2024 Winners

Case Summary

This case underscores that marketing is a value exchange between consumers and brands. To receive more from customers, brands must consistently provide higher value. In 2023, Sprite embraced its mission to keep Gen Z cool by integrating content, tech, and commerce. Enter, ‘Sprite, Joke in a Bottle’, an interactive platform that took Sprite from a mere physical refresher to a provider of comic relief. A ‘buy- scan-enjoy’ model made it a purchase-linked experience that fast-tracked sales and led to massive engagement, user-generated content, and created a captive community of comedy-loving Sprite drinkers.

Case Summary

This is a case of how distinct assets can help ME-TOO products win against category giants. Our distinct asset of a ‘spiritual-guru’ who encouraged everyone to live in the moment helped Pure Magic (a me-too) win against Dark Fantasy! Where? In South India, which contributes to 50% of all chocolate-filled cookie sales in India, where Dark Fantasy held a mammoth 72.5% share and Pure Magic was at just 11.6%. Despite Pure Magic’s media spending being almost half that of Dark Fantasy, our market share grew from 11.6% to 15.3% (Jan-Dec’23 vs Jan-Dec’22).

Case Summary

How does a brand (in this case national sports team) leverage a perfectly timed event to ignite a cultural sensation and turn it into a tipping point for lasting change? For the Matildas, Australia’s under-rated and under-supported women’s football team, the breakthrough was in elevating their heroic performance at the first-ever Australia-based World Cup into a rallying cry that ignited the whole nation’s passion.‘Til it’s done’ helped to fill stadiums, set viewership records, trigger government funding for women’s sports and inspire lasting change.

Case Summary

Yes, it’s a bench. Just a bench. A real one, not AR. Made of simple stone and paint, no epic film, no genAI deep fakes, no cryptoNFThingamajigs. So yes, this Effie case is a rather old-fashioned one. About the enduring power of a single-minded idea, executed with great conviction, and at scale. Proving that even in a ChatGPT era, nothing beats solving users’ real-world pains cleverly and well.

Case Summary

Flipkart, an e-commerce platform, faced fierce festive competition with rivals like Amazon, which had similar offerings but deeper pockets - 3x our media spend. Instead of joining the crowd in shouting deals, we hid ours, making consumers work for them. They deciphered secret messages or scanned 60 QR codes for 1 offer. This approach increased the perceived value of the deals, catering to the deal hunter mentality. Results: - GMV increased 128%, revenue ROI of 1:49 - Secured dominant festive market share

Case Summary

In India, 80% of women do not have access to a bank account. Traditionally, men are in charge of household finances, including access to the bank account. Ujjivan Small Finance Bank wanted to change that. Leveraging a cultural insight, we transformed a cultural signifier of prosperity – ‘Shagun Ka Lifafa’ (Envelope of Blessings), gifted at weddings – into a tool of financial inclusion. We reimagined these envelopes as bank account opening forms. Thereby empowering over 300,000 women with bank accounts.

Case Summary

Unpredictable climate change has led to Indian farmers losing $5.1Bn worth of crops since agri-practices traditionally follow predictable seasonal patterns. This includes Lay’s farmers who lose 20% of their crop every year despite following best practices, creating supply-chain inefficiencies detrimental to farmers and businesses. To make farms climate-resilient, we developed ‘Smart Farm’- a real-time monitoring system to generate early warnings and actionables before a climate crisis hits. Successfully digitising crops to a pixel level, we are empowering farmers with predictive intelligence amidst unpredictable climate change with 92.5% accuracy and bolstering financial stability by +$55/acre.

Case Summary

How does a Thai Cultured Drinking Yogurt challenger carve a space for itself in a category that established competitors have turned into a sacrosanct, and deliciously sweet, daily habit? For Delight, and its 0.1% sugar variant, the breakthrough came from tapping into a cultural truth against the giants’ white lie—the delivery of probiotic health benefits made palatable through highly sugar-loaded formulas. By making hilariously loud & clear that ‘if you really care you don’t sugar-coat’, the ‘Not Very Sweet’ campaign garnered million impressions and penetrate to future engine.

Case Summary

How does a brand (in this case national sports team) leverage a perfectly timed event to ignite a cultural sensation and turn it into a tipping point for lasting change? For the Matildas, Australia’s under-rated and under-supported women’s football team, the breakthrough was in elevating their heroic performance at the first-ever Australia-based World Cup into a rallying cry that ignited the whole nation’s passion.‘Til it’s done’ helped to fill stadiums, set viewership records, trigger government funding for women’s sports and inspire lasting change.

Case Summary

How might Cadbury Celebrations, a festive-gifting brand, expand its relevance to all-year-round gifting? Birthdays signalled an occasion with the highest gifting intent, but a box of assorted Cadbury chocolates felt pretty ‘cookie cutter’ in a culture of show-and-tell birthday gifting. Cadbury disrupted birthdays with a personalised touch that enabled gifters to create over 1.2 million unique birthday songs through a magical symphony of three Gen AI tools. This experience made birthday wishes unforgettable, pushing consideration by 85% and lifting non-festive sales by a solid 10%.

Case Summary

Yes, it’s a bench. Just a bench. A real one, not AR. Made of simple stone and paint, no epic film, no genAI deep fakes, no cryptoNFThingamajigs. So yes, this Effie case is a rather old-fashioned one. About the enduring power of a single-minded idea, executed with great conviction, and at scale. Proving that even in a ChatGPT era, nothing beats solving users’ real-world pains cleverly and well.

Case Summary

Yes, it’s a bench. Just a bench. A real one, not AR. Made of simple stone and paint, no epic film, no genAI deep fakes, no cryptoNFThingamajigs. So yes, this Effie case is a rather old-fashioned one. About the enduring power of a single-minded idea, executed with great conviction, and at scale. Proving that even in a ChatGPT era, nothing beats solving users’ real-world pains cleverly and well.

Case Summary

Against the backdrop of a climate crisis, corporate greenwashing, and rising living costs, discover how ANZ bank removed 11,374 tonnes of CO2, ignited a movement of sustainable home lending and arrested declining corporate reputation – all with a new product, and some clever communication. Enter the ANZ Good Energy Home Loan. An innovative new product offering Kiwis a home loan top-up of up to $80K at an interest rate of only 1%, exclusively for energy-efficient home upgrades. A campaign truly for the planet and the pocket, making climate-positive actions affordable.

Case Summary

How does a brand (in this case national sports team) leverage a perfectly timed event to ignite a cultural sensation and turn it into a tipping point for lasting change? For the Matildas, Australia’s under-rated and under-supported women’s football team, the breakthrough was in elevating their heroic performance at the first-ever Australia-based World Cup into a rallying cry that ignited the whole nation’s passion.‘Til it’s done’ helped to fill stadiums, set viewership records, trigger government funding for women’s sports and inspire lasting change.

Case Summary

In India, 80% of women do not have access to a bank account. Traditionally, men are in charge of household finances, including access to the bank account. Ujjivan Small Finance Bank wanted to change that. Leveraging a cultural insight, we transformed a cultural signifier of prosperity – ‘Shagun Ka Lifafa’ (Envelope of Blessings), gifted at weddings – into a tool of financial inclusion. We reimagined these envelopes as bank account opening forms. Thereby empowering over 300,000 women with bank accounts.