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

KFC Add Hope | The Journey of Hope

Idea

Today, there are millions of children around the world that don’t having their basic needs met, thousands of them in South Africa. Through no fault of their own, children are hungry - for love, security, education, food.

In 2009 KFC recognised this, and put into action the initiative now known as Add Hope. KFC Add Hope is an in-store mechanic that gives customers an opportunity to donate ZAR2 towards feeding hungry children. It’s a way to show the world that big brands can be about more than the bottom line. It’s a way to show that multi-national organisations are capable of capturing and mobilising the spirit of giving, the spirit of sharing, the spirit of truly affecting change in the societies where they function.

In 2011 the brand put in a mammoth effort and raised ZRR9.6 million. Every cent of which went directly into filling empty tummies.

In 2012 KFC commissioned adventurer Riaan Manser, to do the Journey of Hope: a 4100km expedition around the country. In just two months, Riaan cycled the word “hope” across the South African map on half the calories he needed. He would stop in at charities along the way, inspiring children and showing the public the difference a single meal could make, if only they just Added Hope.

And they did. Last year KFC raised R12.6 million. This means that 40 000 children have food every month because of the brand’s commitment to change the world in which it operates.

Production

The nature of the Journey of Hope was fast paced. MediaEdge had to film as Riaan Manser was cycling because the schedule did not allow them to re-shoot anything. From the date he started the Journey of Hope (14-09-2012), he had to cycle 130km’s, every day to arrive at the final destination and event on time (02-11-2012). From the 14-09-2012, when the Journey of Hope started, MediaEdge had 12 television deadlines. Meaning they needed to film, edit, grade, mix and telestream to the broadcaster: 1 episode and 1 promo per week for the following 6 weeks.

The on the road Production team consisted of a Production Manager and Production Coordinator. The DOP had a camera assistant. The Producer and Director would join at each charity. The entire Journey of Hope was filmed using 3 Canon DSLR cameras and various lenses to capture Riaan Manser’s struggle and the beautiful South African landscape. MediaEdge opted for the DSLR cameras due to their fantastic image quality, the interchangeable lenses and their compact size.

The Director and DOP were selected for their incredible vision, experience and delivery of quality under extreme pressure. The episodes were edited on FCP and colouring was done by a professional telecine company. The audio of each episode was given the attention of a TVC. Each episode underwent 4 phases of approvals, spread across agency, client and broadcaster. All in 7 days.

Brand fit

KFC is a QSR and the idea sparked for them. KFC believed that their central business - feeding people - could also be the point of contact where they could make an impact to make the world a better place.

The Journey of Hope TV series brought the work that they do to alleviate the hunger of South Africa’s underprivileged and forgotten children to life. MediaEdge highlighted the scale, scope and reach of their effort by creating an epic solo cycling expedition that literally spelt the word ‘hope’ across the country. The agency showed the devastating impact of malnutrition by only providing Riaan Manser, the celebrity explorer, with half the calories his body needed to sustain his effort. Lastly, they brought the impact of a ZAR2 donation, the amount of money KFC requires to provide a meal to a starving child, to life by showing the stores of hope that have sprouted from the work that Add Hope has done over the past couple of years.

Results

Engagement:

TV Viewership: 1.2mil

Online views: 5787

581 people participated in a total of 1831 conversations about the campaign.

There were 4.45mil opportunities to see the conversation.

The campaign generated ZAR7 mil worth of earned media at an ROI of 1:34.

ZAR12 mil worth’s donations were collected in 2012 – which translates to 6mil meals in 2013. An increase of 33% from 2011

BRAND:

KFC Add Hope

BRAND OWNER:

KFC

CATEGORY:

Food

REGION:

South Africa

DATE:

October - November 2012

AGENCY:

YUM

MEDIA CHANNEL:

Digital,TV

NSW Health | Creating A Media Channel To Fight Hepatitis C

Insight

Hepatitis C is often misunderstood as only a concern for “junkies”, and those who associate with dirty needles. A key audience that had a misconception around hepatitis C was 18-24 year olds. In fact only 5% saw themselves at any risk.  (Source: TNS for NSW Government)

This demonstrated a problem, how can you hope to make a message stick with a famously hard-to-reach group when the message is about something they feel is someone else’s problem? A big budget awareness campaign targeting all of the 18-24 year olds in NSW wasn’t an option; the budget was just $200k. Mediacom had to be clever with the money by closely relating the message to occasions where Hep C is contracted. This was the key task.

