Financial Services, Commercial Public Services, Business Products & Services

The Shortlist
CAMPAIGN
A Golden Opportunity
AGENCY
Republik
CLIENT
Fuji Xerox
BRAND
Colour 1000i Digital Printing press
DETAILS
Launched in February 2015, the Colour 1000i was developed for top-tier commercial print houses, and offered a whole new array of affordable digital design options for their clients. 
 
The big news, though, was this digital printing press can print metallic silver or gold as a fifth colour.
Which may not seem like a big deal to most people, but was a massive breakthrough in the industry. It would half the turn-around times for jobs that were usually only possible by using traditional offset printing methods.

Printing spot gold or silver is also a “nice to have” for our audience but not essential, so we had to deliver a compelling campaign to get them to consider purchase.

Our biggest hurdle however, was that some of our audience had invested in the Colour 1000 (an identical looking machine) only a few years earlier at considerable expense. We had to highlight the incredible advantages of this new fifth-colour station in our new machine.

We created an integrated campaign that would not only demonstrate the new Colour 1000i’s gold and silver capabilities, but tell the story of an incredible opportunity. Rather than just communicate to our audience there was a new device capable of printing metallics, we created an offer that was almost too good to be true.

We called it: A Golden Opportunity.

The highly entertaining campaign immersed our audience in a quirky story of a Nigerian ‘entrepreneur’, Solomon Fujigwe (pronounced Foo-jig-wee, he hates it when you get it wrong). He was looking for ‘investors’ to help develop the liquid gold and silver bubbling up from the ground on his farm.

He’d spent years sending random emails asking for help, and as luck would have it, Fuji Xerox received one of them. And a mutually beneficial partnership was born. He had gold and silver to offer, we had a gold and silver printing press to sell.
Solomon wanted to hold an event for potential ‘investors’, so we worked with Solomon to create an invite.

This DM piece featured real gold and silver samples from his village, an invite to the event, but most importantly, a sample book that showed off the Colour 1000i’s gold and silver printing capability.

The two new metallic colours were the hero in an elaborate sample book made up of multiple paper stocks, an outrageous amount of gold and silver ink, and most importantly, showcased the gold and silver story of Solomon and his village.
This sample book was the most important part of the campaign, because it demonstrated the printing capabilities to the people who mattered most, and the end result was extremely impressive.

At the event, guests were welcomed by Solomon and Nigerian drummers, enjoyed themed refreshments including a specially made Nigerian golden larger. A sand-artist then told the story of how Solomon and Fuji Xerox got together to create the event.
Of course we had the Colour 1000i at the event, so suppliers and printers could see it in action, ask questions, and most importantly, place orders.
CAMPAIGN
DBS Eminent Card - "Friendly Rivalry"
AGENCY
McCann & Spencer
CLIENT
DBS Bank
BRAND
DBS Bank Hong Kong
DETAILS
Agency combined the limited budgets of two products to become a fully integrated campaign.  A creative storyline of the “Friendly Rivalry” between two celebrity endorsers and their camps of fans was employed to showcase applications of product features of DBS Eminent Credit Card and DBS eMarket platform.  The campaign resulted in 238% growth in online applications and 298%  growth in online usage (account in force), and for the first time DBS’s awareness on online shopping surpassed the market’s long-term giant dominator HSBC to become number one in the market.
CAMPAIGN
Destiny or sum of actions? Where does Life Insurance find a role
AGENCY
Taproot Dentsu
CLIENT
Birla Sun Life Insurance
BRAND
Birla Sun Life Insurance
DETAILS
Despite the efforts of many, only the few were taking up Life insurance in India. Birla Sun Life was feeling the pain of customer dissonance with all parameters at a historical low. India was in flux and battling with accepting its destiny or pushing their actions to create one (Bhagya vs Karma). 

To confound matters the category was choosing to push bleak messages about being helpless in the face of destiny, and therefore plugging the need to buy insurance. Helplessness and “fate were becoming a core narrative. BSLI stepped forward and chose to rework the theme of the nation with an empowering message - “you cant stop destiny but destiny cannot stop you either”.  The charge to “be your own strength” took the brand to never seen before heights (brand scores) and got millions of people talking about life insurance as a step towards guiding their destiny leading to premiums taken and value of the same skyrocketing  
CAMPAIGN
Dining - #WhatsOnYourPlate
AGENCY
MEC Global
CLIENT
Citibank
BRAND
Citi Cards
DETAILS
This is a story of how a bank brand overcame the challenge of being just a transaction enabler to a social co-conspirer in the life of a foodie.
 
