Mobile (including Apps)

TXTBKS

DDB DM9 JaymeSyfu

SMART Communications

Smart Public Affairs Group

CAMPAIGN SUMMARY

In the Philippines, underprivileged school kids have to walk several miles to go to school, carrying as much as 22 books. This leaves them exhausted and unable to focus in class. E-readers could be a solution, but even the cheapest tablet costs more than a Filipino family’s monthly income. One piece of technology that is indispensible to all families is the cellphone. Imagine if we could turn old phones into a new kind of textbook. Smart Communications Inc., the Philippines’ largest telco, had an abundance of older generation SIM cards. School texts were condensed and pre-programmed into these cards turning even the oldest phone into an e-reader. We called the low-tech solution “Smart TXTBKS”. The campaign was launched in 4 public schools. The objective: lessen the physical load on kids. With TXTBKS, the overall weight of school bags was reduced by almost 50%. No one could foresee its ripple effects. The Department of Education is studying implementation in more schools, covering more subjects. We have expanded its use to children’s storybooks for orphanages who have embraced the project. With interest from countries like Japan, Oman, India - TXTBKS is going global. In fact, it debuts in South Africa in March.

Track My Macca's

DDB Sydney

McDonald's Australia

Mcdonald'S Austrlia

CAMPAIGN SUMMARY

For over a decade McDonald's have tried to change the Australian public’s negative perceptions of their food. The traditional channels they’ve used haven't worked hard enough to shift the dial: a study McDonald’s conducted found that 50% of Australians just don't trust their ingredients. We were tasked with the challenge to significantly change people’s attitudes toward McDonald’s food and most specifically their ingredients. We decided that in order to create a step-change our story had to be a uniquely engaging experience that would get noticed at the same time as being credible. We used an augmented reality mobile app, where customers were able to track exactly where the ingredients in the very McDonald’s meal they just bought came from. Engagement was high, with the TrackMyMacca’s app being downloaded 117,679 times; the demo video was viewed over 85,000 times without seeding; and TrackMyMacca’s received 660m impressions worth of Global PR coverage on launch in the first month.