Winners & Commended

wards for Marketing Effectiveness 2015

Winners & Commended The Judges

Jamie Brookes Managing Director, MHP Communications Kirsten Burt Executive Director, Head of Marketing, UK & Jersey, UBS Wealth Management Lucian Camp Principal, Lucian Camp Consulting Leslie de Chernatony Professor of Brand, Marketing, Aston Business School Suzanne Collins Executive Director, Head of Marketing UK, Coutts & Co Jet Cooke Director, iShares UK Marketing, BlackRock David Cowan Managing Director, The Financial Services Forum Mark Evans Group Marketing Director, Direct Line Bill Gilbert Head of International Business Development, Riverside Group Ian Holmes-Lewis Founder and CEO, Zzappit Catherine Kehoe MD, Group Brands & Marketing, Lloyds Banking Group David Lundholm Director, Group Corporate Development, BGL Group Peter Markey Chief Marketing Officer, Post Office Malcolm Oliver Contributing Author, Argent Alan Thompson Chief Executive, The Haystack Group Anthony Thomson Founder, Metro Bank and Atom. Chairman, The Financial Services Forum and National Skills, Academy for FS Helen Westbrook Head of Marketing – Europe and Middle East, HSBC Private Bank Dileas Winslow former Marketing Communications Director Protection, Legal & General David Wright Marketing Director, Police Mutual Stephen Wynne-Jones Head of Marketing, Cofunds Ltd The Financial Services Forum Awards for Marketing Effectiveness are dedicated to recognising and rewarding proven success in the creation and promotion of financial services and products.

Since the Awards were introduced in 2002, their purpose has remained consistent: to create a better understanding of the role and impact of marketing; to prove, beyond doubt, that marketing can be effective; and to promote and reward marketing effectiveness. Our Awards remain the only ones committed to recognising marketing effectiveness in financial services. Size of budget is not the driver of success. Creativity is only one part of the process. It is the overall contribution to business performance, and effectiveness, that counts. The number of Award entries continues to grow, with financial services organisations and their agencies delivering creative and innovative campaigns that have achieved outstanding results. Can I thank all the entrants, the judges for their continued support and effort, but most of all congratulate the winners and commended entries for their outstanding achievements.

David Cowan Managing Director The Financial Services Forum A

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Direct Line: The ‘Fixer’ Campaign Thirty years ago, Direct Line was a veritable tour de force, its game-changing ‘direct’ insurance proposition as well-known as its pillarbox-red phone. Once king of the market rankings, over the years its crown had slipped, with revenue suffering as a consequence. While the price-comparison website grew in popularity, offering competitive prices and cuddly toys, Direct Line lost its identity and connection with customers. Thanks to a proactive, top-to-bottom overhaul of their brand proposition – involving an innovative integrated campaign – they have turned things around and seen their highest-ever online engagement, with Direct Line becoming the first insurance brand to trend on Twitter. Judges’ Comments: Although there was a drop in the number of entries in this category, this was a belting entry and a worthy winner. Reversing six years of decline, this very distinctive campaign was big, bold and brave.

Commended

The Co-Operative Bank: Close Brothers (The Gate): Standard Life Investments: Fight Back Campaign Modern Merchant Banking Ryder Cup The Co-operative Bank’s ‘fight-back’ campaign Launch Campaign In its mission to become the best global asset was initiated to transform their damaged brand This campaign united Close Brothers – a manager, Standard Life Investments sought to from being synonymous with scandal and multi-faceted business that had never before raise brand awareness among key audiences, crises to being the ethical bank once again. advertised as a group – behind a single, simple reinforcing values such as teamwork, Insight told us that consumers wanted a bank idea borne out of an insight rooted in Close heritage and performance excellence. that behaved with ethics and values and that Brothers’ history. Using respected national Utilising sponsorship of the 2014 Ryder Cup they could own this territory. media, a consistent creative expression and provided an ideal platform, with a multi-media advertising campaign built around the theme They ran an advertising campaign to influence recognisable branded assets, the campaign demonstrably increased preference for Close World Class as Standard. Various metrics consumers’ perceptions by making more demonstrate the campaign’s success in raising people aware of their heritage of ethical Brothers and resulted in significant business growth. global visibility and perceptions, while genuine banking. media partnerships delivered significant ROI. In Driven by the need to standout in a cluttered addition, efforts up to and including the 2014 market, they selected a disruptive and tournament provided a strong platform for non-conventional creative approach with a sponsorship of the 2016 Ryder Cup. broadcast heavy media strategy. UNIQUE AND INDEPENDENT RESEARCH C

