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). 

2017 BRONZE

The Science of Truck

This is a story of brains trumping brawn. By positioning itself as the smarter truck for the contemporary ute driver, the Ford Ranger succeeded in ‘depositioning’ the well-established HiLux as out dated, ordinary and a less innovative choice. Aussie ute drivers began to believe that Ranger was ‘Tough done smart’ and voted for Ranger’s brains with their wallets.

Brand: Ford Ranger
Client: Ford Motor Company
Agency: GTB
Language: English

2017 BRONZE

Don't Ignore a Cough

Last winter Prospan was the little kid’s cough remedy that could. With everything stacked against it, a winning combination of finding and leveraging existing behaviors and using big data to build a predictive algorithm, the perfect message was delivered at precisely the right time to concerned Australian mums. By successfully aligning Prospan with maternal instinct, we achieved a 27% increase in sales, in a market which shrank by -8.5%.

Brand: Prospan
Client: Flordis
Agency: AFFINITY
Language: English

2017 BRONZE

ARMA TU CANASTA

Con una competencia nueve y agresiva en el mercado de incentivos, un desaceleración significativa del mercado, se logro superar ampliamente la meta de ventas impactando a tres audiencias diferentes (empresas, comercios y consumidores). Basados en que las empresas siempre regalan la trillada canasta de Navidad, aprovechamos para mostrar la opción de Vales y Tarjetas como una novedad positiva (ahorro económico y burocrático) que seria bien recibido por colaboradores, pues tendrían por primera vez la libertad de recibir la mejor canasta de Navidad: la canasta que ellos mismos armaron.

Brand: Vale Panamá
Client: Vale Panamá
Agency: CM América
Language: Spanish

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live