Insights / Strategic Thinking

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CAMPAIGN
M&M's Voting Colors for Fun
AGENCY
BBDO Taiwan
CLIENT
Mars Taiwan
BRAND
M&M's Chocolate
DETAILS
Taiwanese people barely resonate M&M's brand DNA with being colorfully fun because they associate colors to the different political standpoints strongly in Taiwan. Thus, expressing color preferences has been a sensitive and stressful topic among Taiwanese.
 
We decided to leverage this very Taiwanese insight and launch a “Voting Colors for Fun” campaign right behind Taiwan’s presidential election in 2016 in which five M&M’s characters used their charms to gain attention and votes. The aim was to make choosing colors a fun, entertaining and worriless action in the hearts of Taiwanese people, and to further reinforce the emotional bond between Taiwanese and M&M’s brand DNA. 
Despite limited budget, the campaign struck a chord in both business and communication performance. It increased sales by 79% vs. previous year. The Facebook ad posts had a reach of 660,000, 3,478 times more than the KPI of 19,000 (Source: Mars Taiwan).  
CAMPAIGN
How the world met Graham
AGENCY
Clemenger BBDO
CLIENT
Transport Accident Commission (TAC) Victoria
BRAND
Road safety awareness
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
Doi Kham: The Fruits of his Labour
AGENCY
IPG Mediabrands
CLIENT
Doi Kham
BRAND
Doi Kham, Brand Launch
DETAILS
Thailand was at the peak of an environmental and health disaster. Farms were being ruined and people’s health was being destroyed.

Doi Kham, a relatively unknown Thai juice brand wanted the people of this golden land to fully grasp King Bhumibol Adulyadej’s philosophy of sustainable agriculture, for the well-being of farmers, consumers, shareholders and nation alike.
It asked the people to give its healthy and sustainable products a chance.

So it apologized to the whole country for being different.

Simultaneous public announcements of this apology took the nation by surprise.
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