Dining out in India is coming of age with food interactions becoming an active participant in our social lives. Food related search on mobile has gone up by 100% and CAGR of 24%(FICCI, 2015), popularity of food channels, reality shows like MasterChef, apps like Zomato, food blogs, food related FB posts and gourmet Instagram accounts reflect the surge of the foodie wave.
 
For Citi cards, dining is a critical pillar of growth as it contributes to 10% of the total transactions. Active dining users also tend to spend and transact more often than other card users (Citibank Source). Therefore banks have always strived to offer discounts at partner restaurants to increase usage. While these could have worked in the past, today with innumerable restaurant options, undistinguishable offers and clichéd communication, discounts can rarely drive dining decisions. 
 
In order to transform the seemingly passive, transactional relationship into a more social and meaningful one, we picked cues from the culturally changing idea of food, dining and social image. With social media acting as personal brand pages for people, food conversations become an extension of one’s personality revealing – where one eats, travels, what one reads, with whom one hangs out etc. Building on this insight Citibank launched a provocative 360 degree mobile led campaign - #WhatsOnYourPlate .
 
Making over 100MM impressions, 43% increase in daily transactions volume and 29% increase in daily spends – Citi India cards preference jumped to the highest ever score of 70 to join the league of best preference globally- Not just a campaign but a headline maker.
 
CAMPAIGN
Fast internet is a force for good
AGENCY
Ogilvy & Mather
CLIENT
Vodafone
BRAND
Vodafone
DETAILS
In 2015, Vodafone India lost leadership in the 3G services category. To win back leadership, Vodafone built the fastest 3G network in the country. This was launched with the Speed is good campaign at the 2015 IPL that demonstrated how fast internet could be a force for good. The campaign helped Vodafone regain its 3G leadership by increasing its 3G market share and adding the maximum number of 3G subscribers during the campaign period. 
CAMPAIGN
Maxis Screen Savour
AGENCY
APD
CLIENT
Maxis
BRAND
Maxis
DETAILS
Maxis was facing unprecedented challenges in 2015, with the loss of subscriber base and having to deal with the potential impact of the Goods & Sales Tax (GST) in Malaysia. It was also in Maxis’ agenda to launch the new online store in 2015, albeit without great support from our dealer network.
 
Our objectives were to minimize the sales impact of GST and gain traction on the new online store. We took the opportunity to run a launch campaign for the new online store on the back of a prank, considering:
• firstly, the launch date coincided with April Fools’ Day; 
• secondly, it was an opportunity to position our brand as innovative, and one that focused on delivering customer-first experience

By leveraging on the increasingly popular food trend in Malaysia, we came up with a product idea called the ‘Maxis Screen Savour’. It was a screen protector that allowed Malaysians to taste any food picture directly on their mobile screen by licking it. The product was only available exclusively on Maxis’ new online store.

And this was an April Fools prank.

We launch a product video to introduce the ‘Maxis Screen Savour’, with a call-to-action that led viewers to a page on the new Maxis online store, which outlined the benefits of ordering the ‘Maxis Screen Savour’ online. It also asked for viewers’ email addresses, for them to stand a chance to receive this new invention for free with a phone purchase.

After April 1st, participants were told the truth behind the ‘Maxis Screen Savour’, explaining that it was an April Fools prank. Those who registered interest were also emailed the truth, together with a prize and a promotional code to purchase a phone and a new line on the new Maxis online store. 

Our launch video went viral, with positive sentiments received from fans and customers. The video generated high number of organic shares and receiving impressive global exposure, with 1.5 million views from 125 different countries and coverage from >20 publications in more than 7 countries across APAC and Europe, including the Telegraph.co.uk. 

