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

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

2014 SILVER

How the Moon Helped Corona Find Its Beach in NYC

This is the story of how a brand that has invested over 30 years building equity in being the ultimate daytime beer was able to expand on that equity to claim the New York City night. Working with planetariums and universities, every angle was planned and calculated to create Luna Corona, the first celestial, interactive billboard event. With a little help from the moon, the Luna Corona phenomenon garnered buzz around the world and helped Corona realize a 7.9% increase in depletions in New York City versus the prior year.

Brand: Corona Extra
Client: Crown Imports LLC
Agency: Cramer-Krasselt
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