Insights / Strategic Thinking

The Shortlist
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
Who's Your Flavorite?
AGENCY
Razorfish Shanghai
CLIENT
Pepsico
BRAND
Layís
DETAILS
CAMPAIGN SUMMARY
Potato chips are a common snack amongst Chinese consumers, but not yet a favored choice because of their western styled flavor. Our task was to launch four new flavors that would get people talking and get them craving for lay’s.
 
Culturally in China, food symbolism play a very important role where the word ‘cuisine’ also doubles as meaning ‘your cup of tea’ in the context of relationship matchmaking. Our digital audience has an evolved ecosystem of social interactions where the spontaneity of moments, events and stories across a multitude of cross-screen combinations.
 
Our strategy revolved around the portability of content and improvisational conversations through interaction that were familiar and native to users. Our idea: Who’s Your Flavorite? In Chinese, means ‘your flavor match’. A perfect translational message for Lay’s to culturally connect our audience through flavor.
 
We created new channels of responsive communication where our Flavors, WeChat and eCommerce acted as new mediums for Lay’s to interact through users’ craving-journey.
 
We achieved this by creating new mediums:
·         We turned our flavors into a medium itself to communicate relevant meaning through Chinese cuisines.
·         We turned our presence on WeChat into a medium for feeding conversational expression where lay’s interacted with core fan-groups.
·         We turned a popular ecommerce platform into a social-commerce media, where users can review socialized topics as well as purchase to satisfy the cravings for our product.
 
By creating new mediums of responsive communication, we helped Lay’s reinvent how they launch new products in China.
CAMPAIGN
Robi Flag Campaign
AGENCY
Adcomm
CLIENT
Robi Axiata
BRAND
Robi
DETAILS
CAMPAIGN SUMMARY
2013 saw Bangladesh divided on religious and political platforms, with these divisions being exhibited in the ugliest of ways. The violence and strife almost pushed the country towards a civil war.
 
In this terrible situation, people were desperately seeking for unity. The challenge was to make everyone believe that unification was possible and through it, we could achieve great things.
 
Robi, one of the major telecommunications companies held the brand idea “ignite the power within”. Robi’s idea was based on Bangladesh’s ultimate manifestation of unity – the national flag. The target was to beat Pakistan’s existing human flag world record on the Victory Day, 16th of December – a day when Bangladesh achieved independence against Pakistan in a 9 month long war in 1971.
 
Robi successfully achieved the feat of creating the world’s largest human flag on 16th December, 2013 and made it to the Guinness World Records in January 2014 by gathering 27,117 participants holding placards to create the human flag. The event was witnessed by almost the entire nation as 20 out of 23 TV stations showed it live, making it the most watched event in the history of Bangladesh media.
 
The campaign had a set objective to make Bangladeshi’s connect emotionally with Robi. This was evidenced by the fact that 82% people said they believed Robi to be a trustworthy brand. Not only that, 2 out of 3 competition users expressed interest in buying a Robi sim and static sim sales went up 48%.
CAMPAIGN
The Unshiftables: A Journey of Talking to Their Hearts & not Their Minds
AGENCY
Leo Burnett India
CLIENT
Tata Capital Financial Services
BRAND
Tata Capital Home Loans
DETAILS
CAMPAIGN SUMMARY
Tata Capital, a non-banking financial institution, competes with a host of financial services companies, banks and public sector companies in India. It has been a late entrant in the financial services category - entering it as late as 2007.  Being a late entrant in the category, the brands environment got defined by two key characteristics:
 
1.    How do you get noticed in a cluttered category with a fraction of media spends than the other larger, well established competitors?
2.    Coming from the house of Tata’s, how do you make a difference to the sector you operate in and more importantly to the lives of people at large?
 
The Unshiftables’ brought a simple life insight to give an emotional rendering to the prosaic financial category.
 
Our idea came from the insight that anyone who doesn’t have his own flat and lives in a rented flat can empathize with: We get attached to our homes -- the four walls, to our neighbours, to the people we meet every day. Then suddenly one day the lease expires and we have to move on, leaving the memories behind. Our idea tugged at their heartstrings, compelling them to consider our home loan product.
 
We targeted young renters with school-going kids with a simple, beautiful thought- You can shift homes, but not memories.
This communication thought was channelized through TVCs, Radio and Print, which resulted in an unprecedented increase for home loan inquiries (917%) and leads (314%). The category of home loan disbursal grew by 56%, the income by 126% and profits after tax by 237.5%.  Our spontaneous awareness went up by 5% after the campaign from November 2012 to mid-February 2013 and by another 4% when it ran for the second time in Sep-Nov, 2013. Brand consideration went up by 10% and Brand equity Index went up by 0.44 points.
 
The twitter hashtag #MyMemoriesOfHome was trending #1 in India.
 
