2012 Shopper Marketing Effie Awards

The following overview of the 2012 Shopper Marketing Effies winners and finalists are based on information provided by the agencies that submitted the recognized entries. Supplemental information was added by the Institute from its own library to present a more detailed description of the campaigns. Additional information about the campaigns is available through the Article, Image and Promotional Activity links to the right and below the overviews.Campaign: “Every Day is Different” Regimen-Driving PlatformCompany: Procter & GambleAgency: Saatchi & Saatchi XAwards: Gold, Manufacturer: Loyalty, Awareness, Sales, TrialGold, Manufacturer: Single-Retailer RolloutThe college-age female is typically unaware that tampon and pad leaks during menstruation are often caused by a failure to switch to an appropriately absorbent product as flow varies. P&G and Saatchi set out to alert target consumers to this fact while also improving sales at Walmart.The objective was to grow sales by at least one point for Tampax and Always at the retailer and reverse what had been a share-loss trend for both brands. The campaign, which included digital activity, print ads and displays explaining to shoppers that “Every Day Is Different,” achieved all its goals during an eight-week event.Campaign: Swiffer “Project Jack” Co-Marketing CampaignCompany: Procter & GambleAgency: Saatchi & Saatchi XAwards: Gold, Manufacturer: Loyalty, Awareness, Sales, TrialSilver, Manufacturer, Single-Retailer RolloutSwiffer enjoyed high brand awareness, but serious cleaners ignored the product because they didn’t perceive it as any better than their reliable mops, brooms and dusters.The “Project Jack” campaign took Swiffer out of the box and displayed it on-shelf and fully assembled, so that shoppers who never considered the product before could see and feel the quality and innovation. Insights into the Walmart shopper helped P&G and Saatchi & Saatchi X craft a holistic path-to-purchase campaign that directed shoppers to the cleaning aisle to experience Swiffer. The program drove an unprecedented sales lift at Walmart that surpassed the brand’s goals.Campaign: “The Best in Beauty 2011”Company: Procter & GambleLead Agency: Leo Burnett/Arc WorldwideContributing Agencies: SMG; DeVries Public Relations; Allure/Conde Nast; Red212Award: Silver, Manufacturer: Multi-Brand Shopper SolutionP&G and its agencies faced two challenges when planning the manufacturer’s 2011 beauty scale event. The first was to convince "want it all" shoppers that P&G's beauty brands were equal in quality to department store brands. The second was to get retailers excited about the program.The team partnered with Conde Nast’s Allure to spotlight products from P&G’s portfolio that had won the magazine’s “Best of Beauty” awards, and created an even stronger claim by highlighting the four most-lauded brands as "Best of the Decade." Retailers got on board thanks to a robust marketing campaign that included TV, print and digital advertising, a mobile tour and premium in-store displays.Campaign: “Power of Knowing”Company: LifeScan Canada (Johnson & Johnson)Agency: The Integer GroupAward: Silver, Manufacturer: Multi-Retailer RolloutOneTouch Canada had been backed into a corner by competing blood glucose meters, whose tactics had eroded the brand’s market share and shut it out entirely from its largest retail client. But with 66% of all meters placed within pharmacies, winning at retail was the brand’s only option.OneTouch generated record-breaking results through a lifestyle-themed campaign that broke new ground for the category and customized elements for multiple retailers. The brand tapped into the specific shopper profiles and diabetes programs of each account, leading to a huge number of meters being placed and subsequent sales of test strips that let OneTouch maintain its category-leading status.Campaign: “Find Your Fit” G Series Fit Launch at WalgreensCompany: PepsiCoAgency: TracyLockeAward: Silver, Manufacturer: New Product/Service IntroductionGatorade and TracyLocke strove to create a breakthrough retail destination to launch its G Series Fit line at Walgreens. The goal was to educate and inspire the young fitness athletes among Walgreens shoppers to experience the benefits of the product line for themselves, thereby helping the retailer position itself as a destination for their needs.The goal was achieved through an interactive, informative endcap (and corresponding online activity) that educated target shoppers about the three-step product line’s ability to optimize their workout regimens. Using retail as media, Gatorade provided Walgreens with a complete product, education and incentive destination that affected shopper behavior.Campaign: Purex’s “Shock and Awe” Campaign at WalmartCompany: Henkel GroupLead Agency: Zooka CreativeContributing Agency: Energy BBDOAward: Gold, Manufacturer: Single-Retailer RolloutIn January 2011, Henkel and its agencies launched Purex Complete Crystals Softener at Walmart. The natural, crystal-based fabric softener provided long-lasting freshness — but carried the highest price tag in the category. Through an integrated and educational offensive, the team drove awareness and trial for the product among Walmart’s price-sensitive shoppers.From home to store to shelf, the campaign aimed to reach shoppers along their entire path to purchase. The in-store program, which centered on a unique, video-enabled shelf tray, disrupted the autopilot shopping common to the category and generated new consumption dollars. That drove category-wide growth for Walmart and strong sales for Purex.Campaign: “Family Movie