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