Commerce & Shopper: Media Innovation

​Changing the rules to maximize conversion.  This award showcases those who had the insight and creativity to change the way a particular media channel is consumed or to create a new channel.



AAA insurance Rickrolls America

Category leaders outspend us 50 to 1. We had to be smarter, and media work harder to break through. We needed a Trojan Horse for trust and values messaging. Something so highly shareable it could cut through competitor clutter. On the 35th anniversary of the internet’s most beloved song and / meme phenomenon, we reinvigorated Rickrolling, to sharing our brand message. We recreated Rick's iconic music video and led with mysterious QR code message to Rickroll America in a campaign that encapsulated AAA's trust positioning: insurance ≠ InsurAAAnce from AAA.

Brand: AAA Insurance
Client: California State Automobile Association (CSAA)
Agency: Deloitte Digital
Language: English

Ring King

With competitors investing big media dollars to reign supreme in the delivery space, we needed to innovate to promote Burger King’s Uber Eats partnership. That’s where the Ring doorbell camera came in. By having the King himself make hundreds of deliveries to homes with Ring doorbell cameras, we hacked how people use their cameras and turned the front door into a powerful content creator that activated our target. We doubled conversation about Burger King delivery and drove Uber Eats sales growth by 93% with just $300K.

Brand: Burger King
Client: Restaurant Brands International
Agency: MullenLowe U.S.
Language: English

Sally Hansen & Snapchat Nail Augmented Reality Partnership

Sally Hansen Miracle Gel created the first-ever nail augmented reality experience on Snapchat that drove ulta.com sales to a triple digital sales increase YoY, and gave users a digital try opportunity when they couldn’t go to their favorite salon.

Brand: Sally Hansen Miracle Gel
Client: Coty
Agency: Zenith
Language: English

2023_us_2023_e-7778-255_hero_1 Nature Valley Adventure Quarters

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