#HolidaySpam| Three

Three UK has backed an integrated marketing push to support the extension of its ‘Feel at Home’ offering allowing mobile users to use their handsets abroad at no extra cost.

From April, Spain, the UK’s most popular holiday destination, and New Zealand will join the 16 existing ‘Feel at Home’ holiday hotspots.

The campaign, created by Wieden + Kennedy, builds on last year’s #HolidaySpam campaign, apologising for the social media deluge of hot dog legs, plane wings, sunsets, palm trees and cocktails. This time the public is encouraged to ‘prepare themselves’ for even more holiday spam flooding their feeds.

Tom Malleschitz, director of marketing at Three, explained the campaign is based on holidaymakers love of bragging about their breaks.

“The campaign will drive awareness of this unique proposition and now we have added Spain even more of our customers will be bragging abroad to their heart’s content,” he said.

A second TV spot features holiday spammers, Dave and Sherri, discussing their well-documented trip to the Grand Canyon. Both commercials will run with supporting 30 and 10-second cut downs with a suite of executions running across cinema, video-on-demand, press, social and radio.

Out of home and digital out of home sites will be used to make an example of holiday spammers and prepare those left at home for more.

Three’s award-winning ‘Holiday Spam’ campaign promoted the brand’s offering that enabled customers to use their phones abroad at no extra cost.

Tracking the data usage of a group of customers abroad, the teams found that they used 71 times the amount of mobile data they would have used had they been charged as normal – mostly to post holiday snaps on social media.

The creative tapped into this finding, warning UK viewers to expect an onslaught of ‘holiday spam’ photos, thanks to the new offer.

The campaign featured a series of 60-second TV ads showing travellers sending clichéd holiday photos to friends and family members back home.

Using insight to drive awareness of their unique proposition and appeal to the emotions of their target consumers, the campaign led to a 90% increase in Three’s social conversation volume, higher brand metrics, and customers saving a collective £2.7bn on roaming charges.

Dove: Real Beauty Sketches

OVER 160 MILLION VIEWS.

Director : John X. Carey
johnxcarey.com

TIME Magazine named Dove: “Real Beauty” the best commercial of 2013 | business.time.com/2013/12/04/business/

"Dove Real Beauty Sketches Becomes The Most Watched Ad Ever" -MASHABLE

WINNER: 2013 Titanium Grand Prix at the Cannes Lion Festival.

WINNER: In total of 19 Cannes Lions -- including 5 Gold Lions.

WINNER: 2013 One Club Emerging Directors Showcase - GOLD

WINNER: 2013 One Show Gold Pencil.

WINNER: 2013 Cannes Young Director Award.

YOU are more beautiful than you think! Most of us don’t recognize the beauty others see in us. Women are their own worst beauty critics. Imagine a world where beauty is source of confidence, not anxiety. This was a compelling social experiment to prove to women that they are more beautiful than they think. Great measures were taken to insure total integrity in our process. For a follow-up with the women on the Today Show go here: today.com/video/today/51556687/#51556687

Executive Producer : Jamie Miller @ Paranoid US
Executive Producer : Claude Letessier @ Paranoid US
Client : Dove
Agency : Ogilvy
Editor : Philip Owens | spacevirus.com
Original Music : Keith Kenniff | unseen-music.com
Director of Photography : Ed David | kittyguerrilla.com
Production Company : Paranoid US
Producer : Stan Sawicki @ Paranoid US
Creative Director : Anselmo Ramos
Copywriter : Hugo Veiga
Art Director : Diego Machado
Agency Producer : Veronica Beach
Sound Mix : Luke Bechthold @ Subtractive | subtractive.net
Production Sound : Tim O'Malley @ The Impact Pros | theimpactpros.com
Color Grading : Sean Coleman @ Company 3 | company3.com
Additional Editorial : Rock Paper Scissors

http://www.youtube.com/watch?v=pOq71eKI5Mg

Statistics show that only 4% of women actually believe they are beautiful. The biggest barrier to women’s self-perception of beauty is their own minds.

Dove’s intention via this campaign was to inspire the remaining 96% of women, to make them feel this way too.

The basis of the campaign was an experiment intending to encourage women to reconsider themselves and their beauty. In order for the campaign to reach women from all over the world it was necessary for the campaign to be talkative, and for the medium used to be contagious, fast-moving and sharable. What better way of doing this than by using women themselves?