We also managed to deliver our objectives, minimizing the MOM online sales impact to -8.8%, which was lower than client’s threshold of -10%. This was also a much lower figure as compared to the sales impact on the wider Malaysian market.
CAMPAIGN
NAB Velocity
AGENCY
Clemenger BBDO Melbourne
CLIENT
National Australia Bank
BRAND
Home Lending
DETAILS
A lot changed in the Australian home lending market in 2015. Housing prices rose to pre-Global Financial Crisis heights. The Australian Prudential Regulation Authority (APRA) forced lenders to put the clamps on property investors, and the market made a clear shift in focus toward the acquisition and retention of owner-occupier customers.
Given the strength of the property market over the last two years with home prices rising on average by 11.4% (up from an annual rise of 9.23%) , owner occupiers have found it particularly tough to buy their first (or next) home. NAB understood people make significant sacrifices to buy the house of their dreams, which often meant sacrificing luxuries like their ideal holiday, and wanted to do address this directly.
 
While much of the home loan market was moving more aggressively toward traditional price-led strategies resulting in lowest rate claims, NAB wanted to differentiate itself from the pack, and deliver something of real value that appealed to the aspirational mindset of owner-occupiers.
 
Through a fully integrated campaign, ‘Have a nice day’ launched with an offer of 250,000 Velocity Frequent Flyer points to new and existing owner-occupied customers who took out a new NAB home loan, and also made NAB their main bank. For context, 250,000 Velocity Frequent Flyer Points is enough for two people to fly return to New York or London, or for a family of four to fly to Bali.
 
Launching on September 21, the campaign was extended three times due to its success. During this period ‘Have a nice day’ delivered an uplift of 21% above NAB’s baseline of home loan applications (compared to the equivalent 2014 campaign that saw a percentage uplift of only 10% above baseline) and delivered an ROI of 275%. 
CAMPAIGN
Power to migrants
AGENCY
Ogilvy & Mather
CLIENT
Vodafone m-pesa
BRAND
Vodafone m-pesa
DETAILS
In 2014, Vodafone launched a mobile money transfer solution called M-Pesa, targeting the vast unbanked migrant population of India. After a promising quarter post the launch, M-Pesa’s KPIs began to plummet. In 2015, changing our positioning to ‘empowering migrants to remit money conveniently’ helped us increase relevance and make consumers shift from conventional forms of money transfer and banks. Not only did we arrest the dip, but our revenue increased by 80% within 2 quarters.
CAMPAIGN
Real Claims
AGENCY
Colenso BBDO
CLIENT
Insurance Australia Group
BRAND
AMI
DETAILS
This is a story about love and trust; or at least the lack of it and AMI’s quest to gain it back. 
 
We did this by showing Kiwi’s that AMI is the Human Insurance Company, made up of real people who genuinely understand the real people whom they serve.

We made more people consider us, get in touch with us, and as a result 38% more people insure with us. 
And in doing so, we’ve started on a journey to win back the hearts, minds and trust of New Zealanders.
CAMPAIGN
Uncle Sim's So Simple Tips
AGENCY
BBDO
CLIENT
Visa
BRAND
Visa
DETAILS
Visa payWave is a contactless payment method that allows Visa cardholders to “wave and go” on transactions less than $100. By taking away the need for signatures on these smaller transactions, Visa managed to gain entry to a new tier of spending – the world of transactions that are less than $50 in value.
 
Based on research that was conducted by Visa on the payments landscape in Singapore, card payments account for nearly half of payment volume in Singapore. But with a deep-dive into the tier of small transactions less than $50 in value, the picture changes significantly. Here, cash still takes up majority of transactions, peaking at 62% of transactions between $11 and $20. 
 
 (Source: Visa Consumer Payment Landscape Singapore, 2015)
 
We know that respondents from research were able to easily articulate the benefits of using Visa payWave; everyone recognised that it was a modern and faster mode of payment because that was how the brand had positioned it (Source: Visa payWave Regional Debrief, 2013). And yet, they were still defaulting to the use of cash for their small transactions because they saw it as a familiar and practical form of payment for their everyday lives.
 
To get people to switch from cash to Visa payWave, we had to reframe our communications so it puts the benefits of Visa payWave in the context of Singaporeans’ fundamental attitudes towards cash. We had to challenge their perceptions of cash and present Visa payWave as the better alternative. 
 
The Challenge: How can Visa convince Singaporeans to switch from cash to Visa payWave by addressing the problem from the context of their fundamental values and attitudes towards cash?
 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters