2020 Winners

Case Summary

Indians are reluctant donors with a “Why give up something for someone else?” mindset. People donate blood only if it’s for someone they care about. With this insight, we built empathy towards Mr. Mithani, who has donated blood 151 times in the last 30 years. Now that he’s 65, donating could be harmful to his health. #StopMithani asked people to come out and donate blood so that he doesn’t have to. We got 366,572 new donors in just 1 day and collected 3.11 lakh units of blood, saving lives of 933,000 Indians.

Case Summary

Ordinarily, Foodbank’s Christmas appeal involves direct marketing pleading for donations. In 2018, we crafted an idea with a more immediate response: Hungry Puffs, the breakfast over 100,000 West Aussie kids wake up to every day. In the lead-up to Christmas, empty boxes of Hungry Puffs were stocked in over 40 major supermarkets across Western Australia. Shoppers who were in the process of buying food for their own families were suddenly encouraged to support a much bigger cause – helping feed children who go without breakfast every day.

Case Summary

This is a story about Snickers becoming a "virtual" connection tool by gamifying their creative platform. In our campaign, the cute idols from the famous game, transform into horrifying figures. Together, the audience then transforms them back to themselves, by offering the idols Snickers on Twitter. “Not being sharable” for use as a connection-tool, has been Snickers’ obstacle in gaining the younger generation following. Although this holds true, by becoming a "virtual" connection-tool, it brought back Snickers into the lives of today’s teens and increased sales.

Case Summary

THE RESEARCH PROJECT THAT BECAME A CAMPAIGN. In 2017, Movember created their boldest campaign yet. A single letter – yes, just one – raised $1.7m, won an Effie Gold, and saved lives. The next one was even more innovative. We took the research project for Movember’s new campaign and made it into the campaign! The results: 36% YOY growth in “mo”s and a new record $2.4m in donations - 40% up on the previous award-winner. All with a media budget of $0.00. The “Mensus” is now Movember’s most effective campaign ever.

Case Summary

Despite the successes of previous campaigns, The New Zealand Police 2018 recruitment challenge was to create new opportunities for an even more diverse range of prospects to apply to the police force. Many potential police applicants have never had opportunity to talk with a cop on a personal basis. So, questions that might help them decide to apply were going unanswered, resulting in lost potential. This integrated campaign used questions to broaden the pool of potential applicants and improve candidate quality in the most effective police recruitment drive yet.

Case Summary

Australians gave KFC credit for making ‘great tasting food’, but not making good quality food. Even when we tried to prove our food was good quality, they didn’t believe us. So how did we get Australians to give us the credit our food quality deserved? By undertaking an impossible task - a mission to get Kentucky Fried Chicken a Michelin Star; the greatest signifier of restaurant quality there is. The mission received media coverage worldwide, improved quality perceptions of our food, and increased sales dramatically. Mission impossible? No. Michelin, possible.

Case Summary

ALDI is proudly Good Different. In the past, our highly effective brand platform has been used to demystify how we help shoppers save. However, in a world of high-low pricing and shiny loyalty reward cards offered by our competitors, true value is becoming harder and harder for shoppers to decode. This is the story of how Good Different helped us take on the misleading and minimal benefits offered by these ‘saving schemes’ and cement ALDI as the value leader in the category.

Case Summary

Not many brands can boast of a 72% increase in revenue during the Christmas season, especially a product as unChristmasy as denim. But Levi’s did just that in 2018 thanks to a heartfelt digital film that launched their newest retail experience to Filipino millennials. By staying true to the Filipino spirit of Christmas—and bucking Levi’s Western imagery—this film also boosted brand health sentiment, purchase intent, and sell-through growth. It increased overall holiday season sales by 16% vs. past year: a remarkable achievement coming from a brand previously associated with uncles.

Case Summary

This is the story of how Marriott Bonvoy sponsored an event and told people not to go. Against local competitors and title sponsor budgets, Bonvoy faced an uphill battle. Launching at HK’s showpiece sporting event, the HK Rugby Sevens, we used our sponsorship for an event that most Hong Kongers hated, to create awareness in HK at large and get people enrolled. We were uniquely positioned as a travel company to get people out of town. Doing so achieved a 33% increase in program enrolments compared to the last year.

Case Summary
“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.

Case Summary

Australians gave KFC credit for making ‘great tasting food’, but not making good quality food. Even when we tried to prove our food was good quality, they didn’t believe us. So how did we get Australians to give us the credit our food quality deserved? By undertaking an impossible task - a mission to get Kentucky Fried Chicken a Michelin Star; the greatest signifier of restaurant quality there is. The mission received media coverage worldwide, improved quality perceptions of our food, and increased sales dramatically. Mission impossible? No. Michelin, possible.

Case Summary

Despite the successes of previous campaigns, The New Zealand Police 2018 recruitment challenge was to create new opportunities for an even more diverse range of prospects to apply to the police force. Many potential police applicants have never had opportunity to talk with a cop on a personal basis. So, questions that might help them decide to apply were going unanswered, resulting in lost potential. This integrated campaign used questions to broaden the pool of potential applicants and improve candidate quality in the most effective police recruitment drive yet.

Case Summary

Big usually wins. But AA Insurance (AAI) outgrew the titans of the category by going BIG on the only thing they could. Emotion. Rather than playing to the fear-mongering of the category, AAI promised to set people free from the insurance fear. The ‘Live a little freer’ platform reframed the role of insurance, the products and even the promotions. The more freedom they tasted, the more they came; leading to AAI becoming a stronger brand, a bigger business and breaking all sales records since its launch.

Case Summary
The Kaikõura earthquake put KiwiRail’s Coastal Pacific out of action for two years. But as nature destroys, it also creates. By pairing quotes from original articles about the destruction with stunning images of new landmarks, we turned a news disaster into a new destination. As a result, trains ran at 94% capacity throughout the re-launch season, passenger numbers increased 12.8% and revenue 20.2%. This contributed to a $5M boost in Kaikōura’s economy. The same words that brought Kaikōura to its knees, helped it get back on its feet.

Case Summary

Singapore celebrates many seasonal occasions - Chinese New Year, Deepavali, and Christmas are examples when brands fight for attention. From leaders to challengers, seasonal marketing is big business. But what do you do when your brand celebrates a different seasonal occasion? Specifically, what do you do when your brand owns a paltry 1% market share, and you’re mandated by your global leaders to celebrate an irrelevant seasonal occasion in your market? This is a story of how we celebrated St. Patrick’s Day in 2019 and got Singaporeans drinking more Guinness than ever before.

Case Summary

“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.

Case Summary
Malee canned fruit has been in the market for over four decades, however its association with special occasions means it can literally be ‘left on the shelf’ for 360 days of the year. This insight gave birth to a matchmaking campaign between lonely consumers and a can, addressing the poor ‘Lonely Rambutan’. A platonic love story in finding company beyond special days began through short films to social experiments to tinder matches and dates at 7/11. The #LonelyRambutan became catchword for loneliness on social media. Sale volume increased by 33%.

Case Summary
Despite the successes of previous campaigns, The New Zealand Police 2018 recruitment challenge was to create new opportunities for an even more diverse range of prospects to apply to the police force. Many potential police applicants have never had opportunity to talk with a cop on a personal basis. So, questions that might help them decide to apply were going unanswered, resulting in lost potential. This integrated campaign used questions to broaden the pool of potential applicants and improve candidate quality in the most effective police recruitment drive yet.