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

Be the Buddha’s Provider

This is a charity campaign that focuses on the Mogao Caves, a cultural heritage with a history of 1600 years. It aims to involve more people to protect and promote the Dunhuang culture. Every June, a million households in China will encounter the National College Entrance Exam. This is the time when people ask Buddhas for fortune and guidance to success. Consequently, we have created 34 guardian charms incorporating Mogao Caves Buddhist elements and hided them in social media. According to big data tags, each student is matched with a specific charm, and by donating 1 RMB, they will become the Provider. The campaign soon took over the internet and became a social charity campaign for everyone, an act of providing instead of donating, to help revitalize the Mogao Caves’ painting.

Brand: Dunhuang
Client: Dunhuang Academy
Agency: Tencent
Language: Mandarin

2019 SILVER

#HAULERS

Discount grocery is a commoditized battleground, and stores like No Frills carry an unfair perception. The challenge was how do you de-stigmatize shopping at No Frills to attract more value seekers? Instead of rebranding the store, we decided to rebranded the customers, and give them permission to celebrate their frugality. At other grocery stores shoppers shop. At No Frills, HAULERS HAUL. The integrated and untraditional HAULERS campaign struck a nerve, exceeding all KPIs including sales growth, at a time when the category was down.

Brand: No Frills - #HAULERS
Client: Loblaw Companies Ltd.
Agency: john st.
Language: English

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

FINALISTS

McDonald's Unbranded Menu

Sedal Disciplina con Sedal

Eudora Eudora Siàge