Vintage Nivea poster

Rexona | Run To Your Beat

Insight

In 2013, Rexona launched its new brand philosophy – Do: More – which was a call to action for people to do more of what they love, to do the activities that make them feel the most fulfilled and to live their lives to the fullest. Rexona’s role is to be an enabler, giving people the confidence to do more, because Rexona’s protection won’t let them down.

In line with Rexona’s new Do: More philosophy, the team was inspired to relaunch its annual Rexona Run. There were three challenges the team faced:
1.) How do 1DMG integrate the “Do: More” spirit into the Rexona Run 2013?
2.) How would it differentiate Rexona from all the other running events?
3.) How does it make the Rexona Run 2013 bigger and better than ever before?

Given these questions, the team arrived at the insight that running and music are two things that go together. When people run to the beat of music, they run faster, they go further and they’re more energized to DO: MORE.

So Rexona combined running and music in a multi-sensorial night run, where seasoned and leisure runners alike, party their way to the finish line. This run was called “Run To Your Beat” (RTYB), as different runners are pushed by varying types of music. Some like rock, while others like EDM. Others may even like House or Trance. RTYB was a run which energized all runners, regardless of music taste and background, to DO: MORE running and fun.

Strategy

RTYB had one goal: to become the most talked-about run of 2013. In pursuit of this, 1DMG had to do two things: create massive hype about Rexona throwing the loudest run of the year; and give runners an awesome running experience.

Phase 1:

Create Massive Hype TV Seeding: The RTYB TVC simulated the unique running experience and featured Coach Rio Dela Cruz – the face of Filipino running, and Bianca Gonzales, Rexona’s Do: More Ambassador. The TVC was aired with 2,500 TARPS in eight weeks.

Radio Discussions: The RTYB commercial aired in 19 stations. 120 radio discussions were seeded over 10 of the top radio shows. DJs created anticipation of the unique running experience and encouraged people to join the run.

Digital Excitement: Awareness was driven by banner ads across Facebook, Google and targeted running sites. Excitement was sparked on Twitter and continued with discussions in Facebook and Instagram. Running communities and influencers were targeted to invite people to the run.

Print & OOH Reach: Ads were placed in the top broadsheets and glossies. In OOH, Static, LED, & LCD ads were placed in the five biggest cities in Metro Manila, which yielded over two million unique hits.

Phase 2:

Provide An Awesome Experience The Running Authority: Rexona Coordinated with Runrio, the country’s best run organisder, to ensure that RTYB covered the best routes, and provided top grade safety. Running experts surveyed the area, and secured all essentials.

The Music Authority: Only the best DJs and bands performed at RTYB. These artists energized and motivated runners to run their best runs, while having fun.

The Multi-Sensorial Experience: Aside from the best music, RTYB also had to secure the best visuals in order to supply the experience it promised. As such, neon tunnels, light dancers, and other breath-taking visual elements were installed.

Execution

Fireworks signalled the first gun start at 3:00 AM, after which runners were treated to a plethora of visual and auditory experiences: live musical performances, enigmatic fist-pumping DJ sets, a spectrum of lights; and even the much talked-about 160-feet long neon tunnel. As runners, in their brightly coloured race kits, hit the pavement, performances by only the country’s best music artists accompanied them. Delta Street, Sandwich, The Diegos, DJ Marc Marasigan, Deuce Manila and DJ Nina immersed the runners in their energizing beats until the 10 km mark. Funk Avy and DJ Khai pushed runners with their vitalising sets through to the 21 km mark.

Stilt walkers, neon poi dancers, light dancers, and neon jugglers surprised all runners as they approached each stage. Even the water stations were filled with neon lights. Topping the non-stop music festivities were three of the biggest names in Filipino music: Rico Blanco, Elmo Magalona and DJ Mars Miranda, who greeted all runners at the finish line. Amidst the party at the end of the run, a same-day edit video was shown detailing the dazzling events of the event, further pumping participants up to party—even after having covered their specific running distances. The Rexona Run to Your Beat was the first run in the Philippines to culminate with a rocking neon street party at the finish line.

 

Results

The results of Run To Your Beat exceeded expectations. Run To Your Beat is the biggest Rexona Run to date, with 12,145 (21% above target) registrants. Running kits were sold out three weeks prior to the event; thus making Run To Your Beat the first Rexona Run to be sold out.

On YouTube, the RTYB TVC reached 2.2 million views, leading up to the event– one of the most viewed TV ads online by Unilever Philippines for 2013. On Twitter, it trended non-stop nationwide, and in all the major cities in the Philippines. This went on even after the run ended.

