Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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PROGRAM
2020 BRONZE
McDonald's x Raptors Sponsorship
Growing sales and brand preference among young adults is a top business priority for McDonald’s Ontario. And for good reason. Young adults visit QSRs more than any other demographic, they are the biggest spenders with the highest average cheque, and are growing at the fastest rate. We couldn't afford to lose the battle for young adults share of heart and wallet.We decided our way in would be through a fan-first series of content and experiences that connected with a growing cultural touchpoint for young adults, the Raptors.
Brand:
McDonald's Restaurant of Canada
Client:
McDonald's (Canada)
Agency:
Cossette
Language:
English
2020 BRONZE
One Leaves
Short attention spans and an aversion to ads mean it’s harder to expose at-risk teens to the critical facts necessary to stop them from trying cigarettes. Our approach? Instead of competing with the content they consume, we needed to become the content they consume. Enter One Leaves, an engaging and haunting video game that starkly brings to life the risks of smoking. The results are staggering: hundreds of thousands of teens engaged with our content for over 14 minutes each, fueling anti-smoking attitudes and behaviors.
Brand:
The Real Cost
Client:
Center for Tobacco Products
Agency:
FCB New York
Language:
English
2019 GOLD
Cobalt Card Launch: You do You
In 2017, American Express Canada launched the Cobalt Card in order to win with millennials. The campaign was one of the most successful launches in Amex Canada's history achieving 84% more applicants in its first month vs Amex’s two largest card launches in the last 10 years, delivering higher card spend vs comparable Amex cards, and improving brand equity and acquisition amongst customers who were almost 10 years younger than Amex’s average cardmember. Key to our success, was positioning Cobalt as the card that lets you do you.
Brand:
American Express
Client:
American Express
Agency:
Ogilvy
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