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SunLife: Beard Insurance SunLife created a range of entertaining hero, hub and hygiene content to launch a ‘new product’ – beard insurance – on April 1st, to reach a younger audience, reposition SunLife, drive traffic to our website and engage prospects on social media, as well as get national press coverage. Content created included a video, photography, web page, blog, online beard insurance calculator and more. On April 1st, the video was viewed online 105,000 times (in a single day), web traffic increased 400%, they got over 3,000 social comments, a reach of over 800,000 and £240,000 of press coverage. Not a bad day’s work. Judges’ Comments: A new category with some very good entries, but there was a clear winner that has set a high standard for others to follow. A huge reach for a small budget and a highly-commendable return on investment.

Commended

Aviva (Teamspirit): An Unprecedented Tax Year End This was an unprecedented tax year end with a multitude of rule changes. Aviva’s challenge was to generate revenue growth and increase platform usage, despite the added complexity. Their strategy to equip advisers with knowledge to understand the opportunity and tools to communicate with their own clients worked. Using a content rich approach which was highly targeted through use of marketing automation, they beat every one of their campaign metrics across a broad set of media. Engagement levels were higher than anticipated and they achieved a 45% increase in platform transactions and sales targets achieved early. Corporate Social Responsibility Sponsored by C Winner

BNY Mellon / Newton Investment Management (AML): Changing History A five-year partnership between BNY Mellon, Newton Investment Management and Boat Race Company Limited has transformed this great British institution. The Newton Women’s Boat Race now enjoys parity with the men’s in funding, support, course venue and race date. As a lead media event with a global audience, the exposure that this story has enjoyed has attracted other organisations to support the advancement of diversity and parity of opportunity in many pursuits – from sport to the workplace, and from the international stage through to local communities. Judges’ Comments: This was a very close category and the judges were impressed with the improvement in the quality and quantity of entries. In a category that is always going to be hard to measure effectiveness, the winner managed to capture a wide range of metrics, showing both reach and impact.

Commended

Direct Line (Citigate Dewe Rogerson): The Hidden Issue of Female Drink Driving What if you uncovered information that had the potential to rewrite received wisdom on drink-driving? In 2014 Direct Line found itself in such a position, when a research report it had sponsored revealed that whilst drink-driving overall was decreasing, the reverse was true amongst older women. Realising that this flew in the face of received wisdom (almost all communications have targeted male drivers, since the first drink-driving campaign appeared 50 years ago) it created a campaign in partnership with Citigate Dewe Rogerson that would both educate drivers and, crucially, those within the road safety industry. Customer Loyalty & Retention Sponsored by Winner

Aviva (Cherry London): Aviva Advantages Insurance is typically an annual grudge purchase, giving customers little reason to build a relationship with their insurer. In response, Aviva developed a nationwide, digitally-enabled customer rewards programme, Aviva Advantages, which rewards their customers through relevant Aviva product discounts, offers and experiences from brands, and exclusive experiences from their sponsorship partners. As a result of these benefits, customers are motivated to interact with Aviva more frequently, and in turn, Aviva have proven these customers are more valuable to the business, staying longer and buying more. Judges’ Comments: A limited number of quality entries in this category, but that shouldn’t detract from those shortlisted. Aviva continues to keep the bar raised high in a very tough sector. CX Profitability and Lexden Your Winning Combination C

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Kent Reliance (Teamspirit): Putting Customers at the Heart of the Experience In 2011, Kent Reliance reported a loss of £11.1m. Customer feedback was consistently unflattering, and rising complaints were matched by the departure of loyal customers. The company reacted immediately. It undertook extensive research, then launched a real-time customer feedback strategy, which shaped an innovative multi-channel customer experience, placing the customer at the heart of the solution. The success of this strategy was simply extraordinary. Complaints reduced by 51% in the first six months alone …and within just three years, customer satisfaction rose to 85.8%, sales trebled, and Net Promoter Score went from -14 to + 39. Judges’ Comments: Very clear insight with a variety of rich metrics made this a very CUSTOMER EXPERIENCE BRAND EXPERIENCE EMPLOYEE EXPERIENCE succinct and well-executed entry. A new category for 2015 and one the judges expect CX frameworks to energise Leveraging the value of Helping to connect the will be very competitive in years to come. existing activities and brand differentiation relevance and opportunity align new programmes to through CX - making it of CX to employees from optimise CX profitability motivating internally and boardroom to basement meaningful externally Commended

