H. Best brand loyalty marketing campaign

The Shortlist
CAMPAIGN
PULPY CATCH
AGENCY
BBH China
CLIENT
The Coca-Cola Company
BRAND
MINUTE MAID PULPY
OBJECTIVES

In 2010, Minute Maid Pulpy in was already the biggest juice brand in China, but Coca-Cola were faced with the challenge of maintaining momentum and converting brand 'triers' into brand 'lovers'. The brand also wanted to grow sales.

STRATEGY

Leveraging the idea that consumers like to ‘play’ with pulpy juice in their mouths, Minute Maid launched an integrated ‘Pulpy Catch’ campaign that placed Pulpy at the centre i??of high-energy play. The campaign launched with a TVC in which Hong Kong pop star Eason Chan and his girlfriend compete in a straw-sucking contest to see who can get the pulp. The straw-play motif was carried over into key visuals, including in-store graphics, out-of-home communications, and a magazine advertorial. A partnership with web video site Tudou.com allowed users to upload playful videos in an American Idol-style contest that had a nationally televised finale and a top prize of 1kg of gold. Pulpy Catch also spawned a set of casual interactive games that mimicked the sensory play of drinking Pulpy, and the drink was integrated into the episodes of Tudou’s daily Jiong cartoon.

 

RESULT

Minute Maid Pulpy became the most loved beverage brand in China - a first for a non-sparkling beverage, and an increase of 8.6 percent in measured brand love metrics in just a year. The campaign generated RMB97.55 million worth of buzz and publicity, including coverage on TV, internet, and in print media. The Tudou promotion generated an additional 16,324,000 online page views and massive participation across China. Minute Maid Pulpy's year-on-year sales grew by 20 percent as a result.

CAMPAIGN
This Beauty Never Sleeps
AGENCY
Mindshare India
CLIENT
Hindustan Unilever
BRAND
Be Beautiful
OBJECTIVES

The 'Be Beautiful' campaign was launched as a multi-brand initiative that included Sunsilk, Ponds, Dove, Lakme, and Vaseline to counter the challenge posed by other beauty brands in the market. The goal was to position the platform as an expert source on beauty and building ongoing conversations with consumers.

STRATEGY

The Be Beautiful campaign was targeted at India's fashion-conscious women who were constantly on the hunt for the best of personalised beauty solutions. Unilever and MindShare developed an application for mobile phones that offered expert beauty advice, celebrity beauty tips, intelligence on beauty trends, friend connections, and free makeovers and salon treatments. Via a partnership with the largest mobile operator in the country, Unilever was able to reach out to specific demographics, including female-centric online communities. Users were able to access the application's content offline, thanks to a unique SMS technology that activated the application every morning - a first for India.

RESULT

The campaign reached about 11 million users and more than 300,000 women downloaded the 'Be Beautiful' application for their mobile phones, making it India's largest downloaded branded mobile application that wasn't related to messaging or gaming. The application continues to be a woman's beauty companion.

CAMPAIGN
Dining 15% CashBack campaign 2010
AGENCY
TBWA\Group Singapore
CLIENT
Standard Chartered Bank
BRAND
Consumer Banking, Credit Cards
OBJECTIVES

TBWA was set the challenge to strengthen Standard Chartered's position in the competitive credit cards market and increase its card usage. This required finding a way to break out of the conventional discount-driven promotions and create a disruptive offer that would get consumers to start using their long forgotten Standard Chartered card (if they had one at all).

STRATEGY

The agency identified a strategic opportunity in they way consumers were using their card. When people dine out, they typically chose the dining experience first and then play the 'card game' to decide which card to use based on the discounts each offers. Armed with this insight, Standard Chartered decided to give all its card members a guaranteed 15 percent rebate on dining at every restaurant in Singapore - an offer that instantly moved Standard Chartered card to top of the consideration set. The bank promoted this offer via radio and print, and through media buys at key consumer touchpoints, such as cafe tabletops, and with location-based text messages in high-traffic areas.

RESULT

The two-month promotion - '15 percent CashBack everywhere you dine' - was a huge success with breakthrough results in terms of both registrations and card usage. Standard Chartered received 60,000 SMS registrations, 20 percent beyond their original target, and saw an increase of more than 50 percent in card spends, easily surpassing the original target of 40 percent.

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