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

Redd's Apple Ale | Redd's Apple Launcher

Insight

In a crowded marketplace filled with “up-and-coming” alcoholic beverages, from craft beer to hard ciders, MillerCoors needed to set its new Redd’s Apple Ale apart. While an apple-flavoured beer was something different than other beers on the market, it still presented a tall task, especially in targeting a consumer group moving away from all beers except craft.

The war for market share in the beer category is brutal. With millions of Millennials venturing off into spirits and wines—compounded by increasing competition from the growing cider category—Initiative had its work cut out. Redd’s is the first (and only) hybrid beer-cider in the field, but having a unique product isn’t enough in today’s landscape. It needed to position the drink in a way that not only appealed to a notoriously fickle audience, but gave legitimacy as a real beer option, instead of merely a passing fad.

Strategy

When the agency delved into the consumer (males 21-34), one thing struck: More than any other demographic, these consumers needed to be the first to try new food and drinks—almost as a badge of honour. Initiative had the beginnings of a strategy, as it now knew that positioning Redd’s as a “must try” beverage was the way in. 

But do this, it needed to create a buzz loud enough to influence the target in a fun, new way. So the agency set about developing a fully interactive campaign that felt fresh, new, and most of all, buzzworthy.  Initiative needed to engage the consumer in their everyday life by selling the idea of “embracing the unexpected” and branching out from the drab and normal. After brainstorming and testing dozens of ideas, it settled on a two-prong strategy to bring the insight to life.

The first goal was to visualize how different Redd’s is, and in the process mark its stake as a brand trying to do something different. To accomplish this, Initiative set out to highlight the apple’s iconography in American culture and show the fruit in out-of-the-ordinary ways using various out-of-home executions, 60-second spots, in cinema, and on pages in Rolling Stone and Entertainment Weekly. 

The second part of the strategy was to put the power in the consumer’s hands and execute a completely new way to show the product “in action.”

Execution

Enter Redd’s Apple Launcher: a first of its kind interactive experience that allowed online and app users to launch real apples at a real target, in real time. Users that logged on the website were greeted with several options at the “Redd’s Bar” where they could select what and who they wanted to shoot with the apple launcher.

But the fun didn’t stop there. Because only one user could shoot the launcher at a time, Initiative created a way to let those waiting in the queue engage with the brand, whether that was choosing the song that would play next or what should happen in the funhouse. Users also received points for their performance and were entered to win daily prizes, including Living Social Deal Bucks, sunglasses, and glassware.

It also developed a TV partnership with Big Bang Theory and Myth Busters to promote the event, and partnered with uStream to launch a “uStream Takeover” that got cross-channel pollination from media outlets including CNN, Yahoo!, Washington Post and Monocle.

Results

The Redd’s Apple Launcher campaign “literally” catapulted the beer into consumer’s consciousness and allowed it to overtake its main competitor to become the fifth-fastest growing beer brand in only four months, according to Nielsen.  Volume goals were exceeded six months prior to the first year of sales and it became the #1 selling FMB six-pack at 7-Eleven and Harris Teeter within four months. Awareness from the target for Redd’s reached 57% seven months into launch (Millward Brown, ACT tracker) as well.

The Redd’s Apple Launcher website received over 175,000 visits across just five days with a 92% new visitor average (Google Analytics) and over 27,000 sweepstakes entries were submitted (Ignition) via the app.

Brand integrations also showed considerable success with media platforms including BuzzFeed, Discovery, and Yahoo, delivering over 52 million impressions (Media Mind). Social integration through 13 launcher-related posts reached over 1.5 million people with 6,000+ likes, 439 comments and 320 shares (Facebook Analytics). Integrations into Maxim magazine resulted in over 12K scans and over 2K video sweepstakes entries, while digital promotions through Maxim beat interaction benchmarks by 17 times the average (Data provided from Maxim, benchmark via Media Mind). Now, only a short time after launch, Redd’s has become a household name.

BRAND:

Redd's Apple Ale

BRAND OWNER:

MillerCoors

CATEGORY:

Drinks (alcoholic)

REGION:

United States

DATE:

June - July 2013

AGENCY:

Initiative

MEDIA CHANNEL:

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

Samsung | Oscars Selfie

Insight

In 2014, Samsung partnered with the Oscars to introduce the world to One Samsung: a connected suite of premium products united by incredible innovation and unmatched design. The challenge was to demonstrate Samsung as an innovation leader in screens from the 1.56-inch screen on a Gear to the 110-inch Curved UHD TV screen and everything in between.

