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.

2018 GOLD

The Hearing Test In Disguise

Problem: Australia is in the midst of a silent epidemic, 3.5 million people are living with some form of hearing loss. However, many are in denial about their hearing loss or don’t know how bad it is. Our task was to get those in denial to recognise they have a problem and take action. Solution: We created a hearing test, in disguise. A short film that has two different endings, depending on the viewer’s hearing ability. Results: Exceeded KPIs: Tested over 134,300 Australians' hearing. Generated 2,499 highly engaged, high-value leads.

Brand: Cochlear
Client: Cochlear
Agency: CHE Proximity
Language: English

2018 SILVER

Aveeno’s Data Driven Masterbrand

Aveeno’s campaign objective was to deepen relevance with consumers and retailers, loyalizing existing buyers and growing their lifetime value by converting them to purchase Aveeno across multiple skincare categories. Leveraging shopper data, smart targeting and addressable creative within programmatic digital, we executed a campaign driving personalized cross product line promotions to consumers in relevant way. The campaign reached more than 10MM households, driving lifts in ad awareness, purchase intent, brand favorability and ultimately delivering a +7% sales increase.

Brand: Aveeno
Client: Johnson & Johnson
Agency: J3
Language: English

2018 SILVER

Live Unboxed: Precision Marketing

The Smartphone category is a red ocean space with blurring differentiation. Galaxy S8’s post-launch campaign in Philippines was Samsung’s first-ever data-driven campaign, with precisely engineered content targeting diverse audiences to drive conversion. Moving beyond soft metrics like impressions and engagement, campaign success was evaluated strictly on intent-to-purchase. This campaign had to work harder than generic brand-level communications. By baking data-driven segmentation and insights into the heart of the work, the campaign successfully demonstrated product relevance specific to individual needs, exceeding benchmarks by a phenomenal 30X on purchase intent.

Brand: Samsung Mobile
Client: SAMSUNG ASIA PTE LTD.
Agency: J. Walter Thompson Singapore
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”.