This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.
KFC Brand Turnaround
In competing for Singaporeans’ share of attention and stomach, KFC was outgunned by McDonald’s in terms of media spend, share of voice and store count. With nothing else to turn to, we leveraged the power of brand and created a distinct attitude for KFC that gave people permission to unapologetically indulge in fast-food. All of KFC communications were transformed to come with an extra serving of attitude that captured the KFC brand, reversing yearly sales decline and increasing market share for the first time since 2015.
Brand: Kentucky Fried Chicken
Client: Kentucky Fried Chicken Management Pte. Ltd.
Agency: Ogilvy Singapore
Chevrolet has over 100 years of history, but the last few have not been kind. Sales, share and brand health were all in decline, a slump that accelerated in 2008. It seemed a case of familiarity breeding contempt: people thought they knew everything there was to know, much of it negative, so many of them found Chevy irrelevant. We had to find a way to reverse the slide, and discovered that surprise could work in our favor to shatter the negative perceptions.
Eat Like A Pro
Beko had been losing sales and market share in Europe. The brand was undifferentiated and was not making a true impact people’s lives. Looking into what troubles today’s families, we found they struggle to feed their children healthy food, leading to rising childhood obesity. To help solve this tension we reinvented the role of our FC.Barcelona sponsorship to get kids excited about healthy food and inspire parents to cook healthier. Beko reverted the negative trend, growing sales and market share in a declining market.
Brand: Beko Cooking and Cooling Solutions
Client: Beko Global
Agency: McCann Worldgroup Spain