A. Best integrated marketing campaign

The Shortlist
CAMPAIGN
adidas SKYCOMIC
AGENCY
TBWA\ HAKUHODO
CLIENT
adidas Japan
BRAND
adidas Japan
OBJECTIVES

adidas is a leading brand in Japan, but its association with the Japan National football team was not as strong as it should have been. The brand set out to tap into the excitement surrounding the FIFA 2010 World Cup by 'activating' its brand logo on the team's uniform.

STRATEGY

To unite the country behind the Japan national football team, adidas eschewed conventional advertising and instead created an innovative team send-off -a giant comic-strip that the team would see from the airplane as they departed Japan for South Africa. Over a five-week period, thirteen 300sqm comic strip panels were created. Combined, the resulting comic-strip measured approximately 3,900sqm. 13 panels were created, with each based on individual team players and created in the corresponding player's elementary school hometown. Schoolchildren, parents and fans from all over Japan gathered at the schools to paint the panels. The finished panels were photographed from above and uploaded to a dedicated website. Fans who could not attend were invited to send digital messages via e-mail, SMS, and Twitter.

RESULT

adidas created the world's largest comic strip and a new Guinness World Record. 63,000 people actively engaged with the campaign, including the 13,000 schoolchildren across the country who helped create the Skycomic.

CAMPAIGN
How we sold chocolate bars equaling more than 2.5 times the Great Wall
AGENCY
Ogilvy & Mather Mumbai
CLIENT
Cadbury India
BRAND
Cadbury Dairy Milk
OBJECTIVES

Cadbury Dairy Milk (CDM) had already penetrated India's sweet market by positioning itself as an ideal meetha/mithai (traditional Indian sweet) to eat during celebrations. But for the first time in five years, Cadbury's growth rate had dropped 10%. Cadbury aimed to double CDM's growth-rate to 20%-plus, without cannibalising other products in Cadbury's portfolio.

STRATEGY

While confectionery marketing in Europe plays on associations with romance and sin, in India sweets perform a spiritual role. So Cadbury decided to link chocolate with the Indian concept of eating something sweet before doing something for the first time, which is considered auspicious. Contemporary interpretations of 'Shubh aarambh' moments formed the crux of the campaign, which included a TV ad featuring a boy asking out a girl for the first time. The campaign was rolled out across television and other media.

RESULT

Shubh aarambh's recall outperformed CDM campaigns from the previous two years and became the most recalled chocolate advertising in 2010 (TNS Tracks). The TV ad's popularity extended online - attracting 750,000 views on YouTube and inspiring various online pastiches and mash-ups; and garnering 86,779 Facebook fans. Its popularity translated into business success, growing CDM by 42% in value and 33% in volume year-on-year (2010 versus 2009), with the biggest chunk of this growth driven during the post-campaign period.

DETAILS
 

 

 

 

 

 

 

 

 

CAMPAIGN
The Ultimate Start-Up Space
AGENCY
TBWA\Group Singapore
CLIENT
Pernod Ricard Singapore
BRAND
Martell VSOP
OBJECTIVES

Pernod Ricard Singapore's Martell VSOP was considered by younger consumer as a drink consumed by dads. The company therefore wanted to reposition the brand to appeal to younger, entrepreneurial consumers. The campaign's aim was to reach male and female Chinese Singaporeans aged 25-35 years old and overturn their perceptions of the spirits category and Martell VSOP in particular.

STRATEGY

Martell VSOP's brand positioning of 'Rise Above' formed the basis of the campaign, which would give aspiring entrepreneurs with a great idea for a business the chance to win a rent-free space for six months. First, it created a physical campaign centrepiece in Singapore's entertainment district, Clarke Quay - a retail space which it rented for a year, remodelled and dubbed The Ultimate Start-Up Space.The shop itself became a ‘living billboard’, with constantly changing projections of potential business ideas.

RESULT

During the campaign's four-month duration, it garnered 60,111 Twitter followers and 29,442 fans on Facebook. There were over 2m total unique views across all social media blogs and forums, the term 'ultimate start up space' achieved 26.3m Google search listings, Martell saw search traffic climb 40% and it estimates it received close to $870,000 in free PR.

