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

Parkscapes

Parkscapes not only created an entirely new revenue stream for a non-profit music school, but an entirely new way to fundraise. Getting a group of inner city music students sampled on the #1 album of 2019, Taylor Swift’s Lover is no small feat, and one that will pay dividends to the school forever. RPSM now has a sustainable fundraising model it can use to create more music libraries, generate more funding, and show even more kids that anything is possible.

Brand: Regent Park School of Music
Client: Regent Park School of Music
Agency: BBDO Canada
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

FINALISTS

Automotive Insurance Jubilee Car Insurance

NESCAFE Myth Busting with NESCAFE

James Hardie Changing the Way Australia Builds