Media Content Partnerships
This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising.
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2017 SILVER
Extra, The Bachelor and Woolworths - a mutually rewarding love story
This is the story of a mutually rewarding love story between Extra, The Bachelor and Woolworths.
In truth, it looked unlikely to blossom; declining gum buyers, a big battle over $2 small change, disappearing distribution and the only market in the developed world where gum is more expensive than chocolate.
Yet a shift to an emotional strategy, real-time messaging and a ‘love each other’ mentality turned adversity into record category growth, record Extra value sales growth, a record 9 consecutive weeks of high RSV and thousands of new gum lovers.
Brand:
Extra Gum
Client:
Wrigley Pacific
Agency:
Clemenger BBDO
Language:
English
2017 SILVER
Lanzando una celebridad
Postobón S.A llevaba más de 20 años intentando lanzar al mercado una gaseosa con sabor a Toronja capaz de competirle a Quatro. A lo largo de ese tiempo completó tres lanzamientos fallidos y aún así en el 2016 decidió volverlo a intentar. La apuesta era clara debíamos lanzar una gaseosa y posicionarla en un publico muy difícil: los jóvenes de hoy. Este caso narra como un artista llamado Sr. Toronjo no solo se volvió famoso sino cómo su gaseosa logró apoderarse de más del 30% del mercado de su competencia.
Brand:
Sr. Toronjo
Client:
Postobón S.A
Agency:
Sancho BBDO
Language:
Spanish
FINALISTS
Carnival Cruise Line
Carnival x Amazon Partnership
Centro Cuesta Nacional
Dominicano Soy
Google Pixel
Pixel RePresents
