Digital Media

The Shortlist
CAMPAIGN
3M-Leaves Love In Water
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
3M China PI, Residential Water Business, IBG
BRAND
3M
DETAILS
Two decades of break-neck economic growth has helped hundreds of millions of Chinese join the ranks of the world’s middle class. However, it also left its mark on people’s lives in less desirable ways through environmental degradation, air pollution, and water contamination.
 
Because 36% of Chinese drinking water sources fail the basic quality standard for safety (National Urban Drinking Water Safety Insurance Paper), there are easily over 200-350 brands of water filters on sale in China today.
 
To re-direct people’s attention away from hundreds of other water filter alternatives, 3M focused its marketing efforts on social media -- with the primary aim of elevating the very basic issue of clean/drinkable water (that ordinary people can easily take for granted) into an impactful social phenomenon.
 
Through its “Leaves Love in Water” campaign, 3M created an imaginative mobile game that encouraged people to do something no one has ever done before: to “pass on” clean/drinkable water via their smartphones as an act of love to family and friends.
 
This novel campaign immediately caught the attention of the public, generating 600 million media impressions; and quickly became the hottest branded topic on Sina Weibo (China’s version of Twitter). Consumer participation reached record levels, and viewership of campaign content surpassed our targets 14x. Consequently, 3M water filters’ sales during the campaign rose by 80%.
 
More importantly, we were able to elevate the topic of clean water – from a cheap commodity people usually take for granted, into a powerful social movement.
CAMPAIGN
A Message From Your Future Baby
AGENCY
OMD Hong Kong
CLIENT
Wyeth Nutrition
BRAND
Wyeth Materna
DETAILS
Being a good parent can never be harder in Hong Kong. Small and crowded living spaces, increasing inflation, prolonged working hours as well as the competitive culture made young couples doubt their capability to raise a child. So we gave ourselves a mission to strengthen their determination of building a family and get physically ready, by offering the emotional support and professional nutrition advice they need!

Through our simulated parenting experience, young couple could have a first taste of parenthood by interacting with their future baby created. The experience built a profound connection that brought couples and babies closer through interactions could motivate them to start pre-natal preparation and brand recall.

Note: Results are confidential
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
Bladey Confessions
AGENCY
Isobar
CLIENT
Philips India
BRAND
Philips Male Grooming
DETAILS
Philips India sought to increase awareness and consideration for their AquaTouch range of electric shavers and grow sales by 9 times in 3 years. To achieve this, the key task would be to drive behavioural change from using traditional razors to electric shavers. We discovered the core issue with the traditional way of shaving and why it was time to switch to the new way of shaving.
 
For the longest time men had been shaving with razors and getting nicks and cuts as a result. They had an “it’s ok” attitude towards it and were not aware of better options. We had to break this inertia and introduce them to skin-friendly shaving through Philips AquaTouch.
 
A human manifestation of the shaving razor was created and named Bladey. He was brought alive on various social media platforms.
 
A series of videos were created of people who, in real life situations, had suffered because of Bladey. Bladey was cornered, made to confess his crimes and ask for forgiveness.
 
To encourage them to switch to Philips AquaTouch from the blade, their media consumption had to be understood. Hence, relevant media channels were identified to leverage storytelling in order to create intrigue and buzz-worthy conversations. We crafted an entire campaign journey to lead the behavioural change by using the interactive power of digital and surrounded our TG through a tactically planned media approach.
 
Bladey Confessions got everyone talking and resulted on an increase of 630% in fan engagement. The media strategy helped in achieving earned media worth INR 17.43 million and led to an increase in sales by 150% quarter-on-quarter. 
 
CAMPAIGN
Kan Khajura Tesan
AGENCY
PHD India
CLIENT
Hindustan Unilever
BRAND
Kan Khajura Tesan
DETAILS
Kan Khajura Tesan (KKT) is a unique media channel that resides on the one device that is omnipresent even in the most media dark areas of the country; mobile phone. Media dark refers to regions where the ratios of entertainment options (TV, print, radio) are low compared to rest of the country. In such markets, marketers battle for ad space on limited mediums.
 
Last year KKT brought a communication revolution in these markets by creating a single number that provided always on, on demand and free entertainment. HUL adverts were integrated with the content. With the help of KKT, Hindustan Unilever (HUL) has broken the cycle of the share of voice battle in these markets.
 
This year KKT focussed on intelligent analysis of platform interaction data to create enhanced user experiences, dynamic content delivery and customized programming capsules.
 
KKT now boasts of a 32 million and growing subscriber base, and over 300 million ad impressions that have been successfully delivered.
CAMPAIGN
LUX Bloom to Shine - Interactive Mirror Installation
AGENCY
ADK
CLIENT
Unilever Japan Customer Marketing K.K
BRAND
LUX Super Rich Shine
DETAILS
In modern Japan, women want to express their own beauty and be praised, and it is important to get praises from friends by uploading pictures on SNS by taking centre stage in their daily life. Our object was to feature modern women as main character and make them shining.
 
The strategy is to deploy modern communication in which women shine and get into high spirit. The creative idea executed is “Bloom to Shine.” An event was organized in which a new kind of image artwork is created with the participants becoming part of the digital art. The event gave a concrete shape to the concept of LUX that ‘all women are born to shine’ using a modern and beautiful installation. 
 
A unique interactive mirror is developed with motifs generated in the background in response to ‘each person’ undergoing the experience, and beautiful images of the experience are uploaded in real time.  
 
The device allows to display beautiful visual motifs of LUX onto the background microtile monitors as it senses the movements of the person. The kinect sensor at the center of the mirror detects the motion of the person’s head as the visual motif moves and expands accordingly.
 