RBS (SapientNitro): RBS Get Cash Santander: Simple, Personal, Fair This is the story of how a small but high-value experience innovation This is the story of a radical new approach, which completely redefined has delivered new utility to a key group of at-risk under-35 customers customer experience at Santander. In 2013 Britain was limping out of We help clients increase profit from customer experience and supported the bank’s broader brand promises of “Helpful Banking” the worst economic crash in a generation. If times were tough for the (NatWest) and “Here for you” (RBS). established banks, the challenges were greater for a Spanish newcomer. MORE TH>N • WILLIAM HILL • THE CO-OPERATIVE BANK By imbedding new technology in their mobile-banking apps, RBS/ Santander faced two unique challenges: They needed to evolve their NatWest has made card-less access (for emergencies or just brand identity; and customer loyalty and satisfaction needed improving. VISA EUROPE • PARK INN HOTELS • AGEAS convenience) to cash quick and easy, as well as zero cost. Usage Listening to customer pain-points, Santander realised there was is 15 times up on a similar predecessor (call-centre based) service, deep-seated anxiety at the core of the relationship between bank and contributing to improved customer satisfaction and customer retention. customer. Customers didn’t trust banks, and wanted to feel confident in managing their money. Santander’s task became clear, and it would be mammoth, requiring a wholesale change in how they did business.

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MARKETING & SALES RECRUITMENT

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Kent Reliance (Teamspirit): Banishing the Mortgage Monsters In 2014 specialist mortgage provider, Kent Reliance for Intermediaries (KRFI) faced some seemingly insurmountable commercial challenges. Most importantly, mortgage sales were badly down, largely due to their poor digital offering – brokers’ primary method of placing business. KRFI immediately undertook in-depth analysis of their digital offering. Insights gathered drove a highly successful redefinition of their entire web offering and digital communications activity. Results far exceeded targets. User sessions and web traffic, the business’s lifeblood rose by 591% in 12 months, mortgage completions rose against all expectations, contributing massively – and unexpectedly – to one of the most successful IPOs of 2015. Judges’ Comments: A very strong entry – it had to be, to beat some great competition. Loaded with data and metrics, it was a clearly articulated entry which impressed the judges with both short-term and long-term goals and achievements.

Commended

FSCS (UM London): Whatever You’re Saving For Standard Life Investments: Ryder Cup UM London was given the job of raising awareness of the FSCS and the In its mission to become the best global asset manager, Standard Life services it provides. A bespoke segmentation revealed a key audience Investments sought to raise brand awareness among key audiences, in the ‘squeezed middle’ that would be most receptive to their message. reinforcing values such as teamwork, heritage and performance Campaign exposure had previously been high, but messages were not excellence. Sponsorship of the 2014 Ryder Cup provided an ideal cutting through. They needed to package their story in a way that would platform to build a digital marketing and social media campaign around resonate with the audience by reframing a long-term savings message the theme World Class as Standard. Various metrics demonstrate the as entertaining. The campaign delivered an 18% increase in FSCS’s core campaign’s success in raising global visibility and perceptions, while KPI through a bespoke and innovative digital-led content programme media partnerships delivered significant ROI. In addition, efforts up using celebrities and a digital entertainment brand. to and including the 2014 tournament provided a strong platform for sponsorship of the 2016 Ryder Cup. Now, things are different.

