Small Budgets - Products
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
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2019 BRONZE
Prom King
It’s the middle of Q2 2018. Sales are stagnant. Rivals are more popular than ever on social media. Burger King needs a big, attention-driving splash, but all nonessential marketing budgets (like social media) have been frozen. What to do? Turns out one very small marquee with just two words is enough to push out of a sales slump while creating over $4MM in earned ad value for zero media spend. And while many lessons may be learned, one thing is clear: you don’t need much to make a big impact.
Brand:
Burger King
Client:
Burger King
Agency:
MullenLowe U.S.
Language:
English
2018 GOLD
Let’s create viral ‘products’!
Historical definition of creativity – “Sell more, for less…” Small budget creativity – “Sell more, for A LOT less…” Why should agencies do this only through communication ideas? Why should insight, lateral thinking, and business acumen help create just ads??? With our client, we co-conceptualized Carvaan, a PRODUCT, and India’s latest cultural phenomenon, which has reversed our client’s business stagnancy and catapulted their share price by 250% within 6 months. The power in the product idea helped replace media dollars with buzz and talk-ability. And with zero ad spend!
Brand:
Carvaan
Client:
Saregama India
Agency:
The Womb
Language:
English
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
