Integrated Marketing Campaign

The Shortlist
CAMPAIGN
FutureChild
AGENCY
MullenLowe
CLIENT
Hindustan Unilever
BRAND
Lifebuoy #HelpAChildReach5
RESULT
Credited

MullenLowe Linas Group / MullenLowe Singapore
Team MullenLowe

Unilever Singapore
Kartik Chandershekar

MullenLowe SSP3 Columbia
Team MullenLowe SSP3

Hindustan Unilever India
Samir Singh
DETAILS
~ Confidential ~
CAMPAIGN
Guinness Batik Campaign
AGENCY
BBDO and Proximity Indonesia
CLIENT
Diageo
BRAND
Guinness
DETAILS
The commercial and brand health of Guinness in Indonesia was under considerable regulatory and competitor pressure.  For three years running, we were losing large chunks of market share in the all-important end of year period. 
 
In order to deliver growth back into Guinness and introduce it successfully to a new generation of beer drinkers, we needed to overhaul the strategic and creative expression of Guinness. 
 
Using the idea of “unity in diversity”, and the visual language of contemporary Batik design we refreshed the visual identity of Guinness beyond the conventional beer codes, and aligned the brand with a powerful feeling of national pride that is emerging among the new generation of connected, experience-seeking male Indonesians.   
 
With a tightly-integrated campaign that involved pack design, film, experiential, social and trade activation channels, we were able to generate impact, fame and market share that far exceeded norms and expectations.  
CAMPAIGN
House of Little Moments
AGENCY
ADK Taiwan
CLIENT
Uni-President
BRAND
Uni Noodle
DETAILS
Since established in 1971, Uni-Noodle has preserved the goodness in its noodles with very little flavouring and led Taiwanese instant noodles market. But in recent years, competitors start to create variety with loads of condiments, being the leading brand does present its challenges. The existing consumers may appreciate Uni-Noodleís taste, but feel it lacks a sense of newness. The younger generations do not feel emotionally connected with Uni-Noodle. Hence, it presents our challenges as how to re-create the product value and rejuvenate the brand image. We took the advantage of the plain flavour of Uni-Noodle to invent various creative Uni-Noodle fusion recipes based on moods. Then, we created a fictional noodle shop, the ìHouse of Little Momentsî, as the background in our story and filmed a micro movie series. The owner of the noodle shop, who is as old as the brand, makes fusion Uni-Noodle recipes that are inspired by customersí moods. By doing so, we were able to tell consumers that Uni-Noodle can not only be seasoned with ingredients, but also be flavoured by moods. The micro movie series got over 8.7 million views on YouTube within 3 months(Source: social media reporting tools). The sales increased by 37%(Source: client data). We even opened a real ìHouse of Little Momentsî due to the positive responses. Now, Uni-Noodle doesnít only symbolize simple, delicious instant noodles, but has evolved into a mood-expressing food brand.
CAMPAIGN
Huggies Dance Club
AGENCY
Ogilvy & Mather
CLIENT
Kimberly Clark
BRAND
Huggies
DETAILS
~ Confidential ~
CAMPAIGN
Invisible Darkness
AGENCY
SoHo Square Marketing
CLIENT
Chevron
BRAND
Techron
DETAILS
Chevron, a leading global fuel company, planned to launch a fuel additives brand, Techron, in China. They approached us for a “disruptive go-to-market” strategy in China where the fuel additives market is dominated by over hundreds of local brands, whose product benefits and propositions are never clearly substantiated and most of the consumers don’t feel the urgency in the problem fuel additives are designed to fix.
 
To find a breakthrough point for Techron to enter the market, we proposed to find truth and opportunities through social buzz which including the most popular micro blog site in China, 86 industry vertical sites (both country wide and regional wide) and 15 wiki typed Q&A websites. We wanted to get deep insight to identify the target audience’s needs and intention of the car maintenance category, and then translate the insight into a campaign idea for Techron brand official launch event in China to make car owners realize fuel additives are necessary.
 
During the data analysis, “Carbon deposit problem” was identified as a major category opportunity that made existing consumers willing to try fuel additives to solve the problem.
 
In order to act on the consumer insights effectively, we created an “invisible darkness” art exhibition to visualize the intangible and invisible. 
 
