This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.
A Very different Christmas
This is not a story about a big-budget retailer achieving growth by following the usual Christmas playbook and creating a big, tear-jerking Christmas campaign. No, this is a story about how a challenger with a decreasing share of voice defied the unspoken advertising rules of Christmas.
By bringing Christmas forward, Very successfully dodged the post-2020 retail freefall, maintained gross revenue and delivered a total profit ROI of £9.01 - a return that puts the business in the company of the celebrated big-guns. A perfect example of a creative marketing idea (and related change in media approach) that transformed commercial outcomes.
Agency: Grey London
We Will Grow Again: how B&Q won over the UK’s gardeners by making plants matter
Spring - when the UK gets back outside and starts working on the garden - is the most important seasonal trading period at B&Q. But as March 2021 drew nearer, B&Q had a weakness - many plant shoppers were staying away, preferring specialist garden centres. So it launched We Will Grow Again - B&Q’s most ambitious seasonal campaign yet - to grow credibility among sceptical gardeners, and win back those who didn’t consider shopping at B&Q for plants. The campaign was a runaway success.
Agency: Uncommon Creative Studio
Share in the true spirit of Ramadan
Whilst most avoid the potential backlash of culturally-insensitive advertising during Ramadan, McDonald’s simply couldn’t. Not when it repeatedly impacts our bottom-line. Instead of fighting a month of self-restraint with food-romance, we crafted a gripping narrative. This Ramadan, McDonald’s became the vehicle for all to share in the spirit of the holy month. Featuring the “Happy Sharing Box”, we showed how a simple act of sharing elevates Ramadan from being about connections amongst Muslims to connections amongst Singaporeans. And in sharing we too received: 11.5% increased sales, 20% increase on McDelivery.
Brand: McDonald's Singapore
Client: Hanbaobao Pte Ltd
Agency: DDB Group Singapore