MARKETING SOCIETY AWARDS for EXCELLENCE 2012: New brand

WINNER i Newspaper (Agency: McCann Erickson)

i, the UK's first national quality daily newspaper to hit the streets in 25 years, overturns the conventional wisdom about the inevitable decline of newspapers. The quality tabloid's success shows there is a future for printed news if the product is right.

Launched as a sub-brand of The Independent, i quickly exceeded its circulation target of 150,000, and brought in significant advertising revenues. Crucially, there was little cannibalisation of The Independent or any other newspaper.

The success is partly down to its well-thought out format and the owners' conviction there is real demand for it. At the same time, the two-phase marketing campaign and a push for distribution through retailers were vital.

The campaign's first phase from launch in October 2010 to January 2011 began with outdoor ads and a radio campaign on LBC. This gave insights into the launch, and showed that the campaign had been too cryptic by not telling potential readers and retailers what the new paper was and what it stood for. This was tackled in phase two, with an above-the-line campaign by McCann Erickson using Jemima Khan and Dom Joly on TV, print and digital.

Meanwhile, the distribution drive was also a key factor in success. On the first day of launch, i was stocked in 37,000 outlets nationally. Within three months this had been boosted to 44,000. This was the result of strong engagement and building relationships with retailers.

The Independent has shown newspapers still have mass appeal provided they offer real choice. The judges were impressed with the growth of i without cannibalising sales of The Independent and said the campaign showed 'a really brave use of insight'.

HIGHLY COMMENDED

O2 Priority Moments (Agency: VCCP Partnership)

O2 Priority Moments proves that there is more to the mobile market than just price cuts and plans. The location-based service offers O2 customers third-party discounts at stores and leisure facilities close to where they are located. The aim is to allow every O2 customer to upgrade their 'everyday' lives with exclusive offers and experiences. The most successful service launch in O2's history, the campaign for the scheme drove appreciation among existing O2 and prospective customers, and helped boost consideration for the brand. The judges said the campaign was solidly executed with good results.

HIGHLY COMMENDED

Rowntree's Randoms (Agency: JWT)

The launch of Rowntree's Randoms quickly became the biggest and most successful sugar launch ever for Nestle Confectionery. The brand gave consumers aged 16-24 what they craved from their sugar sweets - variety in flavour, shape and texture. The ads, created by JWT, tapped into the silly, nonsensical mentality of young adults, by creating a random language culminating in the endline 'Let your random side out'. Judges called it a 'strong entry' and highlighted the 750,000 Facebook likes.

ALSO SHORTLISTED FOR NEW BRAND

  • Just-Eat.co.uk, How we made a small brand big;
  •  Department of Health, Be clear on cancer

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