2015 Winners

Case Summary
In a pre-dominantly tea-drinking nation, this campaign got coffee to make inroads into Indian homes. We re-defined the role of coffee from being a 'social lubricant' consumed in cafes to a cup of coffee consumed at home, from a 'cup of indulgence' to a 'cup of resolve'. We became the steadfast companion to youth in their journeys, motivating them to stay the course and to never give up on their dreams.

Case Summary
Though the middle-class in India is growing larger and richer, owning a home printer was not on people's radar since they could print at their neighborhood print shop or the office. This was an issue for HP, a leader in the market. Armed with strong insights, we made a bold decision to depart from how the product was marketed before and focused on parents with school-going children. By showing how HP can help children shine in school, we delivered an A+ campaign with A+ results for both parents and HP.

Case Summary
When hundreds of millions of Chinese travel overseas, they don't use international payment brands like Visa. They use China Union Pay, the default government-owned payment system they've grown accustomed to. This is a story about how Visa gained share versus the mighty Chinese brand -- simply by daring them to get out of their comfort zones when traveling via the "Get Lost in 48-hours" Visa challenge." The campaign generated highly shared branded content, invigorated growth, and enabled Visa to outperform the market.

Case Summary
OCBC's launch campaign for its new deposit product, 360 achieved the near impossible. It managed to break through the incredible inertia that bound Singaporeans to their primary banks. It did so by anchoring on a strong cultural insight: that Singaporeans are among the hardest working people in the world, so why do they allow their money to be lazy with their current banks? OCBC provoked Singaporeans to "Wake Up your Money." And they did, with account sign-up surpassing its 9-month target by 327% just 4 months into the campaign .

Case Summary
This is a story about love spanning the years 2011 to 2013. It's proof that even in an undifferentiated category where consumers see all brands as the same and in a resented category like car insurance; characterised by lethargy and disinterest – it's possible to create a campaign the entire nation falls in love with and amplifies for us. Better still, it's proof that over time it was possible to grow the AAMI brand through fame from being part of popular culture.

Case Summary
NCPG created a public awareness campaign that would discourage Singaporeans from gambling irresponsibly during the World Cup. The objective of the campaign was to educate the public on the effects that gambling would have on them, and their loved ones. The fact that the NCPG help-line received more phone calls than it ever did compared to previous years is testament that the campaign resonated with the target audience and acheived the behavioral change that the campaign sought out to accomplish.

Case Summary
Band-Aid was once the pioneer strip in China. But more brands have entered the market. Without totally breakthrough product innovation, Band-Aid's sales growth is stagnant. We realized that the meaning of Band-Aid to a mum is bigger than wound healing. It's a medium to deliver her healing love. "Band-Aid, Heal With Love" campaign was launched to provide a digital platform, where mums can customize a badge of love on a Band-Aid. A breakthrough amount of user generated contents were created. The campaign immediately drove monthly sales growth by 9%.

Case Summary
In Taiwan, people are quite self conscience about the style, size and condition of their house. Consequently, they rarely enjoy the simple pleasure of inviting family and friends into their home. So IKEA wanted to rekindle the joys of gathering at home, by creating a IKEA house, where people can experience the joys of gathering at home in a friendly and intimate environment, and share it as the best venue for gatherings on social media, resulting in 10% more visitor traffic and 5% more sales value than the original target

Case Summary
When Philips India launched 'Philips Airfryer' in 2012, claiming 'cooks food with 80% less oil' the belief was the product will be a runaway success. However 1.5 year down the line it was clear that it needed a much higher credibility for the consumers to consider it. Further changing Indian habits is a slow burn and it was requisite to fast track the adoption. We created an innovative approach of leveraging celebrity chefs' & created online brand advocacy program. Helping boost the interests and resulting sales that increased by 700%.

Case Summary
How could SingTel increase its data roaming penetration or get more subscribers to activate their data roaming plans while travelling, when people had resorted to cheaper alternatives due to their fear of bill shock? We dramatised this fear as "Roamaphobia" - the irrational fear of data roaming - revealing the ridiculous inconvenience of its "symptoms" or people's current coping behaviours, and positioned SingTel's convenient and affordable data roaming plans as the "cure". As a result, SingTel's data roaming penetration outperformed historical increases by 3x, leading to incremental revenue of 21%.

