Other Consumer Products (including durable goods)

The Shortlist
CAMPAIGN
Lucy the Robot
AGENCY
Atomic 212° Group
CLIENT
Double Robotics
BRAND
Double Telepresence Robot
DETAILS
Global technology company, Double Robotics, wanted to launch into the Australian and broader Asian markets with its double telepresence robot. Awareness was extremely low, as was the budget. The company wanted to generate buzz around the brand, with a secondary objective of generating leads. 
 
Insight: Absolute relevance and entertainment drive fanaticism. So we set about finding a fanatical global event to leverage. 
 
We identified the launch of the iPhone 6s and developed an idea to add relevance and entertainment to those fixated on the event. We wanted to piggy-back on the event in a unique way that made consumers and the media welcome us, and our robot. To add a human element, we focused on Lucy, the girl behind the device.
 
‘Lucy the Robot’ was born – we placed the humanoid robot outside the George Street Apple store in Sydney to line up for the global release of the iPhone 6s.  The device waited in queue for two days, and was controlled remotely by Lucy, who added much needed personality. The campaign was driven by outreach, branded content marketing, search marketing and social media. We targeted both consumer and business media, as the campaign had both B2C and B2B components. A microsite was developed to funnel sales leads. 
 
Over a 48 hour period, the campaign was covered globally in over 4,000 news stories, and generated $44m in sales opportunities. The robot was first out the door of the Apple store, meaning the first iPhone 6s was bought by a robot. 
 
CAMPAIGN
Nike HKG Women Race - Better for it
AGENCY
Ogilvy & Mather
CLIENT
Nike
BRAND
Nike Hong Kong
DETAILS
This is a story of how Nike used digital platforms effectively to positively influence the behaviors of appearance and body-conscious women in Hong Kong. 
In Hong Kong, women are conscious about their wellbeing and appearance. Due to their busy lives, they resort to dieting and body treatments as the solution, not knowing the value of exercising as an important component of a healthy lifestyle. Doing exercise by themselves is also another factor in maintaining an exercise plan because there is no one to support or inspire them.
Nike saw the opportunity to change behavior for these women, and held the first ever Nike Women’s 10K Race in Hong Kong. To prepare the women for this transformational race, we leveraged the strength from one of the most popular Nike apps Nike+ and integrated it with social app WeChat to form ‘Nike WeChat+’ : an interactive training partner. With the features of the two apps complementing each other, we created an inspiring 8-week program with activities leading up to the race day, to transform women to be better through running. The personalized training program supported and was there every step of the way. 

The campaign successfully sold out 3,500 event registrations in 30 minutes and contributed to 39% sales growth of the total Nike Women Business in 5 months. This digital platform was able to engage with the runners online and offline, and increased Nike’s owned digital media, Nike+ Running app with an increased 39% active of female users while Nike social media achieved 564% fan growth on its Instagram, over 192,124,300 reach and 33,000 engagements totally on its launched assets. 

With Nike WeChat+, we forged a new beginning for every Nike woman. We embraced their effort and inspired them to get better. We became the closest training partner for women. Now their journey has begun but their running story will never end.
CAMPAIGN
UMOOD
AGENCY
Isobar
CLIENT
Uniqlo
BRAND
Uniqlo
DETAILS
Relatively new to the Australian market, UNIQLO wanted to raise brand awareness with local shoppers and build their reputation as a global fashion innovator. In addition to building their brand, they wanted to drive in-store traffic by positioning themselves as the home of t-shirts. But with four-million t-shirts in more than 600 designs, UNIQLO customers can have trouble making up their minds. So, we read them.
 
UMOOD was a retail world-first that used neuro-technology to read shoppers’ brainwaves and identify the perfect UNIQLO t-shirt for them. Not only did the activation drive in-store traffic and help UNIQLO meet their sales targets, UMOOD attracted more than $1.1 million in earned media and placed UNIQLO at the centre of debates around the future of retail and positioned the brand as genuine fashion innovators.
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