BronzeCgates
- Entrant
- Fabula Rud Pedersen Lithuania
- Country
- Lithuania
- Brand
- Cgates
- Advertiser
- Fabula Rud Pedersen Lithuania
Cgates is the fastest, but not the biggest internet provider in Lithuania. To strengthen brand awareness (Top of Mind) and consideration, we built the “Eik tu namas” image campaign around a deliberately narrow, honest positioning: Cgates doesn't sell “internet for everyone” - it sells the world's first and fastest “Flat Internet”, aimed at one clear audience, apartment residents. This spin-off extended that idea into a channel no one else dared to touch.
Cgates had a weak brand Point of Difference: it was often confused with competitors or simply unknown, its service only works in flats, and its marketing budget was smaller than the competition's. We needed maximum impact and reach, but couldn't outspend anyone. So we asked: why advertise where everyone else is, when we can own a space they're all afraid of?
We took the campaign somewhere no internet provider goes - porn sites, because ignoring an audience that big would, in our words, be the real indecency. Good content needs good internet, and bad internet always breaks at the worst possible moment.
To keep continuity, we brought back the same recognizable character from the main campaign - the one who kept shouting "This...
ShortlistHungry?
- Entrant
- Not Perfect Tallinn
- Country
- Estonia
- Brand
- R-Kiosk
- Advertiser
- REITAN CONVENIENCE ESTONIA AS
People often get hungry on the long drive to the ferry terminals. But when hunger strikes, their first choice is usually the ferry restaurant. So we made a simple association: hungry? Go to R-kiosk, by placing outdoor ads along the roads to the ferry terminals, making people's growing hunger more visible the closer they got. On board, we promoted our full food range with campaign materials and merchandise.
ShortlistThe Heart Wants Vapiano
- Entrant
- Vapiano Estonia
- Country
- Estonia
- Brand
- Vapiano
- Advertiser
- Vapiano Estonia
When LaBocca, a major new italian restaurant, announced it was opening practically next door to Vapiano Foorum in central Tallinn, the obvious reaction would have been panic, a price war, or silence. Vapiano did none of these.
Instead, Vapiano launched its campaign on June 2nd, nine days before LaBocca's opening, making sure the entire area around Vapiano was already covered in its own messaging by the time the competitor opened its doors.
The campaign used the exact moment of heightened attention to remind two audiences why they already loved Vapiano.
For locals, the message was playful, not defensive: "Menüüd võib ju sirvida… aga süda kuulub Vapianole" - you can browse the menu, but your heart belongs to Vapiano. The competitor was never named. Context did the work.
For Finnish visitors arriving by ferry and walking from the harbour toward the city centre, directly past the competitor and Vapiano Foorum, the strategy was different: functional, timely messages about price, pasta and proximity, placed exactly along their physical decision journey. Because Estonian-language outdoor advertising is a legal requirement, Vapiano crafted Estonian wording deliberately chosen to be int...
