C. Most effective use of direct marketing

Bronze
CAMPAIGN
Chok! Chok! Chok!
AGENCY
McCann Worldgroup Hong Kong
CLIENT
Coca-Cola China
BRAND
Coca-Cola
OBJECTIVES

Cola-Cola Hong Kong aimed to make a deeper connection with its teen core target.

STRATEGY

The brand found a way to transform the traditional TVC into an exciting experience — something that would literally make consumers jump off the couch while it aired. Using sound and motion detection technology, two very popular features among most of today’s smartphones, Coca Cola designed a mobile app inviting people to swing, or ‘chok’, their phone in front of the TV screen to catch tumbling bottle caps to win instant prizes. Yuya Furukawa, Executive Creative Director at Dentsu, Japan, described “Chok! Chok! Chok!” as “a campaign that could build real connection between the audience and traditional TV”.

RESULT

It was the first-ever interactive gaming promotion to launch in Asia, a traditional TVC ad promoted like a game consumers can play every night on TV. Chok! Chok! Chok! became the most successful branded promotional app ever launched in Hong Kong. The hype from the campaign brought a 12.5 per cent increase to the sales of Coca-Cola and another 10.6 per cent increase to the whole Coca-Cola franchise during the period, the best increment to the sparkling category in the past four years. Teens’ consumption frequency of Coca-Cola jumped and teens’ penetration jumped from 78 per cent to 83 per cent.

CAMPAIGN
My Car Is Your Car
AGENCY
Whybin TBWA Tequila
CLIENT
Insurance Australia Group
BRAND
NRMA Insurance
OBJECTIVES

In insurance, strong business results with respect to advertising are defined as calls volumes generated. So, the primary ‘sales’ objectives for the new repositioning campaign were to deliver the same number of (prospect-sales) calls as Unworry, the brand’s previous campaign and reduce the cost per call by 25 per cent from Unworry’s $30.54 to $22.91.

STRATEGY

The key message was ‘the difference with NRMA Insurance is we cover anyone who drives your car, even if you haven’t nominated them’. The campaign kicked off with NRMA Insurance recruiting Tom – a single twenty-something guy – to whom they promised to give a Volkswagen Golf on the condition that he share it with anyone in New South Wales who sees or hears that they can take it for a drive; all they had to do was register their interest by calling a number or logging their details on the prospect page on www.nrmainsurance.com.au. The media strategy used TV, press and outdoor to announce the idea, that people could borrow Tom’s car, while radio and digital news portals coupled with updates on Twitter, Facebook and Google Maps drove participation.

RESULT

This campaign exceeded the business’s expectations, decreasing the cost per call generated from $30.54 to $8.68 — thereby exceeding its key objective by $14.93.

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