B03. Most Effective Use of Sponsorship and Event Marketing

The Shortlist
CAMPAIGN
Grow an Apple Tree
AGENCY
Alpha245/ Leo Burnett
CLIENT
Carlsberg Malaysia
BRAND
Somersby Apple Cider
DETAILS
CAMPAIGN SUMMARY
In addition to overcoming trial barriers due to low awareness of alcoholic cider, the launch of Somersby Apple Cider in Malaysia was also challenged by the fact that direct alcohol advertising is not allowed over the broadcast media and billboards.
We overcame the challenge with a two-pronged buzz strategy that aimed to generate brand talkability by creating a buzz in the news and social media about Lord Somersby (depicted as a mysterious apple lover) buying up fresh red apples before the launch.
To further engage with our core targets, a series of on-ground activations rooted in the idea of helping Lord Somersby to 'Grow an Apple Tree' were also introduced. Finally, when the tree was fully-grown with ripe red apples, those who helped grow the tree (including the media) were invited to celebrate the launch of Somersby Apple Cider. There, all the apples on the virtual tree were transformed into bottles of Somersby, reinforcing that Somersby Apple Cider came from great apples. Without any bought media, the campaign reached more than one million Malaysians and obtained extensive media coverage on both social media and news channels. More importantly, the sales of Somersby Apple Cider were 10% ahead of forecast!

OTHER CONTRIBUTING COMPANIES
Milk PR,  Malaysia
Comma Digital, Malaysia

CREDITS OF PEOPLE
Terence Ooi, General Manager, Alpha 245
Low Bee Lin, Strategic Planner, Alpha 245
Karen Tan Min Minh, Group Brand Director, Alpha 245
Kristin Chong Mun Shi, Brand Manager, Alpha 245
Jeffery Wong Jian Fei, Brand Executive, Alpha 245
Theresa Tsang, Creative Director, Alpha 245
Christel Chong, Art Director, Alpha 245
Adrian Tan, Art Director, Alpha 245
Sunny Ng, Head of Copy, Alpha 245
John Royce, Copywriter, Alpha 245
Ravi Shan, Copywriter, Alpha 245
Gary John, Copywriter, Alpha 245
Ann Foo, Designer, Alpha 245
Lim Kean Woei, Illustrator, Alpha 245
Kong Lee Seng, Digital Director, Comma Digital
Bob Lim, Executive Director, Comma Digital
Michelle B. Fernandez, Senior Account Manager, Milk PR
Yeow Geok Kim, Accout Executive, Milk PR
Leong Siew Mun, Events & Promotion Director, Scoop Events
Carl Lim, Event Executive, Scoop Events
Amanda, Event Executive, Scoop Events
CAMPAIGN
Thank You Mom - Because the Hardest Job in the World is the Best Job in the World
AGENCY
BBDO India
CLIENT
P&G India
BRAND
P&G India
DETAILS
CAMPAIGN SUMMARY
A few years ago P&G became an official partner of the Olympic Games to unify all its major brands around a singular games-focused message. And, they soon realized that though they aren't in the business of sport, apparel, equipment or athletes, the one thing that unifies their portfolio of brands is mums. So, mums became the link between P&G and the Olympics. Thus was born the global creative platform: Thank You Moms -- because the hardest job in the world is also the best job in the world.
Our specific task was to cascade this global idea into India.
Now, India isn't really a sports-obsessed nation; so, our strategic challenge was 2-fold:
One, how do we leverage & cascade the "Thank You Mom" idea in a nation that's quite indifferent towards the Olympics Games?
And two, how do we ensure that each of our participating portfolio of brands gets its share of "Olympic glory", rather than this just ending up as a "corporate P&G association"?
The campaign surpassed all our set objectives and expectations.
- All our participating brands surpassed the target of 3% increase in value share
- We earned "free-media" worth USD$7.3 million
- We delivered a total of 616 million digital impressions
- We became the first brand or campaign in P&G India to cross 1 million Facebook fans, with the highest-level of engagement with any Facebook page globally during that period.

