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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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
2019 SILVER
Liniya Zaboti (Care Line)
There are 46.5 million pensioners in Russia, and 16% of them are the Post Bank’s clients. Elderly people easily become targets of fraud, mostly because often there are nobody to address a question to. Post Bank has decided to help pensioners and to establish a free “Line of Care”, on which pensioners can call and get advice on social, legal, psychological, administrative and other issues. To inform about it and to motivate people to transfer their pensions to Post Bank, we have called to our current retired clients and made a federal advertising campaign in a vivid memorable style.
Brand:
POST Bank
Client:
Pochta Bank PAO
Agency:
Instinct
Language:
English, Russian
FINALISTS
McDonald's
McDonald's Classroom
Cadbury Bournvita
Bournvita Presents Get The Message
Cadbury Celebrations
NOT JUST A CADBURY AD 2.0
