Media Innovation

The Shortlist
CAMPAIGN
The Digital Earth Hour - Creating an Online event, Reaching Millions of People in 1 hour
AGENCY
BBH China
CLIENT
WWF China
BRAND
WWF China
DETAILS
CAMPAIGN SUMMARY

Every year Earth Hour encourages people to turn off their non-essential lights for one hour to raise awareness for climate change.
 
In China, awareness of this Movement is low. Events have been hosted in the past but without the success that the issue deserves. This is due to a sense of apathy towards environmental issues in China.
 
We needed to find a way of reframing the Movement in a way that would be relevant to a Chinese audience. We needed an innovative approach to media.
 
In China, whilst people may not be overly concerned with Environmental Issues, one area they are massively interested in, and spend a lot of time on, is the digital space, particularly social media.
 
This presented a great opportunity – repackage Earth Hour as a virtual event that would create impact and engagement, and do it in a way that doesn't give people a choice in terms of participation.
 
We created the Digital Earth Hour – an online event reaching millions of people in 1 hour.
CAMPAIGN
See the World at Home
AGENCY
OMD Hong Kong
CLIENT
Wyeth Nutrition
BRAND
Wyeth Gold
RESULT
CAMPAIGN SUMMARY

Kids today are growing up in a globalized world that brings a lot of opportunities and also challenges. Many Hong Kong parents see the need to cultivate a “global kid” who are capable in adapting into a multicultural environment. But without the time and travelling expense, learning about the world becomes very difficult. So Wyeth Gold thought if they could inspire parents with a new perspective of learning, they could also help kids in a small city like HK to broaden their knowledge.
 
The campaign “See the World At Home” brought the world to HK children using Wyeth’s "Learning-on-the-go" app where the world landmark flashcards came ALIVE in google streetview. Kids finally got to see other world cities and learn about cultures by exploring their surroundings in 360 degree view of the original environment!    
 
In just 2 months, the App had over 20,000 downloads, from an average of 327 parents a day! 97% agreed the campaign helped kids understand the world. Wyeth’s new user grew by +65%; sales increased +30%; and Return-of-Marketing-Investment was 26:1! For a highly competitive IMF category, Wyeth totally revolutionised children’s learning experience in a way that the competitors had never done before!
 
CAMPAIGN
100 Day Challenge
AGENCY
McCANN Melbourne
CLIENT
Victorian Responsible Gambling Foundation
BRAND
100 Day Challenge
DETAILS
CAMPAIGN SUMMARY
 
Due to the stigma associated with gambling addiction, less than 10% of problem gamblers ever seek help. Our objectives were simple: increase awareness and participation rates in treatment programs.
 
The ugly truth is that the wider community and problem gamblers themselves see gambling not as an addiction but rather a weakness of character. While advertising could raise awareness, it could only go so far in helping problem gamblers feel empowered to seek help.
 
We worked with clinical psychologists to create a new kind of treatment program that was inherently public and social: the 100-Day Challenge, and to promote the program we showed four real problem gamblers taking the challenge, warts and all.
 
The Results.
 
We increased awareness of treatment programs from 10% to 56%, doubling the target of 25%.
 
We increased the number of problem gamblers formally seeking help from 10% to 20%, exceeding our target of 15%.
 
By the end of the campaign, 10% of Victoria’s problem gamblers had signed on to the 100-Day Challenge, effectively doubling treatment participation in the State. Our target? a modest 1%.
 
By creating an inherently public and social treatment program, we dragged gambling addiction out of the shadows and into the light.
CAMPAIGN
ASB Like Loan
AGENCY
Carat New Zealand
CLIENT
ASB Bank
BRAND
ASB Like Loan
DETAILS
CAMPAIGN SUMMARY
[CONFIDENTIAL]
CAMPAIGN
IBM Next Gen CIO
AGENCY
Ogilvy & Mather, Singapore
CLIENT
IBM Corporation
BRAND
IBM
CAMPAIGN
Taking the Gloss off Tourism Marketing with the Remote Control Tourist
AGENCY
Clemenger BBDO Melbourne
CLIENT
Tourism Victoria
BRAND
Melbourne
DETAILS
CAMPAIGN SUMMARY

Destination marketing in Australia could colloquially be described as ‘Tourism porn’.
 
‘Tourism porn’ is a rose-tinted visualisation of a destination:  60 seconds of beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. 
 
However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity.
 
But with success came imitators. And a style that was once unique became more and more clichéd and generic.
 
Not only was the category’s use of channels becoming similar, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control.
 
