Singapore Tourism Board :::MAD in Singapore

BRAND OWNER :Singapore Tourism Board
CATEGORY:Travel/Airlines
REGION:India
DATE:Feb 2008 - Jul 2008


In India, Singapore was not on the radar as a holiday destination for the entire family. Singapore Tourism Board's challenge was to reposition the way Singapore was perceived - from being a business destination to a family destination.

Singapore Tourism Board realised that the best way to influence India's holidaying habits, was to make Singapore a cool destination for children.
So Singapore Tourism Board partnered with POGO's (a top rated India Kids' Network) program MAD (Music, Art & Dance) and its popular anchor Rob, to take the show on location in Singapore in the summer of 2008.

After fervent negotiations MAD - the highest rated show in the key Sunday morning time period - was rebranded MAD in Singapore. "MAD in Singapore" kicked off in February with a competition - on-air and on-line - that would give the lucky winners the chance to travel to Singapore with Rob on POGO's 2008 "Summer Special".

Six half hour episodes were created, following the kids' adventure-laced journeys. Each show promoted a different aspect of the island city. The episodes aired every Sunday morning throughout May-June, with midweek repeats.

The programme reached 1.3 million children on average each episode. Research following the campaign revealed that 1 in 3 families were pestered by their child to take the family to Singapore.

Actual travel to Singapore converted to an overall 9% year over year increase versus the previous summer.

Best Ads April 15, 2009

American Express:::Members Project

BRAND OWNER:American Express
CATEGORY:Financial
REGION:USA
DATE:Mar 2008 - Nov 2008


The American Express Card was struggling to maintain its uniqueness in a flooded credit card category. Its competitors were also beginning to target a more affluent customer – Amex’s traditional target. American Express needed to differentiate itself and establish new relevance with today’s consumers in sensitive economic times.

Amex decided that what made it unique was the community of card members, which it decided to activate to make ‘the value of belonging’ central to American Express’s core value proposition.

Digitas identified a strong “sense of purpose and moral integrity” among American Express Card-members. Members Project had launched in 2007 to allow Amex cardholders to channel donations to specific charitably causes. MP ’08 saw those who participated the previous year contacted at a grassroots level and then activated via social media. They were invited to submit their project ideas and use a wide range of promotional tools, including Facebook pages, project widgets, HTML emails, IM techniques and video to rally support for their favourite projects.

Having submitted their cause ideas they were hosted on a powerful Web 2.0 platform and voting was encouraged by the project owners themselves, promoting their entries and buoyed by paid media tied to milestone voting dates. The winning causes received up to $2.5m from American Express.
The social and self-promotional elements of the communications strategy increased organic visitation and engagement with MembersProject.com over 500% from previous year. Participants in MP ’08 were also more than 5 times as likely to socially promote the program compared to previous American Express marketing efforts that did not contain an appeal to the collective power of Membership.

Vaseline:::Getting men to moisturise

BRAND OWNER:Unilever
CATEGORY:Toiletries/ Cosmetics
REGION:USA
DATE :Oct 2008 - Nov 2008


When Vaseline launched its men’s range of hand and body lotion, it wanted to raise awareness about the product and ensure that men connected the dots between skin health and body health.

The idea was that Vaseline Men helped fortify men’s skin to help it perform more efficiently.
The target audience was an average guy in his mid-30s with a family who used lotion every so often. He loves sports and is picky about his media usage.

Vaseline's main challenge was to differentiate Vaseline’s sports theme from other brands such as Gillette and Gatorade..

Vaseline chose athletes as brand ambassadors whose sports seasons were peaking during the Q4 launch: baseball and football.

The campaign idea was “15 seconds a Day to Stronger Skin”.

Athletes spend countless hours practicing their sports and preparing their bodies to deliver strong performance. But it only takes them 15 seconds a day to strengthen their skin.

Vaseline partnered with ESPN and worked across TV, radio, digital and print to create content featuring New York Giant’s football star Michael Strahan and Philadelphia Phillies baseball champion Chase Utley.

