Seasonal Marketing

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

2021 BRONZE

SINCERE- Menstrual Hygiene Day Campaign

Campaign Idea: Busting Period Myths Challenge: Menstruation is taboo, women shy away from discussions restraining themselves from gaining knowledge that results in low involvement buying decisions The Plan: Breaking the silence over menstrual issues, we engaged in a light hearted tone to break stigma around period creating a 45 seconds video that featured Hania Amir who read out the common myths about periods and busted them with her cricket bat.  Results: - 8.18M+Reach - 20.6M+Impressions - 3.13M+Views - 17,500+Interactions - 17,848 Engagements -420+entries on Facebook groups and 223,575+ women reached

Brand: SINCERE Sanitary Napkins
Client: Ontex Pakistan (Private) Limited
Agency: MullenLowe Rauf
Language: English

2020 GOLD

Discover a new New Zealand

The Kaikõura earthquake put KiwiRail’s Coastal Pacific out of action for two years. But as nature destroys, it also creates. By pairing quotes from original articles about the destruction with stunning images of new landmarks, we turned a news disaster into a new destination. As a result, trains ran at 94% capacity throughout the re-launch season, passenger numbers increased 12.8% and revenue 20.2%. This contributed to a $5M boost in Kaikōura’s economy. The same words that brought Kaikōura to its knees, helped it get back on its feet.

Brand: KiwiRail
Client: KiwiRail
Agency: DDB Group New Zealand
Language: English

2020 GOLD

Getting Singapore to All Hail Pats!

Singapore celebrates many seasonal occasions - Chinese New Year, Deepavali, and Christmas are examples when brands fight for attention. From leaders to challengers, seasonal marketing is big business. But what do you do when your brand celebrates a different seasonal occasion? Specifically, what do you do when your brand owns a paltry 1% market share, and you’re mandated by your global leaders to celebrate an irrelevant seasonal occasion in your market? This is a story of how we celebrated St. Patrick’s Day in 2019 and got Singaporeans drinking more Guinness than ever before.

Brand: Guinness Draught
Client: APB/ Diageo
Agency: Iris Worldwide
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