B04. Most Effective Use of Public Relations

The Shortlist
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
Giving Aussie Blokes Back Their National Icon
AGENCY
Clemenger BBDO Melbourne
CLIENT
Carlton & United Breweries
BRAND
Victoria Bitter
DETAILS
CAMPAIGN SUMMARY
Restoring the Australian beer brand Victoria Bitter (VB) to its former greatness was viewed by many as the impossible task. It’s a brief that many had attempted and failed.
VB hit extraordinary highs in the 1990’s – one in every four beers drunk in Australia being a VB .However despite their unprecedented growth, VB were distracted by one thing: their ageing drinker base. They decided that winning over a younger audience would be the ticket to continued success.
An entirely new way of marketing began.What followed was over a decade of decline, where volume more than halved.VB was a brand on its way to extinction. Much like the Australian beer brand Fosters – an icon itself who had all but vanished from the Australian market.
This is a story of the re-invention of an Australian icon. It highlights the first brave steps that have been taken to solve arguably the trickiest brand problem in the Australian marketing landscape today.
Our paper shows that to return a brand to former greatness you must find the relevant cultural interpretation of your enduring brand promise and values. And no matter how dire your situation, you must never react to single, perceived brand weaknesses in isolation of everything else.
By publicly apologising for some unpopular marketing decisions and finding a relevant interpretation of what our brand stood for – we earned back respect for the brand and returned it to growth for the first time in over a decade.

CREDITS OF PEOPLE
James McGrath, Creative Chairman, Clemenger BBDO Melbourne
Ant Keogh, Executive Creative Director, Clemenger BBDO Melbourne
Jim Ingram and Ben Couzens, Creative Directors, Clemenger BBDO Melbourne
Ben Couzens,, Art Director, Clemenger BBDO Melbourne
Jim Ingram, Copywriter, Clemenger BBDO Melbourne
Sevda Cemo, Agency Producer – TV, Clemenger BBDO Melbourne
Ben Nash, Agency Producer – Print, Clemenger BBDO Melbourne
Mike Derepas, Planning Director, Clemenger BBDO Melbourne
Matthew Kingston, Senior Planner: Clemenger BBDO Melbourne
Paul McMillan, Managing Partner, Clemenger BBDO Melbourne
Simon Lamplough, Client Services Director, Clemenger BBDO Melbourne
John Meagher, Account Director, Clemenger BBDO Melbourne
Georgia Field, Account Manager, Clemenger BBDO Melbourne
Giselle Tooth, Account Executive, Clemenger BBDO Melbourne
Andy Gibson, Chief Marketing Officer, CUB
Andy Meldrum, General Manager of Marketing, CUB
Richard Oppy, General Manager of Marketing, Victoria Bitter & Crown Lager
Craig McLean, Senior Brand Manager, VB
Mim Orlando, Brand Manager, VB
Belinda Brosnan, Asst. Brand Manager, VB
CAMPAIGN
Turning Around a Tech Giant
AGENCY
Edelman Singapore
CLIENT
Hewlett Packard
BRAND
Hewlett Packard - Printing and Personal Systems Group
DETAILS
CAMPAIGN SUMMARY
HP required help to deliver its first ever Global Influencer Summit – an event held in Shanghai for nearly 600 international media and influencers – a platform to re-establish its reputation with customers, opinion-formers, and the media.
The year 2012 was one of internal turmoil and change for HP.
Within a short period of time it had faced the controversial cancelation of a major product, a potential internal spin-off, the arrival of a new CEO, and a major group-wide restructuring.
The primary objectives of the summit were to:
• Demonstrate that HP is a globally relevant leader
• Align partners, customers, consumers, media, and influencers behind HP’s future as a unified printing and PC business
• Reinstate the notion that HP is still a force to be reckoned with
• Demonstrate HP’s commitment to delivering the right products to meet customer needs and the ability of the PPS business to provide customers with a complete and innovative portfolio of solutions.
The two-day event saw over 80 new product launches, media interviews with over 20 HP executives, and an interactive Q&A session (for all media participants) with CEO Meg Whitman and COO Todd Bradley. Instead of executives, customers themselves presented the products being showcased.
The HP Global Influencer Summit resulted in 32 billion media impressions globally. In Asia, it generated over 2,500 articles, with a reach of 60 million (OTS) across the region. In addition, 74,000 social media conversations took place during the two-day event, generating over 650,000 interactions and more than 4.3 million post views.
CAMPAIGN
A Million Reasons to Believe in Thailand
AGENCY
Initiative
CLIENT
Coca-Cola
BRAND
Coca-Cola
DETAILS
CAMPAIGN SUMMARY
Thailand is known, for good reason, as the “Land of Smiles” but we were hit by some of the worst floods in Thailand’s history, isolating two-thirds of Thais and everyone was emotionally affected such that Thailand’s Gross Domestic Happiness plunged almost 10%.
For more than 65 years, Coke has been the ambassador of “Happiness” in Thailand so we wanted to bring Smiles back to the Land and take the lead in moving the country forward again. Thus, we initiated the “Million Reasons to Believe in Thailand” campaign, aimed at recharging the people’s confidence in these difficult times.
All the contact points were integrated with the roles in inspiring hopes and engaging with consumers as we stimulated all Thais to become our happiness ambassadors by sharing encouraging messages and good news to their countrymen directly affected by this disaster. In massive scale, we changed the face of news content in major news outlet by shipping in daily good news to replace bad news that making headlines.
At the end of 2012, Coke became number one soft drink in Thailand. 137 million digital engagements exchanged through Coke and social network sites. Lastly as the happiness ambassador, our utmost achievement is to proudly say we made “Thailand, The Land of Smile” once again.

CREDITS OF PEOPLE
Paphop Ruchutrakool, Business Associate Director, Initiative
Kredrada Benjaathonsirikul, Strategist, Initiative
CAMPAIGN
Hair For Hope
AGENCY
The Leo Burnett Group Thailand
CLIENT
Chulabhorn Hospital
BRAND
Cancer Patients Department
DETAILS
CAMPAIGN SUMMARY
We set out on a mission to educate the wider population of Thailand on the deadly disease of cancer. We wanted to reach the entire population of the country by doing a deed that would fuel debate in society.
We used the symbolic icon of losing hair of a cancer patient to create one of a kind unique art pieces.
These heartwarming pieces of art caught the attention of an entire nation reaching over 90% of the total population raising awareness.We then managed to sell the art to collect enough funds to fund the therapy of 150 people, who could have not afforded treatment if not for this gesture.

CREDITS OF PEOPLE
Sompat Trisadikun, Chief Creative Officer, The Leo Burnett Group Thailand
Keeratie Chaimoungkalo, Executive Creative Director, The Leo Burnett Group Thailand
Sanpathit Tavijaroen, Deputy Executive Creative Director, The Leo Burnett Group Thailand
Sanpathit Tavijaroen, Art director, The Leo Burnett Group Thailand
Sompat Trisadikun, Art director, The Leo Burnett Group Thailand
Puttipong Pattanapongsagorn, Copywriter, The Leo Burnett Group Thailand
Fuad Ahmad, Copywriter, The Leo Burnett Group Thailand
Suthasi Sukpornsinchai, Client Service, The Leo Burnett Group Thailand
Varanya Suwankulwilai, Client Service, The Leo Burnett Group Thailand
Pimlada Jirawutpoonsiri, Client Service, The Leo Burnett Group Thailand
Ploengpon Charoenwong, Graphic Designer, The Leo Burnett Group Thailand
Imhathai Suwatthanasilp, Illustrator; Jirateep Sangsuwan, Agency Producer, The Leo Burnett Group Thailand
Navaratana Donkort, Photographer, bob eye view Co., Ltd.
Aitkom Futemwong, Photographer
CAMPAIGN
Hidden Idols
AGENCY
Lowe Vietnam
CLIENT
Unilever Vietnam
BRAND
Clear
DETAILS
CAMPAIGN SUMMARY
Clear, a shampoo brand in Vietnam, decided to be the lead sponsor of Vietnam Idol 2012. Clear wanted the brand message of ‘confidence to shine’ to be seen in action. In return, Clear wanted to increase their sales and improve brand scores.

