Seasonal Marketing

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

2019 BRONZE

Doublemint Mint Heart Code

Valentine’s Day is usually a busy season not just for lovers but marketers in China. While some products have a stronger right to win during this season, mints have limited appeal and only seen as a functional product used after a heavy tasting meal.
For a brand that has always stand for meaningful connection, how can Doublemint get consumers to engage with mints on an emotional level during this season?
Doublemint launched 'Heart Code', a campaign inspiring millions of lovers to express their thoughts and emotions with a piece of mint.
Chinese consumers could not resist the sweet exchange, resulting in 2.2 million ‘heart codes’ shared during Chinese Valentine’s day, and our limited-edition heart-shaped mints sold out in both online and offline channels. The sweet exchange not only successfully increased mints sales by 66% vs PY, it also got consumers engaged with mints at a whole new level!

Brand: Doublemint Mint
Client: Mars Wrigley Confectionery
Agency: BBDO China
Language: Mandarin

2019 BRONZE

Airwaves In-car Campaign

As Taiwan’s gum category and sales from last CNY are stagnant, Airwaves needs to innovate its CNY communication to rejuvenate the CNY sales. As cars need fuel to keep them going, drivers also need emotional fuel to keep them focus. With its instant kick of intense refreshment, Airwaves refreshes the sleepy drivers and keeps them focus by fueling up their emotional focus. Firstly, we created a film featured Taiwan celebrity Xiu Jiekai to launch the campaign. Then, we partnered with the gas station giant in Taiwan to create the first-ever “emotional fuel station” for Airwaves brand and Taiwan drivers. Lastly, we developed sampling activities to target all Taiwan drivers through all touch points of driving services. As a result, we successfully helped the brand to turn around the decline and increased by 8.8% during CNY, which drove the category growth and enhanced the category leadership.

Brand: Airwaves
Client: WRIGLEY Taiwan Limited
Agency: DDB China Group
Language: Mandarin

2019 BRONZE

Durex Goes Incognito

Have you ever felt embarrassed buying a condom? You’re not alone.Most people do. And often, embarrassment is a reason not to buy.
Our campaign transformed the feeling that drives people away from traditional retail into reasons to visit our e-commerce page and buy online. Because no matter how embarrassed you may feel when you buy condoms, with souq.com, no one has to know.
The campaign drove record online sales on White Friday for Durex thanks to its generation of a record number of leads and a record conversion rate.

Brand: Durex
Client: Reckitt Benkiser
Agency: Havas Dubai
Language: English

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