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.
Unwrapping A Love Story
After returning Extra to growth on the strength of one heartwarming ad, "Origami", there was still doubt about whether an emotional approach was viable for gum. Was it a one-hit-wonder, or the beginning of something more? It was a critical question for Wrigley, as Extra was its largest growth brand. We responded by creating a short film that quickly became one of 2016's most celebrated love stories. With this film at the heart of our communications, we more than quadrupled Extra's growth rate, even as the category declined.
Brand: Extra Gum
Agency: Energy BBDO
While promoting the new season of TV show covering such not entirely appealing topic as scrap business, we decided on non-standard activities outside of traditional marketing mix to acquire new viewers (especially Millenials). The effect was a digital event on Polish YouTube, which consisted of 3 videos of well-known Polish youtubers. The videos referred to one another, featured ZłomowiskoPL’s characters and included info about airing date and time. We achieved great results in relation to costs – AMR of first episode was 47% better than first episode of previous season!
Client: Discovery Poland