Branded Utility

This category honors marketers who are creating a product in response to the marketing or business challenged faced that is NOT being sold in order to provide utility to consumers. 

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Launch of online store perekrestok.ru

“Perekrestok” has built a federal chain and become a strong player at the traditional retail format. For business development, it was important to enter the rapidly growing e-grocery market and launch online store. It was necessary to overcome categorical barriers, developing the entire e-grocery market, but at the same time reserving the convenience of online grocery shopping for its brand. Now there is no need to go shopping, while buying food at Perekrestok.ru: you can sit, lie down, read, dream, sing, play, without leaving home, and even sunbathe.


Brand: Perekrestok
Client: Perekrestok Trading House JSC
Agency: Instinct
Language: English, Russian

Vending machines

In the cold summer of 2017 IKEA invited visitors to the parks to spend more time outdoors in an atmosphere of comfort and coziness, like at home, installing vending machines for the sale of blankets. IKEA proposal was enthusiastically accepted by residents of cities, which increased sales of blankets by 446% against the planned volume, on weekends vending machines replenished every 20-30 minutes.


Brand: IKEA
Client: IKEA
Agency: Instinct
Language: English, Russian

MyQuit Support Program

To provide meaningful support to smokers resolved to quit—but challenged by the behavioral and time management changes required—we created the MyQuit app and eCRM programs to offer personalized support to attune quitters to their smoking triggers, reinforce effective craving management, and track and celebrate progress throughout the quit journey. MyQuit powered a 143% brand lift for the Nicorette and NicoDerm brands, and, more critically, drove 54% of participants to complete the 8- or 12-week program successfully without relapsing.


Brand: Nicoderm CQ
Client: GSK
Agency: Wunderman Health
Language: English

2019_ca_2019_e-164-159_hero_1 Canadian Paralympic Committee The Paralympic Network
2019_us_2019_e-3698-072_hero_1 Google Cloud Ask the Cloud
2019_us_2019_e-3834-178_hero_1 American Express American Express Coachella 2018
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