Integrated Marketing Campaign

Silver
CAMPAIGN
AIA - Real Life Never Stops
AGENCY
TBWAHong Kong
CLIENT
AIA Group
BRAND
AIA
DETAILS
CAMPAIGN SUMMARY

REDEFINING AIA ACROSS DISCIPLINES TO DELIVER RECORD BUSINESS RETURN                                            
 
CHALLENGE
CONSIDERATION PROBLEM DUE TO A CONVOLUTED PAST
 
As one of the world’s leading insurers, AIA had high awareness but low consideration. This consideration problem has constrained much-needed business growth.
 
This problem was caused by confusion towards the brand. It has often been mixed up with other brands, including AIG. Such associations have been costly.
 
To drive business growth, it was critical to all unify all 15 local markets with a redefinition of what the brand stood for.
 
 
STRATEGY
A CULTURAL INSIGHT THAT GALVANIZES ASIA
 
Life in Asia has become more unpredictable. Despite that, Asians face ups and downs with optimism, time and time again.
 
AIA chose to let their brand become a beacon of optimism amidst the realities of life.
 
This fits naturally with AIA’s core business – by protecting and preparing people for their life’s journeys, AIA helps them be optimistic.
 
REAL LIFE NEVER STOPS
18-CHANNEL REGIONAL ORCHESTRATION – BROKE RECORDS IN JUST 6 MONTHS
 
CAMPAIGN
Xbox One Racing - Conquer the Mountain
AGENCY
The Spaceship
CLIENT
Microsoft
BRAND
Xbox One
DETAILS
CAMPAIGN SUMMARY
Our task was to launch Xbox One and outsell rival PlayStation (who held strong pole position) in the biggest console launch in history. We needed a compelling point of difference to demonstrate that Xbox One is the must-have gaming experience. Xbox’s exclusive marquee game - Forza Motorsports 5 – had a release date coinciding with Xbox One, giving us a chance to engage a new audience of motorsports lovers, and bring the unparalleled reality of Xbox One to life.
 
Every one of Australia’s 2.2 million motorsports lovers harbour a (often unfulfilled) desire to be a race car driver on the iconic and feared Bathurst track. Drawing on the ultra-real experience of Xbox One, we set out to fulfil this desire by destroying the barriers between the gaming world and professional motorsports.
 
Our idea: Let’s create and train a team using Xbox One and then unleash them into the high stakes ‘race that stops the nation’ - Bathurst 1000.
 
We entered a wildcard V8 supercar team into the race. We then trained our international drivers using Xbox One. Successes on the day (top 10 finish) showed car enthusiasts how close Xbox could bring them to being a real race car driver.
 
This activity drove a fully integrated marketing program from TV spots, collaboration with Top Gear and a fully integrated PR, social and digital campaign, including heavy integration into the TV broadcast on race day reaching 2 million motorsports fans.
 
Xbox One Racing became the most successful launch in Australian gaming history. Australia was the only market where Xbox One outsold PlayStation, by an astounding factor of 2:1.
 
CAMPAIGN
Help A Child Reach 5
AGENCY
Lowe Lintas and Partners
CLIENT
Unilever
BRAND
Lifebuoy
DETAILS
CAMPAIGN SUMMARY
Every year 2 million children under 5 die from preventable infections like diarrhoea and pneumonia. Our problem was that people were unaware of these deaths, or that hand-washing with soap can save lives through disease prevention.  Our challenge was to convince consumers that hand-washing with Lifebuoy could actually save children’s lives. 
 
The innovative idea developed was to adopt the village of ‘Thesgora’, with the highest diarrhoeal incidence in India, and prove that hand-washing with soap can save children’s lives. ‘Help a child reach 5’ was the binding creative idea of the campaign, and using the emotional angle of a child’s 5th birthday, we created a cause to ensure all the children of Thesgora reach 5.  
 
To create mass awareness of our Lifebuoy hand-washing cause, and to mobilize people to share the message and donate, we created a unique online film, Gondappa - the story of father so overcome with joy when the first time a child of his survives the age of 5, he decides to walk on his hands to seek God’s blessing.
 
The campaign's innovative approach of eschewing shock tactics and relying on a human-focused, positive story not only opened people's minds to such avoidable deaths, but also moved them to share it with others, realizing 25 million YouTube views and 16 million pledges. In Thesgora, as a result of our campaign, we saw a 75% reduction in the incidence of diarrhea in children as hand-washing tripled. Globally 2.56 million school children learnt hand washing habits.
Partners
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