Engaged Community

This category is about managing effective, engaged communities.  Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.

2019 SILVER

Sberbanks new face

How could traditional, conservative, even ponderous Sberbank compete for young customers with new, trendy, aggressive banks in social media? The solution was to change the face of the brand by launching a new community in VKontakte, targeted exclusively at youth, on behalf of SberKot, a witty chatbot consultant who talks young users’ language, entertains them and provides with relevant and easy-to-consume financial advice. SberKot has become by far the biggest community in the banking category on VKontakte, while young people’s attitude towards Sberbank has improved dramatically.

Brand: Sberbank
Client: Sberbank
Agency: Vkontakte
Language: English, Russian

2019 BRONZE

SickKids VS - All In

When SickKids was built 70 years ago, it was the world’s largest paediatrics hospital. While groundbreaking treatment continues, the facility is showing serious signs of age. Tasked with launching the largest fundraising campaign in Canadian healthcare history ($1.3 billion over a 10-year period) we needed to rally the entire city of Toronto behind this construction. Issuing a call to arms for the city to stand behind the cause, we surpassed our goal of acquiring 5,000 new monthly donors by December 31st by an incredible 29.6%.

Brand: SickKids Foundation
Client: SickKids Foundation
Agency: Cossette
Language: English

2019 BRONZE

Break Bread Smash Stigma

HIV isn’t the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread. As a world-leader in HIV/AIDS care, Casey House wanted to challenge this ignorance with truth and compassion. We found 50% of Canadians wouldn’t knowingly accept food from someone who is HIV positive. To challenge this stigma, we launched the first-ever eatery where all the chefs were HIV+: June’s. 515 earned stories; one billion earned media impressions; $35k budget; educated 730,000 Canadians; documentary picked up by HBO; $120,000 in donations.

Brand: June’s HIV Positive Eatery
Client: Casey House
Agency: Bensimon Byrne / Narrative / OneMethod
Language: English

FINALISTS

Ožujsko beer Kumovi

Tarjeta Premia-BHD Premiadores

Salami Súper Especial Induveca La Expectativa Que Nadie Se Esperaba