2016 Winners

Case Summary
2015 marked the final year of production for the iconic Land Rover Defender, we needed to celebrate the history it had created with a relevant Kiwi story and sell a record number of new vehicles. This is the story of how we used traditional media to target a few, creating content enjoyed by millions. Land Rover created the ultimate Valentine’s Day gift ever for four Kiwi blokes, a piece of branded content that would become the most watched piece of Land Rover content ever and helping to deliver record sales

Case Summary
This is a story of brains over brawn. By positioning itself as the smarter truck for the contemporary ute driver, the Ford Ranger succeeded in ‘depositioning’ the well established HiLux as out dated, ordinary and a somewhat unimaginative choice. Aussie ute drivers began to believe that ‘tough was no longer enough’ and voted for Ranger’s smarts with their wallets. Helping the Ranger deliver record volume and market share growth and an impressive ROI of 290%.

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
For 10 years, Tiger–a local beer, had built aspiration amongst its drinkers by positioning itself as an aspiring international brand, but it was no longer working in today’s landscape of more authentically international choices. To sustain its leadership, we reversed its international positioning to building love and desire for Tiger as Singapore’s beer. Tiger’s “Unofficial Official” campaign is a contemporary, light-hearted expression of Singaporean identity amidst the official, stuffy brand of nationalism in SG50 – successfully increasing scores for brand aspiration, likeability, and ultimately reversed declining usage scores since 2014.

Case Summary
When you think bottled water, health-marketing and mild dehydration, innovative, engaging and humorous aren’t usually words that come to mind. But that’s precisely what we did with the AdaAQUA campaign. We transformed a commodity into a conversation that engaged the nation, re-ignited brand momentum and re-captured lost volume. By successfully reframing the role that the product played in young peoples lives we not only grew the business and convinced them to drink more water, we also got them trading in their favourite RTD teas and soft drinks for it.

Case Summary
Omron the world leader in sensing technology wanted to get people to associate it with human values and not cold values like precision and accuracy. By urging people to donate their voice to help the blind read, Omron not only improved its corporate equity but also did genuine good by improving the quality of life of the blind in India..

Case Summary
We took Australia’s newest cash lending brand from obscurity to category leadership. Negative category perceptions were alleviated by making the act of “Nimbling it’ more of the social norm than a social stigma. Rather than taking advantage of people, we targeted a more affluent segment of the market category with a human truth – “the flow of cash should never interrupt the flow of living”. The campaign was incredibly effective in terms of sales generations and brand affinity proven by a 0.90% correlation score between ad spend and customer response.

Case Summary
As the cost of living in Hong Kong rose to the second highest in the world, the city’s people were too busy struggling for a better living of today, rather than planning for tomorrow. It is hard to convince HKers to take a substantial amount of income to reserve for retirement. Our idea “Price of Living 2040” is the wake-up call for HKers to start planning for future. With provocative contents, we hijacked consumer’s routine to make them realize the impact of time on their future standard of living!

Case Summary
Snickers “You’re not you when you’re hungry” TVC campaign has been a successful campaign worldwide, as well as in Japan for four consecutive years. In 2014, we found a way to utilize the established recognition of this campaign in to create buzz amongst youth. We opened barber shop with “hungry barbers” who cut someone’s hair in a strange way, due to the hunger. This created media exposure both on and off line and created huge buzz amongst youth. Snickers reached its highest sales, ever in Japan.

Case Summary
Our job was to stop Victorian ‘at-risk’ gamblers from progressing to problem gambling and the development of a gambling addiction. This was a significant challenge as at-risk gamblers don’t think they are at risk of developing such a problem and therefore, ignore messages intended for them. We discovered that at-risk gamblers do identify with how it feels to gamble beyond their limits. So we gave the feeling a name – Bet Regret. The term Bet Regret gained immediate traction with 1 in 4 at-risk gamblers seeking information.

Case Summary
As the first step in a long-term strategy to transform a tired and declining horse racing industry in WA, Ashbeclee turned traditional marketing thinking on its head and paved the way for a new audience and new platform for racing in WA. Through the lens of relatable characters and meaningful content, ‘a day at the races’ once again became a must-do event on the summer social calendar. And for the first time in years, Perth Racing successfully increased attendance across its key summer carnival, defying industry trends across the world.

Case Summary
Mobile video content continues to grow in India and made up 36% of mobile data traffic in 2014. Estimates suggest this will touch 66% by 2019. There was potential to increase the YouTube users amongst mobile internet population. Weak network was inhibits watching videos on mobile. The ‘Offline’ feature within YouTube app - designed to bypass mobile network shortcomings and facilitate easier consumption of videos on the go, was yet to find favour with users. Unlocking the true potential of this feature for a video hungry generation was key.

Case Summary
OfficeMax turned around its school supplies business by rethinking the way it marketed to schools. It devised an awards program to recognise inspirational teachers. By marketing this program to schools and school communities it was able to lower the veil of commerciality and build affinity with schools and most importantly the teachers within them who had the power to change school supplies orders. A 4% uplift in revenues was achieved in participating schools vs an 8% decline in those who didn’t. This represented a $9.54 return on investment.

Case Summary
Incontinence is commonly seen amongst women in their 50s, but it still causes frustration and makes women feel like they lack femininity. Having to wear incontinence underwear especially damages their dignity as a woman. Depend Style Underwear has the task to help consumers overcome this stigma so that market penetration can grow. To resolve this problem, Depend Style proceeded the ‘holding hands’ campaign which marked the highest sales record ever, and is continually boosting market penetration. This case will demonstrate how to effectively overcome consumers’ stigma towards products and categories.

Case Summary
As one of the foremost online classifieds players, OLX tasted initial success in India. But soon, ran into a wall: a huge percentage of the Indian population had no access to computers. The adoption of smartphones, on the other hand, was growing at a scorching pace. To ride the next phase of growth, OLX needed to orient itself to this business reality and create a space for itself in the consumer’s smartphone. This case is a story of how OLX established its mobile platform.

Case Summary
Anta is the biggest local sports brand in China but most consumers see it as a casual brand rather than a professional sports brand.So we invited the ultra-marathon runner Chen Penbin to perform the ultimate torture test for Anta running shoes:putting them through100 marathons in 100 days.Chen ran across China via its coastal cities,from Hainan to Beijing,completing 42.2 KM daily to finish 100 consecutive marathons.Our innovative activation campaign grabbed people’s attention,changed brand perceptions and opened up a whole new audience for Anta engaged with our campaign and joined in events.

Case Summary
The relationship of e-commerce players with their customers was very transactional – zero loyalty. In battle for leadership how could Flipkart make meaningful connection was the question? We found the answer in the WORLD OF WISHES. We found that at the heart of every desire is a WISH longing to be fulfilled. We decided to become the icon of WISH fulfillment. As a result, the campaign managed to fuel conversations around WISHES leading strongly positive sentiments and perceptions for the brand.

Case Summary
After years of trying to differentiate the Anchor brand of milk in the eyes of New Zealand, in 2015 we made the decision to take a category leadership approach, and help New Zealanders fall back in love with milk again. The result was Must be Milk – a multi level campaign to promote the overall benefits of milk. A brave strategy, which has reversed a ten-year decline in overall milk consumption in New Zealand, and driven a 1.3m litre increase in Anchor branded milk in just four months.

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 2015, Dettol India was on the back-foot with archrival Lifebuoy in the battle of mass penetration. Not only was Lifebuoy cheaper and more exciting that Dettol, it had also emerged as a formidable antibacterial player. With the launch of Squeezy, Dettol wanted to arrest its two-year share loss to Lifebuoy and regain germ-kill supremacy. Through an interjection based strategy and using the teaching power of music, Dettol became a good habit for mass India to practice, overtaking Lifebuoy in the hand hygiene segment.

Case Summary
Dengue and Malaria continue to claim thousands of lives every year in India. This is the story how a pest control brand, HIT built a technology platform that would help reduce the incidence of infestation. We created a program that took fumigation to high-risk zones, and alerted people in real-time as they were about to step into a high-risk area. For a brand that was losing relevance despite a superior product, we put HIT in the centre of a nationwide conversation about pest and disease.

Case Summary
IBM Japan had become irrelevant to a new group of young buyers, such as startups and developers, who were shaping the future business of Japan. To survive in a highly competitive marketplace, IBM needed to quickly establish a relationship with this group. We achieved this through an accelerator program that leveraged IBM experts and partners, then captured the content through a documentary film series and distributed it in paid, owned and earned channels. Ultimately demonstrating how IBM can help startups grow through actions not ads.

Case Summary
Some people don’t need hair to look beautiful. A challenger brand of shampoos in India, Dabur Vakita, tried having a hair and beauty conversation, to one that wasn’t merely skin-or-strand deep. We stood by the beautiful women bravely fighting-off cancer and made it our crusade to mobilise a support network of family and friends. In the process we became, perhaps the first shampoo campaign ever, that featured a woman with a bare-scalp as its face. Without trying hard to sell, the campaign created an unprecedented impact on equity and sales.

Case Summary
Some people don’t need hair to look beautiful. A challenger brand of shampoos in India, Dabur Vakita, tried having a hair and beauty conversation, to one that wasn’t merely skin-or-strand deep. We stood by the beautiful women bravely fighting-off cancer and made it our crusade to mobilise a support network of family and friends. In the process we became, perhaps the first shampoo campaign ever, that featured a woman with a bare-scalp as its face. Without trying hard to sell, the campaign created an unprecedented impact on equity and sales.

Case Summary
This case study demonstrates how British Council re-imagined the banner ad as a learning tool to help raise its profile among potential students in Singapore. The 'Know your English’ banner leverages and tracks web reading behavior and in real-time reveals the meaning behind a word to help prospects overcome the barrier of learning a new language. By defying category convention, this innovation won numerous accolades from the advertising and marketing fraternity (Singapore Effie, AMES) and delivered a significant increase in enquiries for its adult English-learning courses versus the previous year.

Case Summary
Anta is the biggest local sports brand in China but most consumers see it as a casual brand rather than a professional sports brand.So we invited the ultra-marathon runner Chen Penbin to perform the ultimate torture test for Anta running shoes:putting them through100 marathons in 100 days.Chen ran across China via its coastal cities,from Hainan to Beijing,completing 42.2 KM daily to finish 100 consecutive marathons.Our innovative activation campaign grabbed people’s attention,changed brand perceptions and opened up a whole new audience for Anta engaged with our campaign and joined in events.

Case Summary
With the ‘Hungry Slip Ups’ campaign Snickers Hong Kong overcame cultural irrelevance and a 1% SOV by bringing attention to familiar mistakes made by public figures and telling Hong Kongers they were due to being hungry. The OOH campaign racked up over 700,000 views online – even though it only appeared offline. Additionally it earned 56 stories from 30 different news outlets and created 172,000 engagements, 49X higher than the Hong Kong FMCG food monthly average.This attention doubled the value of our total media spend and increased value sales 17%.

Case Summary
Anta is the biggest local sports brand in China but most consumers see it as a casual brand rather than a professional sports brand.So we invited the ultra-marathon runner Chen Penbin to perform the ultimate torture test for Anta running shoes:putting them through100 marathons in 100 days.Chen ran across China via its coastal cities,from Hainan to Beijing,completing 42.2 KM daily to finish 100 consecutive marathons.Our innovative activation campaign grabbed people’s attention,changed brand perceptions and opened up a whole new audience for Anta engaged with our campaign and joined in events.

Case Summary
This is a story about how OMO leveraged a partnership with the schools of Vietnam, to teach children the value of compassion through getting dirty at TET time (Vietnamese New Year). This laid a strong foundation for a multi-channel campaign to engage the nation around the OMO TET Reunion Champions idea. We turned around six consecutive quarters of negative sales growth and brand equity scores grew to the highest ever in Unilever history. But most importantly, we leveraged the nation's compassion to reunite 5000 underprivileged people with their families.

Case Summary
Early diagnosis is critical for effective treatment of multiple sclerosis. Symptoms are complex and often invisible and patients lacked the language to discuss them. We needed to increase awareness and early detection by making the symptoms famous. Seeing MS, an art project transformed the invisible symptoms into a beautiful visual language. An integrated campaign saw photographers from 70 countries contributing to the project. The photography app was downloaded 10,000 times. Doctors now use Seeing MS to aid diagnosis and the campaign/event garnered massive attention, generating $3 million in earned media.

Case Summary
Canadian Club ready-to-drink (CC) was a niche player in a no-growth market. Growth would come from creating mainstream appeal, wider availability, and stealing share from the largest audience - beer drinkers. Objectives were to get CC RTD into more stores, attract new drinkers, and have existing drinkers drink more of it. Our sustained 5-year campaign for CC exceeded all objectives by curing Australian's of their beer boredom, while making it more available and popular than ever before; it went from 15th to 4th (share of volume) in a declining category.

Case Summary
Kissan started the ‘Kissanpur’ initiative to stand against artificiality and give kids the experience of real nature. Kissan drove conviction around its claim of ‘made from 100% real tomatoes’ by not ‘plainly’ advertising it but making people experience it in real life. From distributing seeds to designing special bottle caps, from standing against gadgets to giving farm experience, Kissanpur connected kids to nature and reinforced the ‘natural’ claim. As a result, Kissan has emerged as the market leader in ketchup and scores high on all natural parameters.