Active Wheel | Lo Kar Lo Baat

BRAND:

Active Wheel

BRAND OWNER:

Hindustan Unilever

CATEGORIES:

FMCG

Household Goods

REGION:

India 

DATE:

June 2015 - February 2016

AGENCY:

PHD

MEDIA CHANNEL:

Mobile,Retail/POS

Insight

In rural India, there is an increasing trend of men having to move away from home to secure work.

Whilst this has, in many ways, made positive in-roads towards women gaining greater influence in the running of households, it also means there are now 4.2m married Indian couples living apart in order to provide for their families.

The only way for these couples to keep in touch is through mobile phones. And there is, of course, also the issue of how much it costs to call on a regular basis and how much of the weekly household budget would be used up. 

Keeping in touch with the person you love is becoming, for many, an expensive luxury. (Single most important insight)

Strategy

Apart from the functional benefits of providing a clean and fragrant wash to clothes, the core of brand Wheel stands for the light and playful romance between the husband and wife. The brand catalyses and holds alive the romance between couples through various boring daily chores such as doing laundry.

Since the Active wheel consumers are couples who are living apart and are consumed by the daily grind of making ends meet, the brand wanted to bring alive its core of kindling romance between them, by enabling easy communication hence bringing a smile on their faces.

The idea was to elevate the ‘renewal of the product formulation’ message and make it relevant to consumers by helping them keep in touch with their partners periodically, through an easy and accessible mechanism, without sending their monthly household budgets in a tizzy no matter how far apart they were.

Laundry detergents are one of the most penetrated categories in India and Active Wheel was ready to introduce 10 million packs in the market with the ‘new formulation’ messaging. The fact that the consumer was based in geographies with little or no access to traditional media apart from mobile phones, the product packs were more likely to reach them than any form of media, hence the go-to-market strategy for the campaign was designed to use the Active Wheel packs as the medium.

Execution

PHD created LO KAR LO BAAT – a mobile service which offered couples a FREE three minute mobile phone

conversation that wouldn’t use up their mobile phone currency.

With its own packaging as the communication medium, LO KAR LO BAAT had a free-to-dial phone number on the pack with the promise of a call back mechanism from the superstar actor (and housewife favourite and the brand ambassador for Active Wheel) Salman Khan, who played cupid by acting as their personal telephone operator, connecting them to their loved one.

What’s more, LO KAR LO BAAT is accessible to one and all, with no terms and conditions that required the caller to have even bought the product.

The process was designed to be as simple as possible. No registration or code redemption was required.

Once connected to a pre-recording of Khan, all the caller needed to do was read out the phone number they wanted to call and he would connect them to their loved one, with the help of a thoughtfully created voice recognition software which was developed to recognise 19 different Indian dialects, making it user friendly for the semi urban population with limited literacy levels.

Whilst this connection was happening, a 30 second ad for Active Wheel would play on both ends of the call.

Results

With no purchase required, even in the least connected regions of India, news spread fast making it one of the most successful campaigns in the history of the brand, with consumers using the service even six months after the ‘packs with the campaign message’ were introduced in the market.

The campaign used no traditional media spends, which was instead vectored to providing talktime to consumers.

• The service connected 10 million unique phone numbers

• Today, it continues to receive 200,000 calls PER DAY, despite the packs only appearing on shelves for three months till July 2015

This has led to a 145% increase in Top of Mind Awareness post campaign. Sales in the market grew by 5% in the second half of 2015 which was otherwise declining by 5.3% in the second half of 2014 volume growth.

Active Wheel had connected 10 million Indian hearts and won a place in all of their hearts. That’s how the brand created an emotional connect beyond the functional campaign message.

Ikea's Magic Mittens

Insight

Ikea’s first iPad catalogue was no different to the paper version. The brand needed a USP.

Ikea’s catalogue is world famous and in Norway it was about to go digital for the first time. The launch of the new iPad version was good news for the brand as many of Ikea’s key customers were becoming less and less responsive to direct mail, the standard distribution method for the catalogue.

