2015 Winners

Case Summary
If you are Fiat, how do you ensure that the relaunch of a hatchback (Punto) becomes a success and revitalizes your brand imagery? The solution was to use the revamped stylishness of Punto and marry it with the evolving Indian man looking to add style & flair to his solid yet staid personality - 'Great Just Became Interesting'. Tapping the "interestingness' seeker across mediums –Buzzfeed and the likes, we not just defied a de-growing category with a 60 % growth, but turned around and revitalized it's fuddy duddy brand imagery.

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
Sunsilk-Clean&Fresh variant was formulated specifically for Hijab wearing young Malaysian women. But religious sensitivities forbid showing hair in our communications. Research showed increasing trend for Hijab-styling. We decided to use 'Hijab styling' to represent 'Hair styling' by embarking on multiple initiatives like launching a new Hijab style called Sunsilk-twist , a TV drama about a young Hijab stylist & a Fashion reality show for aspiring hijab designers & models. Sunsilk-Clean&Fresh variant showed +11% growth. Research showed double-digit growth in brand statements like 'Making hair beautiful' and 'Clean & Fresh Scalp'.

Case Summary
Thai women are often admired for their gentle consideration toward others. Deep down, however, darker emotions rage. Oriental Princess, a local cosmetic brand, boldly gave women a voice to let their emotions out. Cleverly overcoming censorship issues and aggressively tapping into social media and women themselves, the brand leapfrogged its major international competitors: awareness grew from no.9 to no.2, attracting 400,000 new members to its community, at a speed 30 times greater than historic norm with top ranking effectiveness … all at a fraction of its competitor's spending.

Case Summary
Carlton Dry was a shining light for CUB, growing in the declining domestic beer category and outpacing competitors. However, with imported brands selling for similar price points, Carlton Dry was under serious threat. Instead of playing a premium strategy and injecting in more aspirational codes, we championed the opposite. 'Hello Beer' let young guys off the hook and proudly hung its hat on the stupidly inventive stuff that mates get up to when together. Above all realistic expectations the campaign contributed an incremental AU$8.1million and grew YOY sales by 22.75%.

Case Summary
Coca-Cola was finding it difficult to enter the Indian household, as it was not associated with in-home socializing occasions. In order to get the modern hostess to serve Coca-Cola to guests at home, Coca-Cola decided to champion the cause of spontaneous get-together. By taking formality head on, Coca-Cola not only became the preferred drink of choice for serving to guests but also created loyalists in the process.

Case Summary
Red Label, once the most loved tea brand in India lost its leadership status to competitor Tata Tea Premium. Key to regain leadership was to grow faster than competition, but the challenge was to communicate the generic tea benefit of 'taste' in a new way that would ensure the brand was Top of Mind (TOM). By showing how the taste of tea could help overcome the deep rooted socio-cultural barrier of 'Religion', Red Label not only increased TOM awareness and regained market leadership, but also won over people's hearts.

Case Summary
How do you improve corporate reputation and masterbrand appeal through a road safety campaign – when poor driving causes most accidents? Instead of blaming people, our strategy was to alert them to a hidden danger – inattention - a major accident cause that no-one knew about. Creatively we invented a world first, the Attention Powered Car, which goes when you're paying attention and slows when you're not, testing causes and solutions to inattention. The campaign raised awareness, exceeded all objectives and contributed to improving road safety.

Case Summary
MasterCard's Priceless platform evolved from simply observing moments to enabling experiences with Priceless Cities benefits program. Our task was to launch this program to Sydney locals. But being a city of distinct micro villages, Sydney-siders felt they didn't have the necessary local knowledge to have a genuinely priceless experience outside of their own neighbourhood. Our idea, Locally Famous, transformed Sydney's best-kept neighbourhood secrets into locally famous icons. We amplified this through integrated partnerships and a media strategy built from the ground up made by the locals for the locals.

Case Summary
MasterCard launched The Priceless Engine: an innovative marketing platform to provide its partners with deep insights to break through the clutter and deliver the right offers and messages to the right people at the right time. The Priceless Engine was used to power the 'Who is your VIP'-campaign, which leveraged Justin Timberlake. Creating an emotional spark with consumers and encouraging them to share stories about the VIP in their lives. This campaign resulted in never-before-seen business results for MasterCard and it's partners, turning social-media into an actual business generating channel.

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
This is the story of how we were able to unlock the huge potential for OMO Matic Liquid Detergents in Vietnam with our strategy of ONE STEP AT A TIME. Our task was to convert mums to OMO Matic Liquid from their traditional hand wash powder which they were still using in their washing machines. The results show how we doubled the expected growth rate, increased product consumption by 15% and got an incremental 1 million households using OMO Matic Liquid.

Case Summary
Boost Mobile is an Australian prepaid brand that resells mobile services. After ending a 12-year partnership with Optus, Boost was left with zero customers, a generic prepaid offer and negligible brand equity. With a campaign that reframed prepaid value from price to the emotional benefit of "Freedom", we positioned Boost as the brand that enabled young Australians to 'Stay Living' – standing against the restrictions of postpaid contracts. Using a long-form content strategy that leveraged the zombie genre, Boost achieved sustained engagement and sales, beyond what paid media would allow.

Case Summary
The Game of Thrones Season 4 premiere promised to be the year's most anticipated TV moment. It was the ultimate opportunity for SKY to promote their premium channel SoHo. We created an experience that got millions of voices from New Zealand and around the world to bring down a statue of King Joffrey in Auckland. This campaign delivered significant subscriber growth for SKY's SoHo as by the end, every Kiwi knew what they would miss out on if they didn't sign up to watch Game of Thrones.

Case Summary
Chocolate Bars are highly impulsive, and being most front of mind is what drives selection. SNICKERS is the #8 brand in Australia and growing at only 1%. It needed a moment of fame outside of TV to get noticed again. By flipping the 'You're Not You When You're Hungry' platform with a controversial viral video of empowering 'cat-calls', we sparked a global conversation. With almost 3.5million views, $11million in earned media from $25,000 investment, and a bump of $640,000 in additional sales, 'Aussie Builders' drove fame and fortune for SNICKERS

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
Bell-net Obstetrics has long wished to promote the high quality of its medical services with a view to increasing the number of deliveries at its facilities, even in this era of low birth rates. Japanese law, however, prohibits such advertising so we handed out a beautifully designed weekly pregnancy diary called Mother Book, to expecting mothers. Through social media such as blogs directed at pregnant women and word-of-mouth, this novel diary became popular amongst mothers-to-be. More importantly it helped them with giving an unforgettable experience during the pregnancy and childbirth.

Case Summary
During the competitive running season, Nike Hong Kong strived to engage and inspire runners instead of just promoting high-level brand message in mass media. We introduced an Instagram Truck that traveled to famous running spots, and invited runners to express why do they run in a 15-sec Instagram video. More than 1,100 runners' videos were being shared, liked and commented, it resulted in over 2.5 million social impressions in just one month. What's more, we picked the most popular runners' statements and surprised 73,000 participants in the HK Marathon.

Case Summary
IBM has played a significant role in the Australian Open for over 20 years, but the contribution largely goes unnoticed. So in this campaign we highlighted just how IBM helps Tennis Australia generate insights from the huge amounts of data generated by the tournament. We created IBM ReturnServe, giving tennis fans an opportunity to stare down a serve from their favourite players. But not just any serve – one that happened on court just moments earlier. In just 14 day we generated massive engagement.

Case Summary
When Samsung launched their GALAXY Gear (the Gear), a smart watch linked with your mobile, they hoped it would be the next big thing. So we threw out the rule book for tech PR. Rather than talk tech, we focused on the big picture. The Galaxy Gear lets you stay connected - without letting go of whatever you're doing. So we put that concept to the ultimate test. The ensuing idea captured national attention, generated massive PR value, and increased month on month sales by over 200%.

Case Summary
At the current rate of share decline, Bournvita, the leading milk additive health powder, would lose its 62 year leadership in 4 years. To match pace with other milk additive brands, Bournvita had adopted highly functional propositions which did not work and caused dips in Volumes, 'Top of Mind' and 'Bonding' scores. Interacting with mothers revealed a big opportunity for Bournvita to create new category codes. With the creative idea – 'Tayyari Jeet Ki' (Prepare to Win), over three years Bournvita once again became a relevant, loved and differentiated.

Case Summary
Use of illegal methamphetamine 'ice' had increased at an alarming rate amongst young people in Victoria. The biggest problem wasn't the fact it was widely available, relatively cheap or more potent than other recreational drugs, it was that young people were uneducated about ice's highly-addictive nature, and were unprepared for how quickly occasional use could transform into a habitual, and eventually, life-destroying problem. Our mission was to engage notoriously difficult-to-reach 18-24 year-olds, raise their awareness of ice's devastating effects, and prompt them to consider their attitudes towards the highly-addictive drug.

Case Summary
While AIA is a leading insurer, its ability to increase sales was constrained by low brand consideration. In 2013, it launched an integrated effort to redefine the brand across 15 countries - a first in Asia's insurance category. AIA now stands for persistent optimism - never giving up on what's important in real life. The 'REAL LIFE NEVER STOPS' campaign engaged audiences with traditional and unconventional means. The big idea galvanised stakeholders across the board. It made history by breaking business and brand records at the 94-year old insurance company.

Case Summary
MasterCard launched The Priceless Engine: an innovative marketing platform to provide its partners with deep insights to break through the clutter and deliver the right offers and messages to the right people at the right time. The Priceless Engine was used to power the 'Who is your VIP'-campaign, which leveraged Justin Timberlake. Creating an emotional spark with consumers and encouraging them to share stories about the VIP in their lives. This campaign resulted in never-before-seen business results for MasterCard and it's partners, turning social-media into an actual business generating channel.