B. Most effective use of advertising

Bronze
CAMPAIGN
Slow Mo
AGENCY
Clemenger BBDO / Clemenger Proximity Melbourne
CLIENT
Carlton and United Brewers
BRAND
Carlton Draught
OBJECTIVES

With a declining beer market, the doubling of the number of beer brands in a three-year period, and the severe price discounting of the imported beer category, 2011 was expected to be a fight for the traditional mainstream beer Carlton Draught. The mainstream squeeze had well and truly hit the Australian beer market, training fickle consumers to expect more for less. The challenge was to remind drinkers that Carlton Draught was as valuable a beer as any import, despite its sub-category being dusty and unexciting.

STRATEGY

The brand created a television commercial to build commitment with its core audience, giving them a reason to fall more deeply in love with the Carlton brand. Instead of satirising the over-complicated, Carlton Draught celebrated the simple. So the brand created ‘Slow mo’, a 60-second TVC that literally slowed the pub down. It suggested that we should slow down, simplify life, and if we can’t get to down to the pub, take some of that spirit into everyday life.

RESULT

As a result, Carlton Draught deepened commitment with its core users, but more importantly grew in value, volume and price, in an intensely competitive market of rapidly shrinking price points.

CAMPAIGN
Walking On Air
AGENCY
DDB Auckland
CLIENT
NZ Lotteries
BRAND
Instant Kiwi
OBJECTIVES

Buying Instant Kiwi was akin to buying an immediate buzz kill. New Zealanders didn’t believe they would win and worse, felt like losers for even trying. Instant Kiwi had lost its winning feeling. The product was changed to increase ‘winnability’, but that didn’t mean New Zealanders’ attitude towards it would. NZ Lotteries needed people to suspend their disbelief long enough to try the all-new Instant Kiwi.

STRATEGY

The strategy was to reverse the ‘Instant Kiwi loser paradigm’ to rejuvenate the brand. The springboard for the creative embodied the spirit of ‘the Instant Kiwi winning feeling’. The TVC ‘Walking on air’ shows a winner in action — to the tune of the Greatest American Hero theme tune Believe it or not — and is centred on an unlikely Instant Kiwi hero whose world is literally transformed

RESULT

‘Walking on air’ did just that. You could instantly feel the high that comes with Instant Kiwi changing your day. Average weekly sales grew by 48 per cent. The top five highest non-Christmas sales weeks of all time have been since the launch. Delivering an ROI of $8.24 for each dollar spent in the first year, Instant Kiwi certainly got back that winning feeling.

CAMPAIGN
MNP – ‘No Idea, Get Idea!’
AGENCY
Lowe Lintas and Partners
CLIENT
Idea Cellular
BRAND
Idea Cellular
OBJECTIVES

India’s Department of Telecom announced the launch of ‘mobile number portability’ (MNP) on 20 January, 2011. MNP allowed consumers to switch their telephone provider without the hassle of changing their number. The launch was an opportunity for telecom providers to gain subscribers from competitors, equally it was a threat for those who lost them. In this context, Idea Cellular launched the ‘No idea? Get idea!’ campaign in November 2010, which ran until February 2011.

STRATEGY

The prime focus of the campaign was on four fundamental problems that users faced with their mobile operators, including call drops, wrong billing, customer service, and tariff plans. Idea Cellular offered an answer to all these problems. The brand’s ad said: ‘Problem with your operator? Switch to Idea!’

RESULT

Idea Cellular’s objective was to be the leader in net gain through MNP by the end of the third quarter in 2011. The purpose of the campaign was not only to capitalize on MNP as an opportunity, but also to strengthen perceptions about key service elements such as network quality and customer service. The brand succeeded in achieving both goals. The net gain for the brand through MNP was significant compared to other leading players.

CAMPAIGN
From Anti-Smoking to Pro-Quitting
AGENCY
Ogilvy & Mather Advertising Singapore
CLIENT
Health Promotion Board
BRAND
National Smoking Control Campaign
OBJECTIVES

Measures such as tough campaigning, graphic imagery on packaging, and legislation were proving ineffective in Singapore, and resulting, instead, in smokers feeling marginalised and smoking more, not less. The Health Promotion Board was tasked with fighting one of the oldest surviving addictions of mankind, a physical and an emotional dependence.

STRATEGY

Instead of diminishing the physical value of smoking, the Health promotion Board needed to enhance the social and personal value of quitting. What sparked the idea was an insight into the act of quitting — it was motivated by a myriad personal reasons and gave quitters a huge sense of accomplishment. The campaign elevated smokers to national heroes for making the decision to quit. It celebrated the many unique reasons leading to their decision, and every individual quitter’s journey through quitting. A moving TVC was created featuring real quitters stepping forward to take the pledge to quit. Each hero told a powerful story, which was then written in their own handwriting on T-shirts in the form of a pledge: “I quit because… ”

RESULT

The campaign was recognised as a positive departure from a typical anti-smoking communication. HPB is also developing a smoking cessation campaign toolkit to be rolled out to other countries.

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