CREDITS OF PEOPLE
Josy Paul, Chairman & Chief Creative Officer, BBDO India
Rajdeepak Das, Executive Creative Director, BBDO India
Shahvez Afridi, Regional Planning Director, BBDO Singapore
Keegan D’Mello, Account Director, BBDO India
Sandeep Sawant, Creative Director & Head of Art, BBDO India
Ravi Shanker, Associate Creative Director, BBDO India
Akanksha Saxena, Account Executive, BBDO India
Yohan Daver, Copywriter, BBDO India
Arzan Antia, Copywriter, BBDO India
Riti Hamlai, Copywriter, BBDO India
Sagar Jadhav, Art Director, BBDO India
CAMPAIGN
Moving SingTel's Image from a Traditional Telco to More Innovative than Google, More Relevant than Facebook.
AGENCY
BBDO Singapore
CLIENT
SingTel Telecommunications
BRAND
SingTel
DETAILS
CAMPAIGN SUMMARY
SingTel, the dominant telco in Singapore, has a vision of becoming a world leading innovative multimedia brand. Our task was to modernise SingTel's image so that consumers would stop seeing it as a traditional telco, and rank SingTel positively alongside the likes of multimedia favourites Google and Facebook. The problem was, despite being one of the top advertising spenders in Singapore, the public remained sceptical and slow to accept SingTel's new vision.Our solution was to provide young Singaporeans a surprising and amazing SingTel-enhanced experience that would fuel sustained positive buzz across the country. Tapping into Singaporeans' intense passion of music, and working with KPop sensation 2NE1, SingTel used its technology and multimedia products to turn an ordinary day into one of the most talked about and shared events ever experienced in Singapore. Young people engaged with SingTel in record numbers, with #SingTel2NE1 becoming the top trending topic in Singapore. Positive brand perceptions about SingTel doubled. And young Singaporeans now rate SingTel as more innovative than Google, more relevant than Facebook.

OTHER CONTRIBUTING COMPANIES
Ogilvy One Singapore
MEC Singapore

CREDITS OF PEOPLE
Primus Nair, Group Creative Director, BBDO
Douglas Goh, Head of Art SingTel Group, BBDO
Danny Searle, Vice-Chairman BBDO Asia & Chairman BBDO Singapore
David Tay, Group Business Director, BBDO
Lynette Poh, Planning Director, BBDO
Jennie Tsen, Planning Director, BBDO
Ann May Chua, Activation Producer, BBDO
Denise Loke, Account Manager, BBDO
Katherine Lian, Regional Creative Services Director, BBDO
Ays Tan, Head of TV Broadcast, BBDO
Eelin Tai, Business Director, MEC
Shannon Toh, Strategic Planning Manager, MEC
Joan Kuang, Planner, MEC
Andrea Conyard, Business Director, Ogilvy One
Fredrik Englund, Creative Director, Ogilvy One
Joanne Goh, Group Account Director, Ogilvy One
Arthur Heng, Account Director, Ogilvy One
Freddy Yeo, Senior Project Manager, Ogilvy One
Cheang Yit Shan, Senior Account Executive, Ogilvy One
Emily Poon, Senior Consultant, Ogilvy One
Eileen Wong, Senior Lead Consultant Ogilvy One
Lee Shun Man, Consultant, Ogilvy One
Jeremy Seow, Consultant, Ogilvy One
Mike Tran, Developer, Ogilvy One
TV Raju, Project Manager, Ogilvy One
CAMPAIGN
KANU: The Smallest Café in the World
AGENCY
Cheil worldwide
CLIENT
Dongsuh Food
BRAND
Kanu
DETAILS
CAMPAIGN SUMMARY
The number of coffeehouses has increased tenfold in just five years. On the other hand, in 2011 Korea’s instant coffee market for the first time ever recorded a negative growth. 
Dongsuh Food, which has long held an 80% share of this market, had to find a solution to the challenge it faced. 
Dongsuh Food finally developed Kanu, a new product based on the concept of ground coffee that is instantly soluble in hot water. The coffeemaker first had to establish a clear understanding amongst consumers, upon tasting Kanu, that it is different from existing instant coffee products, and that it was equal in quality and taste to fresh-brewed coffee served at coffeehouses. 
The communication concept for Kanu, as a result, was characterized as portable brewed coffee, or “the smallest café in the world.” 
Kanu’s packaging was designed to be suggestive of a coffee stand and pop-up cafés in similar design were opened in downtown Seoul and Busan. Web and mobile sites were launched in the name of “micro Kanu café” to spread the experience.
As a result, Kanu pop-up stores attracted over 100,000 visitors in two weeks and almost 410,000 people visited the virtual café via web or mobile. In just a year after the launch of Kanu, competitors followed Kanu’s lead with similar products, resulting in the creation of a new category in the Korean coffee market. Kanu held a 94% share in the new coffee market with sales reaching 68 million dollars.

