Innovative Use of Media

The Shortlist
CAMPAIGN
Ariel - Share The Load
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focussing its attention on the cultural stain of gender inequality.
 
For years the brand had lead India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaigns, Ariel needed to respond to stay on top.

We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue.

Share the Load wasn’t just a new idea for the brand; it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. It challenged men to liberate women from the obligation of doing the laundry to show that women should be treated as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home.

Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes. 

The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity. Thanks to the resulting increase in brand relevance parameters and purchase intent, Ariel enjoyed a remarkable 60% value share increase.
CAMPAIGN
Cat Street View
AGENCY
I&S BBDO
CLIENT
Hiroshima Prefecture
BRAND
Onomichi-city
DETAILS
The number of visitors to Onomichi: Town located at the east of Hiroshima prefecture has stalled recently, despite a continuous increase in the number of visitors to the prefecture for 4 years.
 
Onomichi wanted to bring the number of visitors up again. And it has to be done within the limited budget. Decrease in visitors was caused because Onomichi is beautiful town but it did not have a thing that differentiates itself from other towns, while Hiroshima prefecture has two world heritage sites. …Actually, there was one thing that differentiates Onomichi from other towns: Street cats. People living in Onomichi had been having an issue with the increase number of street cats.  But instead of seeing this as problem, we turn it to be a new tourist attraction. 

The “Cat Street View”: The Digital map like google street view is the service that introduces Onomichi from the perspective of cats. Users can explore the town as if they become cat. It introduces Onomichi’s charm from cat’s eyes, through a narrow array or sometimes even from under a car. 

After the launch, it was broadcast by 409 media* outlets in Japan and abroad over a period of six months. This would have equated to an advertising cost of more than $8.0million**. As a result, the number of visitors to Onomichi rose 28%*** compared with the previous year.

*&**; PR company counted and estimated (VECTOR)
*** Data from Onomichi ropeway; “The number of tourists in representative spots and facilities” surveyed by Hiroshima prefecture (period ; 2015.9-2015.10)
CAMPAIGN
KFC - Beyond Number One
AGENCY
Mindshare
CLIENT
Yum!
BRAND
KFC
DETAILS
~ Confidential ~
CAMPAIGN
Lucy the Robot
AGENCY
Atomic 212∞ Group
CLIENT
Double Robotics
BRAND
Double telepresence robot
DETAILS
Global technology company, Double Robotics, wanted to launch into the Australian and broader Asian markets with its double telepresence robot. Awareness was extremely low, as was the budget. The company wanted to generate buzz around the brand, with a secondary objective of generating leads. 
 
Insight: Absolute relevance and entertainment drive fanaticism. So we set about finding a fanatical global event to leverage. 
 
We identified the launch of the iPhone 6s and developed an idea to add relevance and entertainment to those fixated on the event. We wanted to piggy-back on the event in a unique way that made consumers and the media welcome us, and our robot. To add a human element, we focused on Lucy, the girl behind the device.
 
‘Lucy the Robot’ was born – we placed the humanoid robot outside the George Street Apple store in Sydney to line up for the global release of the iPhone 6s.  The device waited in queue for two days, and was controlled remotely by Lucy, who added much needed personality. The campaign was driven by outreach, branded content marketing, search marketing and social media. We targeted both consumer and business media, as the campaign had both B2C and B2B components. A microsite was developed to funnel sales leads. 
 
Over a 48 hour period, the campaign was covered globally in over 4,000 news stories, and generated $44m in sales opportunities. The robot was first out the door of the Apple store, meaning the first iPhone 6s was bought by a robot. 
 
CAMPAIGN
Making Confidence Real for Men, Virtually
AGENCY
BBDO and Proximity
CLIENT
Procter & Gamble
BRAND
Gillette
RESULT
Credits to

BBDO and Proximity China
Sharon Ho / Client Service Director
Emily Ai / Account Manager
Awoo Lai / CCO
Nicole Ma / ECP
Santi Yan / Creative Director
Tree Wu / Art Director
Paper Li / Copywriter
Biloker Ji / Designer
Linda Bao / Producer
Hans LopezVito / Chief Strategy Officer

Mediacom China
Jake Joss / Planning Director
Vincent Pan / Planning Manager
Sophie Yi / Planner 

@comm
Jef Ji / Partner and VP
Windy Zhu / Account Director
Yommi Song / Consultant
Diamond Liu / Senior Account Execution
DETAILS
In China, most men shave using an electric razor.
 
To get them to use Gillette, we wanted to let Chinese men experience what it’s like to be confident and desirable to women. But, instead of merely showing them the experience, Gillette enabled them to live it - VIRTUALLY.
 
By launching China’s first ever virtual-reality mini-movie (which e-commerce shoppers can enjoy by buying a special pack of Gillette bundled with a pair of Google Cardboard VR goggles), we sold more Gillette shavers on-line than ever before on Single’s Day – China’s most popular e-commerce sales event (or any other day for that matter).
 
• During this event, Gillette sold 1,000 shavers per minute.* 
• In less than eight (8) hours, all Gillette special packs were sold-out on all e-commerce platforms.*
• In fact, we doubled sales vs. the same period last year (and grew almost 2x faster than all other products sold during Single’s Day).**
 
 
We achieved this by letting Chinese men experience the reality of shaving with Gillette, VIRTUALLY.
 
Source: *P&G, **Alibaba/Tmall
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters