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An inspiring true story of SIUT donor whose persistent support for five decades helped in saving precious lives .
Pakistan Pavillion
Award Level
Gold
Award Category
Passion for Pakistan
Campaign Title
Pakistan Pavillion
Brand
Pakistan Pavilion-EXPO 2020 Dubai
Client 1
Trade Developement Authority of Pakistan (TDAP)
Lead Agency
Bullseye DDB
Lead Agency 2
-
Contributing Agency 1
-
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Syed Faraz Hussain|Shoaib Qureshi|Syed Hashmi|
Summary
The Pakistan Pavilion surprised the world at Expo2020 Dubai. It wasn’t featured or published anywhere before start of Expo2020. But once Expo opened, it was continuously featured in Top 5 Pavilions to visit by international media, critics and bloggers, Visitor footfall and hype attracted over 1 million visitors and was one of the most visited pavilions. The Pakistan Pavilion was heavily featured in many news stories as a must visit pavilion including the global CNN and regional National, Khaleej Times and Gulf News and it became everyone’s must visit pavilion.
Let’s Talk – Addressing Pakistan’s Brown Bag Syndrome
Award Level
Gold
Award Category
Non-Profit
Campaign Title
Let’s Talk – Addressing Pakistan’s Brown Bag Syndrome
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
The multi-component campaign was launched across TV, Radio, social media and community outreach to drive conversation and build visible groundswell of support for family planning, as well as grow the KhariKhwah network and brand. We targeted National, KP, Sindh. Punjab, AJK, and Gilgit/Baltistan audiences with the following channel mix to reach our target audience. The campaign was developed around;Tackle Attitudes and Beliefs: LET’S TALKProvide Information, Advice, Uptake: FIND THE RIGHT METHOD FOR YOU
Tapal Family Mixture – “Meri Family Meri Strength”
Award Level
Gold
Award Category
Beverages - Hot
Campaign Title
Tapal Family Mixture - "Meri Family Meri Strength"
Brand
Tapal Family Mixture
Client 1
Tapal Tea (Pvt.) Ltd.
Lead Agency
IAL SAATCHI & SAATCHI
Lead Agency 2
-
Contributing Agency 1
-
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Taha Zaki|Bilal Mirza|Ali Ammar Nasser|Tauheed Dyer|Iman Afridi|Sameer Ali|
Summary
Family Mixture had to overcome the challenge of sustaining/accelerating growth (within relevant regions) in one of the biggest and most saturated categories within Pakistan. Driving growth meant building consumption as well as tapping into a previously unowned segment thereby catering to a much more diverse audience.
An insight resonating across all relevant segments was identified and crystalized via an unorthodox campaign which allowed the brand to penetrate into more households as well promote further consumption. This resulted in the ever-highest growth in sales.
The two HappySubha campaigns allowed us to own the primary consumption occasion and relevant category drivers of Nutrition and Purity. Happy-Subha has overcome conversion barriers, converting consumers to Olper’s and delivering outstanding equity & penetration performance and high double-digit growth.
Oreo 75Years Freedom Cookie
Award Level
Gold
Award Category
Snacks & Desserts
Campaign Title
Oreo 75Years Freedom Cookie
Brand
Oreo
Client 1
Continental Biscuits Limited
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
-
Contributing Agency 1
GroupM
Contributing Agency 2
BBPR
Contributing Agency 3
IAL Saatchi
Contributing Agency 4
Talisman Animations
Individual Credits
-
Summary
A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well!
Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie!
A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.
Oreo 75Years Freedom Cookie
Award Level
Gold
Award Category
Marketing Innovation Solutions
Campaign Title
Oreo 75Years Freedom Cookie
Brand
Oreo
Client 1
Continental Biscuits Limited
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
-
Contributing Agency 1
GroupM
Contributing Agency 2
BBPR
Contributing Agency 3
IAL Saatchi
Contributing Agency 4
Talisman Animations
Individual Credits
-
Summary
A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well!
Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie!
A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.
