Sustained Success - Services

Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

2022 GLOBAL GRAND

How commitment to brand building drove one of the markets greatest comebacks

This is one of marketing’s greatest comeback stories. Through an unwavering commitment to long-term brand-building, a business in long-term decline transformed into a growth powerhouse. HELP’s emotionally-charged creative defied the category comedy-show, cheaper challenger brands and a global pandemic, generating $258M brand value and leading NRMA Insurance to be crowned the world’s most effective financial services brand. Or as Mark Ritson put it: “NRMA is not just a fantastic Australian case study, it could be taught at Harvard, Stanford or London Business School to illustrate absolute global best practice.”

Brand: NRMA Insurance
Client: NRMA Insurance
Agency: The Monkeys
Language: English

2022 GLOBAL GRAND CONTENDER

KFC Australia's Long-Term Success

We've all heard how brands must continuously evolve in-tune with shifts in society and culture, to remain relevant and keep growing. This is the counter-intuitive story of how KFC learnt that sometimes the most effective way to keep growing is not to ‘swim with the tide’, but to instead embrace your rebellious brand DNA. With Australia increasingly politically correct, and the QSR category increasingly apologetic, KFC went the other way, resurrecting its dormant 'larrikin' spirit - and that of Australia’s - leading to sustained success.

Brand: KFC Australia
Client: KFC Australia
Agency: Ogilvy Sydney
Language: English

2022 GLOBAL GRAND CONTENDER

Road to sustained success

How can athletes with an intellectual disability and Special Olympics Belgium convince the Belgian sporting world to play sports together? A three-tier, multi-year strategy generated attention and an unprecedented growth of 60% in terms of athletes in the club, as well as new valuable sponsorship contracts. A communication strategy based on the principle of ‘challenging the strongest to become stronger yourself’ enables the Special athletes to demonstrate they are worth their weight in gold. The multi-year strategy resulted in a genuine turnaround in the Belgian sporting world.

Brand: Special Olympics Belgium
Client: Special Olympics Belgium
Agency: LDV United
Language: English

FINALISTS

Ally Bank Save For What Matters

Emirates NBD Innovation as a currency

Ooredoo Enjoy the Internet