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.
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2024 GOLD
OREO Codes
Cookie sales were down at ABSCO due to declining relevance. Shoppers were spending their time walking the perimeter of the store and avoiding center store and therefore packaged cookies. We needed a compelling reason to win these shoppers back by drawing them into the cookie aisle and select OREO. Therefore, rather than fighting the perimeter traffic, we embraced it. Leveraging OREO & milk’s shared equity, we hacked milk’s barcode converting it into a visual stack of OREO - reminding shoppers every glass of milk is sweeter with OREO.
Brand:
OREO
Client:
Mondelez International
Agency:
VMLY&R Commerce
Language:
English
2023 GOLD
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
2021 GOLD
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
FINALISTS
Folgers
Shop-A-Vibe
Nature Valley
Adventure Quarters
Burger King
VENMOING VALUE BURGERS