Not only were there TV vignettes about the sportsmen’s off-field regime, but there was also a digital hub and radio sponsorship of ESPN’s top-rated radio broadcast. There were also advertorials in ESPN magazine with a Vaseline ad on opposite page.

Additionally, content was delivered beyond ESPN properties to a broader audience with a homepage takeover of both YouTube and AOL, as well as Broadband Enterprise, and NFL.com. This was the first time ESPN created non co-branded content and allowed it to be syndicated across multiple channels.
As a result, Vaseline Men ended the year 40% ahead of the share target. The 24.5oz (lead product) was in the top 3 selling Unilever variants for 12 straight weeks at WalMart, making it one of Vaseline's most successful launches.

Hapoalim::: Wedding direct

BRAND OWNER :Hapoalim Bank
CATEGORY :Financial
REGION :Israel
DATE :Nov 2008 - Dec 2008


Setting up a new home is an expensive business and it’s top of mind when young couples get married.
Ha’Poalim Mortgage Bank identified weddings as a key moment in which to reach out to this potential target market.
It created a special product designed to appeal to newlyweds, offering a competitive rate, the ability to take a payment holiday and no penalties for early redemption.
The bank then sent out dozens of representatives to weddings across the country to spread the joyful news.
Taking advantage of the tradition of putting cash or cheques in envelopes into gift boxes, it posted a congratulations card, an Ikea gift voucher and an invitation to meet with the Ha’Poalim mortgage team to discuss the special mortgage package.
On the evening of the wedding when families were noting the generosity of family and friends they would discover the gift from Ha’Poalim as well as a personally signed card from their representative wishing them future happiness.


For eight weeks representatives targeted hundreds of weddings in the Tel Aviv area on Thursdays – the traditional day for weddings.
Twenty-five percent of the couples approached called to set up a meeting, and many more came into bank branches. Ha’Poalim will be targeting weddings again in 2009.

Staircase to heaven

Product: Voltaren Pain Relief Gel
Advertiser: Novartis 2008
Agency: FP7 Doha
Creative Director: Fadi Yaish
Country: Qatar





Product: Voltaren Pain Relief Gel
Advertiser: Novartis 2008
Agency: FP7 Doha
Creative Director: Fadi Yaish
Country: Qatar








Product: Voltaren Pain Relief Gel
Advertiser: Novartis 2008
Agency: FP7 Doha
Creative Director: Fadi Yaish
Country: Qatar









Advertiser: COCA-COLA
Brand name: POWERADE ENERGY DRINK
Agency: McCANN-ERICKSON
Country: Spain (Tag)
Awards: Cannes Lions 2003 Press No-Prize





















Advertising Agency: Jung von Matt/Alster, Hamburg, Germany
Creative Directors: Daniel Frericks, Thimoteus Wagner, Götz Ulmer
Country: Germany
Year: February 2008

