Sponsorship and Event Marketing

Bronze
CAMPAIGN
Xbox One Racing - Conquer the Mountain
AGENCY
The Spaceship
CLIENT
Microsoft
BRAND
Xbox One
DETAILS
CAMPAIGN SUMMARY
Our task was to launch Xbox One and outsell rival PlayStation (who held strong pole position) in the biggest console launch in history. We needed a compelling point of difference to demonstrate that Xbox One is the must-have gaming experience. Xbox’s exclusive marquee game - Forza Motorsports 5 – had a release date coinciding with Xbox One, giving us a chance to engage a new audience of motorsports lovers, and bring the unparalleled reality of Xbox One to life.
 
Every one of Australia’s 2.2 million motorsports lovers harbour a (often unfulfilled) desire to be a race car driver on the iconic and feared Bathurst track. Drawing on the ultra-real experience of Xbox One, we set out to fulfil this desire by destroying the barriers between the gaming world and professional motorsports.
 
Our idea: Let’s create and train a team using Xbox One and then unleash them into the high stakes ‘race that stops the nation’ - Bathurst 1000.
 
We entered a wildcard V8 supercar team into the race. We then trained our international drivers using Xbox One. Successes on the day (top 10 finish) showed car enthusiasts how close Xbox could bring them to being a real race car driver.
 
Xbox One Racing became the most successful launch in Australian gaming history. Heading into the holiday season, Australia was the only market where Xbox One outsold PlayStation, by an astounding factor of 2:1.
 
CAMPAIGN
SingTel's Hawker Heroes
AGENCY
BBDO Singapore
CLIENT
Singapore Telecommunications
BRAND
SingTel
DETAILS
CAMPAIGN SUMMARY
SingTel was losing touch with everyday Singaporeans, and the key measure of brand and business health – Brand Consideration – was falling dramatically.
 
We had to radically alter the role of SingTel, from a “big brother” corporation to one that would contribute to the grassroots traditions of Singapore. We had to identify a passion that all Singaporeans could rally behind, around which SingTel could create a positive national conversation. 
 
That passion was Singaporean Hawker Food, street food that was under threat from the forces of modernisation and globalisation that SingTel was driving.
 
Our strategy was for SingTel to use its media, technology and global clout to create branded content to showcase the pride all Singaporeans felt for Hawker food.
 
The idea was Hawker Heroes, a program whereby Singaporeans could vote for their favourite Hawker stall owner via integrated digital and mobile experiences.  We then challenged the world’s most famous chef Gordon Ramsay to visit Singapore and see if he could cook these dishes better than our Hawkers. 
 
The grassroots and digital event culminated in a cook-off between Gordon and Singapore’s Hawker Heroes that had the country captivated.
 
The digital and social conversation that SingTel created through integrated digital and physical media brought out the passions and pride of all Singaporeans.  Record numbers of people participated in the campaign, increasing SingTel’s Brand Consideration by 48%.
 
The Hawker Heroes campaign was entered into the official Singapore National archive, to commemorate “an event of national and cultural significance”, a first for any marketing campaign. 
CAMPAIGN
Lifebuoy Roti Reminder
AGENCY
Ogilvy & Mather Advertising
CLIENT
Lifebuoy Soaps, Hindustan Unilever
BRAND
Lifebuoy Soaps
DETAILS
CAMPAIGN SUMMARY
The Kumbh Mela in India is the largest religious gathering on the planet, making it a huge marketing opportunity. But the government body, managing the Mela reserves 70% of the space/ time on all traditional media for non-commercial messaging making all conventional media choices inefficient/ ineffective.
 
At this festival, Lifebuoy wanted to land the message “Wash your hands with soap before a meal”.
To ensure the message was heard despite the massive clutter, we created a new medium for the brand message at the moment of truth: 
WHAT VISITORS EAT BECAME THE MEDIUM - THE ROTI (Indian bread, served with every meal).
 
WE DEVISED A HEAT STAMP THAT LEFT AN ACTIONABLE MESSAGE ON A ‘ROTI’ - ‘DID YOU WASH YOUR HANDS WITH LIFEBUOY?’ AND PRINTED THIS EDIBLE MESSAGE ON OVER MILLIONS OF ROTI’S SERVED TO THE VISITORS AT THE MELA. 
 
We directly reached 5 million people exceeding our target by five times.  The cost per contact; less than 1 cent.  
 
On an investment of just US$36000 it delivered incremental sales of $40 for every $1spent, helping Lifebuoy reach its highest market share in 3 years!
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters