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.
First step into second youth
A unique campaign integrated with the TV program, which successfully brought Voltaren sales growth 3.3 x faster than the category. VOLTAREN leads a cluttered category. Held back by restrictions and communicating to passive target group, it fulfills its mission in the spirit of FIRST STEP INTO SECOND YOUTH. The brand's mission is to change the image of elderly people in the eyes of younger generation and their own. It encourages to be physically active and thus to "walk out into the daylight" and on equal terms without shame and embarrassment.
Agency: MediaCom Warsaw
Studio Tymbark - weekly series for young people on YouTube
Studio Tymbark is the first entertainment series for youth, broadcasted on YouTube by a FMCG brand. It has an average audience of more than 100 000 viewers a week. This is how Tymbark handled the barrier of reaching the generation resistant to classic advertising and regularly using adblocks. This interactive platform has generated 11 million views, 180,000 subscribers and 41 million minutes of branded watchtime. Within a year we managed to build the largest food and drink channel on YouTube in Poland and one of the largest in the world!
Client: Grupa Maspex