New Product or Service

Any communications effort used to introduce a new product or service that is not a line extension.

2021 SILVER

NHS Covid-19 App Launch: Saving lives with an app

It would literally have been a crying shame if the NHS Covid-19 app launch had not been successful. As ever these days, there were plenty of people happy to cast doubt on the technology & peddle conspiracy theories. Yet here was technology that could genuinely make a difference by isolating cases & preventing forward infection…as long as we could overcome the widespread negativity. We would get just one shot at the launch. By understanding people’s underlying motivation & leveraging behavioural science, we more than doubled the download level of other countries. This directly prevented 594,000 infections & 8,700 deaths.

Brand: DHSC, NHS Test and Trace & HM Government
Client: Cabinet Office
Agency: MullenLowe London
Language: English

2021 BRONZE

From ‘Who?’ To Hero: How Cazoo disrupted the used car market in 12 months.

In early 2020, ‘cazoo’ meant a plastic musical instrument.
By the end of 2020, Cazoo was an established player in the used-car marketplace. It'd become the fastest British business to achieve unicorn status, with expected 2021 revenues approaching £1billion.
Marketing played a critical role. It turned a completely new, unknown brand name, into a familiar, trusted one. It convinced consumers that the notion of buying a used car online, without seeing it – let alone test driving it – is a good idea.
Achieving that in 5 years would’ve been remarkable.
Achieving it in 1 year is arguably unprecedented.

Brand: Cazoo
Client: Cazoo
Agency: ENGINE UK
Language: English

2020 GOLD

Migros Ice Tea Beats

Mit Ice Tea Beats ist es gelungen, eine Eisteekreation (Wassermelone/Kiwi) in Co-Creation mit den Konsumenten zu entwickeln, die auch lange nach der Kampagne von weit mehr Kunden gekauft wurde als alle bisherigen top Ice Tea-Neuheiten. Der Insight, dass Töne und Musik eng mit dem Geschmackserlebnis verbunden sind, wurde digital übersetzt: Jede Zutat bekam einen anderen Sound oder Beat im Soundmixer. Die Kombinationsmöglichkeiten waren nahezu unendlich und jede neue Kreation wurde zum einzigartigen Musikhit. Auf Knopfdruck wurde zu jeder Eingabe ein individuelles Musikvideo erstellt, das mit der Welt geteilt werden konnte. Dieses Zusammenspiel aus Technologie (Digital Touchpoints, mobile-first, Motion-Design), Musik (multisensorische Geschmackserfahrungen) und POS-Erlebnis (Probierkäufe) umfasste die gesamte Customer Journey.

Brand: Neue Sorte Kult Ice Tea
Client: Migros-Genossenschafts-Bund
Agency: Wunderman Thompson Switzerland AG
Language: German

FINALISTS

Old Bay Old Bay Hot Sauce

Erstes Bärenschutzzentrum der Schweiz – Verbindung von nachhaltigem Tierschutz & innovativem Tourismus Arosa Bärenland

The Heart Foundation Australia Australia's worst serial killer