Marketing Disruptors

This award honors efforts that grew their business / brand by changing the marketing model in ways that drive the industry forward.  

2023 GOLD

Self Check-out

Breast cancer checks are scary, so women procrastinate under the excuse of having no time, claiming they’ll do it ‘soon’. Now, women in UAE weren’t prioritizing 5 minutes to self-check but were spending over 60-minutes-a-day browsing e-commerce platforms. So, we created, “Self Check-out”, a first-of-its-kind self-check guide from K-Lynn, a lingerie retailer, hijacking women’s lingerie-buying experience, converting lingerie models into self-check teachers. We disrupted the e-commerce platform transforming the lingerie range on owned media channels into a self-check guide for women. A change in the e-commerce platform that drove change.

Brand: K-Lynn
Client: K-Lynn
Agency: Publicis Groupe - Leo Burnett Middle East (United Arab Emirates)
Language: English

2023 SILVER

The Lay's Heist

CHALLENGE: Drive incremental growth by tapping into a new occasion association- own evening screentime consumption through Netflix partnership & big idea. INSIGHT: Consumers seek a more exciting and elevated snacking experience that matches their PM screentime / Netflix experience. IDEA: Every Master Plan needs Lays. Inspired by Netflix Money Heist: Korea - Joint Economic Area partnership- we created our own Lay’s Heist for Saudi Arabia. Disruptively we hijacked Lay's social, OOH/billboards & supermarkets across KSA to draw attention followed by a masterplan reveal of three new flavors.

Brand: Lay's
Client: PepsiCo AMESA
Agency: Science & Sunshine
Language: English

2023 BRONZE

The Out-of-this-world Football Match

The first World Cup held in the Middle East was a priceless opportunity for Mastercard to celebrate its partnership with the game and grow purchase volume. But as a non-sponsor, standing out would be difficult. To overcome on-ground restrictions, we created the first out-of-this-world football match and the most successful campaign of any kind for Mastercard MEA. We set a new world record. Reached billions. And, more importantly, grew purchase volume. Proving the Middle East’s biggest spectacle wasn’t the World Cup, but Mastercard’s Zero G.

Brand: Mastercard
Client: Mastercard
Agency: FP7 McCann Dubai
Language: English

FINALISTS

James Hardie Changing the Way Australia Builds

IPDC IPDC Child Marriage Prevention Loan

Samsung iTest: Comparing Apples with Androids