Business-to-Business

This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.

2023 SILVER

Castrol Cares

The brand mechanics champions & recommends undeniably impacts Castrol’s bottom line. As a result, engine oil brands continue to seek ways to strengthen brand-mechanic relationships. "Castrol Cares" innovated beyond category norms of rewarding hardworking mechanics with meager and meaningless gifts. By prioritizing empathy, Castrol placed mechanics first, providing them with the invaluable reward of on-going healthcare in exchange for their loyalty and expertise. This win-win initiative, brought long-term positive impact to mechanics lives whilst also inspiring them to help the brand over-achieve its commercial and advocacy targets.

Brand: Castrol
Client: BP Castrol
Agency: VMLY&R Middle East
Language: English

2023 BRONZE

Small is BIG

In the midst of an economic crisis, Banque du Caire introduced tailored SME loans. Acknowledging that Egyptians needed more than just financial assistance, we initiated a campaign featuring real-life entrepreneurs, delivering not only loans but also hope. By fostering the belief that SMALL opportunities could lead to BIG success, Banque du Caire achieved substantial returns, bolstering both its brand and business.

Brand: Banque du Caire
Client: Banque du Caire
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2023 GLOBAL GRAND CONTENDER

POS Cepte (POS in your pocket) with Yapı Kredi

In 2021, the rate of carrying cash decreased due to the impact of the pandemic, and owning a POS device became important. However, in Türkiye, a large portion of the tradespeople didn’t have fixed POS because they’re doing mobile business, such as sellers in farmers’ markets, florists, taxi drivers etc. We set out to convince traditional tradespeople to use our digital POS device (POS CEPTE). Through our campaign we increased new customer acquisition by 53%. Furthermore, our TVC achieved the highest score among all industry-communications tested during the same period.

Brand: Yapı Kredi
Client: Yapı Kredi Bankası A.Ş.
Agency: RAFINERI
Language: English

FINALISTS

Grab We Hear You: Reshaping Grab's B2B Programs

Chevrolet EMPRENDIENDO SOBRE RUEDAS CON N400 DE CHEVROLET

Mastercard Gastronomy Col, PE y EC