EFP09. Financial, Commercial, Business Products & Services

The Shortlist
CAMPAIGN
First Touch
AGENCY
Havas Singapore
CLIENT
Tokio Marine Life Insurance
BRAND
Tokio Marine Life Insurance
DETAILS
In the crowded insurance category in Singapore, Tokio Marine is a smaller player, competing in a space where ‘protection’ insurance is largely perceived as a functional purchase. Our task was to position Tokio Marine’s protection range in a different light. So we decided to showcase protection as something that is motivated by emotions. 
 
For parents especially, buying insurance is more than just a practical question. It touches on something much deeper: the instinct to protect. And when is this instinct at its strongest? When a new parent holds their child for the very first time. 
 
It’s at this moment that a parent realises how fragile this little human is – and how as a mother or father, their most fundamental mission in life is to simply protect them. 
 
Our idea: First Touch. 
 
We chose to shine a light on this very special moment, in as authentic a way as possible. We didn’t use actors; we didn’t even have a script. Instead, we followed two real-life couples on their journey to parenthood, experiencing their emotions first hand, and living vicariously through them. 
 
Our 4-min documentary film launched the campaign, complemented by digital out-of-home. Then in social media, we developed a series of content pieces to build online engagement, while sparking heartfelt conversations around the concept of protection. 
 
The campaign saw a huge growth in new user traffic to Tokio Marine’s website, and a significant increase in Facebook fans and social interactions. As well as a marked improvement in brand perception, most importantly we achieved a remarkable 126% jump in protection product sales by the end of the campaign. 
CAMPAIGN
American Express Explore The Platinum - Card Member Acquisition
AGENCY
Mindshare Hong Kong
CLIENT
American Express
BRAND
American Express The Platinum Card
DETAILS
If you ask people how many Credit Card they have in their wallet, you are very likely to get an answer of 5-6 as the norm in Hong Kong. In 2017, there were more than 30 new cards launched in the market strive for acquiring new members. The winning formula was simple: Give away attractive “Welcome Offer”, from free Asiamiles to gadgets and a traveling suitcase, nevertheless the annual fee waiver as well to get customers on board. From a consumer perspective, credit card even those named as “Platinum Card” in the market was just a simple payment service people always and expected to get it for free. 
 
However, we knew there was a gap for business executive and elite who were not only looking for price and deal but about quality services and exclusivity. Being one of the market pioneer, American Express challenged this market norm of freebies and fee waiver: We launched American Express The Platinum Card®, a premium card services which members were used to recruit by invitation only, become accessible to these precisely defined target segment with NO fee waiver, but charge US$ 1,000 for membership in exchange of incomparable experience.
 
We achieved our business goal of acquiring new members by inspiring our target audience and invite them to join this exclusive community and “Explore Platinum Lifestyle” together. The precisely-planned marketing strategy consisted of art and science successfully articulated the Platinum Lifestyle and triggered our audience desire deep within. In the first 3 months of the launch campaign, we achieved a record breaking number of new acquisition and doubled up the membership , half of them was directly tracked and attributed by digital media placement.
CAMPAIGN
Unitec In Action: Our Students Became Our Ad Agency
AGENCY
Republik New Zealand
CLIENT
Unitec
BRAND
Unitec Enrolments Campaign 2017-2018
DETAILS
After years of declining enrolments, the launch of Unitec’s new brand positioning ‘Think.Do’ in 2015 created a ripple effect that went far beyond business results. ‘Think.Do’ encapsulated Unitec’s differentiated approach to learning, involving valuable experience in real-world environments; access to and teaching by industry professionals; the ultimate combination of theory (Think) and real world experience (Do). The outcomes for students: higher competence, confidence, value and employability.
 
Straight away KPIs were exceeded, including enrolments, with even greater success enjoyed in the years that followed.
 
For 2017, the biggest challenge was to continue the success and beat previous achievements, while facing ongoing category challenges.
 
The ‘Think.Do’ campaign was conceived as a three-phase, multi-year strategy. The overarching aim was differentiation. In the first phase we challenged people to look at Unitec differently, then we created a cultural evolution where we changed tack to keep our competition guessing. Ultimately, from a position of greater strength, we would then be able to do something quite radical that would prove Unitec’s discernible difference.
Unitec set out to prove the unmatched value of ‘Think.Do’ as an educational approach by doing the unthinkable. The institute would hand over responsibility for phase three of the campaign to the students themselves, with the results demonstrating ‘Unitec in Action’.
 
The result was a standout campaign that not only achieved or exceeded all its metrics; it incontrovertibly demonstrated the validity and value of Unitec’s approach to learning. 
 
Students pitched their ideas to Unitec’s marketing team and ad agency. The four students behind the winning idea then brought it to life alongside real industry experts, demonstrating the true power of ‘Think.Do’ in action. 
 
The winning concept literally took ‘Think.Do’ to the people, over the key summer consideration period when many potential students are hard to reach. The students decided to create a range of delicious craft sodas, dispensed at key outdoor events frequented by the target audiences across Auckland. The entire process was documented in video and shared online as their journey progressed. This made ‘Think.Do’ real and tangible for our audiences with the students gaining experience across a variety of areas including Food Science, Product Design, Graphic Design, Marketing, Advertising and Event Management. 
 
The end results were remarkable, not only exceeding the KPIs but also achieving deep engagement. The credibility of ‘Think.Do’ was tested and proven for real, with people seeing and tasting the results for themselves.
CAMPAIGN
We don't take you for granted.
AGENCY
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CLIENT
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BRAND
Taiwan Star Telecom Co.,
DETAILS
In Taiwan, 95% of new subscriptions go to the 4 incumbents providing only standard packages and services, and had no intention to change. In August 2014, T Star debut our 4G service, and as a new entrant, our strategy is to overturn the rules set forth, and challenge the incumbents that they are taking customers for granted. We roll-out a series of marketing campaigns to deliver our proposition. By 2017, we achieve 42% YoY growth in customer and 21% growth in revenue, and we also overtake the 4th position in the market.
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