Chai Chahiye
Award Level
Gold
Award Category
Beverages - Hot
Campaign Title
Chai Chahiye
Brand
Lipton
Client 1
Lipton Pakistan Limited
Lead Agency
Bulls Eye DDB
Lead Agency 2
Empact Activation Services
Contributing Agency 1
Team Reactiavte
Contributing Agency 2
Mindshare Pakistan
Contributing Agency 3
Symmetry Digital
Contributing Agency 4
-
Individual Credits
Yasir Qzai|Khan Saeed|
Summary
The no.1 Hair Care brand in Pakistan
Award Level
Gold
Award Category
Personal Care
Campaign Title
The no.1 Hair Care brand in Pakistan
Brand
Lifebuoy Shampoo- The no. 1 haircare brand in Pakistan
Client 1
Unilever Pakistan Limited
Lead Agency
Ogilvy Pakistan
Lead Agency 2
JWTGREY PAKISTAN
Contributing Agency 1
Talking Point
Contributing Agency 2
Arrows
Contributing Agency 3
Group M
Contributing Agency 4
-
Individual Credits
Asima Haq|Marium Khan|Faizan Zaheer|Adil Hussain|
Summary
The No.1 Haircare Brand in Pakistan provides an insight into how a successful brand that has been doing exceptionally should capitalize on an emerging consumer trend and pivot its core proposition to continue its growth momentum.¦The No.1 Haircare Brand in Pakistan provides an insight into how a successful brand that has been doing exceptionally should capitalize on an emerging consumer trend and pivot its core proposition to continue its growth momentum.
Surf Excel Purpose – Ramzan
Award Level
Gold
Award Category
Sustained Success
Campaign Title
Surf Excel Purpose - Ramzan
Brand
Surf Excel
Client 1
Unilever Pakistan Limited
Lead Agency
MullenLowe Lintas Group
Lead Agency 2
-
Contributing Agency 1
-
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Azka Waqar|Munir Hasan|Nahl Jabbar|Tayyaba Javed|
Summary
The genesis of the Surf Ramzan campaign dates back to 2016, when the brand, having cemented itself as the most loved detergent of Pakistan, now looked to elevate its philosophy of ‘Dirt is Good’ to not only defend this market and thought leadership against competition, but also to take its equity to another level. There was a natural association with Islamic values that consumers already saw in Surf Excel hence Ramzan became the perfect occasion to convert brand affinity to unflinching, unparalleled brand love.
Coke Studio Season 14
Award Level
Gold
Award Category
Brand Experience: Live or / & Digital
Campaign Title
Coke Studio Season 14
Brand
Coke Studio
Client 1
Coca Cola
Lead Agency
Ogilvy Pakistan
Lead Agency 2
-
Contributing Agency 1
Giraffe Pakistan
Contributing Agency 2
Lotus PR
Contributing Agency 3
Digits
Contributing Agency 4
MediaCom Pakistan
Individual Credits
-
Summary
Coke studio to date, has been through several generational shifts. This year, along with the launch of the new brand positioning ‘real magic’, Coke studio instead of growing older is now getting even younger with younger artists and their modern-day music catering to the gen-Z of Pakistan on a national level. Season 14 was able to gather 603 million views on social media since its launch in January and has proved to be a newer brand experience for the audience across the globe.
Coke studio to date, has been through several generational shifts. This year, along with the launch of the new brand positioning ‘real magic’, Coke studio instead of growing older is now getting even younger with younger artists and their modern-day music catering to the gen-Z of Pakistan on a national level. Season 14 was able to gather 603 million views on social media since its launch in January and has proved to be a newer brand experience for the audience across the globe.
Pakistan has a shortage of doctors as 77% of female doctors do not practice medicine after graduating due to societal and family pressures. The kitchen and home duties force them to breath the oath they took as doctors to serve their patients. By asking families to take an oath for her, Shan Foods reminded everyone that cooking food is not one person's responsibility and with Shan recipe mixes anyone can cook delicious food easily.
Cricket T20 WorldCup
Award Level
Gold
Award Category
Marketing Disruptors-Services
Campaign Title
Cricket T20 WorldCup
Brand
Live Streaming
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 increased buyer conversion from 6.5% to 11%. To date, Daraz 11.11 Sale of Nov’21 is the biggest, most successful sale of Pakistan because of the participation of 14 banks, 15 logistic partners (domestic + nationwide), 200+ brands, and 36000+ sellers, resulting in 6.2million number of items sold and Pakistanis saving 470 million rupees in discounts.
50 Years SOLID
Award Level
Gold
Award Category
Construction, Real Estate Companies and Allied Industry
Our emotive campaign flipped the self-congratulatory formula of celebrating anniversaries, established the importance of strong foundations and subtly communicated that Amreli Steels has turned 50 years old.
Steel market historically contracts in Q3 due to the cold weather. We sold an additional 3081 tons rebar in Q3 as compared to Q2 in FY 21-22; a growth of 12% YoY during the same period. Even as demand shrunk in Q4 due to political instability and global macroeconomic factors, we matched our last year’s sales volume which still remains an industry record.
EBM set out to further expand its slice-of-pie within the cake category by breaking the price/format norms with Gluco-Teddy, an all-natural, calcium-fortified Teddy shaped cake priced at Rs. 25. By tapping into the widely prevalent insight of mums worrying about what their children eat and children being innately fussy eaters, Gluco-Teddy provided the best of both worlds, nutrition and fun!