72andSunny’s task was to put Samsung front and centre of the cultural conversation during the biggest celebration of on-screen action. When something incredible happens in our lives we use our screens to share it with others.

Strategy

The idea was that incredible things happen on Samsung screens. The agency’s strategy was to show that from big to small, Samsung has the most premium screens on the market. It showed this by surrounding the Oscars event with media opportunities demonstrating the brilliance of Samsung screens.

Execution

Incredible things happened…

On TV: Five minutes of airtime showcased Samsung’s product line.

On the red carpet: “The Oscars Backstage” sponsorship provided exclusive access to the green room, which featured a wall made out of 86 Samsung products. A Samsung Selfie station let celebs take and post pictures via a Samsung tablet. @TheAcademy posted 10 promoted celebrity selfies taken from the green room.

In digital: Display and video ads on Oscars.com and in a companion mobile app.

During the show: The first-ever Oscars product integration within the ceremony. Oscars host Ellen out the Note 3 front and centre by integrating the device into the show as part of the negotiation. Ellen took a selfie with some of Hollywood’s biggest celebrities and the world contributed to its success on the second screen.

Results

The Galaxy Note 3 was front and centre during the ceremony, including the record-breaking “selfie” Ellen snapped in front of 656 million global viewers. The selfie generated 2.3 million+ tweets, crashing Twitter within just 34 minutes, and more than 65 celebrities re-tweeted the selfie.

- 34 million Facebook impressions
- 2.1 billion meme impressions
- 428 million combined online, print and broadcast impressions within the first 10 days
- 18% lift in ‘likelihood to recommend Samsung’ from the week prior to post Oscars
- 16%+ rise in brand sentiment on Twitter during Oscars week climbing to 42% weeks later (23/03). 

BRAND:

Samsung

CATEGORIES:

Electronic Goods

Telecoms/Mobile

REGION:

United States

DATE:

February - April 2014

AGENCY:

72andSunny

MEDIA CHANNEL:

Digital,Events,Online,Sponsorship,TV

MegaFon | Megafaces - Sochi Olympic Pavilion

Insight

MegaFon, the general partner of the 2014 Winter Olympics in Sochi, with its Olympic activation needed to reinforce its customers’ loyalty and mobile internet usage as well as to stimulate mobile internet trial by other network customers in the time of Mobile Number Portability (MNP).

In early 2013 the Olympics seemed “very official and unapproachable” for most Russians. MegaFon found a phenomenal business opportunity to encourage everyone to leave their personal mark in the Games history and put its high-speed mobile internet at the core, inviting fans to write a new digital chapter of the Olympics.

Strategy

Megafaces – MegaFon’s Olympic Pavilion – became a pinnacle of the five month Olympic campaign ‘Create Your Own Olympic History’ and gave everyone the opportunity for an epic “I was there” Olympic moment – for THE best selfie ever!

Execution

The 2,000 square metre Pavilion featured the world’s first large scale LEC kinetic façade, becoming a digital Mount Rushmore. Customers from across Russia and visitors to the Olympic Park had their faces photographed and transferred to the Pavilion façade. It was designed to function like a huge pin screen that could extend out to a depth of up to two metres. The façade of the Pavilion was made up of over 11,000 actuators and was capable of rendering 3D images eight metres tall by six metres wide. It morphed every 50 seconds, with three faces featured at any one time, enlarged by 3,500%.

A 3D processing engine ran automatically to algorithmically position, scale and re-light the raw scan data from a virtual photo booth. The effect this created was akin to a digital tromp l'oeil – the first of its kind.

Results

MegaFaces was a runaway success. More than 400 news articles featured in the Russian media and over 600 internationally established the pavilion as one of the iconic symbols of Sochi 2014. More than 140,000 participants’ faces were shown throughout the Games and more than 100,000 posts and tweets.

This impressive campaign was awarded the Innovation Lions Grand Prix at the Cannes Lions International Festival of Creativity 2014.

