Sponsorship and Event Marketing

The Shortlist
CAMPAIGN
Lifebuoy Junior Clean Hand Knight Force
AGENCY
JWT Vietnam
CLIENT
Unilever Vietnam
BRAND
Lifebuoy
DETAILS
CAMPAIGN SUMMARY

VIETNAMESE KIDS INSPIRE ADULTS TO ADOPT HAND-WASHING AS A DAILY HYGIENE HABIT
 
Although Vietnam has the highest rate of children suffering from diseases borne out of inadequate hand washing habits such as diarrhoea, Hand-Foot-Mouth, H1N1 in the region, Vietnamese mothers only take hand washing seriously during the disease season, and soon forget about it when things get back to normal.
 
Lifebuoy is the leading germ-kill soap brand in Vietnam. After years of conventionally targeting adults with mixed success, this time through a revamped strategy Lifebuoy decided to enlist support from Kids as the ‘change agents’ to drive the habit among adults.
 
Noticing that parents don’t want to act wrong when their kids act right, we inspired kids to adopt proper hand washing habits by making it a fun thing and a pride for them to take part in. It was done via a national initiative called “Clean Hand Knight Force” led by five “The Voice Kids” (TV talent show) finalists and winners. By converting kids into Lifebuoy Clean Hand Soldiers, we effectively and efficiently taught them proper hygiene habits.
 
In 2 months, we reached 1,600 primary schools in 18 provinces and recruited 60,000 junior clean hand soldiers.
 
1,9 million direct reaches and active engagement and 15 million indirect reaches to mothers and children.
 
Generated USD 600k earned PR vs USD 52K paid PR.
 
Lifebuoy has remarkably exceeded all marketing and business targets:
Soap value share increased 1,2% in urban, 140% over the target.
Soap penetration in North rural increased by 2.7% vs. 2% target.
Hand washing liquid increased by 10% nationwide in value share, 233% over target and by 7% in urban penetration, 130% above target.
Lifebuoy conviction score grew by 5% (2/3 above target of +3%)
 
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
Ecosport Urban Discoveries
AGENCY
Blue Hive India
CLIENT
Ford India
BRAND
Ford Ecosport
DETAILS
CAMPAIGN SUMMARY
Imagine a pre-launch campaign so successful, all booked media buy for launch was rendered unnecessary … This is the story of how Ford placed a huge bet on a prelaunch campaign to market its smallest SUV; through the biggest social-experiential campaign in India’s automotive industry.
 
In 2012, Ford announced its plans to pioneer a new segment – the mini-SUV. However the ‘whitespace’ swiftly evaporated before Ford could bring the EcoSport to market. Other manufacturers snatched first mover advantage; yet Ford was determined not to leave the
EcoSport’s fate to the mercy of this hot new category’s residual demand when it is finally launched in mid-2013.
 
So we pre-launched the EcoSport; 4 months before it is due, without a single car available for sale (or bookings).
 
We gave the EcoSport conversation away (plus 31 EcoSports) to the most socially vibrant influencers across India; and generated 118 days of buzz through the ECOSPORT URBAN DISCOVERIES campaign. 31 competing teams showcased unique versions of their unknown, unexplored city hotspots; amplified via professional-quality content through their far-reaching social networks. And in doing so, we conveyed what the EcoSport’s all about- a nimble, robust SUV perfect for navigating through India’s cities. Remarkably, we did this without any traditional launch advertising.
 
This campaign resulted in one of the biggest success in India’s automotive scene in recent times. It over-achieved every performance metric set by Ford, and delivered such overwhelming demand at launch, that further advertising spend was not required through the rest of the year!
CAMPAIGN
IBM Trend Tracker - Using Data to Transform Event Lead Generation
AGENCY
OgilvyOne Sydney
CLIENT
IBM Australia
BRAND
Trend Tracker
DETAILS
CAMPAIGN SUMMARY
The Australian and New Zealand (ANZ) business market for IT solutions is saturated with local, regional and international players offering solutions for large companies and boutique start-ups alike.  Within this highly fragmented, well-served market, brands compete heavily to gain the attention of IT Managers, often by using events where salespeople have the ability to share their latest solutions and directly engage customers. 
 
There can be a disconnect, however, between marketing achieving event attendance and that attendance subsequently translating into genuine sales leads.  With events playing a crucial role in IBM’s marketing playbook, we needed to re-energise their performance.
 
It’s in this context that we developed an event program called “Torque”, that was 11 times more effective at creating sales leads and 33.2 times more effective at generating revenue compared to 13 similar IT Manager events run in 2012 for IBM’s services business. 
 
The key to this success was a highly targeted micro-crm capability called “Trend Tracker”.  IT Managers engaged with it via desktop and mobile. The data they supplied enabled the sales teams to more accurately target prospects after the event.  A bold development because previously, limited customer-needs were captured during events.
 
Faced with flat-lining lead generation performance from events, our introduction of a “trend tracker”, for identifying and harvesting genuine leads, accelerated sales and became the benchmark for IBM events internationally.
 
 
CAMPAIGN
Hair Sonata
AGENCY
JWT Manila
CLIENT
Unilever Philippines
BRAND
Cream Silk
DETAILS
CAMPAIGN SUMMARY
When it comes to strong hair, all brands show it with the hair pull. So we changed the game. Traditional violin bows use horse hair, known for its strength. But what if we used human hair? Will it be as strong?

Cream Silk, the No. 1 Hair Care brand in the Philippines, gives up to 10X stronger hair. To demonstrate, Cream Silk collaborated with renowned bowmaker, Paul Goh, in creating Human Hair Violin Bows, using hair treated with Cream Silk.
 
Last October 17, Cream Silk staged the “Cream Silk Hair Sonata: The World’s First Hair Symphony Orchestra”, a once-in-a-lifetime celebration of beauty, music and art through the biggest and most beautiful demonstration of hair strength in the world. Featuring a 42-piece orchestra, using human hair violin bows, it was a historic performance attended by 300 top celebrities and influencers.
 
Hair Sonata became a national news event, covered live simultaneously by 7 TV networks, seen by over 19,300,000 viewers! Online, Hair Sonata liveblog and livestream garnered 4,559 and 1,547 views respectively, reached 40% of Philippine Twitter users on event night and became among the Top 10 Most Read News Online!
 
The campaign resulted in an 85% increase in Facebook fans with record-breaking 22.4% engagement rate (vs. Norm of 5%), generated 264,163,766 digital impressions and €740,000 in earned media! Hair Sonata helped Cream Silk grow by 17%, reach its highest-ever penetration and highest market share in 2 years.
 
Not only can strong hair be seen; now, it can be heard.
CAMPAIGN
Arthur's Day 2013
AGENCY
BBDO Singapore
CLIENT
Asia Pacific Breweries Singapore
BRAND
Guinness
DETAILS
CAMPAIGN SUMMARY
In Singapore, the beer category was declining.
Guinness, with its strong taste and older consumer profile had limited appeal with Gen Y males compared to lager.
 
Arthur’s Day (a music platform globally introduced in 2009 and locally in 2012) gave Guinness the opportunity to get Gen Y Singaporean men to re-appraise the brand through music.
 
However, Guinness’ marketing spend was dwarfed by its competitors’ huge budgets.
 
The challenge was to find a smart way to generate disproportionate publicity.
 
Arthur’s Day celebrates a man and a brand that has stood for inspiring bold choices since 1759. We brought this to life by re-branding Arthur’s Day as “a bold night out”.
 
Going with the bold brand theme, no tickets were put on sale and no free invites given away.
 
Instead we created an exclusive money-can’t-buy experience where only the boldest Singaporeans would be invited to attend.
 
3 on-ground activation booths were set up where Gen Y consumers could demonstrate their boldness and earn their right to ‘a bold night out’.
 
The stunts were filmed and turned into social content, inviting others who weren’t at the on-ground activations to win tickets by showing their boldness online.
 
Within 3 weeks, the concert was a sell-out. Not only did we reach out to a wider (Gen Y) audience, we increased the brand’s appeal with them.
 
In total, we generated SGD$1.3 million worth of publicity, exceeding the total publicity generated in 2012. All brand and consumption metrics increased by more than 25%, with many increasing more than 50%.
 
CAMPAIGN
Vodafone Ear Muffs
AGENCY
Ogilvy & Mather Advertising, Mumbai
CLIENT
Vodafone India
BRAND
Vodafone
DETAILS
CAMPAIGN SUMMARY
How do you reach 100 Million strong ‘difficult to reach’ audience segment in just $1000? And generate revenue of over $ 1Million.
 
Streaming music on mobile phones is one of the biggest contributors of revenue to Vodafone’s top-line.  This business was especially important in a difficult market like India where other revenue streams like Voice and SMS has been stagnating.
 
Till a decade back, devotional music was one of the largest contributors to Vodafone’s music business.  But in recent times devotional music listenership has been on a freefall - Especially in urban India where more exciting genres like Bollywood and MTV have taken precedence and significantly influenced musical tastes.
 
Devotional music, today, is followed only by those living in rural India. This was a difficult business problem for Vodafone.
 
Indian rural audience is a very difficult to reach segment. Conventional mass media does not reach them because television is still not a reality in large swathes of the country. This made recruiting new users for devotional music a difficult task. 
 
In February 2013, Vodafone identified a once in decade property – The Maha Kumbh Mela, a massive gathering of Hindu devotees on the banks of the Ganges. It was expected to be the World’s largest religious festival with over 100 Million people expected to congregate. A great opportunity to reach the otherwise difficult to reach target audience, Vodafone executed a unique solution that also maintained the sanctity of the event
 
Vodafone distributed an earmuff that protected the devotees from the chilly weather which also played devotional music to them when they wore it.  A message on the merchandise asked users to subscribe to more devotional music.
 
A very small budget activity, it not only warmed the ears and souls of the devotees, it increased the calls from target rural markets by 36% - a whopping additional 14 Million calls – and brought in additional revenues of over $1 Million. 
CAMPAIGN
Winning with a Glass of Chilled Water
AGENCY
Grey Worldwide India
CLIENT
GlaxoSmithKline Consumer Healthcare
BRAND
Sensodyne
DETAILS
CAMPAIGN SUMMARY
Most sensitivity sufferers in India were using a regular toothpaste to treat the condition of sensitivity. This stemmed from the denial of their condition and a reluctance to use specialised remedy. The breakthrough brand of the sensitive toothpaste category in India – Sensodyne, tackled the problem with just a glass of chilled water. Using real dentists to disseminate its message, it built authenticity. It not only overtook the powerhouse Colgate sensitive as the leader, but expanded the sensitive toothpaste category in India.
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