effieAWARDS
Pakistan
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Effie Awards
Effie Pakistan is a not-for-profit initiative with the mission to champion and improve the practice and practitioners of marketing effectiveness. It honours the most significant achievement in marketing communications: ideas that work.
It is an affiliate programme of Effie Worldwide that is committed to inspiring and celebrating effective marketing and marketers globally. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie recognizes effectiveness worldwide with the Global Effie, 4 regional award programs and some 49 national programs.
With hand-and-body segment on decline in Skincare category, what will the leading hand-and-body players POND'S do? The journey of POND'S becoming the leading facecare expert brand in Pakistan with launch of it's brand new POND'S Super Light Gel.
Enter the Chillverse
Award Level
Gold
Award Category
Youth Marketing
Campaign Title
Enter the Chillverse
Brand
NESCAFÉ Ready to Drink (RTD)
Client 1
NESTLE PAKISTAN
Lead Agency
RED Communication Arts (Pvt) Ltd
Lead Agency 2
Contributing Agency 1
Publicis Media Pakistan
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
The campaign helped achieve a staggering increase in Awareness of 13% and 11% in Consideration, the BHT imageries improved by an average 8% on Innovation, trendiness and Youthfulness and Price worth increased by 14%. This was also reflected in media results where we achieved 17 mio+ consumers, 127 mio+ Impressions, VTR of 45% (highest ever achieved for Nestle), 50% SOV on Tiktok, Meta CPM of PKR 59 vs. planned PKR 65 and DV 360 CTR of 1.2% vs. 0.1%. The Business achieved a 48% sales growth.
Pepsi – Thematic (Why Not Meri Jaan – Ride For Change)
Award Level
Gold
Award Category
Positive Change: Social Good - Brands
Campaign Title
Pepsi - Thematic (Why Not Meri Jaan - Ride For Change)
Brand
Pepsi
Client 1
PepsiCo
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Cheil Worldwide
Contributing Agency 1
Starcom Pakistan
Contributing Agency 2
BBDO Pakistan
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
This effective campaign strategically engaged a demographic of young females previously disconnected from the Pepsi brand. It seamlessly integrated a powerful Brand-Say, offering a disruptive brand POV on female mobility through a thematic, with impactful Brand-Do initiatives, like training 10,000+ university-going females, issuing learner licenses, and reaching over 100,000 through university programs. Together this not only resulted in notable business outcomes, but also made a significant societal impact by through the 'Why Not' platform, effectively shifting societal narratives on female mobility, achieving both brand equity and positive social change.
Daraz Long Term Value Creation – ROI
Award Level
Gold
Award Category
Performance Marketing
Campaign Title
Daraz Long Term Value Creation - ROI
Brand
Daraz
Client 1
Daraz - Alibaba Group
Lead Agency
Daraz - Alibaba Group
Lead Agency 2
Contributing Agency 1
Daraz - Alibaba Group
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
This LTV ROI model that we made was born in PK forming a link between performance marketing and business profitability. Performance marketing focuses on immediate action whereas this model uses statistical methods to correlate financial progress combined with long term value extraction of a user mixed with country’s economic output against the marketing cost invested.
This kind of performance marketing approach is not only new to Pakistan but in our region. It has now become standard in Alibaba business from Southeast Asia to Turkey.
Jahan Maamta Wahan Dalda
Award Level
Gold
Award Category
Culinary
Campaign Title
Jahan Maamta Wahan Dalda
Brand
Cooking Oil
Client 1
Dalda Foods Limited
Lead Agency
MullenLowe Rauf (Pakistan)
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Rabia Abdul Qadir|Taqi Naqvi|Faisal Hidayatallah|Sherzaman Khan|Saad Ahmed|Maheen Alam|
Summary
Dalda's commitment to motherhood through generations. An ally of Pakistani Moms.
Daraz – Redefining The Influencer Landscape
Award Level
Gold
Award Category
Influencers
Campaign Title
Daraz - Redefining The Influencer Landscape
Brand
Daraz
Client 1
Daraz
Lead Agency
Daraz
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
We have changed the industry on our own where we have converted how business is done in influencer marketing. A marketing initiative that transcends from a strategy to building a pool of 2,500 affiliate influencers with technology binding the journey to track content with link click to order generating a GMV of $3.5m.
This was possible by making an influencer part of the sale journey. Influencers selected their favorite products, creating content without any brand direction not diluting the credibility creating high attention and conversion rates.
Peek Freans Gluco Kahani – The Book and The New Rhyme
Award Level
Gold
Award Category
Branded Content
Campaign Title
Peek Freans Gluco Kahani - The Book and The New Rhyme
Following the success of Gluco Kahani's debut in February’21, the challenge was to keep the platform alive through organic-views rather than relying on investments for digital-boosting. We kickstarted by unveiling a new rhyme that pertained to the events surrounding the flood-situation in Pakistan. To extend beyond the digital-realm, we introduced the Gluco-Kahani book, ensuring that the platform reaches every household in tangible form. The platform grew by 63% YouTube subscribers and 1mn+ organic views, surpassing industry-benchmarks. The book reached 250,000+ school children and is now integrated into the Veritas-Learning-Circle curriculum.
Pepsi – Product & Brand Restage (Why Not Meri Jaan) – 2021/22/23
Award Level
Gold
Award Category
Renaissance
Campaign Title
Pepsi - Product & Brand Restage (Why Not Meri Jaan) - 2021/22/23
Brand
Pepsi
Client 1
PepsiCo
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Cheil Worldwide
Contributing Agency 1
BBDO Pakistan
Contributing Agency 2
Starcom Pakistan
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Pepsi Product & Brand Restage (Why Not Meri Jaan)Pepsi had been struggling on product credentials, brand relevance and distinction - resulting in year-on-year decline in market share and household penetration.This comprehensive product & brand restage in 2021 managed to deliver a break-through turn-around for Pepsi, delivering Share Gain after 15 years!
eidipaisa was launched as a solution to bridge the phycial gap in covid era, however, since the initial launch of the campaign spread to become a household name, the campaign is now a symbol of digital transactions for every culturual and traditonal event.
