B13. Best Marketing Campaign for National Brand Development

The Shortlist
CAMPAIGN
The “Everyday” Soldier
AGENCY
BBDO India
CLIENT
P&G India
BRAND
Gillette
DETAILS
CAMPAIGN SUMMARY
Although Gillette had nearly doubled its market share over the past three years, the brand had mostly appealed to a younger, more urbane, image-driven male But, had failed to engage with a larger group of men, to whom stubble was an expression of their manliness. As a result, they were beginning to see Gillette as superficial & shallow. Thereby, Gillette’s brand ratings on its core values & emotional equities among this group started stagnating.
So, we set out to develop a campaign that would address this barrier & help strengthen Gillette’s core “manliness” values of courage, camaraderie, integrity, discipline & grooming.
We discovered that the person who embodies the Gillette brand values in its entirety is the Indian army jawan (soldier). Moreover, these values of the soldier exist in every Indian civilian.Thus, was born The Everyday Soldier: Gillette salutes the soldier within.
Gillette launched a movement through a petition to the President of India to rededicate the Gateway of India monument to the spirit of the everyday Soldier. We used live TV shows, digital, PR, events & even changed Gillette packaging to camouflage in support of the movement. T
he campaign surpassed all our set objectives and expectations.
- We sold 12.3 million razors in that quarter, more than the previous two extremely successful campaigns; reaching the highest-ever share for Gillette in India at 50.6%
- We generated the highest-ever free media coverage worth USD$4.3 million for any P&G campaign across Australasia, ASEAN & India, an ROI of 1: 11.

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.
- Rajeev Mohite, Editor, BBDO India.
- Sagar Jadhav, Art Director, BBDO India.
CAMPAIGN
Levis Ballet
AGENCY
DDB Group Korea
CLIENT
Levi Strauss Korea
BRAND
Levi's Stretch to Fit Jeans
DETAILS
CAMPAIGN SUMMARY
The challenge & objectives:
Back in 2011, Levi's Korea decided to launch its global 'Go Forth' campaign in the Korean market. The campaign's strong Americana tonality, however, made little sense to a local Korean audience. So when Levi's Korea approached us in 2012, we were challenged to bring the spirit of the Go Forth campaign to life in a way that would resonate with local consumers.
To achieve this, we needed to increase brand exposure and attention as well as create earned media through empowering consumers to become brand advocates.

Strategy & idea:
With Korean youth lacking catalysts and outlets for individualistic manifestation, we felt that the 'Stretch to Fit' jeans could best capture the Levi's brand spirit and show people another way of barrier-less freedom of expression. So, we decided to dramatize the stretchability of the hero product by partnering up with the Korean National Ballet and created a mesmerizing performance in the streets of gritty, urban Seoul. The ballet was showcased on TV and online media was accompanied by live 'performances' in store windows.

Results:
We over-achieved score levels for impressions and clicks by 12 and 6% respectively. Our campaign saw more than 2.1 million views within a two-month period and created a swell of media coverage and consumer praise. Without any media support, our ballet recorded more than 100,000 views on YouTube, only six days into the campaign.

CREDITS OF PEOPLE
Timothy Paradise, Creative Director, DDB Group Korea
Say-Hwan Kim, Business Manager/Digital Producer, DDB Group Korea
Nahil Kang, Senior Creative, DDB Group Korea
Dawn-Sun Kim, Senior Designer, DDB Group Korea
Jae-Lim Jeon, Junior Designer, DDB Group Korea
Jung-Min Choi, Technical Director, DDB Group Korea
Andreas Krasser, Senior Strategic Planner, DDB Group Korea
CAMPAIGN
Go West – The Journey of Terracotta Warrior To The U.S.
AGENCY
Ogilvy Shanghai
CLIENT
United Parcel Service General Services
BRAND
UPS
OBJECTIVES