Gluco-Teddy went on to achieve Rs.1 billion in the first 10 months whilst creating an ownable and distinctive segment with a market value-share of 5% within the entire Cakes Category!
Pandemic was still around in 2022, but this time people were going to meet in-person to celebrate eid. However, during eid days sourcing fresh notes for eidi becomes major roadblock since either the banks are closed or ATMs don’t work, so we changed the name of our brand to eidipaisa and gave customers an easy way to share eidi with their loved ones – digitally!
The campaign achieved reach of 14M that resulted in highest app store visit in two years, and throughput of 7.6M which was highest in 2022!
Ramadan Campaign 2022
Award Level
Gold
Award Category
Positive Change: Social Good - Brands
Campaign Title
Ramadan Campaign 2022
Brand
-
Client 1
KFC Pakistan
Lead Agency
IAL SAATCHI & SAATCHI
Lead Agency 2
-
Contributing Agency 1
Synite Digital
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Al Naseer Alladin|Batool e Azra Jarrar|Fizza Shah|Amna Nadeem|Anam Hakeem|Raza PirBhai|Sana Malik|Maryam Tajalli|Natasha S. Meherhomji|Noor Alam|Ramiza Manzar|
Summary
KFC’s Family+1 deal elevated the spirit of giving in Ramzan, empowering customers with an extra meal that they could share with someone deserving and include them in their families. We hit a chord with #SharingFeelsGood and by letting consumers do good by their own hand, we had social media abuzz with comments and stories of KFC enabling sharing in the month of Ramzan, and our Ramzan sales grew nearly doubled since last year.
Daraz increased buyer conversion from 6.5% to 11%. To date, Daraz 11.11 Sale of Nov’21 is the biggest, most successful sale of Pakistan because of the participation of 14 banks, 15 logistic partners (domestic + nationwide), 200+ brands, and 36000+ sellers, resulting in 6.2million number of items sold and Pakistanis saving 470 million rupees in discounts.
Pakistan has a shortage of doctors as 77% of female doctors do not practice medicine after graduating due to societal and family pressures. The kitchen and home duties force them to breath the oath they took as doctors to serve their patients. By asking families to take an oath for her, Shan Foods reminded everyone that cooking food is not one person's responsibility. In the on going partnership with Sehat Kahani we have brought back 550+ doctors into the field.
The Pakistan Pavilion surprised the world at Expo2020 Dubai. It wasn’t featured or published anywhere before start of Expo2020. But once Expo opened, it was continuously featured in Top 5 Pavilions to visit by international media, critics and bloggers, Visitor footfall and hype attracted over 1 million visitors and was one of the most visited pavilions. The Pakistan Pavilion was heavily featured in many news stories as a must visit pavilion including the global CNN and regional National, Khaleej Times and Gulf News and it became everyone’s must visit pavilion.
Not long ago, only a few areas were acceptable for women to work outside the home. Concern for safety and respect at workplace were strong barriers. Providing opportunities to females is important to uplift them in society. McDonald's being a family brand was concerned not to alienate elder family members while challenging societal norms. We crafted a communication with a deep understanding of family members' concerns and established a perception of safe/respectful work environment at McDonald’s.
Jazz Mosafir: Safar Without Suffering
Award Level
Silver
Award Category
David vs. Goliath
Campaign Title
Jazz Mosafir: Safar Without Suffering
Brand
Mosafir
Client 1
Jazz
Lead Agency
Fishbowl (Pvt) Ltd
Lead Agency 2
-
Contributing Agency 1
Iris Digital (Symmetry Group)
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
--
Summary
Tourism industry in Pakistan has sky-rocketed in the last 5 years. However, the industry’s infrastructure is still in its adolescence with only international giants like Booking.com and Agoda, which have little to no understanding of the Pakistani market, on top of being operated remotely. This leaves a majority of domestic tourists to rely on the ever-changing rates and moods of local guides and hospitality workers. Mosafir was launched to bridge this gap and become Pakistan’s pocket travel guide - friendly and trustable personality in a sea of distrust and confusion.
NESTLÉ MILO VIRTUAL CLINIC
Award Level
Silver
Award Category
Social Media
Campaign Title
NESTLÉ MILO VIRTUAL CLINIC
Brand
NESTLÉ MILO
Client 1
NESTLE
Lead Agency
Ogilvy Pakistan
Lead Agency 2
-
Contributing Agency 1
Pak Media Communications (Publicis Media)
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Abdul Saboor|Aimen Shahid|Fahad Aslam|Muzakir Ijaz|Henna Bhatti|Zeb Qamar|Fizzah Shahid|Azeem Arslan|Ansha Ahmed|Fazeel Jalali|Munim Malik|Hoor Khwaja|Ali Ahmad Zaidi|Hassam Azhar|Khadija Abbasi|Waleed Ahmed|
Summary
The world and Pakistan had been in the middle of a pandemic for the past two years. With schools and playgrounds shut down, the youth did not have the opportunity to play and learn sports. In a country already scant on sports infrastructure, Nestle MILO brought sports to life for these children by using social media to create virtual training clinics for cricket, football, and badminton. The brand achieved 140M+ impressions, 9.5M+ views, 13.6M reach across its social media platforms.
