This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
While music is the pulse of the Pakistan’s youth and is being exploited by global brands with big-budget platforms, there exists little-to-no functional connect between brand and platform. Amid this content clutter, no brand had a more direct connect with singing than throat-soothing lozenges. So, we got rid of the instruments to focus on what was relevant to our Brand: VOICE. Rather than latching onto an existing trend, we collaborated with a leading artist/label to launch Pakistan’s first Acapella music platform which racked up 14.3 Mn views by Q3 2018
Client: Reckitt Benckiser
Agency: Adcom Zenith