CREDITS OF PEOPLE
Creative Director: Youngmin Seo
Art Director: Young-gook Kwon
Jr. Art Director: Hang-rae Kim
Jr. Art Director: Youngmin Kim
Copywriter: Minsun Kwon
Jr. Copy writer: Song-ha Lee
AE: Chansub Shin
AE: Joohong Min
AE: Sangsin Park
Director: Dongsoo Kang
Producer: Yongpil Park
CAMPAIGN
I'm Amazing
AGENCY
DDB Group Hong Kong
CLIENT
McDonald's
BRAND
McDonald's
DETAILS
CAMPAIGN SUMMARY
McDonald’s believes that every child is amazing, so we decided to prove it. We asked the kids of Hong Kong to design their very own McDonald’s store, and then we brought their ideas to life in the world’s most ‘Amazing Little McDonald’s Restaurant’. Kids across Hong Kong drew their ideas on traymats and blank walls in-store, and also on our website, and we brought them to life by building the first ever McDonald’s restaurant in the world; designed entirely by kids, for kids. And what did we sell in this restaurant? Only Happy Meals, of course. And to show parents the true power of their children’s imagination, we auctioned off the kid-designed items in the restaurant, raising money to help kids at Ronald McDonald House Charity. The campaign, which culminated at the ‘Amazing Little McDonald’s Restaurant’ event, was activated across a broad range of media including TV, print, outdoor, web-banners, a campaign website, in-store, Facebook and PR events. And the end result we were most proud of: thousands of happy kids…and their parents!

CREDITS OF PEOPLE
DDB Group Hong Kong
Creative Directors
Jeffry Gamble – Group Executive Creative Director, DDB Group HK & GZ
Asawin Phanichwatana – Head of Art
Frankie Fung - Creative Director
Clifford Ng – Creative Director
Nateepat Jaturonrasmi – Creative Director
Manolis Perrakis – Creative Technologist
Vincent Tse – Associate Creative Director

Art Directors
Arthur Tse – Senior Art Director
Miriam Yip – Senior Art Director
Amy Lien – Art Director
Maurice Moynihan – Designer
Winnie Chan – Art Director
Joy Li – Assistant Art Director

Writers
Daat Lai – Senior Copywriter
Thomas Selby – English Copywriter

Client Service
Irene Tsui – Business Director
Meggy Cheng – Account Director
Sherona Mak – Senior Account Manager
Tom Wong – Account Manager
Logan Cheng – Account Executive

Planning 
Ringo Fai – AP/ Digital Strategist
Chung Tong – Digital Planner

Typographers
Miriam Yip – Senior Art Director
Arthur Tse – Senior Art Director
Amy Lien – Art Director

Production
Christy Leung – Creative Services Manager
Gary Wong – Purchasing Manager
Ng Ka Lok – Production Supervisor
Tifa Wang – Production Manager

Agency Producer
Annie Tong – Head of TV Production, Hong Kong & Guangzhou
Vincent Wong – Production Co-Ordinator
CAMPAIGN
Dreams Never Get Old
AGENCY
Inspire Activation
CLIENT
Hondao Senior Citizen's Welfare Foundation and JT Tobacco International Taiwan Corp
BRAND
Hondao Senior Citizen's Welfaire Foundation / JT Tobacco International
DETAILS
CAMPAIGN SUMMARY
“Dreams Never Get Old” campaign is just one of elderly campaigns in Taiwan to raise money for elderly care.
Most of elderly charity foundations raise donations by addressing elder’s physical need in sorrowful tone and manner to intrigue donors’ sympathy and take action. What makes “Dreams Never Get Old” campaign special is that it’s the first elderly campaign convinced donations by emphasizing elder’s spiritual need in delighted tone and manner.
The most notable accomplishment of this campaign was that we successful aroused oversea media attention and intrigued American riders came over to join the ride in honoring Taiwan grandriders besides achieving pre-set objective. Results:
Our post campaign survey indicated that 94% of our respondents had successfully changed their negative beliefs.
The total charity donations increased over pre-set goal.
The most notable accomplishment of this campaign was that we aroused oversea media attention and intrigued American riders came over to join the ride in honoring Taiwan grandriders.
We generated earned media worth over US$4,126,021 million with accumulated reach of 15,124,500.

