Leo Burnett Toronto Wins Grand Prix at SIA
Ikea 'Learn Ikea' takes top prize; agency leads pack with five Gold, four Silver and a Bronze
Leo Burnett Toronto cleaned up yesterday at the Shopper Innovation Awards, scooping the Grand Prix for the Ikea "Learn Ikea" campaign as well as five Gold, four Silver and one Bronze honor.
"Learn Ikea" was developed in advance of the store's opening in Winnipeg. Because fewer than 17 percent of people were aware of the brand, the effort aimed to educate shoppers by turning the city into an multi-channel "virtual classroom" intended to familiarize them with the retailer's unique history, vocabulary and other offerings. The campaign also bagged three Golds.
LB/Toronto also earned three Golds for James Ready Beer "50% Awesomer Coasters" and two for Raise the Roof's "Repackaging Help."
The Shopper Innovation Awards were held on the tail end of Match Marketing's two-day Shopper Marketing Forum.
Here's the full wrap on Toronto's haul:
Grand Prix “Learn Ikea” – Ikea // Grand Prix, Gold (Original Idea), Gold (Integration), Gold (Custom Retail)
Gold “James Ready 50% Awesomer Coasters” - James Ready // Gold (Small budget, big impact), Gold (In-store Engagement) “Repackaging Help” - Raising the Roof // Gold (CSR), Gold (Packaging)
Silver “The Steak Redemption” – Earls Kitchen + Bar // Silver (Original Idea) “The James Ready Cover Photo Swap” – James Ready // Silver (Loyalty) “How Many Beers For That?” – James Ready // Silver (Loyalty) “Unlock Local” - Yellow Pages // Silver (Targeting)
Bronze “Lobster Event” - Earls Kitchen + Bar // Bronze (Small budget, big impact)