B06. Most Effective Use of Social Media Marketing

Mentos National Night
BBH Asia Pacific
Perfetti Van Melle
Mentos National Night was created as a hyper local campaign for a Singaporean audience that somehow managed to find itself global fame.
As a champion of fresh thinking, Mentos set out to acknowledge National Day but refused to conform to the norm of how most brands acknowledge the occasion through the broadcasting of a sugary birthday message. Instead, it used the country’s birthday as an opportune moment to deliver a highly topical birthday wish and set out to use the Mentos product as the message carrier.
Bespoke ‘Mentos “hearts” Sg’ rolls encouraged patriotic Singaporeans to help their country tackle one of its greatest issue; the country’s declining birth rate.
The socially fueled campaign encouraged people through the power of racy song lyrics and on pack messaging to help build the nation, by having more babies on the eve of National Day; National Night.
Not only did all influential Singaporean media titles and bloggers cover the campaign but National Night made international headlines right across the world. It also managed to create a strong sales uplift for regular Mentos rolls and significantly impacted sales across the entire brand portfolio.

Business Director - David Webster
Account Director - Midori Watanabe
Account Executive - Bernice Ooi
Engagement Planning Director: James Sowden
Engagement Planner: Rachel Filer
Regional Executive Creative Director: Steve Elrick
Executive Creative Director: Scott Mcclelland
Deputy Creative Director: Adrian Chan, Douglas Hamilton
Creative Director: Maurice Wee
Copywriter: Paul Edmonds
Designers: Marcus Yuen, Uni Lee, Ronald Bunaidi
TV Producer: Charmaine Wong
Print Producer: Brell Chen
Digital Producer: Nicolyn Marino
Music Production: Fuse, Adventure In Audio
Character Illustration: Walter Teoh
Retouching: Wellcom
Digital Production: Avantworks
Music Clip Editor: Elena Ho
New Rules for Sponsorship, One Fan at a Time
Clemenger BBDO Melbourne
National Australia Bank
Footy (Aussie Rules Football) is one of Australia's most loved sports. The long 9-month season culminates with two teams battling it out at the Grand Final, a match guaranteed to make history (and every fans' dream to attend).
Sponsors are a large part of football. Logos adorn stadiums, fields, even players' uniforms. However, while fans appreciate the money sponsors provide, most people believe they rarely go beyond writing cheques and plastering logos. Last year, the AFL (Australian Football League) had 30 regular season sponsors. On Grand Final Day that number triples. The corporatization of the big game has upset the public for years, increasingly becoming more about sponsors than the game and certainly not the fans. The ratio of corporate seats to fan seats has become ridiculously disproportionate.
NAB's challenge was to take sponsorship and prove its purpose. Since everyday footy fans feel like they're part of their team, NAB wanted to help give teams the best possible shot at winning by having more fans at the game, and doing it in a way that differentiated NAB from the sea of sponsors.
NAB created the Stand-Ins campaign providing fans not only with tickets to the Grand Final, but a person to fulfill their game day commitments. This helped redefine the role and expectation of sponsorship as bettering fans' experiences, not maximizing sponsors' exposure.
The campaign significantly drove NAB brand differentiation, awareness and key attributes across footy and non-footy fans throughout Australia while driving customer retention and conditioning non-NAB customer acquisition.

Ant Keogh, Executive Creative Director, Clemenger BBDO Melbourne
Rohan Lancaster, Darren Pitt, Tom Martin, Julian Schreiber Creative Directors, Clemenger BBDO Melbourne
Ben Keenan and Russel Fox, Creatives, Clemenger BBDO Melbourne
Simon Lamplough, Group Account Director, Clemenger BBDO Melbourne
Belinda Danks-Woodley, Account Director, Clemenger BBDO Melbourne
Kat Joiner, Account Manager, Clemenger BBDO Melbourne
Paul Rees-Jones, Planning Director, Clemenger BBDO Melbourne
Heather Lewis, Strategy Planner, Clemenger BBDO Melbourne
Sharon Adams, Head of Production and Studio, Clemenger BBDO Melbourne
Sevda Cemo, Producer TV, Clemenger BBDO Melbourne
Benjamin Nash, Producer Print, Clemenger BBDO Melbourne
Kevin Ramsdale, GM Brand and Sponsorship, NAB
Jodie Geddes, Head of Sponsorship, NAB
Lesa Brown, Brand Manager, NAB
Katie Hynes, Senior Sponsorship and Community Manager, NAB
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