Driving growth via consumer switching in detergents is challenging. Consumers have a laundry experience preference making switching unlikely. We identified a niche of freshness seekers- a segment that considers clean and fresh as the base benefits of post-wash fragrance.
Ariel TOD came with differentiated formula providing a fragrance preferred by consumers during a 24h test post-wash giving benefit of 2-in-1. It serves as a strong marketing effectiveness case because it grew the Ariel franchise through a new need and established them in a novel benefit space.
The demand for tasty food increases during Ramadan and homemakers struggle with deciding and planning on delicious yet easy-to-make recipes for their family over Sehr and Iftar. Nestlé MILKPAK understood this challenge and rose to the occasion by creating a one of its kind recipe series featuring their dairy culinary range. The campaign was able to generate a much-higher consumer response in media metrics and was able to strengthen the brand’s culinary association, consideration and trial. This has also resulted in penetration and usership growth for the brand as well.
With millions of rupees, it is generally hard to have efficient results because of the campaign’s bandwidth and the increase in efficiencies of CPO and CPB proved our segmentation also giving results in terms of month-on-month retention % and OPAS ratio now at 6.9¦Daraz sustained its ownership of 11.11 by tapping on a simple consumer insight: Pakistanis make purchases based on value for money and convenience. Hence it created Pakistan's biggest discount ecosystem with 500mn+ in discounts YOY with 35,000+ sellers, brands, banks, and logistic partners, leveraging which, Daraz saw 7X increase in 11.11 sales volume, 7X+ increase in MAU, +25% contribution of prepayment.
Daraz League
Award Level
Silver
Award Category
Influencers
Campaign Title
Daraz League
Brand
Affiliate
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|
Summary
Traditionally, Content creators and Influencers are utilized affectively to create awareness and to amplify reach for brands and help them get a share of voice. Our platform has transformed this to a pure performance-driven channel essential to a brand’s growth as it optimizes marketing spend more effectively to achieve business growth whilst also allowing INFLUENCERs to open another monetization avenue for their platform. It’s a win-win situation, really!
Sustainable Public Places
Award Level
Silver
Award Category
Environmental
Campaign Title
Sustainable Public Places
Brand
Wall's Ice Cream
Client 1
Unilever Pak
Lead Agency
Unilever Pakistan Limited
Lead Agency 2
-
Contributing Agency 1
-
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
|
Summary
Pakistan is the 5th most populous nation in the world. Unfortunately, out of these 220 million people, only 30% have access to recreational spaces to enjoy with their families
Wall’s with their pledge to spread happiness responsibly has partnered with Green Earth to collect 3 million kg of plastic and convert them into 20 sustainable play places for the people of Pakistan.
Spreading millions of smiles across Karachi Lahore, Islamabad and Multan in 20 iconic locations
There are many auto-financing solutions available but none really eases down the payment process as Suzuki RV does. However, due to its distinctive content, it was seen as something unique and different in terms of communication in the auto-finance category, garnering interest of the audience towards Suzuki RV Financing Reaching out to 15M+ people, generating around 21K+ inquiries to finally 1,780 units being sold via RV in effect to our communication over a period of 4 months.
Lifebuoy Shampoo collaborates with Ministry of School Education Punjab to promote girl child education. This collaboration builds on the shared ambition of the partners to raise stronger daughters through education and help girls fulfill their potential through inclusive school experiences & curriculum. LBS has built a longstanding commitment to the cause of girl child education to address challenges of girls’ dropout and barriers to entry. Motivated by the immense potential which can be unlocked by addressing this challenge, the partnership aims to secure a better future for girls in Pakistan
Olper’s Flavoured Milk ‘Ab Performance Mein Koi Break Na Ho’
Award Level
Silver
Award Category
Beverages - Cold
Campaign Title
Olper's Flavoured Milk 'Ab Performance Mein Koi Break Na Ho'
Flavoured Milk category is small with ~70m ltrs annual volume, with stagnant growth. Olper’s identified that the main reason was the lack of association with a relevant consumption occasion and an established consumer-need of the category. Olper’s identified the most relevant consumption occasion and need, i.e. Tasteful Nutrition in Morning School Breaks which became basis for a new campaign.
