Seasonal Marketing

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

2023 GOLD

Ye Khel Mera Hai: Pakistan's First Digital Live Show

Newly launched Tamasha app had to find creative ways to get attention. Despite not having streaming rights to PSL 7, Tamasha dominated PSL screen-time and craze of cricket fans by creating a unique, live commentary-cum-roasting show; infusing it with a live quiz competition for fans to participate and win. The show’s format highlighted the community and localized features of the app, gaining it preference over competitors. This trailblazer content resulted in +15% increase in signups during PSL, Daily active users during PSL grew by 120%, sustained 60% post campaign.

Brand: Tamasha
Client: Jazz
Agency: Fishbowl (Pvt) Ltd
Language: English

2023 GOLD

Careem - 14th August Campaign

For our Independence Day campaign, we decided to leverage the public negative sentiments related to patriotism, and flipped the conversation on its head. As a result, audience members that had passively seen content from other brands began to interact with our zero-budget content, answering our statement (Pakistan mein kya rakha hai). When the 2nd part of our campaign was revealed, we found great virality because of the initial uproar that had been caused by our initial statement.

Brand: Careem
Client: Careem
Agency: Careem
Language: English

2023 SILVER

The Biggest Laisee of All

This case is a masterclass in rewriting the playbook of user acquisition for a challenger brand facing high barriers-to-entry. How does a late-to-market player supercharge user acquisition in e-wallets, a category in which people tend to stick with their default choice, and where market giants have turned their scale into massive barriers-to-entry? For PayMe, the breakthrough was in moving beyond the typical big-$-brand-down model of user acquisition, and instead finding a 'Trojan Horse' moment to hijack to drive acquisition, bottom-up.

Brand: PayMe by HSBC
Client: PayMe by HSBC
Agency: Ogilvy Hong Kong
Language: English

FINALISTS

Promociones Chinameras El poder de la Gollo Cumbia

El Lagar MamáGyver

Jumbo Ser Dominicano es lo Máximo de la A a la Z