Branded Content

The Shortlist
CAMPAIGN
Axe University
AGENCY
Mindshare Indonesia
CLIENT
Unilever
BRAND
Axe
DETAILS
In Indonesia, Axe has been a brand synonymous with helping the “guy get the girl” since it launched in 1983. Every year - a new fragrance was launched to drive sales and increase market share. But, as new product sales increased, the past variants suffered and declined.
 
Axe needed a platform to re-introduce existing variants to their young male audience, in a fresh and exciting way  - maintaining the hype achieved during launch.
 
Whilst young Indonesian males aspire to attract women, they tend to be awkward and shy.  Preferring to engage with games, news, sports and friends through social media rather than approach someone of the opposite sex. The digital world provided a place for them to seek help from other ‘more experienced’ peers – with search and online forums full of questions on how to attract women and dating. 
 
Axe wanted to reach out to these young men and equip them with the answers and support they needed to take on love in the real world – and so Axe University was born.
 
Brought to life in the channel they are most comfortable in – the virtual world on their mobile. 
 
Three popular Indonesian celebrities were appointed as instructors at the AXE University.  Students had to enroll for three courses, each representing an AXE variant. Attending online video sessions and taking a test to win points. Mobile search and social media advertising complemented the campaign to drive reach & engagement.
 
AXE successfully reinvigorated not only existing products but also its brand – proving to the young men of Indonesia that Axe always helps guys stay a step ahead in the dating game. 
 
CAMPAIGN
I Hate Thailand
AGENCY
The Leo Burnett Group Thailand
CLIENT
Tourism Authority of Thailand
BRAND
Tourism Authority of Thailand
DETAILS
An unbranded and uncredited video online, titled “I hate Thailand” was released, using a ‘counter-intuitive’ strategy in order to put Thailand back into the spotlight in tourism industry.  
 
Faced with falling numbers in repeat visitors over the past few years and strong competition from other markets in the region, Thailand needed to remind visitors of what made them fall in love with the country beyond the famous sights and attractions. The studies show that the one thing that Thailand has always stand head and shoulders above its keenest competitors is its hospitality and excellent service. And at the heart of this is the uniqueness of the Thai people and their way of life that makes visitors’ experience to Thailand ‘amazing’ and memorable. 
 
“I hate Thailand” tapped into this insight to reinforce what makes Thailand special and remind visitors of their unique Thai experience. The interest and attention it drew as a standalone unbranded film amplified its key messages following its reveal as a piece of Tourism Authority of Thailand’s content.
 
With the media investment of only 30,000 USD, the video gained over 1 million views within 3 days and could capture media’s attention around the world. TAT gained more than 150 earned publications worldwide, and gained over 235 million impressions in USA alone. *
 
The campaign also succeeded in calling more international tourist arrivals. In January 2015, Thailand welcomed a total of 2.65 million foreign tourists and generated about 120 billion Baht in revenue, representing a year-on-year increase of 15.9% and 12.7%, respectively. It’s the fourth straight month on the rise.**
 
*Agency research
**Statistics of international tourist arrivals, Ministry of Tourism and Sports
 
CAMPAIGN
Johnson's Baby "The Irreplaceable Moment"
AGENCY
OMD
CLIENT
Johnson & Johnson (China) Investment Ltd.
BRAND
Johnson's Baby
DETAILS
Johnson’s Baby has always been the leader of the baby bath category. However, the market landscape is changing. Increased competition from both international and local brands and changing consumer behaviours adding adult shower gel to the competitive list, has made it very difficult for Johnson’s Baby to remain top of mind amongst the target audience of mothers. In addition, Johnson’s Baby’s emotional appeal to mothers has not completely recovered from the crisis that hit the brand in 2011.
 
The challenge for Johnson’s Baby was to strengthen the brand appeal through the brand belief “The Joy of Growing Together” and through that reconnect with mothers and build top of mind awareness.
 
The key target for Johnson’s Baby are mothers with 3-6 year old child. We noticed that modern day mothers are changing. Apart from being the key caretaker in the household, they are also contributing more as a breadwinner. This is creating a social dynamic where mothers would like to see fathers contribute more in taking care of the child. This has led to the popularity of the show “Dad where are you going?” where father and the child are paired up to complete missions. In effect, gaining huge viewership across China.
 
The popularity of the show led to the launch of the big movie “Dad, where are you going”. Johnson’s Baby saw this as an opportunity to leverage a media content platform to build emotional connection and amplify the brand’s belief amongst mothers across China. Based on a unique and culturally relevant insight, we created a special scene in the movie which caused an immediate ripple effect and huge impact across families in China. Other platforms were integrated to carry the ripples further from the movie to social and in-store. The campaign produced amazing results. ROI reached 1,970%, more than 10 times the target ROI of 113%. Despite a drop in overall spending for the year versus 2013, sales and markter share increased compared to the year before.
CAMPAIGN
My Beautiful Woman
AGENCY
CJ Worx
CLIENT
I.C.C. International Public Company Limited
BRAND
Thai Wacoal
DETAILS
Females showing-off too much skin can be offensive in Thai Culture. So, Wacoal wants to create a corporate brand campaign to build emotional connection with the target. Without a huge media budget for a corporate brand campaign in consumer media, viral content marketing combined with social media was the best way to engage the target.
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