DETAILS
CAMPAIGN SUMMARY
UPS's strategy was to own the high ground of 'logistics' rather than compete for price in the 'delivery game'. However they discovered that this term while sophisticated, alienated some small and medium business owners. The strategy was to make 'logistics' more interesting by leveraging the familiar property of the Terracotta Warriors - if UPS can safely deliver the national treasures from China to USA, then what cannot be done to help grow your business? The job for marketing then was to showcase UPS's strong logistics capabilities on helping small-medium sized business grow and expand overseas while helping to drive business growth. The campaign generated a significant amount of interest and positive comments in social media, receiving over a few million banner clicks and over performance views of the videos, performance that exceeded the ambitious KPIs set. Not bad for 'logistics!' It boosted top of mind awareness above that of competitors which is critical for B2B, prompting half of the non-UPS users to consider shifting their business to UPS. And it successfully changed people's perception that 'UPS logistics' as the ideal business partner. All the mindset shifts contributing to UPS's sales volume upward swing during the campaign period. All in all it proved a profitable investment for the client. 
CAMPAIGN
The Smarter Way to Shop
AGENCY
Ogilvy Shanghai
CLIENT
Yihaodian
BRAND
Yihaodian
DETAILS
CAMPAIGN SUMMARY
Selling grocery is never a cool business, but selling grocery ONLINE can be. Yet to Yihaodian, the China online supermarket, the challenges were intimidating: large established competitors, small budgets and a rapid shift into mobile platforms. The brand knew it did not have the luxury of time to tackle these challenges one by one. Courageous creativity became the only weapon.
Raising the flag against the old-fashioned life routine, the strategy was to provoke Chinese to question their repetitive sufferings at conventional supermarkets and positioned itself as the 'smarter way to shop' through series of humorous and witty observations on the pains of supermarket shopping. And through the power of augmented reality technology, it 'opened 1,000 (virtual) stores overnight' at the best locations across China, or sometimes just in front of a conventional supermarket to make a cheeky point.
The results were spectacular. For the first time, year on year growth reached 250%; penetration in all 4 tier-one cities exceeded in one three residents and mobile transactions increased 2600%. And after piquing the interest of the world's leading titles including WIRED and Fast Company it felt like we might have done something world class. The brand, still in its infancy couldn't be happier nor healthier.

CREDITS OF PEOPLE
Yong Yuan, Managing Director, Ogilvy Shanghai
Tracy Cao, Group Account Director, Ogilvy Shanghai
Nicole Hu, Account Director, Ogilvy Shanghai
Thomas Zhu, Creative Director, Ogilvy Shanghai
Sascha Engel, Deputy National Digital Director, Ogilvy Shanghai
Marc Violo, Senior Manager of Digital Lab, Ogilvy Shanghai
Edward Bell, Head of Strategy, Ogilvy Shanghai
Morgan Cao, Senior Planner, Ogilvy Shanghai
Vivian Wu, Senior TV Producer, Ogilvy Shanghai

CAMPAIGN
Lee: Free Your Night Side
AGENCY
Ogilvy Shanghai
CLIENT
VF Group China
BRAND
Lee Jeans
DETAILS
CAMPAIGN SUMMARY
The strategy was to use a new collection to trigger a bigger discussion about the recessive ‘night side’ within our target market, creating a topic of social interest that would result in greater interest in Lee and its whole product range.
Results showed that the creative strategy had struck a nerve within the target, selling out the range and in the face of slowing premium segment, helped Lee to maintain share.
CAMPAIGN
Wyeth Learning Surprise Video Library
AGENCY
OMD Hong Kong
CLIENT
Wyeth Nutrition Hong Kong
BRAND
Wyeth Gold
DETAILS
CAMPAIGN SUMMARY
How can an Infant Milk Formula brand become a parenting partner in children's early developmental progress in a market that has only 0.73% birth rate and 7 million people?
Wyeth challenged the conventional 'functional' approach of over 15 other IMF brands in Hong Kong and reframed the industry with everyday learning surprises.
HK parents are keen for meaningful parenting resources. Though information is readily available, these are scattered across various platforms. Wyeth saw an 'untapped' opportunity for a centralized online platform where parents could learn from others' experiences - the everyday joys and surprises of watching children learn and develop something new that are usually UNSEEN by the outside world.
In a media first, Wyeth introduced the "Learning Surprise VIDEO Library", an online resource for parents to share and learn from other kids' developmental advances, creating a permanent inspirational channel with authoritative VIDEO references for children's early development questions. With this approach, Wyeth becomes more than a milk product and a compelling character in the lives of the early childhood community.
In just 3 months, 440+ videos collected from time-pressed parents that generated 80,000+ monthly site-visits. New trials +64% and sales +20% - the biggest ROMI of Wyeth in 3 years at 19:1!

OTHER CONTRIBUTING COMPANY
Agenda Hong Kong

CREDITS OF PEOPLE
Jasmine Lee, Business Director, OMD HK
Koyi Wu, Digital Manager, OMD HK
Deric Wong, Head of Strategy and Insights,OMG HK
Augustin Chan, Communication and Insights Executive,OMG HK
CAMPAIGN
Cornetto Dive Into Love
AGENCY
Beijing DDB Needham Advertising (Shanghai Branch) / PHD Shanghai
CLIENT
Unilever
BRAND
Cornetto
DETAILS
CAMPAIGN SUMMARY
Love is complicated in China. Money, family background and social status all have to be navigated before you even get the bit about do I fancy them, or do they fancy me!
As a brand built on love and romance, every summer Cornetto needs to find new ways to bring the brand idea of romance to life for Chinese teens.
Stepping into the world of racing hormones, young lovers angst, strict social traditions and generational difference, Cornetto created a light hearted and entertaining integrated digital campaign "Dive In & Discover Your Love Quadrant" for summer 2012.
The communication strategy delivered on 3 key communication strategies:
1. Branded Entertainment & Content Partnerships: Producing a series of four 12-minute films and one 38-minute film distributed across key online video portals. Generating over 280 million video views and ranked as the No 1 film on Yukou & Tudou (China's YouTube)
2. Social / Sharing & Brand Engagement: Over 2 million post on Sina Weibo (China's Twitter) and over 1 million organic searches for the Cornetto's films in the first month of the campaign.
3. Integrated Amplification To Drive Business Results
Integrating the films with live events, OOH & in store promotions increased the Total Brand Communication Awareness 10% following the campaign and Unaided Brand Awareness by 5% in key markets.
Cornetto's key brand attribute " Is a brand linked to love" increased by 5%.Cornetto sales increased 34% compared with same period 2011, out performing the category growth of 6%.
CAMPAIGN
adidas Originals
AGENCY
wwwins Isobar / Carat
CLIENT
adidas
BRAND
adidas
DETAILS
OTHER CONTRIBUTING COMPANY
TBWA Shanghai

CREDITS OF PEOPLE
Rohan Lightfoot – APAC, IBD
Gordan Yap – Planning Director
Frola Huang – Digital Director
CAMPAIGN
Free Lunch
AGENCY
Y&R Guangzhou
CLIENT
Arawana Rice
BRAND
Arawana Rice
DETAILS
CAMPAIGN SUMMARY
In 2012 Arawana Rice increased its market share by 292%. By having a heart. Following a series of alarming food safety scandals, Chinese consumers were losing trust in the entire food industry. Arawana, one of China's packaged rice brands, had to grow by defending its brand and demonstrating that it cares. In China, too many children were going hungry due to poverty and natural disasters. So Arawana collaborated with the Free Lunch NGO in setting up a platform to help provide a much needed meal for these children.A publicity campaign was launched to raise public awareness of this unknown issue and to attract public participation. The brand's awareness and its favourability dramatically improved. Sales grew by 65%, and market share by 292% from 2011 to 2012.
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