New Product or Service Introduction or Line Extension

Any communications effort used to introduce a new product or service that is not a line extension.

2020 SILVER

Cover For Their Overconfidence

RACV, Victoria’s most trusted motor insurer needed to find a way to breathe new life into its brand. RACV decided to diversify and enter the pet insurance game, a category fuelled by the tropes of protection for your “cute” furry friend. RACV Pet Insurance pivoted from cute to crazy to become cover for their overconfidence. Yes, this was about selling pet insurance, but more importantly the opportunity would come from introducing new people to RACV. We smashed campaign metrics and established RACV as a trusted provider of pet insurance.

Brand: RACV
Client: RACV
Agency: CHE Proximity
Language: English

2020 SILVER

There's a playlist for that

Spotify, a late-comer to the Indian music-streaming market wanted to take a leadership position. But how, when all the insights around music were taken? We realised that life in India is chaotic, and music helped Indians navigate the chaos, giving birth to the campaign ‘There’s a playlist for that’. Using social intelligence, we put up 1153 hyper-contextual messages on billboards, each with a playlist to help Indians navigate everyday chaos. Our Monthly Active Users (MAUs) grew by 100%, and we dominated on social with a share of voice of 32%.

Brand: Spotify
Client: Spotify India
Agency: The Leo Group
Language: English

2020 BRONZE

Rescue a Pet, Rescue a Family

Many people don’t understand why women in violent relationships stay. What they probably don’t realise is that it's sometimes a different kind of love that’s keeping them trapped. The love for their pet, not their abuser. Introducing Pet Refuge: A temporary shelter for pets affected by domestic violence. The only problem? They needed NZ$250,000 to fit out their shelter and open their doors to the New Zealand public unfamiliar with them or their cause. Our solution? We helped people move beyond reason by giving Pet Refuge an emotional advantage.

Brand: Pet Refuge
Client: Pet Refuge
Agency: DDB Group New Zealand
Language: English

FINALISTS

McDonald's Rice - Hard to believe?

Tank Tank.. Clean water made easy

Stella Artois Unfiltered Stella Artois goes au Naturel to launch new Stella Artois Unfiltered