MSS07. Integrated Use of Media

The Shortlist
CAMPAIGN
Breaking the deafening silence – Mirinda Release the pressure
AGENCY
Mindshare Haryana
CLIENT
Pepsi Co.
BRAND
Mirinda
DETAILS
The WHO ranks India among top 3 globally on teen suicide. A leading cause for suicide was exam time pressure, put by Indian parents themselves, in a society that over-emphasized on academic achievement. 
 
Mirinda’s release the pressure campaign got Indian parents to acknowledge their role in pressurising teenagers – a first for a society where parental expectation are considered sacrosanct. Through a digital-led campaign, we provoked a conversation, got stakeholders together and created a space for parents & teens to really open up with each other. 1.57 MN parents pledged to stop pressurizing and start listening, really listening to their children.
CAMPAIGN
Power to the Queens
AGENCY
Mindshare Shanghai
CLIENT
Loreal
BRAND
Maybelline New York
DETAILS
Maybelline New York hired Hong Kong star William Chan to be brand ambassador to promote the Color Sensational lipstick range. 
Chan is super popular among Maybelline’s young, female target audience – they are also target audience of many other brands.
 
How can Maybelline leverage new fan economy and create business impact?
 
Maybelline decided to alter the focus to the fans of the celebrity. They renamed one of the lipstick shades “Queen”, and made it the star color of the range. Chan posed with the lipstick and released the promotional photos on his social media, hinting his endorsement.
 
With all executions including 40s interactive videos, social posts, and featured Chan and his fans on Time square, Chan’s new endorsement topic was viewed 390 million times on social media site Weibo with more 1 than million discussions. Chan’s interactive videos were viewed nearly 1 million times. 30,000 fans uploaded their photos to win a chance to be featured alongside Chan on a Time Square billboard.
 
The “Queen” lipsticks were sold out in 20 seconds. Fans wanted the color so desperately that they wrote to Chan’s agent requesting for more. After re-stock, another 20,000 were sold in 2 hours, breaking Maybelline’s e-commerce sales record.
CAMPAIGN
Rhythm of Love Wall
AGENCY
ADK Taiwan
CLIENT
7-Eleven
BRAND
7-Eleven CSR
DETAILS
7-ELEVEN Taiwan has been fundraising for many charity groups for years, however, the donation has not been significantly increased in recent years.
 
So 7-ELEVEN wants to find an innovative way to draw peoples’ attention when they walk into the store, also through its great advantage with owning 5000 stores across Taiwan to increase consumer’s intention to donate and get more donation.
 
So we start thinking, how to create an unique experience for 7-ELEVEN’s CSR program to attract people?
We found a strong reason to believe – convenience store is the easiest place for loose change to happen. And 7-ELEVEN stands in great advantage with owning the most store locations all over Taiwan.
We would like to utilize this to do our bit for charity group, figuring out a simple way to turn change into donations.
 
We put a notion forth - “we believe by showing appreciation to those who contribute, encourages more good will.”
And develop the idea: “Every coin donated with love deserves a loving encouragement.”
 
Hence, we created the “Rhythm of Love Wall” donation box.
In order to show our gratitude to donators, we worked very hard to develop every pair of hands. The models of the hand are carefully designed and fabricated in order to create a realistic and natural clapping sound without any additional sound amplification. It allows the wall to perform more than 200,000 continuous clapping.
 
In order to effectively reach our TA during the given time and engage more people in it, we choose various channels to implement the campaign. A series of teaser films launched before the official event to look for the best "encouraging applause", triggered people’s curiosity and discussion for “Applause”. Then the unprecedented donation box, “Rhythm of Love Wall” & official film released. At the same time, we started the mobile website where people can create their own clapping online. The user-generated content will be instantly transmitted back to the physical installation, then can be heard in the store. People can also make a donation online. To continue the impact of the interactive installation to the public, we organized the second event, collaborated with 12 celebrities, extending the buzz on social media again. In addition, the Rhythm of Love Wall toured around various key cities, across 70 stores in Taiwan, successfully created a donation boom in every 7-ELEVEN store.
 
With only 14 days, over 86,500 people experienced the Rhythm of Love Wall. The visitors of 7-ELEVEN increase by 37%, numerous media reported proactively. The media impression is over 9,680,000. Overall donation raised up 200%, hitting a record-breaking high.
CAMPAIGN
The Billion Point Giveaway
AGENCY
CHE Proximity Australia
CLIENT
Velocity
BRAND
Velocity Frequent Flyer
DETAILS
Velocity is the frequent flyer program of Virgin Australia.
 
One of the ways it makes money is when Australians transfer credit card reward points into Velocity Points. A tough sell and even a tougher story to communicate when members have to login to their bank account and select ‘Velocity’ to transfer.
 
Velocity run a 15% bonus promotion to create a spike in transfers. The last four campaigns (May-15, Nov-15, May-16, Nov-16) had seen modest growth despite significantly increased investment. This May, we reframed it as a giveaway and had more people transferring more points than ever before.
 
One intern, 7.5million emails and a typo that gave away a Billion Points instead of a Million. 
Velocity chose to bite the bullet and honour the error, creating Australia’s biggest ever Points giveaway. The consequences played out online for all to see in a sequentially targeted, content mini-series.
 
To re-invent the go-to-market strategy for the offer, we segmented the member base into data segments with personalised content streams that allowed us to tell a targeted story to every member across paid media, owned platforms and 1:1 channels.  
 
This activity took Velocity’s revenue to unprecedented heights. 
 
And by ‘unprecedented’ we mean +58.4% in revenue YOY, on a media budget cut by -35.3%. We exceeded all of our commercial targets:
• Every dollar spent generated $6.6 return on marketing investment.
• The total number of points transferred was 34% up from Nov 2016.
• 80% increase in new transferees (target was 25%).
• May 2017 become the largest member sign-up month ever.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters