The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
Inconvenience Stores - Turning an everyday errand, into another reason to ride.
In the era of customer centricity and ease, the last thing you would expect from an insurance brand would be to make things inconvenient for their customers… But that’s what Swann Insurance did to disrupt the category and deliver profitable market share. By creating ‘Inconvenience Stores’ in the middle of nowhere yet at the end of some of Australia’s most epic rides, Swann Insurance gave riders a ‘reason to ride’ and demonstrated to motorcyclists that they understood them and their need to feel free on the open road. By flipping the notion of convenience in a way our customers understood; Swann Insurance drove a 52.2% increase in revenue within a flat market with a profit ROI of 453%.
Brand: Swann Insurance
Client: Swann Insurance
Agency: CHE Proximity
Russia’s first innovative integration of the McDonald's brand into the largest national navigation service – Yandex.Navigatordex.Navigator
McDonald's is the leader of the Drive Thru (DT) service for drivers. However, the growth rates of competitors' restaurants with DT service make it necessary to strengthen measures to protect the leading positions. The main criteria for visitors when choosing a restaurant is accessibility. Therefore, it is extremely important to win the battle for the drivers' attention. Being present in the right channels at the right time becomes the key task. Moreover, with the development of mobile Internet and technology, the mobile phone has become the number one in obtaining information. That is how the idea of the first integration of brand into Yandex Navigator navigation service was born.
Agency: OMD Optimum Media
Tribute to Savings all over Guatemala
BI wanted to increase savings share, it transformed the saving icon into a giant influencer. • Increase savings 25% and 30% of accounts in the interior of Guatemala. • Exceed savings in 25% and 40% of accounts in the metropolitan area. 22 giant Tecolotes became art pieces. Their image was the basis of the communication. • There was an increase of 43% in savings and 68% en new accounts in the interior of Guatemala. • Savings increased in 61% and 77% in new accounts in the metropolitan area.
Brand: Banco Industrial
Client: Banco Industrial
Agency: El Taier DDB Centro