The group proudly received two silvers and a bronze, all within the Change category, across three hardworking integrated campaigns. The successful collaboration of Joe Public (ATL), Engage Joe Public (Public Relations), Shift Joe Public (Brand Design) and Connect Joe Public (Digital) saw the teams respectively ideating and implementing across the various pieces of work. The group also held finalists for Tropika and One School at a Time - both in the Sustain category.
Achieving a bronze award, McCain’s Little Things, aimed to increase sales and brand awareness within the Frozen Vegetable category, used the overarching insight that moms are entirely selfless and have no expectation of receiving recognition, but when appreciation is shown their joy is priceless. The resulting communication and media buying efforts effectively moved McCain out of their flat line – with a 3% share gain across the total market, equating to a 100-tonne uplift in sales for the period.
A silver Apex Award for Clover’s #CloverDroughtRelief campaign was achieved due to the significant results in raising awareness for the client’s drought relief fund. The creative concept replaced the iconic rolling green hills with cows grazing on Clover’s milk packaging with dry, dusty lands in shades of brown. Resulting in the prevention of a brand switch, maintained share volume and surprisingly it also got shoppers to buy even more Clover Fresh Milk with a 0.6% increase in sales volume during the period.
Finally, the second silver was awarded for Jet’s Valentine’s Day #LoveYourself campaign. The campaign utilised a small budget, but most importantly, a less conventional, riskier and more creative approach to a heavily cluttered promotional period on the retail marketing calendar. Jet used everyday women of all shapes and sizes and, instead of making price the hero for the period, they made the social conversation the hero. Resulting in year-on-year growth for 2015/16, with a lift of 13.8% in gross profit relative to the chain and the intimate wear department, exceeding the chain’s sales year-on-year growth by a margin of 12.3%.
“Achieving any recognition at the Apex Awards is a fantastic feat and to walk away with three statues is outstanding. All of which is a by-product of an extremely hard working and dedicated team across the agency, from strategy to production. To get confirmation that our daily efforts and focus to grow our clients’ business with great creativity is extremely satisfying for the entire team,” concludes Laurent Marty, Group Strategic Officer, Joe Public United.
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