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 GOLD

A Very different Christmas

This is not a story about a big-budget retailer achieving growth by following the usual Christmas playbook and creating a big, tear-jerking Christmas campaign. No, this is a story about how a challenger with a decreasing share of voice defied the unspoken advertising rules of Christmas.
By bringing Christmas forward, Very successfully dodged the post-2020 retail freefall, maintained gross revenue and delivered a total profit ROI of £9.01 - a return that puts the business in the company of the celebrated big-guns. A perfect example of a creative marketing idea (and related change in media approach) that transformed commercial outcomes.

Brand: Very
Client: Very
Agency: Grey London
Language: English

2022 SILVER

Inverting conventions to win

This is a case about how a native Indian cola brand, Thums Up, went against all odds to become a market leader at a time when COVID-19 tore through the carbonated beverage industry. The secret to Thums Up’s success was an outcome of the brand’s courage to overturn traditional cola marketing conventions on their head. Instead of delighting the over-delighted urban youth, Thums Up went all out to appeal to the upcountry Indian youth. The efforts led to a 56.91% increase in Quarterly sales compared to pre-pandemic period.

Brand: Thums Up
Client: Coca-Cola India
Agency: Ogilvy Gurgaon
Language: English

2022 SILVER

We Will Grow Again: how B&Q won over the UK’s gardeners by making plants matter

Spring - when the UK gets back outside and starts working on the garden - is the most important seasonal trading period at B&Q. But as March 2021 drew nearer, B&Q had a weakness - many plant shoppers were staying away, preferring specialist garden centres. So it launched We Will Grow Again - B&Q’s most ambitious seasonal campaign yet - to grow credibility among sceptical gardeners, and win back those who didn’t consider shopping at B&Q for plants. The campaign was a runaway success.

Brand: B&Q
Client: B&Q
Agency: Uncommon Creative Studio
Language: English

FINALISTS

Tourism Australia The Off Season

Doritos Bold Love

QuintoAndar Mosquito vs Mosquito