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Barclays: Onboarding Julie, you should already When a customer opens a new current account with a financial provider, they often have your feel bombarded with the array of documents sent to them. Account number Barclay’s goal was to transform the on-boarding process for new customers, by Sort code welcoming and guiding them effortlessly through the set-up process; building a strong and positive relationship from the very first communication. Using their latest capabilities in dynamic email, customised landing pages and personalised video, they delivered a best-in-class experience, tailored to each individual customer and the choices they had made through a personalised welcome email/video, delivered on day one of their new relationship with Barclays. Barclays is the first bank in the UK to use personalised video as part of the new to bank on-boarding process. Judges’ Comments: The winning entry articulated a campaign with a high level of personalisation, solving a genuine customer issue. It was a great submission, extremely well executed. Barclays are doing something well, that most bands do badly. Commended

Co-operative Insurance: The 3G’s In a highly competitive market, against a backdrop of sizeable marketing budget cuts and a challenging reputational environment, the Co-operative Insurance Marketing team have developed and implemented a highly successful direct marketing strategy that has transformed the business performance and demonstrated the power of effective direct marketing. Centred around the unique brand proposition and customer data, the marketing team and their agency partners have been inspired and empowered to deliver a set of campaigns that have increased YOY sales by 18%, with a 47% improvement in efficiency. More than I skin deep

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Aviva (Teamspirit): New Thinking – Unlocking the Sandwich Generation In 2014, the ‘sandwich generation’ posed one of the biggest challenges for Aviva’s key distribution channel – financial advisers. This critical 45-60 year old audience accounted for a high percentage of advisers’ clients – and fee revenues. Yet advisers were often unable to complete business with them – effecting their businesses adversely. Aviva responded with a hard-working, practical and innovative integrated campaign. At its heart was cutting-edge behavioural science content that helped advisers ‘unlock’ their sandwich generation clients. Results surpassed targets and expectations. Over 2,000 advisers downloaded campaign materials – and new conversations with Aviva’s sales force exceeded 173% of already stretching targets. Judges’ Comments: A clear winner in a strong category. An innovative campaign utilising behavioural science to truly understand their audience. This entry ticked all the boxes with clear insight, analysis, metrics and results.

Commended

BNY Mellon / Insight Investment Close Brothers (The Gate): Prudential: Keeping the (AML): Absolute Insight Modern Merchant Banking Candles On This campaign aimed to provide cut-through Launch Campaign Launched in 2004, PruFund had expanded in a crowded, complicated market to best This campaign united Close Brothers – a from a single product to a range that caters communicate absolute returns investing multi-faceted business that had never for a variety of investment risk appetites. Its to advisers. This was achieved through an before promoted itself as a group – behind success makes it one of Prudential’s most arresting combination of print and online a single, simple idea borne out of an insight important products, yet its £10bn of funds communication, supported by a unique content rooted in Close Brothers’ history. Using under management is written by a relatively web hub. Always driven by anticipating the respected national media, a consistent small pool of advisers. In fact, most advisers needs of their clients, they aimed to empower creative expression and recognisable branded hadn’t even heard of the range. This was a advisers by providing them with clear assets, the campaign demonstrably increased genuine business issue given the revolution information as well as practical knowledge preference for Close Brothers and resulted in in the pensions market, the growing number – essentially creating a ‘one-stop-shop’ for significant business growth. of advisers investing on platform, and the absolute return investing. ongoing effects of RDR. With a business strategy based around PruFunds’ continued success, a new communication strategy was needed. I

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Scottish Widows: Driving Action by Encouraging People to Change Their Life in an Hour In the year that the UK would undergo the greatest upheaval of its pension system in a generation, and the media was awash with predictions of people placing short-term impulses in front of long-term prosperity, Scottish Widows stood up as a leader of positive action. By successfully encouraging its audience to ‘Change Your Life in an Hour’, it saw over 250k people take the first steps to making a plan for later life, and achieved the highest brand consideration since its 2014 re-launch. This is the story of why leading from the front pays dividends for both customer and brand. Judges’ Comments: Driven by some outstanding insight, this was a well-articulated entry that really brought to life an outstanding campaign.

Commended

Direct Line: The ‘Fixer’ Campaign SunLife: Making Life Insurance Straightfordable Thirty years ago, Direct Line was a veritable tour de force, its game- SunLife research showed two of the reasons for the ‘protection gap’ changing ‘direct’ insurance proposition as well-known as its pillarbox-red in the UK are that people believe life insurance is too complicated phone. Once king of the market rankings, over the years its crown had and too expensive. So they developed a product, customer journey slipped, with revenue suffering as a consequence. While the price- and communications which were straightforward and affordable – comparison website grew in popularity, offering competitive prices and ‘straightfordable’. cuddly toys, they lost their identity and connection with customers. Using the insight that people protect their cars, their pets, their TVs Thanks to a proactive, top-to-bottom overhaul of its brand proposition – and even their luggage, SunLife pointed out that they may also want involving an innovative integrated campaign – they have turned things to protect what really matters – their family. This ‘straightfordable around and seen its highest-ever online engagement, with Direct Line life insurance’ campaign across TV, radio, press, mail and online has becoming the first insurance brand to trend on Twitter. surpassed all targets, achieved significant sales and dramatically enhanced key brand metrics. A NEW BREED I OF AGENCY The landscape of digital technologies and the consumer behaviours they impact is changing every day. These changes present all kinds of challenges - from losing market share, to maintaining relevance in different channels, to understanding the effectiveness of your marketing spend.

