Commerce & Shopper: Challenger Brand Solutions

This is an award for smaller, new, or emerging brands making inroads against big, established leaders.

2018 GOLD

Launch of the new rate plan and option Smart Zabugorische

Roaming charges is a big part of the operators revenues. But a lot of people don't use mobile service while roaming as they think its too expensive, and roaming options are too complicated and non-beneficial (the cost is high for a small volume of traffic). We decided to change peoples attitude towards roaming and thought - what could be more convenient and beneficial than a rate plan you are already using? We launched "Zabugorische" - option that allows using abroad voice call and data bundles that are already included in your rate plan at home. Dmitry Nagiev and Jeanne Claude Van Damm announced this sensational offer. The results exceeded our expectations: internet consumption grew up to 12 times more and voice minutes - by 40% more.

Brand: MTS
Client: MTS PJSC
Agency: BBDO Moscow
Language: English, Russian

2018 SILVER

Xfinity Mobile Launch

We know that shoppers are consuming data like never before, and that they seek to outsmart data plans with WiFi. Xfinity Mobile is the only carrier that gives subscribers access to 18 million WiFi hotspots AND the largest 4G LTE network in market. So now, shoppers can jump on and off WiFi whenever, wherever. And when they do need to use data, it’s at a great price. The solution drove shopper consideration, traffic and conversion, beating all goals and converting 5% of our competitors’ customers.

Brand: Comcast
Client: Comcast/XFINITY
Agency: FCB/RED
Language: English

2018 SILVER

Made in Siberia

The task of Omsk Bacon is to increase revenues by RUB 160 M, which means to lead in the Siberia. The communications are decided to be around Winter and Summernot just the seasons, but significant life events for the Siberians. Instead of usual advertising, there are created music videos that have become viral hits: the winter and the summer ones. The brand is participating in cult Siberian events (GrelkaFest, Avantgarde Territory and Electronic Beach). The brand is becoming the category leader overflowing the revenue plan twofold (RUB 330 M). Omsk Bacon supports the Siberians in the recognition of their own identity and helps them to be proud of themselves.

Brand: Omsk Bacon
Client: PRODO
Agency: MOMO group
Language: English, Russian

FINALISTS

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Tubi B2B

AAA (American Automobile Association)/ACG (Auto Club Group) Expect Something More From AAA, The Auto Club Group