Media Innovation

The Shortlist
CAMPAIGN
Changing Room
AGENCY
Beijing Dentsu Advertising
CLIENT
C&A (China)
BRAND
C&A
DETAILS
This is a completely new approach to integrate the CSR, Corporate Social Responsibility, and the core business of the company. Many of the CSR activities are carried out via separate organizations from the company’s core business. C&A, global apparel retailer, was the same. Donations to charities as well as product re-use are running by corporate division detached from C&A’s core business. In this point, C&A brand doesn’t have direct ties with their consumers.
 
Our objective was to create a win-win situation for both sales and donation which are two different types of activities, and to maximize both of them simultaneously. We started a totally new type of campaign for C&A in China for the first time in the world by making the most of digital technology.
 
Young people in big cities of coastal areas in China love sales events, very excited by discounts and reduced prices, and tend to buy more because the sales keep growing. Thus, we focused on the changing room, where last decision is made to purchase or not after checking the clothes. It is the most exciting place for young shoppers and important touchpoint for us. Considering it as the ambient media, we redesigned the changing room, and came up with an approach of transforming young people’s excitement to donation.
 
Our idea was to let the shoppers donate a part of the discount they can get, back to the children who cannot afford warm clothes in cold winter. Shoppers face the children on the monitor when entering into the changing room.
 
 About 3000 people participated the campaign held in December, a popular shopping period for young people, and donated the warm clothes to the children. Sales during the campaign increased. The objectives of both sales and donation have been achieved.
CAMPAIGN
How KFC engaged Malaysia's ëskip generation' using programmatic technology
AGENCY
IPG Mediabrands
CLIENT
QSR Brands (M) Holdings
BRAND
KFC
DETAILS
It's been difficult for KFC to get Millennials to try their burgers with McDonald's dominating brand love. Most KFC burger innovations aren’t attention grabbing and the brand just simply wasn't "I'm lovin’ it" hip.
 
With the launch of KFC’s Hot and Cheezy burger, we wanted to change that.
 
Malaysians youths are fickle foodies thanks to the vast variety in our local cuisine. Just like our changing habits when it comes to food, we had to develop a marketing campaign aligned with what the younger generation liked to view online. 
 
So we decided to use programmatic technology to create brand messaging, by distributing content in a millennial-relevant manner.
 
Our big idea: a Hot & Cheezy burger that spouts cheesy lines inspired by what millennials were searching for on YouTube. Partnering with Google, we developed over a 100 YouTube pre-rolls that delivered a cheesy pick-up line based on the video that was about to be watched. This was a pioneering effort where real-time data was used to both create and distribute content to our audiences. 
Our pre-rolls touched 35% view through rate, breaking the YouTube Malaysia record! Despite being a programmatic campaign, we managed to get, on average, 4X more organic views than previous KFC Malaysia videos.
 
Immediately after the launch of the campaign, 13% more customers visited KFC during the campaign, the highest in 40 months and Hot and Cheezy burger sales increased 16% week-on-week. By the end of the campaign, we not only met sales targets, but outperformed them by 50%. Because of this, KFC grew 20% in market share amongst competitors in the burger category. 
CAMPAIGN
Lucy the Robot
AGENCY
Atomic 212° Group
CLIENT
Double Robotics
BRAND
Double Telepresence Robot
DETAILS
Global technology company, Double Robotics, wanted to launch into the Australian and broader Asian markets with its double telepresence robot. Awareness was extremely low, as was the budget. The company wanted to generate buzz around the brand, with a secondary objective of generating leads. 
 
Insight: Absolute relevance and entertainment drive fanaticism. So we set about finding a fanatical global event to leverage. 
 
We identified the launch of the iPhone 6s and developed an idea to add relevance and entertainment to those fixated on the event. We wanted to piggy-back on the event in a unique way that made consumers and the media welcome us, and our robot. To add a human element, we focused on Lucy, the girl behind the device.
 
‘Lucy the Robot’ was born – we placed the humanoid robot outside the George Street Apple store in Sydney to line up for the global release of the iPhone 6s.  The device waited in queue for two days, and was controlled remotely by Lucy, who added much needed personality. The campaign was driven by outreach, branded content marketing, search marketing and social media. We targeted both consumer and business media, as the campaign had both B2C and B2B components. A microsite was developed to funnel sales leads. 
 
Over a 48 hour period, the campaign was covered globally in over 4,000 news stories, and generated $44m in sales opportunities. The robot was first out the door of the Apple store, meaning the first iPhone 6s was bought by a robot. 
 
CAMPAIGN
MILO Champions Band and App
AGENCY
OgilvyOne Worldwide
CLIENT
NestlÈ
BRAND
Milo
DETAILS
How MILO used innovation to turn Filipino children’s screen habits into healthy habits
 
Filipino kids love their screens. And their increasingly sedentary lifestyle and lack of exercise is leading to real health problems, with childhood obesity increasing compared to the past years. While moms want their kids to be healthy, they simply don’t have the tools to prise them away from their screens.
 
