UK Effie Awards bring together the industry's best of the best to honor ideas that work—campaigns that masterfully combine creativity, strategy, and measurable results. Known globally as a benchmark of marketing effectiveness, the Effie Awards have celebrated the power of impactful campaigns since their inception in New York in 1968. Today, they are recognized in more than 50 countries, with the UK Effies highlighting the very best in strategy-driven marketing that delivers real-world results.
For iProspect, the awards night was nothing short of spectacular. In collaboration with IKEA and the National Lottery, we won four major awards, including the highly coveted Grand Effie.
Our Wins
🥈 Silver Effie – The National Lottery (Sustained Success)
🥈 Silver Effie – IKEA (Topical Campaign)
🥇 Gold Effie – IKEA (Sustained Success)
🏆 Grand Effie – IKEA
These awards reflect the power of partnership, perseverance, and creativity. Here's a closer look at the campaigns that earned us this recognition:
SILVER: The National Lottery – Sustained Success
In 2018, the National Lottery found itself at a crossroads. Price increases, the wrong type of advertising, and a drop in Share of Voice had caused sales to decline. But the stakes were higher than just revenue—the National Lottery funds vital charitable projects across the UK and serves as the nation's largest fundraising machine.
To restore its fortunes, our campaign focused on:
· Reclaiming Share of Voice through bold advertising investments.
· Building the brand's emotional connection with the public.
· Increasing the efficiency of activation communications to maximize impact.
The results were remarkable. By addressing these challenges head-on, we not only turned around sales but also ensured the future of charitable funding across the UK, contributing an extra £689 million to good causes. This campaign stands as a masterclass in how strategic marketing can deliver results with profound societal impact.
SILVER: IKEA – Topical Campaign (Show Off Your Savvy)
IKEA’s The Wonderful Everyday platform proved its versatility and resilience during the cost-of-living crisis with the Show Off Your Savvy campaign. In a time of financial strain for many households, IKEA didn't just join the conversation, it led it.
Without compromising its long-term brand building efforts, the campaign successfully:
· Enhanced IKEA's affordability perceptions.
· Brought lower-income shoppers back to the brand.
· Proved the insulating power of a strong brand during economic uncertainty.
This campaign not only delivered immediate results but also reinforced the enduring value of a brand-driven approach.
GRAND EFFIE & GOLD: IKEA – Sustained Success
The Wonderful Everyday is the story of how IKEA turned its fortunes around.
In 2013, IKEA faced a challenging moment—flat sales, declining penetration, and a sense that the brand was losing cultural relevance. Enter The Wonderful Everyday, a platform that transformed IKEA's narrative by celebrating the magic in everyday moments. Over the past decade, this campaign has:
· Reversed penetration decline.
· Boosted sales year after year.
· Grown ROI, proving that increased budgets can deliver sustained profitability.
By 2018, the campaign had already shown its prowess when it was first recognized in the Effie Awards. Since then, the platform has proved its enduring strength during a period for which the everyday was anything but wonderful for many: pandemics and lockdowns that fundamentally changed their relationships with their homes, and a cost-of-living crisis that severely limited their ability to spend on them. But rather than change course, we held firm in our commitment to The Wonderful Everyday and its ability to help consumers—and the IKEA business—weather storms of both the everyday and of the once-in-a-lifetime.
Fast-forward to its tenth year, The Wonderful Everyday has matured into an even more powerful platform, delivering IKEA's highest revenue returns, market share, ROI and brand health to date. It's more than a campaign, it's a blueprint for longevity, growth, and cultural resonance.
The Grand Effie is a fitting testament to the enduring brilliance of this campaign and the longstanding collaboration between IKEA, Mother, and iProspect.
A night to remember
These wins are not just about trophies, they're a testament to the power of partnership, perseverance, and purpose-driven creativity. A heartfelt thank you to the iProspect and dentsu teams: Niall McEvoy, Ilona Kita-Mears, Lucy Hagyard, Eadaoin Fenlon, Harriet Matthews, Cameron Routledge, Dominic Sadler, Grace Letley, Sarah Francis, Laura Botsford, Lewis Paterson, Nargis Borhan, Jess Roper, Elliot Weir, Tom Mason, Alexandra Newall, Lauren Baker, Matthew Condliffe, and of course IKEA, the National Lottery, Mother and Adam & Eve whose passion, dedication, and expertise continue to inspire. This is your moment. Congratulations on another outstanding achievement!
