Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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2022 SILVER
Shoes for your hands
What does an impending death bell sound like to a brand? For Campus, India’s largest shoe brand, it was the realisation that the youth in the world’s youngest country would rather buy fakes of international brands than be associated with a brand uncool to their generation. This case illustrates how Campus was able to prop itself as a legitimately fashionable brand and increase sales by 34% for the festive quarter by communicating to the youth in India’s national language – dance. Just one that has never been seen before.
Brand:
Campus Shoes
Client:
Campus Activewear
Agency:
The Womb Communications
Language:
English
2022 BRONZE
Disconnect Screens to Connect to Country
"Despite efforts to reconcile, systemic racism continued to oppress Indigenous Australians. To start to overturn this, we needed to connect with First Nations cultures, like never before. We threw out the rule book and tackled an issue seemingly outside our remit: over 60% of teens were suffering from sleep deprivation caused by excess online consumption. It was the ultimate Trojan horse manoeuvre. Dreamy fused the ancient tradition of storytelling, with modern-day podcasting. The stories disconnected teens from the addictive virtual world; consequently, connecting them to First Nations cultures and Country."
Brand:
Dreamy
Client:
Common Ground
Agency:
Ogilvy Sydney
Language:
English
2021 BRONZE
Whatever
How does a fizzy drink that’s fizzling out, with no positive sentiment among drinkers in a shrinking soft drinks category, go to bat against goliath Coca-Cola during a global pandemic? By embodying the zeitgeist of its Gen. Z drinker: “Whatever.” Results? RC Cola reversed the sales decline caused by the government’s sugar tax, increased sales of flagship RC Cola Mega by 67%, and raised positive sentiment about the brand by 25% during a pandemic—when Filipinos had no reason to be drinking a celebratory soda.
Brand:
RC Cola
Client:
ARC Refreshments Corporation
Agency:
GIGIL
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
