We’ve cracked open the Champers and fired off some party poppers in celebration of being shortlisted for our Swinton Mystery Tipper campaign for the IPA Effectiveness Awards 2009.

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.

Our Mystery Tipper campaign entry shows how powerful iconic imagery was used to 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.

Even to be shortlisted for the IPA Effectiveness Awards 2009 is reason enough to celebrate… and we’re sure we’ll be celebrating even more come November when the awards are announced.

Tags: Advertising Agency Manchester, Advertising Campaign, Award-Winning Advertising Agency, Award-Winning Marketing Campaign, Direct Mail, Full Service Marketing Agency, Interactive Agency Manchester, IPA Effectiveness Awards, Manchester Direct Marketing Agency, PR, Swinton Mystery Tipper, Swinton Taxi Division, UK Advertising Agency

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