Night”Companies: Walmart, Procter & GambleLead Agency: The Martin AgencyContributing Agencies: Barker DZP; MSL Group; MediaVest Award: Bronze, Retailer: Multi-Manufacturer Shopper SolutionWith studies finding that many consumers struggled to find TV content that the whole family could watch together, P&G and Walmart used their size and scale to develop a series of "Family Movie Night" films to air on free TV.The partners created an integrated marketing campaign that connected mothers with the brand equities of P&G’s brands and Walmart while publicizing the films. The effort also drove incremental trips to Walmart stores and boosted sales of relevant brands that participated in promotional campaigns surrounding the “Family Movie Night” premieres. Launched in 2010, the partnership has produced nine movies, including six that aired in 2011.Campaign: “IKEA. The Life Improvement Store”Company: IKEAAgencies: Ogilvy & Mather; MEC North AmericaAward: Gold, Retailer: Re-StagingIKEA learned that many of the customers who bought room sets and furniture in their younger years had matured into shoppers who primarily bought décor accessories and other smaller items. The retailer’s goal was to increase sales in a stagnant channel by getting those shoppers into stores to buy bigger-ticket items.The “Life Improvement Store” creative concept was designed to assist women in their nesting phase by showing them how IKEA could help them make their house a home. Featuring everything from TV advertising to new merchandising concepts, the effort grew sales and receipt sizes by opening shopper eyes to the whole rooms that were available.Campaign: “Your Other Address”Company: United States Postal ServiceAgencies: Draftfcb; Campbell-Ewald; AKQAAward: Silver, Retailer: Re-StagingRevenues generated by P.O. Box rentals had experienced three consecutive years of declines, and 34% of the Post Office’s inventory was vacant. It was time to relaunch a 200-year-old brand.The "Your Other Address" campaign positioned the P.O. Box as a way to protect privacy, helping to elevate it from a grudge purchase to an aspirational one in the minds of consumers. The effort launched in four key markets and 1,100 post offices for 20 weeks. Each activation element sought to reframe consumer perception in a disruptive manner. Downward test trends were reversed as test markets outperformed control markets for 16 straight weeks.Campaign: “Walk with Walgreens”Company: Walgreen Co.Lead Agencies: Leo Burnett/Arc Worldwide and Starcom (SMG)Contributing Agencies: Mars Advertising; Digitas; LiquidThreadAward: Silver, Retailer: Shopper Loyalty ProgramMany consumers have wellness intentions, but not all of them do something about it. Walgreens sought to help turn those intentions into action by creating the first loyalty program that rewarded people for walking. All consumers had to do was sign up and log the steps they took online to earn exclusive savings at Walgreens.Program sign-ups dramatically exceeded the campaign’s goal as “Walk with Walgreens” helped boost the retailer’s brand image across the U.S. and illustrate its commitment to taking an active role in the lives of its shoppers. The program helped get more people walking generally and walking into Walgreens stores specifically.To read the full case study, visit effie.org.FINALISTSCampaign: “Sam's Club Gift Card Program”Company: Procter & GambleAgency: Saatchi & Saatchi XCategories: Manufacturer: Multi-Brand Solution; Manufacturer: Single-Retailer RolloutThe program offers Sam's Club members tangible savings in the form of gift card rebates while also strengthening the retailer’s value perception among shoppers. Structured to encourage members to shop consumables more broadly and deeply, the effort injects sales volume into the business at relevant times of year and drives sustainable growth.Campaign: “Keep Your Family on Track”Company: Kimberly-ClarkLead Agency: OgilvyActionContributing Agencies/Participants: OgilvyAction; Disney Consumer Products; Disney Studios; Ketchum; MindshareCategory: Manufacturer: Multi-Retailer RolloutKimberly-Clark needed a resonant shopper solution to boost basket rings across its brand portfolio. Synchronizing multiple path-to-purchase programs with Disney’s Cars 2 property, other manufacturers and key retailers, K-C delivered customized, cross-category solutions that helped Mom keep her “family on track” throughout the summer. The efforts increased sales, share, and feature and display activity, as well as 20 unique retailer activations.Campaign: “Mom’s Hydration Wingman”Company: Coca-ColaAgencies: Ammirati; Starcom Mediavest GroupCategory: Manufacturer: Single-Retailer RolloutCoca-Cola’s vitaminwater wanted to support Kroger's "Health Matters" platform and help the retailer capture share in the enhanced water category. The integrated program illustrated how vitaminwater could aid the lifestyle needs of Kroger shoppers and connected with Mom to drive her along the path to purchase. The effort improved key brand health metrics while increasing sales volume.Campaign: “Wellness+”Company: Rite AidAgencies: MARC USA; Cyclops Productions; Beast Editorial; Park Pictures; SpotweldersCategory: Retailer: Shopper Loyalty ProgramWith sales and prescription counts declining, Rite Aid needed to give consumers a compelling reason to choose it for both their pharmacy and front-end needs. By creating a loyalty program that empowered their wellness quest and rewarded their wallets, the retailer provided that reason. The program and its integrated campaign improved brand perceptions, customer retention and comparable store sales.

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