Other Consumer Products including durable goods

Bronze
CAMPAIGN
I Do Anniversary
AGENCY
Ogilvy Beijing
CLIENT
HIERSUN
BRAND
Jewellery
DETAILS
In China when you get married, only a diamond will do, and the bigger the better. So as the Chinese middle-class became more affluent over the past couple of decades, diamonds’ perfect combination of luxury and romance fueled an unprecedented 30% y.o.y boom, making it the fastest-growing luxury category. [Bain, Global diamond industry, 2015] In this rising tide both international and local brands made fortunes, even spawning the launch of specialist brands like ‘I Do’ to capitalize on the bounty.
But as fewer people tying the knot, boom turned to bust, and hampered the heady growth of diamond sector in China. Our campaign identified an unlikely new target - couples who got married many years ago, creating a new target market and category-leading incremental sales in per million media spend. 
CAMPAIGN
BIC Champenships
AGENCY
McCann Melbourne
CLIENT
BIC
BRAND
BIC Pens
DETAILS
The best thing about Bic 4 Colour Pens is they last a really long time. The problem for Bic sales is…they last a really long time. So rather than run an advertising campaign selling a benefit that is ultimately a business problem, we decided to run a campaign to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out, and they would buy new ones.
Our idea:
The Bic 4 Colour World Champenships: The ultimate (and only) pen based sporting event.
Players competed with their blood, sweat and ink in 14 new pen based sports that athletes could only enter with their Bic 4 Colour pen. The campaign introduced the world to Clicky-Clicky Fast Pen, Pen Metre Diving, Rhythmic Penastics, Click Draw, Bic Bocce, Pen Pong, Ice Pen Skating and more.
To bring the Champenships to the people we hosted the whole tournament live on Facebook where athletes submitted their competition entry videos, provided live “commenstary” and tuned in to watch the best of the best compete in five gripping hours of live Penathon.
Registering a stunning 34% sales growth over the event period, the Champenship flame is sure to burn brightly in the years to come.
 
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