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
2018 SILVER
Erste housing loan campaign
Banka srednje veličine u istovremenoj borbi sa snažnijom konkurencijom i negativnim mentalitetskim predrasudama prema kategoriji proizvoda uspeva da optimalnim sadejstvom kvaliteta ponude i komunikacije klijentima vrati osećaj pripadanja i ukorenjenosti u identitetu time što na relaksiran i duhovit način razrešava delikatnu egzistencijalnu problematiku izazivajući identifikaciju i empatiju uz jasnu prezentaciju ostvarivog rešenja. Na ovaju način, Erste Banka u 2017. godini ostvaruje učešće od 15% plasmana čitavog tržišta stambenih kredita što je izuzetno visok udeo za banku ove veličine i medijske prisutnosti.
Brand:
Stambeni kredit
Client:
Erste Bank
Agency:
Executive Group
Language:
Serbian
2017 GOLD
Reword: Changing Online Bullying Behaviour
Bullying has moved from schoolyards to social media, but kids don’t realize the effect their words can have. So, we created Reword, the first real-time alert for online bullying. Using a red strikethrough to prompt young people to reconsider abusive language, Reword helps develop their moral compass by teaching them to self-regulate hurtful comments before hitting send. Within six weeks, the tool was installed on 150,000+ computers; 84% of insults were reworded; and most significantly, we saw a 67% reduction in bullying behavior per user. Reword is creating a new generation that respects each other – online and in real life.
Brand:
headspace National Youth Mental Health Foundation
Client:
headspace National Youth Mental Health Foundation
Agency:
Leo Burnett
Language:
English