Commerce & Shopper
The Commerce & Shopper Effies honor the most effective integrated campaigns designed to engage the shopper and guide the purchase process.
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2021 GLOBAL GRAND
The Whopper Detour
Mobile ordering was critical to Burger King’s future but interest in our late to-the-game app was low. Our insight was unlocked when we realized mobile ordering through our new app has the power to turn McDonald’s ’much larger footprint into our competitive advantage. By offering a 1-cent Whopper that’s only available ‘at’ McDonald’s we turned customers into willing co-conspirators in helping us troll our rival in the biggest way ever. Becoming the most downloaded iOS & Android store apps, BK generated $15m in incremental revenue, with an astounding 37:1 ROI.
Brand:
Burger King
Client:
Burger King
Agency:
FCB NY
Language:
English
2021 GLOBAL GRAND CONTENDER
Diageo’s Pretty Simple Drinks Program
In 2017, shoppers bought more wine and beer, and fewer spirits. Why? Because even though spirit shoppers wanted to serve beautiful cocktails during at-home gatherings, the intimidation and complexity of cocktails was causing them to switch to wine and beer in-store. That’s why we developed a multi-brand program with five Diageo brands– showing just how easy it is to create Instagram-worthy cocktails in under 60 seconds. Ultimately, we provided shoppers with all the ingredients, education, and inspiration needed to make Pretty. Simple. Drinks.
Brand:
Diageo
Client:
Diageo
Agency:
TracyLocke
Language:
English
FINALISTS
Peugeot Cars
Spark
Nestlé KITKAT
KITKAT - Make a Break For It
Ponqué Tajada
El Juego Del Trono De Las Ventas Del Ponqué Tajada
