Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2021 BRONZE
A Fair Telco
In a mistrusted category dominated by brands with big spend, Jawwy established a new brand platform that enabled the business to outfox competitors. By making a big deal out of fairness rather than deals, Jawwy was able to grow revenues, awareness and message association to its highest ever levels.
Brand:
Jawwy from STC
Client:
Jawwy STC
Agency:
FP7 McCann Dubai
Language:
English
2021 BRONZE
How Aldi keeps on winning Christmas with Kevin the Carrot
Aldi bucked the trend of Christmas marketing and brought back its main character Kevin the Carrot, not once but four times, transforming him from a brand mascot into a Christmas staple, tradition and icon. Throughout the campaign Aldi reduced the seasonal sales shortfall, was the fastest growing supermarket at Christmas and outperformed competitors. The campaign flipped the idea that Aldi was too 'everyday' for a special occasion and convinced shoppers it had everything they need for an amazing Christmas.
Brand:
Aldi UK
Client:
Aldi Stores
Agency:
McCann Manchester
Language:
English
2020 GOLD
The University of Farmers
After years in a downward trajectory, Farmers Insurance set out with a new brand strategy to make people smarter about insurance. But, with abysmal brand linkage, a nasty misattribution problem with State Farm, and only 2-3% share of voice in a noisy category, they’d need to do more with far less. By creating the University of Farmers, Farmers believed that intelligence could deliver a new, differentiated message. After nine years of punching above their weight, the campaign continues to connect with an audience that values smarts as much as laughs.
Brand:
Farmers Insurance
Client:
Farmers Insurance
Agency:
RPA
Language:
English
FINALISTS
Ally Bank
Save For What Matters
Emirates NBD
Innovation as a currency
Ooredoo
Enjoy the Internet