CREDITS OF PEOPLE
Vivien Chang, Inspire Activation, General Manager
Aaron Chen, Inspire Activation, Deputy General Manager
Tommy Chen, Inspire Activation, Group Account Director
May Wu, Inspire Activation, Account Executive
Kevina Chen, Inspire Activation, Account Executive
Eric Shih, Inspire Activation, Account Executive
Eden Chen, Inspire Activation, Account Executive
Lewis Chien, Inspire Activation, Creative Group Head
Gene Wu, Inspire Activation, Associate Creative Director
Kimi Tseng, Inspire Activation, Senior Art Director
Jason Du, Inspire Activation, Art Director
Evelyn Wang, Inspire Activation, Associate Art Director
Clio Yu, Inspire Activation, Senior Designer
Monica Lin, Inspire Activation, Production Manager
Doris Lin, Hondao Senior Citizen’s Welfare Foundation, CEO
Tiffany Lee, JTI Taiwan, Communications Director
Ros Lee, Hondao Senior Citizen’s Welfare Foundation, Executive Secretary
Eryan Wu, Hondao Senior Citizen’s Welfare Foundation, Communications Specialist
Ivy Hsu, JTI Taiwan, Communications Officer
Natalie Lee, JTI Taiwan, Communications Officer
Jessie Li, JTI Taiwan, Communications Officer
Jessica Chan, JTI Taiwan, Corporate Affairs Director
CAMPAIGN
Turning an Event Sponsorship into a National Movement
AGENCY
JWT
CLIENT
Indosat
BRAND
Indosat
DETAILS
CAMPAIGN SUMMARY
How do you turn an event sponsorship into a national movement?
The two may not seem even remotely related at a glance, but that's exactly what we achieved by capitalizing on the right momentum, using the right spokesperson, effective use of social media, and a brave idea.
Indosat, one of the largest telecommunication providers in Indonesia decided to sponsor a major music festival celebrated by youth and they wanted to dominate the conversation. Seeing an opportunity for the brand, the agency aimed to capitalize this sponsorship and turned it into something bigger despite Indosat only being a minor sponsor.
Starting from a single Youtube video, we created a national movement with thousands of participants, resulting in 4.9 million reach on social media with over 7.9 million impressions, generating positive conversation around the brand's involvement in the event.

OTHER CONTRIBUTING COMPANY
XM-JWT, Indonesia

CREDITS OF PEOPLE
Daniel Siswandi, Head of Planning, JWT Jakarta
Reza Fitriano, Group Account Director, JWT Jakarta
Ivan Wibowo, Executive Creative Director, JWT Jakarta
Leonard Wiguna, Associate Creative Director, JWT Jakarta
Hari Hendrawan, Strategic Planning Director, XM-JWT
Rizky Syazuli, Technical Director, XM-JWT
Louise Corputti, Account Manager, JWT Jakarta
Rasus Subarkah, Senior AE, JWT Jakarta
Miranti Cempaka, Senior AE, JWT Jakarta
Jonathan Nata, Art Director, JWT Jakarta
Ade Prabas, Copywriter, JWT Jakarta
Teddy Irawan, Producer, JWT Jakarta
CAMPAIGN
Switch on Instant Beauty
AGENCY
Lowe and Partners Thailand
CLIENT
Unilever Thailand
BRAND
Close Up - White Now
DETAILS
CAMPAIGN SUMMARY
This paper is about a unique experiential marketing campaign developed to launch Close Up WHITE NOW, an innovative toothpaste that delivers instant tooth whitening.
We created unique events “in the dark” to make girls experience instant white teeth under the campaign: Switch on instant beauty.
This generated high visibility for the brand, driving unprecedented growth as market share reached new highs.

CONTEXT:
By the end 2011, Close Up Thailand was in significant decline and major retailers were de-listing. In order to address this emergency situation, “White Now” was launched with the objectives of:
1.Generating trial: 1% market share in year 1
2.Improve brand rotations to stop de-listings

CHALLENGE:
Once girls try White Now, they love it. But, how to make girls take the first brush?

