IPM 2013 – Our Golden Moment

Space is celebrating after picking up a Gold for our Bulmers campaign work at the prestigious Institute of Promotional Marketing Awards (IPM), an even that took place recently at the London Hilton on Park Lane. 

We drafted together an official press release, so here’s a transcript with all the details about our win in suitably PR-friendly speak, plus a short video that explains the campaign nicely:

The agency was awarded Gold in the Short Term Trial & Awareness category for its ‘The Bulmers Way’ campaign for Heineken UK.

Space designed The Bulmers Way app, targeting cider drinkers across both on and off-trade channels. The integrated national campaign was implemented across 10,000 on-trade outlets and major grocers through POS kits, digital and sampling. It also featured an innovative augmented reality mechanic designed to deliver the ‘perfect serve’ message through smartphones and iPads.

The campaign was further supported through a promotion which rewarded drinkers for recognising and rating their pints for the chance to win tickets to gigs and events in partnership with Use Your Local and GET ME IN!. The off-trade visibility campaign featured in-store and out of store sampling across top four grocers, targeting shoppers.

David Atkinson, managing partner at Space said: “We are delighted to have won a Gold for The Bulmers Way. It is a strong example of a brand facilitating social interactions for the target drinker and a unique way to get liquid to lips.”

IPM Gold

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