Innovative Use of Media

The Shortlist
CAMPAIGN
The Smart Phone Line
AGENCY
Colenso BBDO New Zealand
CLIENT
Samsung Electronics
BRAND
Galaxy S4
DETAILS
CAMPAIGN SUMMARY
We were briefed to build hype around the launch of Samsung’s flagship mobile phone product - the Galaxy S4 – and break the iPhone’s hold on the mainstream smartphone market. 
 
We knew Samsung fans couldn’t wait to get their hands on the Galaxy S4. So we let our advocates do the talking - instead of launching the phone ourselves, we got our biggest fans to launch it for us. Rather than making them physically queue up and camp outside for days in the traditional fashion for a latest smartphone release, we saved them the hassle and tedium by creating a virtual queue that fans could join via social media.
 
We put a unique Samsung spin on queuing - we turned our customers into our primary media channel and enabled them to act as marketers by creating sharable S4 related content and rewarded them for sharing the content. The more likes, retweets, shares and comments they received, the further they moved towards the front of the virtual queue and towards one of 627 prizes on offer. Each particpant was also given a tangible real world place in the queue on the giant 50m x 3.2m LED billboard that snaked its way around Aotea Square. The largest LED screen installation in NZ history.
 
The Smart Phone Line enabled fans to get to the front of an online line by sharing features of the phone via social media. For two weeks, 12,000 fans shared 85,000 Galaxy S4 posts, reaching 15 million people.
CAMPAIGN
DupÈ
AGENCY
Ogilvy Australia
CLIENT
Yarra Valley Water
BRAND
DupÈ
DETAILS
CAMPAIGN SUMMARY
This is the story of a water company who dared to prove its worth in the world by pitting its own tap water against bottled water. 
 
Bottled water is entrenched in Australia. It has higher market share than Coca Cola and is worth more per litre than oil!  It’s rare to see a Melburnian walking around town without a bottle of water to accompany them.
 
Yarra Valley Water (one of Melbourne’s three water corporations providing water for $1.7million consumers) is judged by the Victorian government on customer satisfaction scores.  Water Quality and Value-for-Money are the key drivers of customer satisfaction.  Communications were required to improve measures on both.
 
The strategy was to point out the absurdity of bottled water.  By making a quasi enemy out of bottled water, communications were able to ingeniously point out the benefits of Yarra Valley Water tap water.
 
We created ‘Dupé’ - a fictitious brand with a unique product line. From Organic Bottled Air to Good Vibrations and All-Natural Moonlight, Dupé sold things you could easily get for free. After all, that’s exactly what bottled water companies do.
 
The positive response to the campaign driving customers back to tap and subsequent results exceeded our expectations with a successful viral campaign of 177,969 YouTube hits to date, a 19% increase in Choose Tap’s Facebook likes and an overall message reach to over 175 countries world-wide. 
CAMPAIGN
How Nike hacked Jakarta for sport
AGENCY
BBH Asia Pacific
CLIENT
Nike
BRAND
NIKE RUNNING BRAND (JDI)
DETAILS
CAMPAIGN SUMMARY
As Nike prepared to launch their annual 10k WeRun event, they decided that it was the right opportunity to also promote the brand essence of Nike – Just Do it. But with Nike being relatively new to Indonesia, they needed to what ‘Just Do it’ would mean in a specifically Jakartan way. They achieved this by targeting the disenfranchised Jakartan youth and encouraged them to #BAJAKJKT (hack their city).
 
Nike showed Jakartan youth how to run in their unique running space by using runner’s media, hacking skyscrapers and by lighting the city for running.
 
Nike’s examples of how to #BAJAKJKT were so motivating to the runners of Jakarta, a record number turned out to take back their city during the BAJAKJKT WeRun 10k.
 
CAMPAIGN
Xbox One Racing ñ Conquer the Mountain
AGENCY
The Spaceship
CLIENT
Microsoft
BRAND
Xbox One
DETAILS
CAMPAIGN SUMMARY
Our task was to launch Xbox One and outsell rival PlayStation (who held strong pole position) in the biggest console launch in history. We needed a compelling point of difference to demonstrate that Xbox One is the must-have gaming experience. Xbox’s exclusive marquee game - Forza Motorsports 5 – had a release date coinciding with Xbox One, giving us a chance to engage a new audience of motorsports lovers, and bring the unparalleled reality of Xbox One to life.
 
