Youth Marketing - Services

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2021 SILVER

Challenging the Cyber Talent of Tomorrow

Getting young computer enthusiasts to consider the cybersecurity careers available within the Military has become an uphill battle as demand for their talents has skyrocketed. To recruit them away from similar jobs at private tech companies they are passionate about, we tapped into their deeper passion for solving complex digital problems and challenged them to take the ultimate test at CyberMission.Tech.

Brand: TodaysMilitary.com
Client: JAMRS
Agency: MullenLowe U.S.
Language: English

2021 SILVER

The Travis Scott Meal

McDonald’s had lost touch with multicultural youth and needed a way back in. A powerful insight: “Everyone has a McDonald’s order”, inspired a Super Bowl commercial with celebrities’ “Famous Orders”, which inspired “The Travis Scott Meal”. Which brought young people through the drive-thru in droves, creating a (safe) mass participation event during a pandemic, and breaking the McDonald’s supply chain. Quarter Pounder sales doubled in two weeks, delivering $50m in incremental sales, and an ROI of $3.22. (estimated at $88m and $5.60 ROI if supply hadn’t broken).

Brand: McDonald's
Client: McDonald's
Agency: Wieden+Kennedy New York
Language: English

2021 BRONZE

Local Chicken

KFC was too American for the Saudi market and was threatened by local chicken fast-food brands. But, in December 2019, KFC officially became the only major fast-food brand serving fresh, local chicken across the Kingdom. To make this campaign a success, we set out to not only increase sales but to also increase the engagement and loyalty of our customers across the Kingdom. The campaign made big waves in Saudi Arabia, reaching more than 9 million people and increasing sales by 39% across stores within the first month.

Brand: KFC
Client: KFC - YUM
Agency: TBWA/RAAD
Language: English