Commerce & Shopper: Challenger Brand Solutions

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

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

2018 SILVER

Vending machines

In the cold summer of 2017 IKEA invited visitors to the parks to spend more time outdoors in an atmosphere of comfort and coziness, like at home, installing vending machines for the sale of blankets. IKEA proposal was enthusiastically accepted by residents of cities, which increased sales of blankets by 446% against the planned volume, on weekends vending machines replenished every 20-30 minutes.

Brand: IKEA
Client: IKEA
Agency: Instinct
Language: English, Russian

2018 BRONZE

How to grab Black Friday?

Can you win the battle for "Black Friday" ("BF"), when almost all brands, almost all categories, with the same messages and huge media investments, participate in this "battle" at the same time? Probably not! That's why M.Video was done differently - instead of promoting "Black Friday" in November, when everyone does it, we promoted it several times during the year as part of our traditional sales. In the end, when the real "BF" came in November, consumers, seeing the advertisement "BF" from other brands, habitually associated it with M.Video, and eventually came to buy it to us.

Brand: M.Video
Client: M.video Management LLC
Agency: Instinct
Language: English, Russian

FINALISTS

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

Wasa Savor the 25th Hour with Wasa

Mondelēz International Timeless Holiday Favorites by HONEY MAID & NILLA - Kroger