Marketing Innovation Solutions

This category awards single marketing activities or entire marketing programs. Cases may include actions or business ideas that have had an exceptionally positive impact on the market position of a brand, product or service.

2021 GOLD

Astronomical Sales

In the UAE, how could Mastercard grow preference and usage, and earn its space as card-on-file for online e-commerce transactions? “Priceless” means “rare”, and a rare experience - an eclipse - would be forming the Mastercard logo in the sky. So, we created “ASTRONOMICAL SALES” - a live, interactive data-driven experience tying data from the eclipse’s phases to discounts on e-commerce purchases with Mastercard. By partnering with noon.com, a leading e-commerce retailer, we created an astronomical data-driven promotion - as the sun dimished, so did the discounts on products!

Brand: Mastercard
Client: Mastercard
Agency: FP7 McCann Dubai
Language: English

2021 SILVER

Dogvertising

Two thirds of Croats do not own a dog! Advertising dog treats to this group is extremely wasteful for Pedigree. Our development of a computer vision algorithm has allowed us to run personalized DOOH ads only when the camera detects a dog. Thanks to our Doogvertising algorithm, the price for an actively viewed ad by dog owners was reduced by 34.4%, and Dentastix sales were increased by 28.67%.

Brand: Pedigree DentaStix
Client: Mars Croatia
Agency: MediaCom Zagreb
Language: English

2021 SILVER

The Wider Web

While the internet is a place of connection and discovery, for some it can be a difficult place. People on the autism spectrum struggle in the online world due to over-stimulation.  As the leading telco brand in the UAE, we created Etisalat Wider Web – a first-of-its-kind open-sourced web extension that gives people on the spectrum better control of their online experience.  The extension got featured on TV channels, radio stations, and newspapers including BBC, CNN, Khaleeji Times, Virgin Radio, Dubai One, Arabian Business, Al Watan, The National & others.

Brand: Etisalat
Client: Etisalat
Agency: Impact BBDO Dubai
Language: English

FINALISTS

PepsiCo (J7, Chudo, Bio Max, Domik v Derevne) "Breakfast battle" from PepsiCo and Pyaterochka

Lay's & Pepsi "People’s exclusive" feat. Timothy and Nadezhda Babkina from PepsiCo and Pyaterochka

J7 Fresh Taste J7 Fresh Taste. Hot News From Chilled Juice