By asking an FBI- trained sketch artist to draw a woman’s portrait according to their own self-description, Ogilvy aimed to make women and the world around them rethink real beauty and self-perception.

Firstly, the artist who never laid his eyes directly on the women instead relied on the description of strangers to create their portraits. He then sketched them again by just listening to their own description of themselves.

 The two portraits looked entirely different. Women who took part in this campaign admitted that the first sketch reflected more beautiful, happier and accurate descriptions of them, striking proof that they were more beautiful than they thought they were.

Using YouTube True View Platforms, Tweets and trends on Twitter, and Facebook video-sharing along with Dove’s 14 million Facebook fans, it was ensured that the video was seen and shared online.

Results

Unprecedented levels of sharing and engagement were achieved. “Real Beauty sketches” was the most shared link in mashable.com’s history and with 1.9 million aggregated shares on Facebook. Brand Passion increased by 1000% and the link itself was responsible for over 90% of the video content shared within the peer group category.

BRAND:

Dove

BRAND OWNER:

Unilever

DATE:

April 2013 - ongoing

AGENCIES:

Ogilvy

PHD

Soldier For Women

Insight

A spate of eve-teasing and rape incidents had shattered the nation. Women had lost faith in men and men were losing respect. Few bad apples had maligned the image of all men. The marketing challenge was to resurrect the male image in such a volatile and sensitive period.

Sexual harassment is an endemic problem in India. Women are taught from childhood to avoid late nights, not to go out alone and distrust strangers. Indian women feel threatened by men but also feel the most protected around them, when they are accompanied by their loved ones ie. brother/father/husband. Other men just didn’t inspire the same confidence, as Indian men would go to any lengths to protect their own; however they would not get involved and behave as bystanders when it came to other women. The Soldierly behaviour was limited to protecting their own, this needed to change.

It was time for someone to take up the challenge. Challenge to re-instil faith by showcasing the good and encouraging all to stand up together for HER and for the nation. The men, who do stand up for everything right, the ones who do make their little contributions every day in making this society worth living, were feeling outcast and in search of a voice who would speak their heart out.

Strategy

Based on the insight “Women feel safe and secured only with their loved ones”, the task for Gillette was to create an environment where men would show solidarity with women and women would feel safe and secure even in the absence of her near and dear ones.

Mediacom took a look at history and realised that whenever a nation is faced with any catastrophe, it is the soldiers who come in, with their inherent courage, discipline and conviction to win back trust and create balance.. Thus was born - Gillette Soldier For Women.

The agency leveraged real life 'Soldiers for Women' like the Ex-President of India and noted scientist Dr APJ Abdul Kalam along with India's most credible personalities, to launch a national campaign, inspiring men to take collective fighting action against eve-teasing. Men solemnised their support to protecting women by taking a pledge of “Don’t be a Bystander, Stand by her”.

Gillette stepped in to give the nation what it was starving for RESPECT and HOPE giving birth to a social initiative “Soldier For Women”.

Execution

The journey of the campaign from the intent of winning back the respect of men in women’s mind to celebrating hope was divided into 3 phases:

In Phase I, vignettes were encapsulated with celebs urging men to stand up and respect women by taking up the pledge.

In second phase, women were urged to share stories on how common men have made a difference by displaying soldier values. These inspiring stories ranging from daily experiences at bus stops and trains, to girls saved and rehabilitated from the flesh trade by brave and socially driven Samaritans were showcased on national TV.

Thus when these acts of bravery were shared across various media, it helped in not only reducing the negativity surrounding the persona of men, but also reassured the women that soldiers do exist in society and they outnumber the bad guys.

In final phase, top celebrities and eminent speakers participated in panel discussions hosted in a college campus. Also a culmination event was held where all celeb came together to celebrate HOPE

Gillette joined hands with NGOs –Akshara & Plan India to conduct workshops.

The brand released an open letter, authored by the Ex-President of India in the leading national newspaper. Contextual ads on Linkedin were aimed at recruiting soldiers by forming a group. It also devised a soldier parade on FB where 1.6 million people joined in just one month. #Soldierforwomen & #iStandup trended in every city and made it more interactive with the TA.

On International Women’s day, Gillette launched women mobile safety app which allows them to trigger instant alerts in emergency.