Daraz – Building eCommerce Penetration Step By Step
Award Level
Gold
Award Category
E-Commerce
Campaign Title
Daraz - Building eCommerce Penetration Step By Step
Brand
Daraz
Client 1
Daraz
Lead Agency
Daraz
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Daraz took the burden of expanding the landscape by convincing the ecosystem players to “Uplift the game”.
Grew non-KLI buyer base by developing logistic outreach via Daraz LMP Program.Grew Seller base in non-KLI seller base via Daraz University. Physical training to bring women into Daraz seller base$5m investment via Alibaba to install the region’s first auto sorter machine in Karachi & Lahore.Partnered with VISA, SCB, HBL, Askari, UBL, and Meezan Bank to push prepayment in eCommerce.
Film Promotion & Launch (Kamli | Joyland | Zindagi Tamasha)
Award Level
Gold
Award Category
Events, Culture and The Arts
Campaign Title
Film Promotion & Launch (Kamli | Joyland | Zindagi Tamasha)
Brand
Kamli - Joyland - Zindagi Tamasha
Client 1
Khoosat Films
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Revolutionizing traditional movie releases by pioneering approach to digital strategic promotions.Khoosat Films used the power of captivating trailers to garner organic attention from national and international media, building substantial pre-release anticipation. We leveraged and explore new digital content streams, while the cast and crew maximized outreach to potential audiences. The organic outpouring of love from industry peers on social media platforms generated significant user-generated content, contributing to the films' organic hype - delivering breakthrough results.
Olper’s Flavoured Milk ‘Performance Mein Break Na Ho’
Award Level
Gold
Award Category
Beverages - Cold
Campaign Title
Olper's Flavoured Milk 'Performance Mein Break Na Ho'
Flavoured Milk category was small because of lack of association with a relevant consumption occasion and an established consumer-need. Flavoured Milk was seen as just another beverage, an alternate to juices and drinks.
Through category entry points research, Olper’s identified most relevant consumption occasion and need, i.e.Tasteful Nutrition in Morning-School-Breaks, which became basis for our new campaign.
The launch, touching across all relevant touch-points, has carved sharp positioning for Olper’s Flavoured Milk & the category, which evident from its outstanding performance across KPIs,setting up category on path of sustainable growth.
Pepsi – Product (New Stronger Pepsi)
Award Level
Gold
Award Category
Beverages - Cold
Campaign Title
Pepsi - Product (New Stronger Pepsi)
Brand
Pepsi
Client 1
Pepsi
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Cheil Worldwide
Contributing Agency 1
Starcom Pakistan
Contributing Agency 2
BBDO Pakistan
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Pepsi had to land two key messages effectively at the same time:
1. New Product (New Stronger Pepsi)2. New Positioning (Why Not Meri Jaan)
The positioning 'Why Not Meri Jaan' had become a part of pop culture, driving unprecedented top-of-mind recall for a Pepsi positioning platform.So it was critical to implement an equally-robust product campaign to generate trial behind the transformative 'product-news' of the NEW tastier and fizzier STRONGER PEPSI.The efforts yielded breakthrough results, with Pepsi gaining market share for the first time in 15 years.
Hasan Jameel|Raheel Hashmi|Aliza Yousuf|Ahad Motiwala|Syed Aun Raza Raza|Syeda Yusra Azam|
Summary
Dawlance's innovative Father's Day campaign aimed to strengthen its brand purpose, "Building Better Habits at Home." Integrating emotionally resonant storytelling, the campaign exceeded its objectives by fostering a deeper connection with the audience. The campaign successfully positioned Dawlance as a brand committed to family values and emotional connections, driving a 20% increase in brand perception. This impactful initiative not only set a new standard in the home appliances industry but also contributed to Dawlance's overarching goal of societal well-being and brand resonance.
Pakistan’s education system faces a 13% gender disparity as parents remove girls from school with only 34.2% reaching high school as there’s a widely held belief that education is useless for women.
EBM imparted an impactful approach to promote women's education by featuring schoolgirls in uniforms as news anchors on national TV, demonstrating the future possibilities that education opens for girls. The "School Girls Newscasters"" segment aired on the top three Pakistani news channels, garnering over 150 million impressions, leading to a 57% increase in girls' enrollment across 160+ schools."
Shan entered a phase where the battle ground was even, while the competition heightened functional cues, Shan tightened its emotive space, elevating women as more than just cooks while driving home its ease of use.
Shan made families realise that women are left out of the memories as they are occupied with making the joyous events happen while getting no help from others. A simple message of including the makers of joy in moments of joy resulted in an all-time high differentiation score at 166 vs competition at 154.
Our primary aim was to secure 2.5 Billion PKR for a dedicated Children's Hospital. We achieved a remarkable milestone, raising 2.25 Billion PKR within the campaign's timeframe. This substantial fundraising success, reaching 90% of our targeted goal, exemplifies the campaign's effectiveness in mobilizing significant financial support for pediatric healthcare. The evidence directly links to our goal, showcasing the campaign's tangible impact and the community's resounding commitment to establishing specialized medical care for children.
Durex addressed Pakistani consumers' discomfort in purchasing contraceptives by utilizing Daraz and Pandamart. Our ecommerce-centric campaign maximized each platform's strengths to boost awareness and Durex product sales. From DVC to digital posts and PR videos, our witty campaign adhered to Durex's brand tone. Each asset featured a call-to-action directing consumers to Durex's landing pages on Daraz or Pandamart.
Enter the Chillverse
Award Level
Silver
Award Category
Social Media
Campaign Title
Enter the Chillverse
Brand
NESCAFÉ Ready to Drink (RTD)
Client 1
NESTLE PAKISTAN
Lead Agency
RED Communication Arts (Pvt) Ltd
Lead Agency 2
Contributing Agency 1
Publicis Media Pakistan
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
The campaign helped achieve a staggering increase in Awareness of 13% and 11% in Consideration, the BHT imageries improved by an average 8% on Innovation, trendiness and Youthfulness and Price worth increased by 14%. This was also reflected in media results where we achieved 17 mio+ consumers, 127 mio+ Impressions, VTR of 45% (highest ever achieved for Nestle), 50% SOV on Tiktok, Meta CPM of PKR 59 vs. planned PKR 65 and DV 360 CTR of 1.2% vs. 0.1%. The Business achieved a 48% sales growth.
Child Wedding Cards
Award Level
Silver
Award Category
Media Innovation
Campaign Title
Child Wedding Cards
Brand
Un Women
Client 1
UN Women
Lead Agency
BBDO Pakistan
Lead Agency 2
Contributing Agency 1
Shiny Toy Guns Films
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
In order to influence lawmakers to speak up against child marriage, we used a medium never used before to convey an emotional message. Wedding cards designed entirely by children were mailed directly to lawmakers, who then responded by posting them online, and in the parliament, in order to action a law against child marriage.
Daraz – Launching The First Complete Retail Media Outlet In Pakistan
Award Level
Silver
Award Category
Marketing Innovation Solutions
Campaign Title
Daraz - Launching The First Complete Retail Media Outlet In Pakistan
Brand
Daraz
Client 1
Daraz
Lead Agency
Daraz
Lead Agency 2
Daraz - Alibaba Group
Contributing Agency 1
Daraz
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Daraz innovated with world-class ad tech to provide Marketing Solutions to the industry.’. Empowering advertisers to target 1st party users with 30 million users, DMS delivered unprecedented ROIs soaring 5 times above industry averages. From banners for branding, live commerce, and affiliate influencers for consideration and search ads for conversion, DMS in Pakistan’s first full suite of retail media ad stack.
Waxing Lady Tutorials
Award Level
Silver
Award Category
Beauty & Fragrance
Campaign Title
Waxing Lady Tutorials
Brand
Ghar Par
Client 1
Ghar Par
Lead Agency
BBDO Pakistan
Lead Agency 2
Contributing Agency 1
Contentory Inc.
Contributing Agency 2
Helipad
Contributing Agency 3
Contributing Agency 4
Individual Credits
Huma Mobin|Ali Rez|Hamza Lari|Arooj Ismail|Moiz Khan|Osama Siddiq|Tamara Pinto|
Summary
GharPar, Pakistan’s leading home-salon services app, came up with a solution to overcome social barriers and teach women how to self-check for breast cancer: the waxing lady. We trained waxing-ladies to pass on self examining techniques to clients, and bypassed any taboo. With over 630,000 appointments, the Check Up GharPar initiative reached thousands of women across 6 cities. So far, hundreds of thousands of women have been given instructions on how to self-check, and the campaign even managed to detect a tumor in one patient, which was removed in time.
Delivered on the objective of successfully transitioning a legacy brand to berelevant with Gen-Z via a holistic refresh across brand identity, brand POV and brand experiences. At the time of immense inflationary pressures and the Carbonated Soft Drinks category on a decline, 7up has held its ground, gaining market share and significant gains on brand imagery & affinity.
As a new player in the market, we faced age-old giants like Young’s that hold 70% of market share. Our mission? Secure consumer love and brand status. Despite a David-and-Goliath budget battle, we aimed to disrupt and emerge as the rebel player with unmissable marketing. Our strategy? Blanket consumer touchpoints, from conventional ads to 3D OOH – a full-court press. With wit, charm, and a pinch of audacity, we were able to steal market share from Young’s and double it!
Pond's grew by 460% on Daraz, crediting the success to Daraz Marketing Solutions. Idea was to strategically utilized display ads, ensuring 1 million daily impressions, contributing to 25% of total sales. Search Ads attributing to +1.2 million sales. Influencer-led live streams saw a significant 30% surge in order placements. Redirecting traffic from Facebook to Daraz marked a 3x increase in ROAS, contributing to a monumental 5.6x growth index, and elevating visibility and engagement within the Daraz ecosystem.
Arresting a declining market share and brand power through a relaunch on Dove to drive relatablility and relevance for the brand backed by a superior product formulation, a strong claim emphasizing "Repairs Damage from 1st Wash" and localizing the television advertisement to appeal to Pakistani women hammering damage repair credentials. In parallel, activating all consumer touchpoints, dialing up on digital, in-store and mall activations, influencer marketing and sampling. Showcasing damage repair through innovative OOH and DOOH campaigns leading to sales and volume growth, significantly improving brand health scores and differentiation.
Daraz Offline to Online Shopping Expo
Award Level
Silver
Award Category
Brand Experience: Live or / & Digital
Campaign Title
Daraz Offline to Online Shopping Expo
Brand
Daraz
Client 1
Daraz
Lead Agency
Daraz
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Expo created a real live Daraz experience where buyers shopped via physical sellers through QR code and get their item delivered through Daraz logistics and that too all via “APP”. Digital fashion show, Discount coupons distributed physically utilized digitally generated an offline to online migration that choked the internet bandwidth of Johar town (near expo) telco towers with participation of more than 200,000 visitors in the biggest festival of Pakistan history surpassing masala festival, dawn lifestyle expo and eat festivals.
Asaan Mobile Account – Apka Account, Apka Ikhtiyar
Award Level
Silver
Award Category
New Product Line Extension
Campaign Title
Asaan Mobile Account – Apka Account, Apka Ikhtiyar
Brand
State Bank of Pakistan Asaan Mobile Account
Client 1
State Bank of Pakistan
Lead Agency
Synergy Advertising
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
SBP’s Asaan Mobile Account campaign yielded impactful results by addressing financial exclusion that not only enhanced Pakistan’s banking population but left a positive mark on its reputation as well.
In a landscape where financial inclusion was a significant challenge, the campaign strategically addressed the mission of the State Bank of Pakistan to promote financial accessibility.
The outstanding results, including the opening of 5,753,459 new accounts and a shift in public perception towards digital banking directly correlate with the challenge of overcoming barriers to financial inclusion.