By focusing on the consumer need rather than rational product offerings we compelled them to consider us.
CAMPAIGN
Gillette Soldier for Women
AGENCY
BBDO India
CLIENT
Gillette, P&G India
BRAND
Gillette
DETAILS
CAMPAIGN SUMMARY
Gillette had doubled its market share with successful campaigns in the last 3 years. But it had failed to appeal to a large section of Indian men for whom the stubble & facial hair represents their masculine character. As a result the “real-man” saw Gillette as shallow & lacking authenticity. Thereby, Gillette’s brand rating on its core values & emotional equities had begun to stagnate.
 
To add to its woes, in 2013, as consumer sentiment changed due to economic uncertainty, Gillette found itself in a category that was shrinking.
 
As we set out to connect with the “real-man” and drive brand sales in a shrinking category, we discovered men were taking a beating in the media after the ghastly rape of a young girl by 5men in Delhi was reported in December, 2012. With no leading male voice backing their character, the Indian man was declared the enemy.
 
Gillette as a leading male brand that stands for courage, integrity and righteousness, the very same values our audience holds dear, decided to do something about it.
 
Thus was born, ‘Gillette, Soldier for Women’ – a social movement that used the power of branded content, TV, PR, events and social-media to win back the respect for the men of India.
 
The campaign surpassed all our set objectives.
·         We generated record breaking free-media worth USD5million.
·         12million men pledged themselves as Solders for Women including our Ex-President.
·         We grew Gillette’s core-bonding parameter by over 6%.
·         We grew Gillette’s revenues in a declining category.
 
CAMPAIGN
How BOOBS made BONDS serious about bras
AGENCY
Clemenger BBDO Melbourne
CLIENT
Pacific Brands
BRAND
Bonds
DETAILS
CAMPAIGN SUMMARY
For over 100 years BONDS has been Australia’s favourite underwear brand. Every Australian on average has seven items of BONDS underwear in his/her wardrobe
 
Despite this dominance in undies, BONDS had never been able to get equivalent share in the lucrative Australian bra market worth approximately $1b a year.
 
Three previous attempts to launch a bra range had fallen short as women complained BONDS was inferior quality, ill-fitting, with no proper support.
 
We were known for quality undies, not quality bras.
 
Instead of following fashion convention, we wanted an idea bigger than just bras and women.  A ‘moment’ that could stop traffic and get BONDS back into the cultural narrative.  So we broke some rules and cheekily changed two letters in the BONDS logo - from BONDS to BOOBS.
 
‘BOOBS’ got BONDS back into Australian culture, and made women believe it was finally serious about bras.
                                                                                             
The campaign generated an 83% sales increase, over $4 million in earned media coverage, and almost 54 million media impressions.  The most successful launch in BONDS history to date.
 

CAMPAIGN
Got Soy? Giving the Simple Bean a Complete Makeover
AGENCY
UM Thailand
CLIENT
Green Spot
BRAND
Vitamilk TOGO
DETAILS
CAMPAIGN SUMMARY
GOT SOY? GIVING THE SIMPLE BEAN A COMPLETE MAKEOVER
Soy milk is considered an old man’s drink in Thailand.
 
Liquid milk is an $US2billion industry. Soy milk represents only about a fifth of that. So when the Ministry of Commerce decided to raise the price of soy beans, Vitamilk TOGO was in deep trouble.
 
CHALLENGE:
Thais drink soy milk based on health and function. Price is also the main driver of brand choice. How to sustain Vitamilk TOGO’s consumption in times of increased soy bean price?
 
STRATEGY: CRYSTALIZING THE SIMPLE SOY FOR THE SOPHISTICATED DRINKER
The glass bottle had always been an asset. We shifted our target. We captured those who were image conscious and were not price sensitive.
 
THE IDEA: THE COOLEST WAY TO DRINK SOY IS THROUGH GLASS
We knew our ‘new target’ were image conscious and cared what people thought of them. Drinking out of a glass bottle reflected trendiness and sophistication. It was a territory never chartered before by a soy milk brand.
CAMPAIGN
Kurkure - Creating Indiaís Most Crooked Family
AGENCY
JWT
CLIENT
Frito Lay India
BRAND
Kurkure
DETAILS
CAMPAIGN SUMMARY
As the world knows, the Great Indian Family as we like to call it, has been the cornerstone of Indian society for centuries. But the rise of nuclear families, smaller families, busier lives, stress of children’s education… all this and more is putting family life under pressure. What’s more, increasing independence of the housewife and more empowered children are turning traditional roles upside down.
 
Yet, we Indians love to celebrate our differences, complexities and quirks, proudly saying “we are like this only”.
 
What could a “crooked” (shaped) salty snack playing in the space of “family fun times” do, to increase brand love and consumption?
 
We created “India’s Most Crooked Family”
with mini celebrities, on television, to refresh Brand Kurkure.
 
