Topical Marketing

This category reconizes cases that effectively leveraged immediate relevance, interest or importance via a targeted marketing/PR strategy around current events (e.g. elections, World Cup, Olympics, economics, etc.)

2020 SILVER

Cricket Anthem

The Cricket World Cup is the biggest sporting event for Pakistanis. As the most loved sport in the country, It is one of the most important passion points and yet had been elusive for Coca-Cola for the past 23 years, with our biggest rival being official partners with everything cricket. This World Cup thus, presented a huge opportunity for Coca-Cola as it became the official partner of the event

Brand: Coke
Client: Coca Cola Pakistan
Agency: Ogilvy Pakistan
Language: English

2020 SILVER

World Pride 2019

For WorldPride 2019, Mastercard had its biggest opportunity yet to deliver real change for the LGBTQIA+ community. We shone a light on the most marginalized within that community—transgender and non-binary individuals—to identify a pain point too often brushed aside. With a product innovation (True Name) and a symbol of inclusion (Acceptance Street), we offered a simple yet powerful solution. The result was a tremendously positive response within the LGBTQIA+ community and real change driven within the financial services industry.

Brand: Mastercard
Client: MasterCard
Agency: McCann New York
Language: English

2020 BRONZE

Dekhtay Jao Khatay Jao

Bringing together Cricket, food and music for the World Cup, was a natural conclusion, especially after the success of the PSL campaign earlier in the year. To fight for eyeballs, amongst the big-budget sponsors meant a very aggressive and surgical media rollout, which was helped by the presence of  Shoaib Akhtar and Ali Gul Pir who put across the message “Dekhtay Jao, Khatay jao”… let nothing distract from the viewers match viewing pleasure. Foodpanda became the go-to app within one month of launch New customers: +81% Orders:  +60% Revenue: +44%

Brand: Food Panda
Client: foodpanda Pakistan – Delivery Hero
Agency: Adcom
Language: English

FINALISTS

McDonald's Zalmi Deal McDonald's Zalmi Deal

Sensodyne Owning cricket with Sensodyne

Sunsilk Pakistan Sunsilk Wedding Diaries 2.0