Bronze
CAMPAIGN
The Smart Phone Line
AGENCY
Colenso BBDO New Zealand
CLIENT
Samsung Electronics
BRAND
Galaxy S4
DETAILS
CAMPAIGN SUMMARY

We were briefed to build hype around the launch of Samsung’s flagship mobile phone product - the Galaxy S4 – and break the iPhone’s hold on the mainstream smartphone market. We knew Samsung fans couldn’t wait to get their hands on the Galaxy S4. So we let our advocates do the talking - instead of launching the phone ourselves, we got our biggest fans to launch it for us. Rather than making them physically queue up and camp outside for days in the traditional fashion for a latest smartphone release, we wanted to put a Samsung spin on lining up. We encouraged fans of the brand to queue up, not outside a store, but online via social media. The Smart Phone Line enabled fans to get to the front of an online line by sharing features of the phone via social media. For two weeks, 12,000 fans shared 85,000 Galaxy S4 posts, reaching 15 million people.
CAMPAIGN
Eukanuba Play Fetch
AGENCY
Saatchi & Saatchi
CLIENT
Procter & Gamble International Operations SA
BRAND
Eukanuba
DETAILS
CAMPAIGN SUMMARY

Eukanuba (you-ka-nu-ba) was faced with a small budget but a big heart-wrenching issue – orphan dogs in shelter homes. They wanted to support these underdogs by donating a year’s free pet food to Pets Haven Foundation Shelter in Melbourne. The marketing challenge was to maximize the commercial benefit of this initiative. So, we developed a unique Facebook app that proved so utterly absorbing and engaging that through the exponential power of social media, the effect was felt by one in every five Australian adults! The world first idea was a simple one: play a game of fetch live with the shelter dogs from your laptop no matter where you are. Every time someone played, Eukanuba would donate food. Dog lovers spent up to ten minutes interacting with the app and their sharing reached 1.2 million Facebook users. Traditional media was also captivated, spreading the message to 3.4 million Australians. Not only did this exposure lift the brand reputation of Eukanuba, it helped 100 orphan pets find forever homes. Not bad for an underdog campaign.
CAMPAIGN
Trade Away Darkness
AGENCY
Ogilvy & Mather Group, Hong Kong
CLIENT
Orbis
BRAND
ORBIS
DETAILS
CAMPAIGN SUMMARY

GIVING THE GIFT OF SIGHT ORBIS are an international charity on a mission to eradicate curable blindness around the world. They operate a modified DC-10 aircraft, which functions as a “flying eye hospital”, treating patients in developing countries. Volunteer pilots and doctors fly around the world giving sight-saving treatments. For their 2013 fundraising campaign, we created a platform that could dramatize the incredible impact that just a few dollars donation could make. We created a platform called “Trade Away Darkness” that allowed the public to figuratively and visibly make darkness “disappear”, just by donating or participating in the campaign. The results were $4 million HK dollars in campaign donations that was enough to provide sight-saving treatment for over 14,000 people who would otherwise have had to live their lives in darkness.
Partners
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