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).
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2023 BRONZE
Welcome to the Icelandverse
In 2022, travel was poised for a comeback. Up against big-budgeted competitors, tourism-dependent Iceland needed a low-cost, high-impact campaign to raise awareness heading into the new year. So when Mark Zuckerberg launched the Metaverse, Iceland introduced the “Icelandverse,” a parody film highlighting actual reality in Iceland. The video quickly racked up over 6 million views, doubled the engagement rate of Iceland’s previous record, and earned over 6 billion media impressions—leading Inspired by Iceland to declare the “Icelandverse” their most successful marketing campaign ever, just 10 days after the film’s launch.
Brand:
Business Iceland
Client:
Business Iceland.
Agency:
SS+K
Language:
English
2023 BRONZE
Moms Mean Business
“Moms Mean Business” succeeded in becoming ZenBusiness’ most successful marketing campaign ever. On social, thousands tagged moms they knew, encouraging them to act on our offer of a free business. All on a budget fractional to our competitors. Most importantly, we clobbered our primary goal: beating our cost of acquiring a customer (CAC) benchmark. “Moms Mean Business” is a blueprint for our new marketing model: offering untapped high-potential audiences the incentive they need to become entrepreneurs. A brand promotion that beat “performance” at its own game – and then some.
Brand:
ZenBusiness
Client:
ZenBusiness
Agency:
Joan Creative
Language:
English
2022 GRAND
"Fancy Like" Applebee's
Applebee’s needed to do something bold to differentiate itself from the bleak CDR narrative. The mission: inject optimism into culture on a never-before-seen scale, partnering with country singer Walker Hayes to hijack a TikTok song and turn it into a massive business win and total culture-driving vibe shift. With the launch of the “Fancy Like Applebee’s” campaign, accompanied by a "Fancy Like" meal, Applebee’s outpaced sales of competitors by 9.3% while simultaneously making “Fancy Like Applebee’s” the feel-good catchphrase of summer 2021.
Brand:
Applebee's
Client:
Applebee's
Agency:
Grey New York
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
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