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.

2020 BRONZE

Gamifying the No Frills store experience

In year one we rebranded our customer instead of the store in order to destigmatize the brand. “Haulers” worked. In year two the Discount category, where shoppers tend to be promiscuous deal hunters, was a battleground. We needed to defend our turf and engage with shoppers in a meaningful way. We tapped into the sense of pride that comes from getting a Haul and created a physical challenge so more shoppers could experience the thrill. We gamified the shopping experience, driving massive engagement and created a monetization opportunity with vendors.

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

2019 GOLD

Celebrating an Unlikely Hero

After five years, we needed to keep gamers excited. Working side-by-side with the game team, we designed a month-long story with tentpole moments for mass awareness and sustained daily beats for hyper-involved fans. We synchronized our storytelling between two key channels: activities unfolding live in-game, and interactive out-of-game content revolving around the Builder’s adventure. The Builder’s journey used that magic to incredible ends with 56 million players logging in, game participation spiking 67%, 500,000 visitors to worldwide experiences, 187 million views on two YouTube videos and 4.1 million AR videos.

Brand: Supercell Clash of Clans
Client: Supercell
Agency: Barton F. Graf
Language: English

2019 SILVER

Family Tree

People with a personal connection to SickKids are more likely to become donors. So, even if you haven’t had a child at the hospital, how do we help people realize they may have a personal connection to the SickKids family? The SickKids Family Tree was born. An online hub that connects everyone SickKids has ever impacted. By giving our advocates a platform to declare and share their personal connections to SickKids, we generated 13,974 (550% above target) new leads, at $8.5 per lead 81% less industry average ($43).

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

FINALISTS

Ožujsko beer Kumovi

Tarjeta Premia-BHD Premiadores

Salami Súper Especial Induveca La Expectativa Que Nadie Se Esperaba