MILO was determined to tackle this problem head on. Its energy proposition and strong sports equity have always made it a champion of learning through sports. But this proposition was losing relevance with screen-obsessed kids and homework-focused moms. Market share had plateaued at 93%. 
 
Through innovation we found a solution both to a real health problem and driving new consideration for the brand.
 
Instead of treating technology as the culprit, we treated it as a solution. 
 
We created the MILO Champions Band and App: wearable technology and a mobile application that ‘gamed up’ kids activity, turning real world activity into rewarding on-screen experience and enabled moms to track the balance of nutrition and activity. We rolled out the technology in our own MILO Summer Sports Clinics, evolving this on-ground asset into a service that earned the appreciation of moms. 
 
MILO got kids active again with physical activity increasing 41%.  Brand perception attributes amongst moms lifted by 13%. Product consideration lifted by an additional 9%. 
 
This initial pilot success has given the brand momentum to scale the project not just nationally but globally with pilots in Australia and Thailand. With the Champions Band and App, MILO’s growth is as secure as a healthier future for kids.
CAMPAIGN
Scoot Matrix
AGENCY
Publicis
CLIENT
Scoot
BRAND
Scoot
DETAILS
~ Confidential ~
CAMPAIGN
The Face of Litter
AGENCY
Ogilvy & Mather Group
CLIENT
Hong Kong CleanUp
BRAND
Hong Kong CleanUp
DETAILS
A staggering 16,000 tons of waste is dumped in Hong Kong each day. Despite heavy penalties, littering remains a citywide problem. 
 
One of the biggest problems in this incredibly law abiding society, is that litter is a faceless crime – if you don’t catch someone red-handed, they go unpunished. 
 
The challenge was in a city as crowded, busy and frenetic as Hong Kong, how do you break through and call this problem to the centre of people’s attention. 
 
Partnering with local initiative Hong Kong CleanUp, on Global Earth Day, with the objective of creating social change to raise awareness about the extent of littering, pinpointing that each of us is responsible to some extent. Giving people a real reason to stop littering, beyond mere social consciousness. Through the campaign, we reminded people that littering is a real crime.
In advance of Earth Day 2015, litter samples were collected from high traffic areas. Samples were sent to Parabon Nanolabs, where DNA was extracted and analysed using SnapShotDNA Phenotyping technology – creating an exacting genetic profile.
Using technology, which traditionally was reserved for high profile crimes, as part of a public service announcement, we placed real importance and focus on the crime of littering.
 
Launching on Earth Day 2015, facial composites appeared as posters and digital screens throughout the city, and most importantly back at the scene of the crime. We identified key MTR stations around Hong Kong to communicate the message, with the millions of commuters travelling through these stations daily, it was the ideal location to target Hong Kongers. 
 
Social media supported the campaign with paid posts and an educational video – creating the ultimate name and shame campaign. Social media was identified as a platform to learn more about the 2015 Initiative, share the video and click through to the Hong Kong CleanUp website, where Hong Kongers could register themselves or teams for the Clean Up days. 
During the 14-day campaign period, the campaign reach over 3.9million people across Social Media, and had a PR advertising value of HK$5million from global media exposure. The 2015 Challenge has been the most successful to date with a record 75,623 participants, which is 1% of the population - who cleaned up an estimated 5,6million pieces of trash, weighing a total of 4.6million kg’s from 2,447km’s of Hong Kong’s coastlines, country parks and urban environments. This participation far exceeds the 50,000 participant goals for 2015.
CAMPAIGN
The Message from The Lungs
AGENCY
BBDO
CLIENT
Thai Health Promotion Foundation
BRAND
Thai Health Promotion Foundation
DETAILS
Despite much media attention, anti-smoking efforts in Thailand were not having their desired effect.  Our analysis showed that previous campaigns had generated strong emotional reactions, but smokers were failing to quit, and numbers of new smokers were not decreasing.  The “mental gap” between the pleasures of smoking a cigarette, and the health dangers of that cigarette still needed closing.  
 
Working with the Thai Health Promotion Foundation, we adopted a new approach. We decided to make the invisible effects of smoking visible, immediate and undeniably repulsive.  And we made this story intriguing enough for influencers, broadcasters and smokers to spread the story. 
 
We transform smokers’ lungs into living media, and create “art” by using the tar in people’s lungs as if it was ink. Lots of black, thick ink. 
 
In cooperation with the Faculty of Medicine, Chulalongkorn University, we extracted black substances from donated smokers’ lungs, and made them into the world’s first Black Lungs Ink. With this creative approach, we were able to drive home the message of smoking’s very real, very negative effects from inside the body, and make it visible and undeniable to everyone. 
 
 
We achieved this by extracting the black tar from smokers’ lungs and creating the world’s first Black Lungs Ink.  With this grim ink, we created art pieces and an exhibition, thereby making the invisible effects of smoking visible, undeniable and disgusting for all who witnessed.  
 
Intention to quit increased by >100% on the basis of a single exposure to this “Message from the Lungs”, and this innovative approach generated publicity over 200x the original investment. 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters