Innovative Use of Media

The Shortlist
CAMPAIGN
BANDAID - Heal with Love
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
Shanghai Johnson & Johnson Pharmaceuticals
BRAND
BandAid
DETAILS
To hundreds of millions of Chinese mums who buy medicated strips for their families, all brands are the same – they look the same, feel the same, and seem to do more or less the same thing.
 
It is no wonder that Band-Aid, the 25-year old pioneer brand in China, has lost its dominant position in the market: its share of the category dropped to only 36% in 2013, and declined even further to only 18% by the first half of 2014 (source: IMS).
 
To revitalize the brand, we had to find a way to more clearly distinguish Band-Aid from the rest of the pack.
 
Armed with the unique insight that a medicated strip alone cannot stop a child from crying after getting a wound without mum’s loving touch, we changed the way we portrayed Band-Aid – from being just another small piece of medicated adhesive paper, to being a physical canvas on which moms can imprint their healing love.
 
At the centre of our “Heal with Love” campaign was a digital platform which enabled mums to customize a Band-Aid strip with their own expressions of love. This transformed our strips into a medium for mums to share their healing stories.
 
This unique portrayal of what a medicated strip is propelled “Band-Aid” to become the top-branded content on Sina Weibo (China’s version of Twitter). Key word search for “Band-Aid邦廸” also increased more than 52-fold.
 
More importantly, it helped grow Band-Aid sales by 9% - reversing years’ of continuous declines. 
CAMPAIGN
Making Kan Khajura Tesan a Habit
AGENCY
Lowe Lintas + Partners, India
CLIENT
Hindustan Unilever Limited
BRAND
Kan Khajura Tesan
DETAILS
The overall objective for Unilever, was to educate consumers who lived in media dark geographies about their brands. With no electricity for 8-10 hours every day, this couldn’t be done using traditional media like TV and Radio. Kan Khajura Station was an answer to address this problem.
 
By transforming their rudimentary mobile phones, we were able to give them something they didn’t have- THE KAN KHAJURA STATION- A 15 minute free, on-demand, entertainment channel that worked with just a missed call.
 
To popularize it, we also tied up with some of the popular upcoming Bollywood movies. For a country that craves for entertainment, providing the same entertainment on Kan Khajura Tesan to the masses even before the movie releases on big screen was a big draw. Besides Bollywood, we also have some RJ speak and radio Properties/series that keep listeners coming back for more week on week every week.
CAMPAIGN
The Namesake
AGENCY
Mindshare
CLIENT
Hindustan Unilever
BRAND
Dove
DETAILS
Against the backdrop of India’s hotly contested election and in declining sales for Unilever’s marquee shampoo, Dove saw such second thoughts as an opportunity to win back the hearts of Indian women, encouraging them to play with their hair and let Dove take care of the damage. 
 
The GoPlay campaign launched in an intimate collaboration with the country’s two largest newspapers, six radio stations and Twitter each day. For 10 straight days, Dove announced a new name selected from the list of India’s most popular women’s names. Anyone with that name could then register for a chance to win vouchers worth up to US$40 from a reputed hair salon – a perfect opportunity to play with their hair. 
 
The “name of the day” was announced on the masthead of the Times of India and on a 2-inch extension of The Hindustan Times. Popular radio DJs mentioned the name throughout the day, advising listeners to notify their friends if they qualify. Twitter further fuelled the buzz with interesting factoids and contests surrounding the “name of the day”. During the month when Indian women were scouring their daily news sources for election updates, the GoPlay campaign offered a light-hearted moment of escape, all at 25% lower cost-per-reach. 
 
The results? Over the 10-day namesake campaign, 94,000 women secured complimentary Dove hair spa experiences while Dove sales instantly rose 5%. Spontaneous awareness jumped 900 points with the message “repairs hair damage” rising from 38 to 60. On social media, Dove’s Twitter followers doubled and saw an additional 380,000 followers on Facebook. Overall the campaign reached an astounding ‘1 in 3 women’ across India’s two largest cities. By speaking to women on a first name basis, Dove managed to invite an entire nation to come out and play.
 
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