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

#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

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

FINALISTS

McDonald's Unbranded Menu

HSBC Premier HSBC Premier Elevate Campaign

Sedal Disciplina con Sedal