#TMK22 Discover the winners of the 15 categories of the 2022 Marketing Trophies - Brand Strategy > Brands

#TMK22 Discover the winners of the 15 categories of the 2022 Marketing Trophies – Brand Strategy > Brands

The Marketing Trophies rewarded, on Wednesday November 23, the best initiatives of the year 2022 in terms of customer experience, brand content, influence, loyalty or even positive environmental and societal impact. Here is the list of winners in the 15 categories.

Branding/Image Category

Gold: MMV & Decoupled Agency

MMV offers a range of hotels and club residences in 16 resorts in the Alps. To modernize its image and anchor its positioning as a mountain expert, the brand entrusted the Dékuple agency with the visual and editorial overhaul of its brand identity. The result: a modern and impactful territory allowing the brand to express its positioning from its logo to its establishments, through all the points of contact.

Silver : Bio c’ Bon x ST JOHN’S ISOSKELE

Bronze: Little Ship x BETC Design

Category Media Campaign

Or: Zalando

For a summer of 2021 placed under the sign of good humor, Zalando has launched the “Creators of Optimism” campaign. On the program: daily doses of optimism on social networks, a cover of the hit Show Me Love by Waxx and Jok’Air in a lively and dynamic clip, with a catchy choreography by Salif Gueye, to finish with a challenge on TikTok and Instagram. Enough to make the French dance all summer long!

Silver : Cofidis x M6 Advertising

Bronze: Marionnaud

Conquest Category

Gold: Arkéa Banque Entreprises & Institutionnels

Arkéa Banque E & I is a bank of Breton origin well known in its territory but suffering from a lack of notoriety in other regions, including Hauts-de-France. Faced with the heavyweights of the banking world historically established in the region, how to bring out the name of the bank? Answer: by capitalizing on what makes it different from the major players in the banking sector through an original communication campaign.

Silver : Zeiss x Dentsu Creative

Bronze: Volkswagen Financial Services x Oswald Orb

Category Data

Either: Engie x Performics

As a leader in the energy transition and faced with a saturation of media coverage, Engie is setting up a scoring of its customer audiences in order to identify appetizing audiences and eligible for cross-sell or up-sell. Scoring responds to two challenges: putting an end to the search overexposure of customers and personalizing the end-to-end search experience to audiences eligible for Engie offers.

Silver : Bouygues Telecom x Realistics

Bronze: Macif

Category Drive-to-Store

Let: BUT x Agency December Couplet

On the occasion of its 50th anniversary, the BUT brand (315 stores) has embarked on a strategy of complete digitization of its drive-to-store system, in order to anticipate the “OUI PUB” directive and the possible end of flyers. Dékuple supported BUT in its Mix Media approach with in-store performance measurement, which is essential for the brand.

Silver : Grand Frais x KR Wavemaker x Wellpack

Bronze: Audi x Extend x Adot

B2B studies category

Gold: AVIV (SeLoger Group) x OpinionWay

Faced with the urgency of the housing issue and on the occasion of the 2022 presidential elections, SeLoger conducted with OpinionWay, a major national consultation with the General Public, real estate professionals. An unprecedented and ambitious action to gather, listen and act which has made it possible to formalize a manifesto submitted to the Government.

Silver : Fnac Darty x Havas x Adot

Bronze: Havas Media Group

B2C studies category

Gold: WWF France x FranceTV Publicité x BVA Group

WWF France, FranceTV Publicité and BVA have joined forces to conduct research on the effectiveness of a communication strategy promoting the adoption of sustainable behaviors when broadcasting a sporting event. FranceTV Publicité is committed to a responsible and incentive-based approach and is carrying out several initiatives in this direction with the advertising market with the aim of giving “pmore space(s) to responsibility“. The objective is to experiment with this strategy, which is based on the theory of cognitive dissonance, with viewers of rugby matches.

Silver : Twitter x iligo

Bronze: AXA Group x Toluna Harris Interactive

Category Experience

Or: Bungie x paradise

To celebrate fans of the game and engage them on a subject they are passionate about, heaven and Bungie have created “Threads of Light”, the first digital magazine featuring the best character skins created by the community. The players thus propose their most beautiful characters, and the three best are selected to make the cover of the magazine, which appears every two months.

Silver : Crunchyroll

Bronze: Spring x UserAdgents

Loyalty Category

Or: Macif

After several months of pandemic, Macif questioned its 5.5 million members via an unprecedented survey by asking a simple but essential question: “How are you?”. Important results were obtained with nearly 550,000 respondents. An innovative rebound system has also been put in place to offer personalized and almost instantaneous support solutions.

Silver : picard

Bronze: Accor x We Are Social

Category Positive environmental impact

Either: Guerlain x MNSTR

At a time when all brands are investing in virtual playgrounds with speculative optics, Guerlain is doing the opposite and using the most responsible blockchain on the market (Tezos) to put the spotlight on its initiative and finance a biodiversity preservation project undertaken with Yann Arthus Bertrand.

Silver : AXA Prevention x Hungry and Foolish

Bronze: ecosystem x Dentsu Creative

Category Positive societal impact

Or: Helpers x Garage x Unify

The deployment of the 3rd “Fête l’amour” campaign by Aides on Unify’s digital ecosystem makes it possible to raise awareness among French people of social issues in an educational, informative form.

Silver : Reebok x Safe Place x Soqo*

Bronze: adidas x MNSTR

Category Influence

Or: EDF x We Are Social

While the Covid-19 pandemic is preventing EDF, the second most visited company in France, from carrying out its educational visits to hydroelectric power stations, the group had to imagine a solution to continue to educate young people about the importance of cleaner energy production. How ? By transposing a visit to a dam within their own universe, the metaverse, and in particular in Microsoft Flight Simulator. With 2 million players, the game is a replica of our planet, allowing you to discover virtually any region of the world aboard a plane… including the Serre-Ponçon dam.

Silver : Macif x iloMba iMages

Silver : Cityscoot x Melty x Reworld Media Connect

Bronze: The Postal Bank x 65db

Category Launch

Or: Reebok x Believe x We Are Young Agency

Rapper Jul corresponds to Reebok which is a popular brand, catering to a wide audience and offering accessible clothing and shoes at affordable prices. In collaboration with the Believe music label, the WeAreYoung agency and the Gold and Platinum brand, Reebok has decided to make a capsule collection mixing two worlds, motorsport and Jul’s signature OVNI by offering a complete training, two pairs sneakers, and sportswear accessories. A collection in which the artist has been very involved.

Read also: Marketing Content First Trophies 2022 who are the winners

Silver : Petit Navire & Altmann + Pacreau, Edelman France, Colorz & Oconnection

Bronze: Rockstar x MNSTR

Category Employer Brand

Gold: Electro Depot

With the aim of supporting its employees in store, Electro Dépôt has set up a Hackathon with the aim of creating 5 e-learning courses for the various establishments of the brand on product families.

Silver : LVMH x The Good Company

Silver : Union of Musketeers – R2 Digital Agency

Notoriety category

Either: Macif x Espérance – The Good Company

15 years after its last TV campaign, Macif is speaking out again and reaffirming its mutual DNA: an insurer belonging to its 5.6 million members. And because the words of its members will always be its best publicity, the brand is unveiling a campaign without filters, without actors, without scripts, without advertising tricks, where it fades away to give way to the words of its members.

Silver : MIDAS x Dentsu Creative

Bronze: Cultura x ST JOHN’S ISOSKELE

The Audience Award 2022 was awarded to Grand Frais x KR Wavemaker x Wellpack (already awarded a silver medal in the Drive-to-Store category)!

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