Heineken is a mature brand with strong loyalty in the over 30s segment but it needed to appeal to younger consumers, who have little brand loyalty or commitment, and with whom the brand had no emotional connection. The challenge was to deepen the connection between Heineken and the male 18-34 target audience. With the support of Rothco, the "seize the moment" campaign was created. This is a collection of insightful and memorable stories of people demonstrating their resourcefulness and progressiveness, to seize the moment and go the extra mile for Heineken. Since launching this campaign, Heineken has increased all its equity and brand image scores. The on-trade alcohol market dropped sharply in 2011 while Heineken experienced growth.

FBD Insurance has its heritage and roots in the farming sector but the growth potential of the brand depends on broadening the appeal in urban areas. The marketing team, supported by agency QMP, devised a campaign to develop a unique proposition for the FBD brand that clearly differentiated it. This was becoming increasingly difficult as all the mainstream insurers were offering similar products and benefits. FBD looked at cultural trends, best practice and consumer research, and defined the core brand proposition as closeness to customers. The campaign entitled "FBD our policy is you - no big deal just a good deal" focused on car insurance, was instrumental in driving increases in new business revenue.

Meteor sought to tackle the widely-held consumer perception that using your mobile while abroad is very expensive, and created an advertising campaign to shift this mindset. The aim was to get consumers to use their phone while abroad in the same way as they would at home and increase roaming usage for the business. Meteor launched new roaming pricing, charging the same for calls in Europe as domestic calls, the first operator in Europe to do this. The advertising engaged the audience through a humorous take on the Irish holidaymaker, but with a singular message on rates. This campaign has been Meteor's most successful promotion to date, with very high recall rates, and more importantly, a massive uplift in European roaming minutes.

O2 rugby positioning has always sought to bring supporters closer to the rugby team, and the "Play them next" campaign was created to give supporters a chance to play with their heroes. O2 brought three well-known Irish rugby players to residential estates, dropped them in full match kit, and filmed what happened next. The aim was to demonstrate how a brand can deliver on a promise, by bringing supporters closer to the team. The campaign ran through television, press, PR and online. The campaign reached out to attract over 2,500 neighbourhoods and clubs who registered online. O2 became the brand second most associated with the rugby world cup, ahead of all other official event sponsors, and it also had a very positive effect on churn rate.

One Direct needed to achieve higher awareness and share of voice, and make a greater impact in media, so that consumers would have the telephone number and website top of mind when they thought of insurance. This they succeed in doing with the help of Starcom. The brand also needed to associate more strongly with the trust and security in the parent brand, An Post. It was essential that the advertising would stand out and create disruption through focusing on the means of response. With the assistance of Goosebump a new creative concept was built, centred on doing something radical and unexpected, and it focused on making the telephone number famous, using a combination of music and humour. The campaign achieved 88% awareness and drove a significant increase in business.