Marketing Disruptors

This award honors efforts that grew their business / brand by changing the marketing model in ways that drive the industry forward.  

2021 SILVER

Ariel & Tide E-direct

eDirect introduced a new business model in the saturated Laundry category: direct to consumer. It addressed unmet needs that cannot be dealt with via the current retail model: seamless delivery, smart refillable packaging, and great value. By marrying the best of eCommerce and repeatable household deliveries, it upgraded the buying and storage experience of users. This has led to higher volume and spend per buyer: 27Kg (5Kg per retail trip), SAR180 (SAR42 per retail trip) and a 10% repeat rate within the first two months, all while increasing our profitability. ¦ eDirect introduced a new business model in the saturated Laundry category: direct to consumer. It addressed unmet needs that cannot be dealt with via the current retail model: seamless delivery, smart refillable packaging, and great value. By marrying the best of eCommerce and repeatable household deliveries, it upgraded the buying and storage experience of users. This has led to higher volume and spend per buyer: 27Kg (5Kg per retail trip), SAR180 (SAR42 per retail trip) and a 10% repeat rate within the first two months, all while increasing our profitability.

Brand: Ariel & Tide
Client: Procter & Gamble (P&G)
Agency: Procter & Gamble (P&G)
Language: English

2021 BRONZE

Dubai Duty Free At Home

COVID-19’s onset in 2020 didn’t just ground airlines, it also grounded Dubai Duty Free’s operations for the first time. Like travelling, people missed the pre-flight Dubai Duty Free ritual experience too, but couldn’t visit airports. The rise of e-commerce during lockdowns, encouraged us to create the Dubai Duty Free Home Delivery, because if people can’t travel and shop at airports, Dubai Duty Free could come to them. Changing Dubai Duty Free’s business model, we disrupted the duty-free category, creating a marketing innovation in e-commerce and a new revenue source.

Brand: Dubai Duty Free
Client: Dubai Duty Free
Agency: FP7 McCann Dubai
Language: English

2020 SILVER

The Most Energy Efficient Campaign Ever

California had a dirty little secret. Despite being famous publicly for their eco-progressiveness, in private, individuals didn’t do enough to make a difference. While they were aware of energy actions they could take, many didn’t act. We needed to do more than talk the talk. We needed to show Californians that their little actions add up when taken together. This led to The Most Energy Efficient Campaign Ever: the first campaign where the ads themselves saved energy. In the end, millions of actions were taken and billions of kWh saved.

Brand: Energy Upgrade California
Client: California Public Utilities Commission
Agency: DDB San Francisco
Language: English

FINALISTS

James Hardie Changing the Way Australia Builds

IPDC IPDC Child Marriage Prevention Loan

Samsung iTest: Comparing Apples with Androids