An atypical grandmother - beauty crazy and a social butterfly, a new age housewife with a tattooed back getting off a Harley, a young husband with Bollywood aspirations caught in a bankers job, a naughty elder brother, his perfectionist wife and their always hungry son…
 
Together they told the brand’s stories through the year, always ending with the brand’s expression “tedha hai par mera hai” which translated means “He/she is crooked, but is mine”.
 
We launched each character with teasers on TV, followed by TVCs on pack and taste stories through the year, backed by radio, print and a Facebook page.
 
Three years of brand equity losses were reversed, bonding doubled, volumes grew by 15%*, transactions by 23%* and the brand became the third most engaging brand in India. 
CAMPAIGN
Comets
AGENCY
Leo Burnett
CLIENT
Diageo
BRAND
Smirnoff Double Black
DETAILS
CAMPAIGN SUMMARY
In Q4 2013, Smirnoff was launching Double Black, a premium vodka aiming to win 8% share of the premium vodka market in the first quarter, a segment that Smirnoff, as a mainstream brand, had never been successful in before. To achieve this, the launch would have to beat
spirits category launch norms twice over, despite the expensive $40 AUD price point.
 
To grab the attention of difficult to reach 18-22 year olds, we knew we needed a strong, tension orientated insight into their happy-go-lucky worlds: Stuck in a small social world filled with quick judgement, these guys want to be able to stand out, but not too much. But on occasion, like when arriving at a party, they want to make a bold statement. We put this at the heart of everything.
 
Arrive Boldly was our big idea, and we launched it boldly, leading with a 90’ piece of content designed for online and cinema, shot like music content.
 
The campaign got huge scale through bought, owned and earned. Awareness, trial and consumption norms were smashed, as were sales.
 
Volume sales objectives were exceeded by 19%. Market share objectives were exceeded by 30%, at 10.4%. Price objectives of $40 were hit. The campaign delivered $4.75 of sales for every media dollar spent.
 
Which goes to show that even though 18-22 years are very hard to reach, with creative they enjoy watching, amplified through the right on and offline channels, if you get them, you can persuade them.
 
CAMPAIGN
How Google Search brought hope to 1.4 billion people
AGENCY
Ogilvy & Mather
CLIENT
Google India
BRAND
Google Search
DETAILS
CAMPAIGN SUMMARY
More people search, more money Google makes.
But search was not increasing in proportion to the growth in internet users.
 
Investigating why, led us to realize that Google search was primarily seen as a directory of links to other websites. It was not seen as providing direct answers to queries.
 
We understood that most of their information needs were precise or local
and required on the go e.g. movie/ airline schedules, cricket scores, restaurants, etc.
for which they used numerous apps like ‘Bookmyshow’, ‘ClearTrip’, ‘CrickInfo’, ‘Zomato’ etc.
 
Ironically ‘Google search’ could provide the same direct answers, accurately and more conveniently. But people were not familiar with the new search features that made this possible. So we had to create mass awareness for the capabilities of Google Search.
 
But mere awareness however does not lead to behaviour.
To make them use Google search for all their information needs we had to
make the connection between real life and Google, magical - inspire
them to explore its capabilities.

 
So we created Google Reunion.
A moving story of two friends separated by the, 1947 Indo-Pak partition reunited with help from Google search!
 
CAMPAIGN
Lifebuoy Roti Reminder
AGENCY
Ogilvy & Mather Advertising
CLIENT
Lifebuoy Soaps, Hindustan Unilever
BRAND
Lifebuoy Soaps
DETAILS
CAMPAIGN SUMMARY
The Kumbh Mela in India is the largest religious gathering on the planet, making it a huge marketing opportunity. But the government body, managing the Mela reserves 70% of the space/ time on all traditional media for non-commercial messaging making all conventional media choices inefficient/ ineffective.
 
At this festival, Lifebuoy wanted to land the message “Wash your hands with soap before a meal”.
To ensure the message was heard despite the massive clutter, we created a new medium for the brand message at the moment of truth: 
WHAT VISITORS EAT BECAME THE MEDIUM - THE ROTI (Indian bread, served with every meal).
 
WE DEVISED A HEAT STAMP THAT LEFT AN ACTIONABLE MESSAGE ON A ‘ROTI’ - ‘DID YOU WASH YOUR HANDS WITH LIFEBUOY?’ AND PRINTED THIS EDIBLE MESSAGE ON OVER MILLIONS OF ROTI’S SERVED TO THE VISITORS AT THE MELA. 
 
We directly reached 5 million people exceeding our target by five times.  The cost per contact; less than 1 cent.  
 
On an investment of just US$36000 it delivered incremental sales of $40 for every $1spent, helping Lifebuoy reach its highest market share in 3 years!
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 strategically deployed branded activities, the campaign helped Gillette reach 237 million people, record its highest ever monthly sales, and inflict an ever bigger dent (than last year) 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, ‘Scandal Shave’ finally helped wet shaving deliver value men can see.
 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters