DDB UK has scooped a Gold and two Silver awards at this year’s international IAB awards for its Budweiser Ice Cold Index campaign.
The innovative work linked the price of the beer to local temperature. Simply put, ‘the hotter the day, the less you pay.’ The cut-through campaign was designed to drive trial amongst young Irish males and establish Budweiser Ice Cold as the refreshing alcoholic drink of the summer.
The agency developed a multi-platform mobile app to enable the idea, supported by TV, outdoor and online advertising. The campaign celebrated impressive results with the app reaching over 30,000 pockets in the first weekend of its launch, reaching the agency’s download target for the entire summer overnight, making it the most popular app in Ireland. T
hese latest wins see DDB UK build on its success with this campaign at this year’s Cannes Lions International Festivity of Creativity, from which the agency picked up five awards in total, including Bronze in the Promo & Activation Category.
Simon Richings, digital creative director at DDB UK, commented: “We’re delighted to have been awarded a Gold and two Silvers for our Bud Ice Index campaign. It’s one of those super-simple ideas that’s actually very complex behind the scenes. The whole team, creative, strategy, technology and accounts, all worked really hard to pull it together. It’s really paid off, for both us and our client.”
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