Branded Utility
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.
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PROGRAM
2022 SILVER
Turning drivers' downtime to learning time
Two of the most common grouses of Grab delivery riders are (1) too much downtime while waiting for restaurants to prepare food, and (2) that gig work is "dead end work" with little prospects for career growth and self-development. Grab's new 5 minute Academy was designed to address precisely both these grouses by turning driver downtime into driver upskilling time.
Brand:
Grab
Client:
Grab
Agency:
Grab
Language:
English
2021 BRONZE
MILO Philippines Home Court
MILO, the heritage brand slowly losing the interest and share-of-pocket of Filipino households, brought sports and nutrition as hope in the crisis-stricken lives of the different communities that it serves. Activating its brand promise of nourishing success in life despite a fragile economy, pandemic constraints, and confined spaces, MILO overcame barriers to continue its mission. MILO provided sports content with holistic benefits watched over 50 million times, with more than a thousand jobs to sports coaches and grew the business and relevance to consumers despite precarious economic conditions.
Brand:
MILO Philippines
Client:
Nestlé Philippines
Agency:
Ogilvy Manila
Language:
English
2020 SILVER
Viewer Verdict
As part of KFC’s sponsorship of the National Rugby League (NRL) competition, we created ‘KFC Viewer Verdict’; a real-time fan-version of the video referee, built into our KFC App. Viewer Verdict was an innovative way to engage fans, gather data, and even increase sales. We acquired 33,716 new KFC App users, and on average those particular fans spent 2.47 times more, and purchased 2.55 times more.
Brand:
KFC
Client:
KFC Australia
Agency:
Ogilvy Sydney
Language:
English
FINALISTS
McDonald's
McDonald's Classroom
Cadbury Bournvita
Bournvita Presents Get The Message
Cadbury Celebrations
NOT JUST A CADBURY AD 2.0