Online marketing glossary

"Above the fold"
Refers to banner ads that can be seen by the user without scrolling down the webpage. It's not a fixed line, though, because a user's monitor size and resolution can vary.
"Below the fold"
Refers to banner ads that can only be seen if a user scrolls down the webpage. It's not a fixed line, though, because a user's monitor size and resolution can vary.
Ad network
A company that aggregates available ad space across a large number of websites and sells it to the advertiser. There are many types of ad networks, from the very large to those targeted on a particular audience.
Ad server
A program that manages the delivery of ad banners for a web site or advertising network.
Ad space
The location on a webpage where a banner advertisement can be placed.
Ad Specs
See 'creative specs'.
Banner ad
A graphical advertisement that appears on a web page or email newsletter. When clicked, a user is brought to the advertiser's website.
Behavioral targeting
A strategy that determines which banner ad to show a user based on that user's observed behavior (such as the pages they've visited or searches they've made). By making the ad more relevant to the user, behavior targeting tries to improve the performance of that ad.
Click-through
When a user clicks on an advertisement and follows it through to the resulting webpage.
Contextual targeting
A strategy that determines which banner ad to show based on the content (text) on that webpage.
CPA (Cost per action)
Cost of advertising based on a user taking a particular action (such as a purchase, download, or sign up) in response to a banner ad.
CPC (Cost per click)
Cost of advertising based on the number of clicks your banner ad received.
CPM (Cost per thousand)
The cost associated with 1,000 views of your banner ad. For example, if a publisher charges a $10 CPM and there were 10,000 views, the cost of your ad is $100.
Creative specs
Guidelines for the type of advertising that a certain publisher will accept. For example, their ad specs might say they accept banner ads that are certain sizes or file types. adcherry helps make it easier for you to find creative specs by linking you directly to them (when they're available online) from our ad listings directory.
Creative
As a noun, refers to the actual banner advertisement.
Demographic targeting
A strategy that determines which banner ad to show a user based on attributes of the audience such as age, gender, income, etc.
Display ad
See 'banner ad'.
Frequency
The number of times a banner ad is shown to the same user in a single session or time period.
Geotargeting
Choosing what banner ad to show based on a user's location.
Impression
A measure of the number of times a banner ad is served to a users' web browsers.
Insertion order
A purchase order between the company buying ad space and the company selling it.
Inventory
The number of ads available for sale on a website.
Leaderboard
A wide banner ad often seen at the very top or bottom of a webpage. It measures 728 pixels wide by 90 pixels tall.
Rate card
A list of the prices of advertising available at a given website or ad network.
Reach
The total number of unique users who will be served a given banner ad.
Run of Network (RON)
When an ad network shows your banner ad across its network of websites based on what space is available. Usually less expensive than 'premium' ad space on those websites.
Run of Site (ROS)
When a website shows your banner ad across its entire site. Run of Site may be less expensive than choosing only to run your ad on a certain section of the website.
Skyscraper
A banner size that's tall and thin, often seen along the left or right hand side of a webpage. It could measure either 120x600 or 160x600 pixels.
Wide skyscraper
A tall banner ad that is 160 pixels wide by 600 pixels tall

Digital relationships :Spectrum of Online Friendship

Another attempt to ease the struggle while describing your online friendships to your Arab Marketers who just don't / don't want / cant understand the power of social media.If you did not hear the news yet!! online friendships are different from what we've traditionally called friendships. Digital technology has affected the number of relationships you can maintain, and the intimacy of those relationships, effectively enabling us to create fans who feel like friends.

Passive Interest
This is the easiest level of engagement. It asks the least of your friends, and achieves the least commitment from us. But, it's the crucial starting point. I follow my curiosity to you, I'm interested in what I find, and I choose to pay attention. e.g. repeat visits, blog readers, fans, followers, etc.
Active Interest
This is when I care enough to let you know that I care (in a nice way, not in a stalker way ;). It's a small step, but a big opportunity for you to identify key members of your audience who are candidates to move along the spectrum. We don't yet expect a response, we're just letting you know that we're listening. e.g. people who leave comments on your blog, wall comments, @replies on Twitter, etc.

Sharing
At this point the audience member starts to become a fan. You and your work become part of my identity as I use it to talk to my own friends about what interests me (remember that we share content for social reasons). I also have made myself more valuable, because I am now partly responsible for the spread of your ideas. e.g. social bookmarking, retweeting links, posting links and content to my own sites and profiles, etc.
Public Dialogue
This is the first phase that requires action on your part. I have either demonstrated an Active Interest or have Shared your work with my own friends. You foster a relationship by responding to my interest in a public forum. By doing so, you make the rest of your friends aware of my existence, and welcome me to the group. e.g. public @replies, referrals in a blog post, and references posted to our various sites and profiles, etc.
Private Dialogue
At this step, we begin to transform mutual interest into mutual trust. We are willing to share thoughts, ideas, experiences with each other directly. We trust each other with direct access, which has increasing value in an increasingly always-on world. e.g. exchanging email, TXT messages, IM, and direct messages on Twitter, Facebook, YouTube, Flickr, etc.
Advocacy
At first glance, Advocacy looks a lot like Sharing. But, the crucial difference is that Advocacy means that I am making an explicit recommendation of you to my friends. It's too easy now to simply share, all it takes is one click on your bookmark tool bar. Choosing to actually say, "This is important. It's worth my friends' time. And I'm willing to risk my own reputation to convince my friends to check it out." e.g. same tools as Sharing, but different language; usually entails recommending the person or brand, and not just a specific piece of content
Investment
The brass ring of online friendship. This is the most difficult achievement to recognize or quantify. But it's the most important because it represents the willingness of your friends to take action on your behalf.