BRAND:

MegaFon

CATEGORY:

Telecoms/Mobile

REGION:

Russia

DATE:

February - February 2014

MEDIA CHANNEL:

Experiential,Digital,Events,Sponsorship

Virgin Mobile | Game Of Phones

Insight

Virgin Mobile is the black sheep of the Virgin family of brands. Despite all of the other services with the Virgin name, it is a budget brand in Australia. The average age of its consumer base is 42 years old who are value-driven traditionalists who use Virgin Mobile because it is the cheapest telco in the market. As any marketer will tell you, this is not exactly a prime segment, and on top of that, it isn’t the target Virgin brands are known for catering to.

With only 4% market share, Virgin Mobile is behind its next closest competitor (20% share) by a considerable margin. In order to grow, Virgin Mobile needed more than just a marketing effort; it needed a complete shake up of how it operates. It needed to develop the same brand equity and loyalty amongst young people who admire Virgin for challenging the status quo in other businesses. Instead of just acting like a telco, Virgin Mobile needed to become a way of life.

Strategy

Virgin Mobile slowly fell into the trap that the only value it could provide was in cost, but value can come in any number of forms. Being part of the Virgin family has its benefits, in SMG’s ammunition it had a range of Virgin Family rewards – from Virgin airline velocity points, to crates of wine, to gym membership and Virgin financial services – rewards that sit well outside of the telco remit! 

Rewards work best, though, when people have a way to actively participate in the programme, rather than passively wait to accumulate prizes. Regularly updated, attainable goals lead to an ongoing cycle of positive reinforcement that many brands have capitalised on via gamification. Where many programmes fall short, is when the challenges only pit the user versus brand. When young people participate with friends, reinforcement comes from both the brand and their social circle.

The idea was to get young people involved in Virgin Mobile via gamification, but the game wouldn’t be between them and Virgin. It would be a game between young people and their friends; with real risks and immediate rewards. Introducing the Game of Phones, Australia’s largest ever, location-based mobile app challenge, where consumers are the warriors, their mobile is their weapon and the Virgin Family rewards are the treasure. With their mobile handsets as weapons, SMG endeavoured to turn the media landscape into a battleground like no other.

Execution

It created a mobile that game challenged players to hunt for virtual prizes worth $200,000 in a combined alternative reality and real-world interaction, found on the Game of Phones’ app map screen on their smartphones. When players came within 50 metres of a prize icon, they can tap to claim it, but it could then be stolen by other players located within 100 metres.

It needed to be in constant communication with warriors on the ground, so set out to utilise media that helped to create a real-time self-perpetuating feedback loop with game players. Social media and dynamic online messaging formed the foundation of the campaign, providing live and local tracking of every player and every reward. Radio provided an opportunity to facilitate live updates and voltage around prizes and offers with street teams to engage retail.

Outdoor media was brought into the modern battle age through real-time targeting and messaging, never done before anywhere in the world. Working with Outdoor suppliers SMG created a dashboard that allowed it to control every single Outdoor panel individually, or as a group, so that it could push game messages out to specific game players, anywhere and in real-time. (eg. “warrior Silver, Battleaxe just stole your prize, he is still in the area!”) It drove traffic to retail stores by making them the only “safe houses” for warriors to hide with their virtual prizes, and Virgin mobile lounges and airport areas became places to brag about wins.

Results

In the cut-throat battle of telco’s, Virgin was quickly crowned king. The app quickly secured over 40,000 downloads, pushing it to the top 15 apps on Android within the first week alone. Over three weeks of game play the battlefield was fierce with 39,245 active users playing more than 64,942 sessions. The 531 prizes were stolen 82,395 times; an average of 155 steals per prize. They were visceral in their quests by travelling 239,500 kilometres and cumulating over 5 years of game play and $2.5 million in earned media! When they needed shelter 14,568 players entered a ‘Safe House’ (Virgin Mobile store) to protect their loot for up to an hour at a time. As in all wars there was only one king who played 8 hours a day to win $50,000 and the title Game of Phones Champion!

BRAND:

Virgin Mobile

CATEGORY:

Telecoms/Mobile

REGION:

Australia

DATE:

November - December 2013

AGENCY:

Starcom Mediavest

MEDIA CHANNEL:

Digital,Mobile,Out-of-Home

Vogue Sunglasses | Vogue Style Mirror

Insight

Statistical evidence proved for Vogue Sunglasses that stylish experiences and lifestyle engagement increased not only brand measures but delivered immediate pay back in sales. At the same time OMD knew that the abundance of competitions increasingly alienated young audiences, especially when they are connected to cool brands. Vogue reacted to the first insight and created Vogue Style Miles – an engaging competition to collect miles/points with the main prize being a trip to Brazil.

OMD’s challenge was the second part. How could it create the respect, attention and participation this project deserves and generate sustainable growth of demand for this season and the years to come?

Strategy

Oh my God… another competition? The young, fashionable, smart consumer Vogue is talking to is literally assailed by numbers of events weekly. However, this had the outstanding main prize and wanted to maximise the pull of the potential trip to Brazil.

Research through social network and search data showed that Brazil is the destination that is most connected to mystical but fun experiences: Dancing Samba in a vividly coloured street or playing football at the Copacabana beach? Everybody has had a dream about Brazil.

How can OMD transfer the Brazilian collective imagination into a physical experience space in Italy? The answer was:  let people travel without leaving.

Execution

The agency built an interactive space with digital ultra-high resolution screens where consumers could try Vogue Sunglasses and project themselves in many different social contexts of this exotic destination: a pool party, a beach sunset, an elegant dinner and many others.

The Style Mirror was the place where the brand story met consumer imagination, while wearing sunglasses was the access gate. When the interactive screen was completed, it immediately understood the amazing power of that device: Placed in hand-selected environments of highest affinity such as aperitif parties in upmarket locations it suggested to experience Vogue Glasses in a dream Brazilian virtual environment.

Supported by a targeted strand of bought media, Display, Radio, Print and Social platforms, Vogue moved consumers in to the owned environment, where consumers could transfer themselves into the Brazil setting.

The Style Mirror, heart of consumer experience, was surrounded by sunglasses to try on: consumers could wear their favourite eyewear imagining being a star in Rio or dancing with friends in amazing locations. Connected via Facebook, consumers shared this fun, while in parallel posts generated also suggested the best retailers in the area. The idea of watching themselves from a new perspective in an exclusive environment made people feel like a star in a dream: this was the aspirational purpose of this campaign.

Results

Style Mirror smashed expectations: 5,771 people dreamed to be in Brazil for a few minutes and entered the contest, which is six times more than the competition of last year and 16 times more than the average of comparable competitions (350 - average provided by Vogue).

Consumers also shared this experience with friends on social media multiplying the exposure with the result that Italy is the number one country among 34 providing the most registered contacts to the Style Miles rewarding platform (11.290 Italians out of 20.383 global).

And most importantly it delivered significant purchase uplift: +20% vs previous year in the areas where events took place. 

BRAND:

Vogue Sunglasses

BRAND OWNER:

Luxottica

CATEGORY:

Luxury Goods

REGION:

Italy

DATE:

June - July 2013

AGENCY:

OMD

MEDIA CHANNEL:

Experiential,Online

Samsung Galaxy | SOS Island

Insight

Photos exist to capture important moments, but now more than ever, they also exist to show off what you are doing to the world. But if the photos you’re taking aren’t good enough, who are you going to impress?

Enter the Samsung GALAXY NX Camera and GALAXY S4 Zoom camera smartphone. These new Samsung connected cameras enable people to take amazing photos and immediately share them with social circles, just like your favourite smartphone. 

The benefit of picture quality is clear, but the problem is no one knows these better options for capturing and sharing unbelievable photos exist. Starcom MediaVest needed to show Millenials obsessed with sharing pics to gain social cred what the Samsung cameras could really do -- take pics that will make their friends’ mouths drop with envy.

Strategy

In this age of social media, the line between what is real and what is “reality” no longer exists. Today’s technological advancements enable us to seamlessly capture every beautiful moment of our lives, and share them with our world at the click of a button. While this offers our connections an unparalleled view into what we do, what we capture actually becomes vicarious life experiences for all of our friends.

As a result of this, experiences worth sharing have become our social currency. A unique experience is worth the world to a friend longing for an adventure they never imagined possible.

So when Samsung asks people to purchase GALAXY S4 Zoom and GALAXY NX Cameras, it is really asking them to be generous with their lives. To capture and share those meaningful moments; because those moments are likely just as meaningful to friends.

