EFP06. Other Consumer Products

The Shortlist
CAMPAIGN
Biti's Hunter #theREDsnow - The National Shoes of Vietnamese People
AGENCY
Redder Advertising
CLIENT
Biti's
BRAND
Biti's Hunter
DETAILS
As one of the most football crazy countries in the world, Vietnamese people have been waiting for decades for such an incredible and inspiring performance of U23 Vietnam in AFC U23 Championship China 2018. From the beginning, regarded as an underdog who hadn't been expected to pass the Group Stage round, the U23 Vietnam team surprisingly made themselves into the final match and stepped very close to the Asia Championship in the bursts of tears, laughter, happiness, joy and expectations from half of 90 million Vietnamese people.
 
As one of the national brands with long heritage, and the no.1 Vietnamese Footwear Brand, Biti's with its sports-inspired sub-brand - Biti's Hunter has stormed the market by creating a special concept sneaker within only 12 hours from the end of the final U23 AFC championship match and launching the first time ever - the national pride limited edition - #theREDsnow.
 
#theREDsnow is a great concept capturing the iconic and historic image of U23 Vietnam in millions of Vietnamese hearts - the amazingly talented, resilient, sportsmanship-spirited, dedicated, all passionate Red team (Vietnam) in a tough, harsh heavy-snowfall conditioned match in Changzhou.
 
It becomes a beautifully unforgettable memory with Vietnamese people, becoming a symbol of the national love & pride, a symbol of connecting Vietnamese people, and also a meaningful message representing all the people when the national team cannot be the champion at the Asia level, but the team has become the "champions of the people". 
 
And it was launched right upon the day after the match when U23 Vietnam came back from Changzhou, and was welcome by media and millions of Vietnamese people as the nation's heroes.
 
#theREDsnow has become the most desired pairs of sneakers in Vietnam for decades, named by fans - "the national shoes of Vietnamese people", raising up significantly the Brand Love among the people. 
 
Besides, it also helps gain huge attention to the sub-brand Biti's Hunter, contributing to a phenomenonal 250% sales increase in Lunar New Year holiday 2018 (vs 2017), which is 8 times more than the category growth.
CAMPAIGN
How Woke Millennials and Nokia Smartphones woke India up once again over Diwali to #UniteFor#Love
AGENCY
Dentsu One Gurugram
CLIENT
HMD Global
BRAND
Nokia Smartphones
DETAILS
Confidential
CAMPAIGN
Milking Data for all it's Worth
AGENCY
Dentsu Aegis Network Singapore
CLIENT
Abbott
BRAND
Similar, Ensure, PediaSure
DETAILS
Drove at least 20 % increase in sales YOY, the 2nd highest for any Abbott market globally, by implementing results based on the first ever 3 dimensional econometric project, (decomp, diagnose, demonstrate) that measured and optimised marketing variables. The models’ 3 dimensional data sets were: 3 brands Similac, Ensure, Pedisure) x 3 broad marketing variables (trade marketing x sales efforts x ad exposure) x 3 controls (pricing x distribution x competition)
CAMPAIGN
The X Dance
AGENCY
McCann Worldgroup Hong Kong
CLIENT
VFC
BRAND
Lee X-Line
DETAILS
This is the story of how a new brand – Lee X-Line, a first-in-China sub-brand under Lee Jeans make a world of difference using 3 words:  “Least, Shortest, Biggest - Use the least amount of money, in a shortest span of time to create the biggest impact”.
  
We have to be brave to be simple, just one social media apps and one video, to drive new  Generation Z to TMall ecommerce. Remarkably, it worked! In fact, the results have driven exponential ROI beyond expectation.
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