Category: Scale & Adapt
This category will award the best example of a brand evolving an existing ABInBev idea and scaling it to increase local relevance.
As the Council you will look for:
A team that has adapted or improved an existing idea from your own brand or another ABInBev brand. The team must have evolved the idea to better fit consumers’ needs, market or brand - and then executed it at scale.
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.