Marketing Campaign for National Brand Development

The Shortlist
CAMPAIGN
A for Anthem
AGENCY
Ogilvy & Mather
CLIENT
The Akanksha Foundation
BRAND
The Akanksha Foundation
DETAILS
A bigger problem than illiteracy? Getting a non-altruistic society to lend a hand. ‘Akanksha', an education NGO needed quality teachers and substantial applicants but at Zero Media Budgets. How do we compel interested but dormant TG to apply?
For inspiration, we went back to the product- Akanksha Kids! They taught us something - that most Indians didn't know-the meaning of our national anthem! The execution was an online video that was so endearing that TV channels aired it for free. Teacher applications at Akanksha increased by 80%.
CAMPAIGN
Ariel - Share The Load
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focussing its attention on the cultural stain of gender inequality.
For years the brand had lead India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaigns, Ariel needed to respond to stay on top.
 
We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue.

Share the Load wasn’t just a new idea for the brand; it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. It challenged men to liberate women from the obligation of doing the laundry to show that women should be treated as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home.
Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes. 

The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity. Thanks to the resulting increase in brand relevance parameters and purchase intent, Ariel enjoyed a remarkable 60% value share increase.
CAMPAIGN
Fast internet is a force for good
AGENCY
Ogilvy & Mather
CLIENT
Vodafone
BRAND
Vodafone
DETAILS
In 2015, Vodafone India lost leadership in the 3G services category. To win back leadership, Vodafone built the fastest 3G network in the country. This was launched with the Speed is good campaign at the 2015 IPL that demonstrated how fast internet could be a force for good. The campaign helped Vodafone regain its 3G leadership by increasing its 3G market share and adding the maximum number of 3G subscribers during the campaign period.
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 ìunity in diversityî, 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
MasterCard Digital & E-Commerce Engine - A Revolutionary Convergence
AGENCY
Digital Arts Network
CLIENT
MasterCard
BRAND
MasterCard
DETAILS
India has the second biggest population in the world, over a quarter of which uses the Internet on a regular basis (350 million). It has 134 million active social media users spending more than 2.5 hours every day accessing mostly Facebook (which is higher than the average time spent watching TV every day). While footfall in brick and mortar retail is seeing harsh annual declines, the eCommerce industry will see a 72% increase in average annual spending on online purchases per individual in 2016 and will cross the US$100-billion mark in value by 2020. 
 
This case study will show how we revolutionised a 50-year-old brand’s approach to its consumer-led business - a new system that has delivered record-breaking, industry-smashing business and engagement results. Introducing MasterCard’s Digital and eCommerce Engine.  
CAMPAIGN
Power to migrants
AGENCY
Ogilvy & Mather
CLIENT
Vodafone m-pesa
BRAND
Vodafone m-pesa
DETAILS
In 2014, Vodafone launched a mobile money transfer solution called M-Pesa, targeting the vast unbanked migrant population of India. After a promising quarter post the launch, M-Pesaís KPIs began to plummet. In 2015, changing our positioning to ëempowering migrants to remit money convenientlyí helped us increase relevance and make consumers shift from conventional forms of money transfer and banks. Not only did we arrest the dip, but our revenue increased by 80% within 2 quarters.
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
Partners
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