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. 

2019 SILVER

Launch of online store perekrestok.ru

“Perekrestok” has built a federal chain and become a strong player at the traditional retail format. For business development, it was important to enter the rapidly growing e-grocery market and launch online store. It was necessary to overcome categorical barriers, developing the entire e-grocery market, but at the same time reserving the convenience of online grocery shopping for its brand. Now there is no need to go shopping, while buying food at Perekrestok.ru: you can sit, lie down, read, dream, sing, play, without leaving home, and even sunbathe.

Brand: Perekrestok
Client: Perekrestok Trading House JSC
Agency: Instinct
Language: English, Russian

2019 BRONZE

Intel Preserves A Legacy

Intel has internationally advanced technology in the field of artificial intelligence. In recent years, Intel has devoted itself to applying artificial intelligence technology to many fields and to solve big problems. After experiencing thousands of years of natural weathering erosion and human disturbance, the Great Wall of China is in a precarious situation and needs to be repaired. And its great span and tortuous terrain have caused great difficulties for the repair work. Intel's combination of advanced drone technology and artificial intelligence has enabled the virtual reconstruction of the Jiankou Great Wall, providing a new and efficient solution for the repair, while allowing more through a series of creative content with social and communication attributes. People understand the status quo of the Great Wall and pay attention to the repair and protection of cultural monuments.

Brand: Intel
Client: Intel China
Agency: Innokids Communications Limited
Language: Mandarin

2019 BRONZE

KFC Delivery by God of Rain

In China, KFC Delivery receives over 500,000 orders every day. Orders can surge 100% whenever it rains. Every KFC staff has to deal with a large number of orders in a very short time. How could KFC maintain delivery sales growth while relieve the pressure of order preparation?
Introducing KFC Delivery by God of Rain. Based on weather report APP MOJI‘s LBS technology, KFC launched a limited edition menu only available on rainy days. By leveraging outdoor screens and weather data, KFC reminds everyone there is rainy day menu on rainy days. Through the real-time weather monitoring by MOJI APP to accurately position rainy cities, consumers could unlock the rainy day menu whenever their cities rain.
It not only attracted consumers to easily place order on rainy days, but also enabled KFC to prepare products in advance and greatly shortened the serving time.

Brand: KFC
Client: Yum! China
Agency: Isobar China Group
Language: Mandarin

FINALISTS

McDonald's McDonald's Classroom

Cadbury Bournvita Bournvita Presents Get The Message

Cadbury Celebrations NOT JUST A CADBURY AD 2.0