The agency needed to understand the times and places that young people were most at risk of contracting Hepatitis C. Research showed that an important setting for risk was parties, where people who were not regular drug users got caught up in the heat of the moment and ended up sharing a needle when recreational drug use escalated, as the party evolved.

It was clear that as a party developed they started making decisions based on different parameters.  This lead us to a clear insight: Decisions that increase the risk of hepatitis C are made in the heat-of-the-moment, not when in a cold, considered state.

Strategy

Enter The Party. Delivering the Hepatitis C message in the most impactful way meant doing it when they were in a heat-of-the-moment mindset.  You can’t buy media at parties so the question was, how would the agency get people into a drug-sampling-party-immersed mindset in a government media campaign? It needed to put them in harm’s way without being in harm’s way.

Mediacom achieved the heat-of-the-moment mindset in a virtual way by basing the whole campaign online. Its audience being internet hungry 18-24 year olds added further logic to this decision.

The campaign had two parts:

1. An immersive virtual party.

2. Online media and messaging inviting and tempting the audience to the party.

With a spend of just $200k the agency single-mindedly approached just one media partner, Mi9, to deliver the most added value. This media inventory and advertorials all pushed to the main part of the campaign; an interactive party experience that we created at entertheparty.com.au.

Execution

1. An Immersive Virtual Party: The agency created a realistic (Facebook integration so you were there with your friends), interactive (user-defined journey through the party) and appealing (styling, music and locations closely matched to real life parties), to ensure it was a party the audience wanted to go to. The results will show you that it was.

The party-goer had to make decisions that started tame- e.g. “do you want to hang with your friends in the kitchen or backyard”- and then escalated to the more risky and Hep C relevant- e.g. “do you want to get a home tattoo”, cumulating with a scene in a bedroom with the question “would you share a needle?”.  

In this heat-of-the-moment, late-stage party mindset it delivered the key message about the situations in which the viewer would personally be at risk of contracting Hepatitis C. From here the party-goer had the option to re-enter the party, explore different routes, or share the party on Facebook.

2. How to get people to the party: Earned media was key but the Mi9 partnership was used to access relevant environments such as Zoo, Celebrity Fix, Music Fix, Cleo, Cosmo, and behavioural targeting to seek out young party-goers. This consisted of banner ads that were first person, real video shots of the party, as if you were looking right through the window of the house.  They invited you to “enter the party”.

Results

Brad Kemp, Senior Marketing Officer, NSW Health, said: “We loved the agencies unique thinking in answering this brief. We are currently investigating ways to roll out this idea to a larger audience. We look forward to the agency continuing to challenge our thinking, as work such as this really does change the way we think about communications.”

The campaign was relevant to the target audience; 27% of NSW 18-24 year olds agreed with the statement “Hepatitis C is relevant to me” after the activity compared to 5% who viewed themselves as being at risk before the activity. (Source: TNS for NSW Government Campaign Evaluation; January 2013)

It reached a wide audience despite a tiny spend; 20% of NSW 18-24 year olds participating in the evaluation research recalled seeing the communication. (Source: TNS Campaign Evaluation; January 2013)

It made specific messages stick; 69% of young people exposed to the party reported being more informed of the specific factors to contracting Hep C. (Source: Millward Brown; October 2012)

It created a relevant and memorable environment; 65% said they would refer to this campaign if a friend ever suggested the idea of injecting drugs. (Source: TNS Campaign Evaluation; January 2013)

BRAND:

NSW Health

CATEGORY:

Pharmaceuticals/Healthcare

REGION:

Australia

DATE:

July - August 2013

AGENCY:

MediaCom

MEDIA CHANNEL:

Online

Björn Borg | Björn Borg Party Training

Insight

Björn Borg is Swedish for “David”.

