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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PROGRAM
2021 SILVER
Stories of Mecca
During COVID-19, with travel halted how could Almosafer (a relatively smaller follower brand with low budgets) stay top-of-mind in Ramadan? With Mecca locked down there existed a heightened sense of “ummah” (metaphysical unity) accompanied by love and longing for Mecca. We created, “Stories of Mecca”: If people around the world couldn’t travel to Mecca their stories of Mecca could travel the world. With just $4000, we tapped into people’s memory libraries crowdsourcing stories of Mecca, worldwide and created a moving vertical story.
Brand:
Almosafer
Client:
Almosafer Travel & Tourism Company
Agency:
FP7 McCann Riyadh
Language:
English
2021 SILVER
Quarancuts Virtual Hair School
When Barba Men’s Grooming Boutique in NYC was forced to close due to the pandemic, owner Xavier Cruz lost 100% of his income overnight. Determined to stay relevant during quarantine, he found $5K for a campaign. Noticing photos of botched "home haircuts" flooding the Internet, we launched Quarancuts Virtual Hair School: Complimentary, one-on-one guided haircuts, by Cruz himself. Hosted on IGTV, the content series generated 2.4B press impressions, boosted website traffic by 823% and grew Instagram followers by 32%—all during the worst business climate of our lifetime.
Brand:
Barba Men’s Grooming Boutique
Client:
Barba Men’s Grooming Boutique
Agency:
Terri & Sandy
Language:
English
2021 BRONZE
Traveling in the Times of Corona
The Wild Detectives has worked to create an experience for Dallas locals built around books, booze, and community-driven cultural conversation. This vision came to a halt when the pandemic forced thousands of small businesses to close permanently. The WD found a way to keep their business afloat by creating a mock travel agency, gobookatrip.com, pranking their fans with the launch of their new e-commerce site with no media budget. Sales soared by 200% and the site garnered over 30K visits within the first three days with zero media investment.
Brand:
The Wild Detectives
Client:
The Wild Detectives
Agency:
Dieste, Inc.
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
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