Investment, became clear to me in the wake of well-wishes deservedly showered on David Armano after his announcement last Friday of his move to the Dachis Corporation. I was one of those well-wishers myself, and was genuinely proud and excited to hear about his new gig.

Van Gils:Dating a dummy

BRAND OWNER:Waalwear Group
CATEGORY:Accessories/ Clothing/ Footwear
REGION:EMEA
DATE:Aug 2008 - Sep 2008

Van Gils was a successful formal menswear brand across Europe in the eighties. In its prime it rivaled Hugo Boss, but had fallen into decline and had become largely unknown. Van Gils wanted to rebuild the brand’s visibility among 28-40 year old men in four local markets: Sweden, Belgium, Denmark and the Netherlands.

While other fashion brands use celebrities as models to add borrowed interest to the products, Van Gils understood that it is really only the suit that counts.

The campaign consisted of magazine spreads featuring an anonymous mannequin who “gets a life” and lives out a celebrity life.

The strategy was to take the mannequin (an actor in costume) to high profile events in each market. On each occasion the mannequin would be ‘dating’ a glamorous female star with a high profile in that market.

This meant model Susan K at the Survivor TV Party in Denmark; Miss Belgium, Alizee Poulicek, at David Coulthard’s pit at the Belgium Grand Prix; model Carolina Gynning at a film premiere in Stockholm and actress Lieke Lexmond at the Netherlands Film Festival.

Two international events saw Pamela Anderson ‘date’ the mannequin at Vivienne Westwood’s London Fashion Week show and Channel 5 presenter Laura Esposto at the ‘Burn after Reading’ premiere at Venice Film Festival.

This helped to generate major press interest and PR. In each market an exclusive content deal with one key publication was negotiated (such as FHM) to ensure a minimum level of coverage. To raise the profile beyond this base level they used extensive online seeding and blogging, while employing a local PR agent in each market to gain exposure in more channels.

Despite a relatively low weight of press advertising, the campaign achieved a 6% increase in Van Gils suit sales. This was accompanied by a 90% increase in new visits to the Van Gils website.

The viral

Scandinavia Online :::Digital answer guru

BRAND OWNER:Eniro AB
CATEGORY:Publishing & Broadcasting
REGION:Norway
DATE:Aug 2008 - Oct 2008


Guru.sol.no was a Norwegian web service similar to Yahoo answers, where users can post questions, answer people’s questions and get answers. With a September launch, the challenge was to encourage people to use the service and obtain 100,000 unique visitors by the end of 2008 on a limited budget of €140,000.
Guru.sol.no created situations on street level that would engage the consumer and encourage them to visit the site to find out the answer. Fifteen different ambient scenarios were executed in four main cities in Norway during a two week period. Some 1000 posters were placed next to ‘missing cat’ posters, along with the question “What is kebab made of?”. A broken grand piano made to look as if it had fallen from the sky and landed in the centre of Oslo on street level with a ‘person’ trapped under it, complete with moving limbs, was accompanied by the question “What is Karma?”. This was supported by a digital campaign involving more than 200 banners on 60 websites including MSN and Facebook as well as more niche websites. The web campaign lasted for 8 weeks and each banner was tailored to its environment. On Facebook the question “can I get fired by checking my Facebook profile while I work?” was posed. On a fitness website they asked: “How does liposuction actually work?”. Answers to the question would be found at guru.sol.no.
The new approach of using niche websites saw click-throughs reach 1,2%, while the benchmark in Norway is 0,15%. The site achieved 100,000 unique visitors in the first week and maintained 100,000 unique visitors weekly, 3 months after launch, all within budget.

