Seasonal Marketing

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

2017 BRONZE

White Wednesday - Bukovel Sale Day

Bukovel is the №1 ski resort in Eastern Europe in terms of growth dynamics. Its business approach is to make customers buy skipasses before the season starts. Having noticed that the last sales day brings by 88% more revenues than any other sales day, we decided to increase the revenues by creating other new peak days. We found that special day for our ‘snow audience’ to celebrate. The day of first snow became our White Wednesday. We provoked strong emotions and combined them with a social media post that sales. As the result we spent 0 UAH and exceeded our goal by 9,8%.

Brand: Bukovel
Client: Bukovel
Agency: Postmen
Language: English, Ukrainian

2017 BRONZE

The Story Behind the Poppy

In 2015 the public saw RBL solely as the custodian of Remembrance, rather than a welfare charity working with modern needs - something we know drives donations. We used the 2015 Poppy Appeal as an opportunity to invert expectations and drive reappraisal through the lens of new brand idea 'Live On'. We recreated portraits of WW1 soldiers, using modern beneficiaries as subjects to remind us that past and present veterans must be remembered. This arresting technique helped change perceptions, drive interest and exceed income targets, delivering an ROI of £8.96.

Brand: The Royal British Legion
Client: The Royal British Legion
Agency: Y&R London
Language: English

2017 BRONZE

Skittles Holiday Pawn Shop

Nearly 75% of Canadians have been disappointed by a bad holiday gift in their lifetime. So Skittles gave them the opportunity to trade those unwanted gifts for something sweet. The Skittles Holiday Pawn Shop - a pop-up pawn shop in downtown Toronto - opened on Boxing Day 2015. For 5 days, thousands of customers brought in holiday items they didn't want to trade for what they did - a grand total of over 3 million Skittles. All items collected were then donated to one of Canadas largest charities.

Brand: Skittles
Client: Wrigley Canada
Agency: BBDO Toronto
Language: English

FINALISTS

Tourism Australia The Off Season

Doritos Bold Love

QuintoAndar Mosquito vs Mosquito