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Coutts: Coutts & Grayson Perry: Who are you? At the OF AGENCY National Portrait Gallery The landscape of digital technologies and the Coutts was headline sponsor of Grayson Perry: Who Are You? at the National Portrait Gallery (October 2014 - March 2015). Their internal audience was key, as consumer behaviours they impact is changing they sought to engage staff across the UK, convey Coutts’ values and reaffirm every day. These changes present all kinds the identity of the business at a time of strategic change. Carefully devised events of challenges - from losing market share, to empowered and inspired staff, culminating in an art competition, judged by Grayson maintaining relevance in different channels, and the NPG. Activity was bought to life through Coutts’ new interactive intranet to understanding the effectiveness of your and strategic communications, maintaining momentum throughout the exhibition. marketing spend. Exceeding expectations on every level, the partnership left a lasting legacy within the organisation. We want to work together with you to turn Judges’ Comments: This was a brave, bold and ambitious campaign, explained in a these challenges into opportunities. We’re well-presented and articulated entry. A well-deserved winner. built with a breadth and depth of services across business, brand, experience, channel and technology – combined with a depth in analytics and an ability to execute strategy.

By bringing these perspectives together, we Commended create a comprehensive vision for your brand, helping you address the short and long-term Direct Line: The ‘Fixer’ Campaign Mastercard: Small is the New Big Standard Life Investments: challenges of an always-on world. In 2014, Direct Line undertook its most In 2013, no one was interested in selling Ryder Cup ambitious internal communications programme commercial credit cards to small and In 2014, Standard Life Investments embarked to date. Aimed at every one of its people medium-sized businesses. But then the EU on its first global sponsorship, becoming – from the post room to the boardroom – introduced a cap on interchange fees, limiting the first Worldwide Partner in Ryder Cup the programme was designed to engage the amount banks could charge for personal history. This sporting event is the third most employees in the company’s bold new brand card transactions. However, commercial watched globally, behind only the Olympics proposition. This was far more than just cards weren’t affected. They developed and the football World Cup. Teamwork and some emails or flyers, this was an innovative Small is the New Big, a campaign that tore performance excellence are at its core, values multichannel campaign that incorporated up the MasterCard rulebook. They talked that align directly with our brand. As the only creative experiential, digital and environmental to SMEs. They created new services, value Partner permitted to promote an association comms that not only communicated the new propositions and go-to-market materials. They on both sides of the Atlantic, a fully integrated brand values, but mobilised people to live them. ran workshops. And they created Bling My activation programme was designed to achieve Business! two strategic B2B objectives: enhance brand awareness and connect with clients. The 2014 event in Gleneagles exceeded expectations from a commercial, strategic and client engagement perspective, providing a strong www.sapientnitro.com platform for the 2016 Ryder Cup in the US. The experts in financial services market research N If speaking is silver, then listening is gold

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Barclays: Barclays Mobile Cheque Imaging Barclays developed the functionality within their Barclays Mobile Banking Application for customers to be able to pay in a cheque using their mobile phone. The launch of this service started as a small pilot with 6,300 customers and staff, in May/June 2014. Since then 1 million Barclays customers who use iPhones have been invited to join, and this offer will soon be extended to Barclays’ customers who have Android devices. As a result of this pilot, Barclays have pioneered bringing the processing of all banks cheques into the 21st century and the law is expected to change, resulting in reducing the maximum clearing cycle to 5pm next working day for the whole of UK PLC. Judges’ Comments: A close category with some very strong contenders. This was a beautifully-constructed initiative, supported by plenty of consumer date.

