Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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PROGRAM
2023 BRONZE
It's not crazy. It's the Navy.
Singapore’s falling birth rates made armed forces recruitment more critical than ever. But recruitment campaigns in the category bear an uncanny resemblance to Hollywood action films, speaking to the “child” in teenage males who enjoys the action and adrenaline rush. So, here’s the truth bomb: The youths of today see these campaigns as pure government propaganda. This case documents how the Navy tapped into a powerful insight that created a highly successful campaign embracing the real, the everyday and the toughness of a Navy career at the centre of communication.
Brand:
Republic of Singapore Navy
Client:
Republic of Singapore Navy
Agency:
MullenLowe Singapore
Language:
2023 BRONZE
Mates make it Macca's
In the toughest Australian labour market in fifty years, McDonald’s Australia launched a textbook example of recruitment advertising for young Australians. Informed by staff research and employment psychology principles, the ‘Mates make it Maccas’ campaign smashed targets, beating the application objectives by 250%. This reversed the 2022 crew number downwards trend line and enabled the 1,032 restaurants to meet consumer demand.
Brand:
McDonald's
Client:
McDonald's Australia
Agency:
Akcelo Sydney
Language:
2023 BRONZE
Put your money to work
Aiming to shatter all the socio-cultural barriers that made investing seem daunting and out of reach, The campaign’s success was evident in the remarkable 87% surge in app downloads. It’s safe to say that the campaign not only increased the number of users, but also brought accessibility & excitement to the investment scene in Egypt.
Brand:
Thndr
Client:
Thndr
Agency:
FP7 McCann Cairo
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
