Category: Creative Strategy
This category will award work that uses deep strategic thinking on brand purpose and positioning or Mega Platforms to reach consumers.
As the Council you will look for:
A creative strategy applied to a brand or Mega Platform that sets the stage for incredible creative work, brought to life in an outstanding way. They will want to understand how this strategy represents a shift in the brand, category or passion points, how it was creatively executed, and what it accomplished.
KPI’s:
Entries must demonstrate a quantifiable impact (results) towards the problem being addressed, isolated for the specific period of the campaign:
Additional Supporting KPI’s (showing uplift in any of the following kpi’s only makes the case stronger):
- MROI increase
- Market Share / Volume Uplift
- Incrementality
- Brand Equity (MDS / Shift in Key Attributes)
Campaigns to score for:
NB: The campaigns listed below cannot be clicked to score or edit them directly.
- Flying Fish - Surprisingly Good, Mongezi 2.0
- Castle Lite - Nothing Beats Extra Cold
- Castle Lite - Nothing Hits Like Extra Cold
- Carling Black Label - Real Injury Time
- Castle Double Malt - Extra Smooth Express - Creative strategy
- Castle Milk Stout - Songs To Savour
- SAB Corporate - SAB130