HBL's rural banking campaign aimed to bridge the financial gap for farmers with compelling communication. HBL Zarai Banking, a brilliant campaign, reached 18 million audiences with 104 million impressions. The DVC resonated, achieving a 42.05% engagement rate. Surpassing the 5,000 business accounts, it resulted in a substantial increase to 11,482 new business accounts and disbursed agricultural loans worth PKR 177,001 million, securing HBL's dominance with a 35% market share in farmer financing.
UBL's 'U do U, Khud Ki Suno!' campaign revolutionized banking for freelancers in Pakistan. We aimed to make UBL Freelancer Account the preferred choice for freelancers and the easiest platform for foreign remittances. Since launch, our campaign led to the opening of 8,583 freelancer accounts and brought in PKR 1.7 billion in foreign remittances. By addressing the challenges faced by freelancers and contributing to the national economy, we not only achieved our objectives but also empowered freelancers, validating their profession and boosting their credibility.
7up x Sapphire West – The Up Collection
Award Level
Silver
Award Category
Social Media
Campaign Title
7up x Sapphire West - The Up Collection
Brand
7up
Client 1
PepsiCo
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
BBPR
Contributing Agency 1
Starcom
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
|
Summary
Revolutionizing youth engagement, our digital-led campaign, #TheUpCollection, seamlessly integrated with Gen Z's lifestyle through social media. In addition to the influencer-led fashion film, leveraging the influencers for aux content using diverse content formats, including individual fashion reels and store raids, ensured a broader reach. This strategic approach not only redefined perceptions about the branad but also yielded measurable commercial success. The campaign's unique blend of creativity and precision demonstrates its outstanding effectiveness in connecting with the youth demographic, showcasing a direct impact on audience behavior and tangible business outcomes.
Pepsi – Pakistan’s First 100% Recycled Beverage Bottle
Award Level
Silver
Award Category
Environmental
Campaign Title
Pepsi - Pakistan's First 100% Recycled Beverage Bottle
Brand
Pepsi
Client 1
PepsiCo
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Contributing Agency 1
BBDO Pakistan
Contributing Agency 2
Starcom Pakistan
Contributing Agency 3
Contributing Agency 4
Individual Credits
|
Summary
PepsiCo became the 1st company to launch rPET beverage bottle in Pakistan with a 360 degree communication plan, partnering with Ministry of Climate Change, Food authorities and NGOs and getting their endorsementsGen Z cares about the planet and they closely observe what brands are doing when it comes down to solving environmental problems. Pepsi showed the industry how by persistent efforts with the Govt. regulatory bodies and recycling companies one can Develop a Circular economy for plastics within the value chain
This case is about unlocking the growth for a legacy lemon & lime brand through product innovation. Faced with declining appeal among Gen-Z, we captured the evening social refreshment occasion—43% of carbonated drinks consumption moment—unrelated to meals. Positioned as modern and youth-centric, the brand disrupted the market with an innovative product, achieving 100% of the annual target in mere 3 months. Boasting a remarkable 53% repeat rate, a 3% evening-share gain, and a 5x higher purchase intent than the benchmark, this campaign combines strategy with creative excellence.
Pepsi – Pakistan’s First 100% Recycled Beverage Bottle
Award Level
Silver
Award Category
Positive Change: Social Good - Brands
Campaign Title
Pepsi - Pakistan's First 100% Recycled Beverage Bottle
Brand
Pepsi
Client 1
PepsiCo
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Contributing Agency 1
BBDO Pakistan
Contributing Agency 2
Starcom Pakistan
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
PepsiCo became the 1st company to launch rPET beverage bottle in Pakistan with a 360 degree communication plan, partnering with Ministry of Climate Change, Food authorities and NGOs and getting their endorsementsGen Z cares about the planet and they closely observe what brands are doing when it comes down to solving environmental problems. Pepsi showed the industry how by persistent efforts with the Govt. regulatory bodies and recycling companies one can Develop a Circular economy for plastics within the value chain.
7up x Sapphire West – The Up Collection
Award Level
Silver
Award Category
Brand Integration & Entertainment Partnerships
Campaign Title
7up x Sapphire West - The Up Collection
Brand
7up
Client 1
PepsiCo
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
BBPR
Contributing Agency 1
Starcom
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Revolutionizing youth engagement, our digital-led campaign, #TheUpCollection, seamlessly integrated with Gen Z's lifestyle through social media. In addition to the influencer-led fashion film, leveraging the influencers for aux content using diverse content formats, including individual fashion reels and store raids, ensured a broader reach. This strategic approach not only redefined perceptions about the branad but also yielded measurable commercial success. The campaign's unique blend of creativity and precision demonstrates its outstanding effectiveness in connecting with the youth demographic, showcasing a direct impact on audience behavior and tangible business outcomes.
LOKAL – Pakistan’s 1st Chain of Budget Hotel Rooms
Award Level
Silver
Award Category
Travel, Tourism & Transportation
Campaign Title
LOKAL - Pakistan's 1st Chain of Budget Hotel Rooms
Brand
LOKAL
Client 1
LOKAL
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
LOKAL's successful launch exemplifies a customer-centric approach to solving a problem no-one was solving in the industry: quality & reliable budget travel! Every step of the customer journey - and respective pain points - was taken into account while designing the brand experience of LOKAL across product and services. This resulted in a brand that created a genuine win-win for Travelers, Local Hotels and LOKAL.Finally, the brand was launched via a targeted, focused and efficient marketing campaign that turned LOKAL into Pakistan's fastest growing chain of budget hotel rooms.
7up Strawberry Lemonade (Product Innovation)
Award Level
Silver
Award Category
New Product Line Extension
Campaign Title
7up Strawberry Lemonade (Product Innovation)
Brand
7up
Client 1
PepsiCo
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Contributing Agency 1
Starcom
Contributing Agency 2
Walnut Communications Private Limited
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
This case is about unlocking the growth for a legacy lemon & lime brand through product innovation. Faced with declining appeal among Gen-Z, we captured the evening social refreshment occasion—43% of carbonated drinks consumption moment—unrelated to meals. Positioned as modern and youth-centric, the brand disrupted the market with an innovative product, achieving 100% of the annual target in mere 3 months. Boasting a remarkable 53% repeat rate, a 3% evening-share gain, and a 5x higher purchase intent than the benchmark, this campaign combines strategy with creative excellence.¦The 7up Strawberry Lemonade launch showcases seamless integration of business strategy and creative execution.
As leader in Lemon & Lime category, it was essential for 7up to diversify its brand portfolio and tap into a new consumption occasion for sustained growth.
We identified the ""social refreshment"" occasion, implementing a consumer-centric approach to introduce the new product to Gen-Z in an impactful & effective IMC.
Our creative approach resulted in standout-executions across various platforms, making the introduction of the 'first ever pink drink in Pakistan' irresistible and share-worthy for our TG.
Sensodyne’s integration with Smile Train Foundation
Award Level
Silver
Award Category
Positive Change: Social Good - Brands
Campaign Title
Sensodyne’s integration with Smile Train Foundation
Sensodyne's campaign for cleft-lip syndrome in Pakistan aimed to raise awareness and encourage purpose-led purchases. With 1 in 600 children affected, the initiative sought to transform lives through treatment. Amplified digitally and through OOH, the campaign reached 6.6 million, gaining PKR 9.7 million in free media value. Visibility spanned 10 publishers and 15 TV channels, contributing positively to the issue. Haleon's effort, shedding light on an avoidable condition, raised PKR 17.2 million in sales, addressing a national problem and growing their business.
Hasan Jameel|Raheel Hashmi|Aliza Yousuf|Ahad Motiwala|Syed Aun Raza Raza|Syeda Yusra Azam|
Summary
Dawlance's innovative Father's Day campaign aimed to strengthen its brand purpose, "Building Better Habits at Home." Integrating emotionally resonant storytelling, the campaign exceeded its objectives by fostering a deeper connection with the audience. The campaign successfully positioned Dawlance as a brand committed to family values and emotional connections, driving a 20% increase in brand perception. This impactful initiative not only set a new standard in the home appliances industry but also contributed to Dawlance's overarching goal of societal well-being and brand resonance.
SC – Women In Tech
Award Level
Silver
Award Category
Sustained Success
Campaign Title
SC - Women In Tech
Brand
Standard Chartered - Women In Tech
Client 1
Standard Chartered Bank
Lead Agency
Synergy Dentsu
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Emaad Khan|Haniya Rana|Muraad Salahuddin|Maaz Ishtiaq|Cyrus Ali Shah Bukhari|Tasneem Mirza|Yousuf Khan|Sikander Rehan|Sikander Rehan|Junaid Iqbal|Shayan Noor|Muhammad Faisal|Bilal Ahmed|Murteza Aftab|Muhammad Shakeel|
Summary
Empowering female entrepreneurs in Pakistan's tech landscape, Women In Tech aimed to inspire belief in limitless possibilities. Through targeted mentorship, training, and grants, the initiative sought to break barriers and help female-led businesses to grow. Results showed a significant increase of 2135% in program applications from cohort 1 to 5, 30+ female led businesses funded and a. The campaign not only realised its goal of fostering belief in women's potential but also showcased tangible success, affirming the transformative impact of empowerment in entrepreneurship and innovation.
It’s Time to Act on Family Planning
Award Level
Silver
Award Category
Non-Profit
Campaign Title
It's Time to Act on Family Planning
Brand
KhairKhwah
Client 1
FCDO
Lead Agency
M&C Saatchi World Services Pakistan Pvt Limited
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
KhairKhwah, Pakistan's groundbreaking family planning campaign, achieved remarkable success in shifting societal norms. By strategically leveraging the influence of traditional figures like mothers-in-law, the campaign increased family planning intentions by 42%, significantly reducing fear of judgment by 9%. This translated into an 8% surge in contraceptive use, surpassing historical trends. The campaign's multifaceted approach, combining mass media, government endorsement, and community activations, fostered unprecedented changes in awareness, attitudes, and behavior, marking KhairKhwah as a beacon for effective, sustainable social change in family planning.
In the midst of Independence Day marketing, Lifebuoy Shampoo stands out by empowering Pakistani girls with the freedom to be inspired and independent. Focused on overcoming cultural misrepresentation, the brand encourages girls to pledge to become future role models. Leveraging ATL, Digital, and PR channels, Lifebuoy's campaign achieves a million-strong reach, sparking organic discussions, elevating SLP scores, and surpassing META's engagement-rate benchmark by an additional 5%, breaking free from the conventional branded-nationalism approach in Pakistan's Independence Day campaigns.
Confronting a market swamped with imitators, KFC reclaimed its throne with audacity and flair. The campaign, armed with sharp, witty taglines and Pakistan's first-ever branded diss track by Young Stunners, didn't just speak to the audience – it roared. It boldly reminded everyone who the original fried chicken king is, turning the tables and setting the market ablaze. This wasn't just advertising; it was a declaration of dominance, reestablishing KFC as the undisputed favorite in Pakistan's fried chicken universe.
Huma Mobin|Ali Rez|Hamza Lari|Arooj Ismail|Moiz Khan|Osama Siddiq|Tamara Pinto|
Summary
GharPar, Pakistan’s leading home-salon services app, came up with a solution to overcome social barriers and teach women how to self-check for breast cancer: the waxing lady. We trained waxing-ladies to pass on self examining techniques to clients, and bypassed any taboo. With over 630,000 appointments, the Check Up GharPar initiative reached thousands of women across 6 cities. So far, hundreds of thousands of women have been given instructions on how to self-check, and the campaign even managed to detect a tumor in one patient, which was removed in time.
