Media Strategy for National Brand Development

The Shortlist
CAMPAIGN
A for Anthem
AGENCY
Ogilvy & Mather
CLIENT
The Akanksha Foundation
BRAND
The Akanksha Foundation
DETAILS
A bigger problem than illiteracy? Getting a non-altruistic society to lend a hand. ‘Akanksha', an education NGO needed quality teachers and substantial applicants but at Zero Media Budgets. How do we compel interested but dormant TG to apply?
For inspiration, we went back to the product- Akanksha Kids!

They taught us something - that most Indians didn't know-the meaning of our national anthem! The execution was an online video that was so endearing that TV channels aired it for free. Teacher applications at Akanksha increased by 80%.
CAMPAIGN
Ariel - Share The Load
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focussing its attention on the cultural stain of gender inequality.
For years the brand had lead India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaigns, Ariel needed to respond to stay on top.
 
We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue.

Share the Load wasn’t just a new idea for the brand; it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. It challenged men to liberate women from the obligation of doing the laundry to show that women should be treated as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home.

Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes. 
 
The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity. Thanks to the resulting increase in brand relevance parameters and purchase intent, Ariel enjoyed a remarkable 60% value share increase.
CAMPAIGN
Gift the Gifter
AGENCY
Publicis
CLIENT
Heineken
BRAND
Heineken
DETAILS
TET is the Christmas of Vietnam. During TET, every Vietnamese must reconnect with their roots and pay tribute to ancestors and family. It is the most important festival for us since it marks the beginning of the Lunar New Year. For brands it is a time of Cultural competition. Big spenders like Pepsi, OMO & Coke rule TV & online channels during the 60 days leading into TET. Almost 30 brands ran TET campaigns in 2015. There is always a strong emotional hook & Family reunion is most overused campaign theme. TET is a completely different kettle of fish for Heineken. This is our first TET campaign after being in Vietnam for 15 years. With beer advertising regulations preventing us from telling a cultural story on TV and limited access to YouTube, we harnessed the power that web and social media possess in creating topical relevance. 
 
The objective of the media strategy was to breakthrough in culture. By dividing the phases as: culture mirroring, culture fuelling and culture shaping we created a three-stage campaign. At the heart was a soul-stirring insight that every young Vietnamese could relate to. The heart was complimented by a smart digital execution strategy using some unseen tech. The idea helped us maximise investments and surpass business objectives. The campaign tied together a series of online & offline initiatives featuring celebrities. Not only did it break Vietnam benchmarks of Omni-channel storytelling but it also created cheer in the cultural mainstream. The idea helped Heineken grow its market share and change from a Christmas brand to the brand that opened the world of Family bonding for a target that was feeling disconnected from TET.
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