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.
Launch of platform 'Other rules'
Tele2 faced ambitious business growth goals, it had to focus on more profitable subscribers and abandon the discounter model. However, new audience did not take Tele2 seriously, but as a niche operator with low prices. How an operator for the young poor could become advantageous and liked by profitable subscribers? Tele2 changed approach to communication and started following Other rules - changing market limitations, inconvenient for subscribers, via offering unique products. As a result Tele2 significantly increased share of subscribers with medium and high communication expenses.
Client: T2 Mobile LLC
Agency: McCann Moscow
The Truth is Hard to Find
A tumultuous political environment brought a windfall of traffic but The New York Times needed to increase paid subscriptions. It became clear that The Times’ dogged dedication to uncovering hard truths made it invaluable during these unsettled times. The resulting campaign worked hard at every level: it put The New York Times at the center of the conversation about the role of a free press, positioned it as trusted source for deeply-reported journalism, and resulted in the best quarter for subscriber growth in the NYT’s history.
Brand: The New York Times
Client: The New York Times
This paper tells how a much-loved children’s comic transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids. Having suffered decades of decline in comic book circulation and an under-performing web platform, Beano bucked the trend and turned its fortunes around to rapid growth in readership both on and offline. Not only that, but ambitious growth targets were quickly surpassed, while awareness and trust scores catapulted beyond expectation.
Client: Beano Studios
Agency: Red Brick Road