Bruno Banani::: Helping men to chat up the ladies

BRAND OWNER:Procter & Gamble
CATEGORY:Toiletries/ Cosmetics
REGION:Germany
DATE:Apr 2008 - Jan 2008


The male beauty product market is expanding by leaps and bounds and Procter & Gamble’s Bruno Banani wanted to be a major player. It needed to bring to life the brand’s persona of charming seduction in a way that would connect with young males.

Bruno Banani identified Carnival as the flirtiest season of the year a time when Germans go mad for a taste of Rio de Janeiro. At the same time Bruno Banani knew that young males needed the self assurance that would help them get the girl.

The brand identified male toilets as the best place to give the target audience a boost. Posters, mirror stickers and floor ads alerted them to the Bruno Banani’s helpful service offering smooth lines to impress the ladies.

By sending a text message and they could get a naughty but nice pick up line to help them get the girl: “All those curves and me without brakes!”

The brand helped the guys impress and underlined the cheeky positioning of the brand, boosting key brand scores by up to 30%.

The campaign helped deliver P&G’s biggest male lifestyle launch, helping the portfolio become the number 1 fine fragrance brand on the German market beating Boss, Davidoff and Armani.

Arimidex:::Celebration Chain

BRAND OWNER :AstraZeneca
CATEGORY :Pharmaceuticals/ Healthcare
REGION:USA
DATE:Oct 2007 - Apr 2008

AstraZeneca wanted to build an online tool for the breast cancer community to celebrate and support its patients and survivors. One of AstraZeneca’s cancer drugs is Arimidex, which is indicated for early and advanced breast cancer.

The aim was to raise awareness of Arimidex and AstraZeneca and demonstrate the company’s commitment to breast cancer and provide charitable contribution to advocacy groups.
Celebration Chain represents individual women who are united by an experience with breast cancer. Friends or family who want to honour a breast cancer sufferer can choose an avatar or “celebration doll”, a simple, whimsical, and endearing rich-media animation that reflects a patient/survivor’s personality. They can then send the doll to their loved one via email to create a celebration chain. For every new doll created, AstraZenece donated $1 to charity. Other friends can also create their own “celebrations” in support of the cancer patient. The idea is to act as a supportive network for the women being treated for breast cancer. The idea spread virally and was picked up by bloggers who endorsed the Celebration Chain.
As of February 2009, over 17,000 celebrations had been created, and many more (90,000+) had visited the site to view them.

Fanta :::Fanta-stic flirting

BRAND OWNER:The Coca-Cola Company
CATEGORY:Drinks (non-alcoholic)
REGION:Poland
DATE:May 2008 - Jul 2008

Fanta wanted to reconnect with young people and make fresh associations with fun aspects of their lifestyle. Fanta was rolling out its Play campaign, which featured cool teenage characters in cartoon form who set out to introduce a splash of colour into a black and white world. Fanta decided to make sure 2008 would be a summer of love for Polish teens.

Fanta went to social network MojaGeneracja.pl, the leader in the teen market in Poland, and offered to develop new applications that would help its users get over that first hurdle and then flirt with each other.

The Fanta Flirt application allowed users to send a range of flirty animated messages to each other. Users could open the application, decide who they want to flirt with, select a chat-up line or write their own and then pick an animated e-card with a character from the Play ads on TV as their avatar. All of the flirty messages were aggregated in a personal inbox for users. Fanta also created the first ever online chat function within any social networking site in Poland, so that users could continue chatting without having to use an outside IM service.

The most active users of Fanta Flirt appeared on the MojaGeneracja homepage and all supporting advertising on TV and in youth magazines directed people to the social networking site. And because users could adopt the Play characters to be an avatar on their profile pages, awareness of our fun and colourful campaign spread beyond those who were using the flirts.
As a result, some 670,000 flirts were sent by 70,000 people. The campaign reached 37% of the Fanta target. And some 81% of users said they wanted Fanta to create another application.

Reebok:::Fitness circus

BRAND OWNER:Adidas Reebok
CATEGORY:Accessories/ Clothing/ Footwear
REGION:Global
DATE:2008

Reebok has a history of inventive workout disciplines, recognizing that women like to enjoy themselves while exercising, starting with the simple Step Reebok in 1989.