The sportswear category is dominated with brands like Nike and Adidas, world-renowned titans of both the category and marketing. Björn Borg also makes sportswear, but it has established itself primarily for its line of underwear. Unfortunately for Björn Borg, a trend of personal training has swept through its core markets and the hype and pretentiousness behind these global giants of sportswear came along with it.

Björn Borg was set up for a David vs. Goliath clash against these sportswear makers in its own backyard, but these global giants sell performance and winning for a living and aren’t used to losing. They play a game where the odds are in their favour. But as they invaded Björn Borg’s territory, Starcom Mediavest Group wanted to show them that Björn Borg sportswear plays something different altogether.

Strategy

Choice: “Winning” or “Winning and Looking Good”.

The goal most people have when they train or work out is to look good – a trim physique and big muscles are more attractive than the alternative. They’re trying to impress others outside of the gym and while they’re at the gym as well. Having the right swag and fit of apparel is as essential as knowing the latest exercises and dietary supplements. But Björn Borg, with its heritage from sport, knows that although the clothes are essential it’s the psychology of how you feel that’s even more important.

These people have a separate goal than just trying to win, so SMG wanted to make Björn Borg sportswear stand for something else besides coming out on top and created the idea of “party training.”

Working out requires people to have free time which can also be spent enjoying oneself as well. Essentially, “Should I train or should I party?” It created true value and empowered them to do both.

Execution

What You’re Really Training For: To Party

The agency teamed up with online party and training enthusiast Ron Allen to create the world's first Party Trainer. It wanted people to realise that their real motivation for training is to look good when you go out to have fun with others.

To show its new sportswear collection in a cool way across all markets, SMG made the Björn Borg Tumblr page the hub for Party Training. It created a series of instructional videos of Ron Allen instructing people in how to Party Train — dressed in Björn Borg sportswear, of course. Tumblr even helped to re-skin the page and loved the design so much that the brand was able to editorially promote its videos on its home page.

With Björn Borg’s devoted fans ready and willing to spread the message, SMG created a way to let them create gifs of their Party Training by using LoopCam. This smart phone application captures and makes moveable images allowed fans to share their personal Party Training routine with one click to the Party Training hub. The reward? A chance to win a Party Training for a full year and a collection of the new Björn Borg sportswear.

Results

Under assault from the Goliaths of the sportswear industry, Björn Borg proved that Party Training was the way to go, with sales skyrocketing over 25% internationally.

Virally, it generated over 2.5 million views of the instructional videos and over 60,000 unique visitors to the Party Training tumblr page.

The Party Training moves have been shared more than 40,000 times on Tumblr. And, it received enormous press coverage, equal to €350,000 ($479,000) in its target communities (fitness, fashion, gay, students).

Most importantly, people are having more fun combining partying and training.

BRAND:

Björn Borg

CATEGORIES:

Accessories/Clothing/Footwear

Sport/Leisure

REGION:

Europe

DATE:

October - December 2012

AGENCY:

Starcom Mediavest

MEDIA CHANNEL:

Digital,Online

Coca Cola | Happy ID

Insight

Over the years, Coca-Cola has built the credentials to lead and talk about happiness through numerous campaigns, both international and local through multi-target communication. However, one of its more challenging targets was teens; its brand´s engagement indicators were below its expectations and it needed to impact especially in this target. 

Strategy

Coca-Cola realised that it needed to focus its communication in connecting with teens through the pillar of the brand’s strategy: happiness. It needed to inspire them with a strong message of happiness that would link them emotionally with the brand. 

Execution

Coca-Cola detected that despite Peru’s economic growth and pride, Peruvians were not happy, and this was shown in in the most basic form of expression: they were not smiling in their IDs, even when there’s no law that forbids them to.

It found an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their IDs. 

Coca-Cola developed a complete IMC support plan for this Campaign, mainly in: 

1 Online :

- Digital viralization of the campaign video, explaining the concept of the Happy ID had paid support on Youtube true view format. 