The launch, touching across all relevant touch-points, has carved sharp positioning for flavoured milk, evident from its outstanding early performance, setting up category on path of sustainable growth.
Despite having half the marketing spend as compared to our competitor, by using our TV spends efficiently, and leveraging on established cooking platforms, we were able to build association of Olper’s Cream with creaminess and thick texture, and key consumption occasions i.e. mainly breakfast, followed by as an ingredient for both savory and sweet dishes. This resulted in us capturing a larger market share, from 19% to 28% in one year.
RIO dominates the creams category with uncontested leadership (99% share) in the largest flavor-segment which contributes 90% to the brand. Its differentiated dual flavor in one sandwich biscuit has become the brand’s identity over decades. In the chocolate-creams segment however, the brand remained a challenger with an undifferentiated product, while competition dominated. To grow its footprint, RIO extended its winning dual-flavor proposition to chocolate, launching with RIO Double Chocolate. In six months after the launch, monthly user households increased +102,000, penetration +110 bps, sales +36%, and variant-specific awareness +28%.
Gluco set out to deliver on its promise and create differentiated space by helping resolve the needs of our core audience, the mothers who looked for engaging local content in their own language for their kids. With its vision to nourish lives of the next generation, Gluco Kahani aims to familiarize kids with Urdu through 8 nursery rhymes. With 110Mn+ impressions, the campaign quickly went viral even attracting international media. The brand also achieved 15% volume growth and rise in awareness levels (8% in moms, 2% in kids).
easypaisa savings
Award Level
Silver
Award Category
Marketing Innovation Solutions
Campaign Title
easypaisa savings
Brand
easypaisa savings plans
Client 1
Easypaisa - Telenor Bank
Lead Agency
Ogilvy Pakistan
Lead Agency 2
-
Contributing Agency 1
Starcom Pakistan
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Babar Khan|Farhan Khan|Rifah Qadri|
Summary
The launch of easypaisa’s Savings product disrupted the financial services industry by providing users with an option to earn daily profit on idle money kept in their easypaisa current accounts.
Lack of financial discipline – solution: free movement of fundsDetailed KYC forms – solution: 1 tap subscriptionLack of trust on other apps – solution: visibility of funds with daily payouts
Business objective were overdelivered with in first 4 months after product launch. Easypaisa strategically targeted users through full funnel campaign who were more likely to subscribe for savings
Before Knorr Blazin, the brand spoke mainly to kids. We were able to extend the high equity of Knorr to a new target audience and won their hearts with a very relevant communication. This was challenging since this was the first time we were extending an age old brand and Gen-Z has a very unconventional approach to life. But due to the brand’s reliability factor, along with the relevant communication that merged the old and the new seamlessly, we were able to grow 2.5X over our business case
CSD is a ginormous category with over 3200 million liters consumed annually, saturated with dominant long time players, who have claimed almost every positioning and space, making it a difficult category to enter.
Launching a new brand in the ""energy"" subcategory was challenging with Sting owning 97% market share, and according to new government regulations, we could not use the term ""energy"". The campaign demonstrates effectiveness where a new brand took on giants in the CSDs ""energy"" subcategory whilst being at a disadvantage, and still succeeding.
Tourism takeover by Walls's project aimed at unprecedented coverage of northern belt of Pakistan with objective to promote Tourism in the north as well as exponentially grow Wall's turnover from tourist geographies. An exceptional negotiation and collaborations effort with Government helped Wall's lead the largest deployment on sustainable tourism with 150
Environmental sign boards, 150 sign boards, 30 tourist signs, 450 benches accommodating 70,000 tourists and 300 dustbins. 100 Points of Sale spots generated 450 million of revenue with a record 150% revenue growth vs last year.
Ramadan Campaign 2022
Award Level
Silver
Award Category
Seasonal Marketing
Campaign Title
Ramadan Campaign 2022
Brand
-
Client 1
KFC Pakistan
Lead Agency
IAL SAATCHI & SAATCHI
Lead Agency 2
-
Contributing Agency 1
Synite Digital
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Al Naseer Alladin|Batool e Azra Jarrar|Fizza Shah|Amna Nadeem|Anam Hakeem|Raza PirBhai|Sana Malik|Maryam Tajalli|Natasha S. Meherhomji|Noor Alam|Ramiza Manzar|
Summary
KFC’s Family+1 deal elevated the spirit of giving in Ramzan, empowering customers with an extra meal that they could share with someone deserving and include them in their families. We hit a chord with #SharingFeelsGood and by letting consumers do good by their own hand, we had social media abuzz with comments and stories of KFC enabling sharing in the month of Ramzan, and our Ramzan sales grew nearly doubled since last year.
