Brand Experience: Live
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.
Budweiser Goal-Synced Arena
Budweiser had to build relevance among hockey-loving beer-drinkers in a cut-throat, declining market and break through massive hockey sponsorship clutter, led by their #1 competitor. Our response? Don’t think like a sponsor, think like a fan! Through a powerful, live activation, we literally put goal-scoring into the hands of fans, helping them celebrate their teams. We created the ultimate fan experience by building Canada’s first goal-synced arena: a broadcast integration centred on activating thousands of goal-triggered Budweiser Red-Light glasses. This highly-effective approach drove impact and deepened their connection to Budweiser.
Client: Labatt Breweries of Canada
Agency: Universal McCann
NESCAFÉ 1+2 “HAVE A CUP OF COFFEE FIRST”
Coffee has low penetration in low-tier cities as residents don’t value its stimulating benefit. Research shows the young desires the need to express themselves without disturbing the social harmony that they are so dependent on for survival in low-tier China. Hence, we position coffee as the perfect ice breaker through an invitation of “Have a cup of coffee first” --a call-to-action that used celebrities, KOLs and the right platforms to reach and convince key target audiences to embrace coffee and feel its role, which helps uplift penetration and sales.
Client: Nestlé China
Agency: Ogilvy Beijing