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.

2023 SILVER

Maternidad imperfecta

Marías Gamesa acompaña a la maternidad mexicana desde hace más de 100 años. Desde ese liderazgo, le toca también acompañar su evolución y el rol que su target cumple en ella. En un país conservador como México es difícil romper conceptos arraigados, pero de no hacerlo la marca se enfrentaba a una desconexión con su target más joven. “Abro hilo…” de Marías Gamesa homenajea a las madres, modernizando los mensajes de la marca y ayudando desde la diversión y el humor, a romper con la idea de la “maternidad perfecta”.

Brand: Marías Gamesa
Client: PepsiCo Mexico Foods
Agency: Slap Global
Language: Spanish

2023 BRONZE

Grab: Disrupting the Big Boys of Logistics

Thailand’s two Big Boys of parcel logistics control 80% of the market, leaving the other 10+ players fighting for table scraps. Both Thai Post and Kerry Express are purpose-built parcel delivering machines with sophisticated hub, spoke, and mini-spoke models - with warehouses, sorting centers, distribution hubs, the works. Enter GrabExpress, a no-frills service piggybacking on the same bike delivery feet that Grab uses to deliver food and groceries. This case is how GrabExpress turned the tables on the giants of the industry, turning their hub-and-spoke infrastructure advantage against them.

Brand: Grab
Client: Grab Singapore
Agency: Salmon House
Language:

2023 BRONZE

We Hear You: Reshaping Grab's B2B Programs

“SmallBiz-washing” (yes, it’s a thing). Like “Greenwashing” deceives consumers that a firm’s products help green the planet, Smallbiz-washing campaigns are designed to bolster a firm’s reputation, without making any real difference to small-business owners. During COVID, brands spent millions on small business marketing but 40% of Thai small businesses were still at risk of closure. Since survival of these food vendors, bakeries, and shops were critical to Grab’s own prosperity, we went beyond usual surveys and listened to real SME heartaches to understand precisely what support they really needed.

Brand: Grab
Client: Grab
Agency: Choojai Ka Kalayanamitr
Language:

FINALISTS

McDonald's Unbranded Menu

Sedal Disciplina con Sedal

Eudora Eudora Siàge