Every woman is guilty of hair
crimes! It doesn’t matter if it’s straightening, curling, or coloring. But with
all shampoo giants spending billions and claiming to deliver beautiful hair,
how does Vatika stand out?
Vatika made its consumers
come to terms with their worst hair crimes and presented itself as the one true
natural solution. To amp up the idea, the hair crimes were shown in a mug shot
– because messing with your hair is a real crime!
Daraz increased buyer conversion from 6.5% to 11%. To date, Daraz 11.11 Sale of Nov’21 is the biggest, most successful sale of Pakistan because of the participation of 14 banks, 15 logistic partners (domestic + nationwide), 200+ brands, and 36000+ sellers, resulting in 6.2million number of items sold and Pakistanis saving 470 million rupees in discounts.
Before Knorr Blazin, the brand spoke mainly to kids. We were able to extend the high equity of Knorr to a new target audience and won their hearts with a very relevant communication. This was challenging since this was the first time we were extending an age old brand and Gen-Z has a very unconventional approach to life. But due to the brand’s reliability factor, along with the relevant communication that merged the old and the new seamlessly, we were able to grow 2.5X over our business case
Oreo 75Years Freedom Cookie
Award Level
Silver
Award Category
Passion for Pakistan
Campaign Title
Oreo 75Years Freedom Cookie
Brand
Oreo
Client 1
Continental Biscuits Limited
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
-
Contributing Agency 1
GroupM
Contributing Agency 2
BBPR
Contributing Agency 3
IAL Saatchi
Contributing Agency 4
Talisman Animations
Individual Credits
-
Summary
A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well!
Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie!
A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.
Carbonated Soft Drink category is highly saturated with long-time dominating players, who have claimed almost every positioning and space to target youth. The campaign demonstrates effectiveness, both at product and communication levels, by harnessing powerful insight of youth and resolving tensions by speaking to them in their language to resonate with them.
Not to mention, launching a new brand in the ""energy"" subcategory was monumentally difficult with Sting owning 97% market share. Furthermore, according to new government regulations, we could no longer use the term ""energy"" anywhere.
With Gluco’s vision of Nourishing-Lives-of-Next-Generation and assisting mothers during their early-motherhood days, we set-out to create an emotional-space for Gluco through Gluco-Kahani, a well differentiated initiative that would be on every child’s playlist. With insight that children watch a lot of content on social-media, Gluco Kahani became that vehicle for mothers to get kids familiar with Urdu.
Besides emotional-payoff, Gluco-Kahani exceeded KPIs by receiving 110M+ impressions, 22M+ total & 5M+ organic views and 20% VTR, sparking conversations on online communities, influencers & publishers making Gluco-Kahani break clutter of foreign content.
Pandemic was still around in 2022, but this time people were going to meet in-person to celebrate eid. However, during eid days sourcing fresh notes for eidi becomes major roadblock since either the banks are closed or ATMs don’t work, so we changed the name of our brand to eidipaisa and gave customers an easy way to share eidi with their loved ones – digitally!
The campaign achieved reach of 14M that resulted in highest app store visit in two years, and throughput of 7.6M which was highest in 2022!
Super Nahi Tou 4G Nahi
Award Level
Bronze
Award Category
Internet and Telecom
Campaign Title
Super Nahi Tou 4G Nahi
Brand
-
Client 1
Jazz
Lead Agency
Fishbowl (Pvt.) Ltd
Lead Agency 2
-
Contributing Agency 1
Blitz Advertising (Pvt.) Ltd.
Contributing Agency 2
Iris Digital (Symmetry Group)
Contributing Agency 3
Kinetic Pakistan
Contributing Agency 4
O-Media
Individual Credits
-
Summary
Jazz, already the #1 data provider in Pakistan, now needed to become the preferred digital lifestyle partner nationally. #SuperNahiTou4GNahi (If its not Super, its not 4G) leveraged Jazz’s advantage as a Super 4G provider to showcase Pakistanis relatable usecases where superior internet enables them to bring positive change. The possibilities were endless, from selling pottery online to become an entrepreneur to bringing about a transgender rights revolution in the country - Jazz proved to Pakistanis that it was with them through every step and every avenue of their digital journey.
Jazz Mosafir: Safar Without Suffering
Award Level
Bronze
Award Category
Social Media
Campaign Title
Jazz Mosafir: Safar Without Suffering
Brand
Mosafir
Client 1
Jazz
Lead Agency
Fishbowl (Pvt) Ltd
Lead Agency 2
-
Contributing Agency 1
Iris Digital (Symmetry Group)
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
-
Summary
Travelling and tourism industry in Pakistan has sky-rocketed in the last 5 years. However, the industry’s infrastructure is still in its adolescence. People wanting to travel have to rely on the ever-changing rates and moods of local guides and hospitality workers. This leaves them open to deceit and not getting their money’s worth. Mosafir was launched to bridge this gap and become Pakistan’s pocket travel guide. The app’s launch used slice of life communications to build its friendly and trustable personality in a sea of distrust and confusion.
