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.
Kuchnia Lidla on Youtube
Kuchnia Lidla was facing a challenge to enforce the brand as a leader in culinary competence and retailer offering high quality fresh food and grocery products. Using the advantages of the brand - renown and popular chefs, communication reach and available media support, in every week of the 65week long campaign we published at least 3 videos. C ombined watch time of our content reached 2705794 minutes. We have become one of the top brand channels on polish Youtube, with a great position to take over the lead in the category.
Brand: Lidl Poland
Client: Lidl Polska
Agency: GPD Agency
Style in 90 seconds
The brand was faced with the task of rejuvenating the audience, including attracting a larger share of young buyers (23.5% in 2016 and plan for 2017-25% of buyers to 25 years), developing its own media channel to build a long-term relationship with young people. To solve this problem, a Omni-channel Style project was created in 90 seconds. For its implementation, the main trends of media consumption of the audience and its preferences were taken as a basis. To attract the attention of the target audience, leading fashion bloggers were invited as the leading ones, which increased the credibility of the project and ultimately influenced its popularity.
Client: Ostin Ltd
Agency: Brand UP LTD
Kids are Tougher than the Streets
This case is about the toughest people in one of the toughest warzones. They’re not soldiers, cops or gangsters. They’re children. And they make the tough choice to defiantly reject crime on their streets. Instead, they choose hope by joining a safe-haven called Off The Street Club. Our “Hope is Tougher” campaign raised the most money in the Club’s history – 20% more than previous years and enough to keep 3,000 kids off the streets. And it proved that thoughtful strategy and communications can make a difference in people’s lives.
Brand: Off The Street Club
Client: Off The Street Club
Agency: Energy BBDO