Following survey of 15,000 women across 25 countries in 2008, Reebok found that less than 25% of women work out often. The findings showed that nearly two thirds (61%) of all women would workout more if it was more fun. More than half (54%) felt exercise was a chore.

Reebok teamed up with global acrobatic circus entertainment company, Cirque du Soleil, to create an innovative gym work out called Jukari Fit to Fly.

It is the first in a series of initiatives to come out of a new, long-term partnership, first formed in early 2008. In the eight months of development, Cirque du Soleil ensured that every move was inspired by the real moves of its acrobatic artists. Jukari Fit to Fly is an hour-long work out on a specially-designed piece of equipment called the ‘FlySet’, a durable three-stranded rope fixed to the ceiling, with a 380 degree swivel point at an adjustable length with two attachment loops. A bar is placed through the loops to create a sort of trapeze. The workout gives the sensation of flying while strengthening and lengthening the body.

The class was launched in gyms in 14 cities around the world, including Hong Kong, Mexico City, Madrid, London, Krakow, Munich, Seoul, Kuala Lumpur, Buenos Aires, Santiago, Montreal, Los Angeles, Boston and New York.

To complement the class, Reebok has created two collections of women’s fitness clothing and footwear – On the Move and the Reebok-Cirque du Soleil collection. Both consist of product which can be worn for a range of fitness disciplines, from running to yoga, JUKARI Fit to Fly to tennis. All have been developed and designed with a deep understanding and knowledge of the unique way a woman’s body moves.

The launch was supported by a global campaign spanning online, outdoor, in store and in print featuring imagery of Jukari Fit to Fly.

White flag made out of plastic bag

THE ORIGINAL?

E.Leclerc Supermarkets “without your help, nature can’t win” - 2004

Source : French Art Directors Club book,

Agency : Australie (France)

LESS ORIGINAL :

Jourdelaterre.org (earth day) - 2009

Agency : SidLee Montreal (Canada)

Coca Cola:::Mismatch Generator Mar 2008 - Jun 2008

BRAND OWNER :The Coca Cola Company
CATEGORY :Drinks (non-alcoholic)
REGION :Germany

In 2008, Coca-Cola was one of the official sponsors of the UEFA football championships (Euro 2008) and wanted to reignite the World Cup spirit that had taken over the country during 2006.

Coke decided to act as a facilitator, uniting people in their love for football and for the national team.

The idea was to get Coke to bring even opponents together.

The key target audience was 18-29 year olds who were used to communicating via social networks. Usually people in communities search for people with similar interests, but Coke wanted to turn this idea on its head so that people could connect with people who are very different.

Coke partnered with social community StudiVZ – 4 times bigger than Facebook. We integrated a Coke EURO platform with a new and unique fan-profile generator called the “Mismatch Generator”.

The users had to answer 9 questions about their lifestyle. These profiles run into a database and weekly every participant got 3 opposite mismatches allocated, for example a meat-lover would be matched with a vegetarian, but they were unified by their love of football. Then each week one pair of mismatches won a fan partner championship ticket.

The Mismatch-Generator was pushed by standard online advertising as well as personal addressing and viral components in the community.

Some 100.000 fans in the target-group were activated by the campaign and over 530.000 different mismatches were created. In the end, the activation program contributed considerably to Coca-Cola becoming the Euro 2008 advertiser with the highest awareness and likeability for its Euro communication.

SunSilk :::Manuela's wedding

BRAND OWNER :Unilever
CATEGORY :Accessories/ Clothing/ Footwear
REGION :Brazil
DATE :Nov 2008 - Dec 2008

Sunsilk is the top hair care brand in Brazil and was set to launch a new product, Sunsilk S.O.S.

Crescimento Fortificado, whose main benefit is to drive strong hair growth at a rate of up to 1.27 cm a month. Sunsilk had focused its brand position around the expression, "Life can't wait, why should hair " a bid to appeal to the lives of 20-something-girls.

