DSS03. Mobile

The Shortlist
CAMPAIGN
CHOCOPIE SUMMER 2018
AGENCY
Wavemaker Vietnam
CLIENT
Orion
BRAND
Chocopie
DETAILS
Introduced to Vietnam market nearly 20 years ago, Choco Pie has always been a market leader in chocolate pie category thanks to its high quality and unique combination of cake - chocolate cover - marshmallow filling.
However, Chocopie faced low sales in summer season. Consumers feel Chocopie is hotter and stickier because of which they don’t want to eat Chocopie in this season. However, the key issue was consumer’s perception  rather than any real product problem during summers.
 
Hence the objective of the campaign was to change our target consumers’ thinking to Chocopie being cool and healthy snack and thus, level out seasonality in its sales performance.
CAMPAIGN
NEUTROGENA FREE UNDER THE SUN
AGENCY
UM Shanghai
CLIENT
Johnson & Johnson
BRAND
Neutrogena
DETAILS
In China, Neutrogena’s brand image was not well established enough to successfully complete in the category at its budget thresholds. Let alone its newly launched sunscreen, CoolDry Sun Spray. To this end, we launched an innovative and fresh campaign to build brand preference and punch above our weight by leveraging a unique media platform – Keep, China’s No.1 fitness app, and successfully created a new consumer behaviour by making CoolDry Sun Spray the first step to warm up before outdoor exercise.
CAMPAIGN
PEPSI SING YOUR OWN MUSIC MOMENT
AGENCY
Mindshare Vietnam
CLIENT
Pepsi Co.
BRAND
Pepsi
DETAILS
Carbonated Soft Drinks (CSD) category had witnessed negative growth since Q1’16 and Cola segment experienced the lowest growth rate. This market slowdown was mainly due to declining relevance and excitement among consumers. Pepsi too experienced this de-growth and hence in 2017, the key goal was building back Relevance.
 
To deliver these objectives, we decided to own the most relevant youth passion point i.e. Music. Pepsi co-created a catchy ‘Music Moments’ video and spread it across TOP digital music channels in Vietnam. We also got KOLs and leading Social influencers to create and share their own Music Moment videos on social. With Karaoke being a trendy pass time, we further introduced the Pepsi karaoke app allowing users to sing duet with their idols in their favourite music genres to engage and enable them to celebrate their real lives moment with music. 
 
Post the campaign, Pepsi topped the social buzz charts in July’17, with nearly 100,000 contestants participating with Karaoke Idol challenge. With music moment and life-event targeting, Pepsi increased +6pts TOM, and MUSIC ASSOCIATION increased +7pts. Especially the main attribute of brand relevance rose considerably at +4pts higher of brand love and refreshing versus YAGO. 
CAMPAIGN
SHELL HELIX HELPED MALAYSIANS DRIVE BACK HOME SAFELY
AGENCY
MediaCom Malaysia
CLIENT
Shell
BRAND
Shell Helix
DETAILS
confidential
CAMPAIGN
THE GOLDEN McNUGGETS HEIST
AGENCY
DDB Group Hong Kong
CLIENT
McDonald's
BRAND
McDonald's Chicken Nuggets
DETAILS
Confidential. 
CAMPAIGN
WATSON'S THIRST FOR LOYALTY
AGENCY
Wunderman Guangzhou
CLIENT
Watson's
BRAND
Watson's
DETAILS
Bottled water is the most generic of all categories.  How to create repeat purchase and loyalty to Watson’s Water and deliver a way to engage consumers in a category with hundreds of competitors?
 
We built an entire CRM redemption system from the ground up, using QR codes printed on Watson’s Water products for collection & redemption of points, encouraging consumers to participate in future promotions and repeat purchase of Watson’s products.  This included both front end consumer-facing communications as well as a backend management tool.  We called it the Watson’s Ice House, an engaging digital destination inspired by nostalgic Hong Kong cafes, Watson’s city of origin.
 
To date, 1.3 billion unique codes have been created driving 4.7 million members.   Through promotions and surveys, Watson’s Water has also collected close to 1 million phone numbers. With more than 350,000 prizes redeemed and over half a million people added their mobile number to their WeChat profile for future communication, the CRM program achieved a KPI of 350%.
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