, and ending with the scared child he had been, with the slogan; ‘It doesn’t have to end like it began’. Grab the tissues before you hit play…
Johnlewis.com wins ecommerce category
Thought John Lewis was stuck in the marketing dark ages? Well, think again; they’ve gone from being virtually non-existent on the web, to become a leading online retailer in just two years. With the aim of making shopping at John Lewis easier, and to develop engaging content, there’s been a relaunch of the online fashion retail area, leading to a dramatic increase in sales. And the launch of ‘Click and Collect’, new Facebook, Twitter and YouTube channels, an iphone app and free wifi in store, The John Lewis digital revolution is complete. Oh, and there’s a sale on at the moment too.
Transport for London and M&C Saatchi win customer insight prize
Having helped recruit for both the client and agency teams in this pairing, we can understand why TFL and M&C scooped the customer insight award for their high impact campaign to cut road deaths and injuries among 11-15 year olds. Research found that teenagers were blase about road safety, but that they worried more for the safety of their friends than themselves. This insight led to a powerful and award-winning campaign:
Mcdonalds and Leo Burnett take the Grand Prix
Following research finding that the public had fallen out of love with McDonalds, a review of the entire marketing strategy in 2006 kick-started a brand re-build. Hand in hand with investment in menus, restaurants and staff training, the goal was to rebuild trust and get people to reappraise the brand. Using a four pillared framework as a basis for all marketing activity, strategies were simplified and based around the core values of value, variety, favourites and trust. Since 2006, customer numbers and sales have increased, with other markets now adopting the UK model.
As well as the Grand Prix, McDonalds also won the Employee Engagement (with VCCP, another Stopgap friend!) and long-term marketing excellence categories.
Well done everyone!