The challenge was to create a communication campaign capable of bringing together the brand's philosophy (life can't wait) and the new variant's powerful functional benefit.
As Unilever research showed that 70% of women have "growth" and "strength" as two of their main hair care needs, Sunsilk needed a platform to reach this huge percentage of Brazilian women.
Due to the huge role that soap operas play in Brazilian cultural life, Sunsilk decided that this would be the most powerful creative direction to take.
An original, 4-episode sitcom was produced following the 4 month's leading up to the most important day in a woman's, Manuela's, life: her wedding day.
The plot linked to the product as Manuela had cut her hair short only to get engaged the following day. The target audience became gripped with Manuela's struggles to have her perfect wedding and, more importantly, her perfect hair.
The episodes were aired on TV, and were then made available on a website created for the project.
Sunsilk also produced exclusive online content, including video tips from Manuela's hair stylist, dermatologist and nutritionist. The FAQ section of the website was transformed into video interviews with these skilled professionals. The mystery of who was trying to sabotage Manuela's wedding could only be solved via Manuela's blog, and the sitcoms character profiles that were created on social networking sites, such as Orkut, Twitter, Facebook and Flickr.
Consumers were encouraged to interact with the content, coming up with their own storylines. The winner of this competition appeared as a guest star on a special episode of the show.

The first episode was viewed 500,000 times on YouTube and the product is now the biggest selling product in SunSilk's portfolio, which has 21 products. Market share was increased by 400%.

Nivea::: Good-Bye Cellulite

BRAND OWNER :Beiersdorf
CATEGORY :Toiletries/ Cosmetics
REGION :USA
DATE :Mar 2008 - Jul 2008


Cellulite is a problem for a large number of women between the ages of 20 and 50, but most are skeptical about the efficacy of topical creams.

Nivea wanted to address this skepticism and relate personally to women’s experiences and feelings about their cellulite.

Nivea’s Good-bye Cellulite product launched in 2007 in partnership with the Tyra Banks Show, using real testimonials of women who had seen dramatic results from using the product.

Nivea decided to extend the partnership for 2008 and leverage the implied endorsement. The 2008 partnership spanned a series of Time Warner properties, including The Tyra Banks Show, People Magazine and Extra. The Tyra Banks element saw two full segments on the show – the first introduced the “Goodbye Cellulite Hello Bikini Challenge” participants and the panel of Nivea experts.
The second revealed the women’s fantastic results, with Tyra Banks herself discussing the product. People magazine followed the journey of the women taking the challenge. Readers were given a behind-the-scenes look to a Nivea sponsored fashion show, with the models attesting the effectiveness of GBC.

As a result of the campaign, Goodbye Cellulite increased sales by 50%. After the airing of the second integration on Tyra and the People advertorial, GBC Gel and GBC Body Beauty were the #1 and #2 ranked products in the category.

The GBC integration on Extra! helped Nivea become the #1 brand in the category for the first time in history

Veritas Spiriti::: Be bold and check them

BRAND OWNER:Veritas Spiriti
CATEGORY:Charities
REGION:Macedonia
DATE:Sep 2008 - Dec 2007

Amongst men between 15 and 40, awareness of testicular cancer and its symptoms are very low.

The cancer can be easily detected with a simple self examination and if detected early it can be successfully treated in 99% of the cases. NGO Veritas Spiriti wanted to educate men how to self-examine and motivate them to do it regularly.

The target group doesn’t worry about things like cancer, so the charity wanted to deliver multiple repetitions of the core message in a funny way.

Veritas Spiriti decided to literally give men “a hand” in checking themselves. The charity created cut outs of hands complete with information about the checks in football stadiums, in the gym, in barber shops and in changing rooms as well as at the car wash and snooker rooms.

In Macedonian slang, testicles are also known as eggs, so Veritas Spiriti stamped the message on eggs sold at local markets. This was supported by a website (www.proverigi.com.mk) containing more details and facts about testicular cancer. There were banners resembling women’s breasts with a zip over them. Once the banner is “unzipped” two eggs were revealed underneath with the message.
Prior to the campaign around 1% of men were aware of testicular cancer, but afterwards there was a 74% awareness. Ministry of Health data revealed that the number of doctor visits for checking testicular cancer were 11% higher after the campaign. Finally the internet banners were clicked 1100% more then the regular banners.

