Ipsos clients win six awards for excellent use of research in advertising
Ipsos congratulates its clients on an impressive six wins at the David Ogilvy Awards from the Advertising Research Foundation on October 8, 2020. The Awards were presented at a first-of-its-kind, entirely virtual gala celebrating finalists and winners. Tropicana, Meow Mix, Jif, Advil and Citizens Bank were recognized for their outstanding use of research in advertising.
In order to be nominated, ads must demonstrate three things: that well-executed research sparked the launch of the campaign; creativity; and a market impact. Ipsos is proud to have partnered with these organizations and to have contributed valuable research and insights towards their award-winning campaigns.
“In a year that is unprecedented for so many reasons, we are proud to celebrate our clients’ successes and the work we did to help achieve them,” said Pierre Le Manh, Ipsos CEO for North America and member of the ARF board of trustees. “These honors from the Ogilvy Awards are coming as Ipsos has been named the No. 1 Most Innovative insights and analytics company in the world for the second consecutive year. We are truly thrilled when our clients get recognized and when we, together with them and their agencies, have been able to make their campaigns sing.”
Meow Mix won gold in the Fashion, Beauty and Home category for its “Meow Mix Remix” campaign.
Ipsos brought its early-stage research capabilities in advertising strategy and creative idea development to the table to uncover the ‘cat’ insight at the heart of the campaign. Ipsos research found that cat parents revel in their cat’s unique preferences – including food. It also identified that the brand’s iconic jingle and tagline were powerful brand codes. The Meow Mix Remix campaign imagines cat musical artists in a wide range of musical genres. Each piece of content celebrates a different genre’s take on the brand’s iconic tune, showcasing the idea that cats don’t all sing the same tune, but they all ask for Meow Mix by name.
Two spots were tested quantitatively through Ipsos’ ASI:Connect methodology, and both spots showed above-average ability to break through a realistic cluttered environment of media touchpoints and for consumers to link the ads to Meow Mix.
Citizens Bank won gold in the Financial Services and Insurance category for its “Made Ready” campaign. Ipsos assessed a range of creative executions prior to the campaign launch and recommended optimization approaches.
Citizens sought to increase relevancy and awareness as a modern financial services partner for millennials. Research led it to develop a new brand platform, “Made Ready,” which tells everyone that Citizens is here to support the life you want to live, in the way you want to live it; it’s our individual experiences that make us ready for whatever comes next in life.
Tropicana won silver in the spotlight category of Best Brand Transformation and silver in the Food and Beverage category for its “Sip Your Sunshine” campaign. Ipsos conducted qualitative and quantitative research to support the campaign.
Tropicana has been the leader in orange juice for over 70 years, but the category has been declining. The campaign aimed to capitalize on the nostalgia consumers – particularly younger audiences – had for Tropicana. A robust research plan, focused on getting advertising strategy and early creative right, unlocked insight around “moments of brightness” and Sip Your Sunshine was born. Results were unprecedented, with Tropicana sales up double-digits in the first quarter of 2020.
Advil was awarded silver in the Health and Personal Care category for its “World Looks Different” campaign.
Advil set out to create distinction and deepen its connection with consumers by leveraging its untapped brand heritage of strength and a key consumer insight: “You won’t find me sitting on the sidelines, so if pain tries to get the best of me, I tell it where to go.” The brand broke category norms to deepen its connection with consumers via a storytelling format that demonstrated how the world looks different when you have power over pain.
Before starting ad development, the team evaluated Advil brand assets using Ipsos’ Implicit Reaction Time (IRT), an innovative advanced neuroscience approach that provided a deeper understanding of consumers' nonconscious perceptions. It measures how strongly consumers feel about an asset by succinctly capturing the time it takes a respondent to associate multiple assets with Advil.
Jif was awarded bronze in the Food and Beverage category for its “That Jif’ing Good” campaign.
The Jif team set out to defend their No. 1 position by contemporizing Jif’s image and expanding the target away from just “choosy moms and dads” to all peanut butter lovers. The final product is a campaign that demonstrates the logic-defying lengths that people would go for Jif peanut butter – like dressing up to join an army of squirrels or braving the apocalypse.
The team assessed three spots with Ipsos’ ASI:Connect methodology, identifying the creative direction that significantly exceeded expectations on ability to break through the clutter and leave a branded impression on viewers.
For more information on this news release, please contact:
Elen Alexov
Marketing Operations Director, North America
+1 778 373-5136
[email protected]
About Ipsos
Ipsos is now the third largest market research company in the world, present in 90 markets and employing more than 18,000 people.
Our research professionals, analysts and scientists have built unique multi-specialist capabilities that provide powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data coming from our surveys, social media monitoring, and qualitative or observational techniques.
“Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients to navigate more easily our deeply changing world.
Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).
ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP
The publication of these findings abides by local rules and regulations.
