Retail (incl. Fashion, Food & Beverage, consumable products & durable goods)

Silver
CAMPAIGN
Amazon - Show me more
AGENCY
Orchard Advertising
CLIENT
Amazon
BRAND
Amazon.in
RESULT
Also credited 

Lubna Khan
National strategy Head
The Leo Group India

DETAILS
Consumers saw Amazon as a distant, elitist brand and preferred to shop from its homegrown rival.

To change this, we identified a differentiator - Amazon was 'India's largest online store' with a huge selection of goods; and married it with a cultural insight about the Indian desire for more choice while shopping.

"Aur Dikhao" or "Show me more" - a phrase used by Indians everyday to express this desire, was the campaign expression; it was shared with the world through a comprehensive integrated campaign.

The campaign significantly grew sales, customers, traffic, and app downloads, and Amazon became an integral part of Indian shopping culture.
CAMPAIGN
Making Confidence Real for Men, Virtually
AGENCY
BBDO and Proximity
CLIENT
Procter & Gamble
BRAND
Gillette
RESULT
Credits to

BBDO and Proximity China
Sharon Ho / Client Service Director
Emily Ai / Account Manager
Awoo Lai / CCO
Nicole Ma / ECP
Santi Yan / Creative Director
Tree Wu / Art Director
Paper Li / Copywriter
Biloker Ji / Designer
Linda Bao / Producer
Hans LopezVito / Chief Strategy Officer

Mediacom China
Jake Joss / Planning Director
Vincent Pan / Planning Manager
Sophie Yi / Planner 

@comm
Jef Ji / Partner and VP
Windy Zhu / Account Director
Yommi Song / Consultant
Diamond Liu / Senior Account Execution
DETAILS
In China, most men shave using an electric razor.
 
To get them to use Gillette, we wanted to let Chinese men experience what it’s like to be confident and desirable to women. But, instead of merely showing them the experience, Gillette enabled them to live it - VIRTUALLY.
 
By launching China’s first ever virtual-reality mini-movie (which e-commerce shoppers can enjoy by buying a special pack of Gillette bundled with a pair of Google Cardboard VR goggles), we sold more Gillette shavers on-line than ever before on Single’s Day – China’s most popular e-commerce sales event (or any other day for that matter).
 
• During this event, Gillette sold 1,000 shavers per minute.* 
• In less than eight (8) hours, all Gillette special packs were sold-out on all e-commerce platforms.*
• In fact, we doubled sales vs. the same period last year (and grew almost 2x faster than all other products sold during Single’s Day).**
 
We achieved this by letting Chinese men experience the reality of shaving with Gillette, VIRTUALLY.
 
Source: *P&G, **Alibaba/Tmall
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