The “Invisible Darkness” offline exhibition attracted a big online and offline target audience. Over 80 million ad impressions and it was estimated that more than 10 million car owners were exposed. Over 485 million impressions on social posts and 234,000 teaser video views were achieved. The engagement rate on campaign site reached 55%, five times improved from the same time from previous month. 
CAMPAIGN
Restaurant Australia
AGENCY
Clemenger BBDO
CLIENT
Tourism Australia
BRAND
Australia
DETAILS
Australia is on most-people’s bucket lists.   With-its-fascinating wildlife, stunning-and-diverse-natural scenery-and warm, welcoming people, we’re consistently high on-people’s ‘do-before I die’-agendas.
 
Bucket-lists-are-great-for-people, but-not-so good for tourism organisations, who rely on actual visits and actual money, rather than wishful thinking.   We need to get Australia on the ‘to do, right now’ list.  
 
But that job is getting harder every year.  
 
Competitor tourism boards are increasingly organized, sophisticated and aggressive.  
 
And our global audience are increasingly demanding – often revelling in the apparent sophistication of Europe and America, assuming that Australia is just a pretty face.
 
This case study shows how we found a way to get people to visit today, not someday.
 
We did this by unearthing an entirely new reason to visit - our food and wine.  By showing that we could mix it with the culinary powerhouses of the world, we not only increased visitor numbers, but we unlocked a lucrative source of all-important revenue.
 
In the process, we: 
 
• galvanized a vast array of internal stakeholders.
• summarised the eclectic subject matter with brutal simplicity.
• executed it with flexibility.
• deployed it with rigorous discipline, starting with internal sell-in and culminating in the mother of all activations.
 
Ultimately, we rebranded Australia as the greatest restaurant on earth, and managed to exceed our already tough visitor expenditure targets by $49m (source: IVS 2015).
CAMPAIGN
Uncle Sim's So Simple Tips
AGENCY
BBDO
CLIENT
Visa
BRAND
Visa
DETAILS
Visa payWave is a contactless payment method that allows Visa cardholders to “wave and go” on transactions less than $100. By taking away the need for signatures on these smaller transactions, Visa managed to gain entry to a new tier of spending – the world of transactions that are less than $50 in value.
 
Based on research that was conducted by Visa on the payments landscape in Singapore, card payments account for nearly half of payment volume in Singapore. But with a deep-dive into the tier of small transactions less than $50 in value, the picture changes significantly. Here, cash still takes up majority of transactions, peaking at 62% of transactions between $11 and $20. 
 
 (Source: Visa Consumer Payment Landscape Singapore, 2015)
 
We know that respondents from research were able to easily articulate the benefits of using Visa payWave; everyone recognised that it was a modern and faster mode of payment because that was how the brand had positioned it (Source: Visa payWave Regional Debrief, 2013). And yet, they were still defaulting to the use of cash for their small transactions because they saw it as a familiar and practical form of payment for their everyday lives.
 
To get people to switch from cash to Visa payWave, we had to reframe our communications so it puts the benefits of Visa payWave in the context of Singaporeans’ fundamental attitudes towards cash. We had to challenge their perceptions of cash and present Visa payWave as the better alternative. 
The Challenge: How can Visa convince Singaporeans to switch from cash to Visa payWave by addressing the problem from the context of their fundamental values and attitudes towards cash?
 
CAMPAIGN
Visa The Voice
AGENCY
BBDO and Proximity
CLIENT
Visa Information System
BRAND
Visa
DETAILS
Over 130 million* Chinese will travel abroad in the coming year. As these tourists collectively spend an estimated US$229 billion** during their trips, they will likely be using a credit card powered by government-owned China Union Pay instead of foreign mainstays like VISA (sources: HSBC, Global AEA Tracking Study). 
 
To get them to use VISA, we acknowledged the embarrassment caused by the bad behaviour of many Chinese tourists abroad (e.g., unruly, defecating in historical sites, vandalizing ancient monuments) which were immediately reported by both the news and social media sites around the world - creating a humiliating stereotype of Chinese tourists. The situation got so embarrassing, Chinese authorities issued a 63-page ‘Guidebook for Civilized Tourism’ to its citizens.
 
VISA’s ‘The Voice” campaign did more than just market a better credit card. Instead, it gave young Chinese travellers a platform to challenge these negative stereotypes. It also made innovative use of mobile technology and retail partnerships to enable a “new way” of travel which better reflected the new Chinese generation’s growing sophistication.
 
The campaign immediately gave “face” to a proud nation. The campaign successfully engaged 100 million young Chinese in just 2 weeks. Although we spent 34% less on media than China Union Pay, VISA grew +63% faster** than total outbound spending as a whole – enabling the brand to gain share over the local giant. 
 
Sources: *China National Tourism Administration, **HSBC
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