Seasonal Marketing- Services

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2023 SILVER

The Homecoming

In a competitive promo-centric furniture retail category of rational persuasion, Home Centre sought to strengthen ‘emotional connection’ and ‘brand respect’. We focused on the tension that many children don’t have families and homes, but owing to complexities, it isn’t easy for families to adopt or foster. And we launched, “THE HOMECOMING”; the first-ever initiative by a brand in the region to encourage, enable and celebrate adoption, including through fostering. Through a cross-platform and persistent plan, first, we inspired and encouraged, overcame negativity, then, we enabled and finally, we celebrated.

Brand: Home Centre
Client: Home Centre
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2023 BRONZE

Yas Yas Baby

No other destination in the world can offer the diversity of experiences that Yas Island does in a single day. Despite this, Yas Island was still being impacted from the remnants of the pandemic, consumer alternatives due to proximity, and a lack of top-of-mind awareness when it came to staycations for UAE families. To change this perception, we reconceived a classic piece of pop culture, creating the catchiest summer anthem while showing everything Yas Island has to offer UAE families.¦No other destination in the world can offer the diversity of experiences that Yas Island does in a single day. Despite this, Yas Island was still being impacted from the remnants of the pandemic, consumer alternatives due to proximity, and a lack of top-of-mind awareness when it came to staycations for UAE families. To change this perception, we reconceived a classic piece of pop culture, creating the catchiest summer anthem while showing everything Yas Island has to offer UAE families.¦No other destination in the world can offer the diversity of experiences that Yas Island does in a single day. Despite this, Yas Island was still being impacted from the remnants of the pandemic, consumer alternatives due to proximity, and a lack of top-of-mind awareness when it came to staycations for UAE families. To change this perception, we reconceived a classic piece of pop culture, creating the catchiest summer anthem while showing everything Yas Island has to offer UAE families.¦No other destination in the world can offer the diversity of experiences that Yas Island does in a single day. Despite this, Yas Island was still being impacted from the remnants of the pandemic, consumer alternatives due to proximity, and a lack of top-of-mind awareness when it came to staycations for UAE families. To change this perception, we reconceived a classic piece of pop culture, creating the catchiest summer anthem while showing everything Yas Island has to offer UAE families.¦No other destination in the world can offer the diversity of experiences that Yas Island does in a single day. Despite this, Yas Island was still being impacted from the remnants of the pandemic, consumer alternatives due to proximity, and a lack of top-of-mind awareness when it came to staycations for UAE families. To change this perception, we reconceived a classic piece of pop culture, creating the catchiest summer anthem while showing everything Yas Island has to offer UAE families.

Brand: Yas Island
Client: Yas Island
Agency: Momentum MENA, Dubai
Language: English

2023 BRONZE

This Is You Learning

Pearson+ needed to increase subscriptions by building brand awareness and interest — to become students’ preferred education partner. We succeeded by showing that with Pearson+ students can find their learning flow — and gain the headspace to fall back in love with learning. The highly effective “This is You Learning” campaign drove 58.2% increase in iOS downloads. Through generating buzz for Pearson+ where Gen Z spend the most time, brand social buzz increased +40%, and Google searches increased +26%. And cost per conversion improved 33.6%.

Brand: Pearson
Client: Pearson Education
Agency: VMLY&R
Language: English