Silver
CAMPAIGN
#EndAcidSale
AGENCY
Ogilvy & Mather
CLIENT
Make Love Not Scars
BRAND
Make Love Not Scars
DETAILS
Most effectiveness cases work towards improving businesses. Here’s one that’s working to put something out of business. Open sale of acid. The real problem was that business was very good. 
 
Make Love Not Scars (MLNS), an NGO dedicated to providing recovery and rehabilitation to acid attack victims had a goal – To prevent acid attacks from happening in the first place. The key was to deny free access to acid. The task was to put ‘acid’ out of business. 
The way to achieve that was to create a groundswell of people who would file a petition in the Supreme Court requesting an ‘end to acid sale’. 
We had absolute zero budgets. It meant no television commercials, no celebrities, no activation, no event or paid PR coverage. 
 
The ‘internet’ was our only option. 

Given that 90% of acid attack victims were women (source: client data), we knew they would be the most empathetic to our cause and might even evangelise it. We decided to reach out to ‘women online’. 

We tried to understand what women organically searched online. One of the most searched things by women online is ‘Do it yourself Beauty Videos’. (more in campaign execution)

We realised we had hit upon an idea. 

We approached MLNS the NGO and found the real hero of our campaign – Reshma, a young 18 year old from Mumbai, attacked cruelly in 2014 by her brother-in-law.  She agreed to be a part of this initiative. Thus was born ‘Beauty Tips by Reshma’. A beauty video log on YouTube. 3 videos on 3 different beauty tips. 

These videos worked how we intended them to. Lakhs signed the petition. Despite zero budgets, we managed to garner support from an unprecedented number of people to be able to file a petition in the Supreme Court to enforce a ban on acid sale.
CAMPAIGN
Using real time data to develop engaging videos for Malaysia's 'skip generation'
AGENCY
IPG Mediabrands
CLIENT
QSR Brands (M) Holdings
BRAND
KFC
DETAILS
It’s been difficult for KFC to get Millennials to try their burgers with McDonald's dominating brand love. Most KFC burger innovations aren’t attention grabbing and the brand simply wasn't "I'm lovin’ it" hip.
 
With the launch of KFC’s Hot and Cheezy burger, we wanted to change that.
 
Malaysians youths are fickle foodies thanks to the vast variety in our local cuisine. Just like our changing habits when it comes to food, we had to develop a marketing campaign aligned with what the younger generation liked to view online. So we decided to use programmatic technology to create brand messaging and distribute content in a millennial-relevant manner.
 
Our big idea: a talking burger that spouts cheesy lines inspired by what millennials were searching for on YouTube. Partnering with Google, we developed over a 100 YouTube pre-rolls that delivered a cheesy pick-up line based on the video that was about to be watched. This was a pioneering effort where real-time data was used to both create and distribute content to our audiences. 
 
The campaign went beyond just pre-roll ads. It branched out to digital mastheads, web banners, outdoor activation, press executions, even a Hot and Cheezy Tinder profile. 
 
Our pre-rolls touched 35% view through rate, breaking the YouTube Malaysia record! Despite being a programmatic campaign, we managed to get, on average, 4X more organic views than previous KFC Malaysia videos.
 
Immediately after the launch of the campaign, 13% more customers visited KFC during the campaign, the highest in 40 months and Hot and Cheezy burger sales increased 16% week-on-week. By the end of the campaign, we not only met sales targets, but outperformed them by 50%. Because of this, KFC grew 20% in market share amongst competitors in the burger category. 
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