Marketing Campaign for National Brand Development

Bronze
CAMPAIGN
adidas Originals #thisisme campaign
AGENCY
TBWA/Shanghai
CLIENT
adidas China
BRAND
adidas Originals
DETAILS
REINFORCE ADIDAS ORIGINALS AS THE PIONEERING SPORTSWEAR BRAND FOR THE STREET IN GREATER CHINA AND DELIVER RECORD BUSINESS RETURN
 
Challenge
FAMILIARITY PROBLEM DUE TO AN UNCLEAR BRAND PERSONALITY
                                                                                 
The Originals brand has high brand awareness but the conversion to familiarity and ultimately, purchase intention is low. The challenge of familiarity resulted in the brand not connecting with its consumers clearly.
                                                                    
The challenge was caused by the brand’s constant battle to appeal to the masses while remaining cutting edge. Its image had been built on mainstream celebrity endorsements to achieve commercial mass and therefore the distinct personality of the brand was not cutting through. Thus, consumers often mixed it up with the other adidas brands of Sports Performance and NEO.
                                                                                                                                                   
To drive business growth, it was critical for the brand to express a personality that would have an impact on the market saturated with loud competitors, but also one that the target audience would relate and aspire to.
 
Strategy
A SIMPLE CALL-TO-ACTION THAT INSPIRED INDIVIDUALITY AMONGST YOUTH
 
Individuality has become all the rage across China. But although it has been talked about a lot in recent years, it’s been portrayed using cliché images of bright colors and graffiti walls.
 
Originals chose to challenge how individuality was being portrayed and become a brand that celebrated an individuality that many would ridicule and criticize.
 
It fit with the brand’s mission to celebrate and empower originality.
 
#THISISME                                                                           
BREAKING RECORDS AND SENDING SHOCKWAVES ACROSS CHINA AND THE WORLD IN 31 DAYS
 
Objectives Results
1. Grow Net Sales Value -  Footwear: Grew 78% YoY Aug-Sep
-  Apparel: Grew 53% YoY Aug-Sep
-  Brand Share: Grew 1% YoY Full-Year
-  Highest growth within adidas
-  2nd highest growth in category
2. Grow Brand Familiarity -  Grew 4% (Source: Millward Brown)
3. Grow Purchase Intention -  Grew 4%
-  61% of purchasers cited the campaign as their reason for choosing the brand (Source: Millward Brown)
4. Establish Personality in Brand Perception -  “Has Personality” grew 12% (while Nike fell 8%)
-   “Cutting-edge” grew 6% (while Nike fell 3%)
-  “Unique” grew 5% (while Nike fell 14%)
5. Demonstrate ROI -  36.2% ROI
-  Compared to 31% ROI of previous year’s run of global-produced campaign
 
CAMPAIGN
Lyric Coke
AGENCY
Isobar China group
CLIENT
Coca-Cola
BRAND
Coca-Cola
DETAILS
The brief asked for an idea that would excite people in China and get them to share a Coke. Previous Coca-Cola campaigns that played with packaging, like putting someone’s a name on a bottle, lacked the emotional depth to stand out in a category that has over 1,100 competitive brands shouting for attention. The audience was familiar with the brand, but needed new reasons to purchase in a cluttered category.
 
Young Chinese people often have difficulty sharing their emotions openly, so the strategy was to harness the emotional power of music to let young people express themselves in the act of sharing a Coke.
 
The idea was to put the lyrics of famous Chinese songs on Coca-Cola packaging.  Each lyric was selected from the ‘hook’ of the song, the most memorable and emotionally charged section of the song.  For instance, the line “I will always love you.” from the song of the same title would appear on packaging.
 
By sharing an “I will always love you.” Coke in the real world or digitally, our audience could share a drink with a friend and also express the deeper emotion encapsulated in the lyric.
 
