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 BRONZE

Live Unboxed: Precision Marketing

The Smartphone category is a red ocean space with blurring differentiation. Galaxy S8’s post-launch campaign was Samsung’s first-ever data-driven campaign using programmatic at its core, with precisely engineered content targeting diverse audiences to drive conversion. One phone, over 9,000 targeted messages to segmented audiences customized to specific contexts, driving phenomenal results - 28X purchase intent KPIs.

Brand: Samsung Mobile
Client: Samsung Asia Pte Ltd
Agency: J. Walter Thompson Singapore
Language: English

2018 BRONZE

Anti-compote from anti-granny

This case shows how the Garage brand managed to launch the novelty, Garage Granny’s Anti-compote, protected from competitor copies, and recruit the young audience to its consumer profile.

Brand: S&R Garage
Client: Carlsberg Ukraine
Agency: THINKMcCANN
Language: English

2017 GOLD

Reword: Changing Online Bullying Behaviour

Bullying has moved from schoolyards to social media, but kids don’t realize the effect their words can have. So, we created Reword, the first real-time alert for online bullying. Using a red strikethrough to prompt young people to reconsider abusive language, Reword helps develop their moral compass by teaching them to self-regulate hurtful comments before hitting send. Within six weeks, the tool was installed on 150,000+ computers; 84% of insults were reworded; and most significantly, we saw a 67% reduction in bullying behavior per user. Reword is creating a new generation that respects each other – online and in real life.

Brand: headspace National Youth Mental Health Foundation
Client: headspace National Youth Mental Health Foundation
Agency: Leo Burnett
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”.