Brand Content & Entertainment

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. 

2017 GOLD

Timberland - It's Really Teeboolang

Timberland入华十余年，只在小众圈层热捧，但在大众市场多年未见起色。我们帮助Timberland建立了首支营销Campaign——真是踢不烂。为Timberland实现本土落地，赋予情感内核。该次营销Campaign获得千万级传播，并使经典黄靴销量提升五倍，
Timberland has been in China for a decade, but with sluggish sales & unsatisfying name all along in the general public. In 2016, We starts from its international vision, marrying its character to serve the customers with its perseverance even hypercriticism on quality, looking closely into the moles of local culture. We changed Timberland into “Teeboolang” (means unbreakable in Chinese) which is more innovative, localized & identifiable. Result, we got 16 million video plays, and 19%baidu search increse, & yellow boots received a dramatic growth 500% in sales.

Brand: Timberland
Client: Timberland
Agency: W
Language: Mandarin

2017 GOLD

Antarctica Webséries da BOA

Antarctica is the # 1 beer in Rio de Janeiro: the share and preference leader for almost a decade in the country's 2nd largest beer market.
 
The brand has always been in the heart of the carioca, but with the entry of new premium players greater competition, staying relevant has become a huge challenge.
 
Antarctica saw its relationship with the Carioca cool down, generating a drop in Preference levels, especially among young audiences - a strategic target for the future of the brand.
 
We diagnosed that this fall inp was linked to a loss of relevance in communication efforts, powered by new stimuli and expectations about brand discourse.
 
We needed to evolve our approach and respond to these new demands.
 
Thus, we looked deeply into our target customers and perceived a latent truth: people are debating deeper issues such as character, honesty and the current of good, important guidelines in Rio and throughout Brazil.
 
But it was not enough to address issues and tensions from on high. We wanted to change the way we talk and establish an active conversation with our consumer.
 
Thus, in a bold turn, we have transformed all brand communication into a unique Branded Content project, completely customized for social networks.
 
Thus, came the webseries, “ANTARCTICA | GOOD THING COOL GOOD THING,” designed strategically to meet the goals of the brand.
 
We have brought content innovation into an unprecedented category format, in line with new media consumption habits. We abandoned the conventional TV plan and started producing entertainment.
 
This change resulted in significant results for Antarctica, rescuing the levels of preference between the young public and the heart of the Carioca.
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Antarctica é disparada a cerveja #1 no Rio de Janeiro: líder em share e Preferência há quase uma década, no 2o maior mercado de cerveja do país. 
A marca sempre esteve no coração do carioca, mas com a entrada de novos players mais premium e a concorrência cada vez maior, se manter relevante virou um desafio imenso.
Antarctica viu sua relação com o carioca esfriar, gerando uma queda nos níveis de Preferência, especialmente entre o público jovem - target estratégico para o futuro da marca. 
Diagnosticamos que a queda de Preferência estava ligada a perda de relevância nos esforços de comunicação, potencia-lizado pelos novos estímulos e expectativas sobre o discurso das marcas. 
Precisávamos evoluir nossa abordagem e responder estas novas demandas.  
Assim, olhamos a fundo nosso target e percebemos uma verdade latente: as pessoas estão debatendo assuntos mais profundos, como caráter, honestidade e a corrente do bem, pautas importantes no Rio e em todo Brasil.  
Mas só abordar assuntos e tensões em alta não bastava. Pre-cisávamos mudar o jeito de falar, e estabelecer uma conversa ativa com nosso consumidor. 
Assim, numa virada ousada, transformamos toda comuni-cação da marca em um projeto único de Branded Content, totalmente customizado para as redes sociais. 
Surgia assim a webserie ANTARCTICA | COISA BOA GERA COISA BOA, pensada estrategicamente para atender os obje-tivos da marca.  
Trouxemos inovação de conteúdo dentro de um formato inédito à categoria, alinhado com os novos hábitos de con-sumo de meios. Abandonamos o plano convencional de TV e passamos a produzir entretenimento. 
Esta mudança reverteu em resultados significativos para An-tarctica, resgatando os níveis de Preferência entre o público jovem e o posto de marca ícone do coração carioca.

Brand: Antarctica
Client: Ambev
Agency: AlmapBBDO
Language: Portuguese

2017 GOLD

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
Client: Mars/Wrigley
Agency: Energy BBDO
Language: English

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