The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves.  No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.
CAMPAIGN
FootifyFM
AGENCY
Clemenger BBDO Melbourne
CLIENT
National Australia Bank
BRAND
NAB AFL Sponsorship
DETAILS
CAMPAIGN SUMMARY

The Australian Football League (AFL) is one of the most popular sports in Australia, where it is commonly known as ‘footy’. As Australia’s home-grown football code it’s tightly woven into the fabric of culture and deeply embedded in the nation’s consciousness.
 
As a major sponsor of the AFL for over 10 years, the National Australia Bank (NAB) has forged a trusted relationship with the footy community. But as digital technology began to transform the fan’s relationship with the game, NAB recognized it had to evolve its own relationship with footy. 
 
At the start of the 2013 season NAB set out on a unique mission to ‘Footify Australia;’ the cornerstone of which was ‘FootifyFM’ – an ambitious plan to live-stream commentary of the end-of-season Grand Final in 10 languages.
 
With the help of a strong social media strategy, which included recruiting commentators via YouTube, documenting their subsequent journey via social platforms, and facilitating outreach from the commentators into their communities, we built a powerful connection with our audience and achieved over 40,000 streams of the commentary from over 25 countries. 
CAMPAIGN
The First Newspaper That Travelled Through Time
AGENCY
PHD Hong Kong
CLIENT
Hongkong Land
BRAND
Landmark
DETAILS
CAMPAIGN SUMMARY

As Hong Kong’s very FIRST luxury shopping destination, LANDMARK has always symbolized HK people’s quest for craftsmanship, perfection and quality. But the arrival of new shopping malls meant that LANDMARK needed to safeguard its position as THE iconic shopping destination that has always been loved by generations.
 
So we decided to reflect LANDMARK’s 40 years of heritage with HK people’s memories of the past 40 years and turned to a medium that had always informed HK of what’s important – newspapers. Working with prominent newspapers, we dug into the past of HK and LANDMARK’s key milestones and turned these as the cover stories in ‘vintage newspapers’ for modern HK. The newspapers brought back fond memories and the cover stories deeply engaged the emotions of the new and older generations of shoppers in HK.
 
If advertising for luxury brands was about showcasing the supermodels and glamorous settings, LANDMARK challenged the conventional wisdom and appealed to HK by creating the FIRST newspapers that travelled through time (from news of the past, headers to vintage layout) to create a sense of connection to its property, heritage and community.  
CAMPAIGN
The Highest Goal
AGENCY
TBWAHAKUHODO
CLIENT
adidas Japan
BRAND
adidas Football
DETAILS
CAMPAIGN SUMMARY

The final qualifier for the World Cup – a must-win to earn a World Cup berth. As an official sponsor and supplier, adidas Japan wanted to turn the event into an opportunity to make a connection with its audience using the unifying theme of football.
The objective was to create an event that Unites and Engages football fans throughout Japan in support of their national team. During football matches, they rely on their ever-present smartphones to stay connected with each other.
The strategy was to generate dynamic connections among football fans in support of their team. Our solution was an interactive projection 200 meters above the ground in Tokyo on the day of a crucial game for the national team. Fans could use their smartphones to virtually ‘throw in’ a soccer ball towards the projection – a massive video of Japan star forward Shinji Kagawa, projected on the wall of a high-rise building. Kagawa received the ball and made a shot on goal.
 The experience created social media buzz. The event caught the attention of media. The campaign was featured in many TV programs together with game results, exciting fans the next day and earning media exposure totaling some USD $100 million.
 
 
CAMPAIGN
Scandal Shave
AGENCY
BBDO and Proximity China
CLIENT
P&G China
BRAND
Gillette
DETAILS
CAMPAIGN SUMMARY 

This is a story of how an orchestrated celebrity scandal sold 3 million razors in just 4 weeks, and resuscitated Gillette’s business in China.
 
The challenge was a decade of category erosion: 7/10 men in China could no longer justify the inconvenience of wet shaving (preparation, shave, wash, care), driving 18.3 million men to switch to more convenient dry shavers every year.  For Gillette this represented US$647.2 million in lost earnings between 06’-12’, and no amount of innovation or promotion could stem the exodus: men had simply stopped listening.  
 
Everything changed with ‘Scandal Shave’, a ground-breaking sequel to last year’s successful ‘Shave Sexy’ campaign.  Inspired by the powerful insight that women in China find the act of men wet shaving extremely arousing to watch; an unbranded ‘private’ home video of national sweetheart Gao Yuanyuan scantily clad and intimately wet shaving with a man was ‘leaked’ to the media to compellingly deliver our message, generating a national scandal of enormous proportion.  Capitalising on this with a full suite of branded activities, the campaign helped Gillette reach 237 million people, record its highest ever monthly sales, and stunt the growth of the dry shaver category for a second consecutive year. 
 
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