Case Summary
In a nation obsessed with Cricket, how do you create interest in an ancient Indian sport - Kabaddi which ironically is unfamiliar and yet carries the burden of being 'uncool'? The solution was to change the perception towards Kabaddi by revealing its real cool tackles and moves. The idea celebrated the awe-inspiring moves at one level and connected it with life at another level.

Case Summary
KFC Burger sales remained stagnant at 3%. To compete with ourselves, KFC developed new burger resulted in a delicious taste testing but with the uncommunicated polarizing ingredients. We managed to turn roadblock around and used it to create new path for KFC. The idea 'KFC BLACK MAGIC BURGER, THE TASTE THAT AWAKEN YOUR SENSES' was created under strategy 'TO TURN MYSTERY INTO CURIOSITY' by creating a new story of taste and eating experience that would change consumers' belief forever. The result was highly effective and defied all KFC Burgers' norms.

Case Summary
Burger King has a problem: everyone loves The Whopper. For most customers it's their default burger of choice to the extent that they rarely venture into BK's extended menu. To successfully launch three new chicken burgers and expand our customer base we needed New Zealanders to branch out, to break from routine. However their emotional attachment to the Whopper made this a challenge. We needed them to cheat on their beloved Whopper.

Case Summary
Kissan, the No. 2 in ketchup, was thinking of doing the unthinkable, upstaging Maggi, the market leader for generations. We decided to move from 'artificial tomatoes' as the evil we fought to 'artificial togetherness' physically together but mentally separated because of the excessive intrusion of gadgets during family time. We redefined Kissanpur as a way to not only grow real tomatoes but in the process also rediscover real connectivity with your family.

Case Summary
Gillette 'Scandal Shave' is a story of how an orchestrated celebrity scandal resuscitated Gillette's business in China. Inspired by the insight that Chinese women find men wet shaving arousing; an unbranded 'private' video of national sweetheart Gao Yuan Yuan, scantily clad and intimately wet shaving a man was 'leaked', generating a national scandal of enormous proportion. Capitalising on this with a full suite of branded activities, the campaign helped Gillette reach 237 million people, record its highest ever sales, and stunt the growth of dry shaver category.

Case Summary
Gillette 'Scandal Shave' is a story of how an orchestrated celebrity scandal resuscitated Gillette's business in China. Inspired by the insight that Chinese women find men wet shaving arousing; an unbranded 'private' video of national sweetheart Gao Yuan Yuan, scantily clad and intimately wet shaving a man was 'leaked', generating a national scandal of enormous proportion. Capitalising on this with a full suite of branded activities, the campaign helped Gillette reach 237 million people, record its highest ever sales, and stunt the growth of dry shaver category.

Case Summary
On 2nd August 2013, Karicare was severely affected by the worst food safety scare in New Zealand history. Sales plummeted overnight, falling from category leading 80% share of market to negative share. Despite being just a false alarm, the damage lingered for Karicare with sales plateauing at just half of pre-crisis levels. This is the story of how we rebuilt trust for the brand with the mass New Zealand public and specifically with mums who were affected by the crisis, and how we regained market leadership despite all odds.

Case Summary
OPSM's market leadership was challenged by the fiercely competitive Specsavers with their massive media spend and low prices. To compete, we found a new market; the 10 million Australians not using vision correction – with 75% having undiagnosed vision problems. To help uncover these vision problems, we created the OPSM EyeCheck App, a TGA approved medical app, so Australians could screen their vision and book an eye test. The app shot to #3 in Australian app stores, resulting in more Australians getting eye tests and a massive ROI of 153%!

Case Summary
How does a small brand fight the market giant who spends 8.5 times more? Huggies wants to own baby's activities in daytime in contrast to Pampers who owns the nighttime with "golden sleep".Huggies changed the conversation from sell to SOLVE and claim to CAUSE, providing an uncommon solution to mothers via a common platform WeChat.Ease Baby Pee Finder APP was developed to help mothers track down nearest diaper changing stations so they can take baby out without getting held back, making the most of their time out with baby.

Case Summary
In a nation obsessed with Cricket, how do you create interest in an ancient Indian sport - Kabaddi which ironically is unfamiliar and yet carries the burden of being 'uncool'? The solution was to change the perception towards Kabaddi by revealing its real cool tackles and moves. The idea celebrated the awe-inspiring moves at one level and connected it with life at another level.

Case Summary
Google believes in the magical power of technology to solve problems. Through local initiatives and partnerships Google becomes a part of the cultural fabric of countries it operates in. With a low voter turnout expected in the 2014 Indian General elections, Google took upon itself the responsibility to inspire the youth to believe in the power of democracy. Our hunt for an inspiring story took us to Kalpa, where the first believer in democracy resided. Independent India's first voter became our call for #PledgeToVote.

Case Summary
Tang's Project RecyClass aimed to help address land pollution by reducing waste foil packs through a movement empowering children nationwide to encourage barangays to donate over 1,000,000 recyclable foil packs to be used to make flood-proof plastic school chairs via a technology available in the Philippines; and donate 10,000 these chairs made out of the recyclable foil packs to selected underprivileged public schools, aiming to supplement the need in classrooms. More than 3 million people engaged with RecyClass. Tang managed to recycle 10,000,000 packs and donate 10,000 plastic school chairs.

Case Summary
In 2013 a new law was put forward to curb sales of psychoactive substances. Unfortunately, while this bill was trying to save people, it required party pill producers to test their products on animals.

Case Summary
Blindness affects 39 million people globally, with 90% of sufferers living in third world countries. Sadly, over 90% of people living in developed countries turn away when asked for help, remaining disassociated with the problem. So we developed a simple, interactive digital experience with a difference, in order to share our message, provoke people on an emotional level and gain a positive response. We seeded Orbis Don't Look Away through various digital and social channels, amplifying our message and encouraging people to engage with the experience.

Case Summary
Like most charities, the PEDIGREE ADOPTION DRIVE is seeing the impact of 'slacktivism': the trend toward people engaging with charities in the social space but no longer doing the things that have real world impact (such as donating!) Rather than try to change this behaviour, we found a way to harness it, use it to our advantage. We created 'Sharity' - a world first initiative that turned YouTube content into a fundraising mechanic. Just by watching and sharing our video, users were helping raise money for dogs in need.

Case Summary
The world of social media is littered with campaigns that failed to deliver any return. This case study is in stark contrast: it shows how the Velocity marketing team delivered a Twitter-driven acquisition campaign that paid back in spades, generating our best new membership numbers for 3 years for a measly investment of eight thousand Australian dollars. Not only did it generate extraordinary ROI in the process but, more broadly, it serves as important evidence that you can make social pay.

Case Summary
In an extremely competitive market, L'Oreal Paris was set to launch L'Oreal's False Lash Butterfly Wings Mascara and Superliner Blackbuster Eyeliner. Instead of launching products, we created a new look at the Melbourne fashion festival: The Winged Eye. Launched on the runways, and advertised through traditional, digital, branded content and PR, the look became a must have, and the products a must buy. The Mascara and Eyeliner shot to number 1 in Australia, exceeding share targets by 195% and 143% respectively.

Case Summary
The task 8 years ago was to get risk-averse tourists to choose Madhya Pradesh, a hitherto black-hole destination,and put it on their MUST-SEE places list. Most popular tourist destinations had a star attraction that pulled tourists, but often left out the interests of someone in the family. But MP offered not ONE but ALL kinds of experiences - just like a True Family Entertainer that has something for everyone! Campaigns that sprung from this resulted in MP seeing 65.3 million domestic tourist arrivals in 2013-14 against 7.2 million in 2004-05.

Case Summary
Google believes in the magical power of technology to solve problems. Through local initiatives and partnerships Google becomes a part of the cultural fabric of countries it operates in. With a low voter turnout expected in the 2014 Indian General elections, Google took upon itself the responsibility to inspire the youth to believe in the power of democracy. Our hunt for an inspiring story took us to Kalpa, where the first believer in democracy resided. Independent India's first voter became our call for #PledgeToVote.

Case Summary
The IKEA catalogue; a cornerstone of its business. Millions of copies are distributed to homes annually, but fewer people remember receiving it. The printed catalogue was irrelevant in a digital world. To rekindle a nostalgic love for the book, we created a video that contrasted the catalogue against technology. Our mission: hijack the biggest 2014 tech event– iPhone6 launch. Garnering 12.7 million views globally. Despite a 50% budget decrease from 2013, we saw significant sales increase. Singapore & Malaysia achieved an 8% and 13% lift in same store sales YOY.

Case Summary
You've got a range of economical printers that should have small business owners crashing through the door, but they're not because of the initial set-up costs. Taking the challenge on, we reframed Epsons Inktank printers in a no-nonsense way that cut through the category's clutter, went bish bash bosh across the channels, managed to get a ridiculous amount of people to sit and watch a B2B video about printers, and ultimately grabbed Epson a 161% increase in sales yoy across 5 countries.