Seasonal Marketing

This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business. 

2022 BRONZE

Crazy Real Singaporeans

Amazon Singapore had to displace the mental availability of its e-commerce competitors during a noisy festive period. By producing content that had a strong cultural point of view it was able to dominate search volume with 40% of the share within the category. Beating the main competitor on appeal by +1000bps gave the brand a boost of 6% in purchase intent. A mixed media approach saw the brand achieving 44% of category impressions. With the 2nd most watched CNY ad on YouTube, Amazon won over local consumers this festive period.

Brand: Amazon Singapore
Client: Amazon Asia Pacific
Agency: BLKJ HAVAS
Language: English

2021 GOLD

Dueñas del volante

Teníamos un problema en nuestro negocio, no habíamos sido efectivos atrayendo a clientas mujeres. Utilizamos nuestro personal femenino altamente capacitado en mecánica-automotriz e iniciamos una conversación en el momento indicado del año. Lanzamos una campaña con nuestras mecánicas como protagonistas, resaltando su experiencia y conocimiento y así derribando el prejuicio, que los Talleres-Autopits son territorio de hombres. Gracias a ello, logramos activar un target (participación de clientes mujeres aumentó en 19 puntos porcentuales) y las ventas crecieron en 27% versus el mismo periodo de 2019.

Brand: Autopits - Dueñas del volante
Client: Autopits
Agency: Interaction
Language: Spanish

2021 GOLD

Surf Ramzan

Surf Excel’s Ramzan campaigns have become the brand’s most memorable platform, unstereotyping dirt in the month of purity over the last half-decade. However this year, Ramzan was going to be different- stripped of its usual fervour, its very spirit in jeopardy. The nation grappled for hope. And in a sea of ominous messages, Neki Nahi Rukegi became that first burst of positivity making a compelling case for goodness to prevail even in these times. The film went ‘viral’ beyond Pakistan, making Surf Excel the most loved brand of the time.

Brand: Surf Ramzan
Client: Unilever Pakistan
Agency: MullenLowe Rauf
Language: English

FINALISTS

Promociones Chinameras El poder de la Gollo Cumbia

El Lagar MamáGyver

Jumbo Ser Dominicano es lo Máximo de la A a la Z