Execution

Samsung gave 16 people a chance to truly feel what it was like to experience “reality” by creating Samsung SOS Island, a real-time survival competition show set on an uncharted tropical island. Each contestant was chosen based on their application video posted to YouTube, social media influence and previous outdoor experiences. After an intensive week of training with survival expert Les Stroud, contestants were narrowed in half and relocated to the island to take part in team challenges aided by Samsung GALAXY S4 Zoom and GALAXY NX cameras.

Contestants captured the experience on the Samsung devices and immediately uploaded to their social network and Samsung’s followers to watch their journeys unfold online and vote for their favourite contender. Contestants participated in challenges like building a shelter, water purification and food foraging while they interacted with their followers on social media to drive more votes. After 12 challenges and 100,000 total unique votes, Graham Hughes was crowned the victor of SOS Island.

People watched the show online via the website and YouTube, on mobile and even on Xbox Live, making SOS Island a truly platform agnostic entertainment experience. Live streaming of challenges helped create deeper real time interaction with viewers. Plus, SMG leveraged Facebook, Twitter and YouTube in real time to drive conversations from the ground up, including a first-ever real time “Promoted-Tweet-in-Display” banner unit to give contestants’ tweets scale outside of Twitter. Other prominent publishers’ websites and influential blog sites helped create rich editorial content about the show, driving the conversation further.

Results

Through SOS Island, Samsung gave people the chance to experience something truly unique: a vivid and beautiful world through the connected capabilities of the GALAXY S4 Zoom and GALAXY NX camera. Before the island journey even started, it received 11,500 applications from over 132 countries around the globe before narrowing down to the 16 contestants, thanks to PR and social media campaigns. After the videos were distributed, nearly 18 million minutes were watched by viewers around the world. 

Plus, SOS Island resulted in enormous scale with nearly 4.1 billion total impressions globally and the earned media value received nearly doubled what was paid. Through 1.6 billion paid media impressions, 2.5 billion more impressions were earned through press coverage and social media postings from Samsung and the contestants. @SOSIsland was mentioned nearly 750,000 times on Twitter and through comments and likes on Facebook.

Now, people actually know about the cameras. Awareness rose by up to 12% in key markets.

BRAND:

Samsung Galaxy

BRAND OWNER:

Samsung

CATEGORIES:

Electronic Goods

Entertainment

REGION:

Australia

France

Germany

India

Indonesia

Italy

Korea, North

Korea, South

Malaysia

The Netherlands

Philippines

Russia

Singapore

South Africa

Spain

Sweden

Turkey

United Arab Emirates

United Kingdom

United States

DATE:

August - December 2013

AGENCY:

Starcom Mediavest

MEDIA CHANNEL:

Integrated,Mobile,Online

Welcome To The New Age Bentley

Insight

Traditional, conservative and old fashioned; once a quintessentially British classic, Bentley was losing its spark. There is no doubt that Bentley offers an unparalleled luxury experience; whether it’s the beauty of the paintwork, the crisp smell of the supple hand-stitched leather interior or the satisfying sound of the key as it slides into the ignition.

For many though, the brand had lost the emotion and passion that once made it so iconic. Online, bloggers were asking: “Where’s the spark? When was the last time Bentley did anything worth getting excited about?” 

An old-fashioned image was attracting older buyers. Bentley’s mature customer base did not reflect what was happening in the luxury market. A new breed was emerging:  young, extremely wealthy car buyers hungry for unique experiences.

Put simply, it needed to stop talking to Prince Charles and instead, speak to Prince Harry and his wealthy friends: a group of independent, ambitious and technologically engaged trendsetters.

Strategy

When it came to solving Bentley’s image problem PHD knew it had to change decades of ingrained media habits; it was a case of go big or go home.

So, for the first time ever, the agency steered Bentley away from niche, classic car magazines and partnered with a powerful, young consumer brand: GQ - the most successful title in the men’s upscale publishing market. GQ’s scale (presence in key markets UK, China, US, Germany and Russia) and it’s forward facing approach to fashion and luxury would help PHD express Bentley’s new vision to a young, wealthy Prince Harry-esque audience. GQ’s portfolio of products (strong digital and mobile assets as well as the magazine itself) would ensure that tech savvy prospects could engage with Bentley content in a variety of formats on their device of choice.