Tablet penetration was also growing massively fast in Norway with some 600,000 iPads in circulation (12% of Norway’s total 5 million population). iPads were especially popular among the brand’s key audience of urban females aged 25-45 – among this group 32% had a tablet.

The problem was that the iPad version would only be ready in the New Year, when most consumers had already had a paper version from last August. The content would have been exactly the same and the tablet version wouldn't have been interactive. Mediacom realised that Ikea could face a backlash from consumers if it tried to pretend that the iPad version was something new or innovative. It needed to find a way to connect with iPad users, giving them a new reason to engage, but had little money to promote the launch.

Mediacom’s solution would have to reflect Ikea’s reputation for smart simple design, while at the same time, resonate strongly with its digitally-savvy target audience of urban females.

Strategy

Norway gets cold in winter, very cold! So Ikea gave consumers a solution they could warm to: touch-screen mittens.

Mediacom’s insight was based around temperature. While tablet users would often use their device at home, they were also highly portable and few among the target group would leave the house without their iPad or iPhone. That was where the opportunity was spotted. Norway is cold in winter. In February, when the iPad catalogue was due to go live, temperatures can fall as low as -20°C. In this kind of weather, you have to wrap up warm and you have to wear gloves. Now, as everyone knows, fumbling with keys and phones with gloves on is difficult. But with an iPad, it’s downright impossible – with gloves on, they simply don’t respond to your commands.

This presented the agency with a unique opportunity to create something simple, functional and effective - and totally in line with Ikea’s design brand values. A brand new Ikea (mock) product was created: Beröra – literally meaning ‘to touch’. It consisted of conductive thread and came complete with Ikea packaging and the familiar cartoon instruction leaflet. By simply sewing the conductive thread through a pair of gloves or mittens, it would allow customers to use them with touchscreens. This would not only solve Norway’s winter touchscreen problem but also enable Ikea’s target of tablet users to sample the new iPad catalogue on the go.

Execution

Mediacom distributed thousands of touch-screen mitten kits via a zero-wastage, laser-targeted strategy. The agency created 12,000 mitten kits and distributed them to Ikea’s six stores across the country. Then they set about promoting the unique offer to the target audience. The message? ‘Ikea – katalogen er klar for iPad’ which translates to: ‘the Ikea catalogue is ready for the iPad! Are your mittens?’

Because the message was only relevant to tablet owners, Mediacom set out to reach them as precisely as possible. The agency worked with Norway’s two largest national newspapers to promote the new Ikea product via their tablet editions. This was backed up with web-TV advertising through the same media owners, targeting only the readers of tablet editions once again. Ikea and its PR agency, PR Operatørene, created buzz by sending the kit to selected relevant journalists and bloggers in advance of the product launch.

Results

The campaign was Ikea’s most successful launch anywhere in the world:

Consumers snapped up all 12,000 of the products in just 14 days.

Ikea gained massive buzz – reaching 22% of the target audience of women aged 25-45.

Click-through rates for ads were 8.95%, compared to a 2011 industry norm of 0.09% (CTR across all digital platforms).

The Ikea iPad app went straight to number one on the iTunes chart and stayed there for weeks.

Norway’s iPad catalogue is the most downloaded per capita on the planet.

BRAND:

Ikea

BRAND OWNER:

Ikea

REGION:

Norway

DATE:

January - February 2012

AGENCY:

MediaCom

Great condom advertising

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

4D in-store projection

Projection events have become increasingly popular as one-off stunts. This is the first example we've seen where the technology has been employed on such a scale, indoors and for a prolonged period, as part of a campaign

Ralph Lauren has been wearing its digital heart on its sleeve of late. Much of this is down to David Lauren (son of Ralph), who as SVP of advertising, marketing and corporate communications is widely recognised as the man who has helped bring the Ralph Lauren brand into the digital age.

Luxury brands were initially a bit slow to embrace digital. Decades of high quality glossy print and expensive live shows were ingrained on the luxury and fashion marketing consciousness. 


There was a superior attitude that the quality and equity of a brand spoke for itself, and luxury brands largely ignored the opportunities of digital, save for a few expensive looking flash based websites.

Fortunately this has begun to change, and when Drive Production’s giant horses came crashing through the walls of a German department store to help promote the new ‘Design Your Own’ collection from Ralph Lauren, the fashion brand’s mastery of digital became apparent.

When Ralph Lauren celebrated its '10 Years of Digital' anniversary with an extravagant 4D projection in New York and London in December, it was more a media event than a campaign. But when Ralph Lauren launched its 'Design Your Own' collection at Berlin's prestigious KaDeWe department store, the 8-minute film was re-configured for the indoor location.

'Design Your Own' is a new customisable range of polo shirts. Customers select their colour of shirt, and can then choose their favourite Ralph Lauren monogram, in whatever colour they choose - creating the perfect polo just for them.

The atrium of one of Europe's largest luxury department stores, the KaDeWe in Berlin, has been taken over for the entire month of August, with a bespoke 4D digital arts installation from Drive Productions running six times a day. This is the first time 4D mapping has been used inside a fashion store anywhere in the world.

Powerful architectural projection mapping technology takes the audience on a visual journey, creating the illusion that images of models, products and on occasion polo ponies are literally appearing beyond the walls and floating out into space and towards the audience. The experience featured a new ending, to incorporate the 'Design Your Own' collection,.

At each screening, the atrium at KaDeWe - a large, brightly lit space is turned into a cinematic presentation area in a matter of minutes with the use of a combination of motorised blinds, projection screens and heavy black velvet drapes. The projection area is equivalent in size to six double decker buses.

Drive's motion graphics team created the impression of a building projection on the clean, white interior architecture at KaDeWe by projecting 3D architectural geometry, onto and into which the content of the show had been mapped.

Ben Fender, company director of Drive Productions, commented: "Architectural 4d video mapping is that rare thing - a technique that still has the wow factor - both in terms of the creative and technological possibilities it gives brands and in terms of consumer reactions to it.

But the key factor to the success of this medium is the transformational content where It is now possible to create art installations that act as stand-alone pieces of global advertising- bringing together art technology and in this case 'design your own' fashion into one perfect package."

Ralph Lauren 4D Projection Mapping Show, Berlin

The Official Ralph Lauren 4D Experience - New York



The Official Ralph Lauren 4D Experience - London

BRAND:Ralph Lauren

BRAND OWNER: Ralph Lauren

REGION: Germany

DATE: August - August 2011

AGENCY:Drive

Jack & Jones Fitness Club

Using sex to sell isn't innovative, but the clever addition of a VIP club to persuade even casual viewers to submit personal information takes advantage of the viral potential of the site.

A campaign that uses overtly sexual imagery to drive consumer engagement. It isn't big, and it isn't clever, but this online fitness studio that promotes the spring/summer collection from men's fashion brand Jack & Jones provides hours of entertainment.

Jack & Jones is a brand for the fashion-conscious man about town. Positioned toward the premium end of the crowded high street category, it's important for a brand like J&J to keep men interested. Unsurprising then, that J&J decided the best course of action was to treat the boys to a pretty lady who would cavort about on their computer screens.

Visitors to the Jack & Jones Fitness studio first of all choose their look from the collections on offer. Based on the premise of teach the user some exercises that will help get them in the best shape to show off their new outfit, a helpful gym instructor shows the lucky online shopper some helpful moves. In her pants.

The premise is simple, slightly ridiculous but excellently realised digitally.

Visitors who want to see more can visit the VIP club, with the promise of more gym class demonstrations. A pass to the VIP club can be obtained by purchasing product or submitting some personal details to a mailing list.

Once in the VIP section, the Jack & Jones instructor offers classes in skipping, pole dancing and trampolining.  As an extra treat, the viewer can switch on options, such as slow-motion or water, to add to the experience.

An associated Jack & Jones Fitness Studio iPhone app replicates the experience for mobile, helping users to "get in shape and ready for action".

BRAND:Jack & Jones

BRAND OWNER:Bestseller A/S

CATEGORY:Accessories/Clothing/Footwear

REGION:DenmarkFinlandGermanyThe NetherlandsNorwaySwedenUnited Kingdom

DATE:June 2011 - ongoing