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
2023 BRONZE
Khul Ke Roar
Carbonated Soft Drink category is highly saturated with long-time dominating players, who have claimed almost every positioning and space to target youth. The campaign demonstrates effectiveness, both at product and communication levels, by harnessing powerful insight of youth and resolving tensions by speaking to them in their language to resonate with them. Not to mention, launching a new brand in the "energy" subcategory was monumentally difficult with Sting owning 97% market share. Furthermore, according to new government regulations, we could no longer use the term "energy" anywhere.
Brand:
Roar
Client:
Coca Cola
Agency:
Adcom Pvt. Ltd.
Language:
English
FINALISTS
Forward for Education
The big brother comeback
What's Up
The land of Whatsupia
Rivaj Cosmetics
I Set my Own RIvaj - Rivaj Cosmetics