Execution

Together, Bentley created a 24-page bespoke supplement filled with inspiring content, exploring the new rules of modern luxury. Released within GQ’s June issue, “GQ Deluxe” content was focused around three subjects: Luxury Destinations, Objects of Desire and the New Connoisseurs.

The printed edition hit newsagent shelves on May 2, 2013 with enhancements and added interactive functions bringing the content alive through the tablet edition at the same time.

A Bentley “New Luxury” hub was created online, running within the GQ site for three months. The hub hosted selected content from the print supplement and highlighted the unique personalisation experience offered by Bentley. A bespoke online video created by GQ showed the Bentley factory and personal touches available to tailor your very own Bentley. Online display across the GQ.com platform drove visitors to the hub, while presence on both Bentley and GQ’s social media channels further fuelled engagement through a share functionality and links to the Bentley site.

Results

The campaign objective was to deliver high engagement levels, generate visibility for the brand and get conversations started with a younger audience which is exactly what was achieved.

The target audience have been busy searching for more information. In the UK, 1 in 10 who visited the hub clicked through to explore the Bentley site. The quality of the content meant that people were super engaged, with the average visitor spending 1.38 minutes on the hub (vs a luxury brand benchmark of 54 seconds). Over 54,000 have watched the bespoke video – equivalent to the capacity of the Olympic Stadium! Crucially, the content was something that people wanted to share, achieving 10,000 likes and shares across Facebook and Twitter.

An additional 50,000 reprints were distributed to Bentley’s global dealership network to introduce the new luxury experience to potential buyers. All in all the campaign was triumphant and with success across all of its key markets, Bentley’s new luxury message has now reached 17 million key prospects – an exponential shift in coverage versus previous campaigns!

BRAND: Bentley

CATEGORY: Automotive

REGION:

China

Germany

Russia

United Kingdom

United States

DATE: June - December 2013

AGENCY: PHD

MEDIA CHANNEL:

Online,Print

NET-A-PORTER| Net-a-Porter Live

Insight

NET-A-PORTER is a global phenomenon and the world’s premier online retailer of high end fashion. It sells more Gucci dresses, Louboutin stilettos and Chloe handbags than any other retailer in the world.

Its customer base is the world’s most in-touch connected fashion audience. The NET-A-PORTER audience consists of grade-A fashionistas with both the passion and the funds to buy the most sought-after premium brands in the world. While they may enjoy reading about the latest trends in magazines and online, what they love most is finding out what their peers are buying – no matter where they are based in the world. Ultimately, they want to know what people actually wear, not just what they see on the catwalk and what retailers show them.

Strategy

To help NET-A-PORTER fashionistas uncover what their peers are wearing around the globe, Havas Media decided to open up the NET-A-PORTER buying engine to consumers and, in doing so, showcase the world’s hottest fashion trends.

The agency transformed the NET-A-PORTER ecommerce site into a content generation platform, revealing the styles that are trending around the world based on what NET-A-PORTER customers are buying in real-time. The result was NET-A-PORTER Live - which enabled NET-A-PORTER shoppers to see which Lanvin shoes are selling in Paris compared to London or Rome as they are purchased on the site.

Execution

The first step was to fuse Google Maps API with NET-A-PORTER’s database of customers and stock codes, allowing the agency to match the product being purchased with the location of the buyer. NET-A-PORTER staff and consumers alike could then watch in real time as a shopper from Helsinki in Finland bought a Mulberry dress, while another in Saudi Arabia splashed out on a Valentino handbag.

The next stage was to share this mesmerising feature with potential new customers. The NET-A-PORTER Live feed was integrated into online banners in five key markets with partners including Vogue, Tatler and Harper’s Bazaar. The high-net-worth visitors to these websites could see the live Google Map in the display banner, showing the latest fashion purchases by their peers across the globe. Those who saw the NET-A-PORTER Live Feed in a display banner were then able to browse items in the ad unit and ultimately make a purchase.

Results

The NET-A-PORTER Live campaign set the brand apart from its luxury retail competitors and raised the bar for online customer experiences. It delivered an ROI of £11 ($18) for every £1 ($1.67) spent, with a click-through rate of 50% a marked improvement on usual performance. The creative also proved 70% more efficient than the average in terms of engagement. A remarkable 60% of all sales driven by the campaign were from new buyers. To put into terms a NET-A-PORTER customer would understand, the total additional revenue generated was the equivalent of 2,500 pairs of Jimmy Choos or 1,700 Prada handbags.

