Seasonal Marketing
This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.
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PROGRAM
2023 BRONZE
Hangover 0.0
With the challenge of finding its place in social life, non-alcoholic beer is still considered the opposite of fun. To break this stereotype, Heineken0.0 was associated with lifestyle actions. In social listening we noticed a pattern: in the post-Carnival hangover, people promised to stop drinking. We mapped these profiles and decided to help them fulfill their promise by drinking. We sent them Contract0.0 with Heineken0.0 vouchers. With little investment in media and production, we created an action that generated buzz to deconstruct the perception that without alcohol there’s no fun.
Brand:
Heineken
Client:
Heineken Brasil
Agency:
Le Pub Brasil
Language:
English
2023 BRONZE
Papa Nicole
We needed to build consideration for Renault with two different audiences- today’s buyers (“dads”) and tomorrow’s (“daughters”)- united by little other than Covid-triggered nostalgia.
Fortunately, Renault’s past is home to some treasured assets, including the brand’s beloved nineties campaign: Papa, Nicole. Reviving theiconic father-daughter drama could help us bridge both audiences- and unlock latent love for Renault.
We told a new chapter in the story starring three new Nicoles and their Papas.
And we launched it on a day that had surged in importance during lockdown: Father’s Day.
Brand:
Renault UK
Client:
Renault Groupe UK
Agency:
Publicis Poke
Language:
English
2022 GRAND
Not Just A Cadbury Ad 2.0
The severity of the 2nd Covid wave that hit India in 2021, dampened India’s biggest festive season of Diwali. Small local stores that contributed the most business for Cadbury were the most hit. And Cadbury was looking at a business de-growth of 10%. But, it turned this adversity into an unconventional opportunity by bringing on Bollywood superstar Shahrukh Khan to endorse local stores and help promote them through hyper-personalised MarTech innovation. In doing so, Cadbury helped uplifting thousands of small-businesses and ultimately unlocked 25% business growth for itself.
Brand:
Cadbury Celebrations
Client:
Mondelēz India
Agency:
Ogilvy Mumbai
Language:
English
FINALISTS
Tourism Australia
The Off Season
Doritos
Bold Love
QuintoAndar
Mosquito vs Mosquito
