Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
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2017 BRONZE
2017 BRONZE
300k in 5 days
The young generation of consumers does not appreciate classical drinks, but prefers cocktails. The players fix the original, but simple recipes: Bacardi & Cola, Finlandia & Tonic, Aperol Spritz, etc. People are used to that Martini is drunk in pure form or with vodka (James Bond cocktail). There were no new ways to meet the preferences of young consumers. Since the 70's, Martini had an original recipe for a refreshing summer cocktail Martini & Toniс. In Ukraine, a cocktail appeared two years ago, but was not focal in communication. In 2017, the cocktail Martini & Tonic decided to make a focal point in communication to promote Martini in the summer season. In fact, Martini & Tonic became the new Martini sub-brand.
Brand:
MARTINI
Client:
Bacardi-Martini Ukraine
Agency:
Rockets. Growth R&D
Language:
English, Ukrainian
2017 BRONZE
Mamá con perfume propio
Un objetivo ambicioso para un marco recesivo: Aumentar un 8% en ventas durante el mes de la madre con la misma inversión publicitaria del año anterior y tomándolo como referencia. Los resultados: triplicamos el objetivo llegando a un 25,27% y además logrando aumentar el valor del ticket promedio versus el año anterior. Esto se logró a través de una promoción cuyo valor trascendía el hecho económico para anclar en un poderoso insight emocional: un perfume llevaría el nombre de la ganadora.
Brand:
San Roque
Client:
San Roque
Agency:
Havas Worldwide Gurisa
Language:
Spanish
FINALISTS
Thums Up
Inverting Conventions To Win
Microsoft
Changing the Game
French's
French's Mustard Ice Cream
