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.
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2023 BRONZE
Breathcalypse: When Bad Breath Unleashes an Apocalypse
52% of young people don't use mouthwash and the technical language of the category doesn't help. Listerine needed to change the game. For young folks, bad breath is reeeally dramatic. Games were the opportunity to speak the same language. We created BREATHCALYPSE, an experience where bad breath caused an apocalypse. The solution? Find Listerine. More than just advertising, it was an experience in the largest virtual city in Brazil with the presence of celebrities and streamers. In one month, 54 million views, +340% online sales, and 4.8x ROI.
Brand:
Listerine
Client:
JOHNSON & JOHNSON
Agency:
Wunderman Thompson
Language:
English
2023 BRONZE
El caso más arrecho del festival
Los ecuatorianos demostraron que son arrechos: 129.188 ecuatorianos activaron su cuenta en PeiGO, (258% más de lo esperado), un uso de la aplicación del 40% cuando solo se esperaba el 10% y un conocimiento de marca que superó en 17 puntos el brand awareness esperado (6%). Un buen empujón hizo que los ecuatorianos se dieran cuenta que lo bacán de la vida sucede cuando nos atrevemos.
Brand:
Peigo
Client:
Peigo
Agency:
Proximity BBDO
Language:
Spanish
2023 BRONZE
Wander no more!
SAB, a large bank in Saudi Arabia, needed to sell its housing loans. Faced with rising property prices and interest rates, Saudis found it difficult to commit to a housing loan. But the truth is, NOT owning a home is so much harder. Through a humorous branded content and entertainment series, we told the story of “Rahhal”, a lifelong renter and his terrible but hilarious misadventures moving from a place to another, inspiring people to become homeowners. The campaign drove an increase in engagement, acquisitions, and balance for SAB.
Brand:
SAB
Client:
SAB: Saudi Awwal Bank
Agency:
Publicis Groupe - Leo Burnett Middle East (Saudi Arabia)
Language:
English
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