This category honors marketers who are creating a product in response to the marketing or business challenged faced that is NOT being sold in order to provide utility to consumers.
MyQuit Support Program
To provide meaningful support to smokers resolved to quit—but challenged by the behavioral and time management changes required—we created the MyQuit app and eCRM programs to offer personalized support to attune quitters to their smoking triggers, reinforce effective craving management, and track and celebrate progress throughout the quit journey. MyQuit powered a 143% brand lift for the Nicorette and NicoDerm brands, and, more critically, drove 54% of participants to complete the 8- or 12-week program successfully without relapsing.
Brand: Nicoderm CQ
Agency: Wunderman Health
PEPSI UTC Campaign
In 2017, Pepsi upgraded traditional UTC program to youth culture platform by collaboration with young & fashion brands/ designers – Alexander wang/ SANKUANZ/ PERCY LAU/WARRIORS/ YANG MING JIE. Disruptive collaboration model in UTC program generated huge social buzz & engagement. Pepsi continuously build youth culture platform to inspire creativity.
Client: PepsiCo China
Agency: Loftooo & Harvestsgroup
For more than one hundred years, Whirlpool has been committed to building appliances that enable the everyday care so necessary for families to thrive. That's why, when we found out kids were missing school because they lack clean clothes - we knew that we had to do something. Whirlpool created the Care Counts program to see how something as important as attendance rates could be impacted by the simple act of laundry. Whirlpool changed kids lives for the better by enabling them to succeed, increasing attendance rates by 93%.