Wall’s Season Extension – Thand Hai Tou Kya Hua
Award Level
Bronze
Award Category
Marketing Disruptors-Services
Campaign Title
Wall's Season Extension - Thand Hai Tou Kya Hua
Brand
Wall's Ice Cream
Client 1
Unilever Pakistan Limited
Lead Agency
EPIC PICTURES
Lead Agency 2
-
Contributing Agency 1
-
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
--
Summary
Consumers perceive ice cream as a health hazard in winters due to the age-old myth that consuming ice-cream in winters can cause sore throat and flu. Season extension is an effort to bust that myth subtly by conveying the idea of 'Wall's ka season nahi mood hota hai'.
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. We achieved healthy brand growth through +200 Bps in Repurchase, +200 Bps in Recommended by Doctors, and +200 Bps in Recommended by Friends & Family.
Careem Food was in its infancy & eagerly looking to up it's brand awareness. In the T20 World Cup, we found the perfect opportunity to piggyback off of the ongoing online cricket conversation, particularly Pakistan's rivalry with India, England & New Zealand to deliver on a food campaign offering refunds to customers if Pakistan won the match on that particular day. The campaign took off better than we ever imagined, propelled by Pakistan's phenomenal performance against India (152-0) and put Careem at the center of the celebratory meme conversations online.
Spicy noodles and other spicy food challenges had been trending amongst the TG and we wanted to ride that wave with our very own spicy challenge. For the first time a brand like McDonald’s launched such a challenge on a national scale. The challenge was a huge success as the audience took up the dare leading to a massive trial generation of the new product. The unique new product earned recognition, established its price point, got a lot of traction and led the brand to over achieve its targets.
Brite has been a troubled brand since early 2000, and despite multiple communication attempts to establish itself a superior stain removal brand, it still remained behind the two giants (Arial & Surf Excel) in volume and value shares. As of Sep 21, the brand stood at 11. 7% value share, trailing behind the leader - Surf Excel (25.3%) and Ariel (21.2%)1. Brite sab right kardega 2.0 came along with a relatable insight and built around Pakistani food and their stubborn stains and was able to reach to 13.5% value share.
While it takes years for new brands to gain leadership in a new category, Sooper Soft Bakes gained leadership position in plain cakes segment within just 9 months post launch. With a unique product offering of a single serve plain cake in the shape of a madeleine along with Sooper’s iconic combination of egg and milk, Sooper Soft Bakes leveraged the legacy of its master brand and targeted tea consumption occasion across all ages and SECs with its unique dunk-able format.
Being a market leader Sooper not only faced lack of an emotive connect with the consumers, and a saturated category but it also faced competition from the counterfeit market that led to a negative growth trend. However, Sooper reversed this degrowth in a span of 2 years with double-digit growth achieved after 4 years through a 3-phase strategy of repositioning, new consumption occasions and brand extensions, and building iconic assets via packaging.
Cricket is one of the biggest passion points for Pakistanis, and within cricket, PSL is the biggest event. We wanted to leverage the event and the love our nation has for cricket, by launching an all-rounder campaign. We collaborated with two-time champions, Islamabad United. The campaign was a huge success, we achieved an 11% increase in top-of-mind and a 15% increase in sessions. This helped us achieve an 18% increase in sales.
To launch the first ever corporate campaign for EBM's new positioning, we talked about a fundamental human right being denied to girls of Pakistan- Education. When girls know their human rights, then a lot of wrongs can be made right.
Rituals – Polio Pakistan
Award Level
Bronze
Award Category
Positive Change: Social Good - Non Profit
Campaign Title
Rituals - Polio Pakistan
Brand
Polio - Rituals
Client 1
Pakistan Polio Eradication Programme (Pakistan)
Lead Agency
Ogilvy Pakistan
Lead Agency 2
-
Contributing Agency 1
-
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Aiman Saleem|Ayesha Sami Khan|Naved Qureshi|
Summary
A rigid community of Pashtuns who put their children's life at risk by rejecting polio vaccines based on false information are converted into a community of acceptors as each myth is dispelled in a creative communication to target the misperceptions that they had about the disease and the vaccine by combining their culture & language to create an impact.
Oreo 75Years Freedom Cookie
Award Level
Bronze
Award Category
Topical Marketing
Campaign Title
Oreo 75Years Freedom Cookie
Brand
Oreo
Client 1
Continental Biscuits Limited
Lead Agency
Alt Story (Pvt.) Ltd.
