We’ve just taken home the prestigious President’s Prize at the 2018 IPA Effectiveness Awards
We were awarded the coveted President’s Prize for Best Use of Tech-Led Data at the 2018 IPA Effectiveness Awards held in London last night. The President’s Prize was created by IPA President Sarah Golding to celebrate the demonstration of technology-led data in the generation of strategy, delivery, execution, optimization or measurement of effect.
Sarah Golding, IPA President and CEO and Partner of The&Partnership said “Technology and data are enabling us to develop highly creative and effective brand-building tools that can truly transform our industry. This case study is a fantastic example of how to use AI, data and insight to dynamically target the consumer, and I’m delighted that it has won this year’s President’s Prize.”
Neil Godber, Convenor of Judges and Head of Planning, J. Walter Thompson London said “AFFINITY used insight, creativity and big data to fascinating effect in very challenging conditions. Not only were they up against big budget competitors and apathetic attitudes towards coughs, but also the weather as well. With everything considered it is remarkable that they have caused such a dramatic shift in Propsan’s market share in such a short space of time.”
The IPA Effectiveness Awards are the world’s most rigorous and prestigious Awards scheme with entrants having to prove the payback of their communications activity.
The award was for our ground-breaking cough predictor which we developed for natural cough remedy Prospan. Our revolutionary algorithm allowed Prospan to target consumers at the moment their child was at most risk of developing a cough. It helped increase sales by 27% despite having a budget of less than 1% of the overall market spend in Australia and the overall market declining by -8.5%.
Our campaign was 1 of only 6 to be awarded special prizes above and beyond the gold, silver and bronze handed out throughout the night. We also picked up a silver award.
The full list of winners can be found here