Integrated Marketing Campaign

The Shortlist
CAMPAIGN
Adidas Z.N.E
AGENCY
BBDO and Proximity China
CLIENT
Adidas
BRAND
Adidas Z.N.E, Increase awareness
DETAILS
China has been a ‘”must-win” market especially for sports brands these days as more and more Chinese consumers are embracing a healthy lifestyle that involves sports and fitness. In a category that puts physical performance on a pedestal, Adidas, however, is more recognized as an athleisure brand. The challenge here is how to alter consumers’ perception of adidas from an athleisure brand to a professional sports performance brand.
 
This time with the Z.N.E collection, adidas stood out versus Nike and up-and-coming Under Armour by celebrating a different human value that people aspire for in this always-on world: focus. Our strategy made consumers get fully involved in the entire discussion of “finding focus” from both offline and online platforms. One week after our campaign, the merchandised adidas product sold 10x more than adidas sales norms, and ran out of stock within a week from launch.
CAMPAIGN
How the world met Graham
AGENCY
Clemenger BBDO
CLIENT
Transport Accident Commission (TAC) Victoria
BRAND
Road safety awareness
DETAILS
The Transport Accident Commission of Victoria, Australia wanted to start a conversation about our physical vulnerability to road trauma. Problem is, Victorians don’t want to talk about it.
 
We provoked them with ‘Graham’, a lifelike sculpture that shows how the human body would have to change to survive a car crash. As a meeting point of art, science and road safety, ‘Graham’ became an educational tool to learn about our vulnerabilities in person, online, and in the news.
 
‘Graham’ was an overnight success with his iconic form seen on news and diverse publishers across the world; helping prompt a global conversation about our vulnerability to road trauma.
He earned $25 million in media coverage and is a memorable road safety message for Victorians.
CAMPAIGN
The Give Registry
AGENCY
Clemenger BBDO
CLIENT
Myer
BRAND
Department store
DETAILS
The Myer Give Registry is an innovative Corporate Giving initiative that’s driving a significant retail return. In a world where Corporate Giving and CSR are ‘in vogue’, the Give Registry is a best-practise case study for how to deliver big brand impact, drive incremental sales and make a genuine difference without breaking the bank. It’s creatively brave, emotionally engaging, delivered increased store-visitation, increased average spend-per-customer and drove a host of reputational benefits. It captured the imagination of customers and employees alike, and will leave a lasting legacy in the fight against Family Violence.
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%.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters