Insights / Strategic Thinking

The Shortlist
CAMPAIGN
Behind the leather
AGENCY
Ogilvy & Mather Advertising
CLIENT
People for the Ethical Treatment of Animals
BRAND
PETA Asia
DETAILS
In Thailand, animals are skinned and processed to become luxury leather goods for fashion consumers. The market is predicted to continue growing because both men and women perceive luxury leather goods as a reflection of their style and social status with complete unawareness of the animal suffering behind this brutal trade.
 
PETA is determined to stop this by creating awareness among Thai consumers that using leather goods is cruelty towards animals and provoking real behavioral change. The “Behind The Leather” campaign aims to make the truth of cruelty so impossible to ignore that it overshadows the preference for using leather goods by delivering a live experience to the target audience with the shocking story behind everyday leather goods. The effort and the breakthrough results are the major milestone towards achieving PETA’s ongoing program with an objective of totally banning the use of exotic skin and get people who are blinded by luxury beauty to realize the animal suffering behind this brutal trade, and pledge against all exotic skin products. Within 12 days, the campaign generated over 42 million views globally, exceeding the KPI of 3 million views in the first 7 days after campaign launch. 87% of shoppers who experienced or seen the campaign changed their mind about buying exotic skin products, exceeding the KPI of 50%. The result was a hugely successful campaign which not only created awareness but shifted consumer behaviour.                                                                                                                                                                                               
CAMPAIGN
H&M Social Intelligence
AGENCY
Ogilvy & Mather Shanghai
CLIENT
Hennes & Mauritz
BRAND
High-street Retail
OBJECTIVES
 
WeChat is China’s most saturated social media platform perceived to have wide reach, yet low effective engagement. We proved otherwise, achieving both by using H&M’s consumer data to build the world’s first predictive personal stylist on WeChat, transforming its official WeChat account into a first-of-its-kind consumer-profiling mastermind. By progressively tagging our consumers’ behaviour on WeChat, we were able to learn more about what they liked and in turn adapted our content to fit their interests. By effectively transforming its social content experience, H&M turned readers into eCommerce customers, upping ecommerce traffic by 300% and contributing millions in sales, proving that social content is an effective sales channel. Follower base doubled, while open rate increased by a whopping 92%; industry reports thus ranked H&M as the top WeChat account within category.
CAMPAIGN
Getting India to say Good k'NIGHT' even in the MORNINGS
AGENCY
J Walter Thompson - Mumbai
CLIENT
Godrej Consumer Products Pvt. LTD
BRAND
Good knight mosquito repellents
DETAILS
Dengue, a mosquito-borne disease, was a growing menace in India with the number of cases rising exponentially. Most Indians were unaware that Dengue mosquitoes bite during daytime. Hence, they stuck to their age-old cultural practices of using mosquito repellents only during evenings & nights. By using children as change agents, Good knight was able to drive awareness and cause a behavioural change in consumers and enable them to proactively protect themselves from Dengue. The success was reflected by a stark increase in household consumption, sales & household-base of Good knight’s products and the tremendous buzz created online. 
 
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CAMPAIGN
Outcomes based digital marketing creating sustainable business for grab.
AGENCY
MEC Vietnam
CLIENT
Grab
BRAND
Online Taxi hire services
DETAILS
Since the launch of Grab bike taxi online booking services, its demand has always been on the rise exponentially, in Vietnam. However, Grab had been facing tough time to pace up the supply with increasing demand. The gap continued to increase at such a rate in Hanoi market that in the recent past it turned into a serious business challenge in the competitive bike taxi business.  
 
Hence the task assigned to us was to reach out a larger consumer base and to recruit bike taxi drivers at a faster rate to reduce demand-supply gap.
 
TARGET AUDIENCE: Students, Part-time workers, Freelancers, Unemployed, and Low- Labors owning personal bikes.
GEOGRAPHY: Hanoi, Vietnam
KPI - TARGET LEADS TO ACHIEVE: 400 over a 6 week period.
 
Our approach to follow programmatic solution on Vietnam’s biggest Mobile Audience Network “ Light Reaction” really worked wonders for us. In just 6 weeks , we scaled up the campaign to new heights by achieving 363% of our campaign KPIs and brought down the demand-supply gap for Grab’s Bike taxi business abysmally low.
 