- Banners and advertorials in important newspapers websites for the launch of the campaign. 

2 Out-of-home:

- Special out-of-home billboards and other elements inviting Peruvians to be part of this movement. 

3 TV spots and PNTs In TV Programs sponsored by CC. 

4 Radio:

Spots and special mentions for the first phase of the campaign. 

5 Below the Line:

Photo booths installed in shopping Malls all over Perú. Free Coke and ID photo only if you smile 

6 Press:

Special Ads explaining the concept of the campaign 

Results

The campaign was a viral success, with more than 1.3 million shares on social networks and free press of USD 300M. The Happy ID movement had a 58% of awareness and 75% associated it with Coca-Cola. 

The positive response and action was immediate: 90% of new IDs in the first month of the campaign were happy IDs. 

It helped increase main brand indicators: Coca-Cola’s brand Association with Happiness increased 8pp, the for someone like me indicator increased +10pp and Brand’s differentiation increased +12pp in the period of the Campaign. 

This is just the beginning: 62% of Peruvians intend to get a Happy ID. 

BRAND:

Coca Cola

CATEGORY:

Drinks (non-alcoholic)

REGION:

Peru

DATE:

May 2014 - ongoing

AGENCIES:

McCann Lima

Havas Lima

MEDIA CHANNEL:

Online,Out-of-Home,Print,TV

Tourism Victoria | Remote Control Tourist

Insight

Unlike other Australian destinations, Melbourne is not known for its iconic buildings or amazing natural landmarks. Instead, it’s more about ‘experiences’ – food, fashion, music, the famous laneways and its overall creativity. In fact, the best bits of Melbourne are hidden away. They are things that take time to discover - but once you do, your curiosity is rewarded.

The primary objective for this campaign was to highlight the fact that Melbourne is a very different destination that is constantly changing, and there’s much more to it than initially meets the eye. Its main focus was to give the domestic audience new reasons to visit Melbourne – whether they had visited previously or never considered coming.

So Clemenger BBDO Melbourne created the Remote Control Tourist – a way to let people from anywhere in world explore the hidden secrets of Melbourne before they visit in person. To literally let them ‘go before they go’. Remote Control Tourist is a tourism marketing world-first; a real-time web experience which allows visitors from around the world to truly experience the depth of all Melbourne has to offer, in the closest way possible to actually being there. They could ask the Remote Control Tourists to explore anything: stepping on to the MCG, drinking coffee in a laneway, checking out a designer store or sampling one of Melbourne’s gourmet restaurants.

Strategy

The campaign strategy was built around the idea of allowing people in other cities to experience Melbourne’s depth first hand. By harnessing the power of social media and combining it with some clever streaming video technology, the Tourists truly became the users’ eyes and ears in Melbourne. Part guide, part humble servant, the Tourists helped the audience explore the twists and turns of the city.

Potential visitors simply had to tweet or message via a specifically designed website, and the most interesting suggestions would be actioned by a Remote Control Tourist. The campaign included a number of distinct phases of activity – from pre-launch and the five-day live period, right through to a calendar of promotions and assets that can be used for a number of purposes. The strategy relied on the creation of first person video content that told the deeper and more interesting stories of Melbourne. This content is essential to provide information and to help people explore Melbourne in the future.

Execution

As the Remote Control Tourist was a world first campaign, Tool had to do a lot of work behind the scenes to work out how to even make it happen. It had no blueprint for it. The campaign itself was run on a custom built platform that allowed people from anywhere in the world to watch and control the Remote Control Tourists live as they were on the ground in Melbourne. The Remote Control Tourists were controlled by requests made on the website, Twitter and Facebook. Live requests were moderated and then fed to the website and in turn, to the Remote Control Tourists on the ground. Aside from the real-time HD video stream, viewers could also follow the journey on an interactive Google Map that provided information on the nearby places of interest.

To enable the constantly moving Tourists to stream HD footage in real-time, their backpacks contained cutting edge technology that enabled the digital video data to be split across four 4G LTE Mobile data connections. The four streams were then received at the RCT headquarters and stitched back into a single stream and then encoded for the various devices (desktop computers, smartphones, tablets) and distributed across the Internet via the Akamai network.

The resulting experience was a website that delivered a real-time HD video stream, map-based location tracking and a social feed of the user-generated requests and dialogue. The teaser campaign was launched the week before the campaign live period that incorporated bespoke designs from respected artists, Craig and Karl. The teaser campaign and live period consisted of press, outdoor posters, digital screens and banners but was complimented with a large scale social media and PR presence.

Results

From October 2 – November 20:

- Estimated unique reach of media coverage: 150,980,058
- Twitter impressions: 41,464,450
- Facebook impressions: 7,906,130
- Total visits to site: 138,980
- Unique visits to site: 107,830
- Return visitor: 22.40%
- Average visit duration: 6:18
- Cities: 5324
- Countries interacting with the website: 171
- Positive sentiment: 96%

BRAND:

Tourism Victoria

CATEGORIES:

Government/Public Sector

Travel/Airlines

REGION:

Australia

DATE:

October - October 2013

AGENCIES:

Tool

Clemenger BBDO

MEDIA CHANNEL:

Digital,Mobile,Online,Out-of-Home,PR

ohnnie Walker | Diageo | Dads Deserve Better

Insight

Diageo is focused on using technology to influence brand preference in an increasingly connected retail world. Specifically, to leverage the mass penetration of smartphones to disrupt how people shop and influence decisions right up to point of purchase. Diageo’s brief was to make Father’s Day 2013 in Chile bigger and to position premium whisky brands Johnnie Walker and Buchanan’s as a thoughtful gift for Dad. The ambition was to increase the retail focus on the occasion, drive premiumisation and frequency of consumption.

Strategy 

Research conducted by Diageo showed that shoppers spend on average 30% more on Mother’s Day than Father’s Day. Why? Sons and daughters find it more difficult to express their feelings towards Dad and he’s harder to buy for than Mum. Driven by the insight that a gift is more intimate if it’s personalised, Evrythng positioned Johnnie Walker and Buchanan's as a way to celebrate fatherhood by connecting thousands of bottles of whisky to the Web, so they could carry a one-to-one digital video message from sons and daughters to their dads. Provoking consumers via the campaign message ‘Papa Merece Más’ (Dads Deserve Better).

Execution 

The idea was simple but delivery was technically demanding. The campaign leaned on Diageo’s mobile technology platform +More to make every bottle ‘smart’. This breakthrough application of Internet of Things technology gives each product a unique, addressable digital profile on the Web triggered by a unique QR code printed on the sleeve, which consumers scan using their smartphones. In three easy steps, sons and daughters could create a personal film tribute for their Dad and digitally attach it to a bottle of whisky, using their smartphone.

When Dad received his gift, he enjoyed not just the whisky but also a personal one-to-one video message right there on his own smartphone, accessed via the same QR code – putting theatre and emotion back into the act of giving. Described by Diageo's Head of Customer Marketing in Chile as “The most ambitious platform for modern trade ever in Chile,” campaign activation was conducted at scale via hundreds of tailored POS promotions, mall interventions and sampling events, a disruptive YouTube ‘gift destruction’ channel and a PR and key social influencer strategy.

Results

The campaign drove a 25% year-on-year sales uplift of Johnnie Walker and Buchanan’s whisky, with a campaign ROI of 64%. The Dads Deserve Better message reached a massive online audience, with over one million YouTube hits and eight million Twitter impressions via celebrity influencers. 24% of all users who visited the mobile website created a personalised video for their dad, reflecting a highly engaged audience.

And the innovative application of mobile technology gained traction with the press, earning significant PR coverage across Chile as well as global media interest in +More, including a report in the Harvard Business Review.

