Effectiveness 08 - Marketing Week

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MW_091008_p080 6/10/08 2:26 pm Page 80SPONSOR PLATFORM-ABrendan CondonManaging Director,Platform-A InternationalShropshire House11-20 Capper StreetLondonWC1E 6JAT 020 7092 2000F 020 7092 2160E infouk@platform-a.comW www.platform-a.euDirectorsBrendan Condon -Managing Director, Platform-A InternationalMichael Steckler -Managing Director, Platform-A UKDisciplines● Display● Search● Affiliate● Mobile● VideoPlatform-A is AOL’s advertising business. It is the industry’s largestdigital advertising platform, offering the most comprehensive suite ofmarketing solutions, powered by the web’s best advertisingtechnologies.Platform-A includes AOL’s leading media properties – AOL.com, AIM,MapQuest, and its advertising partners such as Cartoon Network,Spectator and UK Parents Lounge, as well as Advertising.com’snetwork that reaches 9 out of 10 users in the UK and over 157million across Europe. (comScore August 2008).Platform-A includes the technology of Tacoda’s audience insights andbehavioural targeting; Quigo, a site- and content-targeting solution;ADTECH, an international digital ad-serving business; Third ScreenMedia, a mobile ad-serving network; and buy.at, an affiliatemarketing solution.Platform-A currently has operations in the United States and ninecountries across Europe; including Denmark, Finland, France,Germany, Netherlands, Norway, Spain, Sweden, the UK, as well asJapan, through a joint venture with Mitsui. Learn more atwww.platform-a.eu, the new home for AOL Properties,Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.80 The 10th Annual Marketing Week Effectiveness Awards
43 MWEA_BOTN_FMCG_p43_AA:Layout 1 3/10/08 16:53 Page 81FMCGWINNERAnchor Free Range ButterArla FoodsSHORTLISTCAMPAIGN Changing the TissueHabits of a NationBRAND KleenexCOMPANY Kimberly-ClarkCAMPAIGN It’s All GoodBRAND McCainCOMPANY McCain FoodsBRAND SnickersCOMPANY MarsBRAND Wrigley’s ExtraCOMPANY The Wrigley CompanyButter sales have declined over the past 40 years,thanks to the reduced popularity of home baking,and this has been exacerbated by low-fat diets andthe increasing use of more convenient dairyspreads. Anchor reasserted itself as a brand leader,giving consumers a clear reason to choose thebrand over own-label or butter substitutes bypositioning the brand as “free-range butter”.Anchor cows graze outside all year round and,unlike most cows, are never crowded into concretefloored sheds. Free-range cows give free-rangemilk, which makes the butter distinctive.TV, press and poster advertising, new packdesign, online activity and a cross-promotionin-store with free-range eggs all carry the free-rangemessage to the target audience of “naturalproviders”, who won’t compromise wholesome,authentic food for the sake of convenience.A loyalty reward scheme allowed consumers toclaim goodies, such as a cow kite or mini baking kit.“The free-range butter” idea has helped turn Anchorinto a million-pound brand for the very first time.Although the global dairy crisis resulted in an[Despite] the global dairycrisis in 2007... therewas little defection tocheaper own-labeloptionsaverage 32% price increase across all Anchorproducts in 2007, there was little defection tocheaper own-label options.Brand consideration levels were maintained at44%. Anchor products contributed £25.2m of profitto the business in total. After marketing spend hasbeen taken into account, this equates to £17.5mprofit.The 10th Annual Marketing Week Effectiveness Awards 81
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