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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2020 GOLD
The Hairy Tale
“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene Leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.
Brand:
Pantene
Client:
Procter & Gamble
Agency:
Grey Tokyo
Language:
English
2020 SILVER
Twitter Bait
How to launch a new product with a $0 production budget? This is the challenge we, and Burger King, faced in Q1 2019. A historically slow quarter, the brand needed the launch of a new dessert product to be successful, but with little resources to offer in support. We got scrappy, identifying an opportunity to hijack a trending conversation with a contentious social media behavior bound to get people talking. Our target? Influencers, who have the highest reach potential. They took the bait, and the launch was an overwhelming success.
Brand:
Burger King
Client:
Restaurant Brands International
Agency:
MullenLowe U.S.
Language:
English
2020 BRONZE
The New Word
How do you convince dairy milk lovers to trial a sustainable alternative? When Swedish oat-milk brand Oatly launched in Hong Kong, dairy consumption was increasing, and there was low awareness of plant-based milk, but Oatly had limited marketing budget. Discovering there was no word for plant-milk in Chinese, our bold solution was to create a new word for the category. A Swedish brand adding to the venerated Chinese language provoked attention and debate about sustainable choices and drove trial: in less than 1 quarter Oatly sales increased 40%.
Brand:
Oatly
Client:
Oatly
Agency:
Edelman Hong Kong
Language:
English
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
