Mobile (including Apps)

The Shortlist
CAMPAIGN
A Drive Back in Time
AGENCY
Publicis
CLIENT
Audi
BRAND
Audi
DETAILS
~ Confidential ~
CAMPAIGN
How we used a child's voice on mobile to save lives
AGENCY
IPG Mediabrands
CLIENT
Maxis
BRAND
Maxis
DETAILS
Maxis, one of the largest telecommunications companies in Malaysia, wants to shed its stereotypical telco company image and instead be known as a digitally-driven innovator in the tech sector. As such, many of Maxis’ current initiatives revolve around the enrichment of lives through the power of the internet. However, tons of other tech companies claim exactly the same thing. So how could Maxis, with the limitation of being labeled as a telco provider, shake up the tech scene and really make a difference?
 
Hari Raya is Malaysia’s largest festive period. It’s also the period where everyone drives back to their hometowns for celebrations. Naturally there are more accidents on the road during this period. No surprise really as Malaysia ranks 17th in the world for ‘most dangerous roads’. 
 
Inspired by a survey finding that 97% of Malaysian parents claimed they drive much safer when children are in the car. What if we could have a kid with us all the time while driving? 
 
This led us to a really obvious idea: a kid’s voiced GPS to encourage safe driving.
 
Instead of creating another run-of-the-mill GPS platform, we collaborated with Waze, a community-based traffic and navigation app with 4.4 million active Malaysian users. Different from other Waze special voice packs that usually feature a single celebrity voice, Maxis’ Safe Mode Kids invited different children to donate their voices for Waze directional prompts with charming reminders to drive safe
 
Maxis Safe Mode was a runaway success with news of the voicepack reaching even international news mediums like NBC and Bloomberg. We generated a total PR value of RM 61,059,382 (USD 14,119,067, Exchange rate USD 1 = RM4.3)
 
Safe Mode has been downloaded 956,369 times. With 4.4 million active Malaysian Waze users, that's 1 out of 4 downloading and engaging with this pack.
 
More importantly, Malaysians loved us even more and we made big leaps, +5 to +8 points in our brand health indicators for “innovative”, “digitally driven” and “brand that cares for me” (source: Maxis Brand Health Tracker)
CAMPAIGN
The Language of Hair
AGENCY
Mindshare
CLIENT
Unilever
BRAND
Sunsilk Shampoo
DETAILS
Haircare is the most cluttered category in Vietnam. For Sunsilk, Unilever’s shampoo brand, it is hugely challenging to stand out on a commonly owned platform of “soft & smooth” and differentiate the brand. 
 
We needed to enhance our consumer loyalty by 1% in this over-crowded space, and increase sales by 15% - simple yet ambitious targets! 
 
During research, we found that the way the girls touch their hair reflects their immediate emotions. Hence the Sunsilk Hair FingerComb Language was created. 
 
With our target audience (girls between the age of 20 and 28) glued to their mobile phones, actively using chat app Zalo, and passionate about trendy and cute mobile Chibi drawings, we leveraged romantic “love rival” video, rich media banners, social media, online PR, and most importantly, specially designed Zalo Chibi Maker Tools to entertain and engage them. 
 
As a result, Sunsilk became the only FMCG brand to rank on the Top 5 Zalo Page with 100K+ followers, and 67% of the Sunsilk target audience (6/9mn) on Zalo was reached within 1 month. 
 
The loyalty volume increased by +4.6% (vs. the target of 1%) and sales grew by 22% (vs. the target of 15%), well above the set targets. 
 
The campaign was also awarded a Gold in Mobile Marketing Association’s SMARTIES Global Awards 2015. 
CAMPAIGN
Visa Ride On
AGENCY
BBDO and Proximity
CLIENT
Visa Information System
BRAND
Credit Card
DETAILS
To challenge the dominant card (China Union Pay), VISA focused on a more sophisticated group of younger Chinese travellers who disliked being part of bus group tours and the cliché touristy experiences they provide. 
 
For them, VISA developed a GPS-based app which we attached to VISA-branded for-rent bicycles found in key travel destinations around the world – enabling young Chinese travellers to locate, go to, and sample authentic cultural, dining, and shopping experiences, wherever they can be found… even in off-the-beaten track locations in the middle of a city.
 
The apps and the bikes were a big hit on Chinese social media, and helped communicate something that China Union Pay could not - that VISA is the card present everywhere you want to be. 
 
Although we spent 34% less than China Union Pay, VISA grew +63% faster than total outbound spending as a whole – enabling the brand to gain share over the local giant (source: VISA data-base, HSBC).
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