shopper marketing · 3/25/2014 · Symphony EYC puts Innovation in Retail 25 years in Retail in over 70 countries Unified Platform for Omni-Commerce Customer Insights ... Manufacturer:

2014

the winnersshopper marketing

In partnership with:

March 25, 2014 | Schaumburg, IL

Presented at:

800-232-0473 | www.menashapackaging.com

The of

PartnershipPower

Congratulations to the 2014 Shopper

Marketing Effie Award winners for

powering the path to purchase with

effective campaigns.

2014 Shopper Marketing Effie Award Winners 1

® Effie is a registered trademark/service mark of Effie Worldwide, Inc.

Overviews and related materials about the winners and finalists in the 2014 Shopper Marketing Effies were provided as part of the entry process and are presented here as they were submitted.

For more in-depth coverage of the campaigns, visit www.p2pi.org and www.effie.org. Additional information will also be available in upcoming issues of Shopper Marketing.

Peter HoytExecutive Director & CEOPath to Purchase Institute

Mary Lee Keane PresidentEffie Worldwide, Inc.

Celebrating the Best in Shopper Marketing

We are delighted to present the winners of the 2014 Shopper Marketing Effie Awards.

Effie Worldwide and the Path to Purchase Institute joined forces again this year to conduct the Shopper Marketing portion of the prestigious Effie Awards competition, which has been recognizing effectiveness in marketing communications since 1968. Launched in 2011 with two competitive categories, the Shopper Marketing competition this year boasted 11 unique categories.

This year’s winning entries put the spotlight on various business challenges and the ways in which brands and retailers are overcoming the hurdles they face in today’s marketplace. By dissecting and analyzing case studies that demonstrate various shopper marketing solutions, we can continue to push the envelope and stir industry debate about what defines effective shopper marketing today — and, more importantly, what it will look like tomorrow.

Such award-worthy campaigns deserve an equally impressive showcase, which is why the Effie trophies were presented during a gala “Shopper Marketing Celebration” at this year’s Shopper Marketing Summit in Schaumburg, IL. More information about the winners is available at www.effie.org and www.p2pi.org.

We’d like to thank everyone who helped make this competition such a rousing success, especially the jury of industry executives who unselfishly devoted their time to help determine this year’s finalists and winners. We look forward to helping foster continued learning and sharing about what it takes to develop impactful shopper marketing strategies.

Of course, we’d also like to congratulate the winners themselves on their most deserving achievements. Shopper marketers have some worthy examples to follow in the year ahead.

Sincerely,

800-232-0473 | www.menashapackaging.com

The of

PartnershipPower

Congratulations to the 2014 Shopper

Marketing Effie Award winners for

powering the path to purchase with

effective campaigns.

2 2014 Shopper Marketing Effie Award Winners

Effortless Meals by Coke and Walmart

The Coca-Cola Company

Brand: Coca-Cola

Lead Agency: Draftfcb

Awards: Gold, Manufacturer: Single-Retailer Rollout Bronze, Manufacturer: Multi-Brand Shopper Solution

The economy was still recovering and shopper budgets were tight. Competition was fierce. Coke was losing sales at Walmart and needed a game-changer to reverse the trend and get Coke back in shopper baskets.

We looked at the busy Walmart mom and sought to create a series of meaningful occasions to bring her back to Walmart. “Effortless Meals by Coke and Walmart” combined Coke with prepared foods from the Walmart deli, transforming the deli into a new quick-meal destination for busy moms to stop in, grab a meal, and go.

Statement of Effectiveness: Six new displays transformed the Walmart deli into a quick meal outpost for moms.

Customer Insights DrivingOmni-Channel Commerce

Connect with us: 877-925-3282 opt. 2 | eyc.com

Put Innovation in Retail Customer expectations are being driven by new sources of information and new ways to shop. They expect retailers to bring it all together and make it easy and rewarding. One of the most significant challenges facing retailers today is that customer loyalty is getting harder to earn and keep. To provide what customers expect, retailers must rethink virtually every aspect of their business.

