30th Oct 2012

Leo Burnett wins 2 Golds at IPA Effectiveness

How 30 years of Drink Drive Communications saved almost 2,000 lives

How brand advertising helped take McDonald’s from recovery to resurgence

Leo Burnett wins 2 Golds at IPA Effectiveness

How 30 years of Drink Drive Communications saved almost 2,000 lives:

Our Award submission for the Department of Transport demonstrates how communications changed drink driving behaviour over the course of thirty years from 1979 to 2009.

Four successive periods of communication tackled drink driving attitudes, acceptability, denial and decisions. This relentless pursuit of potential drink drivers saved almost 2,000 lives and prevented over 10,000 serious injuries.

We demonstrated the role of communications in this decline. This was a challenging task. We had to show what hasn’t happened: The people who didn’t drink then drive. The people who didn’t die or become injured as a result. And do so across thirty years in which boom, bust, legislation, traffic volumes, safer vehicles and an array of road safety initiatives have all had an effect on levels of drink driving.

However we did demonstrate just this: that the effect of communications did save lives and prevented injuries. We also showed how communications have achieved these effects.

The value of this to society is £3bn. We estimate that for periods two, three and four of the campaign, every £1 spent on communications saved society £154, £12 and £38 respectively.

The campaign offers powerful learning for all who seek to change behaviour over the long term.

How brand advertising helped take McDonald’s from recovery to resurgence:

Turning McDonald’s around in 2007 after four years of stagnation has been widely celebrated as a remarkable business achievement. But what happened next? We showed how advertising helped accelerate McDonald’s growth in the next four years, helping take the business from recovery to resurgence.

In 2007 customers had begun to return in sufficient numbers for the business to register positive growth. But for millions of customers McDonald’s had yet to regain its shine – we’d lost their trust, and their love for the brand was a distant memory.

By 2011 McDonald’s had achieved five successive record-breaking sales years.

Our IPA Paper proved and quantified the considerable contribution that brand advertising made to this success, showing how two distinct brand campaigns worked simultaneously to regain people’s trust and love for the brand. We demonstrated the contribution advertising made to improving brand image and showed that this drove millions of new customer visits and the considerable and increasing sales impact these campaigns have had and the near four-fold increase in ROI they delivered.