The countless images that are generated are spontaneously conveyed through SNS with the joy of the participants.
 
A 422% engagement rate was captured on Twitter compared to the plan, and purchase intention score has been increased by 118%. Lux Bloom to Shine - engaging and empowering the new wave of Japanese women, sharing their experience and caring for their beauty’.
 
CAMPAIGN
BRAT
AGENCY
Isobar
CLIENT
Philips India
BRAND
Philips Male Grooming
DETAILS
With Philips’s new trimmer range entering the market, it was imperative to make beards look cool to create consideration and demand.  The objective was to recruit 14-20 year old males as first time users and communicate that this range is the best way to get “the cool macho look”.
 
The typical mindset about a beard is that it makes one look unkempt and shabby, i.e. a brat. We realized that there was a need to change this perception and make beards look cool in order to promote the trimmer range. Therefore, we redefined BRAT as BOLD, REBELLIOUS AND TRIMMED, to denote our TG. A one-of-a-kind campaign was launched on www.likeabrat.com – an interactive platform which became an atrium of casual styling.
 
To encourage the targeted group to adopt trimmers for casual styling, their media consumption was understood. Relevant media channels were identified to leverage storytelling in order to create intrigue and buzz-worthy conversations. We crafted an entire campaign journey to lead the behavioural change by using the interactive power of digital and surrounded our TG through a tactically planned media approach. 
 
The BRAT became the hot topic of conversation in the digital world, which led to 21% growth in TOM scores. The media strategy helped in achieving earned media worth INR 12 million and increased the sales by 102% in volume.
 
 
CAMPAIGN
Van Heusen Rewarding Fashion
AGENCY
Mindshare
CLIENT
Madura Garments
BRAND
Van Heusen
DETAILS
In India, fashion and professionalism go hand in hand. And for Van Heusen, India’s number one premier lifestyle brand for men, defining the leading edge of fashion is their profession. With dozens of new competitor brands entering the market, Van Heusen needed to solidify its reputation with the next generation of business professionals. 
 
Digital was the clear answer. 80 million Indians are online every day but nobody is wearing their suit on Facebook or Twitter. LinkedIn however offered a professional environment with 2 new members joining every second and 75% of them holding college degrees – more than any other social media. 
 
In an unprecedented partnership with LinkedIn, Van Heusen launched the search for the “Most Fashionable Professional”. A bespoke website gave the 21 million users the chance to nominate the most fashionable professional in their personal network, with the average time spent exceeding four minutes per visit. Both nominees and nominators received gift vouchers leading to 5,000 nominations from 30,000 unique visitors and 15,000 new connections. The site continued to engage by providing tips from top fashion professionals and live leaderboard results from the most nominated profiles. Video content amplified the campaigns across all mediums, driving extensive PR coverage across business publications and blogs. 
 
Named as one of the top 8 LinkedIn marketing campaigns worldwide by Mashable.com, the month-long event reached over 1.5 million LinkedIn users and put Van Heusen in the conversation with business professionals, proving that fashion and success are truly linked. 
 
CAMPAIGN
PO49 Elections: The Media Movement that Changed the Role of Women in Indian Elections
AGENCY
Maxus Global
CLIENT
Tata Global Beverages Pvt Ltd
BRAND
Tata Tea Gold
DETAILS
In the run up to the 2014 elections in India, Power of 49 was Tata Tea’s campaign aimed at empowering 100 mn Indian women to cast an informed vote. And make their voices heard to the Indian politicians.
 
Mobile played backbone as it bridged the gap between the politicians and the Indian women confined by the societal norms. A simple IVR on mobile helped women register their issues And Tata Tea reached these pleas to the politicians, in the form of a manifesto.
 
The campaign helped a collection of 0.8mn issues coming from 93% of the voting constituencies. Along with other efforts, mobile helped Tata Tea maintain leadership against giants Unilever. It also saw a 50% increase in preference among women who witnessed the campaign.
 
CAMPAIGN
Tefal Soulmate
AGENCY
Mindshare
CLIENT
Group SEB
BRAND
TEFAL
DETAILS
In Thailand, Tefal was faced with being known only as a frying pan brand  - with Thai women trusting Japanese appliances for other categories. 
 
How could this world-class appliance brand from France connect with their target audience and drive awareness and engagement with their wide range of products.

The idea centred on a way to ensure Thai women would remember and engage with the range – linking Tefal products to something all Thai women are interested in – attractive men.

Six French men were selected to represent each of the six Tefal products, blending the product’s benefit and personality with the characteristics of the man.

This resulted in  - The Soulmate Campaign –, which humanized Tefal, in the online environment and made it more than just a domestic appliance brand.

Each month a different ‘soulmaid’ would own Tefal’s Facebook page, using enticing visuals to educate women about Tefal’s product and engaging them more and more with the brand.

The campaign kicked off with an online mini series  - viewed and liked by thousands of women – getting the target audience talking.

During the campaign other engaging aspects were revealed – like a bespoke video showing one of the men juggling Tefal’s products.

Or the Soulcard Facebook application that enabled women to spread the love of the 6 French soulmates with friends.
 
The Results?
In just 3 months - Tefal went from being relatively unknown in the Thai market to becoming the number two brand in domestic appliances.

Facebook fans grew from just 30,000 to over 700,000 – and ranked as number one page with most fan engagement with a 500% increase in page participation.

Not only had Tefal become a known brand in the market, it had also become one of the most engaged brand – firmly placing Tefal on the shopping list of all Thai women.
 
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