2016 Winners & Shortlists

Creative Execution

Partnering with Veez, we monitored the world cup using a RSS feed that was linked to World Cup news. As soon as key moments happened on the pitch, we dynamically versioned, published and promoted creative in real-time that curated on the pitch action. Be it an explosive Century, or a hard-fought victory, within 2 seconds of the action happening, the news was shared with our drinkers direct to their phones via Facebook and Twitter newsfeeds. We supported this with dynamic display roadblocks on cricket sites ESPN Cricinfo and Emirates 24:7, ensuring our drinkers didn’t miss a moment of the action.

Our cricket fans were inspired by the campaign and responded by boosting turnover a massive +13% (Feb 15 V Feb 14). In total 71 variations of the creative were published, each curating the on-pitch activities as soon as they happened. The popularity of the tournament meant we reached a mammoth 2.2 Million people through our dynamic live banners via display channels. On Facebook the live versioned posts reached and an additional reach of 4.4 Million consumers. The engagement rate for this campaign rose to 3.6% several times higher than its usual brand base. The campaign was a stand-out piece of Marketing for Unilever in 2015 and the use of real-time technology has since inspired other Unilever brands to utilize the same technology. In addition the work has been shared globally internally at Unilever and used as a global excellence case study to inspire even the developed markets.

To consumers from the Indian sub-continent, Cricket is bigger than life itself, so when the Cricket World Cup arrived in 2015, Brooke Bond Red Label consumers were desperate to see it. But there were two big problems. Cricket is dominated by a multitude of FMCG brands, each with huge budgets to spend making cut through difficult. Even more problematic for the fans though was the fact that the games were all being aired during the working day. Despite these barriers, for Brooke Bond, the prospect of their drinkers missing the game simply wasn't an option, we had to find a way of keeping them informed. We recognized that the only medium most consumers had access to, was the phone in their pocket, so with this in mind, we turned smartphones into scoreboards and brought live scores direct to user’s handsets using their social feeds.