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Village Voice Newspaper: New York writes itself
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it.
This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it. Village Voice had a history of capturing the uncensored voice of the city, and so invited people to submit real, everyday stories about life in New York to a website. The magazine was experiencing decline as a result of the development of the internet and so needed to innovate. Recognising that people enjoyed commenting on articles and being part of the narrative led to inviting them to submit pieces to a competition. Ads promoted the competition, and artists were commissioned to create limited edition prints that depicted some of the stories. The best stories were woven together to create a sold-out crowdsourced play, with some of the profits donated to charity, further enhancing the brand's reputation.
TripAdvisor: Selling the product no one wants
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a business to business campaign by TripAdvisor, the travel website, which targeted hoteliers.
This case study describes a business to business campaign by TripAdvisor, the travel website, which targeted hoteliers. Featuring on the website is free, but a paid-for business listing is required to display contact details. The company had already attempted to sell this service to most of the target group and been refused, with mailings ignored. To make the direct mailing engaging personalised business results from the hotel's TripAdvisor were included, such as page views, traveller reviews and similar. The mailing explained what each hotel gained from its TripAdvisor page, and what it could gain by buying a business listing. This mailing delivered 617% ROI.
Google Chrome: Ramakien
Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2013
This case study describes a campaign for Google, the internet technology company, to launch its Chrome internet browser in Thailand, using the technology to tell a traditional story.
This case study describes a campaign for Google, the internet technology company, to launch its Chrome internet browser in Thailand, using the technology to tell a traditional story. Research suggested that consumers in this market respect tradition and enjoy seeing traditional stories in a modern context. The product's capabilities were showcased through the telling of a traditional story - Ramakien - that has been passed down through generations. As the story was told, interactive experiences demonstrated Chrome's features and security, and Google's services. During the campaign there was a 53% increase in usage, making it the most widely used browser in Thailand.
iButterfly: Turning the sky into a canvas
Alice Lee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the launch in Hong Kong of iButterfly, a smartphone app for collecting virtual coupons shaped like butterflies.
This case study describes the launch in Hong Kong of iButterfly, a smartphone app for collecting virtual coupons shaped like butterflies. Giveaways and money-off rewards, often distributed by newspaper coupons, were very popular in Asia. Dentsu brought the iButterfly concept from Japan to make coupons a more exciting, more social experience for consumers, and a more useful tool for advertisers. The app featured 'gamification' and 'augmented reality': virtual butterflies would be released in an area of the city, which users would find using smartphone cameras, before 'flicking' virtual nets to catch them. High profile marketing events, such as a unique butterfly carrying a coupon for a new phone from Samsung, increased the app's popularity. Over 100 campaigns were launched, 1.8 million impressions were gained on Facebook and the app was taken to another 10 Asian markets.
Yatra.com: India's got a new travel agent
Bhakti Malik, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Yatra.com, an online travel portal in India, increased unique site visits and sales by using celebrity endorsement through ownership.
This case study describes how Yatra.com, an online travel portal in India, increased unique site visits and sales by using celebrity endorsement through ownership. Yatra.com sought to convince consumers of their 'best deals' promise. The new owner gained press coverage and was followed up with television, online and print advertising. The new celebrity owner allowed the company to personalise its brand by featuring him in television ads as negotiating for deals on flights on holidays. As a result of the campaign sales of domestic holidays increased by 212% and international holidays by 44%. Yatra.com also increased brand trust and recommendation.
Apps Daily: Selling an unconventional product through an absent channel to an unwilling customer
Dipayan Chatterjee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the process of rebranding undertaken by AppsDaily (formerly Mobi), the mobile apps company, in India.
This case study describes the process of rebranding undertaken by AppsDaily (formerly Mobi), the mobile apps company, in India. The company had found it difficult to convince retailers and consumers that mobile apps bought offline were relevant to them, but were convinced that this was a gap in the market since many of India's mobile phone users did not have handsets that could purchase apps online. A rebranding exercise was undertaken to reposition the company and make it more relevant. As a result AppsDaily had increased its channel by 214% and unit sales by 600% within a year.
Google Chrome: Open Spaces - Creating street art through the web
Sheila Melbye, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes a campaign in which Chrome, the internet browser from Google, targeted Indonesian youth.
This case study describes a campaign in which Chrome, the internet browser from Google, targeted Indonesian youth. Chrome continued to lag behind the dominant browser following broadcast advertising that had built overall brand awareness but was yet to deliver significant increases in regular use. The campaign - Open Spaces - invited people to create street art through the web, by building a competition where everyone could create and vote for artworks that would be recreated on buildings in key cities. The result was a highly engaged audience submitting, voting and rallying for art pieces, and sparking social conversations. Critically, the rate of growth for Chrome usage quadrupled after the campaign launched. It also significantly outperformed 2011's TV-led campaign, delivering a 31% higher rate of growth and achieving a 60% higher ROI.
Google Display Advertising: Project Re: Brief
Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2013
This campaign for Google, the search engine giant, aimed to change perceptions of its Display advertising platform among the advertising industry and alert them to the untapped potential of the medium.
This campaign for Google, the search engine giant, aimed to change perceptions of its Display advertising platform among the advertising industry and alert them to the untapped potential of the medium. This was achieved through asking the creatives behind four of the USA's greatest ads to re-imagine their work for the web. The process was also recorded as a documentary film to capitalise on the cultural obsession with old-era advertising. All four brands that participated in the experiment became advocates of the campaign and the display advertising platform, and the individual ad executions were huge sucesses in themselves, far exceeding average interaction rates for Display. Google saw an increase of 35% in display ad sales and following on from the success of the project, created its own internal division, Advertising Arts, specifically dedicated to working directly with brands on their own digital innovations.
Monster.com: 2011 Global Budget Allocation
ARF Ogilvy Awards, Silver, Sports, Entertainment and Media, 2013
Monster.com, the leading global online employment solution has been innovative in its products and offerings, but how it deployed budgets globally was not as advanced.
Monster.com, the leading global online employment solution has been innovative in its products and offerings, but how it deployed budgets globally was not as advanced. Budgets had been dispersed primarily on percentage of revenue by market with minimal input of market dynamics. A framework and simulator were developed that offered a systematic, objective approach to prioritize investments across countries based on ROI and marginal ROI. Through its implementation, Monster.com was able to make the case for increasing year-over-year budgets to support additional brand initiatives.
MailOnline Website Redesign
Design Business Association, Grand Prix, Design Effectiveness Awards 2013
UK newspaper, The Daily Mail, relaunched its website as MailOnline in 2008 with the ambitious goal of becoming the UK’s No.
UK newspaper, The Daily Mail, relaunched its website as MailOnline in 2008 with the ambitious goal of becoming the UK’s No. 1 newspaper website. To do this it needed to update its website which had become cluttered, and lacked a clear hierarchy of content. The redesign also needed to appeal to a younger, web savvy audience. A review of the user interface and an overhaul of the user experience led to the introduction of clear, colour-coded branding, used for individual channel pages. Visual richness was improved via quantity and quality of images. Meanwhile easy-to-find social networking tools encouraged social sharing, expanding audience reach. The redesign helped MailOnline leapfrog the competition - it is now the No. 1 newspaper website in the world. It has 34% more regular users than its nearest UK rival and online revenue grew rapidly to £25m in 2012. Monthly revenue and monthly UK brand advertising also saw substantial growth.
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