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 BRONZE

Shoes for your hands

What does an impending death bell sound like to a brand? For Campus, India’s largest shoe brand, it was the realisation that the youth in the world’s youngest country would rather buy fakes of international brands than be associated with a brand uncool to their generation. This case illustrates how Campus was able to prop itself as a legitimately fashionable brand and increase sales by 34% for the festive quarter by communicating to the youth in India’s national language – dance. Just one that has never been seen before.

Brand: Campus Shoes
Client: Campus Activewear
Agency: The Womb Communications
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

Tourism Australia The Off Season

Doritos Bold Love

QuintoAndar Mosquito vs Mosquito