Online Content (excluding Video Content)

#StartSomethingFresh - India's First Crowd-Sourced Picture Book

MediaCom Communications

Wrigley India

Doublemint

Doublemint is a famous brand across the globe. Not so, in India, where the gum market is dominated by Perfetti’s Center Fresh. Wrigley was launching Doublemint gums and mints as its play in the market. Gums and confectionary is a tough market in India – the category sells at a barely break-even entry price of INR 1/- and is heavily reliant on distribution among the tiny corner shops or ‘paan shops’. The Perfetti portfolio and distribution muscle made it difficult for Doublemint to get visible shelf space on these tiny counter spaces (1 metre square at times!). Indian consumers also didn’t care much about which gum or mint they were chewing and rarely asked for a brand, being content with whatever the paan-wala (retailer) handed over in lieu of change against the cigarettes bought from him.

Our brief, in this context, was to establish consumer pull for Doublemint, especially among the metro city youth, who would be willing to pay for and demand a global brand.

Regular campaigns wouldn’t cut ice with this youth, whose attention span was less than 8 seconds. We had to reach the youth and resonate with them such that they feel connected with Doublemint and created pull for the brand at store.
We used Doublemint’s global campaign #StartSomethingFresh and gave it a local flavour through an engaging digital content idea which led to India’s first crowd sourced romance picture-book co-created with India’s most popular romance writer, Durjoy Datta.

The Fanterpreter

AnalogFolk

CrownBet

Sports Wagering

In Australia, betting has merged with sports broadcasting to become a major part of the action. It’s a loud, crowded arena where bookmakers attempt to wrestle market share away from one another in a mass of parallel comms.
This is a market focused on driving people to love betting, rather than getting them to love sport. However, our research showed that betting customers are actually more passionate about sports than they are about betting. To find growth, we needed to create a passionate betting market beyond over-exploited core Australian sports. By identifying opportunities within developing markets, we crafted a strategy aimed at connecting Australian sports fans to the emerging popularity of the NBA down under. This came to life as the Fanterpreter- a stat-matching algorithm that uses sporting data to match Australians with their perfect NBA team.
We scored some serious points, driving engagement and betting activity on the NBA at an ROI of $16 revenue for every $1 spent on the campaign- comms included.