Commerce & Shopper: Data-Driven

This category honors brands and retailers using data, analytics, and technology to identify and match the right shopper to the right message at the right time.  

2022 SILVER

This Is Our Shot

When the COVID-19 pandemic hit and vaccines became available, Walgreens faced its largest immunization challenge yet: administer 30M vaccines. There were many complexities to navigate – differing consumer eligibility, opinions, and misinformation surrounding the vaccine. Walgreens created a custom “Vaccine Readiness Data Model” to predict individuals most likely to want a vaccine before seeking one out. The model scored prospects, considering behavioral, cultural, and geographical factors affecting vaccine uptake. Based on vaccine readiness, people were dynamically served relevant messages, playing a critical role in administering 34.6M COVID-19 vaccines at Walgreens.

Brand: Walgreens
Client: Walgreens
Agency: The Pharm Global
Language: English

2021 BRONZE

Small Business Drive

How do you sell a car built for urban exploration in a city where there's little left to explore? Lexus needed to launch the UX — a tiny SUV built for urban exploration. But the world's most expensive property market pushed interesting places to the brink. 'Small Business Drive' connected drivers craving to explore with small businesses waiting for discovery. A personalised test-drive drove prospects to hidden gems that matched interests. The innovation put Lexus into a top 3 market position and was opened up for other brands to join.

Brand: UX
Client: Inchcape Group
Agency: TBWA Hong Kong
Language: English

2021 BRONZE

Building confidence and winning with #shopperfirst

Shopping for an appliance is stressful and complex and is made even more confusing by retailer promotions. Appliance shoppers are pushed to buy a new appliance based on a need, not pulled in by retailer weekend deals. Whirlpool reimagined the shopper journey by putting shoppers first and tailoring the experience to shoppers’ personalized needs, helping them get the right appliance faster and with greater confidence.

Brand: Whirlpool Corporation
Client: Whirlpool Corporation
Agency: Digitas
Language: English

FINALISTS

Pepsi Pepsi Pizza Hyper Personalization @ Scale