C. Most effective use of direct marketing

Silver
CAMPAIGN
ITer
AGENCY
OgilvyOne Worldwide, Beijing
CLIENT
IBM China
BRAND
IBM
OBJECTIVES

Chinese IT professionals are constantly bombarded with direct marketing material from IT solutions firms, which according to IBM has left them cynical and indifferent. IBM's goal was to reach out to 100,000 IT professionals, create buzz and influence among the group and improve the financial efficiency of its communications.i??i??

STRATEGY

IBM's idea was to produce content that would help people gain genuine insight into the issues that concerned them and which would also allow them to engage with their peers. It conceived a print and electronic magazine called ITer, which was intended to challenge the conventions of direct mailers.i??i?? The title was mailed to a database of IT professionals and attached to a leading IT magazine. Its content was drawn from ancient Chinese legends and stories given relevance in today’s IT landscape. Videos and multimedia formats were created to make the content ‘buzz-worthy’ and recipients were invited to post their views, thoughts and insights in a special section of the e-zine called the ‘Living Room’.

RESULT

IBM estimates that it reached out to 1,465,110 IT professionals. ITer's print circulation reached 893,348, over 2,000 people were following it on the microblogging site Sina, and over 1,300 people have subscribed to the e-magazine. IBM calculates in previous DM campaigns, for every dollar it spent on DM it was making less than one (0.58) individuals; while ITer allowed it to reach 4.2 contacts for every dollar spent.

CAMPAIGN
Bad Timing
AGENCY
Lowe Asia-Pacific
CLIENT
Unilever Vietnam
BRAND
Rexona Men Sports Defense
OBJECTIVES

Unilever planned to launch sports deodorant Rexona Men into Vietnam's mall deodorant category during the 2010 Fifa World Cup. The challenge was to do something radical and get heard in the midst of World Cup fever. Targets included reaching 30% of the 250,000 young male population in six key cities and sell 200,000 units of Rexona.

STRATEGY

Vietnamese men are some of the most obsessive when it comes to football, so the last thing on their minds mind would be the launch of a deodorant brand. Rexona therefore decided to combine two male obsessions - technology and women - and created the 'Rexona Cheerleaders'. Banners were used to lure men to the campaign website, where they could choose from 11 cheerleaders representing the different World Cup-playing nations. Using augmented reality and a webcam, men were able to feature in their own celebrations and create user-generated videos. These could then be shared with friends and colleagues. As an incentive, a ticket to the tournament was awarded to the best cheer created.

RESULT

Rexona reached 79% of its nationwide target at a cost of $95,000, driving 735,129 unique users to its website, at a cost of 13 cents per contact. Unilever beat its sales target by two-and-a-half times, selling over 500,000 units. The Rexona campaign site was rated the top World Cup website by Alexa.

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