Marketing Innovation Solutions
This category awards single marketing activities or entire marketing programs. Cases may include actions or business ideas that have had an exceptionally positive impact on the market position of a brand, product or service.
The Whopper Detour
BK needed to generate excitement for its revamped mobile app with order-ahead functionality. Rather than using a typical coupon, we leveraged a powerful insight: With the new BK App, anywhere can be a place to order a Whopper – even a McDonald’s, turning their much larger footprint into ours. Rewarding customers with a $0.01 Whopper (when ordered from McD’s), we invited consumers to engage in the trolling fun, hitting #1 on both app stores, generating 1.5 million downloads in just 9 days, and an ROI of 37:1.
Brand: Burger King
Client: Restaurant Brands International
Agency: FCB New York
Alepa Block Wish
Alepa Block Wishes transformed the way in which grocery stores determine their supply in Finland. With the help of a Facebook Messenger mobile phone chatbot, customers were able to request for their favourite products to be added to the shelves of their local Alepa store. By building Block Wishes inside of media that Alepa customers actively used. We managed to evolve from prehistoric Alepa store chain into a network of corner stores to hip local shops with unique selections.
Brand: Block Wish
Agency: SOK Media
RTMC In-house Digital Marketing Solution
The Philips RTMC is a truly unique in-house social performance team. Being 100% dedicated, sitting and partnering on-site with the Philips Brand Leads in HQ, it has transformed the performance of paid social and infused an entrepreneurial social first way-of-working across the Division. With media strategy, content development, campaign management all organised into integrated campaign delivery squads, the RTMC is able to respond to changing campaign performance through real-time optimisations of creative, strategy and media spend. Its also been proved to be more effective and performant that local in-market agencies.
Agency: Ogilvy Social Lab