Lead Agency 2
-
Contributing Agency 1
GroupM
Contributing Agency 2
BBPR
Contributing Agency 3
IAL Saatchi
Contributing Agency 4
Talisman Animations
Individual Credits
-
Summary
A momentous occasion like 75 years of independence presented a unique opportunity to create a campaign that builds local brand relevance & core equity for Oreo while delivering short-term volume gains as well!
Introducing the limited-edition #PAK75TAN Oreo Freedom Cookie!
A first-ever unique cookie mould, in a disruptive packaging, amplified by a playful 360 campaign, resulted in significant equity gains, whereas the novelty of the limited edition leading to a surge in demand and immediate volume gains, making it a great example of effective marketing in this fiercely competitive category.
NESTLÉ NIDO is a brand of great heritage. However, with multiple competitors coming into the market and having diverse offerings in the Growing Up Formula category, the brand was losing out in sales to the competitors. There was a dire need to reframe the value of NIDO GUFs to improve sales and recruitment.
Rooted deep in consumer insight of letting the child explore if his/her nutrition is adequate, the brand introduced a new proposition of Triple Action Protection, that didn't just offer Gut Defense, but also Immune and Respiratory Defenses.
easypaisa savings
Award Level
Bronze
Award Category
Finance
Campaign Title
easypaisa savings
Brand
easypaisa savings plans
Client 1
Easypaisa - Telenor Bank
Lead Agency
Ogilvy Pakistan
Lead Agency 2
-
Contributing Agency 1
Starcom Pakistan
Contributing Agency 2
-
Contributing Agency 3
-
Contributing Agency 4
-
Individual Credits
Babar Khan|Farhan Khan|Rifah Qadri|
Summary
The launch of easypaisa’s Savings product disrupted the financial services industry by providing users with an option to earn daily profit on idle money kept in their easypaisa current accounts.
Lack of financial discipline – solution: free movement of fundsDetailed KYC forms – solution: 1 tap subscriptionLack of trust on other apps – solution: visibility of funds with daily payouts
Business objective were overdelivered with in first 4 months after product launch. Easypaisa strategically targeted users through full funnel campaign who were more likely to subscribe for savings
The case of the biggest, full-service online pharmacy
Award Level
Bronze
Award Category
Retail
Campaign Title
The case of the biggest, full-service online pharmacy
The issues of accessing authentic medicines from traditional pharmacies are accepted by consumers as frustrating tag-alongs when ill. These were highlighted in a series of light-hearted ads as significant problems; and flipped over by offering the simple solution of purchasing medicines with the tap of Tabiyat's app, going even further with doorstep deliveries within 4 hours. A quick trial was generated giving consumers an experience making their "tabiyat khush"!
Pakistanis celebrate multiple occasions with tokens and gifts like traditional sweets or mithai with no play for chocolates. In 2022, CDM embarked on a journey to create inroads for itself into gifting occasions in Pakistan, starting with Eid. It was critical for us to build awareness for Cadbury Occasions and make it a part of our consumer’s consideration set. A complete sell-out of 6mT in 2 cities along with sales of 8k boxes via website served as concrete evidence regarding the campaign's success and consumer hunger for similar product offerings.
In its first ever market place campaign, Dawlance achieved a staggering milestone of becoming the No.1 Home Appliances brand of Pakistan. The brand broke all records and industry benchmarks of its primary objective by attaining highest ever ROAS of 9.8x and recorded the highest ever sales in the brand online sales history. The campaigns success was highlighted by a 216% increase in the online sales of 2021 vs 2020.
Sensodyne Transformation to a Life Enabling Brand.
Sensodyne, the oral care sensitivity market leader expanded its brand with an aimed “moments campaign” to the less bothered. TVC achieved, 9K+ GRPs, 88%, and more via key partnerships/activations with a grand mainstream activation. Cricket, greatest passion point owned by Sensodyne was this campaign's official partner. Key entertainment content producers and a mega OOH campaign attracted 45M+ eyeballs. Customized digital tactics resulted in 143% + impressions. Influencer campaign on the first world oral health day activation raised 1.5% purchase intent, and 33.3% in brand growth, recording the highest sales twice.
“Dil badlein ge jab alfaz badleinge” – This summarizes the Gluco Mother’s Day campaign effectively where we acknowledge motherhood is a lonely journey where the toughest of critics are often your own relatives and those around you! With EBM’s and Peek Freans vision to nourish lives of the next generation, Gluco on Mother’s Day, initiated a conversation by flipping this criticism to acknowledgment, Kaisi Ho Maa to Kaisi Maa Ho, to transform our way of thinking in empathizing with our mothers who work 24 hours to raise their children.
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