News & Views

Foster's wins IPA Effectiveness Grand Prix

by Contagious Team

It’s Australia’s year in terms of ad effectiveness. After regional train line V/Line and McCann in Melbourne won the Effectiveness Grand Prix in Cannes for Guilt Trips, lager brand Foster’s, with adam & eve DDB, London, last night scooped the IPA Effectiveness Grand Prix for its ‘Good Call’ campaign.

The 40-year old lager brand’s campaign starred two Australian guys, Brad and Dan, who helped men with their problems using a characteristically Ozzie ‘no worries’ attitude. Anxious concerns such as ‘will my girlfriend look like her mum?’ were dispatched with wit and wisdom such as ‘she might be a Vorderman’ and ‘live for the moment’ and helped to generate an impressive return on marketing investment of 32:1 for the Heineken-owned brew.

An integrated campaign that was dominated by TV, Good Call also included a 'Good Call Centre' microsite where a ‘mate in a state’ could be helped with ‘girl trouble’, for instance, via a personalised video message featuring Brad and Dan. Users were then encouraged to share their film on Facebook.

‘As soon as the ads went on air, sales and market share started rising,’ said Toby Harrison, planning partner at adam & eve DDB. ‘This was by far the most effective Foster’s campaign for many years.’ The campaign reportedly moved Foster’s from third place to market leader. 

Grey London was named Effectiveness Company of the Year thanks to a strong showing in the awards for Danish fashion brand Only (gold) – a collaboration with UncleGrey in Århus, Sensodyne Pronamel toothpaste (bronze) and Fairy washing up liquid (bronze). 

Last but not least, its British Heart Foundation ‘You’ve been Vinnied’ campaign was awarded a gold. To date, Grey claims that tough guy Vinny Jones and The Bee Gees track Stayin’ Alive has saved 30 lives: it offers an instantly memorable way to remember the technique of performing hands-only CPR to someone suffering a cardiac arrest.

OMD Worldwide just pipped Grey London to win effectiveness network thanks to winning work from high street optician Specsavers (gold), its successful launch of new car brand Dacia with Manning Gottlieb OMD and Publicis London (gold). OMD UK’s work with VCCP London for repositioning budget airline Easyjet (silver) and DDB Copenhagen’s Virtual Coin initiative for McDonald’s (bronze) helped to secure the media network’s victory.

The awards ceremony took place at the Hilton, Park Lane in London on 27 October.