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.
Putting the Care back in Eye Care
In recent years the eye care category has been overtaken by big brands shouting discounts and deals, which makes them all seem the same. People who take care of their eyes seriously ignore the noise, instead choosing doctors who seem trustworthy: the local and independent ones in their community. Pearle Vision was being (unfairly) grouped with big national chains even though they really are local providers. By re-dedicating the brand to premium eyecare instead of touting deals, we became the most trusted brand in the category and greatly exceeded goals.
Brand: Pearle Vision
Agency: Energy BBDO
Answering the Call
To make network quality matter again, Verizon needed to remind the world that there are times when these differences are critical. So, we offered real survivors of high-stakes situations the opportunity to connect with the first responders who answered the call to save them. This campaign showed customers the value of Verizon's network, raising the brand's perception with a 367 times increase in people talking positively about Verizon. Verizon was able to add 567,000 more lines in Q1 2018 than during the same period the prior year.
Agency: McCann New York
Era uma vez um país onde 70% da população não lia nem um livro por ano. Para mudar essa história, contamos uma outra: a de uma menina que usou livros para romper barreiras e se tornar a primeira astronauta brasileira. O final foi feliz: aumentamos em 34% o número de leitores e dobramos o acesso aos livros. Itaú atingiu os maiores índices de prestígio e consideração de marca do ano. E pra completar, os sonhos também cresceram: as buscar por astronauta brasileira aumentaram 350% no Google.
Brand: Itaú Unibanco