O. Best insights / strategic thinking

Silver
CAMPAIGN
How hiding a restaurant proved that Yellow Pages worked better than ever - The Hidden Pizza Restaurant
AGENCY
Clemenger BBDO & Proximity, Melbourne
CLIENT
Sensis - Yellow Pages Australia
BRAND
Yellow Pages
OBJECTIVES

How to get Australian small businesses to once again believe in the effectiveness of Yellow Pages?

STRATEGY

Yellow Pages' target market saw the brand as nothing more than an outdated print directory. With the annual selling cycle due to kick off in April 2010, Sensis needed to change advertiser perceptions fast. The truth, Yellow Pages as a directory (not just a print medium) is used by 4.5 million Australians a week. Having just signed a distribution deal with Google, it boasts the largest digital reach of any Australian marketing services brand. The business data returned in Google searches is actually Yellow Pages' data, advertisers in Yellow Pages are still found in Google organic listings. Because the brand's major problem was of perception, not performance, Sensis decided its best option was to demonstrate its effectiveness. It took the risk of opening its own business the Hidden Pizza Restaurant - which could only be found via the Yellow Pages. It filmed customers' interactions and repackaged this into advertising across TV, radio, digital and print.

RESULT

The target audience - advertisers - was captivated by the large-scale product demonstration and brand perception scores shifted significantly to re-establish Yellow Pages as the leading option for advertising business. The campaign delivered a $10.80:$1 ROMI (return on marketing investment).

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CAMPAIGN
Bad Timing
AGENCY
Lowe Asia-Pacific
CLIENT
Unilever Vietnam
BRAND
Rexona Men Sports Defense
OBJECTIVES

Rexona Men planned to launch its sports range for deodorants in Vietnam. Problem was, the FIFA World Cup coincided with the launch - a time when TV time was massively more expensive and bigger brands would dominate conversations with males.

STRATEGY

Viewership of football in Vietnam is one of the highest in the world. However, all the official and unofficial FIFA World Cup sponsoring brands were talking to the Vietnamese man at the same time. Instead of talking about football, Rexona combined a new technology - augmented reality - with something all men constantly think about: women. By using digital it reached 100% of the target audience (22-25 year-old males in top six cities), while getting around the noise and the dominance of sponsors on TV. The campaign allowed men the chance to click through 'Cheerleaders' banners on social platforms and then invite them to cheer with Rexona, offering a choice of 11 cheerleaders from different World Cup nations. They could then use augmented reality to feature in their own celebrations with her. Using their webcam men could create a video with a Rexona Cheerleader and place it anywhere.

RESULT

Rexona massively over-achieved its sales target. Website traffic more than doubled and was rated by Alexa as the top World Cup website in Vietnam.

DETAILS

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