Media Strategy for National Brand Development

The Shortlist
CAMPAIGN
How Nike hacked Jakarta for sport
AGENCY
BBH Asia Pacific
CLIENT
Nike
BRAND
NIKE RUNNING BRAND (JDI)
DETAILS
CAMPAIGN SUMMARY

As Nike prepared to launch their annual 10k WeRun event, they decided that it was the right opportunity to also promote the brand essence of Nike – Just Do it. But with Nike being relatively new to Indonesia, they needed to what ‘Just Do it’ would mean in a specifically Jakartan way. They achieved this by targeting the disenfranchised Jakartan youth and encouraged them to #BAJAKJKT (hack their city).
 
Nike showed Jakartan youth how to run in their unique running space by using runner’s media, hacking skyscrapers and by lighting the city for running.
 
Nike’s examples of how to #BAJAKJKT were so motivating to the runners of Jakarta, a record number turned out to take back their city during the BAJAKJKT WeRun 10k.
 
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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