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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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
2019 GRAND
The Roaming Puppet
STC’s roaming packages were perceived as costly and inconvenient. To demonstrate to travelers that they are affordable and reliable, we introduced ‘Rayeh Rayeh’, an online series documenting the adventures of Saudi comedians and globetrotters who bring their missing friend along as a puppet backed by STC roaming. All 4 seasons were shot in a touristic destination frequented by Saudis, entertaining viewers while showcasing the convenient roaming packages. The show became the most watched YouTube series in KSA, helped increase roaming subscriptions, and encouraged Saudis to roam worry-free.
Brand:
Saudi Telecom Company
Client:
Saudi Telecom Company
Agency:
J.Walter Thompson
Language:
English
2019 GOLD
Turning a box of nothing into breakfast
Ordinarily, Foodbank’s Christmas appeal involves direct marketing pleading for donations. In 2018, we crafted an idea with a more immediate response: Hungry Puffs, the breakfast over 100,000 West Aussie kids wake up to every day.
In the lead-up to Christmas, empty boxes of Hungry Puffs were stocked in over 40 major supermarkets across Western Australia. Shoppers who were in the process of buying food for their own families were suddenly encouraged to support a much bigger cause – helping feed children who go without breakfast every day.
Brand:
Foodbank WA
Client:
Foodbank WA
Agency:
The Brand Agency
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
Name Change
