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Silver
CAMPAIGN
#EndAcidSale
AGENCY
Ogilvy & Mather
CLIENT
Make Love Not Scars
BRAND
Make Love Not Scars
DETAILS
Most effectiveness cases work towards improving businesses. Hereís one thatís working to put something out of business. Open sale of acid.

The real problem was that business was very good. Make Love Not Scars (MLNS), an NGO dedicated to providing recovery and rehabilitation to acid attack victims had a goal:  To prevent acid attacks from happening in the first place.

The key was to deny free access to acid. The task was to put "acid" out of business.

The way to achieve that was to create a groundswell of people who would file a petition in the Supreme Court requesting an end to acid sale. We had absolute zero budgets. It meant no television commercials, no celebrities, no activation, no event or paid PR coverage.

The internet was our only option. Given that 90% of acid attack victims were women (source: client data), we knew they would be the most empathetic to our cause and might even evangelise it. We decided to reach out to ëwomen onlineí. We tried to understand what women organically searched online.

One of the most searched things by women online is "Do it yourself" beauty videos.  We realised we had hit upon an idea.

We approached MLNS the NGO and found the real hero of our campaign - Reshma, a young 18 year old from Mumbai, attacked cruelly in 2014 by her brother-in-law. She agreed to be a part of this initiative. Thus was born "Beauty Tips by Reshma". A beauty video log on YouTube. 3 videos on 3 different beauty tips.

These videos worked how we intended them to. Lakhs signed the petition. Despite zero budgets, we managed to garner support from an unprecedented number of people to be able to file a petition in the Supreme Court to enforce a ban on acid sale.
CAMPAIGN
Great Chinese Names for Great Britain
AGENCY
Ogilvy & Mather
CLIENT
VisitBritain & UKVI
BRAND
Britain
DETAILS
For centuries the British circumnavigated the world, planting the Union Jack and naming places. In a PR and social-led 360 creative campaign to drive Chinese tourism to Britain, we invited Chinese people to return the favour!
 
Our research and insights phase uncovered that Britain was viewed by Chinese as cold and unwelcoming, losing out in tourist appeal against competing nations like France, the USA, Australia and Germany.  Language was a large part of this unwelcoming perception, which we cracked as the basis for our creative, earned-influence driven idea.
 
We persuaded VisitBritain to extend a first-ever invite to the people of China - an opportunity to name the country’s places, people, events and icons in Mandarin Chinese. The Government would recognize the names. Google Maps would include them. Travel guides would be changed forever.
 
More than 13,000 often-hilarious names were submitted. Translated directly into English, these names included:
* Strong Men’s Skirt Party for the Highland Games
* Street of the Tall, Rich and Handsome for London’s famous Saville Row
* Tripe that Wafts Aroma for the Scottish delicacy otherwise known as haggis
* Porcelain Cheese for the legendary pungent English cheese, stilton
 
Immediate tourism benefits were felt with Chinese visits to Britain marked incredible increase. Significant contributions were also made to the British economy with Chinese tourist spend leaping to the highest level in past 3 years. And in many ways it marked the beginning of a bourgeoning Sino-British relationship, eventually heighten by the visit of President Xi Jin Ping to the UK in 2015.
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