Results

• The campaign delivered 103 Index on Top of line sales and achieved the highest ever off take (122 Index) and overall Gillette share (122 Index)

• All Gillette key equities grew by +7 -10 %; Awareness was a record 34 % amongst rep (200 IYA)

• 12 Million men pledged to support women

• 300,000 stories of Men of Honour

• 3.4 million YouTube views

• $5m worth of free media

• #iStandUp trended no.1 worldwide

• #SoldierforWomen trended in every city

• Received 433 blogs with a reach of 34 million

• Gillette India is amongst Top 5 FMCG YouTube channels

• 25+ celebs supported the movement free of cost

BRAND:

Gillette

BRAND OWNER:

Procter & Gamble

REGION:

India

DATE:

2013

AGENCY:

MediaCom

Maoam mixer

This is an excellent example of a seamless online-offline integration achieved with an accessible game mechanic.

Maoam uncovered a sticky situation surrounding the name of its chewy sweets. Children weren't choosing or asking for the brand as they were unsure how it should be pronounced. The Maoam brand has been around since the early 1930s, so rather than change the name, Maoam opted for a campaign that would allow children to recognise the word 'Maoam' and let them play with its unusual sound.

Kids could play the Maoam Mixer online via Facebook, or download it from the iTunes store for the iPad. The Maoam Mixer also took to the road on a tour of shopping centres around the country, bringing the app to life in a live competition environment.

The bright colours and cartoon graphics that appear on packets of Maoam sweets disguise the fact that children have been enjoying the fruit flavour chews since the 1930s. Although acquired by Haribo in the mid-1980s, the Maoam brand name was retained and is still a popular confectionary across Europe, especially in its native Germany.

Haribo become a popular and easily recognisable brand and in the UK is almost synonymous for any kind of gummy sweet, but Maoam has struggled to achieve the same connection with consumers.

What's in a name?

Insight revealed that children were choosing other sweet brands over Maoam as they were unsure of how to pronounce the name when asking for it. Rather than go through the time and expense of changing the brand name, Maoam decided to launch a campaign that would educate children how to pronounce the name, let them have fun with the word and raise the brand's social media profile.

Maoam: The game

Maoam Mixer, a game that helped children play with the brand name was designed and became the central pillar of a campaign that would combine online and real world activity. The game allowed children to create a track featuring different expressions of the word 'Maoam'. These could be enhanced with animal noises, percussion, musical stings and other sound effects. The app, hosted on Facebook, allowed users to create their own Maoam avatar, play the mixer and post their finished track on their Facebook profile.

Each week, ten mixes from the Facebook app were selected to win prizes. One winner took home an iPad2, with goody bags for the other nine.

A downloadable version of the app was made available through Apple's iTunes store.

Maoam roadshow

Two experiential hit squads travelled the country over a period of 10 weeks in branded 4x4 vehicles delivering samples in city centres, local attractions etc.  They delivered Maoam Giant Strawberry stripes along with relevant messaging, literature etc pointing the consumer to the Maoam Mixer app on Facebook.

This street-sampling ran in conjunction with the Maoam Mixer Experience Tour - a 6x6m stand that resembled a giant stereo that visited major shopping centres across the country.  This offered an extended brand experience and allowed consumers to try out the Maoam Mixer app on iPad stations via their Facebook pages, or they could try their skills on the competition stage where two wannabe DJs went head-to-head on Maoam Mixer touch-screens to create the most popular mix track. The stand was designed to be very bright, colourful and an engaging space for children. Experienced staff and an MC were on hand to make guide the brand experience.

Results

The Maoam sampling campaign was extended due to its early success. The sampling target was increased from 800,00 to 1,052,000 packs.

As of September 2011, the Maoam UK Facebook page has 432,594 fans, which represents an approximate 20% growth over the past six months.

The app was made available on the iTunes store 14/9/11.

Facebook records the Maoam Mixer as having nearly 12,000 monthly active users.

Social baker figures indicate that the Maoam Facebook page acquired more than 5,500 fans in the first two weeks of September 2011.

Links

Maoam Mixer Facebook App

Maoam Mixer on iTunes

BRAND:

Maoam

BRAND OWNER:

Haribo GmbH & Co. KG

CATEGORIES:

Confectionery/Snacks

Food

REGION:

United Kingdom

DATE:

July 2011 - ongoing

AGENCIES:

i2i Marketing

Crab Creative