Sponsorship and Event Marketing

The Shortlist
CAMPAIGN
A Story of how a Bottle Cap brought nature into the lives of kids
AGENCY
Mindshare
CLIENT
Hindustan Unilever Limited
BRAND
Kissan
DETAILS
Kissan (farmer) carries heritage associations within the ketchup category in India. For years, the brand has partnered with mothers to ensure that their children are fed delicious yet wholesome food which is loved and not shoved.
 
However, increasing commoditization within the ketchup category was causing Kissan to lose consideration amongst consumers as better quality ingredients in Kissan necessitated higher than market pricing.
 
Consumers attribute the quality of ketchup to the quality of tomatoes that make it. Hence, marketing objective was to drive conviction in our product truth - “made from sun ripened real tomatoes” to drive preference for the brand. 
 
We also knew that it could not be done with mere awareness of the claim but actual experience of it.
Getting consumers to experience real and natural in a concrete world meant that we had to bring the experience to the consumer right where they were.
 
Welcome to Kissanpur (Farmer’s land) – where what you grow is what you eat. An idea that inspired 20,000 sq ft of real farm (yes a real farm!) to crop up right in the middle of concretized city along with millions of little farms in urban homes via print, digital, product and experiential events.
 
Kissanpur overwhelmed the consumers so much that it led to Kissan growing at 2.5X the category growth rate and endorsement on “made from sun ripened tomatoes” and “made from quality ingredients” grew by 1600 bps and 300 bps respectively.
 
CAMPAIGN
Greatness is Contagious
AGENCY
CHE Proximity
CLIENT
ICC Cricket World Cup
BRAND
ICC Cricket World Cup 2015
DETAILS
How do you sell out cricket stadiums and recapture the magic of one-day cricket?  

After 23 years abroad, the 2015 ICC Cricket World Cup returned to Australia and New Zealand, bringing the spectacle of this once in a generation event. 
 
In recent years, the fifty-over format of one day international cricket (ODI) became the forgotten middle child, caught between the flashy new born, T20 and the timeless appeal of its favoured elder, Test Cricket. 
 
A 2011 survey of Australian cricketers found over half believed the fifty-over format would vanish in 10 years’ time - at least one former great agreed:
 
"I reckon in about three years... it will be pretty much gone," a former Australian cricketer told radio station Triple M. "There’s a World Cup in 2015 - TV deals are all locked away, but after that it will be history.”
 
The difference in attendance in the 2013/14 Australian season between T20 and One Day cricket was a staggering 1,726,292 people.
 
Moreover, the T20 competition enjoyed a 300% spike in its television audience during 2013-14, with droves of first-timers lured by the fast and flashy format.
 
Our challenge was clear; we had to recapture the magic of One Day Cricket and win back lost legions of fans whilst appealing to new generations.
 
This was an opportunity to celebrate an atmosphere of inclusiveness bringing together 14 nations playing for Cricket’s highest honour – to be crowned World Cup Champions.

The event turned out to be a resounding success.

Note: Results are confidential
CAMPAIGN
Microsoft: Delivering Indian Election Like Never Before
AGENCY
Lodestar UM
CLIENT
Microsoft Corporation India Pvt. Ltd.
BRAND
Microsoft
DETAILS
814 mn voters, 150 mn first-time voters, 9 phases, 543 constituencies, 8748 candidates, 9,30,000 voting centres, and historical data of 15 general elections is the complexity and scale that India, the world's largest democracy grappled with as it went to polls this General Elections. A perfect opportunity to deliver a 'One Microsoft' proposition, to interpret Big Data in a meaningful way and to bring to life the Cloud-first, Mobile-first strategy in a contextual and relevant setting.
 
The value based, content-led, partnership with India’s leading media conglomerate, IBN News Network, landed a differentiated solution "Microsoft Election Analytics Centre" – an engaging sponsorship of India’s General Elections 2014. This turnkey, interactive solution simplified the otherwise daunting task of telling a technology story. We reached an audience of 77.7mn on IBN 7 and 24.5 mn on CNN IBN, generated awareness via 151 mn web instances and 77.2 mn on Twitter with a prodigious 31x ROI. 
 
CAMPAIGN
OMO - The Big Sale
AGENCY
Lowe Vietnam
CLIENT
Unilever Vietnam
BRAND
OMO MATIC
DETAILS
HOW CLOTHING LABELS HELPED SELL LIQUID DETERGENT?
Imagine having an I-phone and using it just to make calls. Now, imagine someone telling you to download a design app for the phone & pay 16.99 US$ for it. Obviously, you don’t care for this app or any app for that matter.
 
We had a similar problem with women in Ho Chi Minh City. 40% of all washing machine users are in this city – yet they didn’t use OMO MATIC – a washing machine specialist. And there was nothing wrong with the product. 
 
The fact was that women didn’t know how to use their washing machines. They didn’t read the boring manual that comes with it. So, OMO MATIC just didn’t make the cut. And these women continued using powder detergent.
 
THIS IS A CASE OF HOW OMO MATIC INCENTIVIZED EDUCATION IN A MANNER – WOMEN WANT IT!
 
INTRODUCING OMO MATIC BIG SALE – A UNIQUE SPACE DISCOUNT GENERATOR
Women could unlock discounts up to 80% on top fashion brands, ONLY if they knew how to take care of the fabric in a washing machine. All the clothes came with unique tags / symbols that needed to be decoded. 
 
We invited 1000 women – 6000 turned up
Calls to the OMO MATIC hotline jumped by 300%
Conversion rate went up to 59% post just 1 event in Ho Chi Minh City
 
(Source: Client data)
 
Partners
Media Supporters
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Media Supporters
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