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.
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2020 BRONZE
Summer by the Batch
Summer is entertaining season. While beer always makes the guest list, spirits struggle to get invited to the party. Why? Beer is easy to serve, whereas spirits are perceived as too complex for summer’s laid-back vibe. So, we brought the casual to cocktails with simple recipes, made to be party-sized, and helped hosts throw a better summer bash that was more impressive to guests and more self-fulfilling for hosts. Spirits went from the B-list to the VIP list: surpassing business goals, increasing seasonal relevance, and successfully driving trade-up from beer.
Brand:
Diageo Spirits
Client:
Diageo North America
Agency:
Arc Worldwide
Language:
English
2019 BRONZE
Vicks Cold, Cough, Flu 2017-2018
Vicks needed a Walmart specific campaign to keep the brand top-of-mind during stock up season & make Walmart Mom’s go-to destination during peak season.The National campaign spoke to anyone who cannot take sick days. To align to Walmart’s core shopper, we created a customized program. By focusing on a “Moms Can’t Take Sick Days” campaign, Vicks’ brand equity was leveraged while providing Walmart the ability to win.Vicks’ sales at Walmart increased & mom kept going during cough, cold, flu season.
Brand:
Vicks
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi X
Language:
English
2018 GOLD
Sam's Club Halloween Multi-Brand Platform
What do you do when you identify a cultural trend with opportunity to drive cross-category purchase? You howl and run with it! Halloween season at Sam’s Club promises Members jumbo-sized bags of candy and costumes for pint-sized Trick or Treaters. But, Sam’s was under-serving an adult-sized opportunity. With 157MM Americans celebrating Halloween and more adults than ever (32%) attending or hosting a Halloween party, we identified whitespace for Tyson and Sam’s Club to partner, capturing unexpected Halloween shopper dollars. In the end, we tripled volume goals and doubled our ROI.
Brand:
Tyson Foods
Client:
Tyson Foods
Agency:
IN Connected Marketing
Language:
English
FINALISTS
Dewar´s
Un regalo único para papá
Amazon
Spend Less on Your Kids
Tyson
This Calls for a Grill
