A night that started out unsurprisingly with a gold award for the already renowned ongoing cat poo coffee subscriptions campaign for The Economist magazine, became more shocking by the minute as Sense eventually secured a haul of six prestigious Institute of Promotional Marketing awards.
The honours came for a variety of brands across a range of categories, revealing the consistent results Sense has been delivering with innovative campaigns throughout its client base over the past 12 months.
Sense’s gongs ran as follows:
– Gold for The Economist Discomfort Food in Travel & Tourism, Leisure, Recreation and Media
– Gold for BRITA Travel Smart in Household & Petcare
– Silver for vitaminwater Shinebright Studios in Stand Alone Experiential
– Silver for Twinings Make Water Wonderful in Non-Alcoholic Beverages
– Bronze for vitaminwater Shinebright Studios in Non-Alcoholic Beverages
– Bronze for Twinings Make Water Wonderful in Creative Design
Commenting on a momentous night for Sense, managing director Nick Adams said: “This continues what has been a great year at the awards podium for Sense, and we look forward to it continuing in a couple of months at the next one! It’s proof our innovative real-world campaigns, devised and run by our excellent team, are delivering tangible success for major brands.”
Here are summaries of each of the winning campaigns:
The Economist Discomfort Food
A brave, bold City of London campaign offering free Kopi Luwak coffee (made from feline faeces) to unsuspecting passers by plus discounted subscriptions to The Economist. Delivered 298% ROI for The Economist, which has extend the campaign into Europe. Recently won a Drum Marketing Award.
BRITA Travel Smart
Sense created a mock ‘public service’ campaign warning against the dangers of the travel faux pas, Travel Smart. It was led by ‘travel Tsar’ Russell Kane through a combination of PR, outdoor, social, and events, each providing you with handy tips on how to avoid a #TFaiL. It delivered over 56 million impressions, 29.4% sales uplift, 18% increase in strengthening of ‘brand with personality’ metric.
vitaminwater Shinebright Studio
Sense created Shinebright Studio for vitaminwater, a high-profile gallery space where up-and-coming talent could display their work and have it promoted by Sense’s media network. Aspiring creatives could also learn and be inspired by through workshops hosted by established figures. Delivered 53 million impressions, 8% increase in belief in vitaminwater being an entrepreneurial brand and 43% conversion to purchase amongst direct contacts.
Twinings Make Water Wonderful
Sense created a 3pm ritual for professionals to take a time out with a healthy alternative to coffee and tea in the shape of Twinings Infusions, motivational desk art, and engaging online content. This was delivered to 573,000 people resulting in 68% of prior non buyers to go on to purchase 4 weeks post.