Digitally Integrated Campaign

The Shortlist
CAMPAIGN
Cowfie Campaign
AGENCY
StrateGeek
CLIENT
Robi Axiata Limited
BRAND
Robi
DETAILS
It is written in the Torah, Bible & Quran that Prophet Abraham was willing to sacrifice his son to please God. Being pleased, God replaced the son with an animal at the point of slaughter.
In Bangladesh, Muslims celebrate this during the festival of Eid-ul-Adha by sacrificing their own animal. However, sadly, the Holy Spirit is now reduced to financial transaction and the concept of “Sacrifice” is less emphasized.
 
Robi, Bangladesh’s 2nd largest telecom operator, saw an opportunity to help preserve the essence of Qurbani. The objective was to bolster the emotional affinity between Muslims and the animals they acquire and slaughter.

Leveraging the selfie craze among Bangladeshi youth, we planned a simple Facebook timeline photo contest: Selfie with Qurbani Animal = COWFIE. Teaser visuals introduced the term COWFIE, sparking a festive feeling surrounding Eid. An accompanying mobile-compatible game created further buzz. And the centerpiece of the campaign was a music video that smashed all social media viewership records in Bangladesh, propelling #COWFIE to be the most trending word.
 
All major media outlets covered the campaign resulting in a total reach of 22 million people (data: Facebook analytics), which is more than 50% of Bangladesh’s total Internet users (data: agency research)! The campaign yielded a stunning 600% ROI (Agency research). But the biggest success of the campaign was that people felt more emotionally engaged with their sacrificial animal, and thus experienced the essence of Qurbani at the moment of slaughter.
CAMPAIGN
Cure your Hover Finger when you pay with Visa
AGENCY
BBDO Singapore
CLIENT
Visa
BRAND
Visa
DETAILS
This case illustrates how Visa tackled the irrational fears that Singaporeans had about online shopping.  Instead of bombarding shoppers with rational messages on Visa’s security features, we realised that we were looking at an irrational phobia that required an imaginative and sensitive treatment.
 
We gave this fear a name – “Hover Finger” – a quasi-medical condition with clear behavioural symptoms and causes. “Hover Finger” is the inability to complete an online transaction due to fears about online security; named after the way the finger hovers above the “PAY” button in a state of hesitation and mental conflict.
 
We popularised this condition through social and influencer channels and as a result, conversations and debate flourished around “Hover Finger”. We made people realise they were not alone and that it was normal to have concerns about online payment security.  We then presented Visa as the solution to “Hover Finger”, giving nervous online shoppers what they needed to proceed to “Checkout” fully cured and ready to pay for their purchase.
 
Through a clever combination of offline and online channels, we were able to reach and persuade many people to use Visa online. We got 13% more Singapore Visa cardholders to start shopping online and grew online spends on Visa cards by 14.5% across 6 months (Source: VisaNet, 31st Dec 2014)
CAMPAIGN
MetLife Infinity
AGENCY
BBDO / Proximity
CLIENT
MetLife Hong Kong
BRAND
MetLife Infinity
DETAILS
The insurance industry is driven by familiarity and trust – two things MetLife had very little of in Hong Kong. 
 
They also lacked a competitive budget as the companies ahead of them in terms of awareness – the biggest indicator of getting into the consideration set - were outspending MetLife by anywhere from 3 to 20 times. 
 
Luckily, these competitors were focusing on some pretty grim subjects – either the horrible things that could happen to people or a far off future that everyone felt pressured to achieve. 
 
In the face of the insurance industry’s focus on the uncertainty and fear of tomorrow, MetLife set out to drive familiarity and trust by helping people feel positive about today
 
With the MetLife Infinity app - a virtual time capsule and legacy creator - the act of planning for your future became a social, sharable and enjoyable experience. 
 
Infinity was the most successful insurance app launch in Hong Kong’s history in terms of downloads generating earned media 5 times the actual media spend, increasing branded term search queries on Google & Yahoo by 8 times and doubling the rate of active lead generation from marketing activities. 
 
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