Red C do the double at the IPA Effectiveness Awards 2009
It’s fair to say over the last year and a half our campaign for the Swinton Mystery Tipper has racked up a few awards. Two DMA Awards, two ISP Awards, an IDM Business Performance Award, a B2B Marketing Award and now the icing on the cake… two IPA Effectiveness Awards!
The IPA Effectiveness Awards are recognised by agencies and clients as Adland’s most rigorous awards scheme because entrants have to prove to a jury of experienced clients that their communications strategies have worked in hard business terms.
Held at the very swanky Hurlingham Club in Fulham, last night’s award ceremony saw us pick up a silver for the campaign’s creativity and results and win the Special category of Best Small Budget… to say we’re a bit chuffed is a bit of an understatement.
Our paper showed the Judges how powerful iconic imagery can inject new life into the fragmented and competitive world of taxi insurance. After a period of rapid growth up to 2002, Swinton’s taxi division had plateaued as a result of increasing competition in the market. The challenge was to increase the volume of policies sold by 10 per cent in 2008. The strategy was built around a central cartoon character inspired by Dick Tracey with a hint of Jessica Rabbit – the Swinton Mystery Tipper – who visited towns and cities in the UK giving cab drivers a £1,000 cheque. Combining sales promotion, DM and PR, the campaign created a sharp and sustainable rise in business for the brand by exploiting the effect of word-of-mouth on the cab ranks and in taxi offices across the country. The campaign generated a payback of £4.31 per every £1 spent.
Commenting on our entry, Mark White the Managing Director of Five said “The Swinton Taxi case interested the judges as it took the principals of digital media but did it in a traditional fashion to generate an excellent return on investment.”
Tags: Award Winning Marketing Agency, Award-Winning Advertising Agency, Best Small Budget, Digital Marketing Agency, Direct Marketing Agency, Five, IPA Effectiveness Awards 2009, Mark White, Swinton Mystery Tipper, Swinton Taxi Division
