Innovative Use of Media

The Shortlist
CAMPAIGN
Resesh Binaurally Viral Videos
AGENCY
I&S BBDO Inc.
CLIENT
Kao Corporation
BRAND
Resesh
DETAILS
The campaign aimed to increase share of Resesh by expanding the product user range in addition to housewives who are the main target of fabric freshener.
It implemented communication for two product types highlighting their features: “Pleasure Bouquet” with the scent of fresh flowers for young females and “Deodorant Power” for tough odors such as cigarette for males with one big idea, providing an opportunity of creating personal experience with each products’ unique fragrance by utilizing newest technology.
 
The TVCs promoted the product features using two contrasting setups: “in a flower shop filled with a pleasant aroma” and “in an elevator and a taxi where users may become conscious of their own smell.”
And most importantly, we developed the digital activity provided a virtual experience to feel the product features to young females and males who do not have a strong interest in fabric freshener. By providing contents utilizing “video and binaural recording” to be used with “smartphone and earphones” both of which are familiar devices for the target segments, capturing each target’s insight, gave an pleasant experience for the young female target and intimidated by sense of fear by seen through women point of view, the campaign succeeded to gain new target audiences as fabric freshener and expand Resesh share. 
CAMPAIGN
How the world met Graham
AGENCY
Clemenger BBDO
CLIENT
Transport Accident Commission (TAC) Victoria
BRAND
Road safety awareness
DETAILS
The Transport Accident Commission of Victoria, Australia wanted to start a conversation about our physical vulnerability to road trauma. Problem is, Victorians don’t want to talk about it.
 
We provoked them with ‘Graham’, a lifelike sculpture that shows how the human body would have to change to survive a car crash. As a meeting point of art, science and road safety, ‘Graham’ became an educational tool to learn about our vulnerabilities in person, online, and in the news.
 
‘Graham’ was an overnight success with his iconic form seen on news and diverse publishers across the world; helping prompt a global conversation about our vulnerability to road trauma.
He earned $25 million in media coverage and is a memorable road safety message for Victorians
CAMPAIGN
Visa The Chase
AGENCY
BBDO and Proximity China
CLIENT
Visa
BRAND
Credit Cards
DETAILS
Unlocking growth by using mobile to target the right consumer, at the right moment, in the right platform, coupled with the right offers.
 
By 2025, it is estimated there will be 220 million Chinese tourists traveling abroad (source: Goldman Sachs). Spending growth on VISA, however, was set to slow to only +4% in 2016 (significantly lagging behind its +37% growth in 2015) - due primarily to the dominance of Chinese-owned payment systems like China Union Pay & Alipay.
 
VISA reversed this downward trajectory by tapping into the power of mobile and location-based travel apps in influencing travellers’ spending behaviour in real time.
 
By deploying compelling mobile content which were delivered at crucial junctions along Chinese tourists’ travel journey, and seamlessly integrating these with unique merchant offers which travellers can use via the same mobile devices, the brand grew 8x FASTER in travel locations which were part of the campaign, and 4x FASTER overall than all the Chinese payment systems combined.
CAMPAIGN
The Levi's® Campaign That Levi's® Didn't Create
AGENCY
OMD China
CLIENT
OMD China
BRAND
Levi's brand
DETAILS
Levi’s® has always been about its “original” and “cool” image, but Chinese Millennials believed the brand was unrelated to them. This was the problem faced by Levi’s in China. Entering the China market more than 5 years after rival Lee, Levi’s had lost leadership to Lee in lower tier cities, struggling to entice the younger generations in these key growth areas.
 
In 2016, Levi’s® launched its global campaign “We Are Original”. Whilst the product offering was similar to previous campaigns, facing a huge brand perception problem amongst Chinese targets, we had to do something different or risk losing to Lee.
 
We needed to establish true brand recognition amongst China’s younger generation. This made our key aim: connect with and engage China’s younger generation in order to increase sales, particularly in lower tier cities.
CAMPAIGN
Dads #ShareTheLoad
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
Sequels are notoriously difficult; be it movies or brand campaigns. They fail when the original premise is rehashed without building the overall narrative.
 
In 2015, Ariel brought the issue of gender inequality into public consciousness with a provocative question “Is laundry only a woman’s job?” The #ShareTheLoad campaign generated immense positive attention for the brand, growing Ariel Matic’s sales by 62%.
 
In the 2016 sequel (the focus of this case): ‘Dads #ShareTheLoad’ exposed how the burden of housework on women is passed down generations; taking audiences further into the heart of the issue of gender inequality to start solving the problem.
 
Provocative content, supported by unexplored media (calendars, childrens’ comic-books and packaging) inspired over 2 million men to share the load of laundry. The campaign smashed all previous engagement norms leading to an 80% increase in sales of Ariel Matic Vs. 2015’s 62%.
CAMPAIGN
Outshout or Outsmart?
AGENCY
Mindshare India
CLIENT
Hindustan Unilever
BRAND
Consumer Durable- Water Purifier
DETAILS
Many parts of India receive water that is highly contaminated with exceeding TDS (impurities) levels. Growing awareness on this issue has resulted in an increase in competitive brands. In this scenario, sales of Pureit, with its limited marketing budgets and premium pricing, were stagnating.

Our objective was to make consumers view Pureit as a brand with better technology/high safety standards and generate leads

Our strategy:  
1.    Understand the leading competitor’s media strategy: Most of their budgets was spent on television and within that 50% on cricket
2.    Understand prevailing consumer trends: ‘Multi-screen (television + Mobile) content consumption was very high during cricket matches. Consumers tend to regularly post updates while watching live matches.

