Online Content

The Shortlist
CAMPAIGN
The Family Protrait
AGENCY
Ogilvy & Mather Shanghai
CLIENT
Nikon Imaging China
BRAND
Nikon
DETAILS
CAMPAIGN SUMMARY

Consumer electronics is a category that rarely favours the old. In the new age of smartphone photography, Nikon, a global leader of digital camera, found itself quickly losing relevance in China, the world’s 2nd largest market. Meanwhile, Canon, the brand’s global nemesis and market leader in China, dominated Nikon in every aspect including retail scale, media spending, brand awareness and market share. Together, it caused a life-threatening challenge for Nikon whose own existence was largely dependent on imaging products. In order to inspire people to take up the ‘serious photography’ again in the 2014 Chinese New Year holidays, Nikon utilized the cultural truth that people feeling less and less engaged in family reunion, the brand re-launched ‘family portrait’, the single most important photo that Chinese used to make with great efforts every year, as the vehicle to make ‘serious photography’ matter again to the mainstream. The campaign was launched to directly engage people through social and digital programs, avoiding the trap to compete Canon’s media spending driven advertising approach. The record level brand engagement enabled Nikon to make serious progress against market leader Canon in both sales growth and cost effectiveness, which ultimately helped to increase its market share.
CAMPAIGN
Taking the Gloss off Tourism Marketing with the Remote Control Tourist
AGENCY
Clemenger BBDO Melbourne
CLIENT
Tourism Victoria
BRAND
Melbourne
DETAILS
CAMPAIGN SUMMARY
Destination marketing in Australia could colloquially be described as ‘Tourism porn’. ‘Tourism porn’ is a rose-tinted visualisation of a destination: beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity. But with success came imitators. And a style that was once unique became more and more clichéd and generic. Not only was the category’s communication becoming clichéd, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control and influence. The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves. No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.
CAMPAIGN
ASB Like Loan
AGENCY
Saatchi & Saatchi
CLIENT
ASB Bank
BRAND
ASB Bank Limited
DETAILS
CAMPAIGN SUMMARY
[CONFIDENTIAL]
CAMPAIGN
Share a Real Feeling
AGENCY
OgilvyOne Worldwide Thailand
CLIENT
Coca-Cola Thailand
BRAND
Coca-Cola
DETAILS
“From a vulnerable market leader to achieving the biggest market share in over 20 years.” 2012 was the first time in over 20 years that Coca Cola Thailand took the top position from Pepsi. The leadership gap was incredibly small, however, a mere 1.2%. The challenge thus wasn’t just to defend, but strengthen the leadership gap. The main task was winning teens’ hearts, as teens were the category’s core users. Coke and its agencies utilized local teens’ cultural insight reapplied to the global ‘Share a Coke’ campaign to unlock a business opportunity and exceeding all objectives. The “Share a Real Feeling” campaign enabled teens to overcome barriers to express their real feelings to others via “Cans of Expression”. The campaign went far beyond the name-printing mechanic of Share a Coke by adding common words that expressed positive and complimentary feelings, letting Thai teens form ideas and statements they could express to each other. Enabling teens to overcome their barriers to expression feeling helped Coke over-achieved their objectives in two main important metrics: Increasing teen’s Brand Preference by 11.8%, and achieving 50% cola market share, which widened by almost 100% the gap with Pepsi compared to 2012 and 2013.
CAMPAIGN
How Video Stamp sold emotion through technology
AGENCY
Clemenger BBDO Melbourne
CLIENT
Australia Post
BRAND
Australia Post
DETAILS
CAMPAIGN SUMMARY
 [CONFIDENTIAL]
CAMPAIGN
Eye vs Eye
AGENCY
Leo Burnett
CLIENT
Canon
BRAND
DSLR Lens
DETAILS
CAMPAIGN SUMMARY

Until the end of 2013, Canon lenses were a niche product for enthusiast photographers. Mass-market entry-level photographers thought lenses not worth the money, cynical they could make a difference at their skill level. This meant Canon was missing out on a big potential upgrade opportunity. Big growth was targeted: 61% volume and 37% value versus a year ago (the 4 lenses had dropped price earlier in the year). We wanted to inspire entry-level photographers with simple, relatable proof that lenses could make a difference – with scale, driving engagement and shopping. Digital was perfect to deliver these 3 objectives, using a ‘big’ piece of content that could be appropriately repurposed to drive behaviour across all relevant parts of our audiences digital worlds. With the idea, ‘change your lens to change your story’, we used a well-known, relatable Australian celebrity in exciting situations to demonstrate how different lenses tell different stories. Consumers saw, engaged, and shopped, driving a huge sales jump that smashed key objectives. Year on year, volume sales grew 102%, value 50%, and Canon’s total lens portfolio grew 27% in volume. This growth is unexplained by changes in price, seasonality, distribution, and product.
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