Symphony EYC Provides Customer Insights to Drive Omni Channel Commerce: Unique customer analytics Customer-centric growth strategies Omni-commerce execution processes across merchandise management, assortment, store planning, marketing and supply chain

Learn how Symphony EYC works with Ahold at http://www.eyc.com/successes/ahold

They They expect retailers to bring it all together and make it easy and rewarding. One of the most significant expect retailers to bring it all together and make it easy and rewarding. One of the most significant

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Symphony EYC puts Innovation in Retail

25 years in Retail in over 70 countries

Unified Platform for Omni-Commerce

Customer Insights Driving Execution

Anytime, Anywhere Customer Fulfillment


Back to College After-Hours Shopping Events

Target Corporation

Brand: Target

Lead Agency: Periscope, Inc.

Award: Gold, Retailer: Seasonal/Event

Since 2010, the number of students shopping for back-to-college needs at Target was declining. To reverse the trend, we investigated the motivations driving student behavior during this momentous time in their life. The bottom line: They’re trying to figure out how to navigate their new lives away from home.

Looking beyond shopping and seasonal messaging, we created a social event that provided students with helpful information and lasting memories through interaction with their peers. The exclusive “Target After-Hours” shopping events staged near 40 schools drove over 80,000 trips and seven-figure sales results.

Statement of Effectiveness: Over 51% of all freshmen at partnering schools attended the events.


A Healthier You Starts with a Healthier Smile

Procter & Gamble and Walmart

Brands: Crest Pro-Health and Oral-B

Lead Agency: Saatchi & Saatchi X

Award: Gold, Manufacturer: Multi-Brand Shopper Solution

Our shopper cares about her family’s health, but was missing the connection between good oral health and overall health. Satisfied with just a regular toothpaste and brush, she needed education on the benefits of a regimen combining a premium paste with a power brush.

An innovative kiosk featuring highly relatable shopper video testimonials (also leveraged online) gave her valuable information. Our Twitter party delivered more than double the projected media impressions, landing the program in 700 more Walmart stores than planned and generating significant sales growth.

Statement of Effectiveness: Outstanding sales added 700 stores to the original program.


Pantene Weather Program

Procter & Gamble

Brand: Pantene

Lead Agencies: Leo Burnett/Arc Worldwide; Starcom MediaVest Group Contributing Companies: Grey Group; DeVries Global

Award: Gold, Manufacturer: Awareness/Trial

Pantene was losing touch with consumers, facing massive competitive noise in the hair care category and experiencing a decline in sales. The solution to these challenges was to grab our consumer’s attention by offering her a “haircast.”

Partnering Pantene with The Weather Channel, we gave consumers a location-specific forecast paired with product solutions for her hair where/when she was checking the weather. The results were a 28% sales lift, 600,000-plus social impressions, and beautiful hair for her whatever the weather.

Statement of Effectiveness: Increased sales by 28% and gained 600,000-plus social impressions in just eight weeks.


AMP Energy PowerDash

PepsiCo

Brand: AMP Energy

Lead Agency: Mekanism

Award: Silver, Manufacturer: Single-Retailer Rollout

AMP Energy faced a huge challenge in 2013 when its media budget was cut by 90%. Knowing we would need to shift focus to non-traditional media, we launched “AMP Energy PowerDash.”

The mobile racing game spurred social engagement through Facebook leaderboards and used location-based communications to encourage players to go into nearby 7-Elevens to scan AMP cans to earn game points and get coupons. The game ultimately was played over four million times and AMP sales increased by 10% compared with 7-Eleven’s 2012 promotion period.

Statement of Effectiveness: Increased sales by 10% — even with a 90% cut in media spending.


In the midst of fierce competition in beauty, how could P&G prove its worth and defend its turf at some of the most valuable retail space in the country? By partnering Walgreens with the “People’s Choice Awards” to bring a piece of Hollywood to the best corner stores and shoppers in America.

This partnership between Walgreens and P&G Beauty drove huge sales and incremental space for P&G, brought Walgreens record social engagement, and solidified the retailer as a beauty destination for “Hollywood Dreamers” on a national stage.

Statement of Effectiveness: The largest commercial innovation in P&G/Walgreens team history.

People’s Choice Awards Program

Procter & Gamble and Walgreens

Brand: Procter & Gamble

Lead Agency: Leo Burnett/Arc Worldwide Contributing Companies: One Three Media; Blue Chip Marketing Worldwide

Award: Silver, Retailer: Seasonal/Event


Tide Pods Innovation at Walmart Shelf

Procter & Gamble and Walmart

Brand: Tide

Lead Agency: Saatchi & Saatchi X

Award: Bronze, Manufacturer: New Product/Service Introduction

With no innovation in laundry detergent since Tide launched liquid product in 1984, the Tide Pods unit-dose solution was in a position to transform the category — despite a premium price point. With the typical shopper lost in a sea of Tide orange on shelf, our breakthrough display took her off autopilot, framing the new laundry solution through motion-activated lights and video.

Out-of-store activity on Walmart.com and co-branded newspaper inserts drove awareness. Sales volume at Walmart was significantly higher than the balance of the U.S. market and dramatically better than objectives.

Statement of Effectiveness: Double-digit sales growth results in unprecedented Walmart program commitment.


Cloud 10 - Revitalizing the Airport as an Acquisition Channel

American Express Bank of Canada

Brand: American Express Canada

Lead Agency: Ogilvy & Mather Contributing Companies: High Road Communications; Greater Toronto Airport Authority; Mindshare

Award: Bronze, Manufacturer: Awareness/Trial

American Express’s Platinum Card franchise had been lagging in Canada, experiencing steady application declines. The airport channel had historically been relied on to attract affluent prospects to the card, but had become stagnant.

The solution: partner with Toronto Pearson International Airport to deliver an elevated experience: “Cloud 10” was designed to provide special treatment for existing customers and create Cardmember envy among prospects. Since launch, Cloud 10 has successfully grown Platinum Card applications by 51% against forecast and delivered an exceptional ROMI of $2.74 for every $1 spent.

Statement of Effectiveness: Drove a lift in Platinum Card applications of 51% above forecast.


ZzzQuil Sleep-Aid

Procter & Gamble

Brand: Vicks

Lead Agency: Leo Burnett/Arc Worldwide

Award: Bronze, Manufacturer: New Product/Service Introduction

P&G saw an opportunity to help people with a pervasive problem: the estimated 50 million to 70 million Americans suffering from chronic sleep disorders. But people avoid using sleep aids because they’re unsure how they’ll be affected, resulting in category household penetration that is just above 15%.

ZzzQuil not only became the No. 1 branded sleep aid in dollar share in its launch year, but it also grew the category and increased household penetration among new and lapsed users. Moreover, ZzzQuil alleviated fears and gave consumers a beautiful night’s sleep.

Statement of Effectiveness: Grew category and became the No. 1 branded sleep aid in dollar share in its launch year.


Better Together

Kimberly-Clark

Brand: Cottonelle

Lead Agency: Geometry Global Contributing Companies: Tris3ct; Ketchum; Mindshare; Biggs-Gilmore

Award: Bronze, Manufacturer: Awareness/Trial

Cottonelle set out to change the toilet paper shopping experience. Its goal was to increase brand dollar volume and quality support by 5.6% and 20% respectively. We achieved and exceeded objectives, resulting in a 5.95% increase in brand dollar volume and a 23% rise in quality support.

Statement of Effectiveness: Cottonelle changed the way people are shopping for their bum care.

2014Shopper Marketing

Effie Award Winners

p2pi.org

The Path to Purchase Institute is proud to have partnered with Effie Worldwide to

honor the most effective integrated shopper marketing campaigns of the year.

