Sponsorship & Event Marketing

The Shortlist
CAMPAIGN
2015 Daktarin IMC Campaign
AGENCY
BBDO and Proximity
CLIENT
Johnson & Johnson
BRAND
Daktarin
DETAILS
As a long-standing leading brand in Chinaís athlete foot category, Daktarin was under threat by more modern medications. To stem a decline in relevance and category share, Daktarin launched an integrated campaign encouraging people to overcome small obstacles toward achieving their goals in life. Leveraging ultra-marathoner Chen PenBinís awe-inspiring quest to run 100 marathons in 100 days, the effort increased Daktarinís brand affinity and modernity, while sales surged 25%.
CAMPAIGN
FutureChild
AGENCY
MullenLowe
CLIENT
Hindustan Unilever
BRAND
Lifebuoy #HelpAChildReach5
RESULT
Credited

MullenLowe Linas Group / MullenLowe Singapore
Team MullenLowe

Unilever Singapore
Kartik Chandershekar

MullenLowe SSP3 Columbia
Team MullenLowe SSP3

Hindustan Unilever India
Samir Singh
DETAILS
~ Confidential ~
CAMPAIGN
Glenfiddich Valley of the Deer Experience
AGENCY
Goodstuph
CLIENT
William Grant & Sons
BRAND
Glenfiddich
DETAILS
Glenfiddich needed to gain leadership in the Southeast Asia region by impressing their target consumers with a good brand story that would differentiate themselves from the competition. 
 
The Valley of the Deer Experience is designed to bring the Glenfiddich distillery experience to Malaysia, enhanced with participative storytelling elements and interactivity. Being the World’s most Awarded Whisky, the event was created based off the theme of knowledge, allowing guests to discover and learn to discern between different whiskies.
CAMPAIGN
Invisible Darkness
AGENCY
SoHo Square Marketing
CLIENT
Chevron
BRAND
Techron
DETAILS
Chevron, a leading global fuel company, planned to launch a fuel additives brand, Techron, in China. They approached us for a “disruptive go-to-market” strategy in China where the fuel additives market is dominated by over hundreds of local brands, whose product benefits and propositions are never clearly substantiated and most of the consumers don’t feel the urgency in the problem fuel additives are designed to fix.
 
To find a breakthrough point for Techron to enter the market, we proposed to find truth and opportunities through social buzz which including the most popular micro blog site in China, 86 industry vertical sites (both country wide and regional wide) and 15 wiki typed Q&A websites. We wanted to get deep insight to identify the target audience’s needs and intention of the car maintenance category, and then translate the insight into a campaign idea for Techron brand official launch event in China to make car owners realize fuel additives are necessary.
 
During the data analysis, “Carbon deposit problem” was identified as a major category opportunity that made existing consumers willing to try fuel additives to solve the problem.
 
In order to act on the consumer insights effectively, we created an “invisible darkness” art exhibition to visualize the intangible and invisible. 
 
The “Invisible Darkness” offline exhibition attracted a big online and offline target audience. Over 80 million ad impressions and it was estimated that more than 10 million car owners were exposed. Over 485 million impressions on social posts and 234,000 teaser video views were achieved. The engagement rate on campaign site reached 55%, five times improved from the same time from previous month. 
CAMPAIGN
The Bar That Jack Built on Tour
AGENCY
Red Guerilla
CLIENT
Brown-Forman
BRAND
Jack Daniel's
DETAILS
The Bar That Jack Built on Tour saw us travel rural Australia building a 100% crowd-sourced bar along the way. The tour stopped at six regional centres where we built a bar for Jack with the help of locals. Once the bar was built we wrapped up the regional tour with three-day Birthday Bash's in both Sydney and Melbourne. These events were held in Jack's bar built by the people, for the people. Each three day event showcased the Jack Daniel's brand through music, food and product. The overall activation brought new meaning to the brand's values in a way which was relevant for our target, allowing us to communicate our brand stories in a fashion which had consumers retelling them to mates later. By paying contributions only in whiskey it's a truly authentic way to bring the brand to life. The co-creation allowed us to re-engage lapsed Jack Daniel's drinkers, whilst bringing a wider source of consumers deeper into the brand with our varying campaign touch points. We generated positive brand experiences with Jack Daniel's consumers outside of the regular alcohol space. These experiences both aligned to the interests of our target audience and allowed us to communicate our brand values and stories. We ensured that the Jack Daniel's heartlander was reached by taking the majority of our activation out of major cities and to rural Australia to create an authentic journey which reinforces the Jack Daniel's brand positioning. This activation was then taken through the line to allow for consistent communications across all touch points.
CAMPAIGN
Visa Ride On
AGENCY
BBDO and Proximity
CLIENT
Visa Information System
BRAND
Visa
DETAILS
To challenge the dominant card (China Union Pay), VISA focused on a more sophisticated group of younger Chinese travellers who disliked being part of bus group tours and the cliché touristy experiences they provide. 
 
For them, VISA developed a GPS-based app which we attached to VISA-branded for-rent bicycles found in key travel destinations around the world – enabling young Chinese travellers to locate, go to, and sample authentic cultural, dining, and shopping experiences, wherever they can be found… even in off-the-beaten track locations in the middle of a city.
 
The apps and the bikes were a big hit on Chinese social media, and helped communicate something that China Union Pay could not - that VISA is the card present everywhere you want to be. 
 
Although we spent 34% less than China Union Pay, VISA grew +63% faster than total outbound spending as a whole – enabling the brand to gain share over the local giant (source: VISA data-base, HSBC).
CAMPAIGN
Xbox Drive to Win
AGENCY
The Spaceship
CLIENT
Microsoft
BRAND
Xbox
DETAILS
Launch Forza Motorsport 6 into the market with a big bang, get fans (both new and existing) as engaged as possible and drive digital sales of the Forza franchise.
 
The popularity of the Forza Motorsport series for Xbox has increased dramatically with each new addition to the franchise. It was essential the launch of Forza Motorsport 6 really stepped up a gear and took fan enthusiasm for the game to a whole new level.
 
Forza Motorsport 6 is by far the most realistic and detailed version of the game yet, featuring new gameplay elements, more than 450 car models to choose from (which is more than double the number offered by Forza Motorsport 5) and nine new racing tracks.
 
This is a first class car racing game that deserved a world-class launch.
 
We wanted to find a way to celebrate our super fans around the world, who have grown with the game through each new edition and become incredibly skilful and competitive Forza Motorsport virtual drivers. We wanted to connect them with the real world of race car driving.
 
We also needed to find an interesting approach to make the most of our digital assets, to engage with our fans online in more meaningful ways and to grow our digital revenue.
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