Therefore, during the ‘Indian Premier League’, when an ad from the leading competitor was aired, a PUREIT ad was served to the consumers on their mobile phone. ‘Cross Device Fingerprinting Technology’ was used to detect and match live television content to a Viewer, and programmatically chase this Viewer across mobile devices.

To explain the Pureit differentiation, a mix of both banner and video ads were considered. To generate leads, a call-in number was specifically mentioned to make it easier to facilitate registrations for the home demo visit
 
CAMPAIGN
Unitec Takes The Classroom To The People
AGENCY
Republik
CLIENT
Unitec New Zealand
BRAND
Unitec New Zealand, Public Awareness
DETAILS
The technology revolution is here. To survive businesses are adapting faster than ever.
 
Unlike Universities, Unitec’s hands-on learning approach provides relevant courses and adaptive thinking skills that meet the urgent demands of business today.
 
The problem was that many people saw Unitec as inferior to University.
 
The result had been a steady decline in enrolments.
 
Following the successful launch of their new brand proposition ‘Think. Do. Unitec.’ in 2015, the objective for the next stage was to build on launch momentum and increase enrolments.
 
As an evolution of ‘Think.Do’, the ‘Looks Like A Classroom To Us’ launch in 2016 challenged outdated perceptions by showcasing Unitec’s progressive learning environments using innovative technology.
 
 
 
 
 
Our strategy put 360 video at the campaign’s heart because:
 
  1. Its immersive capabilities enabled people to experience Unitec’s learning approach first-hand.
 
  1. Using emerging technology demonstrated that Unitec is progressive and at the forefront of technology and learning trends.
 
  1. No one else in the tertiary sector was using 360-video technology.
 
Leading the media approach with innovative technology, the ‘Looks Like A Classroom To Us’ campaign not only shifted market perceptions, but also increased enrolment applications for 2017.   
CAMPAIGN
The Boys
AGENCY
Clemenger BBDO
CLIENT
Bonds
BRAND
Men's Underwear
DETAILS
Australian blokes don’t care about their undies, let alone talk about them. And once the safe choice, BONDS, came under private label attack with a price gap you could not ignore. BONDS had to find a way to get undies back into collective guy’s agenda. But instead of trying to convince men their undies were better, they spoke to them about something they care about – their balls.
The rest is history. And an unlikely pair of ‘talking testicles’ were on the nations lips.
CAMPAIGN
South Africans found their Adam on Valentines
AGENCY
Carat Singapore
CLIENT
General Motors
BRAND
Opel Adam
DETAILS
We faced a big challenge with the Opel Adam.  It’s a strong product but the Opel brand is weak in South Africa and the competition in the luxury super mini category is tough: MINI & Fiat 500. 
 
Buying a car like this is an emotional decision so we needed to make young South African women get all emotional about Adam in a place where they already spent a lot of time, where brands were not yet present and where the emotion of desire is at the forefront - dating media.
 
Adam was launched onto the dating scene, anthropomorphising the car into a new German guy on the dating scene in South Africa, looking for love.  We put him on Tinder and sent him to Valentine’s Day speed dating events.

South Africans fell in love with Adam that Valentines, resulting in its best ever sales month outselling BMW's MINI and the FIAT 500 for the first time during the campaign period.
 
 
CAMPAIGN
Netflix: The Crown
AGENCY
Havas
CLIENT
Netflix
BRAND
The Crown (TV series)
DETAILS
Inspired by true events surrounding the life of Queen Elizabeth II, The Crown is a Netflix original series, boasting one of the brand’s biggest productions at the time of its launch.
 
Neflix set out to promote The Crown with the aim of reaching the following objectives:
 
1.    Create demand/interest for The Crown
2.    Ignite conversations surrounding the Queen and the series
3.    Roll-out a newsworthy campaign
 
Considering the Queen is the most recognisable face on earth and Netflix being one of the most
popular online streaming platform, this should be a walk in the park, right?
 
Not really, considering not many Singaporeans actually know about the Queen or saw the need for Netflix when they had other choices streaming their favourite regional dramas. The challenge then was to turn the perception of the Queen from distant royalty to familiar woman – making it a locally relevant, high-quality show that only Netflix can provide.
CAMPAIGN
Maybelline Proves E-Commerce and Livestreaming Were Made For Each Other
AGENCY
Mindshare
CLIENT
L'Oreal
BRAND
Beauty
DETAILS
How can Maybelline make product launch relevant to young Chinese women?
In China, Maybelline is fighting a battle for post-90’s women with countless competitors – both international and local.
And while their usual product launches were great at getting attention, they rarely translated directly to sales nationally.
To address this we had to overcome two main problems.
First, launch events typically happen before the product itself is available for purchase, significantly limiting the connection for consumers.
Second, most celebrity launches are a local event with limited results but as the category leader, Maybelline needed the launch to reach women across all of China.
 
Making a lonely generation feel connected
Post 90’s are lonely. The first quintessential “I” generation in China, most of them grew up as the only kid in their family, and long for staying connected.
Maybelline had to provide a riveting ‘immediate’ experience to spark interest in the launch.
Enter livestreaming. 
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CAMPAIGN
Be a Family Person
AGENCY
BBDO Taiwan
CLIENT
BenQ
BRAND
Home Projector
DETAILS
Most Taiwanese small families do not consider home projectors essential household items. Our challenge was to turn it into one.
Our insight was that many modern Taiwanese couples experience various marital problems originating from the homemaker/breadwinner dichotomy. We identified three main marital issues and addressed them through three corresponding short films. In the films, BenQ home projector took the role of a “fixer,” an essential item bringing life back into the relationship.
The campaign struck a chord: it turned a -67% sales decline into a 205% growth (source: BenQ Campaign Result Review, 2016).  
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