Branded Content

The Shortlist
CAMPAIGN
2015 Daktarin IMC Campaign
AGENCY
BBDO and Proximity
CLIENT
Johnson & Johnson
BRAND
Daktarin
DETAILS
As a long-standing leading brand in Chinaís athlete foot category, Daktarin was under threat by more modern medications. To stem a decline in relevance and category share, Daktarin launched an integrated campaign encouraging people to overcome small obstacles toward achieving their goals in life. Leveraging ultra-marathoner Chen PenBinís awe-inspiring quest to run 100 marathons in 100 days, the effort increased Daktarinís brand affinity and modernity, while sales surged 25%.
CAMPAIGN
Ariel - Share The Load
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focussing its attention on the cultural stain of gender inequality.
 
For years the brand had lead India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaigns, Ariel needed to respond to stay on top.

We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue.

Share the Load wasn’t just a new idea for the brand; it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. It challenged men to liberate women from the obligation of doing the laundry to show that women should be treated as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home.

Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes. 

The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity. Thanks to the resulting increase in brand relevance parameters and purchase intent, Ariel enjoyed a remarkable 60% value share increase.
CAMPAIGN
Great Chinese Names for Great Britain
AGENCY
Ogilvy & Mather China
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.
CAMPAIGN
Lucy the Robot
AGENCY
Atomic 212∞ Group
CLIENT
Double Robotics
BRAND
Double telepresence robot
DETAILS
Global technology company, Double Robotics, wanted to launch into the Australian and broader Asian markets with its double telepresence robot. Awareness was extremely low, as was the budget. The company wanted to generate buzz around the brand, with a secondary objective of generating leads. 
 
Insight: Absolute relevance and entertainment drive fanaticism. So we set about finding a fanatical global event to leverage. 
 
We identified the launch of the iPhone 6s and developed an idea to add relevance and entertainment to those fixated on the event. We wanted to piggy-back on the event in a unique way that made consumers and the media welcome us, and our robot. To add a human element, we focused on Lucy, the girl behind the device.
 
‘Lucy the Robot’ was born – we placed the humanoid robot outside the George Street Apple store in Sydney to line up for the global release of the iPhone 6s.  The device waited in queue for two days, and was controlled remotely by Lucy, who added much needed personality. The campaign was driven by outreach, branded content marketing, search marketing and social media. We targeted both consumer and business media, as the campaign had both B2C and B2B components. A microsite was developed to funnel sales leads. 
 
Over a 48 hour period, the campaign was covered globally in over 4,000 news stories, and generated $44m in sales opportunities. The robot was first out the door of the Apple store, meaning the first iPhone 6s was bought by a robot. 
 
CAMPAIGN
Scoot Matrix
AGENCY
Publicis
CLIENT
Scoot
BRAND
Scoot
DETAILS
~ Confidential ~
CAMPAIGN
Together for a lifetime
AGENCY
BBDO and Proximity
CLIENT
Platinum Guild International
BRAND
Platinum
DETAILS
The institution of marriage in China has never been more fragile. For every four marriages that took place in 2015, there was one divorce. With divorce rates soaring to new highs, young couples’ faith in marriage reached new lows.  It is no wonder that the appeal of marriage is weakening; the number of couples getting married has been declining 3% year-on-year since 2014 (Source: China Civil Affairs Bureau, Statistica.com).
 
So, while other bridal jewelry communications typically portray fairy-tale scenes of everlasting romance, the “Together for a Lifetime” campaign from The Platinum Guild found new relevance among young marriage skeptics by explicitly highlighting the inconvenient truth about marriage – that there will always be problems in a relationship (e.g. a spouse losing one’s youth/beauty, every day quarrels, etc.), and that couples need to work really hard to keep the relationship strong FOR A LIFETIME.

The campaign moved the hearts of millions. It also moved their wallets – increasing purchase intent from 76% to 91%, and pushing up sales of Platinum bridal jewelry by 8% in a market that declined by -4% (Source: PGI 2015 Retail Barometer).
 
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