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.
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2023 GLOBAL GRAND CONTENDER
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
2022 GLOBAL GRAND CONTENDER
2022 GLOBAL GRAND CONTENDER
Small Business Drive
How do you sell a car built for urban exploration in a city where there's little left to explore? Lexus needed to launch the UX — a tiny SUV built for urban exploration. But the world's most expensive property market pushed interesting places to the brink. 'Small Business Drive' connected drivers craving to explore with small businesses waiting for discovery. A personalised test-drive drove prospects to hidden gems that matched interests. The innovation put Lexus into a top 3 market position and was opened up for other brands to join.
Brand:
Lexus
Client:
Inchcape Group
Agency:
TBWA Hong Kong
Language:
English
FINALISTS
PepsiCo (J7, Chudo, Bio Max, Domik v Derevne)
"Breakfast battle" from PepsiCo and Pyaterochka
Lay's & Pepsi
"People’s exclusive" feat. Timothy and Nadezhda Babkina from PepsiCo and Pyaterochka
J7 Fresh Taste
J7 Fresh Taste. Hot News From Chilled Juice
