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 BRONZE

Toy Talks

Summer theme park offers can be a noisy and competitive category. Yas Island Abu Dhabi set out to stand out in this category by building appeal amongst families and children in the UAE. Inspired by the celebration of lockdown heroes and the sudden rise in toy sales we created the world’s first-ever toy talks, a platform designed to Give toys a platform to discuss their pandemic trauma stories. The campaign grew revenues by 107% vs. 2019 exceeding pre-pandemic performance.

Brand: Yas Island
Client: Yas Island
Agency: Momentum Dubai
Language: English

2021 BRONZE

From ‘Who?’ To Hero: How Cazoo disrupted the used car market in 12 months.

In early 2020, ‘cazoo’ meant a plastic musical instrument.
By the end of 2020, Cazoo was an established player in the used-car marketplace. It'd become the fastest British business to achieve unicorn status, with expected 2021 revenues approaching £1billion.
Marketing played a critical role. It turned a completely new, unknown brand name, into a familiar, trusted one. It convinced consumers that the notion of buying a used car online, without seeing it – let alone test driving it – is a good idea.
Achieving that in 5 years would’ve been remarkable.
Achieving it in 1 year is arguably unprecedented.

Brand: Cazoo
Client: Cazoo
Agency: ENGINE UK
Language: English

2021 GLOBAL GRAND CONTENDER

Dungeons and Dragons: The Return

In 2017, we launched Kwid, which entered the Pop culture by featuring Hulk. In 2019, Kwid Outsider should take a deep dive into this universe. But how could we be stronger than Hulk? Impossible. So, we made the impossible happen: bring back home the warriors from the animated series “Dungeons Dragons”, icons of Brazilian POP Culture. The series has never actually had an end, which broke the hearts of Brazilians fans. The strategy had to live up to fans’ expectations and it would be worthy of a cinema blockbuster.

Brand: RENAULT DO BRASIL SA
Client: RENAULT DO BRASIL SA
Agency: DPZ&T
Language: English

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