CAMPAIGN
Tata Tea - Power of 49
AGENCY
Lowe Lintas + Partners, India
CLIENT
Tata Global Beverages Ltd.
BRAND
Tata Tea
DETAILS
Tea is the most consumed hot beverage in India. With a 98% penetration of the market, it is rare to find a household in the country that does not stock tea. Tea is preferred for a host of functional and sensorial benefits such as taste, aroma, refreshment and rejuvenation. And while most brands in the category communicate these generic attribute/benefits to lure the consumers, Tata tea had chosen a different path. In 2006, Tata tea decided to change the codes of category and adopted a strategy that served as a catalyst for social awareness, these attributes were given a higher order benefit – Don’t just wake up, awaken! Ever since, every campaign of Tata Tea has been based on a social issues and awakening. With the chant of Jaago Re!(Don’t just wake up, awaken!) the brand become extremely popular amongst consumers and could find an unique place in their hearts. Over the years Tata Ta has based its communication on various social issues – corruption, education, traffic rules etc.
 
In Tata Tea’s latest campaign, as the nation was getting ready to face the general election 2014, it took the onus of awakening the nation to yet another important issue that confronts almost half the population - women’s empowerment. 
 
It was observed that, ironically, the world’s largest democracy had the lowest representation of women in Parliament, though women contributed to 49% of the population. In addition, overall women participation in the in elections in terms of voting percentage was not encouraging. 
 
So fighting for women’s causes becomes that much harder if women are not able to legislate on those issues. Since representation involves politicians and electoral politics, the challenge was to ensure that politicians support the cause of women’s empowerment and to encourage women to fully participate in the 2014 elections.
CAMPAIGN
Whisper, Touch the Pickle
AGENCY
BBDO India
CLIENT
Procter & Gamble Hygiene & Health Care Limited
BRAND
Whisper
DETAILS
Whisper is a leading sanitary pad brand in India. But in 2012, its key competitor through a new approach reframed the category language and drove conversations that made its brand more newsworthy and relevant to the young urban woman. Whisper felt the heat of this with the slowing sales on Whisper Ultra.
 
We needed to regain sales and relevance by re-asserting a new “contemporary conversation” about periods with young urban women, in a new, socially-interesting, fame generating way.
 
Analysis pointed us to deep rooted period taboos still alive in the 21st century. Taboos that fed a culture of shame that lead to young women growing up with a disgraceful sense of self. Taboos like not going to the temple during their periods, entering the kitchen, and even touching pickles, for fear they would rot with their touch. 
 
‘Touch the Pickle’ was a brave social movement by Whisper that boldly took on the culture of shame propagated through archaic periods taboos. Through an integrated approach, Whisper inspired young women to speak up and challenge these period taboos that hold them back.
 
In doing so, Whisper created a national conversation that got over 2.9 million women to participate and generated over millions in free-media and publicity. With this it also grew key brand relevance parameters and speed up sales.
CAMPAIGN
Visa_Get Lost
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
Visa China
BRAND
Visa
DETAILS
No one today can deny the importance of the US$ 155.5 billion Chinese outbound travel market (China Tourism Academy). Whether one is on Hong Kong’s famed Tsim Sha Shui shopping district or at the Galleries Lafayette in Paris, it is impossible not to notice the throngs of Chinese tourists buying up the latest Prada handbags or having their selfies taken in front of city landmarks – often to the amusement of locals and fellow tourists alike. 
 
And, when this multitude heads to the payment counter, they typically use their China UnionPay card - the Chinese government-owned payment system that is now rivalling global payment brands like Visa.     
 
This is a story about how Visa’s latest campaign got Chinese travellers to re-consider using Visa by challenging the world’s stereotype of Chinese tourists; and portraying an image that is more true to the global-savvy and sophistication of the new/younger generation who are driving the nation forward.
 
The “Visa Get Lost Challenge” called on people to travel in a new way: to go beyond the crowded confines of cliché tourism and retail hotspots, and explore the less beaten path of more culturally-authentic experiences hidden within a city -- with nothing but the comforting reassurance of having a card in their pockets that is truly ‘accepted anywhere they want to be.’
 
This new take on the Chinese traveller captured the aspirations of the new Chinese generation. It generated 9 million views in just 2 week; and propelled Visa to grow 85% faster than total outbound tourism spending. More importantly, it boosted Visa’s brand scores by 23% on a key image attribute China’s young travellers wanted to be more associated with on a personal level – “is globally accepted.”
 
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