Marketing Campaign for National Brand Development

The Shortlist
CAMPAIGN
3M - Leaves Love In Water
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
3M China PI, Residential Water Business, IBG
BRAND
3M
DETAILS
Two decades of break-neck economic growth has helped hundreds of millions of Chinese join the ranks of the world’s middle class. However, it also left its mark on people’s lives in less desirable ways through environmental degradation, air pollution, and water contamination.
 
Because 36% of Chinese drinking water sources fail the basic quality standard for safety (National Urban Drinking Water Safety Insurance Paper), there are easily over 200-350 brands of water filters on sale in China today.
 
To re-direct people’s attention away from hundreds of other water filter alternatives, 3M focused its marketing efforts on social media -- with the primary aim of elevating the very basic issue of clean/drinkable water (that ordinary people can easily take for granted) into an impactful social phenomenon.
 
Through its “Leaves Love in Water” campaign, 3M created an imaginative mobile game that encouraged people to do something no one has ever done before: to “pass on” clean/drinkable water via their smartphones as an act of love to family and friends.
 
This novel campaign immediately caught the attention of the public, generating 600 million media impressions; and quickly became the hottest branded topic on Sina Weibo (China’s version of Twitter). Consumer participation reached record levels, and viewership of campaign content surpassed our targets 14x. Consequently, 3M water filters’ sales during the campaign rose by 80%.
 
More importantly, we were able to elevate the topic of clean water – from a cheap commodity people usually take for granted, into a powerful social movement.
CAMPAIGN
A Message From Your Future Baby
AGENCY
OMD Hong Kong
CLIENT
Wyeth Nutrition
BRAND
Wyeth Materna
DETAILS
Being a good parent can never be harder in Hong Kong. Small and crowded living spaces, increasing inflation, prolonged working hours as well as the competitive culture made young couples doubt their capability to raise a child. So we gave ourselves a mission to strengthen their determination of building a family and get physically ready, by offering the emotional support and professional nutrition advice they need!
 
Through our simulated parenting experience, young couple could have a first taste of parenthood by interacting with their future baby created. The experience built a profound connection that brought couples and babies closer through interactions could motivate them to start pre-natal preparation and brand recall.

Note: Results are confidential
CAMPAIGN
Castrol Drive On
AGENCY
Lowe Vietnam
CLIENT
Castrol Vietnam
BRAND
Castrol CRB+ Turbo
DETAILS
WHY CASTROL DESERVED THE TIME, RESPECT & MONEY OF THE VIETNAMESE TRUCKING COMMUNITY? 
The commercial vehicle, lube-oil market in Vietnam was going through a transition. The category had exploded with low cost options. All existing players were losing volume & equity. Most of the competitors reacted with price-offs & sampling to regain lost ground. It was a marketing graveyard. Castrol, the market leader in this category, was not immune to this. Our volumes and equity scores were going down & fast. The business was at risk & it was imperative to stop this.
 
Instead of resorting to short term tactics, Castrol needed to lay a foundation for long term engagement with the target audience – the Vietnamese truck driver. We needed to educate them about the benefits Castrol in a sustainable, effective & interesting manner.
 
THE PROBLEM: THE VIETNAMESE TRUCK DRIVER IS A ROLLING STONE
The Vietnamese trucker is a rugged, short attention spanned man. To make ends meet, he has to be on the road for almost 18 hours a day for more than 20 days a month. So, how do we reach our target audience that is always unstill? More importantly, how do we earn his attention? 
 
This is a story of how Castrol used ‘technology’ & introduced ‘empathy’ in the category to create a direct relation with the driver. Our multimedia campaign – ‘Castrol Journey together’ created a community for the lonely trucker, who was on-the-road. For the first time, a lube-oil brand treated the Vietnamese trucker with respect, in a relevant & meaningful way.
 
Castrol was the only brand in the category to grow its advocacy score by +11 points, HIGHER THAN ANY OTHER PLAYER IN THE CATEGORY
 
Castrol didn’t only stem the loss of volume, but grew its share by 7% while ALL other players remained stagnant & Castrol was grew double than the category (+3%)
 
A total of 3,840,000 litres of the product was sold – that is equal to filling the entire fuel tank of sixteen 747-400ER jumbo jets. 
 
CAMPAIGN
Lace It Up
AGENCY
Mindshare
CLIENT
Youth Off The Streets
BRAND
Youth Off The Streets
DETAILS
Australia – They call it the Lucky Country.

Sadly though -  over 47,000 Australians under the age of 25 are homeless every night.

Youth Off The Streets has provided accommodation, rehabilitation and education for disadvantaged youth for over 23 years. In 2013 they asked us to help them reach school children - as an important audience to arrest declining donations. But with the emotional reality of youth homelessness being foreign to most school kids - we needed to create empathy to drive action, rather than rely on the traditional charity methods.
 
An Insight Uncovered on the Streets.
It was late one night  - that the cold reality of being homeless revealed itself: homeless youth sleep with their shoes on, for fear of them being stolen.
 
When Homeless Kids Go to Sleep They Don’t Untie Their Laces.
School children take off their shoes routinely every day – so to create a connection we created a new media channel -  Blue, branded shoelaces to get our message into this moment of unconscious privilege. To kick off we gave laces to key influencers - encouraging them to get creative and lace it up their own way – then upload their photos with the hashtag and call to action.

#laceitup
Laces quickly started selling through the charity’s website.
The campaign quickly went beyond the school gates.
Lace it up became the official symbol of youth homelessness - with the blue laces making it to the floor of Parliament during National Homelessness Week.
Lace it up had become central to the homelessness conversation - and connecting the community.
Earned media reached more than 1.4 million Australians ad most importantly - lace it up delivered an increase of over 125% in donations.
 
With the money raised, Youth Off The Streets can:
·         Offer over 250 nights of crisis accommodation;
·         Deliver  over 500 weeks of learning at its high schools;
·         Supply warm clothing for 1000 disadvantaged youth;
·         Provide more than 5 years worth of counselling, family support and rehabilitation.
 
For the young people on the streets, this means an opportunity to have a safe place to sleep and untie their laces.
CAMPAIGN
Making Kan Khajura Tesan a Habit
AGENCY
Lowe Lintas + Partners, India
CLIENT
Hindustan Unilever Limited
BRAND
Kan Khajura Tesan
DETAILS
The overall objective for Unilever, was to educate consumers who lived in media dark geographies about their brands. With no electricity for 8-10 hours every day, this couldn’t be done using traditional media like TV and Radio. Kan Khajura Station was an answer to address this problem. 
 
By transforming their rudimentary mobile phones, we were able to give them something they didn’t have- THE KAN KHAJURA STATION- A 15 minute free, on-demand, entertainment channel that worked with just a missed call. 
 
To popularize it, we also tied up with some of the popular upcoming Bollywood movies. For a country that craves for entertainment, providing the same entertainment on Kan Khajura Tesan to the masses even before the movie releases on big screen was a big draw. Besides Bollywood, we also have some RJ speak and radio Properties/series that keep listeners coming back for more week on week every week.
 
CAMPAIGN
NeighboursFirst.SG - Your Neighbourhood. Redefined.
AGENCY
Havas Media
CLIENT
DBS
BRAND
POSB
DETAILS
In mid 2013, POSB Bank, the 137-year old Singaporean institution was experiencing a challenging situation – there was a consistent drop in their brand engagement scores over several quarters. This was not acceptable for this most penetrated people’s bank. The perception of POSB skews toward being a bank for the older generation, isolating the brand from a younger audience.  There was a need to refresh their positioning and connect with the youth.  
 
The NeighboursFirst.SG campaign gave this iconic brand a new voice and image via sharing the narratives of the neighbourhood in the digital space. Through content and social engagement, POSB was able to retain its heritage and yet connect with Millennials. More importantly, NeighboursFrst.SG helped spark a new sense of neighbourliness around the neighbourhood. 
 
NeighboursFirst.SG exceeded targets in paid, owned, and earned media via this digital strategy.
Paid Media outperformed industry benchmarks by 92% on Facebook, 25% on Youtube, 44% on Yahoo, and 70% on Outbrain. 
Owned media: The website traffic exceeded target by 123%
Earned Media: Social interactions increased by 123%. Engagement on Facebook was exceeded by 225%. Facebook fans increased by 41.69% - exceeding target by 266%. 
PR generated SGD 460,000 of earned media and counting – 235% more than the media budget.
 
CAMPAIGN
Trash to Treasure: Upcycling Design
AGENCY
Edelman
CLIENT
Volvo Construction Equipment
BRAND
Volvo Construction Equipment
DETAILS
As the China construction machinery industry suffered from overcapacity and the country faced mounting environmental problems, Volvo Construction Equipment (Volvo CE) carried out its “Trash to Treasure” Up-Cycling Design Arts Campaign to bring its core environmental values to life both for the industry and the general public.
 
“Trash to Treasure” was a completely new endeavour not just for Volvo, but for the entire industry. It invited the public to transform Volvo CE’s scrap parts into art pieces, igniting public appreciation for both design and recycling. The campaign ended with the art pieces put on display at an exhibition and ceremony shared across experiential, traditional, social and digital channels.
 
The campaign resulted in an increased share of the brand’s online voice; far reaching PR, social and digital mileage; a high return on investment; and improved brand perception across a wide range of stakeholders both within and beyond the industry. 
Partners
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