Small Budgets - Services

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). 

2018 GOLD

A Meme Gallery

The learning-disabled, due to lack of social interaction, are often neglected and forgotten. Can the power of technology bring equality to this community and help them voice their identity?
We created an HTML5 digital gallery of artwork by 36 general learning-disabled individuals.
Users were able to engage these individuals by spending 1 RMB using WeChat Pay to purchase their painting. On the same day we urged every WeChat user to donate their “Moment “and frame this painting on their social space, linking public care into a continuing digital gallery.

Brand: Tencent
Client: Tencent
Agency: Tencent
Language: English, Mandarin

2018 GOLD

Everyone is an Amazing Book

Reading can help you to become your better self. This World Reading Day, campaign “Everyone is an Amazing Book” told the truth of reading, made books as metaphor for personality, connected reading to people. With a tight budget of 0.3 million, the campaign reached million-level advertising effect, from brand image enhancement to prime reading member sign-up. Over 1 million clicks and participation during the first 6 hours were achieved. During campaign, PV reached 27 million (only cost 0.009 yuan per brows), UV 2.17 million, sales increased 69%.

Brand: Amazon Prime reading
Client: Amazon China
Agency: MRM//McCann
Language: Mandarin

2018 SILVER

Last Laugh

IAPC’s Last Words campaign in 2016 created awareness for palliative care. But in India talking about death is taboo, so even the terminally ill, their doctors and families don’t talk about death, let alone palliative care. In this environment, the terminally ill performed stand-up comedy about death for their families, doctors and a paying audience to break this taboo - screened and trained by palliative care counselors and India’s best comedians. With < $10,000 media budget, these shows, and its recordings became our campaign resulting in > $3 million earned media.

Brand: Indian Association of Palliative Care
Client: IAPC
Agency: Medulla Communications
Language: English

FINALISTS

Dosy Freedom

Business Iceland OutHorse Your Email

Navy Federal Credit Union (NFCU) Name Change