Polio Outbreak
Award Level
Bronze
Award Category
Non-Profit
Campaign Title
Polio Outbreak
Brand
Polio Eradication
Client 1
Pakistan Polio Eradication Programme (Pakistan)
Lead Agency
Synergy Advertising
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Synchronize Carat (Synergy Group)
Contributing Agency 3
Contributing Agency 4
Individual Credits
Ferrukh Syed|Nazim Qureshi|
Summary
Addressing misconceptions about the polio vaccine and interrupting outbreak to achieve polio-free Pakistan despite repeated vaccination drives. Polio vaccination faces reluctance due to myths like impotency and haram ingredients where 28% believe the disease is harmful. Touching hearts with moving tales to establish ‘You have to decide today if you want your child to walk tomorrow’ Developed a comprehensive media campaign encompassing PSAs, docudramas, and media advocacy. Cases dropped from 20 to 05 with 81% net reach. and 29% avg. ad recall & 15% avg. docudrama recall.
MAPLE LEAF HD PUTTY
Award Level
Bronze
Award Category
Construction, Real Estate Companies and Allied Industry
In the paint segment where established brand already exist, it was a challenge for our brand to introduce a new product in a new category niche of putty.Through effective creative storytelling, the brand successfully create awareness for the new niche and the brand, alongside landing into TG's consideration set and driving sales.The campaign achieved additional earned exposure of PKR 2.1 Million (9% of the total budget), acquired 75% more customers and increased network stock capacity by 68%.
Bigger and better: Daraz X Cricket
Award Level
Bronze
Award Category
Brand Integration & Entertainment Partnerships
Campaign Title
Bigger and better: Daraz X Cricket
Brand
Daraz
Client 1
Daraz
Lead Agency
Daraz
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
We introduced 3 different cricketing events of different stature, namely Asia Cup, the World Cup, and HBL PSL 8. This move revolutionized the industry, drawing attention from local and global players seeking to replicate our success. This innovative strategy not only fulfilled our objective of enhancing user retention but also positioned Daraz as a trailblazer, setting a benchmark in the industry for creating multifaceted, engaging online experiences like physical retail spaces.
Winning Serums With Advocacy Backed By Science – Hyaluronic Acid L’Oreal
Award Level
Bronze
Award Category
Influencers
Campaign Title
Winning Serums With Advocacy Backed By Science - Hyaluronic Acid L'Oreal
Brand
L'Oréal Paris Revitalift Hyaluronic Acid Serum
Client 1
Loreal Paris
Lead Agency
Digitz
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Samaa Siraj|Esha Mullick|Shahzain Hafeez|Shoaib Durrani|Palwasha Sikander|Sana Basit|
Summary
L’Oréal's HyaluronicAcidSerum campaign aimed to position the brand as a SkincareLeader in Pakistan. Using influencers at the forefront & establishing itself as backed by science with the right tools to claim results, e.g. Hydrometer. A wave was started to increase awareness aroundserums.
Focusing on awareness, the results of
- 9.4-point Brand Lift -META BLS
- +1400-pts brand equity
- +1800-point surge in TOM awareness
- 576% increase in sales
These metrics underscore the campaign's triumph in achieving its objectives and establishing L’Oréal as thegoto skincare brand among enthusiasts in Pakistan.
Once a mid-premium leader, Tullo faced a decline since 2019-20, attributed to evolving consumer trends. Recognizing kids' need for nutrition, a 70+ years old chant was repackaged to resonate with today's children. Strategic interventions, including differentiated routes to market, tactical pricing, and a refreshed visual identity, aimed to enhance local market competitiveness. ¦Once a mid-premium leader, Tullo faced a decline since 2019-20, attributed to evolving consumer trends. Recognizing kids' need for nutrition, a 70+ years old chant was repackaged to resonate with today's children. Strategic interventions, including differentiated routes to market, tactical pricing, and a refreshed visual identity, aimed to enhance local market competitiveness.
A mobile Karaoke platform for college students to express themselves freely onstage. It's all about immersive music, the ultimate Coke party, and trying something new. Young people often feel judged by society, but in college, they drop the masks and show their true selves. That's where we discovered their amazing personalities shining bright!
Journey of how POND'S started it's repositioning from Hand & Body centric brand to become a Facecare expert brand.
Daraz Live Commerce
Award Level
Bronze
Award Category
Experiential Commercial Marketing
Campaign Title
Daraz Live Commerce
Brand
Daraz
Client 1
Daraz
Lead Agency
Daraz
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Daraz has paved the way for Pakistan to kick start this category by launching Daraz Live commerce for sellers and brands of Pakistan.
Daraz immensely revolutionized live commerce by making the tech available for 200,000 sellers by creating 350,000 minutes of content generating Rs 4.4 Arab worth of GMV.
The newly launched media has given birth to live only influencers like Zoheb Asif & Asfandyar generating 76,000 orders creating new monthly revenue as influencer income of $11,000 (30 lacs) commissions in last 5 months.
No.1 Hygiene Brand in Pakistan
Award Level
Bronze
Award Category
Sustained Success
Campaign Title
No.1 Hygiene Brand in Pakistan
Brand
Lifebuoy Soap
Client 1
Unilever Pakistan Limited
Lead Agency
Mullen Lowe and Rauf
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
In a post covid world, all hygiene brands stood for the same vanilla germ protection claims in the minds of the consumers. Lifebuoy needed to differentiate itself in a beauty dominant market. The brand rehauled and repositioned itself as an end-to-end value proposition. These efforts not only differentiated us vs competition but also led Lifebuoy to remain relevant and become the biggest hygiene brand in market.
Hasan Jameel|Raheel Hashmi|Aliza Yousuf|Ahad Motiwala|Syed Aun Raza Raza|Syeda Yusra Azam|Muhammad Abdul Rehman|eray olguner|Hira Khalil|Maliha Hussain|
Summary
Amidst the period of high inflation and most cluttered online mega sales campaign, Dawlance stood out as the No.1 Home Appliance Brand of Pakistan. The brand broke all its previous records and industry benchmarks of performance marketing and secured an ever-highest ROAS of 14.9. The first-ever unique rap song content was utilized for the performance campaign served as a catalyst for audience engagement and driving store traffic. Continuous optimization, utilizing relevant interests, real-time bidding, and audience retargeting was the key in enhancing campaign effectiveness and driving purchases.