Commended

LV= (Moreish Marketing): LV= Personal Sick Pay Successful product development, in the often overcomplicated world of financial services, is a challenge. LV= Personal Sick Pay delivered on every front; product, proposition, campaign implementation and outstanding business results. Income protection (recommended by financial advisers) works when you can’t and is considered the most important insurance for working adults. For customers in riskier jobs, income protection can be too expensive, leaving families at serious financial risk. Launched in 2014, Personal Sick Pay is a type of affordable income protection aimed at these customers. The product smashed its first year sales target by 340%.

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Congratulations to all The Financial Services Forum Award nominees and winners

As sponsors of the PR Award, FWD is delighted to recognise tonight’s nominees and winners to congratulate them on their consistent performance and leadership over the past year. Like you, we at FWD excel at what we do, so if the next step is to promote your award-winning status, perhaps it’s time to give a leading financial services consultancy a call.

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Charter Court Financial Services (Teamspirit): Launching the Next Challenger Bank Charter Savings Bank, a new banking brand from Charter Court Financial Services (CCSF), a well-established financial service specialist which had previously operated in the mortgage market via its brands Precise and Exact, became 7th bank to receive its banking license from the PRA in January 2015. Teamspirit PR was appointed to advise on the launch strategy and build its brand in media beyond that point. Teamspirit PR worked with CCFS to build credibility for established corporate spokespeople and maximise credibility for the new bank. Judges’ Comments: There continues to be a big improvement in the quality of entries, but there are still improvements to be made. This year was very competitive with a number of great entries. The winner hit all the objectives with a well written entry that identified and delivered rigorous effectiveness measures. Commended

Protect Your Bubble: TheCityUK (Linstock UBS Wealth Henderson Global Turning Insurance Cover Communications): Management (Headland Investors (Teamspirit): into Media Coverage Leading the Debate on Consultancy): UBS The Henderson Global Protect Your Bubble insures the Issues that Matter Wealth Management Dividend Index gadgets such as smartphones and TheCityUK, the membership Wins Majority Henderson Global Investors tablets; the high value, portable – organisation for UK-based UBS Wealth Management understood the challenge its and easily lost – technology that financial and related professional wanted to build a profile in the institutional and retail customers we carry around with us. Launched services, has seen exponential key national and regional media around the world faced to earn an in 2008 after they spotted a gap in growth in its profile and influence. to support its objective to be adequate income on their capital. the insurance market; exclusions To maintain this in 2014, the PR regarded as the UK’s best wealth Rock bottom interest rates mean and restrictions on many home challenge was to be recognised manager. The main challenge higher yielding equities must and travel policies meant these as leading on the issues which facing UBS was to distinguish do the heavy lifting. Henderson didn’t provide sufficient cover matter most to its members. its macro-economic insights wanted to grow its business in for expensive gadgets. But, just It addressed this by focusing from other wealth and asset the income fund management as there were gaps in the cover PR on three key themes, and managers. Headland was hired niche, taking a larger share of this provided by conventional insurance prioritising opinion articles and to position the Chief Investment expanding market both in the UK policies, there were also big gaps in leading national titles to set the Office and its Head, Bill O’Neill, as and abroad. Its communications public’s perception of the problem. agenda. As a result, TheCityUK’s investment experts. challenge was to elevate Protect Your Bubble successfully PR effort in 2014 vastly exceeded the brand and demonstrate In a crowded media landscape, used PR to raise awareness of targets. The volume and quality Henderson’s income investment UBS’s opinions gained prominent the issue and position their brand of coverage increased during this pre-eminence, as well as filling media attention and built as a transparent, trustworthy and period. a knowledge gap in the world’s significant profile. credible solution. understanding of dividends. Award Winner UK.pdf 1 11/3/15 4:02 PM S

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Direct Line: The ‘Fixer’ Campaign Having revolutionised the way insurance was sold in the UK, Direct Line suddenly found itself suffering from a year-on-year decline in revenue. The advent of price- comparison websites had tempted consumers away from a brand that they no longer felt engaged with. Faced with the challenge of reviving the brand and boosting revenue, the company decided it needed to completely overhaul its social-media strategy. Launched in August 2014, Direct Line’s social-media campaign exceeded expectations and resulted in 60m impressions in total, uplifts across all brand metrics including brand preference and a reversed decline in revenue a year ahead of target. Judges’ Comments: One of the best entries read this year. The entry was well structured with plenty of supporting evidence.

Commended

Aviva (Teamspirit): New Thinking – Unlocking the SunLife: Beard Insurance Sandwich Generation SunLife used social media to launch a ‘new product’ – beard insurance In 2014, the ‘sandwich generation’ posed one of the biggest challenges – on April Fools’ Day, to reach a younger audience, reposition SunLife for Aviva’s key distribution channel – financial advisers. This critical and get national press coverage. They launched with a compelling video 45-60 year old audience accounted for a high percentage of ad across their social channels, and invited people to submit pictures of advisers’ clients - and fee revenues. Yet advisers were often unable to their beards to get a bespoke ‘beard quote’ using our special algorithm. complete business with them – effecting their businesses adversely. On April 1st, the video was viewed online 105,000 times (in a single Aviva responded with a hard-working, practical and innovative social day), they got over 3,000 social comments and a reach of over 800,000 media campaign. At its heart was cutting- edge behavioural science and increased web traffic by 400%. Plus £240,000 of press coverage. content that helped advisers ‘unlock’ their sandwich generation clients. Not a bad day’s work. Campaign results exceeded all expectations. Cost per engagement plummeted, web visits and new Twitter followers achieved already stretching targets by over 200%. Market-leading technology and proven expertise. Why settle for less? S

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Green Flag: Premiership Rugby Sponsorship Green Flag has leveraged its sponsorship of Premiership Rugby to deliver meaningful brand experiences and connections. Through innovative experiential activations and a fun, engaging social-media campaign, the campaign delivered a reach of over 28million and enabled Green Flag, for the first time in its history, to not only steal share of voice, but to steal market share from its major rivals. Judges’ Comments: Another category where we have witnessed big improvements in the quality of entries. The winner delivered a well-structured, well-articulated, fun and “honest” campaign. Great use of insight and benchmarking measures.

Commended

BNY Mellon / Newton Coutts: Coutts & Standard Life Yorkshire Building Investment Management Grayson Perry: Who are Investments: Ryder Cup Society (Teamspirit): (AML): Deeper you? At the National In 2014, Standard Life Investments Grand Depart Engagement Portrait Gallery embarked on its first global Sponsorship sponsorship, becoming the first The women’s race finally gaining Coutts was headline sponsor 2014 was huge for Yorkshire Worldwide Partner in Ryder Cup parity with the men’s ensured of the Grayson Perry: Who Are Building Society (YBS) with their history. Teamwork and performance media attention for the 2015 You? display at the National 150th Anniversary and a rebrand. excellence are at its core, values Oxford & Cambridge Boat Portrait Gallery from October Sponsoring Le Grand Depart was that align directly with our brand. Races. BNY Mellon and Newton 2014 to March 2015. A first for all a means of commemorating this As the only Partner permitted Investment Management were parties, the partnership marked milestone while differentiating the to promote an association on able to leverage the buzz whilst their continued evolution and brand within a competitive market. both sides of the Atlantic, a fully targeting their more business- commitment and expertise within YBS, working with Teamspirit, integrated activation programme oriented audiences. They the British creative industries. The did more than activate the 3-day was designed to achieve three developed an integrated, content- sponsorship centred on a series sports event, creating a 6-month inter-related strategic objectives: led campaign to engage their of bespoke events, which were celebration that spanned the enhance brand awareness, key audiences more deeply with key to transmitting Coutts’ brand summer. Against demanding connect with clients and galvanise social, online and print advertising, values, each carefully devised targets and built on their strategic our people. The 2014 event in events and PR all driving to target their key stakeholders pillars (locally famous, people Gleneagles exceeded expectations interested traffic to the purpose- effectively. Engagement amongst & customer experience) they from a commercial, strategic and built content hub “Brilliant”. Here, clients, employees, the partners managed to celebrate their client engagement perspective, the linkage between business and wider stakeholders was heritage, and engage external providing a strong platform for the and sport was developed – by the exceptional, with Grayson Perry stakeholders and colleagues, 2016 Ryder Cup in the US. sponsors and by leading names in at the NPG driving a lasting achieving amazing results. sport and business. Results were statement of Coutts’ values today. extremely positive. J udges’ Special udges’ Special JAward for JAward for Best Best Consumer Contribution Insight to Marketing Sponsored by Learning