Integrated Campaign

The Shortlist
CAMPAIGN
May Heavenly Mother with you
AGENCY
Ogilvy & Mather Advertising
CLIENT
Cathay Century Insurance
BRAND
Mobile App Road Safty Charm
DETAILS
Cathay Century Insurance has created “My MobiCare App” to provide helpful services for drivers when car accidents happen. People would not think of this mobile APP only if they encounter unexpected crash, even though the practical application may help drivers with clear instruction and great convenience. The actual usage remains really low, which causes the rate of delete been over high all the time, and even leads it really close to be taken down. For this re-launch, we borrow the traditional custom in Taiwanese culture, which is to implore the lucky charm from Gods for driving safety. And the creative approach is to initiate crossover collaboration with the renowned temple, JennLann Temple; in addition, Heavenly Mother, Mazu, is adopted to be our greatest spokesperson for the campaign. The extraordinary crossover collaboration caught the attention of local press, bloggers and raised high talk-about in social media. People are convinced that they not merely download some sort of tool, but more significantly, treasure My MobiCare APP as lucky charm, which is with Heavenly Mother’s blessing and aegis that they can carry closely all the time.
CAMPAIGN
Share a Real Feeling
AGENCY
OgilvyOne Worldwide Thailand
CLIENT
Coca-Cola Thailand
BRAND
Coca-Cola
DETAILS
“From a vulnerable market leader to achieving the biggest market share in over 20 years.” 2012 was the first time in over 20 years that Coca Cola Thailand took the top position from Pepsi. The leadership gap was incredibly small, however, a mere 1.2%. The challenge thus wasn’t just to defend, but strengthen the leadership gap. The main task was winning teens’ hearts, as teens were the category’s core users. Coke and its agencies utilized local teens’ cultural insight reapplied to the global ‘Share a Coke’ campaign to unlock a business opportunity and exceeding all objectives. The “Share a Real Feeling” campaign enabled teens to overcome barriers to express their real feelings to others via “Cans of Expression”. The campaign went far beyond the name-printing mechanic of Share a Coke by adding common words that expressed positive and complimentary feelings, letting Thai teens form ideas and statements they could express to each other. Enabling teens to overcome their barriers to expression feeling helped Coke over-achieved their objectives in two main important metrics: Increasing teen’s Brand Preference by 11.8%, and achieving 50% cola market share, which widened by almost 100% the gap with Pepsi compared to 2012 and 2013.
CAMPAIGN
How Video Stamp sold emotion through technology
AGENCY
Clemenger BBDO Melbourne
CLIENT
Australia Post
BRAND
Australia Post
DETAILS
CAMPAIGN SUMMARY
[CONFIDENTIAL]
CAMPAIGN
SingTel's Hawker Heroes
AGENCY
BBDO Singapore
CLIENT
Singapore Telecommunications
BRAND
SingTel
DETAILS
SingTel was losing touch with Singaporeans, and the key measure of brand and business health – Brand Consideration – was falling dramatically. To reconnect with the country’s citizens, we had to identify a passion that all Singaporeans could rally behind, around which SingTel could create a positive national conversation through digital and social media. That passion was Singaporean Hawker Food, a street food culture that was under threat from the forces of modernisation and globalisation. With SingTel we created a campaign of digital branded content, experiences and conversations, with which Singaporeans could engage and demonstrate their pride and passion for Hawker Food. We created Hawker Heroes, a platform whereby Singaporeans could vote for their favourite Hawker stall owner through a variety of digital, mobile and interactive media. We then challenged the world famous chef Gordon Ramsay to come to Singapore to see if he could cook these dishes better than our local Hawkers. The digital and social conversation ignited the passions of Singaporeans. Record numbers of people participated in the campaign, increasing Brand Consideration by 48%. The government entered SingTel Hawker Heroes into the official National archive to commemorate “an event of national and cultural significance”.
CAMPAIGN
David Jones Denim
AGENCY
Isobar Australia
CLIENT
David Jones
BRAND
David Jones Denim
DETAILS
In an extremely challenging retail environment David Jones – Australia’s oldest department store – needed to re-ignite growth in their denim category. Faced with declining sales and low consumer confidence our challenge was to increase denim sales both in-store and online. A series of campaign objectives were agreed upon to help achieve this goal: - Create a denim campaign that would help David Jones re-connect with a younger demographic (men and women 18-35) - Raise awareness of the extensive range of denim brands available at David Jones - Increase online reach and engagement with our core demographic - Increase sales online and in-store The results were outstanding, over three weeks the the campaign helped increase online denim sales by 550% and in-store denim sales by 80% (David Jones analytics and sales figures)
CAMPAIGN
Curve
AGENCY
Fred & Farid Shanghai
CLIENT
Porsche (China) Motors
BRAND
Porsche (China) Motors Ltd.
DETAILS
Porsche, as a luxury auto brand, has very low budget in terms of marketing spending. We also had the challenge to stay luxury but at the same time viral on digital. We need maximize the awareness of the New Cayman Launch and deliver the message that this car model performs best at curves on a race track because of its “mid-engine”, under the budget of 15000 US Dollars. We launched a series of digital operation to trigger different online communities’ attention, and deliver the message: that “curves are more exciting than straight lines”.
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