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.)

2023 BRONZE

Tigres del Ahorro - Mibanco

En una coyuntura donde se acumulaban noticias sobre corrupción, nuestra campaña midió la temperatura del momento y empatizó con la indignación colectiva dándole una voz. Usando códigos populares, representamos a los corruptos como ratas, y en contraposición a las personas honestas, que valoran su dinero bien ganado y lo ahorran, como Tigres. Al exponer lo que ocurría en el país logramos una gran recordación en la campaña y aumentamos en 69.1% el monto de depósitos y casi duplicamos el número de cuentas de DPF, entre AGO-DIC 2022 vs 2021.

Brand: Mibanco
Client: MIBANCO - BANCO DE LA MICROEMPRESA S.A.
Agency: Circus Grey
Language: Spanish

2023 BRONZE

Careem Food - WorldCup Campaign 2021

Careem Food was in its infancy & eagerly looking to up it's brand awareness. In the T20 World Cup, we found the perfect opportunity to piggyback off of the ongoing online cricket conversation, particularly Pakistan's rivalry with India, England & New Zealand to deliver on a food campaign offering refunds to customers if Pakistan won the match on that particular day. The campaign took off better than we ever imagined, propelled by Pakistan's phenomenal performance against India (152-0) and put Careem at the center of the celebratory meme conversations online.

Brand: Careem Food
Client: Careem
Agency: Careem
Language: English

2023 BRONZE

Oreo 75Years Freedom Cookie

A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well! Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie! A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.

Brand: Oreo
Client: Continental Biscuits Limited
Agency: Alt Story (Pvt.) Ltd.
Language: English

FINALISTS

McDonald's Zalmi Deal McDonald's Zalmi Deal

Sensodyne Owning cricket with Sensodyne

Sunsilk Pakistan Sunsilk Wedding Diaries 2.0