Creative communications agency Bray Leino has scooped two Golds and two Bronze awards for the Grant’s Whisky ‘Find My Past’ integrated activation campaign at the Institute of Promotional Marketing’s (IPM) annual awards.
Bray Leino team members behind the successful campaign collected the awards at the Park Lane Hilton soirée, picking up Golds in the ‘best commercial partnership’ and ‘alcoholic drinks’ categories, and a bronze in the ‘best medium term loyalty’ and ‘copy and art direction’ categories.
The Grant’s campaign leveraged the client’s unique history, as the oldest family-owned whisky brand, by creating a promotion that allowed consumers to trace their own family history and discover stories from previous generations.
To achieve this, Bray Leino Activation negotiated a partnership between First Drinks, the Grant family’s parent company, and the ancestry research websitefindmypast.co.uk. The activity enticed consumers into choosing the brand via Grant’s first ever on-pack promotion, offering an instant reward of a ‘Free £10 voucher to findmypast.co.uk’ across 528,000 bottles.
The performance of this campaign exceeded all KPIs, said Bray Leino. Almost 10,000 customers participated in the activity, driving a like-for-like sales value increase of 11.8%.
The IPM awards aims to recognise the work of British Agencies and their place in maintaining the UK’s position as a creative hub and marketing powerhouse.
Collecting the Award, head of Bray Leino Activation Fiona Beauchamp, said: “This is a great result for my team and for the entire Agency. The activation work we’ve done with Grant’s effectively stretched the brand’s equity right to the very end of the shopper journey, delivering success on a creative and commercial level. It shows how it’s possible for a single-minded on-pack offer to pull brand awareness into different digital and media channels, becoming the driving force of a whole integrated campaign.”
Kate Cox, Bray Leino Agency CEO, said: “I’m really proud of our success. Working with the First Drinks team, Bray Leino Activation led an initiative with commercial performance at its heart, and these awards are testament to that. It is our commercial aptitude, creativity and breadth of in-house capabilities that enable us to build exciting campaigns like this; demonstrating strong ROI and making every penny of investment work as hard as it possibly can for our clients.”