Tangrams - Asia Pacific Marketing Effectiveness & Strategy

CAMPAIGN

#GodSaveTheOcean

AGENCY

Ogilvy & Mather

CLIENT

SPROUTS Environment Trust

BRAND

SPROUTS Environment Trust

DETAILS

Man has made God toxic, in this case a killer. We had made him a ëmarine life assassiní. This is an initiative that made the ocean and its creatures ëThank Godí again. This case is not for an advertising campaign. It is an example of how a powerful ëproduct ideaí can advertise itself and make a big difference. Dare we say even change Godís image, with his victims, the fish Our start point was to develop a communication campaign that would interestingly highlight the problem and thereby motivate people to volunteer. But as we thought about it, it seemed a sub optimal solution. Clean-up would help, but the real problem was the ëimmersion of the idolí itself. We reframed the challenge. What if we didnít have to clean-up? What if we could prevent polluting the ocean? What if we could do something that would capture peopleís imagination and create awareness of this serious issue, so that they ëprevent it from happeningí rather than ëcure ití after it happens? All this we had to do with very little resources for communication

CAMPAIGN

A Golden Opportunity

AGENCY

Republik

CLIENT

Fuji Xerox

BRAND

Colour 1000i Digital Printing press

DETAILS

Launched in February 2015, the Colour 1000i was developed for top-tier commercial print houses, and offered a whole new array of affordable digital design options for their clients.

The big news, though, was this digital printing press can print metallic silver or gold as a fifth colour. Which may not seem like a big deal to most people, but was a massive breakthrough in the industry. It would half the turn-around times for jobs that were usually only possible by using traditional offset printing methods.

Printing spot gold or silver is also a “nice to have” for our audience but not essential, so we had to deliver a compelling campaign to get them to consider purchase.

Our biggest hurdle however, was that some of our audience had invested in the Colour 1000 (an identical looking machine) only a few years earlier at considerable expense. We had to highlight the incredible advantages of this new fifth-colour station in our new machine.

We created an integrated campaign that would not only demonstrate the new Colour 1000i’s gold and silver capabilities, but tell the story of an incredible opportunity. Rather than just communicate to our audience there was a new device capable of printing metallics, we created an offer that was almost too good to be true.

We called it: A Golden Opportunity.

The highly entertaining campaign immersed our audience in a quirky story of a Nigerian ‘entrepreneur’, Solomon Fujigwe (pronounced Foo-jig-wee, he hates it when you get it wrong). He was looking for ‘investors’ to help develop the liquid gold and silver bubbling up from the ground on his farm.

He’d spent years sending random emails asking for help, and as luck would have it, Fuji Xerox received one of them. And a mutually beneficial partnership was born. He had gold and silver to offer, we had a gold and silver printing press to sell.

Solomon wanted to hold an event for potential ‘investors’, so we worked with Solomon to create an invite.

This DM piece featured real gold and silver samples from his village, an invite to the event, but most importantly, a sample book that showed off the Colour 1000i’s gold and silver printing capability.

The two new metallic colours were the hero in an elaborate sample book made up of multiple paper stocks, an outrageous amount of gold and silver ink, and most importantly, showcased the gold and silver story of Solomon and his village.

This sample book was the most important part of the campaign, because it demonstrated the printing capabilities to the people who mattered most, and the end result was extremely impressive.

At the event, guests were welcomed by Solomon and Nigerian drummers, enjoyed themed refreshments including a specially made Nigerian golden larger. A sand-artist then told the story of how Solomon and Fuji Xerox got together to create the event.

Of course we had the Colour 1000i at the event, so suppliers and printers could see it in action, ask questions, and most importantly, place orders.

CAMPAIGN

Changing Room

AGENCY

Beijing Dentsu Advertising

CLIENT

C&A (China)

BRAND

C&A

DETAILS

This is a completely new approach to integrate the CSR, Corporate Social Responsibility, and the core business of the company. Many of the CSR activities are carried out via separate organizations from the company’s core business. C&A, global apparel retailer, was the same. Donations to charities as well as product re-use are running by corporate division detached from C&A’s core business. In this point, C&A brand doesn’t have direct ties with their consumers.

Our objective was to create a win-win situation for both sales and donation which are two different types of activities, and to maximize both of them simultaneously. We started a totally new type of campaign for C&A in China for the first time in the world by making the most of digital technology.

Young people in big cities of coastal areas in China love sales events, very excited by discounts and reduced prices, and tend to buy more because the sales keep growing. Thus, we focused on the changing room, where last decision is made to purchase or not after checking the clothes. It is the most exciting place for young shoppers and important touchpoint for us. Considering it as the ambient media, we redesigned the changing room, and came up with an approach of transforming young people’s excitement to donation.

Our idea was to let the shoppers donate a part of the discount they can get, back to the children who cannot afford warm clothes in cold winter. Shoppers face the children on the monitor when entering into the changing room.

About 3000 people participated the campaign held in December, a popular shopping period for young people, and donated the warm clothes to the children. Sales during the campaign increased. The objectives of both sales and donation have been achieved.

CAMPAIGN

CHOR CHANG

AGENCY

Ogilvy & Mather

CLIENT

WWF

BRAND

WWF-THAILAND

DETAILS

Every year, 30,000 African elephants are butchered for their ivory globally, then smuggled and laundered into the country, making Thailand the worldís second largest unregulated ivory market. Moreover, successive Thai governments put the 'elephant issue' on the back burner. The objective was to rekindle that 'pressure', not from the media, but from the only force the government cannot deny; its people. The campaign was to remove 'Chor Chang', meaning elephant in Thai, from the Thai alphabet. This campaign put 'Chor Chang' back on the agenda and Thai government finally passed the Elephant Ivory Act.

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. ëLucy the Robotí was born ñ 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

The Life Saving Dot

AGENCY

Grey Group

CLIENT

Talwar Traders

BRAND

Talwar Bindi

DETAILS

This case details how Talwar Bindi, a bindi manufacturer in India, transformed a traditional symbol of beauty into a simple, innovative solution to combat iodine deficiency.

By deliberately challenging the category norm, Talwar developed The Life Saving Dot - a bindi that doubles as an iodine patch, providing its wearer with a daily dose of iodine through transdermal dispersion.

Small Budget Marketing Campaign