BRANDS:

Johnnie Walker

Buchanan's Whisky

BRAND OWNER:

Diageo

CATEGORY:

Drinks (alcoholic)

REGION:

Chile

DATE:

May - July 2013

AGENCY:

Evrythng

MEDIA CHANNEL:

Mobile,Online,Retail/POS

Always will be

Kickers Crisps | A Crazy Dane Rapping In Finnish

Insight

Estrella, the second largest snack brand in Finland, had failed to break into the shaped snacks (‘shapes’) category despite serious launch attempts during recent years. Shapes currently stand for 8% of the total snacks category and hold considerable potential for future growth. A classic favourite shapes product from the 90s, Kickers was withdrawn from the market by Estrella 15 years ago. Ever since, consumers have been requesting it back.

Could bringing Kickers back turn Estrella’s fortunes in the shapes category? The re-launch faced a couple of major challenges: First, the marketing budget available for the project was very limited. Second, the snacks category is highly competitive and impulse driven. Third, even though Kickers had its loyal fans from the 90s, the main consumers of shapes are 16-25 year-olds - far too young to remember the previous golden era of Kickers. Having no equity in the market was both a blessing and a curse. In the mind of the target group Estrella didn’t have much to build on, yet it had every opportunity to introduce Kickers to a new generation of fans and make it a superstar again. How could it capture their attention, and make them try Kickers?

Strategy

It was clear from the start that the target group had certain special characteristics that needed to be considered. Authenticity is highly valued by young people today, so Dagmar saw an opportunity to focus on something that was genuine for Finnish youth. The Finns are rightly proud of their heritage, but at the same time aware of being from a small country. Hence, they are extremely flattered when a foreigner shows interest in them. It also found that music plays an important role in the everyday life of young people, and Finnish rap music in particular has become very popular. Young people see themselves as forerunners and like to participate in new phenomena.

Dagmar knew that a traditional media campaign would not solve the challenges, so it needed to find something new and unusual. The solution slowly emerged from a totally unknown young Danish guy called Andreas with a unique talent. Together with its production company, they discovered this crazy Dane who had uploaded a YouTube a video of himself rapping a well-known song in Finnish. Linguistically it was perfect but the guy didn’t know a word of Finnish. How did he do it? Why? There was massive potential for a cool and targeted comeback for Kickers.

Execution

Dagmar decided to get this charming, funny and talented Danish rapper on-board - and four months before the launch of Kickers, met with Andreas and developed a communication plan. First, Dagmar needed to make the Kickers name recognisable among the target group. The Danish rapper claimed the stage name ‘K1ckerz’ and was filmed performing popular Finnish rap songs. He created a YouTube channel for his work. When the original artists of these songs heard about this, they got so inspired by K1ckerz that they started sharing his videos with their own fans. This gave K1ckerz instant credibility. The mass media also spotted the crazy Dane. Soon K1ckerz video was the most viewed entertainment clip on Iltalehti, the largest online newspaper in Finland. K1ckerz was also interviewed on national radio.

The media raised K1ckerz visibility and credibility which, in turn, ramped up commentary on YouTube. The YouTube channel quickly grew in numbers of views. Facebook comments skyrocketed. A quirky new phenomenon was born. To take Kickers to the next level of stardom, the campaign team helped him write and perform his own rap song, carefully written as a parody of a first love; a first love of Kickers. Finland’s No.1 music video production company produced a professional music video for the song in which Kickers starred. It became the official re-launch platform for the Kickers brand, with subtle but relevant and self-ironic product placement throughout.

Results 

The execution of the Kickers launch was a major success. The critical target group did not react negatively to the product placement – because it just made sense. Estrella created a new phenomenon which raised a lot of earned media. In a population of five million the music video got over 400,000 views, fueled solely through social media and PR. The consumers didn’t consider K1ckerz a ‘fake’ artist – they think he made a good first single and has a promising future.

During the launch there was a moment of Kickers-mania when stores simply ran out of the product and the Estrella factory had to work through the night to meet the sudden explosion demand. A smart idea followed by excellent and fearless execution pushed Estrella Kickers into the big league of the Finnish snacks market. A quite unusual relaunch.

BRAND:

Kickers Crisps

CATEGORY:

Food

REGION:

Finland

DATE:

2013

AGENCY:

Dagmar

MEDIA CHANNEL:

Digital,Online

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