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Pureit: Turning a million skeptics into believers
Surabhi Talwar, Krishnan Anantha, Siddharth Banerjee and Ratika Mehra, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a Unilever campaign in Indonesia called 'Sceptic to Believer' â€“ a promotion for a gravity based home water purifier called Pureit, which provided a cheap and reliable way for families to get drinkable water.
This case study describes a Unilever campaign in Indonesia called 'Sceptic to Believer' â€“ a promotion for a gravity based home water purifier called Pureit, which provided a cheap and reliable way for families to get drinkable water. In Indonesia over half of households had to boil their water to make it safe. Others bought packaged supplies or used vending machines. Pureit was more convenient because it worked without power and, once installed, did not require a trip to a supplier. To overcome consumer scepticism, Unilever recruited a 'Posyandu' â€“ a doctor/carer, typically female, seen as trustworthy, and found in localities throughout the country. Unilever gave her a Pureit for a month, at the end of which they collected a testimonial of its effectiveness. This was advertised on TV, print and other channels. Demonstration kiosks in public spaces were also used. Pureit sales reached 130% of their target during the campaign and consumer belief in its effectiveness improved.
Voltas Limited: All Weather AC - How a pure play Indian brand turned into a giant killer
Neha Chopra, Warc Prize for Asian Strategy, Local Hero and Gold, 2013
This case study describes how Voltas, the Indian air conditioning brand, acquired market leadership. As a result of weak market share, Voltas chose to reposition the brand as a solution that doesn't just resolve heat, but rather 'resolves any weather discomfort'.
This case study describes how Voltas, the Indian air conditioning brand, acquired market leadership. As a result of weak market share, Voltas chose to reposition the brand as a solution that doesn't just resolve heat, but rather 'resolves any weather discomfort'. The communication explored discomfort with changing weather conditions through a human narrative relevant for the Indian consumer. The campaign took the brand to its aspired No.1 position. For the first time, an Indian pure play air conditioner brand toppled two massive 'foreign' white goods players to take the top spot.
BGH: Dads in Briefs
Cannes Creative Lions, Creative Effectiveness Lions, 2013
BGH, an Argentinian maker of air conditioners, used this campaign warning of the dangers of a summer without aircon to increase market share and become market leader.
BGH, an Argentinian maker of air conditioners, used this campaign warning of the dangers of a summer without aircon to increase market share and become market leader. The particular danger focused on was not the heat but rather dads in briefs. TV ads and social media virals portrayed BGH as the saviour that would get them dressed. The campaign led to the brand achieving record sales and extending its awareness and market share.
Philips hue: hue can
Polly Broderick, Warc Prize for Innovation, Entrant, 2013
In 2011, Philips, the lighting and consumer electronics group, had the idea of connecting light to the internet.
In 2011, Philips, the lighting and consumer electronics group, had the idea of connecting light to the internet. By early 2012 it had developed this into a consumer proposition, known as hue, and its "connected" bulbs went into production. This case study describes the marketing strategy to bring this product to market using influencers, digital media and a retail distribution agreement with the stores of Apple. The hue brand focused on simplicity as its key strategic and creative concept. As evidence of its success, this case study cites sales results and favourable earned media coverage.
BGH Silent Air: Dads in Briefs
Case Studies on Warc, Del Campo Saatchi & Saatchi, May 2013
This case study shows how BGH, the air conditioner company, competed with international rivals such as LG and Samsung in the Argentinian market with a humorous campaign.
This case study shows how BGH, the air conditioner company, competed with international rivals such as LG and Samsung in the Argentinian market with a humorous campaign. BGH needed to ensure its brand was top of mind with consumers and increase its sales and market share. This case study describes how the brand and its agency, Del Campo Saatchi & Saatchi, developed campaign creative showing dads stripping off in the summer heat to highlight the product’s key benefit – its ability to cool – in a household context in the run-up to the summer. A television spot was amplified with online videos distributed on social media and online display. As evidence of the success of this approach, this case cites data for BGH sales, market share and online views of its campaign.
AEG Powertools Rebrand
Design Business Association, Silver, Design Effectiveness Awards 2013
The AEG brand of powertools was in potentially terminal decline, with owner TTI giving it a final chance to turn around declining sales and listings.
The AEG brand of powertools was in potentially terminal decline, with owner TTI giving it a final chance to turn around declining sales and listings. While the brand had a good reputation, the target audience knew little about its hundred-year history or what it stood for in a marketplace that was saturated with brands and offerings. A simple redesign involved a switch of primary brand colour, from dark blue to orange to create standout, and taking ownership of the word POWER, to define the brand's heritage and capabilities. New typefaces and photography completed the changes. Sales volume increased 13% as the brand significantly outperformed the market in the first year.
Bush @ Argos
Design Business Association, Bronze, Design Effectiveness Awards 2013
The Bush electronics brand in the UK had been eroded through perceptions of poor quality and inferior technology.
The Bush electronics brand in the UK had been eroded through perceptions of poor quality and inferior technology. It is sold exclusively through catalogue retailer Argos but its sales were static and it saw threats from the increase in budget brand technology sales within the grocery sector. As the print catalogue and website are the sole experience potential customers have of products sold through Argos, Bush needed to improve its branding in these channels. This was achieved by simplifying the communications, making them consistent and improving the brand's desirable feel so that it compared favourably against larger rivals. After the redesign, sales were up by an average of 20-25% year-on-year, against an overall declining market. A catalogue by catalogue comparison showed an uplift of 50% was achieved in the 2009 July-January period, compared to the year before.
Nescafe Dolce Gusto: Singapore Launch 2011
Sakura Irie, Shintia Xu and Bobee Chua, Warc Prize for Asian Strategy, Shortlisted, 2012
Singapore had always had a strong coffee culture and increasing foreign influences created demand for the sophisticated experience of Western-style coffee.
Singapore had always had a strong coffee culture and increasing foreign influences created demand for the sophisticated experience of Western-style coffee. Beverage maker Nescafe Dolce Gusto (NDG) aimed to offer a home-style café experience for Singaporeans, however, it was entering in a market with a number of other coffee machines and risked being perceived as an inferior ‘copycat’ product. To overcome this, a campaign positioned the product as ‘multi-beverage system’ using the campaign idea ‘flirt with taste’, which was promoted on print, radio, digital and social media. As a result, the initial sales target was exceed by 300% during the launch campaign.
BGH Air Conditioners: Big Noses
Cannes Creative Lions, Creative Effectiveness Lions, 2012
BGH wanted to grow sales and share in the fragmented and seasonal Argentine air conditioner sector and regain a spot among the top three companies.
BGH wanted to grow sales and share in the fragmented and seasonal Argentine air conditioner sector and regain a spot among the top three companies. Advertising focused on the Silent Air brand's five-stage filtration system which provided cleaner air than competitor models. To differentiate the brand, the company offered a 25% discount to people with big noses and installed Nose-O-Meters in retailers and at busy junctions in Buenos Aires to measure the length of people's noses. This generated word of mouth and improved the communication of product benefits at the point of sale. Market share increased 2.3 points, sales rose 53% and the brand moved from fifth position in the sector to first.
Electrolux Green Range Vacuum Cleaners: Vac from the Sea
Cannes Creative Lions, Creative Effectiveness Lions, 2012
Electrolux wanted to make vacuum cleaners from 100% recycled plastic, but could only manage 70% because of a worldwide shortage of recycled plastic.
Electrolux wanted to make vacuum cleaners from 100% recycled plastic, but could only manage 70% because of a worldwide shortage of recycled plastic. So when it came to launch its Green Range, it found a talking point in the Pacific Garbage Patch, an island of floating plastic waste twice the size of Texas. There was a phenomenal response from bloggers and social media sites; environmental organizations from all over the world collected plastic for concept vacuum cleaners, each representing a specific ocean. A number of special edition vacs were then created and exhibited in galleries all over the world. Donations were made from every vac sold to fund research into the effects of plastic on marine life. Sales distribution of of Electrolux's Green Range increased 270%, exceeding the initial target of 50%.
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