OUR STRATEGY:
A bright smile is a beauty weapon that you need instantly, like mascara or lipstick. So we make girls try WHITE NOW where they needed INSTANT BEAUTY the most.

IDEA:
Switch On Instant Beauty: A series of trial events in unusual “dark” contexts where instant beauty is relevant, like the first ’speed-dating in the dark’ where girls could take their FIRST BRUSH, and flirt in the dark using just their smiles.

RESULTS:
1.Brand back to growth after 2 years of decline
2.WHITE NOW became No.5 most sold product in retailers by May 2012 from No. 86 in Jan.

OTHER CONTRIBUTING COMPANY
ID-IDEA, Thailand

CREDITS OF PEOPLE
Wutikai Chaika - Associate Creative Director
Noppakate Tawun Unnop - Associate Creative Director
CAMPAIGN
Faster than the Fastest
AGENCY
Lowe Asia Pacific
CLIENT
Unilever
BRAND
Breeze
DETAILS
CAMPAIGN SUMMARY
What is faster? A detergent or a lamborghini?
Unilever had been working on a new product formulation - the fastest detergent possible. So good it was, it removed the toughest stain in one minute.
The good news was that we had a fantastic product. The not so good news, was that the “holy grail” of announcing a new claim - the product demo - was not being registered by the consumer, making a television commercial a non starter. Compounding matters were budget cuts, a result of our steady share declines over recent months.
This would force us to rethink our approach, ultimately leading to something new for the brand ... instant recognition in one day.
CAMPAIGN
Snowfalls
AGENCY
Lowe Vietnam
CLIENT
Unilever Vietnam
BRAND
Clear
DETAILS
CAMPAIGN SUMMARY
Summers were about to hit Vietnam. It is a time when the cooling menthol variants of shampoos invest heavily on media.
Clear Menthol, the market leading shampoo brand in Vietnam wanted to maintain its leadership, while taking a price hike. To do this, we needed to convince people that only Clear gives you the ultimate scalp cooling effect.

CHALLENGE:
How could a shampoo brand not be boring? Shampoo communication is rated to be the most boring by people and doing the same old will just add to the wall paper.

STRATEGY:
Don't tell people about the ultimate cooling effect -- make them feel it.
During July & August the temperatures can go up to 45 Celsius degree. We needed to use this heat to create genuine brand driven moments of ultimate cooling. Only then can we get a memorable response -- "only Clear Menthol gives me the ultimate scalp cooling effect".

IDEA:
The Clear Snowfall. We chose the hottest days to create an innovative and memorable Clear branded "snowfalls" in 4 major cities. People having a hot, tough time suddenly experienced a cool they had never seen or felt before.
Within 24 hours of announcing the event, we received 10,000 requests for invites and 100% of the participants posted this on their personal social pages.
Clear grew the fastest and the most, as compared to competition, in spite the price hike.
CAMPAIGN
Ben & Jerry's Sundae Sessions
AGENCY
Mindshare Australia
CLIENT
Ben & Jerry's
BRAND
Unilever
DETAILS
CAMPAIGN SUMMARY
“Ben and I built Ben & Jerry’s on the idea that business has a responsibility to the community and the environment”. Jerry Greenfield, co-founder of Ben & Jerry’s.
It’s with this context we were briefed $200,000 to increase sales by 23% with a very big caveat – whatever we do must also benefit the local community.
Our barrier Ben & Jerry’s is more expensive than our competitors and, coming from Vermont, lacked relevance to Australians. So we therefore wanted to take this principle but land it in a way that was culturally relevant to Australia.

