Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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2023 BRONZE
It's not crazy. It's the Navy.
Singapore’s falling birth rates made armed forces recruitment more critical than ever. But recruitment campaigns in the category bear an uncanny resemblance to Hollywood action films, speaking to the “child” in teenage males who enjoys the action and adrenaline rush. So, here’s the truth bomb: The youths of today see these campaigns as pure government propaganda. This case documents how the Navy tapped into a powerful insight that created a highly successful campaign embracing the real, the everyday and the toughness of a Navy career at the centre of communication.
Brand:
Republic of Singapore Navy
Client:
Republic of Singapore Navy
Agency:
MullenLowe Singapore
Language:
2023 BRONZE
Put your money to work
Aiming to shatter all the socio-cultural barriers that made investing seem daunting and out of reach, The campaign’s success was evident in the remarkable 87% surge in app downloads. It’s safe to say that the campaign not only increased the number of users, but also brought accessibility & excitement to the investment scene in Egypt.
Brand:
Thndr
Client:
Thndr
Agency:
FP7 McCann Cairo
Language:
English
2022 SILVER
Shoes for your hands
What does an impending death bell sound like to a brand? For Campus, India’s largest shoe brand, it was the realisation that the youth in the world’s youngest country would rather buy fakes of international brands than be associated with a brand uncool to their generation. This case illustrates how Campus was able to prop itself as a legitimately fashionable brand and increase sales by 34% for the festive quarter by communicating to the youth in India’s national language – dance. Just one that has never been seen before.
Brand:
Campus Shoes
Client:
Campus Activewear
Agency:
The Womb Communications
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