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CAMPAIGN
I Do Anniversary
AGENCY
Ogilvy Beijing
CLIENT
HIERSUN
BRAND
Jewellery
DETAILS
In China when you get married, only a diamond will do, and the bigger the better. So as the Chinese middle-class became more affluent over the past couple of decades, diamonds’ perfect combination of luxury and romance fueled an unprecedented 30% y.o.y boom, making it the fastest-growing luxury category. [Bain, Global diamond industry, 2015] In this rising tide both international and local brands made fortunes, even spawning the launch of specialist brands like ‘I Do’ to capitalize on the bounty.
But as fewer people tying the knot, boom turned to bust, and hampered the heady growth of diamond sector in China. Our campaign identified an unlikely new target - couples who got married many years ago, creating a new target market and category-leading incremental sales in per million media spend.
CAMPAIGN
Fighting The Silent Player
AGENCY
Ogilvy & Mather Shanghai
CLIENT
Kimberly-Clark China
BRAND
Baby Diaper
DETAILS
Going against Merries diaper felt like throwing punches in the dark. Merries was perceived as premium with high WOM and consumer advocacy despite no advertising but primarily driven by the growth of e-commerce. Our brand, Huggies, was suffering under the weight of this silent competitor. It was losing ground on its premium image and ‘worth-the-price’ perception. The success of this campaign was being able to engage moms in public showdown to show how Huggies is better and more premium in a way that was engaging & entertaining. Our campaign successfully: Re-established Huggies premium attributes with an increase of 9%. Solidified Huggies no. 1 position in e-Commerce. Campaign increased ToM by 31% reaching half-a-billion people. It also increased purchase intent by 8 points all because Huggies just listened to what babies had to say. 
CAMPAIGN
MMDA's IsThereAProblemOfficer.ph
AGENCY
McCann Worldgroup Philippines
CLIENT
Metro Manila Development Authority
BRAND
Government / Institutional
DETAILS
Despite capturing traffic violators on record with a CCTV-based no-contact apprehension system, collecting fines proved to be challenging for the Metro Manila Development Authority (MMDA) because they couldn’t reach individual drivers efficiently. So instead of chasing each one down, the MMDA made drivers come to them. They did this by turning traffic violations into a joke that everyone wanted to be part of/told, with their self-policing platform, isthereaproblemofficer.ph. By using humor to drive motorists to the platform, MMDA was able to settle fines before they were due, even with zero investment in paid media.
 
CAMPAIGN
Anchor No Excuses
AGENCY
BBDO Singapore
CLIENT
Fonterra Brands - Anchor
BRAND
Milk
DETAILS
This story takes us to Sri Lanka, a small country with big dreams, emerging from decades of civil war with renewed hope and confidence, but hesitating to act boldly to seize new opportunities.   
 
It’s a story of how Anchor milk, the category leader, created a new phase of growth by re-inventing what it stood for and aligning its marketing with the changing mood of the country. And how it set out to inspire the whole nation to fulfil its true potential.
 
With some clever strategic work, a provocative rallying cry, compelling creative work and disciplined integration, Anchor challenged Sri Lankans up and down the country to accept “No excuses” on their quest to find their greatness.    
CAMPAIGN
Prospan - Don't Ignore a Cough
AGENCY
AFFINITY
CLIENT
Flordis
BRAND
Prospan
DETAILS
The Australian natural medicines company, Flordis, approached us for help to re-launch their newly acquired herbal cough remedy brand, Prospan.

Our creative insight and cough predictive algorithm resulted in a 27% increase in sales YoY, in a market which shrank by 8.5%. 
CAMPAIGN
Reinventing the Athlete Tour
AGENCY
Mindshare
CLIENT
Nike
BRAND
KD 9 (basketball shoes)
DETAILS
Challenge: Cut through a saturated market with limited budget
NBA superstar Kevin Durant was coming to China for the launch of his new Nike shoe, the KD9.
 
Nike’s ambition for the tour was huge – to meet the sales target, the KD9 needed to become China’s fastest selling basketball shoe.
 
However, while Kevin Durant is massively popular in China, the market was already saturated with celebrity supported product launches.
 
Moreover, while athlete tours are very important for Nike, the majority of the budget usually goes to PR team and what’s left for media is often limited.
 
We would have to create an entirely new athlete tour format to succeed.
 
Insight: KD happens to be one of the best players in the biggest basketball video game too!
 
First, Kevin Durant (or KD as his fans call him) is crazy good at NBA2K Online, which happened to be massively popular among basketball fans in China.
 
Strategy and execution: creating the biggest basketball tournament in the world
 
We invited NBA2K online players to compete for the honour of representing the best of the best in China against Kevin Durant.
 
Thus was born the ‘Play KD Show’ – a once in a lifetime chance for a fan to play KD one-on-one.
 
Virtually and in the real world.
 
KD issued his challenge to play against China's top NBA2K Online player in the game and on the court, creating the world's largest basketball tournament.

463,000 players answered the challenge. Gao Yang, the final winner, represented China in a live broadcast match up against KD.
 
The entire event was live streamed on China’s largest online sports channel, Tencent NBA, as well as broadcast directly to pinnacle digital out-of-home locations across Guangzhou.


Result: Athlete tour reinvented
 
The opportunity to directly engage with NBA superstar like Kevin Durant on their favourite platform drove unprecedented excitement among Chinese basketball fans and completely reinvented the athlete tour, breaking records on viewership, fans engagement and sales.
 
CAMPAIGN
Defeating Exam Hunger
AGENCY
BBDO and Proximity China
CLIENT
Mars Food China
BRAND
Snickers
DETAILS
Each year, for over 9 million teenagers in China, there is nothing more life defining, yet more gruelling than GaoKao, the infamous National College Entrance Exam; revered and feared in a country obsessed with exams as a means of social mobility.
 
This is the story of how Snickers Chocolate captured the attention of teenagers in China during the GaoKao season, by helping them be on top of their game during the most important challenge they would ever face.
 
The Snickers’ Defeat Exam Hunger campaign in 2016 was instrumental in turning around the fortunes for Snickers in China, after it suffered six months of continuous decline against a softening category and successfully turned sales value growth back into the black.
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