BRAND: Net-A-Porter

BRAND OWNER: Richemont

CATEGORIES:

Accessories/Clothing/Footwear

Luxury Goods

REGION:

Australia

France

Germany

Russia

United Kingdom

DATE: August - October 2013

AGENCY: Havas Media

MEDIA CHANNEL: Online

Franklin | Masterdog

Insight

Between 2008 and 2012, the pet products market in Chile, including food and accessories, grew by 37% because of the change in the relationship between people and their pets. Today, more than ever before, there is a greater concern with delivering more tailored pet products with top notch quality and variety, such as balanced diets, clothing, personalised accessories and various other perks that people give to their pets which almost humanise the animals: grooming salons, gifts, toys and even vacation. People today consider their pets another member of the family.

The insight for this campaign was based on the milestone that many newlyweds take before having a baby: owning a dog. This is the time. When the man and woman begin the division of tasks and chores, they take on their first shared responsibilities in their lives as a couple and they embrace the feeling that someone else depends on them. The dog becomes the centre of attention and they start their new routine: Feeding, walking, grooming, etc. So Masterdog’s brand challenge was to become the catalyst for this unconditional love that people have for their pets, through a communication that positions the concept of “Dog Lover” embedded in your DNA.

Strategy

Masterdog’s communication strategy is anchored in this insight, the moment when people and especially a couple become “Dog Lovers”, or “New parents”, simply when they make their new pets part of their families.

One of the most successful late night series on Chilean TV “Single Again” featured as protagonists a newlywed couple, which fitted perfectly with the consumer insight. Now all they needed was a dog in their lives!

The first challenge was to convince the writers to include a pet in the plot of the story. Once Initiative knocked down that barrier, it gave life to “Franklin“, the mega cute, furry leading character of “Single Again”. The script then transformed the fun couple Zamir & Fabiola, into a pair of adorable “dog lovers”, they were now new parents “to Masterdog´s Franklin”.

During the soap opera, Masterdog took centre stage in Franklin´s daily routine and certainly one of the most important times of the day for any puppy: Feeding time. Samir and Fabiola fed Franklin with Masterdog food. Sometimes, even Franklin came into the scene with a Masterdog food package in his mouth to be fed by its owners which added even more “Awwww” moments to the series, making a direct connection with the audience.

Execution

Once Masterdog was officially in the writer´s mind, Franklin seamlessly became part of the story. After many difficulties to conceive, Zamir and Fabiola adopted Franklin as their new, and first “baby”. The content was so well received and embedded into the script, that the presence of Franklin lived throughout the entire first season and made it to the list of 2013´s most-watched series. In addition to the branded content component in “Single Again”, the Facebook Fan Page of Zamir and Fabiola featured a photo of Masterdog´s Franklin positioned right next to the product, which yielded very good interaction and positive feedback from the social community, proving Franklin´s increasing popularity.

Franklin´s success with the public allowed Masterdog to transform the brand image of its campaigns to three new products launches (extension line). All three launches featured Franklin in the advertising material and collaterals, helping to strengthen the brand´s positioning achieved with the popularity of the TV show. The appearance of Franklin across mass media was spontaneous: his popularity generated interviews with his TV parents Zamir and Fabiola, and features with his coach and the series director, who referred to Franklin as "actor ad honorem".

Results

Following the campaign there was a general increase in all of Masterdog’s KPI´s: Brand and Sales: +10.4% in the share of sales volume (Nielsen ) +6 points overall TOM (IPSOS).

Franklin gained huge awareness and association with the brand, highlighting that 90% of respondents associated Franklin with Masterdog and over 30% spontaneously identified with the brand message around close, family-like pet-owner relationship.

The Zamir and Fabiola Facebook page gained a total of 2,511 likes and 34,000 visits with Franklin´s first appearance on the show. Top of mind soared from 12% to 33% once the campaign was over. In addition, Franklin´s YouTube channel received 15,000 views during the course of the campaign.

BRAND: Masterdog

CATEGORY: Pet Care

REGION: Chile

DATE: August - December 2013

AGENCY: Initiative

MEDIA CHANNEL: Online,TV