CHALLENGE: Not to be another brand logo that goes unnoticed during a high profile show.
We wanted the sponsorship to get the brand some buzz that reaps returns.

STRATEGY: Add an own-able dimension to the show.
Most participants for Vietnam Idol came from the top 6 cities. City folks are pretty confident to perform. To prove our brand message we had to give the power of confidence to those, who are not known to have it. Clear had to take the participation of the show where it doesn’t go – to the villages.

IDEA: Clear Hidden Idols.
The idea was to find some raw but intensely talented people. We found one such talent. Clear then groomed him to participate in the “real show”. His battle to transform from a ‘village boy’ to an ‘Idol hopeful’ turned him into a people’s hero. The Clear Hidden Idol did the impossible and went on to become the first Vietnam Idol from a village.

RESULTS:
• Clear generated a PR return of 8 USD for per dollar spent solely from this campaign
• Clear gained the highest market share ever, post the idol campaign
CAMPAIGN
BenNaNa Brings Magical Fun
AGENCY
Ogilvy Beijing
CLIENT
Nestlé China
BRAND
BenNaNa Ice Cream
DETAILS
CAMPAIGN SUMMARY
Over 100 new ice cream products are launched every year in China, fighting for space in single square metre of freezer space. Enter Nestlé, the #4 player with a fun banana-themed new product at twice the price of competition.
Up against three industry giants who control 46% of sales, this campaign achieved 150% of its full year sales forecast in just three months!
And the sales forecast was highly ambitious – requiring BenNaNa to become Nestlé’s best selling ice cream SKU in its first year.
Our social-centric strategy delivered “buzz beyond budget” and success came in bunches! BenNaNa was named the “the ice cream star of 2012” in marketing media. Within 3 months it became Nestlé’s #1 ice cream product and achieved 150% of the 2012 full year forecast.
The level of brand buzz saw BenNaNa reach 42% brand awareness after just 5 months. It featured 7 times in Weibo’s top 10 searches in China - a feat normally only achieved by celebrities - and delivered 5.3 times the average category buzz level. Stores ran out of BenNaNa so often that Nestlé had to restrict distribution to major cities in peak summer and we added tips on where to find it on the microsite.

OTHER CONTRIBUTING COMPANY
Mindshare Beijing

CAMPAIGN
Pambassador
AGENCY
Ogilvy Public Relations
CLIENT
Chengdu Municipal Government
BRAND
Chengdu
DETAILS
CAMPAIGN SUMMARY
Which city produces half the global supply of laptop chips, a fifth of all computers in the world and now 80% of Apple’s iPads, yet seldom features in a Google tourism search? Ironically, its highly qualified engineers make essential parts for Airbus and Boeing, yet few of these planes return with international tourists to fuel economic development in the city.
Renowned only for its spicy cuisine, Chengdu is the capital of Sichuan Province in western China, and China’s fourth largest city. Briefed to drive international tourist arrivals to fuel the city’s economic development, the agency developed an original campaign idea in 2010 that highlighted the city as the home of the Giant Panda through a global campaign, offering three people the opportunity to become a guest panda keeper and ambassador.
In 2012, Chengdu re-engaged us to run an even larger public relations campaign to drive tourism results and raise Chengdu’s international profile. In 2012, Chengdu was selected to host the Fortune Global Forum in May 2013, drawing Fortune 500 companies and CEOs from around the world to the city.
CAMPAIGN
Bonded by Cheers – Maemuki
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
Partners
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