Marketing Disruptors - Services

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

2024 BRONZE

Tubi Takes Viewers Down A Super Bowl Rabbit Hole

Tubi was a brand that virtually nobody knew about and whose revenue was stagnant. The only way to stand out in the streaming wars was to disrupt. So we disrupted the entire Super Bowl - creating one spot that told our brand’s distinctive point of view on content with no dialogue or celebrities, and another which in 15 seconds pranked a nation. Through disruption, Tubi became the top trending brand on Twitter, increased viewing time by 38%, almost doubled brand awareness, and drove successive quarters of record revenue growth.

Brand: Tubi
Client: Tubi
Tubi TV
Agency: Mischief @ No Fixed Address
Language: English

2023 GOLD

Ye Khel Mera Hai: Pakistan's First Digital Live Show

Newly launched Tamasha app had to find creative ways to get attention. Despite not having streaming rights to PSL 7, Tamasha dominated PSL screen-time and craze of cricket fans by creating a unique, live commentary-cum-roasting show; infusing it with a live quiz competition for fans to participate and win. The show’s format highlighted the community and localized features of the app, gaining it preference over competitors. This trailblazer content resulted in +15% increase in signups during PSL, Daily active users during PSL grew by 120%, sustained 60% post campaign.

Brand: Tamasha
Client: Jazz
Agency: Fishbowl (Pvt) Ltd
Language: English

2023 GOLD

Wall's Season Extension - Thand Hai Tou Kya Hua

Consumers perceive ice cream as a health hazard in winters due to the age-old myth that consuming ice-cream in winters can cause sore throat and flu. Season extension is an effort to bust that myth subtly by conveying the idea of 'Wall's ka season nahi mood hota hai'. 

Brand: Wall's Ice Cream
Client: Unilever Pakistan Limited
Agency: EPIC PICTURES
Language: English

FINALISTS

Knorr Instant Noodles BillaGram

U.S. Army What's Your Warrior?

TodaysMilitary.com Their Tomorrow