B14. Best Insights / Strategic Thinking

Bronze
CAMPAIGN
Shave Sexy
AGENCY
BBDO China
CLIENT
P&G China
BRAND
Gillette (China)
DETAILS
CAMPAIGN SUMMARY
‘Shave Sexy’ was a light-hearted idea underpinned by a bold shift to Gillette’s communications strategy in China.
The challenge was major category erosion: men in China were no longer able to see past the inconvenience of wet shaving (preparation, shave, wash, care), driving 18.3 million men every year to switch to more convenient dry shavers. It was clear that Gillette’s classic approach of communicating closeness and comfort required an overhaul.
Everything changed when Gillette launched ‘Shave Sexy’.
Inspired by the insight that women in China found wet shaving extremely arousing to watch, an ‘unbranded’ social experiment was created to demonstrate how wet shaving could arouse female interest. Supporting these with strategically deployed celebrity endorsements, partnerships and integrated activity, ‘Shave Sexy’ reached 197 million people, reversed the growth of the dry shaver category for the first time in 4 years, and helped Gillette record its highest ever launch month sales.
By radically reframing the benefits of wet shaving from inconvenient to sexy, ‘Shave Sexy’ heralded a new era of communications for Gillette, one that delivered value men can see.

CREDITS OF PEOPLE
Core Team:
Kit Koh, Executive Creative Director, BBDO Shanghai
Jason King, Group Planning Director, BBDO Shanghai
Mei Jeng Phang, Business Director, BBDO Shanghai
Amber Lin, Creative Director, BBDO Shanghai
Fiona Su, Account Director, BBDO Shanghai
Kevin Jin, Associate Creative Director, BBDO Shanghai
Airy Han, Creative Group Head, BBDO Shanghai
Elsa Gu, Account Manager, BBDO Shanghai
Uming Tong, Associate Planner, BBDO Shanghai
Tao Dong, Strategic Planner, BBDO Shanghai

Management Team:
Carol Potter, President & CEO - Greater China, BBDO Proximity China
Hans Lopez-Vito, Executive Planning Director - Greater China, BBDO Proximity China
Wai Foong Leong, Executive Creative Director - Greater China, BBDO Proximity China
Tze Kiat Tan, Managing Director - Greater China, BBDO Proximity China
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
Smoking Kid - Inside Out Reflection
AGENCY
Ogilvy & Mather Advertising Thailand
CLIENT
Thai Health Promotion Foundation
BRAND
1600 Quitline
DETAILS
CAMPAIGN SUMMARY
Smoking has been a public scourge for generations in Thailand. For the past 20 years, the Thai Health Promotion Foundation has operated and aggressively promoted free hotline, “1600 Quitline” to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. Smokers either ignored the campaigns or didn't give the key message much thought. The campaigns failed to create attention that led to long-term behavioral change.
Instead of using scare tactics or emotional cues to convince smokers to call 1600 Quitline, the Smoking Kid campaign employed a new approach called “Inside-Out Reflection.”
The smokers found themselves in a situation in which their own voice served as the warning message, thus creating a "self-awakening" moment. Online media was used as a direct channel to communicate with smokers on a personal level.With a budget of just $5,000 and no media spending, Smoking Kid had an enormous impact that touched smokers and non-smokers alike.
The campaign not only became the most effective ever for the THPF, but also generated massive buzz around the world. Smokers far beyond Thailand's borders experienced their own "inside-out reflection" moment, sparking a global conversation and providing inspiration to many looking to give up smoking once and for all.

CREDITS OF PEOPLE
Strategic Planners
Vanich Jirasuwankij
Sutatip Chadavadh
Nuntaporn Laoruangroj
Kusuma Kusoltawee

Chief Creative Officer
Nopadol Srikieatikajohn

Executive Creative Director
Wisit Lumsiricharoenchoke

Creative Directors
Taewit Jariyanukulpan
Prasert Vijitpawan

Copywriters
Denchai Kheereerak
Kris Garford Spindler

Art Directors
Wisit Lumsiricharoenchoke
Nopadol Srikieatikajohn
Asawin Tejasakulsin

Agency Producer
Uravasee Chuturonggukul

Agency Account Directors
Phawit Chitrakorn
Patsa Attanon
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters