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.
Income: The Best Gift (from the worst parents in the world)
Branded content is hard to define. But it’s intent is clear - reach people at scale who are in an engaged state of mind and therefore more receptive to brand messages. This is exactly what Income did. With a topic that hit the nerve of society - should your child be your retirement plan? - Income shocked, surprised and made Singaporeans cry with a 5min branded content film. And with a strategy to earn coverage, fuel sharing, and drive people through the funnel, Income grew life insurance sales by 13% with declining SOV.
Agency: BBH Singapore
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