Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
The More the Merrier: ALDI's Christmas invite that opened up Aussie hearts, minds and wallets
ALDI knows how to make miracles happen at Christmas, transforming what should be our most vulnerable time of year as a discount supermarket into the most successful period for the business each year. This is the story of how we unlocked new momentum and cultural resonance by celebrating Aussie generosity at Christmas, despite being up against unforeseen market forces in the lead up to Christmas. The campaign was ALDI’s most effective Christmas campaign to date.
Brand: Aldi Australia
Oh Henry! 4:25
In 2017, millennial Canadians were only driving 7.7% of all Oh Henry! sales. To improve share among millennials, the brand decided to create a new, limited edition variant to relieve a specific hunger popular among the target, the munchies (cannabis induced hunger). The creation of Oh Henry! 4:25 achieved a 0.4 pt lift in household penetration among millennials, an expedited return to 2016 levels all while avoiding cannibalization of Oh Henry!. Additionally, the campaign generated 69 million earned media impressions and improved all measured brand health metrics.
Brand: Oh Henry! 4:25
Client: The Hershey Company Canada
KFC TV Shopping
KFC reinvented TV Shopping and for the first time in brand history live-streamed its own “TV Shopping” on VK.com page. We changed the communication around the Anniversary Basket as a product: now it’s not an iron bucket that we buy with our favorite fried chicken, but also an independent product - a stylish accessory, a fashionable gadget and what not. And the entire stock of baskets was sold out in two days, instead of two months!
Client: YUM! Restaurants International Russia CIS / KFC
Agency: RODNYA Creative PR Studio