This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.
We fell, we stood up
Is it possible to restore brand yearly growth which declined 4 times faster than market (last 3 years), still 1,5 time more expensive than competitors without a simple and clear functional advantage? Yes! If you improve the category’s rules of communication in a disruptive way. Magne B6 talks about stress without drama but suggests smiles, leading not only to funny emojis and positive comments on the Internet, but to 15% sales increase. This success was so exceeded that factory stopped to deal with production of necessary volume for Russian market.
Brand: Magne B6
Agency: Leo Burnett Moscow
KFC Brand Turnaround
In competing for Singaporeans’ share of attention and stomach, KFC was outgunned by McDonald’s in terms of media spend, share of voice and store count. With nothing else to turn to, we leveraged the power of brand and created a distinct attitude for KFC that gave people permission to unapologetically indulge in fast-food. All of KFC communications were transformed to come with an extra serving of attitude that captured the KFC brand, reversing yearly sales decline and increasing market share for the first time since 2015.
Brand: Kentucky Fried Chicken
Client: Kentucky Fried Chicken Management Pte. Ltd.
Agency: Ogilvy Singapore
Chevrolet has over 100 years of history, but the last few have not been kind. Sales, share and brand health were all in decline, a slump that accelerated in 2008. It seemed a case of familiarity breeding contempt: people thought they knew everything there was to know, much of it negative, so many of them found Chevy irrelevant. We had to find a way to reverse the slide, and discovered that surprise could work in our favor to shatter the negative perceptions.