Rexona garnered a total of 16,708 mentions on Twitter and Instagram alone. That’s 5,000 more mentions than that of Masskara 2013, which is one of the biggest festivals in the country. The brand was able to reach 26,857,871 unique individuals online. Total digital impressions peaked at 247,608,027 with a 53% paid to 47% organic split. All KPIs exceeded.

In summary, Run To Your Beat became the loudest and most talked about run in 2013, and Rexona succeeded in its pursuit of energizing and inspiring Filipinos to DO: MORE.

BRAND:

Rexona

CATEGORIES:

FMCG

Toiletries/Cosmetics

REGION:

Philippines

DATE:

August - October 2013

AGENCY:

1 Digital Media Group (1DMG)

MEDIA CHANNEL:

Experiential,Events,Online,Out-of-Home,Print,Radio,TV

Gillette Venus| Tag The Weather Gillette Venus

Insight

GILLETTE’S PROBLEM: WHEN WOMEN ARE SHIVERING, THEY’RE NOT SHAVING!

Sweden gets very cold in winter. For five months of the year, sub-zero temperatures engulf the region, and darkness and snow force people to stay indoors. As a result, Swedes don’t shave much. After all, why should they bother when they have to swaddle themselves in coats, thermal underwear and tights just to leave the house?

This is bad news for Gillette, whose Venus ladies shaving range suffers from a double-digit sales slump every winter.

Gillette realised that during the colder months, the brand’s biggest challenge is not rival razor products - it’s the weather.

While Gillette’s female target like to regularly shave and show off their legs in the summer, that routine becomes less and less frequent in the winter. The brand's key insight was that it needed to re-programme this behaviour to boost frequency of shaving and increase sales of Gillette Venus.

Gillette’s major problem, of course, was that it couldn’t change the weather, but could it help its target dream about sunnier climates, imagine long hot days, remember what summer feels like?

And, if Gillette could get them thinking warm - if it could really bring that dream warm weather to life - perhaps Gillette could fire up their summer shaving routine.

Strategy

GILLETTE’S STRATEGY: SHARING SOMEONE ELSE’S SUMMER WOULD STOP WOMEN SHIVERING AND START THEM SHAVING AGAIN!

Gillette couldn’t change the weather, but it could change the mind-set of its audience. If Gillette could remind them of summer – by helping them share and swap stories and pictures with women in warmer climates – Gillette could emotionally engage them with their summer shaving routine.

Gillette needed to start that process early to remain relevant during the cold season. It knew its target was increasingly mobile and smartphone dependent, spending hours plugged in to social networks and online photo-sharing platforms. In Sweden, women use Instagram twice as much as men and 39% use it on a daily basis.

Gillette would give women the chance to win a trip somewhere warmer, by entering Gillette’s photo contest on Instagram. For the chance to win, women would have to submit photos of the coldest places in Sweden, labelling them with Gillette’s #venuscompetition hashtag. This would be great content to share – while painfully cold, there’s nothing prettier than a sparkling blanket of snow. Gillette’s snap-happy women wouldn’t be able to resist.

A specially selected jury of female bloggers from sunny Florida, Brazil and Australia, would comment on the pictures and select daily favourites – giving Gillette’s photographers social fame and moving them closer to the holiday.

Keeping shaving on women’s mind, Gillette would offer a discount on Venus products to anyone posting a picture. Uniquely, this discount would be based on the weather conditions at their GPS-stamped location. The colder the weather, the bigger the discount. A partnership with an online retail brand would make purchase just a tap away.

Top fashion bloggers would also spread the word about Sweden’s weather – by showing sun-worshipping local Miami residents just how cold it was in Stockholm. Gillette would use their reactions – and photos – to create more sharable content on Facebook and the Venus website. 

Execution

SHARING PHOTOS AND STORIES LED TO SAVINGS ON SHAVING! 

In January 2013, in the middle of the Swedish winter, Gillette launched the Gillette Venus ‘Tag the Weather’ competition website and made the tough climate conditions work in its favor. 

To win a holiday to Miami, consumers took photos of their winter weather and published them on Instagram; the campaign site automatically found them thanks to the hashtag used. Each photo was instantly given a bad weather score. Based on geo-location, the colder the conditions recorded (based on historical weather data) the higher the score.  

Consumers could convert this into a dynamic discount for the Venus Proskin Sensitive. The lower the temperature, the bigger the discount. Gillette’s unique partnership with Halens, the region’s biggest online fashion and personal care retailer, meant that purchase was always just a click away. 

Gillette’s message combined display, video and blog partnerships on mobile and web. Tag the Weather appeared on blog portal Devote.se and fashion blogs such as Tyras.se. It created videos showing Swedes talking to Americans in Miami about their weather and asking if they wanted to swap locations. They were hosted on YouTube, Facebook, female blogs and the campaign site.

Above-the-line ads invited women to show off their everyday weather to a unique jury of sun-spoiled bloggers (Steffi from Miami, Alana from Rio, Chrystal from Sydney), who also wrote about the competition and extreme weather in Sweden.

Wherever possible Gillette’s shivering target was exposed to the warmer weather being enjoyed by women elsewhere. 

Results

SHARING PICTURES LED TO SALES HEATING UP BY 570%

In just two weeks Gillette attracted more than 5,800 Instagram photos – the highest number ever in Sweden. Overall, Gillette reached 444,500 Instagram users earning nearly 130,000 likes. The campaign site attracted more than 160,000 unique visitors – 80% via a mobile device.

In total, Gillette reached three million unique mobile devices across the region, while Facebook and Instagram activity reached 91% of all Swedish women 18-35. 

Gillette’s response-led tactic generated incredible sales. The impact on sales of was incredible. During the campaign online sales of Venus Proskin Sensitive increased 570% and blades were up 100%. While in-store sales were boosted by 36%.

BRAND:

Gillette Venus

BRAND OWNER:

Procter & Gamble

CATEGORY:

Toiletries/Cosmetics

REGION:

Sweden

DATE:

2013

AGENCIES:

MediaCom

Saatchi & Saatchi

MEDIA CHANNEL:

Digital,Mobile,Online

Insight

Zest, a P&G body soap product, wanted to connect with consumers in an innovative and never-done-before way, to let them know that Zest was a body soap that was truly magical beyond its core benefits of only providing cleanliness and freshness. Thanks to previous campaigns, consumers understood the benefits of the product but lacked an emotional reason to use Zest.

Starcom decided to appeal to people’s inner unfulfilled dreams with a content platform that allowed themselves to reveal their deepest desires.  And what better place to transform and really show what’s under their skin than: The Shower.

With “Descubre lo que hay bajo tu piel con Zest” (Discover what is under your skin with Zest,) the agency re-created those private moments where people unveiled their inner desires.

Strategy

For the most part, advertising messages about soap product are always about “beauty, cleanliness, or being refreshed.” These messages are repetitive and only address the functional benefits of the brand, not the emotional rewards for the consumer. Although consumers want to feel clean, showering had become a much-needed ritual where a lot of unique and strange things happened – more than just singing a favourite song.

From Starcom’s research, they discovered that the shower was a place where secrets came alive, like a confession booth. It had become a sanctuary where people relive their desires, dreams, fears and unfulfilled business. So by capturing those moments, Zest reminded consumers that in the shower, it was always there to listen to their stories – no matter how zany.

Shower Stories lie at the intersection where the product meets the consumer at its most vulnerable moment, encouraging emotional transformation. These stories lay a foundation for developing a content strategy that is tangible, relatable, immersive, memorable and emotional for the consumer.

Execution

Shower Stories was an original production of six episodes aired on national TV. The agency also created the Zest YouTube-branded channel to reach more people for social impact and measurement. The stories were innovative because they were based on the idea that people let go of their inhibitions and reflect on their inner desires in the shower.  While Zest “uncovers what’s under your skin,” it also lets you discover your heart.

After the first segment aired on YouTube, Zest received an unprecedented amount of stories from people telling them what they did when they were in the shower. Some of the real-life stories were racy, others were just plain funny, but the all of them included the soap as their only companion, their key audience during the shower.

The agency also took the concept to retail. At stores where people bought Zest, mock shower booths were installed, with a microphone, shower cap, towels, hair wigs and other shower-related props. Everyone, including kids, adults, young adults, all where suddenly interested in reliving their own shower stories. They took a bath in the in-store mock-shower, in front of everyone, just to get their picture taken and later share with friends and families.

Suddenly the branded-channel called attention with more than a million views. Zest decided to open the conversation directly with their audience to maximize the viewing experience. The brand invited people to take a shower with Zest to uncover what is under their skin and share it with the world – people shared their amazing stories on YouTube - and because they were water-conscious, they asked that showers were limited to one minute.

