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). 

2020 GOLD

DNA Discounts

U.S.-to-Mexico Aeromexico ticket sales suffered in the face of several challenges: growing anti-Mexico rhetoric in the U.S. stalled American tourism in Mexico; Americans who were traveling to Mexico chose U.S.-based airlines over us; and those competitors spent $128-$284M while we lacked a budget to reach the American audience. Despite zero paid media spend, our shocking, newsworthy video garnered 1.6 billion impressions. More importantly, we increased daily revenue 185.8% after the campaign went viral while promoting our brand’s positioning statement: There are no borders within us.

Brand: Aeromexico
Client: Aeromexico
Agency: Ogilvy Mexico
Language: English

2020 GOLD

Boys Don't Cry

Boys don’t cry demonstrated that a powerful idea can impact millions in spite of having a $0 media budget behind it. As an organization dedicated to the eradication of gender-based violence, White Ribbon took on the daunting task of educating men on a highly divisive topic, toxic masculinity. Our film demonstrated how the bottling of emotions results in the most toxic form of masculinity. Without a media budget, we reached millions globally. Achieved a 90% positive social sentiment. Our film is now used Canadian and Australian classrooms, and soon Brazil.

Brand: White Ribbon
Client: White Ribbon
Agency: Bensimon Byrne
Language: English

2020 SILVER

The "Mensus"

THE RESEARCH PROJECT THAT BECAME A CAMPAIGN. In 2017, Movember created their boldest campaign yet. A single letter – yes, just one – raised $1.7m, won an Effie Gold, and saved lives. The next one was even more innovative. We took the research project for Movember’s new campaign and made it into the campaign! The results: 36%YOY growth in “mo”s and a new record $2.4m in donations - 40% up on the previous award-winner. All with a media budget of $0.00. The “Mensus” is now Movember’s most effective campaign ever.

Brand: Movember
Client: Movember
Agency: BC&F Dentsu
Language: English

FINALISTS

Dosy Freedom

Business Iceland OutHorse Your Email

Navy Federal Credit Union (NFCU) Name Change