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.

2021 SILVER

Unstable Internet = Unstable You

With EVERYONE talking about 5G, how could a new fiber product stand out amidst the 5G buzz, when no one (really) knew fiber internet’s benefits? Through social listening, we heard, during lockdowns, how 5G had major connectivity issues and frustrated users. Now, unstable internet equals unstable people ;) And in an entertaining, clutter-breaking, and effective campaign, we attracted record-high subscriptions, using dark humour in “dark times”, showing reality of those suffering from unstable internet = The Devices.

Brand: FASTtelco
Client: FASTtelco
Agency: FP7 McCann Kuwait
Language: English

2021 SILVER

NHS Covid-19 App Launch: Saving lives with an app

It would literally have been a crying shame if the NHS Covid-19 app launch had not been successful. As ever these days, there were plenty of people happy to cast doubt on the technology & peddle conspiracy theories. Yet here was technology that could genuinely make a difference by isolating cases & preventing forward infection…as long as we could overcome the widespread negativity. We would get just one shot at the launch. By understanding people’s underlying motivation & leveraging behavioural science, we more than doubled the download level of other countries. This directly prevented 594,000 infections & 8,700 deaths.

Brand: DHSC, NHS Test and Trace & HM Government
Client: Cabinet Office
Agency: MullenLowe London
Language: English

2021 BRONZE

Salad In A Bun?

In 2020, we and ‘The Vegetarian Butcher’ made a plant-based whopper that tastes exactly like a Real. Meaty. Burger. Problem? Saudis think all vegetarian burgers are ‘salads in a bun’. Why? Because burger joints in Saudi failed at making a good vegetarian burger. Our burger was doomed with a label, so we embraced it. We pretended to launch ‘a salad in a bun’, a patty-less burger. People were furious, they were demanding taste back. That’s when we gave them taste back, in the form of a Vegetarian Whopper.

Brand: Burger King
Client: Burger King Saudi Arabia
Agency: Wunderman Thompson Riyadh
Language: English

FINALISTS

McDonald's Rice - Hard to believe?

Tank Tank.. Clean water made easy

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