Carpe Diem - Services
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or service in a bright spotlight and creating immediate and measurable impact.
Gigs for steps!
How to make a sharp turn in the brand image towards the direction of an active and advanced operator in a short period of time?Offer a unique service, which has no analogues on the market!Beeline launches a service that allows subscribers to change regular physical activity to free Internet.We need to tell about the service in a simple way, and most importantly not to scare away the mass audience, since healthy lifestyle is often perceived as "something fashionable, but not for me”.We needed a step out of the ordinary."Gigs for steps" - we said!
Client: VimpelCom PJSC
YOTA ad in the entry for Effie
How can a small mobile carrier increase subscriber base if the entire audience has been already divided between four giant competitors with vastly superior media resources? YOTA decided to make a bold move - to redefine traditional approach to advertising instead of trying to dress up their product. In absurdly straightforward deadpan campaign, the brand hasn’t said anything to the consumer except the only important thing: what they see is a YOTA ad. The effect was overwhelming: highest sales record of the last 1.5 years, highest-ever rate of spontaneous brand awareness, discussion on the internet, and unprecedented amount of UGC.
Client: Skartel LLC
Agency: Friends Moscow
To outgrow a shrinking category, IHOP needed to think beyond the pancake by launching new burgers. To convince an indifferent world, we needed to prove that we took our burgers as seriously as our pancakes. So we did the most serious thing possible. We changed our name to IHOb. The simple flip of a P to a b started a world-wide guessing game. Upon revealing b = burgers, we ignited a viral phenomenon that sparked cultural debate, skyrocketed burger sales, and rekindled America's love for IHOP.