N. Best small budget marketing campaign

The Shortlist
CAMPAIGN
Why This Kolaveri Di
AGENCY
Jack in The Box Worldwide / Sony Music Digital Marketing Team
CLIENT
Sony Music Entertainment India
BRAND
Why This Kolaveri Di- song from the movie 3
OBJECTIVES

The objective of the campaign was to promote the song, ‘Why This Kolaveri Di’, of the Tamil movie ‘3’. There was a need to create buzz around the song, which would result in people hearing, sharing and also downloading the caller ring back tones. This buzz is also crucial for the movie’s performance in the box office. The lyrics of the song are a combination of English and Tamil. Hence the agency saw an opportunity to reach out even to the non-Tamil speaking audience across India. This opportunity added the challenge of breaking the language barriers and convincing a non-Tamil speaking Indian to even hear a song from a Tamil movie was the herculean task.

STRATEGY

The communication strategy originated from a simple insight that people love to crib and vent on social media. The agency created #WhyThisKolaveriDi which people could use to do what they love to do…tweet about family, friends, celebrities, politicians and a million other things that irritate them every single day. For people to understand the meaning of ‘Why This Kolaveri Di’ it started tweeting out a number of things, which we thought irritates a large part of the target audience on a whole, with a quirky tone of voice.

RESULT

The set objectives were achieved by using social media platforms- Twitter to get people talking and Facebook for sharing. The song received over 42 million views across 220 countries. The enormous online buzz also earned PR worth more than 67million INR (1.4m USD). The total caller ring back tones downloaded exceeded 2million and still counting.

CAMPAIGN
iFold
AGENCY
Ogilvy & Mather
CLIENT
Vodafone India
BRAND
iFold
OBJECTIVES

The aim was to save trees. How? Target those who use a lot of paper and ones we can identify and influence, and use the database of telecom, banking and other companies that send millions of bills and letters every month. The aim was to appeal to the CEOs and CMOs through a simple and direct message.

STRATEGY

The idea: The iFold envelope - the world’s simplest and cheapest paper saving idea. iFold encourages corporates, who post millions of physical bills and letters every month, to fold them once. One fold means you only need envelopes that are half of what they used to be. Save half the trees that go into making envelopes. The envelope created intrigue and the message was simple. Fold the millions of bills and letters to customers once, change to a smaller iFold envelope and save thousands of trees. To make switching to this envelope really easy, it created iFold templates that could be downloaded at www.ifold.in.

RESULT

The results show that seven corporates have signed up to the programme. One has made a start. Just the start alone saves 9,600 trees a year.

CAMPAIGN
Through Their Eyes
AGENCY
Ogilvy & Mather Hong Kong
CLIENT
ORBIS
BRAND
ORBIS
OBJECTIVES

Hong Kong is a difficult market for charities to effect behavioural change. The charity sector is mature and donating is a matter of habit, ingrained over many years. Since 2006, the cornerstone of Orbis’s fundraising activity has been their annual ‘pins’ campaign, where Orbis-branded pins (badges) are sold to the general public for a discretionary donation. The funds raised from this activity had been in annual decline from 2007-9. Then a hugely successful online campaign in 2010 brought the experience of impaired vision to donors and helped Orbis turn around three years of decline, generating a 120 per cent jump in individual donation revenues. Following this up for 2011 was always going to be a challenge, especially in a year of such economic uncertainty.

STRATEGY

The insight: the most powerful way to move people is to let them know how it feels to be visually impaired. Empathy was the key to untying the purse strings. This insight became the core of all creative activity in 2011, leading to a fully integrated campaign, aiming to make the whole of the Hong Kong public know how it feels to be visually impaired. The pins were redesigned as a series of hand-held lenses which, when held up to the eye, mimic the affects of different forms of visual impairment. The experience of visual impairment was taken on the road with exhibitions and press events.

RESULT

Journalists and bloggers embraced the idea, making it the feature of numerous write-ups in online and offline channels, generating HK$4.1 million worth of media coverage. Most importantly, the HK$1.8million raised through this campaign.

CAMPAIGN
Small budget works for the Big Mac
AGENCY
Tribal DDB Shanghai - DDB China Group
OBJECTIVES

McDonald’s Big Mac is a global icon. It is the godfather of all beef burgers around the globe. But this is not so in China. For Chinese consumers, chicken is the king; beef burgers are hard to sell for every brand in China. The objective of the campaign was to reverse perception and spawn a new breed of beef fans, and create emotional engagement between McDonald’s beef burgers and consumers. Business-wise, it looked to grow year-on-year comparable-store sales of beef burgers.

STRATEGY

At the heart of this campaign was a rousing call-to-arms for meat-loving men to display their macho attitudes. No wimps allowed. From this linkage between beef and manliness, it redefined some popular online acronyms with macho attitudes, and put these on limited edition Big Mac T-shirts. In a country obsessed about expressing themselves online, it got these real men to express themselves by wearing the T-shirts to identify with the manly attitudes that the Big Mac stands for.

RESULT

The campaign got real results, and in only six weeks, sales of beef burgers doubled compared to the last month, and sales of Beef Burger Extra Value Meals reached a record high.

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