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. 

2018 SILVER

Vending machines

In the cold summer of 2017 IKEA invited visitors to the parks to spend more time outdoors in an atmosphere of comfort and coziness, like at home, installing vending machines for the sale of blankets. IKEA proposal was enthusiastically accepted by residents of cities, which increased sales of blankets by 446% against the planned volume, on weekends vending machines replenished every 20-30 minutes.

Brand: IKEA
Client: IKEA
Agency: Instinct
Language: English, Russian

2018 BRONZE

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
Client: GSK
Agency: Wunderman Health
Language: English

2018 BRONZE

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.

Brand: Pepsi
Client: PepsiCo China
Agency: Loftooo & Harvestsgroup
Language: Mandarin

FINALISTS

McDonald's McDonald's Classroom

Cadbury Bournvita Bournvita Presents Get The Message

Cadbury Celebrations NOT JUST A CADBURY AD 2.0