Results

The agency created a content platform to remind them that it was okay to dream big or overcome their fears, even if just for one minute.  The stories were not only engaging but viral in nature as people ran with the desire to create their own stories via video uploads, revealing their dreams to their friends or to the world.  The relevancy of this content opened doors for Paid, Owned and Earned Media to garner unprecedented results.

“Shower Stories” validated the effectiveness of communicating a simple yet meaningful brand message, one that’s driven by content and community engagement. Sharing can reinvigorate a brand even in the face of fierce competition and familiar product features.

If the campaign provided at least 1 million people with a refreshing smile or moment of reflection, then the project was a success. Zest’s YouTube channel has earned 2.4 million unique views to date and built a community who shares real-life confessions and heartfelt messages. Fans surprised and delighted the brand with tales of running away from office life or showering in their clothes.

Of course, it doesn’t hurt to move the bottom line. Since the start of the campaign, Zest’s sales have increased by 23%.

This campaign was awarded 'Best Use of Content' at The Festival of Media LatAm Awards 2013.

BRAND:

Zest

BRAND OWNER:

Procter & Gamble

CATEGORY:

Toiletries/Cosmetics

REGION:

Mexico

DATE:

October - December 2012

AGENCIES:

Starcom Mediavest

Publicis

MEDIA CHANNEL:

Experiential,Digital,Events,Online,Out-of-Home

Safeguard | Pamilya OnGuard

Insight

Safeguard has been the No.1 soap brand in the Philippines for decades. Its brand promise of superior skin germ protection has kept families healthy for generations. But in 2013, that position was under threat - not so much from products offering better germ protection, but from changing consumer attitudes. Thanks to an improving economy, Filipinos were wealthier than ever before and their triggers for soap purchase were changing. With more disposable income, they were no longer satisfied by simple germ protection; now they wanted to look as beautiful as the celebrities they saw on TV. Critically the brand faced three key challenges:

• Wealthy Filipinos were becoming complacent about hygiene. Swept up by their new found affluence, they no longer felt exposed to the same health risks as in the past.

• Safeguard’s promise of better family hygiene was invisible to the naked eye. Mums couldn’t see a demonstrable difference between the anti-bacterial benefits of Safeguard and the performance of beauty soaps.

• The home hygiene market was fast becoming part of the beauty market – and soaps offered the most affordable entry point.

But, while rivals now offering moisturising or whitening products, Safeguard hadn’t kept up. With sales going down the plug hole, MediaCom needed to get Safeguard back to the top of mum’s shopping list. It needed to remind mums why skin germ protection was so important and make family hygiene a priority again.

Strategy

Consumers didn’t just need to reassess the importance of skin germ protection, they needed to make it a priority. They needed to create a sense of urgency around the issue and reconnect with wealthier mums. MediaCom realised that, while the economy might have improved, mums’ core priorities hadn’t changed. They still worried about their family’s safety and security - and mum was the person everyone turned to when danger struck. The agency knew that mums regularly tune in to breaking news, via TV, news sites, news alerts and the Facebook pages of key channels. In fact, news and current affairs had the greatest affinity among mums and consistently high ratings.

The strategy needed to leverage both their concern for their family and their consumption of breaking news. They needed to shock them from their complacency. But they ouldn’t cry wolf. The warnings had to be credible, rapid and appear whenever there was an issue. Safeguard needed to go beyond being just a skin hygiene brand, and become an early warning system for worried mums. The solution would be real-time breaking news. It would interrupt mums’ normal viewing and jolt them into action, helping keep their families safe. It would highlight the dangers of regular events, such as the floods that regularly overwhelm the Philippines’ poor drainage systems, and more regional issues such as bird flu outbreaks. Safeguard would become the national news agency for hygiene risk stories. Each would be reported credibly and with urgency. It would highlight the importance of antibacterial soap in cleaning wounds and preventing the spread of sickness. It would tell mums: it’s time to make sure your family is protected.

Execution

Safeguard created a brand-new, breaking news service focused on hygiene risks. Pamilya On Guard used real news to help mums protect and care for their families. It partnered with the country’s leading news and current affairs media network, ABS-CBN, to build a team of well-known news veterans and star reporters briefed to identify daily news stories that were relevant to the brand. Each content piece was anchored on real-time news designed to make mums realise the clear dangers her family was facing right now. Pamilya On-Guard provided new-to-the world information straight from credible experts. It reacted rapidly to emergencies and calamities across the country and abroad to make sure the mums had the information they needed as soon as possible.