Every one of Australia’s 2.2 million motorsports lovers harbour a (often unfulfilled) desire to be a race car driver on the iconic and feared Bathurst track. Drawing on the ultra-real experience of Xbox One, we set out to fulfil this desire by destroying the barriers between the gaming world and professional motorsports.
 
Our idea: Let’s create and train a team using Xbox One and then unleash them into the high stakes ‘race that stops the nation’ - Bathurst 1000.
 
We entered a wildcard V8 supercar team into the race. We then trained our international drivers using Xbox One. Successes on the day (top 10 finish) showed car enthusiasts how close Xbox could bring them to being a real race car driver.
 
Xbox One Racing became the most successful launch in Australian gaming history. Heading into the holiday season, Australia was the only market where Xbox One outsold PlayStation, by an astounding factor of 2:1.
 
CAMPAIGN
Hair Sonata
AGENCY
JWT Manila
CLIENT
Unilever Philippines
BRAND
Cream Silk
DETAILS
CAMPAIGN SUMMARY
When it comes to hair brands promising the benefit of strength, the usual medium and execution is a TV spot with a shot of the generic hair pull. So we changed the game and went beyond this to a world quite different: the world of music.
 
Violins play the most beautiful music, and traditional violin bows use horsehair, known for its strength. What if we used human hair? Will it be as strong?
 
Last October 17, Cream Silk staged the “Cream Silk Hair Sonata: The World’s First Hair Symphony Orchestra” and the FIRST EVER use of a symphony orchestra as a brand communication medium. Behind the idea is a pioneering collaboration with bow maker Paul Goh who created Human Hair Violin Bows, using hair conditioned with Cream Silk.
 
It was an unprecedented celebration of beauty, music and art through the most beautiful demonstration of hair strength in the world. Featuring a 42-piece orchestra, using human hair violin bows, it was a historic performance attended by 300 top celebrities and influencers.
(Source: Unilever/ advertiser data)
 
The campaign resulted in an 85% increase in Facebook fans with record-breaking 22.4% engagement rate (vs. a norm of 5%), generated 264,163,766 digital impressions and 910,000 US dollars in earned media. (Unilever/ Advertiser data and post campaign tracking)
The campaign helped Cream Silk grow by 17%, reach its highest-ever penetration and highest market share in 2 years. (Advertiser data and Agency Research)
 
Not only can strong hair be seen; now, it can be heard. 
CAMPAIGN
The Highest Goal
AGENCY
TBWAHAKUHODO
CLIENT
adidas Japan
BRAND
adidas Football
DETAILS
CAMPAIGN SUMMARY
The final qualifier for the World Cup – a must-win to earn a World Cup berth. As an official sponsor and supplier, adidas Japan wanted to turn the event into an opportunity to make a connection with its audience using the unifying theme of football.
The objective was to create an event that Unites and Engages football fans throughout Japan in support of their national team. During football matches, they rely on their ever-present smartphones to stay connected with each other.
The strategy was to generate dynamic connections among football fans in support of their team. Our solution was an interactive projection 200 meters above the ground in Tokyo on the day of a crucial game for the national team. Fans could use their smartphones to virtually ‘throw in’ a soccer ball towards the projection – a massive video of Japan star forward Shinji Kagawa, projected on the wall of a high-rise building. Kagawa received the ball and made a shot on goal.
 The experience created social media buzz. The event caught the attention of media. The campaign was featured in many TV programs together with game results, exciting fans the next day and earning media exposure totaling some USD $100 million.
 
CAMPAIGN
Idea Cellular - Honey Bunny
AGENCY
Lowe Lintas and Partners
CLIENT
Idea Cellular
BRAND
Idea
DETAILS
CAMPAIGN SUMMARY
!DEA Cellular was a late entrant into the Indian telecom market that has been dominated by competition for decades. !DEA had started out as a zonal player and while their network had grown to become nationwide, the perception had not yet caught up. This was hurting !DEA’s growth as well as retention, as the Indian mobile user prefers a network with pan India coverage.
                                                                                 
We had to establish, once and for all, that !DEA covers the length and breadth of the country. This would have cost us over USD 10 Million. But we only had a fraction of that money available to invest.
 
