David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.

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2023 SILVER

The baby bank that grew.

ING faced a challenge: 80% of their customer base held savings products, which were increasingly less beneficial to the customer and less profitable to the bank. How could the bank find new, sustainable growth, in a category where Aussies loathe, or at best, are apathetic to their banks? ING trusted the value of brand power and herein lied their solution. They relaunched their brand, and with this, their core business offering, increasing new customer value by 75% and increasing our NPS to 6x the category average.

Brand: ING
Client: ING Australia
Agency: Ogilvy Sydney
Language:

2023 SILVER

Beam Suntory’s most successful launch ever

From summer ale to seltzer, “innovation” in the drinks industry usually just means jumping on the latest bandwagon. But not in the case of -196. This isn’t just the story of a new product, but a distinctive new brand that turned category convention on its head and turned Aussies onto an obscure shochu drink that was “big in Japan”, but unknown here. In one year, ‘Extreme Japanese Spirit’ helped -196 overtake ‘White Claw’, becoming the no.3 Light RTD with an ROI of $4.75: Beam Suntory Australia’s most successful launch ever.

Brand: -196.0
Client: Beam Suntory
Agency: The Monkeys Sydney
Language:

2023 SILVER

Nosotros no escribimos esta Campaña.

Un gran grupo gremial lechero, no solo grande en marcas, sino en market share, líderes de categoría demandaron a la Foodtech Notco y su marca NotMilk por competencia desleal e inducir a error a los consumidores de leche.Frente a esto, nuestra idea fue copiar literalmente sus argumentos de la demanda y utilizarlos para describir los principales atributos de NotMilk y reiterar que NO SOMOS LECHE.Lo que no sólo nos trajo los resultados esperados, sino aumento en Market Share y Cientos de miles de dólares en Free Media.

Brand: NotCo
Client: NOT CO
Agency: MRM
Language: Spanish