Media Innovation - Existing Channels

This award showcases those who have the insight and creativity to change the way a particular media channel is consumed. 

2015 BRONZE

Made With IBM

To drive IBMs credentials in Social, Mobile, Analytics and Cloud we reinvented Sports Sponsorship TV advertising. We dedicated the entirety of our Masters Tournament Inventory to an unprecedented stream of almost 70 unique commercials showing the value being Made with IBM: a 35 Minute Documentary, Interrupted by Golf. By solving the ad nauseam of endlessly repetitious commercials, we dominated Masters buzz (3x the mentions of the other sponsors combined). We transformed perceptions, and drove a $3.5BN increase in category revenue.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather
Language: English

2015 BRONZE

Lowe's FixinSix: Reaching Millennials with Mobile Video

For Lowes, Millennials are the first-time and soon-to-be homeowners we want to shop with us for years to come. But we needed to connect with them on their terms: where, when and how they prefer. So we launched Fix in Six, a social video campaign that uses six second videos to provide smart, simple solutions for common issues around the home. This is the kind of useful content they seek from brands and in the manner they desire. The campaign successfully doubled the engagement rate with Millennials on social media.

Brand: Lowe's Home Improvement
Client: Lowe's Home Improvement
Agency: BBDO New York
Language: English

2014 GOLD

100% Natural. Seeded.

How a ketchup brand (Kissan) drove conviction around its claim of Made from 100% real tomatoes by not plainly advertising it but making people experience it in real life to gain from it.

Brand: Kissan
Client: Hindustan Unilever
Agency: Lowe Lintas
Language: English

FINALISTS

Frosted Flakes Tony the Tiger on Twitch: The First Mascot Turned Streamer

Hyundai Hyundai Questions Everything (Right Down to Its Media Buy)

Tide Tide #LaundryNight