This led us to create a new medium, the ringtone. We made a signature ringtone, ‘Honey Bunny’. A comprehensive engagement plan was built to make it so famous that it would literally ring everywhere.
 
Our touch-points, on and offline, were deployed to make the ringtone easy to find, download and re-create for anyone. Mass media helped getting the conversation started.
 
Within days, the ringtone started buzzing on millions of phones, thousands of re-mixed versions started appearing online that were viewed, shared and talked about. Measurable channels alone generated over 1.38 Billion free impressions. Enough to cover the entire population of India (even China) more than once. Within three months, we had given Indian telecom a new anthem that rang in people’s pockets and made !DEA Cellular a national player.
CAMPAIGN
Vodafone Ear Muffs
AGENCY
Ogilvy & Mather Advertising, Mumbai
CLIENT
Vodafone India
BRAND
Vodafone
DETAILS
CAMPAIGN SUMMARY

How do you reach 100 Million strong ‘difficult to reach’ audience segment in just $1000? And generate revenue of over $ 1Million.
 
Streaming music on mobile phones is one of the biggest contributors of revenue to Vodafone’s top-line.  This business was especially important in a difficult market like India where other revenue streams like Voice and SMS has been stagnating.
 
Till a decade back, devotional music was one of the largest contributors to Vodafone’s music business.  But in recent times devotional music listenership has been on a freefall - Especially in urban India where more exciting genres like Bollywood and MTV have taken precedence and significantly influenced musical tastes.
 
Devotional music, today, is followed only by those living in rural India. This was a difficult business problem for Vodafone.
 
Indian rural audience is a very difficult to reach segment. Conventional mass media does not reach them because television is still not a reality in large swathes of the country. This made recruiting new users for devotional music a difficult task. 
 
In February 2013, Vodafone identified a once in decade property – The Maha Kumbh Mela, a massive gathering of Hindu devotees on the banks of the Ganges. It was expected to be the World’s largest religious festival with over 100 Million people expected to congregate. A great opportunity to reach the otherwise difficult to reach target audience, Vodafone executed a unique solution that also maintained the sanctity of the event
 
Vodafone distributed an earmuff that protected the devotees from the chilly weather which also played devotional music to them when they wore it.  A message on the merchandise asked users to subscribe to more devotional music.
 
A very small budget activity, it not only warmed the ears and souls of the devotees, it increased the calls from target rural markets by 36% - a whopping additional 14 Million calls – and brought in additional revenues of over $1 Million. 
CAMPAIGN
Scandal Shave
AGENCY
BBDO and Proximity China
CLIENT
P&G China
BRAND
Gillette
DETAILS
CAMPAIGN SUMMARY
This is a story of how an orchestrated celebrity scandal sold 3 million razors in just 4 weeks, and resuscitated Gillette’s business in China.
 
The challenge was a decade of seemingly terminal category erosion: 7/10 men in China could no longer justify the inconvenience of wet shaving (preparation, shave, wash, care), driving 18.3 million switchers per year to more convenient dry shavers [Source: NCS 2012].  For Gillette this represented US$647.2 million in lost earnings between 06’-12’, and no amount of innovation or promotion could stem the exodus.  
 
Everything changed with ‘Scandal Shave’, a ground-breaking sequel to last year’s highly successful ‘Shave Sexy’ campaign.  Inspired by the powerful insight that women in China find the act of men wet shaving extremely arousing to watch; an unbranded ‘private’ home video of national sweetheart Gao Yuanyuan, scantily clad and intimately wet shaving with a man was ‘leaked’ to the media to compellingly deliver our message, generating a national scandal of enormous proportion.  Capitalising on this with a full suite of branded activities, the campaign helped Gillette reach 237 million people, record its highest ever monthly sales, and inflict an ever bigger dent in the growth of the dry shaver category.  Men were flabbergasted with the effect of wet shaving and felt compelled to try for themselves.
 
By reframing the benefits of wet shaving from inconvenient to sexy, and delivering this message in an unconventional use of media, ‘Scandal Shave’ finally helped wet shaving deliver value men can see.
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