Media Innovation

The Shortlist
CAMPAIGN
A Story of how a Bottle Cap brought nature into the lives of kids
AGENCY
Mindshare
CLIENT
Hindustan Unilever Limited
BRAND
Kissan
DETAILS
Kissan (farmer) carries heritage associations within the ketchup category in India. For years, the brand has partnered with mothers to ensure that their children are fed delicious yet wholesome food which is loved and not shoved.
 
However, increasing commoditization within the ketchup category was causing Kissan to lose consideration amongst consumers as better quality ingredients in Kissan necessitated higher than market pricing.
 
Consumers attribute the quality of ketchup to the quality of tomatoes that make it. Hence, marketing objective was to drive conviction in our product truth - “made from sun ripened real tomatoes” to drive preference for the brand. 
 
We also knew that it could not be done with mere awareness of the claim but actual experience of it.
Getting consumers to experience real and natural in a concrete world meant that we had to bring the experience to the consumer right where they were.
 
Welcome to Kissanpur (Farmer’s land) – where what you grow is what you eat. An idea that inspired 20,000 sq ft of real farm (yes a real farm!) to crop up right in the middle of concretized city along with millions of little farms in urban homes via print, digital, product and experiential events.
 
Kissanpur overwhelmed the consumers so much that it led to Kissan growing at 2.5X the category growth rate and endorsement on “made from sun ripened tomatoes” and “made from quality ingredients” grew by 1600 bps and 300 bps respectively.
 
CAMPAIGN
Kan Khajura Tesan
AGENCY
PHD India
CLIENT
Hindustan Unilever
BRAND
Kan Khajura Tesan
DETAILS
Kan Khajura Tesan (KKT) is a unique media channel that resides on the one device that is omnipresent even in the most media dark areas of the country; mobile phone. Media dark refers to regions where the ratios of entertainment options (TV, print, radio) are low compared to rest of the country. In such markets, marketers battle for ad space on limited mediums.
 
Last year KKT brought a communication revolution in these markets by creating a single number that provided always on, on demand and free entertainment. HUL adverts were integrated with the content. With the help of KKT, Hindustan Unilever (HUL) has broken the cycle of the share of voice battle in these markets.
 
This year KKT focussed on intelligent analysis of platform interaction data to create enhanced user experiences, dynamic content delivery and customized programming capsules.
 
KKT now boasts of a 32 million and growing subscriber base, and over 300 million ad impressions that have been successfully delivered.
CAMPAIGN
Find Your Reason to Smile
AGENCY
PHD Media
CLIENT
Unilever
BRAND
Zhonghua
DETAILS
You would think a country that has become the second largest economy in the world would have plenty to smile about?
 
While China’s rapid economic development has lifted millions out of poverty, it has come at a cost – People in China are just not as happy as they used to be. 
 
Our audience of young post 80’s urban Chinese have spent most of their lives striving for success in an ever-competitive landscape. The result?  While material wealth has improved living environments, it has not necessarily improved quality of life.  Our stressed out younger urban Chinese audience feel they have less reasons to smile.
 
Using mobile and integrated content we helped our audience find their reason to smile, re-energising their perception of Zhonghua and transforming the business along the way. 
CAMPAIGN
IKEA Catalogue Launch - 'Results by Design'
AGENCY
Match Media
CLIENT
IKEA
BRAND
IKEA Catalogue Launch
DETAILS
Printed more times than The Bible, with 212 million copies in 29 languages, the annual IKEA catalogue sets the tone for success in IKEA’s new financial year. It’s the first launch point for new products and sets the scene for upcoming product communications.
 
However, people were no longer opening their catalogues. Recall had steadily declined hitting a record low in 2013.
 
Our challenge: encourage consumers to engage with an old-school medium in a digital world.
 
In leveraging digital and mobile technologies to re-invigorate the letterbox, we took a dual approach:
1) Deliver engaging content prior to the Catalogue Drop to create hype, anticipation…and if we could, even a little intrigue!
2) Follow up with reminder messaging via mobile using sophisticated targeting, alerting consumers of the catalogues arrival.
 
First, we developed a content series around Kiss 106.5’s cheeky talent, Rosso (a famous Australian comedian), featuring a beanbag chair he “designed” called the ROSSÖ. The content revolved around his mission to have it included in the FY15 IKEA catalogue.
 
Amidst the chaos that ROSSÖ was stirring up, our walkers were busy distributing catalogues; meanwhile we were accessing catalogue distributor data…in real-time!
 
Working with a mobile provider and the catalogue distributer, we mobile-targeted advertising the second the IKEA catalogue dropped in a distribution area ensuring people would look out for it.
 
The results…
•Increase of 29% in footfall through stores
•30% lift in unaided recall of catalogue
•Engagement with the mobile ad demonstrated users were 40x more likely to visit the store
 
And we delivered IKEA’s best ever sales in its Australian history!
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
Love In 8 Seconds
AGENCY
PHD Media
CLIENT
Unilever
BRAND
Cornetto
DETAILS
Over the past 4 years, Cornetto has more than doubled its business to become market leader. Much of the brand’s success stems online digital content franchise “Dive Into Love” started in 2011 and continuing every year. In 2011 the campaign started as online only and micro movie drama series only. By 2013 Mobile video as reach multiplier was added. And by 2014, with the explosion in Mobile usage for social sharing, self expression and communication, Cornetto went beyond simply inspiring it's audience to enabling them to express love. 
Partners
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