Gillette: India votes

BRAND OWNER :Procter & Gamble
CATEGORY :Toiletries/ Cosmetics
REGION :India
DATE :Aug 2008 - Sep 2008

The challenge facing Gillette was that despite the positive perception of Gillette Mach3 as a product, Indian men found shaving to be a chore.

As Indian men placed very little importance on shaving, they couldn't justify using the Gillette Mach3 - which is around 10 times more expensive than traditional Indian razors.

Gillette sparked a national debate on shaving that would infiltrate the conversations of millions.

The campaign platform of "India Votes....to shave or not" could have gone horribly wrong.

First, Gillette piqued the nation's interest by commissioning a Nielsen survey on the country's attitude to shaving. The research highlighted a series of controversial points that were sure to get the nation talking. Were clean-shaven men more successful? Did the nation prefer clean-shaven celebreties? And the big one: did women prefer clean-shaven men?

The provocative results generated buzz across the key news services. TV-news-anchors, and radio-DJs keenly picked it up and started a debate on their own perspective channels.

Even the Times of India ran a daily poll online on the subject.

Gillette had sparked a national conversation among celebrities, Bollywood-stars, noted business-icons and socialites.

An online poll and live polls conducted malls and cineplexes kept the debate raging, and also offered men a chance to trial the product. What was the critical insight that broke the brand challenge?

Quite simply, the survey proved conclusively and publicly that women preferred clean-shaven men. Sharing this observation with the men of India created dramatic change in the brand's fortunes.

The campaign set all time sales records with a dramatic change in the brand's fortunes. The campaign set all time sales records with a dramatic sales increase of 38%. Awareness doubled. Trials increased by 400% and Gillette's market share increased by 35%.

Sears::: Back to school

BRAND OWNER:Sears
CATEGORY:Accessories/ Clothing/ Footwear
REGION:USA
DATE:Jun 2008 - Sep 2008


For Sears, the back-to-school (BTS) season is the only promotional period the retailer directly targets and involves younger shoppers.

Among teens Sears is rarely considered cool, so the challenge was to prove to teens that Sears had the apparel and styles to help them really "arrive" back at school.

This was to be part of a continued dialogue throughout the year, as Sears realised that you can't just talk to teens once a year and expect them to care about your brand.

Sears understood that the BTS season was incredibly important to kids, they would be seeing their friends for the first time in months and needed to make the right impression.

To generate excitement about Sears product offering and build an aspirational relationship, Sears aligned with Vanessa Hudgens, star of teen phenomenon High School Musical.

With Vanessa as brand ambassador, the strategy positioned Sears as the reference provider of the BTS looks and playground currency to impress.

Vanessa, dressed in Sears, starred in a TV commercial; series set as a musical, wearing the winning look for the 'first day' of school in the final act.

Sears' Arrive Lounge microsite was created, featuring Vaness Hudgens behind-the-scenes footage, content, opt-in mobile offer alerts, downloads and tools (video/music mash-up tool, apps to link to social networks).

Visitors registered for VIP Access Card and entered a sweepstakes to win a concert at their school with Vanessa. Card holders received weekly emails/SMS giving clues to hot items only to be found at Sears stores. When items were found, keywords were texted for a sweepstakes to get a Vanessa concert at your school.

A cross-channel sponsorship of MTV movie, “American Mall”, integrated product and aligned Sears’ partnership with Hudgens, the lead actress.

To drive traffic to “Arrive Lounge” Sears teamed up with highly trusted teen social networks and destinations: Facebook, MySpace, Seventeen, CosmoGirl, Addicting Games, FunBrain and Neopets to be part of and add value to their own customizable virtual worlds: Integrated “Arrive Lounge” into custom virtual worlds with exclusive content, videos, freebies and bespoke games for each environment; Sears virtual boutiques offering clothing, backgrounds, and animations to get ready for the new school year; Parties, Fashion events, Catwalk contests where users interact and celebrate the best of BTS fashion and Sears virtual stores offering exclusive apparel for their avatars, with online trading currency. "Intention to shop at Sears for BTS items" was up 5% among tested audience.