Insight:
The Sunday Session is a key part of Australian culture. This notion of making the most of the last few hours of the weekend linked perfectly to our product. A tub of Ben & Jerry’s is not something you want to rush, you want to spend time indulging.
Subsequently we saw a synergy between the Sunday Session and a Ben & Jerry’s Sundae. A ‘Sundae Session’ if you will…

Our solution:
The Ben & Jerry’s Sundae Session. Every Sunday throughout summer, we would provide an evening of live music, a movie under the stars and free ice-cream with all proceeds from ticket sales going to charity. We could then use this event to provide a physical platform for charities to have a voice and rally support for what they do.
CAMPAIGN
The Thrill Machine
AGENCY
Ogilvy & Mather
CLIENT
Mattel Toys, India
BRAND
Hot Wheels
DETAILS
CAMPAIGN SUMMARY
This entry shows how changing the purchase experience can help transform brand perception and increase sales.
Sales of Mattel's Hot Wheels Car which sold through multi brand outlets in large shopping malls was impacted adversely by the arrival of exclusive stores of international toy brands. The situation was particularly bad in one of its key accounts the Oberoi mall, Mumbai for the same reason.
To re-create interest and excitement in the brand so that customers would walk past other toy stores and seek out Hot Wheels, we created something they would not miss. A Guinness Record creating, colossal, 25+ ft. tall vending machine using elaborate tracks to bring alive the thrill and excitement of playing with Hot Wheels. We called it 'The Thrill Machine'.
The result - the cash register never stopped ringing, with almost 1 car sold every 4.8 mins at Central mall which witnessed a whopping 555% increase in average daily sales of Hot Wheels Cars during the event and post event sales stabilizing at an amazing 150% average above pre-event daily sales for rest of the month, making the Central Store in Oberoi Mall, one of Mattel's top Key Accounts in India.
The most amazing thing was it achieved all this despite a measly budget and just the free PR generated by the campaign was worth well over US $4.5 million.

CREDITS OF PEOPLE
Mr. Abhijit Avasthi, National Creative Director, Ogilvy & Mather
Mr. Rajiv Rao, National Creative Director, Ogilvy & Mather
Mr. Sukesh Kumar Nayak, Group Creative Director, Ogilvy & Mather
Mr. Hemal Jhaveri, Creative Director, Ogilvy & Mather
Mr. Pratheeb Ravi, Associate Creative Director, Ogilvy & Mather
Ms. Shruthi Venkataraman, Senior Visulaiser, Ogilvy & Mather
Mr. Manasvi Abrol, Senior Copywriter, Ogilvy & Mather
Mr. Ajay Mehta, Vice President, Ogilvy & Mather
Mrs. Kankana Ghosh, Account Director, Ogilvy & Mather
Ms. Devasmita Halder, Account Executive, Ogilvy & Mather
Mr. Pradyumn Tandon, Management Supervisor, Ogilvy & Mather
Mr. Umesh Rajput, Assistant General Manager - Operations, Ogilvy & Mather
Ms. Hiral Vyas, Account Manager, Ogilvy & Mather
CAMPAIGN
IBM Japan Transformation Plan
AGENCY
Ogilvy & Mather Japan
CLIENT
IBM Japan
BRAND
IBM Japan
DETAILS
CAMPAIGN SUMMARY
The early 2000s was a lost decade for IBM Japan as the Japanese economy was stuck in reverse gear and its business community turned increasingly inwards on itself.  Despite having a strong global platform in Smarter Planet, many business leaders weren’t seeing IBM as relevant.
This is the unlikely of how a smart integrated campaign re-opened the hearts and minds of Japanese business to IBM, and turned revenue decline into a category-beating growth rate, and reestablished IBM as a market leader.

OTHER CONTRIBUTING COMPANY
George P. Johnson
CAMPAIGN
Castrol CRB Plus 'Ayushman Bhava'
AGENCY
OgilvyAction and Ogilvy & Mather
CLIENT
Castrol India
BRAND
CRB Plus
DETAILS
CAMPAIGN SUMMARY
Necessity is the mother of invention'. No one can prove this better than the humble farmer of India who, due to low awareness & lack of access to resources has to come up with his own farming techniques/solutions that better his productivity, thus earning him a better living. Many of these are actually cutting edge innovations.
Innovation is the way of life for Castrol CRB Plus tractor oil. Because innovations mean better engine oil, resulting in better tractor performance, thereby prosperous farmers. However, over the last 3 years market share for CRB Plus was dropping, primarily because consumers perceived the brand to be too expensive. That was when Castrol re-launched CRB Plus with 'Dura-shield boosters' - the result of innovation using technology.
Instead of regular, mundane oil change camps, Castrol decided to connect with these farmers through a programme - CRB Plus 'Live long', an exhibition of farming innovations - that combined the objective of oil change conversions with celebration of the basic urge to innovate.
What better tribute from 1 innovator to another, than creating a platform to share ideas and inspire thoughts The exhibition featured innovative new tools/processes-- created not by research scientists, but by farmers themselves -to improve productivity. We also invited farmers to showcase their own innovations.
The event covered 185 Agriculture Produce Marketing Centers (APMC) and 3000 dealerships attracting over 150,000 farmers, including 80,000 tractor owners. Further, we achieved a 32% conversion ratio against the targeted 23%, through trial generation during this campaign.

