New York, NY – Ipsos is thrilled to congratulate a handful of clients for their wins at the ARF 2011 David Ogilvy Awards. Clients from three Ipsos divisions - Ipsos ASI, the advertising research specialty of Ipsos, Ipsos Understanding Unlimited, its qualitative arm, and Ipsos Reid, the company’s Canadian operations - took home two Gold and three Silver awards at last week’s awards ceremony.
Ipsos congratulates Cadbury, Kraft’s confectionery division, on its Gold award in the Packaged Goods category and the Arm & Hammer brand from Church & Dwight for their Gold award in the Household Products category.
Cadbury/Kraft took home the prize in packaged goods for their Cadbury Caramilk “Key to the Secret” campaign. The campaign, which ran in Canada, aimed at enhancing the ‘sense of mystery’ surrounding the brand’s decades-old Caramilk secret advertising meme. The nation-wide campaign called upon Canadians to find one of ten golden keys hidden inside randomly selected Caramilk bars, unlock the secret and win $250,000. Ipsos ASI in Canada conducted research to support the campaign.
“For the Caramilk campaign, we used our Brand Graph 360 research solution to conduct an analysis of all the promotion's dozen or so touchpoints,” says George Murray, Vice President with Ipsos ASI in Toronto. “The goal was to identify how well the promotion would perform overall, and how each of its touchpoints would work to achieve specific brand objectives of building consumption volume and brand equity.”
Church & Dwight’s Arm & Hammer brand won gold in the household products category for their “Double Trouble” campaign for their cat litter product, Double Duty Clumping Cat Litter. The campaign addressed consumer concerns about cat odors, particularly those that might be detectable to visitors, but not to residents of the cat owner’s home. The Double Duty product was marketed as the secret combating the "double trouble" associated with litter box odors. To support the product, Arm & Hammer launched a holistic adverting campaign including print, online, radio and TV spots. Ipsos ASI provided ad testing services.
“It comes as no surprise to us the “Double Trouble” ad performed so well at this year’s Ogilvy awards. Using our Next Solutions methodology, we tested three ads for Church & Dwight's introduction of the Double Duty Cat Litter product,” says Colin Seely, Vice President with Ipsos ASI. “It was clear from these tests that the “Double Trouble” creative was the winner. The product’s benefit of combating odors in a revolutionary way was important to cat owners and with that as the ad’s central message combined with its playful cat imagery was effective in reaching consumers.”
Ipsos clients swept the podium in the Household Products category. Proctor & Gamble’s Swiffer claimed silver for their “Dysfunctional Relationships” campaign. Ipsos ASI and Ipsos Understanding UnLtd. partnered to provide research on this campaign. P&G also claimed a silver prize in the Health & Personal Care category for their Always Infinity brand’s “Magic” campaign, with Ipsos ASI providing research.
“The Swiffer and Always cases speak to the power of a consumer-centric approach to advertising that encompasses a variety of research steps,” says Bob Fogg, Vice President with Ipsos ASI. “There's no single study or even a single type of study that drove these successes. Both reflect thoughtful design, analysis and integration of research throughout the ad development process.”
Proving just how big hockey is in Canada, Kraft Canada scored a silver award in the Shopper Marketing category for their “Every Canadian Community wants to be a ‘Kraft Hockeyville’” (shopper marketing). Ipsos Reid conducted research for the campaign through an online survey and grocery store intercepts to understand and quantify the overall impact of Kraft's sponsorship of the Hockeyville program.
“The accomplishments of our clients at this year’s ARF David Ogilvy Awards are to be applauded and I am pleased and proud for both our clients and our research teams at Ipsos,” comments Alex Gronberger, Global CEO of Ipsos ASI, the advertising research specialty at Ipsos. “Every day, our clients strive to create memorable, branding-building advertising that is supported by the insights that only research can provide. It is good to celebrate their achievements and all of us at Ipsos congratulate Church & Dwight, Kraft and P&G on their efforts.”
The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the extraordinary and/or creative use of research in the advertising development processes of research firms, advertising agencies, and advertisers. Named after advertising legend David Ogilvy, the awards recognize the role of consumer research in creating successful advertising research in making good advertising better. The criteria for the awards are based upon the application of research in four creative marketing elements: strategy development, creative development and refinement, the direction of media exposure, and demonstration of marketplace effectiveness.
The ARF 2011 David Ogilvy Awards were held on March 22 at the Marriott Marquis, New York City. Visit http://www.thearf.org/assets/ogilvy-11 to learn more about this year’s awards.
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