MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Customer insight

WINNER Transport for London (Agency: M&C Saatchi)

Transport for London's (TfL) high-impact campaign to cut road deaths and injuries among 11-15 year olds owes much to the insights gleaned from qualitative research.

A poster campaign in two phases, created by M&C Saatchi, uses close-ups of the faces of young people lying dead after road accidents, with the lines 'Don't let your friendship die on the road' and 'Stop. Think. Live.' The heart-stopping campaign has increased awareness of road safety among teenagers and TfL claims it has significantly cut deaths and injuries among 11-15 year old pedestrians in the capital.

The campaign was based on a powerful insight. Researchers spent time observing 11-15 year olds and asking them about their attitudes to risk and road safety. Teenagers were blase and felt road safety messages were old news they had learned at primary school. They thought they were in greater danger from knife and gang crime than being hurt or killed on the road, which is far from the case. They had a feeling of invincibility and felt a road accident was unlikely to happen to them. Above all, the 11-15 year olds were strongly influenced by their friends and those in their social group.

The campaign sought to represent the worst-case emotional consequence of taking risks on the road, with research showing that the worst case outcome for this age group was not the risk to oneself, but to one's friends. This insight provided the basis for a campaign that the judges called 'incredibly powerful'.

HIGHLY COMMENDED

Bepanthen (Agency: JWT London)

Bayer's nappy rash cream Bepanthen is up against tough competition in the shape of market-leading Sudocrem, yet its marketers have managed to create a success story through insights garnered from focus group research. Mothers saw the thick white competitor's cream as a protective layer helping babies avoid nappy rash. By contrast, Bepanthen is transparent, which could be perceived as a weakness.

This instead was turned into a product benefit - that the cream let the babies' skin 'breathe' as it is invisible.

The insight formed the core of the Experiment campaign, created by JWT, which showed the outlandish steps you could take to get air to your baby's skin. Happily, Bepanthen saves you the bother. Judges were impressed by 'a very clear use of insight' that helped redefine the category.

ALSO SHORTLISTED FOR CUSTOMER INSIGHT

  • Johnson & Johnson, Benecol, Project Beryl
  • Honda UK, Honda Friends
  • Halifax/Lloyds Banking Group, Generation Rent
  • Radio Advertising Bureau, Media and mood of the nation

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