Small Budget Marketing Campaign

The Shortlist
CAMPAIGN
DupÈ
AGENCY
Ogilvy Australia
CLIENT
Yarra Valley Water
BRAND
DupÈ
DETAILS
CAMPAIGN SUMMARY
This is the story of a water company who dared to prove its worth in the world by pitting its own tap water against bottled water. 
 
Bottled water is entrenched in Australia. It has higher market share than Coca Cola and is worth more per litre than oil!  It’s rare to see a Melburnian walking around town without a bottle of water to accompany them.
 
Yarra Valley Water (one of Melbourne’s three water corporations providing water for $1.7million consumers) is judged by the Victorian government on customer satisfaction scores.  Water Quality and Value-for-Money are the key drivers of customer satisfaction.  Communications were required to improve measures on both.
 
The strategy was to point out the absurdity of bottled water.  By making a quasi enemy out of bottled water, communications were able to ingeniously point out the benefits of Yarra Valley Water tap water.
 
We created ‘Dupé’ - a fictitious brand with a unique product line. From Organic Bottled Air to Good Vibrations and All-Natural Moonlight, Dupé sold things you could easily get for free. After all, that’s exactly what bottled water companies do.
 
The positive response to the campaign driving customers back to tap and subsequent results exceeded our expectations with a successful viral campaign of 177,969 YouTube hits to date, a 19% increase in Choose Tap’s Facebook likes and an overall message reach to over 175 countries world-wide. 
CAMPAIGN
Say It with Chocolate
AGENCY
Geometry Global
CLIENT
Mondelez Malaysia
BRAND
Cadbury Dairy Milk
DETAILS
CAMPAIGN SUMMARY
Cadbury Dairy Milk was becoming less relevant to people, so we found a new role for the bar in gifting. Our target audience of twenty something Malay and Chinese consumers, considered gifts as a device to express what a person feels about another. So we showed them how a gift of CDM is the perfect way to add meaning to their words.
 
We turned a plain bar of chocolate into a bespoke greeting card and invited people to ‘Say it with chocolate’. Due to our small budget, we focused on TESCO supermarkets, a critical customer for Mondelez.  In TESCO stores across Malaysia during Hari Raya Aidilfitri, the biggest gifting occasion in Malaysia, a modified letterpress machine was used to imprint messages that consumers desired on a bar of CDM.  The idea helped to change people’s perceptions of CDM as a gift, leading to a substantial lift in sales.
CAMPAIGN
Aid Couture
AGENCY
Leo Burnett Manila
CLIENT
Procter & Gamble
BRAND
Ariel & Downy
DETAILS
CAMPAIGN SUMMARY
 About 20 typhoons hit the Philippines yearly, leaving thousands of casualties.  And each year, Red Cross receives 18 tons donated clothes—a lot of which are unusable or impractical for everyday wear of calamity victims.
 
This is a case study that shows how Procter & Gamble, with its laundry brands Ariel and Downy, in partnership with Red Cross, was able to convert these piles of clothes to essential items for relief operations. 
 
The Aid Couture project sought to convert inappropriate fashion to life essentials.  It not only made the piles of inappropriate clothes useful but more importantly it raised funds to buy supplies for the Typhoon Haiyan relief effort.  Aid Couture raised almost Php 600,000 (approx US$ 14,000) from ZERO INVESTMENT on clothes that would have otherwise been left rotting in Red Cross warehouses. 
 
Moreover, P&G and its brands Ariel and Downy gained massive mileage from the Aid Couture project. Total media value earned from print, digital, TV and radio broadcast amounted to PHP 10 million (approx US$ 225,000) WITHOUT any actual media money spent by P&G.
 
CAMPAIGN
IBM Big Data Telephone Campaign
AGENCY
Ogilvy & Mather Beijing
CLIENT
IBM
BRAND
IBM Big Data & Analytics
DETAILS
CAMPAIGN SUMMARY
21st Century marketing is about help not hype. As marketers, we need to find ways of helping our customers and the society rather than just make big claims about how great we are. This is because if we are really so great chances are people would already know about us. This is truer for B2B marketing with its share of well-informed customers.
So, when other IT companies were talking about their big data capability, IBM decided to showcase its Big Data experiences and did this innovatively. IBM surprised hard-nosed clients, prospects and software developers, with a smartly designed street art + technology installation that narrated stories IBM’s experiences in Big Data implementation.
 
By installing vintage telephones near the venue of an important IBM Big Data Forum, IBM reached out to representatives from 47 organizations across several industries such as Banking, Insurance, Telecommunication, Retail, Manufacture, Automobile, Healthcare, Government, E&U. The event was designed to be self-propagating as it generated buzz.
                                             
As a result, with a mere 9% increase in budget, IBM’s share of voice in Big Data went up by 17%. Further, IBM increased its event participating by over 4.6 times! Further, number of registration to the conference went up by 93%, IBM received almost 300 calls in a day just for its Big Data offering. This is against an average of 30 calls a day for all IBM total solutions.
And as a result of all this, IBM gathered validated leads worth over $ 35 million – a 59% jump over leads from a similar Big Data forum in 2012.
 
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