Commerce & Shopper: Seasonal/Event

This category features events, platforms or programs that were created to meet the demands of the shopper that are driven by a season, holiday or cultural event.   

2015 BRONZE

The Official Pizza of the Grill

Despite expected annual summer decline for the frozen pizza category, Jacks, a Midwestern value player, has a unique attribute that makes them relevant during the increasingly competitive and cluttered summer grilling months. As one of the only frozen pizzas that can actually be put on the grill, we found a clever way to drive awareness and differentiate it as "The Official Pizza of the Grill", thereby highlighting this unique attribute as well as owning the new seasonal usage occasion.

Brand: Jack's
Client: Nestle USA
Agency: Geometry Global
Language: English

2014 GOLD

Target Back to College After-Hours Shopping Events

Since 2010, the number of students shopping for Back to College needs at Target has been declining. To turn this trend around, we investigated the motivations driving student behavior during the momentous time in their life when they "go off to college." Bottom line: they're trying to figure out how to navigate their new life away from home. So we had to look beyond shopping and seasonal messaging and create a social event that would provide helpful information and lasting memories through interaction with their peers. Insert the Target After-Hours shopping events. These exclusive events at 40 schools were not only fun, but drove over 80,000 trips and seven figure sales results.

Brand: Target
Client: Target Corporation
Agency: Periscope
Language: English

2014 SILVER

Walgreens/P&G - People's Choice Awards Program

In the midst of fierce competition in beauty, how does P&G prove its worth and defend its turf at some of the most valuable retail space in the country? By partnering Walgreens with the People's Choice Awards to bring a piece of Hollywood to the best corner stores and shoppers in America. This partnership between Walgreens and P&G Beauty drove huge sales and incremental space for P&G, brought Walgreens record social engagement, and solidified Walgreens as a beauty destination for the Hollywood Dreamers on a national stage.

Brand: Procter & Gamble
Client: Procter & Gamble
Agency: Leo Burnett/Arc Worldwide
Language: English

FINALISTS

Amazon Spend Less on Your Kids

Tyson This Calls for a Grill

Lenovo However You Tech