Sunsilk lost growth momentum from 2018 onwards, hitting ever lowest in FY-2022 with consumer-franchise loss. Sunsilk transitioned from ‘catwalk’ space to ‘sidewalk’ (global strategy shift, Tresemme leading fashion/backstage platform) leading to loss of consumer love due to lost relevance and engagement. A bold decision was taken to pivot brand relaunch, from always-on core Black-Shine variant to future-core, Pink-variant. Objective was to bring higher order beauty benefits and year-round excitement with renewed sense of sisterhood. All efforts led to a phenomenal turnaround via return of consumer franchise registering double-digit volume growth.
Sooper tackled declining Ramadan sales by owning a tea-centric occasion, and aligning with the cultural and emotional essence of Ramadan. The insight focused on the true joy of simple acts of kindness, translating into a dua-e-taufeeq. The big idea became "Iss Ramadan kisi ki roshni ban jane ki seedhi Saadi khushi hai Sooper." The campaign, evidenced in strong ad recall and Likability, reversed the sales dip, achieving record-breaking results and fostering a profound emotional connection.
Har Pyalay Mai Ghizayat Ka Aitemaad
Award Level
Bronze
Award Category
Sustained Success
Campaign Title
Har Pyalay Mai Ghizayat Ka Aitemaad
Brand
Nestle Cerelac
Client 1
NESTLE PAKISTAN
Lead Agency
Ogilvy Pakistan
Lead Agency 2
Contributing Agency 1
Publicis Media Pakistan
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
NESTLÉ CERELAC’S mission is to provide the right nutrition to children at the time of complementary feeding. However, the category is dominated by homemade food as it is considered an inherent part of our culture. We created a behavior shift by focusing on the two key decision influencers that impact our mothers and convincing them that NESTLÉ CERELAC is the right choice for smart moms
Drive Value with Lifebuoy
Award Level
Bronze
Award Category
Topical Marketing-Products
Campaign Title
Drive Value with Lifebuoy
Brand
Lifebuoy Soap
Client 1
Unilever Pakistan Limited
Lead Agency
Mullen Lowe and Rauf
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
Lifebuoy has always been a brand for the masses, one which truly stands for it's purpose of doing good to people. In hard times of high inflation, where multiple brands took price increases to safeguard financial security, Lifebuoy stepped up and led the ambition of returning value to it's consumers. While the brand had to take some brave choices of maintaining price etc. it stood resilient in it's actions which resulted in strong business performance and a loyal consumer base.
Rin – Safayi Mei Dum Rs 150 Kum
Award Level
Bronze
Award Category
Topical Marketing-Products
Campaign Title
Rin - Safayi Mei Dum Rs 150 Kum
Brand
Rin
Client 1
Unilever Pakistan Limited
Lead Agency
U creative
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
In the face of unprecentend inflation where all branded powders were degrowing, the mid-tier segment witnessed a 104% growth led by Express banking on its call-out of being ’Rs. 100 cheaper to expensive powders’
Unilever decided to re-enter the mid-tier segment by relaunching Rin.
An entire rehaul of marketing-mix was done with introducing new SKUs along with a compelling value call out vs Express. TV campaigns with extensive ATL & BTL activities generated mass awareness nationwide resulting in 20X increase in run-Rates and a remarkable 5% gain in mid-tier segmental-share.
Asaan Mobile Account – Apka Account, Apka Ikhtiyar
Award Level
Bronze
Award Category
Marketing Innovation Solutions
Campaign Title
Asaan Mobile Account – Apka Account, Apka Ikhtiyar
Brand
State Bank of Pakistan Asaan Mobile Account
Client 1
State Bank of Pakistan
Lead Agency
Synergy Advertising
Lead Agency 2
Contributing Agency 1
Synchronized Media
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
SBP’s Asaan Mobile Account campaign yielded impactful results by addressing financial exclusion that not only enhanced Pakistan’s banking population but left a positive mark on its reputation as well.
In a landscape where financial inclusion was a significant challenge, the campaign strategically addressed the mission of the State Bank of Pakistan to promote financial accessibility.
The outstanding results, including the opening of 5,753,459 new accounts and a shift in public perception towards digital banking directly correlate with the challenge of overcoming barriers to financial inclusion.
Dove introduced digital collectible(NFT) to integrate the essence of damage healing within the digital realm, allowing consumers to visualize their journey through art and engage with the brand in the digital age. The collectible served as a token signifying damage-free hair, turning the represented artwork into a tangible reality for consumers. Participants had to sign up to acquire the NFT. 10 lucky winners were selected through a draw who could present their collectibles at a salon and win a free nourishing hair treatment and a 1-year supply of Dove shampoo.
Asaan Mobile Account
Award Level
Bronze
Award Category
Finance
Campaign Title
Asaan Mobile Account
Brand
State Bank of Pakistan Asaan Mobile Account
Client 1
State Bank of Pakistan
Lead Agency
Synergy Advertising
Lead Agency 2
Contributing Agency 1
Synchronized Media
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
SBP’s Asaan Mobile Account campaign yielded impactful results by addressing financial exclusion that not only enhanced Pakistan’s banking population but left a positive mark on its reputation as well.
In a landscape where financial inclusion was a significant challenge, the campaign strategically addressed the mission of the State Bank of Pakistan to promote financial accessibility.
The outstanding results, including the opening of 5,753,459 new accounts and a shift in public perception towards digital banking directly correlate with the challenge of overcoming barriers to financial inclusion.
