Media Innovation - Emerging & New Channels
This award showcases those who had the insight and creativity to change the way a particular, emerging media channel is consumed or to create a new channel.
Scent By Glade®
The rise of online shopping meant that consumers could not sample our fragrances before purchasing them. To allow online shoppers to experience our fragrances in real life, Glade leveraged an overlooked part of the online shopping experience: packing pillows. For the first time ever, we turned air into an advertisement, experience, and point of purchase all in one.
Client: SC Johnson
The Laugh Tracker
The state of Tennessee was missing out on the lucrative family travel market that was dominated by well-known, heavily advertised beach destinations and Walt Disney attractions. Instead of trying to show kids would have fun in Tennessee, we proved it. We invented a wearable device that could scientifically measure fun and put it on hundreds of kids at attractions all across the state. Our findings were published on websites parents visited when planning their vacations. The proof paid off, driving an increase in tourism across the state.
Brand: Tennessee Department of Tourist Development
Client: Tennessee Department of Tourist Development
YOTA ad in the entry for Effie
How can a small mobile carrier increase subscriber base if the entire audience has been already divided between four giant competitors with vastly superior media resources? YOTA decided to make a bold move - to redefine traditional approach to advertising instead of trying to dress up their product. In absurdly straightforward deadpan campaign, the brand hasn’t said anything to the consumer except the only important thing: what they see is a YOTA ad. The effect was overwhelming: highest sales record of the last 1.5 years, highest-ever rate of spontaneous brand awareness, discussion on the internet, and unprecedented amount of UGC.
Client: Skartel LLC
Agency: Friends Moscow
Language: English, Russian