B09. Best Small Budget Marketing Campaign

The Shortlist
CAMPAIGN
World's Youngest Job Applicant
AGENCY
BBDO India
CLIENT
Plan India
BRAND
Plan India
DETAILS
CAMPAIGN SUMMARY
Plan India is an NGO that serves to address the plight of under-privileged children in India, notably the issue of being in a situation to exercise their right to childhood.
Plan India was looking to increase donor support among Indian senior executives via direct mail. As most direct mail goes unnoticed or junked, our challenge was to design a compelling mailer that would grab the attention and persuade them to take action. Our insight: Busy executives will take notice if an issue is framed in terms that they can identify with Our Idea: The Youngest Job Applicant.
We created job applications with CVs of real children in real situations. We reshaped their hardships into accomplishments showcasing their potential and urged executives to donate, so one day these children have a chance for a 'good' job.
Results: We achieved unprecedented and staggering response rates of 80% on our direct mail, and 60% on our email communications. This is a rate 50X higher than industry benchmarks. Donations increased 300% via direct mailer, 250% from emailers. Moreover, the campaign achieved a viral effect, as people shared our CVs and our requests with colleagues, further increasing donations to Plan India.

CREDITS OF PEOPLE
Josy Paul, Chief Creative Officer, BBDO India
Sandipan Bhattacharyya, Executive Creative Director, BBDO India
Bharat Khare, Creative Team Leader, BBDO India
Arjuna Gaur, Associate Creative Director, BBDO India
Rajesh Sikroria, Vice President, BBDO India
Mayoori Hanagodimath, Account Director, BBDO India
Heena Kohli, Senior Account Executive, BBDO India
Roshni Hegerman, Planning Director, BBDO India
Asseem Kapoor, Director-Marketing, Plan India
Mandeep Kaur, Senior Brand Manager, Plan India
CAMPAIGN
Shoe Dating
AGENCY
Ogilvy Malaysia
CLIENT
Heart and Sole
BRAND
ShoesShoesShoes
DETAILS
CAMPAIGN SUMMARY
Shoes Shoes Shoes' is an independent Malaysian label whose flagship store was located in a shopping mall that shoppers did not associate with fashion at all. To stand out from the retail clutter, compete with the newly established e-commerce giant Zalora, and establish itself as a unique shopping destination in Kuala Lumpur, 'Shoes Shoes Shoes' needed to give local shoppers a unique reason to come to its store.
Unfortunately, the brand had the budget of an NGO which meant having to rely mainly on its 'owned media i.e. the store itself to generate a maximum of 'earned media'.
After understanding that most of its shoppers were career women who were single partly because they made more time to find shoes than to find a man, 'Shoe Dating' was created to help ladies get more dates. By combining retail therapy and online dating, women who bought a pair of shoes could now find their Prince Charming.
The campaign was first carefully seeded to international influencers to get international news networks to pick up the story. 'Shoe Dating' made headlines in Marie Claire, Forbes, the Huffington Post, BBC World and the New York Times. This was fed back to local media which then guaranteed press coverage in Malaysia. The campaign went on to generate 30 times more talk value than forecasted. Also, 'Shoe Dating' sparked off heated online conversations since Malaysia is a Muslim country but the happy end is that 80% of shoppers participated and successfully went for their dates.

OTHER CONTRIBUTING COMPANIES
Lunch Actually, Malaysia
Capital FM, Malaysia

CREDITS OF PEOPLE
MAHESH NEELAKANTAN, Managing Director & ASPAC Hub Director, OgilvyAction Malaysia
DANIEL COMAR, Regional Executive Creative Director, OgilvyAction Malaysia
NUNO LEMOS, Executive Creative Director, OgilvyAction Malaysia
KAY CHIN, Creative Group Head (Copy), OgilvyAction Malaysia
EWAN YAP, Senior Art Director, OgilvyAction Malaysia
ELISSA AZIZI, Junior Copywriter, OgilvyAction Malaysia
FONG WEI KIT, Junior Art Director, OgilvyAction Malaysia
JAVEN TAN, Art Director, OgilvyAction Malaysia
ELLE POON, Senior Graphic Designer, OgilvyAction Malaysia
KENNY FOO, Senior Graphic Designer, OgilvyAction Malaysia
GARETH ELLEN, Regional Digital Planning Director, OgilvyAction Malaysia
GUILLAUME PAGNOUX, Planner, OgilvyAction Malaysia
SYED ALWI, Account Manager, OgilvyAction Malaysia
VIOLET LIM, CEO and Co-Founder, Lunch Actually Asia
CAMPAIGN
Camera Tastes the Food Before Mouth Does
AGENCY
Vitamine
CLIENT
Johnson & Johnson China
BRAND
Listerine
DETAILS
CAMPAIGN SUMMARY
With the launch of a new local flavor – Natural Green Tea, LISTERINE wanted to effectively remind the Chinese consumers pay attention to their teeth so as to stimulate the sales.
We targeted the Chinese young adults aged 25-35, who are open to new healthy lifestyle. We found they like to take picture of the food before they eat and share to SNS. Riding the wave of such popular digital behavior, we created a first-of-its-kind LISTERINE branded filter on Jiepang - the most popular LBS and photo sharing mobile social networking app in China, turned the camera into an 'enjoyable healthy big mouth'.
People in any restaurant throughout China can use the Jiepang app to take a picture and apply the branded filter. The photo and comment would be shared within the Jiepang community and synced to other popular SNS along with a completed check-in, while special LISTERINE branded badges were unlocked – which could be used to redeem a special discount when purchasing the LISTERINE Natural Green Tea at any Watsons personal care store.LISTERINE was the first brand came up with such media innovation on Jiepang.
With only $60,000 media budget, the campaign created over 846,000 branded UGC and gained 2.54 million earned media impressions. It was 720 times more cost-effective than the average CPM of TV in China tier one cities. Moreover, monthly sales value increased 23% in the campaign period.

CREDITS OF PEOPLE
Jason Zhan, Director of Social Strategy, VITAMINE
Ripple Zhang, Senior Social Content Strategist, VITAMINE
Kevin Cai, Social Media Manager, JOHNSON & JOHNSON

Partners
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