2015s Kinsale Sharks shortlist was announced this week and Starcom proudly sits as the most shortlisted Irish agency in the Media category. As with every award entry; blood, sweat, tears and spell checks went into the writing and structuring of some of our most awesome campaigns. Here’s a summary of our 5 shortlisted campaigns:
Media Excellence – Best Contribution to campaign by a media owner
AIB Start Up Academy – with the Irish Times
AIB wanted to be seen as backing the some of the bravest people in the country – entrepreneurs. We wanted to help potential business start-ups make their idea into a reality and really prove that we were THE bank for business start-up loans.
With the Irish Times we offered them a platform that allowed AIB to go on the journey from idea to company along with them. We created a partnership with someone they trusted to deliver this platform, the Irish Times. Through start-up nights across the country, an online hub to pool content and the AIB Start Up Academy – an business incubator delivered by the Irish Times Training Academy – we proved by doing.
Media Excellence – Innovative Media Strategy
Tiger ‘Faces of Fringe’
In the Dublin Fringe Festival, Tiger found a sponsorship partner that shared their brand values. Our shared target audiences were curators of their city, young men and women who seek new experiences and are festival goers. We created an innovative media campaign that fused cultured content with audience participation through Faces of Fringe. We placed graffiti installations, created by two locally renowned artists, around Dublin allowing people to discover our brand stories. To truly stand out we made festival goers part of the campaign, mapping Tiger branding onto the faces of over 700 people and beamed onto specially built digital billboards & 6 sheets around Dublin.
Media Excellence – Innovative Media Strategy & Media Excellence – Integrated Media Strategy Budget < €100,000
AIB The Toughest Choice
Think GAA, think Croke Park summer days and the epic county finals. In 2014 AIB were sponsors of the Club Championships, a proud grassroots organisation but often forgotten as we rush towards September, but it’s the club players that makes the county teams great. We hijacked the county football GAA finals to demonstrate that the AIB GAA Club Championship really is #TheToughest and we gave fans #TheToughestChoice – club or county?
We hijacked the county final, through running a highly emotive half time speech from the Club championship final on the RTE broadcast & ambient media on the ground at Croker. Central to our hijax was a piece of content – we offered fans a choice, money for your club or keep your county final tickets. This content was seeded out from the day of the final – ensuring that despite the noise of the county championships, the club championships was truly seen as #TheToughest
Media Excellence – Return on Investment
SuperValu Online Shopping
Tasked with running a paid search campaign for SuperValu to grow revenue for online shopping in the face of highly competitive activity, we took a different approach. We fused live customer data from Google Analytics to optimise our paid search campaign in real-time, increasing the revenue generated by over 200%.