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'.


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.


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


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message