Congratulations


Shopper Marketing Effie JuryFinal RoundJURY CHAIR:Andy MurraySVP, CreativeWalmart

Spencer BlakerGlobal Director, Retail MarketingBurt’s Bees

Peter BreenManaging Director, ContentPath to Purchase Institute

Tammy BrumfieldVP, Shopper MarketingConAgra Foods

Rachel ChambersDirector, Shopper Marketing & Shopper InsightsStarbucks Coffee Company

Dirk de VosSVP, Commercial MarketingHeineken USA


Paul KramerCEOCatapult Marketing

Joe RadabaughDivision VP, Category & Shopper COENestlé USA

Karuna RawalEVP, Business DirectorLeo Burnett/Arc Worldwide

Stephanie RobertsonUS Brand Operations – In-Store, Scale & Shopper Marketing Procter & Gamble


Round OneDiana ArenaDirector, Customer MarketingL’Oreal Paris

Colleen BarkleySVP, Creative DirectorRyan Partnership

Roger BerduscoPresident, COOTriad Retail Media

Felipe BragaGlobal Shopper Marketing ManagerGlaxoSmithKline

Peter BreenManaging Director, ContentPath to Purchase Institute

Heather CampainDirector, Shopper Marketing &Category InsightsJohnson & Johnson

April CarlisleSVP, Shopper MarketingArc Worldwide

Rebecca CarlsSr. Shopper Marketing ManagerPepsiCo

Tyler ChapmanVP, MarketingFrito-Lay North America

Leslie CliffordExecutive Director, Strategic PlanningGeometry Global

Laura Davis-TaylorSVP, Managing DirectorBBDO ShopWork

Alejandra DendaShopper Marketing DirectorPinnacle Foods

Chris EmerySVP, Account DirectorArc Worldwide

Ken FeatherstonEVP, PlanningGeometry Global

Robert FountainDirector, Commercial Planning/Shopper MarketingDiageo

Katie GeratyVP, Insight & StrategyThe Integer Group

Kelly GloorAccount DirectorThe Marketing Arm


Lisa HurstSVP, Account ManagementUpshot

John KasinskasAssociate Director, Shopper & Customer MarketingBeiersdorf

Ted KeiferCreative DirectorHunter Straker/Shopper Solutions

John KingSr. Director, US Shopper & Category ManagementJohnson & Johnson Sales & Logistics Company

Howard KleinSVP, Group Management DirectorDraftfcb

Joe LampertiusCEO, Global Shopper MarketingGREY

Michael LawSr. Director, Customer Strategy & PlanningEnergizer Personal Care

Michael LewisDirector, Shopper & Channel InsightsPepsiCo

Theresa LyonsSVP, Retail ConsultancyMARS Advertising

Patrycja MalinowskaManaging Editor, ContentPath to Purchase Institute

Jennifer MarchantVP, Customer MarketingTime, Inc

Susan O’LearyVP, Account DirectorThe Marketing Arm

Christy O’PellaSr. Managing Director, Client Service & DevelopmentTPN

Deb PiaseczynskiVP, Shopper MarketingTPN

Susan PittnerAssoc. Director, Shopper MarketingMondelez International

Jenni PustingerHSY Shopper Marketing, Sr. Director, Walmart & Sam’s ClubThe Hershey Company

Julie QuickHead of Planning & InsightsShoptology

Michele RoneySVP, Retail Shopper MarketingNeptune Retail (Division of MARS Advertising)

Janet RoseSVP, Director of Retail Strategic PlanningDraftfcb

Bryant RossSVPCatapult Marketing

Shelly SawyerChannel DirectorGREY

Leslee UrhahnVP, Management DirectorDraftfcb

Renae ValdesPortfolio Shopper Marketing ManagerDiageo

Daniel WarhaftigCustomer Marketing ManagerMillerCoors

Royce WillisDirector, Consumer MarketingMillerCoors

Seth YasskyManager, Shopper MarketingE. & J. Gallo Winery

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shopper marketing · 3/25/2014 · Symphony EYC puts Innovation in Retail 25 years in Retail in over 70 countries Unified Platform for Omni-Commerce Customer Insights ... Manufacturer: