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.



From Hydro To Crypto

Through innovation, we transformed a hydroelectric business that solely sold electricity to the government into a data center that offers rental spaces for cryptocurrency mining using clean energy. Traditionally, crypto-mining is done using electricity from hydrocarbons, making our proposal environmentally appealing. The operational change, driven by innovation and a successful transition to a new target industry, saved us from imminent closure and allowed us to continue producing green energy, this time commercializing it as a service, thereby doubling our profit margin per kWh, and saving US$800 million dollars in assets.

Brand: Data Center CR
Client: Datacentercr
Agency: Interaction
Language: English

M&M's Messages

M&M’s needed to reverse multi-year declines on our valuable ‘core’ flavors. To do this, we needed to make our product more enticing to impulse consumers by securing more retail display space in stores. Our solution was to imagine a wholly new occasion for chocolate: buying chocolate to spontaneously celebrate everyday occasions with the people in your life, or what we called ‘impulse gifting’. As a result, we grew M&M’s product sales by as much as 2x the category, and grew penetration for M&M's by +1.5% despite category penetration declines. 

Brand: M&M's
Client: Mars Chocolate North America
Agency: BBDO New York
Language: English

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
Language: English

2021_us_2021_e-6774-601_hero_1 truth This is Quitting

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