The content was aired across free TV, niche/cable TV and radio in a regular timeslot, with added news plugs to promote each episode. In digital, content was integrated this content into the ABS-CBN website and mobile app. It even had its own news section on Facebook and used Twitter to push new content.

Results

Pamilya On Guard has become an established news programme and now attracts higher ratings than ABS-CBN’s own news breaks. It was so credible that even the Department of Health has become a partner in the programme and other P&G brands are now using the same format to build product relevance.

• Sales grew by nearly $2m during the campaign, helping to sell an extra 14 millions bars of Safeguard in just six months.
• Since the launch of Pamilya On Guard, Safeguard White shares are the highest they have been in three years.
• Unaided Brand Awareness has increased by 232% amongst the Safeguard target market.
• Since the start of the programme, Safeguard has successfully grown the home hygiene category by 2% whilst beauty sales have declined by 5%. Ultimately Safeguard was able to not only attract new users but also convert beauty soap consumers.
• Pamilya On Guard continues to educate Filipino mums about the importance of family hygiene protection.

BRAND:

Safeguard

BRAND OWNER:

Procter & Gamble

CATEGORIES:

Pharmaceuticals/Healthcare

Toiletries/Cosmetics

REGION:

Philippines

DATE:

April - September 2013

AGENCY:

MediaCom

MEDIA CHANNEL:

Direct Marketing,Digital,Mobile,Radio,TV

Avon | Crazy For The Kisses

Insight

A kiss is the purest and most beautiful act to demonstrate trust and appreciation to those we love, but many times the vertiginous rhythm of life we live in does not allow us to express it in its real dimension and we lose the opportunity to share a “good morning” or “I love you” with this expression of love.

Starcom needed to find the perfect place, that represents a starting point from which Avon could connect its consumers, make them think about the value of the kiss and allow this story travelling to different parts of the city reaching to a great number of people, linking all this to the launch of the new Avon lipstick Ultra Colour Rich Totally Kissable.

Strategy

Chile is on its way to become a developed country and Santiago, the capital city, represents all the dynamics of a rushed and rough life. Transport, specifically the Subway of Santiago, symbolises this scenery of permanent stress where around 2.4 million people circulate daily (almost 35% of the city’s population). They come and go without noticing who is next to them, they walk in a hurry, discuss and interact in an impersonal way. 

Transfer stations are the places on the Subway where people change lines and can walk through wider spaces. There is where Starcom was capable of calling their attention through an attractive BTL action, which made them stop, watch, and interact, by establishing a natural dialogue between them and the brand, giving them a small but important moment to think about the value of a kiss to later send it to different destinations.

Execution

In the terrace of the transfer in one of the most crowded Subway stations, and starting point towards the four cardinal points of the city, the agency built a stage where the American plastic artist Natalie Irish would create a portrait only with her lips, live, during the peak hour.

The action immediately called the attention of all the people circulating in that place, especially by women, who enjoyed watching step by step how Natalie was creating a beautiful portrait of a woman with her lipstick Ultra Colour Rich Totally Kissable, her great talent, and the umbrella of the campaign called “Crazy for the kisses”.

The event was widely spread on social networks through mobile phones, retweeted and labelled on Facebook thousands of times. Media covered the news helping to amplify the action rapidly, generating additional content without cost for the brand during that day and the following ones.

But the most important of all: Avon stopped consumers for a while, giving them a great moment of reflection and experience, from which they could give themselves the opportunity to understand that a kiss can become the most beautiful piece of art, that it summarises all those things that cannot be said with words, and that from the instant that it is given it can be saved for ever in memories.

Results

Despite the limited budget provided for this event, the action was a huge success. Main media across the country broadcasted live the action, reaching coverage of +528% of the allocated to mass communication.

The campaign achieved:
• 38 minutes of coverage in terms of content in the media that attended to cover the event.
• 1,500 samplings of the lipstick Avon Ultra Colour Rich Totally Kissable to women that were in the Subway station.
• 1,652 virtual kisses through a Facebook application.
• Over 2,300 likes on Facebook were generated organically thanks to this activity.
• More than 26,000 views of the video were achieved in the Avon Chile YouTube channel.

But even more important; since this action and the good reception of this experience among our consumers, the concept of the value of a kiss started a trip towards different points of Santiago, it spread alongside the women and surely the stories built with kisses are being told until now.

BRAND:

Avon

CATEGORY:

Toiletries/Cosmetics

REGION:

Chile

DATE:

July - August 2013

AGENCY:

Starcom

MEDIA CHANNEL:

Experiential,Events,Online

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

The cleaner you are, the dirtier you get.