The Government of Sindh launched a groundbreaking campaign addressing child abuse amid rising cases in Pakistan. Championing "Mein Masoom Hoon" ("I am innocent") as its ethos, this initiative, televised extensively across 41 channels, broke the norm of celebratory advertising on World Children's Day. This unconventional approach stood apart, highlighting a crucial issue rather than conformity. With no prior benchmarks, this effort aimed to drive mass awareness, signaling a departure from typical marketing endeavors. Its impact was marked by increased helpline engagement, sparking crucial societal conversations on an otherwise silenced topic
Pepsi – Ride for Change (Why Not Meri Jaan)
Award Level
Bronze
Award Category
Youth Marketing
Campaign Title
Pepsi - Ride for Change (Why Not Meri Jaan)
Brand
Pepsi
Client 1
PepsiCo
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
Cheil Worldwide
Contributing Agency 1
BBDO Pakistan
Contributing Agency 2
Starcom
Contributing Agency 3
Contributing Agency 4
Individual Credits
Summary
This campaign not only delivered business impact but also meaningful impact on-ground at a societal level. It is the perfect example of an experiential campaign where ""Brand Say"" is accompanied with ""Brand Do"" on-ground to build meaningful long-term affinity/equity with the audience.
The objective was to build affinity+preference with the female audience and the campaign delivered overwhelmingly on that front. But with 10,000+ learner-licenses issued to girls and counting — this initiative, promoting inclusivity and gender equality, is also aligned with Pepsi's commitment to societal progress, beyond just business objectives.
Daraz – Offline to Online Shopping Expo
Award Level
Bronze
Award Category
Media Innovation
Campaign Title
Daraz - Offline to Online Shopping Expo
Brand
Daraz
Client 1
Daraz
Lead Agency
Daraz
Lead Agency 2
Contributing Agency 1
Daraz
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Ammar Hassan|Emmad Khan|
Summary
Expo created a real live Daraz experience where buyers shopped via physical sellers through QR code and get their item delivered through Daraz logistics and that too all via “APP”. Digital fashion show, Discount coupons distributed physically utilized digitally generated an offline to online migration that choked the internet bandwidth of Johar town (near expo) telco towers with participation of more than 200,000 visitors in the biggest festival of Pakistan history surpassing masala festival, dawn lifestyle expo and eat festivals.
Women’s Day
Award Level
Bronze
Award Category
Positive Change: Social Good-Brands
Campaign Title
Women's Day
Brand
JazzCash
Client 1
JazzCash – Jazz
Lead Agency
Fishbowl (Pvt) Ltd
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Jasia Farooq|Asad Rizvi|Ali Irfan|Sana Nisar|
Summary
JazzCash's Women’s Day campaign highlighted the paradox of women managing household budgets without their own bank accounts. Our DVC’s thoughtful social experiments and our strategic event activations at women-centric hubs where JazzCash advocated for and facilitated women opening JazzCash Mobile Wallets. This Digital + On-ground approach led to a significant rise in women account holders from 22% to 30%, marking an over 36% increase. Furthermore, 500 female merchants were on-boarded on the merchant app. JazzCash’s efforts successfully created a positive narrative around women’s financial inclusion, effectively walking the talk.
The challenge posed to foodpanda was to showcase its platform as an avenue for fostering independent living and earning. In response to the insight that cities are teeming with individuals seeking rewarding yet autonomous livelihoods, the strategic idea "Marzi Se Manzil Tak" emerged, encouraging people to be "khudaar heroes". This strategy materialized through a compelling thematic campaign, inclusive rider testimonials, and a robust support system. The transformative impact was evident as rider engagement and retention tripled, achieving unprecedented reach on various digital platforms and garnering extensive views.
Impossible Paragliding Mission Project by Tom & Horacio
Award Level
Bronze
Award Category
Passion for Pakistan
Campaign Title
Impossible Paragliding Mission Project by Tom & Horacio
First paragliding flight around K2 project emerged as an
unparalleled opportunity to achieve a profound connection between Red Bull and Pakistan's national identity, delving into unexplored facets
of the majestic mountain. Seamlessly integrating Red Bull's adventure sports, we aimed to showcase unprecedented content globally. The world-record
flight of Red Bull paragliders served as a captivating canvas, unveiling
breathtaking scenes. Concurrently, our goal
was to highlight Pakistan's scenic beauty and position it as a prime
destination for natural wonders and a hub for exhilarating adventure sports.
Kurkure Kreations cracked the code on Gen Z engagement with a nationwide digital culinary tour, led by Momin Saqib, infusing traditional iftaar snacks with a Kurkure twist. These experimental Kurkure Kreations inspired our audiences to try it for themselves. Objectives included reversing Ramadan decline and elevating brand consideration which it did brilliantly. The campaign's engaging content garnered a 25% increase in views and engagement, making Kurkure the star of Gen Z's flavor-packed Ramadan feast. Kurkure Kreations served up an exceptional recipe for brand success in the competitive snacks category.
Electrocution is one of the leading causes of death among children in hazard prone areas of Karachi. Despite reoccurring incidents, negligence towards safety culture within these communities prevail; children being the most vulnerable. We built upon the insight that children need to be communicated about safe behaviors in child-friendly & playful manner to have a lasting impact. We crafted our campaign ‘Khel Kood aur Khayal’ depicting safe & unsafe behaviors through journey of 2 animated characters Aima & Mahad in form of an interactive storybook and an animated short film.
Women’s Day
Award Level
Bronze
Award Category
Finance
Campaign Title
Women's Day
Brand
JazzCash
Client 1
JazzCash – Jazz
Lead Agency
Fishbowl (Pvt) Ltd
Lead Agency 2
Contributing Agency 1
Contributing Agency 2
Contributing Agency 3
Contributing Agency 4
Individual Credits
Jasia FarooqAsad RizviAli IrfanSana Nisar
Summary
JazzCash's Women’s Day campaign highlighted the paradox of women managing household budgets without their own bank accounts. Our DVC’s thoughtful social experiments and our strategic event activations at women-centric hubs where JazzCash advocated for and facilitated women opening JazzCash Mobile Wallets. This Digital + On-ground approach led to a significant rise in women account holders from 22% to 30%, marking an over 36% increase. Furthermore, 500 female merchants were on-boarded on the merchant app. JazzCash’s efforts successfully created a positive narrative around women’s financial inclusion, effectively walking the talk.