CREDITS OF PEOPLE
Samir Gupte, President, OgilvyAction & Country Head, Outreach
Shankar Shinde, Vice President, OgilvyAction
Santosh Nair, Client Services Director, OgilvyAction
Varsha Gupta, Group Account Manager, OgilvyAction
Daneshvar Khot, Sr. Manager Operations, OgilvyAction
Ajay Takalkar, Associate Creative Director, OgilvyAction
CAMPAIGN
Mizone the Cube
AGENCY
OMD
CLIENT
Danone
BRAND
Mizone
DETAILS
CAMPAIGN SUMMARY
Danone's Mizone was previously defined as a sports beverage, however, they were looking to re-define it as a vitamin beverage that could be part of everyday life and not just for sports in China. In order to reach their target consumer group of 18-35 year olds with active lifestyles, we partnered with the popular UK Competition game show, The Cube, which was launching a Chinese version. On The Cube, contestants competed against the clock to accomplish 7 tasks in order to win the final prize. Mizone was integrated into the show's technology and showed the contest's physical activity level and helped them to get ready for the task at hand which also demonstrated their slogan "Ready for Life." This integration was beyond simple sponsorship and very much became part of the show. Mizone helped to keep contestants' energy levels up and allowed them to compete much like how Mizone consumers need to be re-energized throughout their day.The Cube became one of the hottest game shows during the summer of 2012 in China especially with Mizone's core target of active and adventurous 18-35 year olds. The program reached 80.2 million TV viewers ñ 10.5 million online. 3.6 million consumers joined The Cube Tour and 1.5 million consumers downloaded the "Mizone The Cube App". By successfully linking Mizone with The Cube, from May to July 2012, Mizone achieved a 76% growth in sales vs. the same period the previous year.

CREDITS OF PEOPLE
Calvin Fu, General Manager, FUSE
Kevin Zhang, Content Manager, FUSE
Suki Chen, Content Excutive, FUSE

CAMPAIGN
Bonded by Cheers – Maemuki Relay
AGENCY
TBWA HAKUHODO
CLIENT
American Home Assurance Company
BRAND
Minna-no-Hospital
DETAILS
CAMPAIGN SUMMARY
Cancer is one of the most horrific diseases for Japanese people which often remind them of death. A long treatment will be waiting for cancer patients, and their financial burden will increase over time. As a result, the disease makes their life a lot more difficult even if they escaped death.
Today, some 2.66 million people are considered to be living with cancer, including those who have had cancer in the past. They are fighting a lone battle without any protection from another disease, unlike healthy people.
In order to change the situation, American Home Assurance launched a new insurance product which covers those who have had cancer in the past -- the first of its kind -- on April 16, 2012. The launch of the new insurance program was just a start of a series of activities American Home has promoted to support those who are living with cancer. A marathon relay project featuring former cancer patients and their families. The goal of the event was not a good time or a competition. It only aimed to connect people.
The around-the-country marathon attracted a total of 1,104 participants, connecting former cancer patients who are living in different circumstances. The event became a movement beyond a mere corporate PR activity.
WHO WE HELPED: Some 2.66 million people living with cancer in Japan.
WHAT WE DID: Together with American Home, we provided every support to help former cancer patients and their families achieve the marathon relay around Japan.

