Marketing Campaign for National Brand Development

The Shortlist
CAMPAIGN
Coca-Cola: A New Beginning
AGENCY
Ki Saigon
CLIENT
Coca-Cola
BRAND
Non Alcoholic Beverage
DETAILS
In a campaign to mark the lunar new year in Vietnam, Coca-Cola set out to intervene in a family feud between a man and his brother. We identified a story on social media that fit with the campaign theme of "new beginnings”
 
A girl named Thao wished that her father and uncle could watch the annual new year (Tet) fireworks together, as they had done every year, until two years ago, when they had a falling out.
We worked with Thao over several weeks to recreate scenes from the brothers' childhood, working from old photographs and stories. The result was a film that was staged at a movie theatre where, each unaware that the other was there.
 
And the result had the nation reaching for the tissues. This is story of how we created a multi-media campaign that took the nation on this emotional journey.
 
•      This campaign bought back - Coca-Cola to the top spot of being the most loved brand.
•      The communication was rated the best of the best by MIllward Brown.
•      This campaign beat the competition in all parameters, arrested the brand’s decline in 2016 and put the brand in an upward momentum for the new year.
CAMPAIGN
Defeating Exam Hunger
AGENCY
BBDO and Proximity China
CLIENT
Mars Food China
BRAND
Snickers
DETAILS
Each year, for over 9 million teenagers in China, there is nothing more life defining, yet more gruelling than GaoKao, the infamous National College Entrance Exam; revered and feared in a country obsessed with exams as a means of social mobility.
 
This is the story of how Snickers Chocolate captured the attention of teenagers in China during the GaoKao season, by helping them be on top of their game during the most important challenge they would ever face.
 
The Snickers’ Defeat Exam Hunger campaign in 2016 was instrumental in turning around the fortunes for Snickers in China, after it suffered six months of continuous decline against a softening category and successfully turned sales value growth back into the black.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters