2014 Winners

Case Summary
Instead of running a dealer-level pre-sale campaign for the all-new B-Class, Mercedes-Benz packaged the “night” into a marketing story, creating a youthful allure that infiltrated the online shopping activities of our audience. The teaser site ran exclusively on T-mall and was accessible only at night. The whole fleet of 398 cars was sold out within 2.5 hours on the store’s opening night, generating 34 times the campaign expenditure in revenue, 5300 potential consumer leads and 2.2m page views! And MBCL’s brand tracking showed positive shifts in key “young” image statements.

Case Summary
In a highly competitive and highly censored environment, Oriental Princess, a Thai cosmetic brand took a unique approach to communicating its limited edition range “Reflection”. Media and consumer insights helped us better understand that modern Thai women don’t just want to look pretty but be in control with “looks that could kill”. A serialized on-line murder mystery was created, supported by integrated media. The product sold out in 3 months, with effectiveness levels (based on results vs spend) at least 10 times greater than the market. Murder paid off.

Case Summary
In the Indian summer of 2013, Coca-Cola was on the back-foot compared to arch rival Pepsi. Pepsi not only had the biggest event of cricket (IPL), it also had the biggest names from Bollywood to take on the critical summer season. Coca-Cola needed to desperately hold its turf in the battle for teen love. By unearthing an emerging youth philosophy and championing the aware, conscious youth of today, Coca-Cola not only leapfrogged Pepsi in critical youth affinity scores but also grew faster with a lower share of voice than Pepsi.

Case Summary
Pepsi had to strengthen its association with Cricket and T20 world cup was the best time to do that. We showcased different cricket stars playing different sports other than cricket. We showed how our cricket stars would fare in other sports if they were to use their gifts, which make them unique, in those sports. The results were catastrophic and embarrassing, in a funny way. The campaign was a huge success as it achieved in increasing not only the TOM but sales too.

Case Summary
During the Chinese New Year period, brands are fighting for consumers’ attention. It is when every brand advertise very heavily in order to gain a top of mind awareness so that they can push sales during this period when consumers are spending heavily. The journey home during Chinese New Year is something that millions of Chinese can resonate with, since that is when the world’s largest migration happens. Many details of the story reflected what our consumers typically face in their real life experiences, and pulled at their heart strings.

Case Summary
Cadbury Dairy Milk was becoming less relevant to people, so we found a new role for the bar in gifting. We turned a plain bar of chocolate into a bespoke greeting card and invited people to ‘Say it with chocolate’. In TESCO stores across Malaysia during Hari Raya, a modified letterpress machine was used to imprint messages that consumers desired on a bar of CDM. The idea helped to change people’s perceptions of CDM as a gift, leading to a substantial lift in sales.

Case Summary
A chance recording from an in-car camera of a horrific car crash provided the idea for a very smart and relevant promotion by DBS DriveShield. To help drivers in unexpected incidents, we gave them an all-seeing third eye. It captured some unexpected incidences: A car slice in half by lightsabers, a magnetised car attracting the debris from a tornado and a car frozen by an ice storm. This campaign proved to be a sensational winner with vastly superior results over 2011.

Case Summary
This case shows how we overcame a problem faced by so many behavior change campaigns; how to get people to face up to risk and act in their own interest? Every year Australian homes and lives are threatened by devastating bushfires. Yet the majority of Australians living in high-risk areas ‘assumed the best’ and failed to prepare ahead. We changed that behavior, by stimulating an urgent sense of vulnerability that motivated ten times more downloads & completions of the Bush Fire Survival Plan than in the previous year.

Case Summary
The three big telecommunication competitors in Australia, Telstra, Optus and Vodafone account for 82% of the market, they also enjoy a much more tangible presence due to their number of retail outlets and large communications spend. The market has reached saturation point with more phone accounts in Australia than there are people. Virgin Mobile Australia is consistently outspent by the major players, by a ratio of up to 4:1. This case outlines how Virgin Mobile punched well above its weight to gain customers and increase revenue by 12% YOY.

Case Summary
A ringtone called “Honey Bunny” that demonstrated IDEA’s seamless connectivity across India and dispelled all the doubts of it being a regional player. An IDEA way of saying things yet again.

Case Summary
Under restricted news environment in China, there is nothing different about news. How can NetEase news drive viewership as game-changer? We discovered that the more controlled the news, the more liberated the opinions become. So we champion the attitude of NetEase readers. We launched a 2 waves campaign-the attitude is on you-to inspire Chinese news readers to share voice at NetEase news platform. After wave 1, NetEase viewership increased by 9.13%(competitors dropped by 2.52%).During 2 waves, the total user’s time spending on NetEase news APP ranked No 1.

Case Summary
Thai Health Promotion Foundation (THPF) has operated and aggressively promoted free hotline, “1600 Quitline” to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. The campaigns failed to create long-term behavioral change. Smoking Kid employed a new approach for anti-smoking campaign which communicated with smokers on a personal level. With no media spending, Smoking Kid had an enormous impact with massive earn media beyond Thailand. The campaign was sparking conversation and inspiration about quit smoking around the world.

Case Summary
You trawl through your competitors’ product disclosure statements and discover that many don’t insure drivers for parts that are covered as standard in NRMA Insurance’s policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers don’t cover. 12 weeks later you’ve got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.

Case Summary
Hungry Jack's is a David in a category full of Goliaths. Outspent and outnumbered by global titans - McDonald's, KFC, and Subway - we were tasked with finding a new way to encourage people to walk past the competition and into our stores. We did this with the Hungry Jack's Shake & Win App: an industry first and entirely new revenue driver. This case demonstrates how we embraced digital technology and changing shopper habits in order to deliver a stunning amount of sales and traffic for Hungry Jack’s.

Case Summary
In a category dominated by product and price advertising with little differentiation between retailers, we made a bold move to stand apart. Mitre 10 Easy As is a fully integrated programme that inspires Kiwis to undertake more DIY projects and provides them with the information, tools and materials to do so. This has delivered not only a significant sales increase for Mitre 10, but has shifted them from a retailer that just sells stuff, to one that gives their customers the unique satisfaction of a DIY project well done.

Case Summary
How do you get young people to be safe around trains? Make it the dumbest way to die. Dumb Ways to Die is the rail safety campaign that became a cultural phenomenon, generating millions of hours of engagement with a message in a way that people least expected.

Case Summary
You trawl through your competitors’ product disclosure statements and discover that many don’t insure drivers for parts that are covered as standard in NRMA Insurance’s policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers don’t cover. 12 weeks later you’ve got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.

Case Summary
Cadbury Dairy Milk was becoming less relevant to people, so we found a new role for the bar in gifting. We turned a plain bar of chocolate into a bespoke greeting card and invited people to ‘Say it with chocolate’. In TESCO stores across Malaysia during Hari Raya, a modified letterpress machine was used to imprint messages that consumers desired on a bar of CDM. The idea helped to change people’s perceptions of CDM as a gift, leading to a substantial lift in sales.

Case Summary
This is the story of how one of Australia's biggest and oldest retailers re-invented itself and despite one of the countries deepest retail recessions returned the first profit in over a decade and became one of Australia's most talked about brands. Over 2011 to 2013 'OK' has been an organising idea that has helped transform customers and staff’s perceptions of Kmart from a 'struggling' discount department store to a lively, contemporary shopping experience that all Australians are proud to shop at for quality products and amazing value for money.

Case Summary
Hungry Jack's is a David in a category full of Goliaths. Outspent and outnumbered by global titans - McDonald's, KFC, and Subway - we were tasked with finding a new way to encourage people to walk past the competition and into our stores. We did this with the Hungry Jack's Shake & Win App: an industry first and entirely new revenue driver. This case demonstrates how we embraced digital technology and changing shopper habits in order to deliver a stunning amount of sales and traffic for Hungry Jack’s.

Case Summary
In a country that faces routine water shortages, Killer Jeans—India’s leading denim brand by sales--believes that saving water is a social responsibility. In 2012, it launched a new line of Water Saver jeans that cut water usage for a single pair by 80%. The challenge for Killer Jeans was to convince the youth to care about Water Saver Jeans, and make them pay more for it. Through “Show your Green Side”, Killer Jeans embedded the marketing idea within the product itself and made an environmental cause a fashion statement.

Case Summary
Creativity is born of challenge and opportunity. In 2012 we challenged ourselves to surpass the record success of our previous campaigns for ORBIS and, thus, help generate more money for the charity’s sight-saving mission. This time the need was greater and more urgent. ORBIS needed to equip a new ‘flying hospital’. In this we identified an unique opportunity and created an idea that surprised everyone, pushing donations to an all-time high of HK$2.9million and smashing 2011’s record by a staggering 55%, against a depressed HK charity sector.

Case Summary
Hungry Jack's is a David in a category full of Goliaths. Outspent and outnumbered by global titans - McDonald's, KFC, and Subway - we were tasked with finding a new way to encourage people to walk past the competition and into our stores. We did this with the Hungry Jack's Shake & Win App: an industry first and entirely new revenue driver. This case demonstrates how we embraced digital technology and changing shopper habits in order to deliver a stunning amount of sales and traffic for Hungry Jack’s.

Case Summary
Last to market, with half of the country already having taken up retirement savings, the Bank of New Zealand was always going to have a battle with its undifferentiated KiwiSaver product. But instead of pretending ours was a unique product, we took a leadership position around KiwiSaver, and stimulated the whole retirement savings industry. As a result, BNZ smashed their targets for sign ups to their scheme, and managed to reverse a declining trend in KiwiSaver sign ups nationally. And they did it all with a song.

Case Summary
The problem with a cause like Amnesty International in a place like New Zealand is that it feels distant from people’s lives. Very few people have been directly touched by Amnesty’s work. We wanted to make Amnesty International feel as real, and as close to home as some other charities do for New Zealanders. Trial by Timeline did just that. It took people’s Facebook timelines and showed them the crimes they had committed in other countries, just by living a normal life. And the results were astounding.

Case Summary
The Australian rainbow flavoured milk segment’s obsession with nostalgia was blocking growth – relegating it to a rare treat. Our strategy reframed flavoured milk around an original gut-filling, frequency-driving occasion, that positioned OAK as the most authentic flavoured milk that truly satisfies. The ‘Hungrythirsty’ occasion and OAK’s provocative personality captured the attention of consumers and trade alike: it grew the category in declining markets, increased per capita consumption by up to 22%, and was the only brand to experience growth in a mature market – all with an impressive ROI.