This category will honor those efforts that successfully communicate to teens or young adults.
Cobalt Card Launch: You do You
In 2017, American Express Canada launched the Cobalt Card in order to win with millennials. The campaign was one of the most successful launches in Amex Canada's history achieving 84% more applicants in its first month vs Amex’s two largest card launches in the last 10 years, delivering higher card spend vs comparable Amex cards, and improving brand equity and acquisition amongst customers who were almost 10 years younger than Amex’s average cardmember. Key to our success, was positioning Cobalt as the card that lets you do you.
Brand: American Express
Client: American Express
What Are We Allowing
STC’s Tuby is the first Saudi specific child-safety app blocking inappropriate content. But how can we show parents the evolving nature of online threats and increase app usage? We show them what they don’t see. First, through a shocking film exposing parents to kids performing dangerous viral challenges. Then, we fueled the much-needed conversation with a stunt where a famous actor posed as a predator, and through innovative radio ads strictly targeting parents. The eye-opening campaign helped rank the app amongst the top downloads in the country.
Brand: Saudi Telecom Company
Client: Saudi Telecom Company
Agency: J.Walter Thompson
In a market dominated by our competitor and targeting an audience notoriously hard to reach, we needed to stand out and be disruptive. That’s why we didn’t just launch a campaign, we created a social movement and encouraged teens to make it their own.
An approach that had a domino effect and drove Coca-Cola’s sales volume by more than 90% while sparking social conversations all over Iraq in only 3 months. Ultimately making Coca-Cola the summer drink that physically refreshed and mentally uplifted Iraqis hot summer.
Client: Coca-Cola Middle East
Agency: Memac Ogilvy Dubai