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.
Many customers perceived IKEA as a brand with a predictable style (product design). Such a brand perception reduced sales. Launching a new catalog, in which absolutely unique design solutions were collected, IKEA decided to convince customers by recreating the interiors of the five famous literary works. As a result of the campaign, the attitude towards IKEA changed significantly, it came to be perceived as diverse and original. The number of visitors in stores increased to 8.4 million people, on the ikea.ru website by 39%. The number of customers who made shopping lists on the ikea.ru site also increased by 47%.
The Power of SHE
Companies with women in leadership perform better, but women are underrepresented. On International Women’s Day 2017, State Street Global Advisors placed Fearless Girl in New York’s financial district to ignite a conversation about the power of women in leadership. She generated over a billion impressions on Twitter in the first 12 hours. In three days she drove average daily trading volume of the SHE fund up 384%.
Brand: State Street Global Advisors
Client: State Street Global Advisors
Agency: McCann New York
Size doesn't matter
We arent shy about the size of our product, and we are ready for our consumers reaction to it. We streamed all the negative comments about our tacos from social networks straight to the biggest billboard available in Moscow. These comments were accompanied by a statement:The size doesnt matter... If you follow our guide how to eat tacos correctly.
Client: YUM! Restaurants International Russia and CIS
Agency: RODNYA Creative PR Studio