CAMPAIGN
Future Daily on April Fool
AGENCY
McCann Worldgroup Hong Kong
CLIENT
Metro Publishing Hong Kong
BRAND
Metro Daily
OBJECTIVES

While sensationalist tabloid journalism and online gimmicks had driven the success of many newspapers in Hong Kong, Metro Daily had resisted the urge to head in that direction and had suffered as a consequence. Metro Daily wanted to create a campaign that not only promoted its brand and boosted online traffic, but which told the public that Metro is one of the few newspapers willing to uphold its professional standards.

STRATEGY

Distributed exclusively at 49 stations in Hong Kong, Metro Daily's readership comprises the well-educated working class of the city (more than 50% of the city's population), an audience that spends a lot of time online but which distrusts traditional media outlets. Two months before April Fools' Day, Metro created a website and mobile site called 'Newsin18yrs' and asked people: 'What will be making news headlines in 18 years?' Consumers contributed mock stories on things that matter most to their hearts, from politics, social issues, the economy, sports to entertainment. The paper published the most voted-for stories on its website, and then in a special print edition distributed on April Fools'.

RESULT

The campaign allowed Metro to satirise the decline of press freedom in Hong Kong, giving it stand-out from its peers. The paper received positive feedback from the public, politicians and fellow journalists and monthly traffic to the Metro Daily website increased 127%, adding 200,000 visitors to the site.

CAMPAIGN
CREATE 2011
AGENCY
Ogilvy & Mather Singapore
CLIENT
Singapore Economic Development Board
BRAND
Singapore Economic Development Board
OBJECTIVES

In 2008, the Economic Development Board of Singapore (EDB) found that 16-18 year-olds perceived engineering as "boring" and that it was the fourth most popular choice of subject for higher education, behind medicine, finance and business studies. Its goals were to move engineering into the top three; increase its popularity among youths two years away from making their higher education choices; and counter the perception of engineering as "boring".

STRATEGY

The EDB challenged kids to 'Create Tomorrow' through the Create 2011 competition and conceive an idea based on the 'The Future of Mobility'. A number of engineers, entrepreneurs and designers were brought onboard to spearhead the campaign. Activity started with the distribution of a transfer 'tatoo' of the competition logo, which doubled as an augmented reality code that activated an educational 3D virtual world via PCs. Teams of students submitted ideas and 20 finalists were selected. A social media element enabled people to vote for their favourite entries, converse and access campaign information.The launch event celebrated the participants as ‘Engineers of Tomorrow’ and the finale event recognised the finalists as ‘Rockstars of Engineering’.

RESULT

Around 300,000 students got involved in the campaign via social networks. Engineering rocketed up the rankings and became students' first choice of study, an increase of 54%. The perception of engineering as boring fell by 15% and the EDB calculates that the campaign will create 6,000 extra engineers in Singapore.

DETAILS
 
CAMPAIGN
FIFA World Cup Castrol Ichi-GO Campaign
AGENCY
Ogilvy & Mather Japan
CLIENT
BP Castrol
BRAND
Castrol
OBJECTIVES

Castrol's sponsorship of the 2010 Fifa World Cup presented an opportunity for the brand to build its profile in Japan and achieve a number of objectives: To bolster low brand awareness (31% among Japanese men, compared with 70% in Europe) and boost sales.

STRATEGY

Castrol set itself a challenge - to link the seemingly disparate concepts of engine oil and football by developing the world's fastest kicking machine, the Ichi-GO. The campaign started with the release of information detailing the production process via social networks and blogs and a dedicated website (www.castrol-l.jp). Castrol tested a prototype, before constructing a gasoline-powered engine in September. By November, the Ichi-GO robot was able to stand by itself. Throughout December and January, after much trial and error, a kicking leg that could boot a football at 200km/h was in operation. On January 25, 2010, the Ichi-GO made its public debut at a packed press conference in Tokyo. The robot received subsequent invitations to a variety of events and TV programmes during the build-up to the World Cup. Capping it all, during the World Cup in South Africa, the Ichi-GO broke the Guinness world record for “fastest football kick by a machine”.

RESULT

The Ichi-GO became widely discussed online, with Google recording 11m search hits on the story; and was covered in 150 media outlets. Most tellingly, it contributed to Castrol's largest sales boost in years - its premium product range grew 29% in volume and 25% in gross margin year-on-year.

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