M. Most effective use of public relations

The Shortlist
CAMPAIGN
W.A.L.S. - Women Against Lazy Stubble
AGENCY
BBDO India
CLIENT
P&G
BRAND
Gillette Mach3
OBJECTIVES

BBDO India's goal was to double marketshare for Mach3 - Gillette's top-of-the-range razor - by encouraging the young trendy men of India's cities to shave more often and to shed the prevailing unshaven look that was endorsed by virtually every sportstar, actor and role model in India.

STRATEGY

The strategy was to leverage the (until now, silent) views of their female partners and spouses. Nielsen research revealed 77% of women prefered their husbands to be clean-shaven so the campaign idea was to create a social movement called Women Against Lazy Stubble or WALS - a publicity and controversy generating campaign that for the first time gave women a voice in how they would prefer their men to clean shave. The movement required a grassroots authority, so the agency seeded the conversation on Facebook (unbranded) where women could express their distaste for stubble on their man. The issue spread virally and soon hundreds of young women across the country joined the movement. Meanwhile, it tipped off the online media and bloggers who started spreading the story.

RESULT

Sales volume and sales revenue for 2010 grew 2010 by 70% and 30% respectively compared to the previous 12 months. The product also outperformed its category in terms of both sales volumes and revenue and achieved the highest-ever market share that Mach3 has achieved in India. With a campaign awareness target of +20% BBDO India achieved 60% - no P&G campaign had achieved comparable results within this timeframe and budget. The campaign generated the highest ever free media coverage for any P&G campaign across Asia - earning free media coverage worth $3 million - and more than 10,000 men queued up to enter our 'get-yourself-shaved-by-a-woman' event activation.

CAMPAIGN
World's First Autistic Choir
AGENCY
Lowe Asia-Pacific
CLIENT
KIDZCARE, Malaysia
BRAND
Kidzcare
OBJECTIVES

There are 3,000 reported cases of autism every year in Malaysia, where one in 110 children is autistic. Yet Malaysia does not have any government policies in this area and there is not enough support for autistic children and their parents. Kidzcare wanted to raise public awareness and encourage active participation from government, corporates and media to help in the welfare and support of autistic children.

STRATEGY

The objective was to sensitise and bring together a 'who's who' from government, corporations and the media to witness the potential of autistic children given the right opportunities. The idea - the world's first autistic children's choir. 'Show Me The Way' was a specially written song that the children performed in front of 850 key stakeholders including Datin Sri Rosmah Mansor, the wife of the Prime Minister Dato' Sri Najib Tun Razak.

RESULT

The idea of an autistic children's choir yielded spectacular public relations buzz. More than 100 emails were received from key personalities from government, corporates and media pledging support in a variety of ways. The performances of both the solos and the choir were viralled on YouTube and garnered more than 26,000 views. Media publicity worth in excess of $100,000 was earned and videos of the performance were offered to air in prime time for free (worth $30,000+) by national television stations. The event was not only covered by the national dailies but dedicated column space was given for raising awareness via a series of interviews with the Kidzcare founder.

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