The Shortlist
CAMPAIGN
Stopping Living with Mouth Monsters!
AGENCY
Isobar China Group
CLIENT
Johnson & Johnson China
BRAND
Listerine
DETAILS
CAMPAIGN SUMMARY

We rallied the people of China in a fight against Mouth Monsters for Listerine. We produced a content driven, social campaign that social engagement, brand preference, trial and even online sales. With no supporting media buy we used viral video and social buzz to help Listerine win the battle against Mouth Monsters.
CAMPAIGN
The Family Protrait
AGENCY
Ogilvy & Mather Shanghai
CLIENT
Nikon Imaging China
BRAND
Nikon
DETAILS
CAMPAIGN SUMMARY

Consumer electronics is a category that rarely favours the old. In the new age of smartphone photography, Nikon, a global leader of digital camera, found itself quickly losing relevance in China, the world’s 2nd largest market. Meanwhile, Canon, the brand’s global nemesis and market leader in China, dominated Nikon in every aspect including retail scale, media spending, brand awareness and market share. Together, it caused a life-threatening challenge for Nikon whose own existence was largely dependent on imaging products. In order to inspire people to take up the ‘serious photography’ again in the 2014 Chinese New Year holidays, Nikon utilized the cultural truth that people feeling less and less engaged in family reunion, the brand re-launched ‘family portrait’, the single most important photo that Chinese used to make with great efforts every year, as the vehicle to make ‘serious photography’ matter again to the mainstream. The campaign was launched to directly engage people through social and digital programs, avoiding the trap to compete Canon’s media spending driven advertising approach. The record level brand engagement enabled Nikon to make serious progress against market leader Canon in both sales growth and cost effectiveness, which ultimately helped to increase its market share.
CAMPAIGN
Be an Action Hero
AGENCY
Razorfish Hong Kong
CLIENT
Lenovo Singapore
BRAND
Yoga
DETAILS
CAMPAIGN SUMMARY

Lenovo is number one personal computer company in the world one of the world’s largest makers of personal computers, making the world's most innovative PCs. Although a true success on the personal computing stage, Lenovo’s Achilles Heel was a younger audience. They were lacking brand affinity and consideration with under 30’s – the future of the business. To answer this need, Lenovo innovated a whole new category of personal computers: Convertibles. The Convertibles range was innovated to meet the needs of a new, younger audience. A global campaign was ideated for launch and we were engaged to support the campaign in the social sphere. Our task was to capture the attention of these younger audiences; to teach them about Convertibles: then, get them to spread the word. A huge challenge! How would we catch the young audience 's attention in today' s overwhelming information market to secure social media recommendations about new products and held no long-term relationship with? It sounded like an impossible task, but we managed to exceed all expectations. In fact, we reached over 114 million users on Facebook, sent over half a million referrals to the dotcom site and increased average monthly likes by over 1000% on Lenovo’s already-active social media brand sites.
CAMPAIGN
FootifyFM
AGENCY
Clemenger BBDO Melbourne
CLIENT
National Australia Bank
BRAND
NAB AFL Sponsorship
DETAILS
CAMPAIGN SUMMARY
The Australian Football League (AFL) is one of the most popular sports in Australia, where it is commonly known as ‘footy’. As Australia’s home-grown football code it’s tightly woven into the fabric of culture and deeply embedded in the nation’s consciousness. As a major sponsor of the AFL for over 10 years, the National Australia Bank (NAB) has forged a trusted relationship with the footy community. But as digital technology began to transform the fan’s relationship with the game, NAB recognized it had to evolve its own relationship with footy. At the start of the 2013 season NAB set out on a unique mission to ‘Footify Australia;’ the cornerstone of which was ‘FootifyFM’ – an ambitious plan to live-stream commentary of the end-of-season Grand Final in 10 languages. With the help of a strong social media strategy that included recruiting commentators via YouTube, documenting their subsequent journey via social platforms, and facilitating outreach from the commentators into their communities, we built a powerful connection with our audience and achieved over 40,000 streams of the commentary from over 25 countries.
CAMPAIGN
Baking a New Ritual into Maltesers
AGENCY
Clemenger BBDO Melbourne
CLIENT
Mars Chocolate Australia
BRAND
Maltesers
DETAILS
CAMPAIGN SUMMARY

The Australian shared chocolate category had been progressively shifting from impulse buying to planned grocery purchases, as people became more health and price conscious. Maltesers have traditionally been associated with eating at the movies, an impulsive occasion. We needed to find a way to get people to think of Maltesers beyond the movies. Following research into the interests and behaviour of our online audience, we uncovered a ritual of baking with Maltesers. It was a small ‘big’ thing. Tapping into this behaviour we invited our broader social audience to share their baking adventures. As a result, we had over 5 million organic impressions online, grew our social share-of-voice by 466%, quadrupled Facebook engagement, and contributed to 16.8% brand growth in grocery.
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