OTHER CONTRIBUTING COMPANIES
Rights Apartment Inc., Japan
tandem Co.,Ltd., Japan

CREDITS OF PEOPLE
Event:
Seior Producer: Sosuke Kawanishi, Rights Apartment
Producer: Arata Nabetani, Rights Apartment
Movie:
Chief Creative Director: Chihiro Akimoto, TBWA HAKUHODO
Copywriters: Kei Nakamura, TBWA HAKUHODO; HIroyuki Iwase, Spoonful 
Art Director: Chihiro Akimoto, TBWA HAKUHODO
Producers: Itsushi Yasumoto, tandem; Toshiyuki Sai, tandem; Yuka Kubota, tandem
Promotion Planner: Yoshitaka Kobayashi, TBWA HAKUHODO
Stragetic Planners: Yuichiro Horie, TBWA HAKUHODO; Masayuki Ikenaga, TBWA HAKUHODO
Senior Account Director: Kenji Tarukawa, TBWA HAKUHODO
Account Director: Atsushi Matsuo, TBWA HAKUHODO
CAMPAIGN
Times of India Literary Carnival 2012
AGENCY
Times of India / Times Red Cell
CLIENT
Times Red Cell - BCCL
BRAND
The Times of India
DETAILS
CAMPAIGN SUMMARY
The Times of India has been the leading English Daily in Mumbai for over 170 years. However, with competition intensifying in the market, there was a need to engage with the readers through creation of highly immersive and quality content.
Literature was seen as the most appropriate space and therefore, The Times of India Literary Carnival (TOILC) was launched for the first time in 2011.
The intellectually stimulating platform struck a great cord among the citizens. With themes and subjects that Mumbaikars loved, TOILC invited not just popular authors and poets from across the world, but also lyricists, filmmakers, sportspersons, and chefs, who’ve told great stories.
In the year 2012, TOILC with the theme ‘'The City, Greed & the Pursuit of Happiness”, saw over a 100 internationally acclaimed speakers interact with over 12,000 citizens of Mumbai at the charming premises of ‘Mehboob Studios’, another of Mumbai’s cultural landmarks. With numerous book launches, workshops for children and young adults, and classy musical entertainment programs in the evening, TOILC was hailed the biggest icon in Mumbai’s cultural landscape. While it received appreciation from all quarters, it also favorably impacted critical parameters for the Brand’s performance, such as circulation, readership, and revenue.

CREDITS OF PEOPLE
Ashish Bhushan, AVP, Times Response – Bennett Coleman & Company Ltd. (BCCL)
Seema Sharma, General Manager, Times Response - BCCL
Harsha Udupa, Manager, Times Response - BCCL
Deepak Kumar, Deputy General Manager, Times Response - BCCL
Siddhartha Bindra, Deputy General Manager, Times Response - BCCL
Mirelle Pereira, Deputy Manager, Times Response - BCCL
Aarti Iyer, Manager, Times Response - BCCL
Arpana Nair, Deputy Chief Manager, Times Response - BCCL
Anand Iyer, Senior Manager, Times Response - BCCL
CAMPAIGN
Portraits
AGENCY
Wunderman Sydney
CLIENT
Art Gallery Society NSW
BRAND
Art Gallery Society NSW Corporate Sponsorship
DETAILS
CAMPAIGN SUMMARY
The Art Gallery NSW, Australia's premier art gallery since 1874, relies on donations and corporate sponsorships. The Art Gallery Society, responsible for acquiring corporate sponsors, wanted to leverage the Archibald Prize Exhibition (Australia's largest, most important portraiture competition since 1921) to drive potential new sponsors to attend an exclusive Corporate Viewing Event of The Archibald Prize.
The Society wanted to better their usual 5% response rate for leads, and 0.6% conversion rate for acquisitions.
We sent a direct mail piece to business leaders in corporations, informing them we were just putting the finishing touches on their portrait for the Archibald. They could claim their portrait for themselves if they attended the special corporate event at the gallery to have a private viewing of the Archibald portraits and hear about sponsorship.
Upon arrival at the art gallery, attendees discovered their own portrait on display, which we had created by secretly sourcing photos of our targets. These images were digitally treated and printed onto canvas. The finished pieces looked so genuine, even the art gallery staff thought they were real oil paintings. Attendees got to keep their portraits as a memento of the event.

CREDITS OF PEOPLE
Matt Batten, National ECD and Artist
Amanda Glover, Art Director and Artist
Theodora Gerakiteys, Copywriter and Artist
Katie Oslizlok, Account Manager
Rebecca Masterson, Account Manager
Eithne McSwiney, Client Services Director
Paul Hayes, Producer
Aaron Sutter, Retoucher and Artist
Seamus Fagan, Retoucher and Artist
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters