2018 Winners

Case Summary
Clear, a shampoo brand, faced a major problem speaking to men in Japan because most men do not care about what shampoo they use.

What Japanese men care about and prioritise over anything else was work. Clear decided to speak directly to their employers. Thus creating the world's first corporate scalp care support program targeting employees who were required to wear headgear at work.

This novel approach generated 108 million impressions and 30 major employers joined the plan, generating a record sales uplift of 171% over the previous year.

Case Summary
Lamb, the brand that stands for ‘Unity’, could no longer ignore the fact that the day Australians should be most united as a nation – Australia Day – was instead dividing us because it excluded Indigenous Australians.

Our solution was to celebrate everyone who makes Australia great, instead of the day itself. It became Lamb’s most talked about campaign ever, with over 1,400 pieces of earned media and a 23% sales uplift, proving the power of provocative thinking.

Case Summary
The University of Melbourne conducts world-changing research but the people of Melbourne didn't know about it because research is typically published in journals. In order to increase research investment, we had to publish this research in a new and interactive way.

We turned an entire city into an exhibition by featuring world-changing research re-imagined in 14 traditional outdoor media panels and brought to life with a mobile audio guide. This allowed people to see what has been Made Possible by Melbourne, leading to an increase in research enquiries.

Case Summary
Over the critical pre-Christmas retail period, New Zealand telco giants Spark and Vodafone outspent and outshouted 2degrees Mobile by more than 4:1. But in the face of this, 2degrees launched a marketing innovation campaign that exceeded every single aggressive target it was set. Data Hunt drove record engagement, reduced customer churn, and delivered new sign-ups and handset sales. It also reversed misconceptions of 2degrees’ network coverage, and established 2degrees’ leadership in the data space. And if that wasn’t enough, it delivered a truly impressive ROI of $9.93 for every dollar invested.

Case Summary
Each year, 5,000 shelter dogs are euthanized in New Zealand because there are not enough suitable or willing homes.

PEDIGREE believes that dogs bring out the best in people. So, in 2017, PEDIGREE NZ created a campaign ‘The PEDIGREE Child Replacement Programme’ to drive dog adoption enquiries through the PEDIGREE Adoption Drive Trust and increase PEDIGREE sales. The campaign led to a 16% uplift in sales, an 824% increase in adoption enquiries and helped PEDIGREE take the no.1 spot in dry dog food.

Case Summary
Brand awareness and comprehension of Cathay Pacific and Dragonair has been low in China. For the rebranding of Dragonair to Cathay Dragon, the airlines launched a co-branded campaign to excite young travellers and to tackle the brand issue. The campaign comprised of a series of branded content that built up to a unique wedding at 35,000 feet, symbolising the stronger relationship between the two airlines. The campaign raised brand awareness and comprehension levels by double-digit percentage points, while generating 639 million impressions and over 1.77 million interactions.

Case Summary
Jollibee is the Philippines’ leading fast food restaurant. Except on Valentine’s. Because Jollibee is not top-of-mind for a romantic meal. Neither is it associated with the season. So, how do we get Filipinos to visit Jollibee during Valentine’s? While everyone was celebrating romance, we found an irresistible reason for people to crave the comfort of fast food – heartbreak. The result? Jollibee’s best Valentine’s ever. Sales of featured products soared and store sales tripled.

Case Summary
The University of Melbourne conducts world-changing research but the people of Melbourne didn’t know. Publishing research raises awareness, but we had to publish this research in a new and interactive way to increase research investment significantly. We turned an entire city into an exhibition by showcasing the world-changing research, re-imagining outdoor media and bringing it to life with a mobile audio guide. This brought the brand alive to people and allowed them to experience what has been Made Possible by Melbourne, leading to an increase in research enquiries.

Case Summary
For a brand that claims to protect clothes from fading, we faced the threat of fading away from our consumer's minds. So, we took a bold stand that while any brand can wash clothes, only Electrolux can be trusted with fashion. We broke the norms of the white goods category and spoke to our consumers just like how a fashion brand would.

Case Summary
The Chinese community perceived Mudah.my as a second-hand marketplace and avoided shopping on it during Chinese New Year festival. To fight this cultural taboo, we turned a common saying in Hokkien into a catchy song - 'Hoeeki' (Let It Go), asking consumers to let go of their old items on Mudah.my to receive greater blessings in return. In a season of buying, we focused on selling! 'Hoeeki' garnered 5 million views, turned a three-year trend of decline in listings into a 7% increase and became a flagship property for the brand.

Case Summary
PEDIGREE’s mission is to make the world a better place for dogs. Knowing that each year 5,000 shelter dogs are euthanized in New Zealand , PEDIGREE launched ‘The PEDIGREE Child Replacement Programme’ – a dog adoption programme that encourages parents, whose kids have left home, to get a dog. Centered around the PEDIGREE Adoption Drive Trust and a microsite, the campaign led to a 16% uplift in sales, an 824% increase in adoption enquiries and helped PEDIGREE take the no.1 spot in dry dog food from their biggest competitor.

Case Summary

Problem:

Australia is in the midst of a silent epidemic, 3.5 million people are living with some form of hearing loss. However, many are in denial about their hearing loss or don’t know how bad it is. Our task was to get those in denial to recognise they have a problem and take action.

Solution:

We created a hearing test, in disguise.

A short film that has two different endings, depending on the viewer’s hearing ability.

Results:

Exceeded KPIs:

Tested over 134,300 Australians' hearing.

Generated 2,499 highly engaged, high-value leads.

Case Summary

KILLING TWO BIRDS WITH ONE STONE

While well-entrenched behemoths dominated the handwash market in the metros, consumer apathy towards handwashing was dominating the tier 1 and 2 towns.

But the opportunity was huge given that handwash penetration in India was only 14%.

Savlon identified a platform that not only enabled and encouraged consumers to adopt the habit of handwashing, but also convinced competition users to switch to Savlon, propelling the brand to no. 3 position within just two years of its launch."

Case Summary

In 2015, DB Export launched its new platform, Made By Doing (MBD), with an audacious idea: Brewtroleum. A biofuel made from leftover beer waste.

In 2017, we needed to further cement DB Export as the brand that helps guys turn ideas into action. So we turned to the environment again.

We created another world first – Beer Bottle Sand, enabling our drinkers to turn used beer bottles back into sand for construction use.

It saved beaches around NZ and saw DB Export Gold sales increase by 9.7% in a declining category.

Case Summary
In 2017, Airbnb set out to lead a mass conversation on Australian marriage equality with the aim of driving real social change. Launched in April 2017, #UntilWeAllBelong centered on an incomplete wedding ring designed to represent the gap in equality in Australia. An integrated campaign drove over 110,000,000 media impressions, becoming the largest corporate push for marriage equality (and any LGBTQI issue) in history. And most importantly, the conversations we sparked helped to create change with a national plebiscite on same-sex marriage announced in September 2017.

Case Summary
IAPC’s Last Words campaign in 2016 created awareness for palliative care. But in India, talking about death is taboo, so even the terminally ill, their doctors and families don’t talk about death, let alone palliative care. In this environment, the terminally ill performed stand-up comedy about death for their families, doctors and a paying audience to break this taboo and bring about cultural change. They were screened and trained by palliative care counsellors and India’s best stand-up comedians. These shows and its coverage became our campaign.

Case Summary
The Chinese community perceived Mudah.my as a second-hand marketplace and avoided shopping on it during Chinese New Year festival. To fight this cultural taboo, we turned a common saying in Hokkien into a catchy phrase - 'Hoeeki' (Let It Go), asking consumers to let go of their old items on Mudah.my to receive greater blessings in return. In a season of buying, we focused on selling! 'Hoeeki' garnered 5 million views, turned a three-year trend of decline in listings into a 7% increase and became a flagship property for the brand.

Case Summary
Following the success of 2016’s Oreo-Tmall Superbrand Day campaign, Oreo needed to create something more impactful for 2017's Superbrand Day to surpass consumers’ anticipation and increase sales on the Oreo Tmall e-Commerce store.

Oreo created an innovative special customized packaging - a music box that plays music from every Oreo cookie, with every bite changing the song. There were various packaging themes to choose from, with the ability to see them come to life with the mobile AR function. Limited-edition Oreo packaging was sold exclusively on Oreo Tmall’s flagship store during 2017’s Tmall Superbrand Day."

Case Summary
Verena Sure captures significant business results despite having zero media budget!

Overcoming challenges

a) Strict FDA regulations limiting all benefit claims,

b) Communicating a complex pharmaceutical,

c) Cutting through a competitive category valued at USD 1.6 billion.

Through a strategic mix of communication, channel & insight, Verena Sure captured 4.7 million ORGANIC views - free media valued at USD$ 500,000 within the first 5 days. We also achieved a record-breaking spike of inbound calls by 80%, a sales increase of 60% during the first month of the campaign, and maintained this level for the next 3 months.".

Case Summary

Historical definition of creativity – “Sell more, for less…”

Small budget creativity – “Sell more, for A LOT less…”

Why should agencies do this only through communication ideas? Why should insight, lateral thinking, and business acumen help create just ads???

With our client, we co-conceptualized Carvaan, a PRODUCT, and India’s latest cultural phenomenon, which has reversed our client’s business stagnancy and catapulted their share price by 250% within 6 months. The power in the product idea helped replace media dollars with buzz and talk-ability. And with zero ad spend!

Case Summary

Jollibee is the Philippines’ leading fast food restaurant. Except on Valentine’s. Because Jollibee is not top-of-mind for a romantic meal. Neither is it associated with the season.

So, how do we get Filipinos to visit Jollibee during Valentine’s? While everyone was celebrating romance, we found an irresistible reason for people to crave the comfort of fast food – heartbreak.

The result? Jollibee’s best Valentine’s ever. Sales of featured products soared and store sales tripled.

Case Summary

Traditional marketing tells us that the ‘right’ strategy for growth is to find the one thing you do well and be laser-targeted in your communications.

However, Soothers, a sore throat lozenge, showed that when you’re in a fight for your life, doing the ‘wrong’ thing, not just once, but three years in a row, could be the move that saves your brand.

This is a story of how Soothers threw out convention and bounced back from a devastating 30% loss in distribution by becoming all things to people.