AI Case Studies – Internationalist Awards

Trash Talk Turned Transformation: How AI Helped McDonald’s Make Litter Pay

July 10, 2025July 10, 2025 admin553

McDonald’s Sweden – “Deal with the Trash” Submitted by OMD Sweden Case Study Summary: In response to growing frustration over littering in Sweden—where fast-food packaging contributes to 15% of street waste—McDonald’s Sweden, with OMD, reimagined its loyalty program. Instead of rewarding purchases, it rewarded responsible behavior: properly disposing of trash—even competitors’ packaging—could now earn consumers […]

AI Turns Climate Anxiety into Belief: Vattenfall’s Fossil FreeDOM

July 10, 2025July 10, 2025 admin407

Vattenfall – “Fossil FreeDOME” Submitted by OMD Sweden Case Study Summary “Fossil FreeDOME” by Vattenfall, the state-owned Swedish multinational energy company, used AI to combat climate fatigue and reignite belief in a fossil-free future. As public optimism waned—especially among young Swedes—this immersive, AI-powered VR experience offered individuals a deeply personal vision of a sustainable world […]

AI-Powered Holiday Cheer Delivers 119% Sales Performance for Telstra

July 10, 2025July 10, 2025 admin489

Telstra – “Free Calls to Santa: Powered by Generative AI” Submitted by OMD Australia Case Study Summary Faced with a crowded holiday marketplace and economic pressures that made consumers less responsive to promotions, Telstra — Australia’s largest telecom provider — needed more than discounts to boost year-end performance. The insight: while Santa appearances were down […]

Real Beauty, Reimagined for a Digital World

July 10, 2025July 10, 2025 admin530

Dove (Unilever) – “Real Beauty for the AI Era” Submitted by Mindshare Case Study Summary: To mark the 20th anniversary of its Real Beauty platform, Dove launched a bold campaign to combat a new threat: AI-generated beauty standards. As generative AI tools began producing hyper-idealized images based on biased internet training data, Dove aimed to […]

Magnum’s AI Strategy Drove 30% Sales Lift by Turning Data into Demand

July 10, 2025July 11, 2025 admin1115

Magnum (Unilever) – “Ice Ice Maybe? With Data, Baby!” Submitted by PHD Germany x Weischer.JvB Germany Case Study Summary In the summer of 2024, Magnum, Unilever’s iconic ice cream, faced a dual challenge: unpredictable weather across Germany and inconsistent regional demand, even during ideal conditions. Instead of relying on broad, weather-driven media strategies, Magnum and […]

Don’t Just Target—Reassure: Samsung’s AI Turns Hesitation into Sales

July 10, 2025July 10, 2025 admin575

Samsung E-Shop – “Decoding Doubt: Selling Through Uncertainty” Submitted by Starcom Taiwan Case Study Summary In a highly competitive e-commerce market dominated by multi-brand platforms offering variety and discounts, Samsung E-Shop faced the challenge of distinguishing itself. Rather than competing on price, Samsung redefined its commerce strategy by addressing the root of consumer hesitation—doubt. Through […]

Print Gets Personal: How REWE Used AI to Reinvent Newspaper Deal Ads

July 10, 2025July 10, 2025 admin1082

REWE – RTRDP-DCO Submitted by OMD Germany Case Study Summary REWE, one of Germany’s largest supermarket chains, turned a traditional media channel—newspaper ads—into a high-performance, hyper-personalized marketing tool using AI and real-time retail data. In a country where print remains a critical driver of grocery shopping decisions, REWE faced a challenge: how to ensure every […]

Tourism in Real Time: Burgenland’s AI Playbook for Beating the Booking Curve

July 10, 2025July 10, 2025 admin529

Burgenland Tourismus – “Future Targeting for Burgenland Tourism” Submitted by MEDIAPLUS Austria Case Study Summary: To address the growing trend of last-minute travel decisions—55% of travelers now book vacations spontaneously—Burgenland Tourismus, with Mediaplus Austria, launched an AI-powered autumn campaign designed to dynamically manage regional tourism demand. Traditional static media planning methods were no longer sufficient […]

Continente’s €13M Recipe: How AI Turned Grocery Lists into Gold

July 10, 2025July 10, 2025 admin466

Continente – From Transactions to Tributes: How Continente Turned Shopping Data into a Personalized Year-End Celebration Submitted by Arena Media Portugal Case Study Summary: What if your grocery list could tell the story of your life? Portuguese retailer Continente posed that question at the end of the year—and delivered a breakthrough campaign that turned millions […]

From Rush Hour to Powder Hour: How AI Prompted the Perfect Escape

July 10, 2025July 10, 2025 admin295

Dolomiti Superski “Time Out? Superski!” Submitted by Weischer.JvB x St. Elmo’s Tourism Case Study Summary: Dolomiti Superski, the world’s largest ski destination with 12 interconnected resorts in the Italian Alps, is a breathtaking winter paradise offering something for everyone—from adrenaline-pumping slopes to wellness retreats and gourmet experiences. But in trying to be everything to everyone, […]