B. Most effective use of advertising

Bronze
CAMPAIGN
Shangri-La Campaign - "It's in our nature"
AGENCY
Ogilvy & Mather Advertising, Hong Kong
CLIENT
Shangri-La International Hotel Management
BRAND
Shangri-La Hotels and Resorts
OBJECTIVES

In 2009, after nearly 40 years of growth, Asia Pacific Shangri-La Hotels and Resorts set itself a goal of achieving an extra US $90m in room revenues. But the global economy was in the midst of a major recession and with room supply outstripping demand and luxury hotel sales dropping 14.2% year on year, this was a tall order. In order to reach its own target, Shangri-La worked out it had to sell 10 more hotels per hotel per night.

STRATEGY

Shangri-La consulted its stakeholders, including staff, guests, travel agents and industry journalists, to identify how it was perceived. 'Shangri-La treats guests not as king but as kin, as family' formed the basis of te campaign, which incorporated a film of a traveller lost in a snowy landscape who is rescued by wolves. The concept and its visual cues were carried through to the hotel group's corporate collateral, including folders, factsheets and brochures, while a pocketbook-style brand manifesto was written to inspire staff. Before the branding campaign went public, the creative was shown to Shangri-La's 66,000 staff.

RESULT

The campaign beat Shangri-La's business objective by more than fourfold, with 57 hotels selling 937,980 more rooms in 2010, equating to 45 more rooms per hotel per night and a year-on-year revenue increase of US $302.7m.

DETAILS
 
CAMPAIGN
Everybody hurts when you speed
AGENCY
Grey Melbourne
CLIENT
Transport Accident Commission of Victoria
BRAND
Low level speed
OBJECTIVES

 

Speed is the biggest killer on Victorian roads. Against a background of apathy and message fatigue, TAC aimed to demonstrate how many peoples’ lives are affected by one single act of speeding.

STRATEGY

TAC’s analysis reveals that speeding is implicated in 30% of fatal crashes in Victoria and that 70% of drivers self-report that they speed at least some of the time.

Its campaign aimed to focus on raising awareness of speed as a major contributor to road trauma and to get speeders to slow down. It was also a part of TAC’s long-term goal of making speeding socially unacceptable.

TAC decided to base the campaign on testimonials from the family and friends of Luke Robinson, who was 19 when he died as a result of speeding.

An unprecedented 26 testimonial ads went to air simultaneously on television and online over a two-week period. As they rolled out, viewers started to piece the stories together, until on the final night they came together to form a three-minute mega-commercial.
 

RESULT

The raw emotion of the testimonials generated more than A$1.5 million worth of earned media – from TV, radio, talkback, op-eds, online forums, etc.

The campaign had a demonstrable, quantifiable impact on self-recorded speeding and contributed to a record low annual toll; the ultimate achievement for any road safety campaign.
 

DETAILS
 
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