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
2019 SILVER
KFC - Scroll Thru
KFC wanted to increase its online delivery business but instead of just creating a traditional awareness campaign, the Scroll-Thru campaign hacked Facebook's ad formats to turn them into an interactive food ordering experience. We re-created the physical and human elements of the drive-thru experience in the place our Arab Youth audience like to hang out the most: the social newsfeed, so they could give into their fried chicken cravings without ever leaving it. The campaign delivered over 86,000 meals in two months, and generated more than 230% in incremental revenue,
Brand:
KFC Scroll-Thru
Client:
YUM MENA
Agency:
Memac Ogilvy
Language:
English
2019 BRONZE
The Blank Page
The Chicago Sun-Times was struggling to stay afloat due to steep declines in print journalism and structural changes. To survive, the paper needed to launch a new digital subscription, asking readers to pay for what was once free. To send a wake-up call to readers, they left their most valuable piece of real-estate – the front page – blank, asking Chicago to subscribe before it was too late. This bold appeal worked, not only making headlines across the country, but increasing digital subscriptions by 161% in just the first week.
Brand:
Chicago Sun-Times
Client:
Chicago Sun-Times
Agency:
Ogilvy
Language:
English
2018 GRAND
The Power of SHE
Companies with women in leadership perform better, but women are underrepresented. On International Women’s Day 2017, State Street Global Advisors placed Fearless Girl in New York’s financial district to ignite a conversation about the power of women in leadership. She generated over a billion impressions on Twitter in the first 12 hours. In three days she drove average daily trading volume of the SHE fund up 384%.
Brand:
State Street Global Advisors
Client:
State Street Global Advisors
Agency:
McCann New York
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
