VMLY&R COMMERCE | Geometry Wins Silver at Clio Awards 2023

The traditional Clio Awards honour advertising work that drives the industry forward and generates a competitive marketplace of ideas and connections within the creative community. In this opportunity, VMLY&R COMMERCE | Geometry Colombia won the silver award for The Billboard Label campaign for Buffalo Wings, Coca-Cola's key account.

It was an idea created by VMLY&R COMMERCE Colombia and Argentina that took advantage of Coca-Cola's traditional presence in the World Cup to generate a commerce activation in Colombia, a country that did not have the opportunity to participate directly in the FIFA World Cup Qatar 2022. The Billboard Label used a new hybrid technology that blended augmented reality and live streaming to generate real-time scans.

Fans had to use their mobile device to scan and match the billboard label with the bottle on their screens. Each scan of the billboard was rewarded with a World Cup coupon that participants could redeem at home or at any Buffalo Wings store. This campaign generated a 16% conversion and a 21% increase in total sales, with more than 1.6 million fan interactions.

"The Clio awards are one of the most prestigious festivals globally, and we are proud that The Billboard Label has earned this recognition, especially with a creative commerce experience that allowed fans to enjoy the World Cup from thousands of miles away. These scannable billboards in the Qatar stadiums went beyond brand awareness to create a moment of conversion that engages and entertains," said Edwin Pineda, CCO of VMLY&R COMMERCE | Geometry Colombia.