EFS05. Small Budget Marketing Campaign

The Shortlist
CAMPAIGN
Belo Essentials "Flawless for All"
AGENCY
NuWorks Interactive Labs, Inc.
CLIENT
Belo Essentials
BRAND
Belo BB Body Cream
DETAILS
Local beauty brand Belo Essentials was introducing an unheard-of cosmetic product: a spray-on BB cream that conceals blemishes on arms and legs. 
 
Belo BB Spray was launched with “Flawless for All,” a campaign that did what no other brand ever dared to do — speak directly to the LGBT. It was led by a dance tutorial that showed off the best way to apply the product — on a gay man.
 
Not only did the brand discover an outspoken community, it drew people out of hiding, who raved about the product and spread its message, hitting record high in engagement and e-commerce sales — with zero above-the-line support.
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
Inconvenience Stores – Turning an everyday errand, into another reason to ride.
AGENCY
CHE Proximity Australia
CLIENT
Swann Insurance
BRAND
Swann Insurance
DETAILS
In the era of customer centricity and ease, the last thing you would expect from an insurance brand would be to make things inconvenient for their customers…
 
But that’s what Swann Insurance did to disrupt the category and deliver profitable market share. 
 
By creating ‘Inconvenient Stores’ in the middle of nowhere yet at the end of some of Australia’s most epic rides, Swann Insurance gave riders a ‘reason to ride’ and demonstrated to motorcyclists that they understood them and their need to feel free on the open road. 
 
By flipping the notion of convenience in a way our customer’s understood; Swann Insurance drove a 52.2% increase in revenue within a flat market with a profit ROI of 453%.
CAMPAIGN
Lay’s Season Limited Sweet Potato Chip Engagement Campaign
AGENCY
Wunderman Taiwan
CLIENT
Pepsi Co.
BRAND
Lay's
DETAILS
When thousands of the players struggled to sustain their share in the snack market, Lay’s engaged with the Taiwanese women by launching the sweet flavour potato chips from 2016 onwards.  In 2017, we took the challenge to leverage the trend of girls sharing selfies with food to create a free advertising platform.  
 
In 13 days Lay’s owned more than 80% of Taiwanese #instafood pages earning extra media value of USD100,000.  The daily sales were 3 times higher than 2016, and the stock planned for one and a half months sold out within 2 weeks.  Snack is not just a snack, it has become a “MUST HAVE” seasonal fashion icon.
CAMPAIGN
LEGO For Innovative Girls
AGENCY
Wunderman Hong Kong
CLIENT
LEGO®
BRAND
LEGO® Friends
DETAILS
Even in modern Hong Kong, gender attitudes run deep, and toys like Lego are seen as boys toys, while dolls are for girls. In fact, 85%* of all Lego toys sold are purchased for sons.
We want to change this attitude of our targeted consumers and break the stereotype that Lego is only for boys, to encourage more girls to enjoy imaginative play.
 
We leveraged the brand’s legacy and local perspectives to show how Lego Friends can bring out creativity in girls. Inspired by play, they came up with many imaginative solutions for local social issues and demonstrated that gender preconceptions should not hold girls back from following their dreams.   
 
Utilizing video content to inspire the HK parents of girls’ imaginative play, and change their attitude to LEGO, the campaign also recruited consumers via social media communications, to participate and engage in multi-brand activities.
CAMPAIGN
Let’s make viral products instead!
AGENCY
The Womb Mumbai
CLIENT
RP-Sanjiv Goenka Group
BRAND
Saregama Carvaan
DETAILS
Saregama, India’s oldest music company, with more than a 100,000 songs in its bank, had stopped investing in new content for the last couple of decades. And, as a result of the nation’s population growing younger, their growth from old assets had flattened out. 
Our client’s brief to us – “Help us make money from our old assets in a young country”
Typical communications agency solution – A ‘campaign’. Possibly a memorable campaign. 
 
Our solution – A mainstream, no-gimmicks product - that went viral on its own
 
We conceptualized ‘Carvaan’, a product, that has soon become India’s latest cultural phenomenon. It has not just reversed our client’s business stagnancy but has also catapulted their stock price by 233.42% within just 8 months of launch. 
CAMPAIGN
Lipton "MONDAY is FUNDAY"
AGENCY
Mindshare Vietnam
CLIENT
Sumtory Pepsi
BRAND
Lipton
DETAILS
Lipton Ice Black Tea has been an insignificant brand with minimal marketing budget within a highly competitive Ready to Drink Tea category thus facing low awareness and lack of the core proposition and brand differentiation. 
After years of being neglected, it was the first time Lipton came with a strong product propositioning of “No.1 Western black tea brand and natural fruit flavor which refresh body and mind”, meaningful brand mission “PositiviTea”. Supported with a thoughtful consumer understanding of the “stressful Monday” was born the Unique approach – make the “stressful Monday” become “Funday”. Thus, was born the “Lipton Monday is Funday” campaign that marked the return of Lipton. We had a strong media strategy – to own key youth media touchpoints (mobile, social, video, and influencer marketing). 
 
Given the limited budget, we decided to be active only from 3pm Sunday – Monday each week across digital platforms, including social, video, content partnership, and influencer marketing – driven by mobile.
Besides, to make our campaign even more popular, we partnered with the leading local youth entertainment and news channels with strong social content distribution, including YAN, YEAH 1 & KENH14.
 
Total sales volume during campaign period (May-July 2017) increased 3.5X vs. last year, which is 1.76X higher than KPI 
CAMPAIGN
The Blind Faith Upgrade
AGENCY
Isobar Gurgoan
CLIENT
Ramada Ajmer
BRAND
Hotel Ramada Ajmer
DETAILS
Globally, the ratio of disabled-friendly hotel rooms to total number of hotel rooms is 1:50, while in India, the ratio is 1:250 (Director, National Centre for Promotion of Employment for Disabled People). The ratio gets more alarming for the visually-impaired in India – the nation that is home to world’s second largest vision-impaired population. 
 
Every year, during the Urs Mubarak festival in Ajmer, thousands of visually-impaired pilgrims visit the holy shrine Ajmer Shareef, in the hope that they would be blessed with sight. Despite the accommodation discomfort that follows, these patrons return every year with an unwavering faith.
 
Situated in proximity of the shrine, Hotel Ramada, Ajmer sensed this gap in the industry structure and created a one-of-a-kind solution – the Blind Faith Upgrade for its vision-impaired guests. The Upgrade comes as an easy-to-assemble kit that can transform any room of any hotel at any place into a visually-impaired friendly room.
 
Comprising of Reusable tactile-paving tiles, Braille literature with an audio assist pen, and Braille labels, the upgrade enables a convenient stay for the vision-impaired, while encouraging self-dependency. Designed within $1500, the Upgrade created a readily-available solution for Hotel Ramada to ensure a comfortable stay for a visually-impaired guest and establish themselves as a customer-first brand. Moreover, as the Upgrade required no infrastructural changes at the property, it not only ensured minimal execution cost, but also made it adaptable to any hotel room of Ramada, anywhere.
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