Data-Driven

Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.

2019 BRONZE

Allergy tracker - pollen forecast based on AI

What to do if you are a brand-challenger in supercompetitive category of anti-allergy remedies, just entered the market with opportunity to communicate in media? Act outside the box, use modern technology and create value for the consumer - this is recipe for success! Flixonase ​​did that after transition from Rx to OTC. In the first year of media support, brand created a unique service: allergy forecast based on big data and artificial intelligence. The service enabled consumers to know in advance about allergies to come, and allowed the brand to declare itself and take strong position in the market!

Brand: Flixonase
Client: GSK Consumer Healthcare Russia
Agency: MediaCom
Language: English, Russian

2019 BRONZE

Liberating A Legacy Pancake Brand Beyond Breakfast

In 2018, IHOP seized the power of data to solve media’s greatest mystery. We reversed IHOP’s declining conversions by introducing four paths for growth. We translated these into communications missions and crafted high-value audiences for each. We then pushed further where most would have stopped; we leveraged our data stack to supercharge optimization with granular insights garnered via a one-of-a-kind closed-loop attribution model.

Brand: IHOP
Client: IHOP
Agency: Initiative
Language: English

2018 GOLD

Let's Move On

This is a story about a brand doing the unimaginable; positioning itself as unimportant in the lives of its consumers. By breaking marketing and category conventions, our campaign shot the brand from third place to outright leader in less than two years.

Brand: U by Kotex
Client: Kimberly Clark Australia
Agency: Ogilvy Australia
Language: English

FINALISTS

MEDIAS NOCHES BIMBO Y BIMBOLLOS BIMBO LA GRAN GUÍA DE JOCHOS Y HAMBURGUESAS

Nosotras Intimawear Nosotras Intimawear: Una Revolución Sostenible y Empática en el E-commerce

Inca Kola La teoría de la retornabilidad de “Albert E”.