Marketing Disruptors - Services

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

2023 BRONZE

eidipaisa

Pandemic was still around in 2022, but this time people were going to meet in-person to celebrate eid. However, during eid days sourcing fresh notes for eidi becomes major roadblock since either the banks are closed or ATMs don’t work, so we changed the name of our brand to eidipaisa and gave customers an easy way to share eidi with their loved ones – digitally! The campaign achieved reach of 14M that resulted in highest app store visit in two years, and throughput of 7.6M which was highest in 2022!

Brand: eidipaisa
Client: Easypaisa Pakistan
Agency: Ogilvy Pakistan
Language: English

2022 GOLD

Polio Roadblock Campaign

All the past polio communications in the last 10 years have been endorsed or rather have been affiliated with different government organizations or polio programmes. The Pashtuns didn't trust the polio drop messages that were coming out of them. Therefore, we changed our strategy and picked media outlets that best served our objective of changing minds. So we handpicked media outlets and they created unbranded content for the people who didn't believe in the existence of Polio and in Polio Drops either. We managed to change their mindsets successfully.

Brand: Polio Roadblock
Client: Pakistan Polio Eradication Programme
Agency: ogilvy (pakistan)
Language: English

2022 BRONZE

Drive, Camera, Action!

COVID-19 catalysed Pakistan’s uptake of digital financial services with safety concerns around cash transactions. Jazz took this opportunity to be disruptive for good: choosing to induct users not just through communication, but by creating Pakistan’s first COVID-19 compliant drive-in cinema. With people cooped up in their homes for over a year, the drive-in cinema was an instant hit. The entire ticketing system and entertainment were enabled by JazzCash in a completely contactless ecosystem. We achieved +40% JazzCash activations, 6+ million digital reach, 5000+ user generated posts, entertaining 50,000 Pakistanis.

Brand: Drive In Cinema
Client: PMCL JAZZ
Agency: Fishbowl (Pvt) Ltd
Language: English

FINALISTS

Knorr Instant Noodles BillaGram

U.S. Army What's Your Warrior?

TodaysMilitary.com Their Tomorrow