The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
The Walking Dead. Episode 17.
What should you do when the main role actor announces leaving the show just before the new season premiere? - to launch zombie apocalypses: 17th interactive voice episode of The Walking Dead, those users could pass through with by voice only, chatting with Yandex Alisa. The episode was listened more that 1M times, 7M became aware of the episone and the new season and as a result number of FOX channel subscribtions (the channel reach) increased 15%, that is 3 times higher than benchmark for this kind of campaigns
Brand: FOX TV channel
Client: Fox Network Group Russia. FOX TV channel
Each cold/flu season Mucinex fights to regain attention. But with top-of-mind awareness stalled and national consideration shifting to something totally unrelated to sickness—The Big Game—we needed to shake things up. To refocus people on real sickness, we leveraged an insight about faking sick the day after the game. Super Sick Monday was the result. It inserted Mucinex into the national big game conversation, helped us own the Monday after and sparked a phenomenon. Within a week we generated 1+ billion impressions and nearly doubled our TOM awareness.
Client: Reckitt Benckiser
Agency: McCann New York
Turning Their Tweets Against Them
Wendy’s was known for Spicy Nuggets and for Twitter “savagery” at the onset of 2017. When Spicy Nuggets were inexplicably taken off their menu later that year, customers took to Twitter to complain. Burger King needed to launch their own Spicy Nuggets online while simultaneously stealing Share of Voice from Wendy’s, but had less than 1% of the overall product marketing budget to do so. What would disrupt the feeds of fickle Millennials averse to marketing messaging? Turns out a smart, low-cost paid media tactic can do the heavy lifting.
Brand: Burger King
Client: Burger King
Agency: MullenLowe U.S.