This campaign is a case not just about the clever use of a small budget but also about creating a new medium – a highly targeted one that allowed us to be an invaluable part of our ‘heavy’ customers lives, one they took with them, wherever they were. Being useful is very much on trend. The agency had a couple of big challenges behind the campaign; being small it had little money and its most heavy customers (the 5 per cent making up 50 per cent of sales) are transient tourists who are not reached by traditional Thai media. The tourist beer market is a much cluttered one, with both big and small local and international brands vying for attention. It is driven mainly by the surroundings (from price promotions, push girls, bar girls, and large flashy signage) with a focus on POS.
The agency decided to overcome this by making Tiger Beer an integral part of their journey throughout Thailand, with its Tiger Beer ‘50 Must Do Things in Asia’ book and campaign, where Tiger as tour-guides, took them to experience the really unordinary and exotic side of Thailand it knew they really craved. With the guidebook (and then app) that they carried with them throughout their journey, postcards sent back home, competitions to engage in during their stay, and roaming booths, the brand ensured they noticed and drank Tiger.
All 25,000 guidebooks were picked up within just two weeks, making it the most popular book of the month in Thailand despite being in a foreign language. Sales of Tiger and Tiger Crystal Light in outlets associated with the campaign increased.
This is a story of how a social marketing campaign, with no investment, raised over 1.5 million US$ for Filipino flood victims. Tropical Storm Sendong (international name: Washi) hit the southern Philippine island of Mindanao on December 16, 2011 to immense loss of life and property. Time was of the essence. But Red Cross relied heavily on the donations from the public. Challenge: How do we get people to contribute to the Red Cross in the quickest possible way, in real time?
The strategy: Red Cross wanted to make the act of donating quickly as simple as typing an SMS. It tapped into the sharing behaviour of the sizeable number of Filipinos on Facebook to get them to donate to the Philippine Red Cross through SMS, online, and its other donation channels. The idea: Walang Iwanan (Nobody left behind) expressed the core idea of the campaign that what happens to the least of us, happens to all of us. The agency created a visual of the Philippine map showing portions of Mindanao submerged in floodwater. It suggested that the entire country was ‘in the same boat.’ It uploaded this visual on Facebook and it got reposted on blogs, and shared on other social networking sites like Twitter.
For a campaign that took less than two hours and zero cost to develop, the campaign helped generate for the Philippine Red Cross some US$1.5 million (as of Feb 21, 2012) through online channels. The campaign reached nearly 3 million probable audience on Facebook.
It is easy to sell a car. It’s harder to sell individual parts. This was the challenge with the BMW Performance Parts Range – a small part of a big brand. Inspired by motorsport, BMW Performance Parts and Accessories are technical and design components developed to enhance a BMW’s performance, responsiveness, handling and looks. The objective was to increase the awareness of this range of products with the ultimate goal of increasing sales. The challenge was to effectively target a niche consumer base with a total media and production budget equivalent to one full page press ad.
The solution was the BMW Switch, an experiential digital campaign that brought the test-drive experience to the consumers. It worked with BMW owners’ wives and friends to create a unique prank – BMW style – switching their regular car with a performance enhanced edition and filming their response. These responses were put online to encourage viewers to nominate their friends and family to be ‘switched’.
In eight weeks it generated an average of five new hot leads every day and increased the overfull brand conversation to its highest point in the year. Above all, it also increased sales significantly.