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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2019 SILVER
Tele2 Rain Wifi: "Charged with rain"
How to build innovative image of operator and convince subscribers of competitors that Tele2 has high quality 4G Internet?Rain Wi-Fi is the world's first 4G router that charges from rain and turns weather conditions into free Internet. Router distribute it in places where there is no signal. Router is installed in a drainpipe, then rain activates a turbine that provides Wi-Fi. The operator invited residents of St. Petersburg to choose places to install routers.Instead of getting bored in the rain in the most remote places for mobile communication, it will now be possible to test 4G Internet from Tele2.
Brand:
Tele2
Client:
T2 Mobile LLC
Agency:
Geometry Global
Language:
English, Russian
2019 SILVER
Long Awaited First Touch
Our idea was to activate our premature diaper donation program through the very thing baby can’t have touch from the mom. We created a campaign with a donation mechanism powered by a touch, social posters, a film and in-store all based around baby’s long wait for mother’s touch.
Brand:
Pampers
Client:
P&G China
Agency:
Saatchi & Saatchi
Language:
Mandarin
2019 SILVER
Sugar-Crisp Spout
In order to get Gen Z to connect with an off the radar brand in a declining category, we designed the Sugar-Crisp Spout - a totally new way to let youth, and more specifically gamers, eat Sugar-Crisp. This resulted in a 15% increase in sales within the first month of the giveaway period. Key to our success was creating a handsfree device that would unlock a delicious stream of Sugar-Crisp straight from the box to their mouth.
Brand:
Sugar-Crisp
Client:
Post Foods Canada
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
McDonald's
McDonald's Classroom
Cadbury Bournvita
Bournvita Presents Get The Message
Cadbury Celebrations
NOT JUST A CADBURY AD 2.0
