Media Strategy for National Brand Development

Bronze
CAMPAIGN
Visa_Get Lost
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
Visa China
BRAND
Visa
DETAILS
No one today can deny the importance of the US$ 155.5 billion Chinese outbound travel market (China Tourism Academy). Whether one is on Hong Kong’s famed Tsim Sha Shui shopping district or at the Galleries Lafayette in Paris, it is impossible not to notice the throngs of Chinese tourists buying up the latest Prada handbags or having their selfies taken in front of city landmarks – often to the amusement of locals and fellow tourists alike. 
 
And, when this multitude heads to the payment counter, they typically use their China UnionPay card - the Chinese government-owned payment system that is now rivalling global payment brands like Visa.     
 
This is a story about how Visa’s latest campaign got Chinese travellers to re-consider using Visa by challenging the world’s stereotype of Chinese tourists; and portraying an image that is more true to the global-savvy and sophistication of the new/younger generation who are driving the nation forward.
 
The “Visa Get Lost Challenge” called on people to travel in a new way: to go beyond the crowded confines of cliché tourism and retail hotspots, and explore the less beaten path of more culturally-authentic experiences hidden within a city -- with nothing but the comforting reassurance of having a card in their pockets that is truly ‘accepted anywhere they want to be.’
 
This new take on the Chinese traveller captured the aspirations of the new Chinese generation. It generated 9 million views in just 2 week; and propelled Visa to grow 85% faster than total outbound tourism spending. More importantly, it boosted Visa’s brand scores by 23% on a key image attribute China’s young travellers wanted to be more associated with on a personal level – “is globally accepted.”
 
CAMPAIGN
Sunlight Festival of Light
AGENCY
Mindshare
CLIENT
Unilever
BRAND
Sunlight Soap
DETAILS
One of Sri Lanka’s oldest and most beloved brands, Sunlight Soap sought to reconnect to the hearts and minds of the Sri Lankan people and resonate as the brand to “light up their life” on Vesak Day, the nation’s most important Buddhist Holiday.
 
Sunlight partnered with 12 of the most sacred Buddhist temples of Sri Lanka, illuminating temples and rivers with more than 100,000 oil lamps. Roads leading to the temple were adorned with Sunlight canopies and at night, Sunlight lanterns filled the night sky. This initiative was supported by an integrated campaign across television (including Sunlight news segments which became the most watched news segments in the country) and web (live updates from Vesak events through over 20 million impressions throughout social media)
 
Overall, the campaign connected with over 4 million people in Sri Lanka (20% of the population), and increased market share by a full percentage point after only a month.
Sunlight successfully spread the message of peace and harmony, providing a truly emotional connection to the brand that travelled far beyond Vesak day.
 
CAMPAIGN
Tata Tea - Power of 49 : The media movement that changed the role of women in Indian elections
AGENCY
Maxus
CLIENT
Tata Global Beverages
BRAND
Tata Tea Gold
DETAILS
Protecting leadership was key marketing task for Tata Tea amidst fierce competition from Unilever. “Power of 49” (PO49) campaign was launched with a TVC educating women on importance of collective vote.  
 
Using well-researched insight -- reel-life TV protagonists are the real-life influencers for women -- the campaign was realigned from advertising to India’s biggest content marketing initiative. 
 
Partnered (beyond commercial gains) by Bollywood & India’s top 4 media networks
Manifested through 50+ content forms, 40+ endorsers, first-ever crowd-sourced women’s manifesto
Supported by social, mobile & real time data management 
 
5Mn women actively engaged; politicians took note, PR worth 4.62Mn USD. Tata Tea grew its market share. And, 100Mn Indian women voted for change. 
 
Partners
Media Supporters
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