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 BRONZE

Coca-Cola_A Twist On Tradition

The emergence of new beverages creates a need for Coca-Cola to reinforce its iconic position for celebrative meals. This is particularly evident during Chinese New Year, where its presence might be diluted amidst the overwhelming festive communications. To reinforce its position as the top-of-mind beverage choice during the season, Coca-Cola is bridging the generational gap with exciting new creations: the Coca-Cola rice cake, developed with celebrity chef Christian, and a cooking show featuring KOLs from different generations. It created an extensive social buzz, stirring conversations at new year dining table.

Brand: Coca-Cola
Client: Coca-Cola China Limited
Agency: Ogilvy Hong Kong
Language: English

2023 BRONZE

HSBC SuperStart Campaign

HSBC innovated a new approach in new year marketing in the banking industry. While other banks are pushing for transactional offers, we created Go Goal Day, a ritual that builds relationship and meaning with Hongkongers. Mining a wishing-tree symbol and the tradition of making wishes during CNY, we used traditional ritual to build banking ritual. The AR wishing tree modernised the tradition while giving Hongkongers optimism during the start of a year. The campaign got Hongkongers talking and boosted product take-up across categories and strengthened relationship with Hongkongers amidst changes.

Brand: HSBC SuperStart Campaign
Client: HSBC (Hong Kong)
Agency: Wunderman Thompson
Language: English

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

FINALISTS

Promociones Chinameras El poder de la Gollo Cumbia

El Lagar MamáGyver

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