Media Innovation - Existing Channels

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

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PROGRAM

2014 SILVER

Shaking up the category and winning

Hungry Jack's is a David in a category full of Goliaths. Outspent and outnumbered by global titans - McDonald's, KFC, and Subway - we were tasked with finding a new way to encourage people to walk past the competition and into our stores. We did this with the Hungry Jack's Shake & Win App: an industry first and entirely new revenue driver. This case demonstrates how we embraced digital technology and changing shopper habits in order to deliver a stunning amount of sales and traffic for Hungry Jacks.

Brand: Hungry Jack's
Client: Hungry Jack's
Agency: Clemenger BBDO
Language: English

2013 BRONZE

Get Away With It

People know JetBlue as an airline, but they dont know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category the first-ever online game show with never seen before promotion.

Brand: JetBlue Airways
Client: JetBlue Airways
Agency: mediahub from Mullen
Language: English

2012 GOLD

How Microsoft Created a Search Engine for a New Generation

Jay-Z Decoded was an innovative way to help Microsofts search engine Bing create competitive advantage over its much more established and out-sized rival, Google. Bing needed to increase usage and position itself as a modern choice to a younger audience that was key to growing market share, but is highly suspect of advertising and product claims. We created a strategy that used demonstration of Bing products against a big canvas in cultural to achieve a real, quantifiable gain against Google and relevancy in the market.

Brand: Bing
Client: Microsoft
Agency: Droga5
Language: English