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Colombian Ministry of Defense: A message of peace
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by the Colombian Ministry of Defence to promote a demobilisation scheme for guerrilla militias.
This case study describes a campaign by the Colombian Ministry of Defence to promote a demobilisation scheme for guerrilla militias. Three target groups were identified according to their role and position in the hierarchy of the groups, and a comprehensive demobilisation and 'reinsertion' (into society) scheme promoted in different ways to each. The campaign was built during the run-up to Christmas, as this is when the desire to demobilise is greatest. Three groups were then targeted separately - militias, foot soldiers, and commanders. Militias, as city dwellers, were targeted through mass media including television and radio, with messages from former football players. Foot soldiers were targeted with a 'follow the light' message which included billboards with ink that was visible only at night, and shafts of light cast into the sky to guide guerrillas out of the jungle. Commanders represented the greatest challenge as they were more ideologically opposed to the government. Four well known ex-commanders invited commanders to demobilise, accessing the audience through radio, including public address systems placed in the jungle, and followed up by flyers, banners and billboards. During the three months of the campaign 288 guerrillas demobilised, reversing the decrease in demobilisations to steady growth.
BFM 89.9: Heart attack in many forms
Milan Agnihotri, Ben Chew and Gavin Goh, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by BFM 89.9, Malaysia's business radio station, to raise Malaysian citizens' awareness about heart attacks â€“ the country's number one cause of death â€“ in support of World Heart Day 2012.
This case study describes a campaign by BFM 89.9, Malaysia's business radio station, to raise Malaysian citizens' awareness about heart attacks â€“ the country's number one cause of death â€“ in support of World Heart Day 2012. The campaign's objective was to encourage listeners of BFM 89.9 to discuss their susceptibility with their doctors. BFM 89.9 had a tradition of changing the meaning of its station ID and acronym every quarter, and this was used to communicate warnings, such as 'Limp, Tingly Arms. LTA 89.9'. The idea was that subtly changing a familiar brand would surprise listeners into remembering to act. The cycled acronyms were broadcast at least twice every hour and were always followed by a longer warning about heart attacks. Check-ups on the risks of heart attacks increased 28%, awareness of the symptoms of a heart attack increased by 41.4% and BFM 89.9 improved its reputation as a trustworthy media source.
Mediker Anti-Lice Treatment: The journey from lice negative to life positive in rural India
Allen Eric, Siddhartha Loiwal, Aditya Save and Monaz Todywalla, Warc Prize for Asian Strategy, Bronze, 2013
This case study describes how Mediker, a brand synonymous with anti-lice treatment for kids, targeted mums in rural India with a new brand message.
This case study describes how Mediker, a brand synonymous with anti-lice treatment for kids, targeted mums in rural India with a new brand message. Traditionally positioned on a functional benefit of painless lice removal the brand had a clinical image, seen by mums as relevant only as a last resort. Mediker shifted the lens from a lice-negative to a life-positive space with the concept: 'Things come easily to smart kids when they are not left scratching their heads.' So Mediker celebrated kids' smartness by creating an interactive radio campaign: girls from rural areas could become radio jockeys on air for a week, engineering conversations around the unspeakable, embarrassing problem. The campaign led to a significant shift in brand trials and the brand being seen as safe and trustworthy.
Oral B: Smile India Movement :)
Apeksha Wallia, Warc Prize for Innovation, Entrant, 2013
As a challenger brand in the Indian dental care category with a limited marketing budget to spend, Oral B needed to drive ROI by investing its budgets smartly.
As a challenger brand in the Indian dental care category with a limited marketing budget to spend, Oral B needed to drive ROI by investing its budgets smartly. Research revealed that Indians were smiling less due to poor oral hygiene. This case study describes how the brand used this insight as the basis for a "Smile India" movement encouraging people to pledge to take care of their teeth and enjoy a free dental check-up. The campaign features print, social media and events. As evidence of the success of this approach, this case study cites the number of pledges generated, and improvements in brand equity scores and market share.
IKEA: Moving Day
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2013
Furniture retailer IKEA needed to defend traffic and sales versus a range of major competitors trying to gain share in the Canadian homeware market.
Furniture retailer IKEA needed to defend traffic and sales versus a range of major competitors trying to gain share in the Canadian homeware market. It identified an opportunity in Quebec's annual 'Moving Day' event, when up to 225,000 people all move house on the same day. The significant challenge was to create relevance and build positive brand equity to drive sales and traffic during a time when people were trying to shed unwanted things. IKEA created a range of moving boxes with useful features like packing lists and discount offers and distributed them around Montreal, for free. Radio advertising was used to drive awareness. As a result, sales increased by 15% versus the same period the previous year and it attracted 8% more store visitors.
Made in Holland, delivered by TNT Express
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012
Netherlands-owned TNT Express aimed to boost awareness of its international express delivery service with this multi-market European campaign.
Netherlands-owned TNT Express aimed to boost awareness of its international express delivery service with this multi-market European campaign. A key target group was clients and prospects in the Dutch SME market. The radio-focused campaign worked by users typing their own commercial messages to a destination country on TNT's website; this message was then translated and (sometimes) broadcast on the radio in this destination. TNT Express subsequently achieved sales volume growth of 60%.
Stimulating Breakfast & Coffee at McDonald's
Institute of Advertising Practitioners in Ireland, Silver, AdFx Awards, 2012
McDonald's, the fast-food restaurant chain, launched its breakfast and coffee range in the Irish Republic with this campaign.
McDonald's, the fast-food restaurant chain, launched its breakfast and coffee range in the Irish Republic with this campaign. Prior to the activity, McDonald's was not thought of as a breakfast option by most Irish people, which meant that building credibility was a key campaign aim. The creative used coffee as a "strategic hook", promoting McDonald's coffee as both great-tasting and low-priced. For the first year, the campaign employed radio and digital ads, with TV, press and outdoor introduced a year later. Over the two-year period, breakfast and coffee sales grew 28.9% (against a target of 25%).
Virgin Trains: Don't go Zombie, go Virgin Trains
Paul Becque and Zehra Chatoo, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2012
This campaign for Virgin Trains, a UK rail services operator, addressed the marked decline in rail travel it experienced in 2009/2010 by encouraging people to re-evaluate their choice of transport.
This campaign for Virgin Trains, a UK rail services operator, addressed the marked decline in rail travel it experienced in 2009/2010 by encouraging people to re-evaluate their choice of transport. It highlighted the stressful and often miserable reality of car and plane travel and creative work portrayed travelling by car or plane as a reflexive, zombie-like decision. This message was communicated via multiple channels including TV, outdoor, radio, digital display advertising, and a Facebook game. The campaign generated more than 1m incremental journeys in total, and incremental revenue of £25.2m - a return on investment of 6:1.
Europcar: Crush Hour
Hadi Zabad and Loic Mercier, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
This case describes a campaign to revive sales of Autoliberté, a subscription service launched in France in 2001 by the car rental company Europcar.
This case describes a campaign to revive sales of Autoliberté, a subscription service launched in France in 2001 by the car rental company Europcar. Autoliberté provided a simple alternative to owning a car - for a monthly fee, you could have the car you want, anywhere you want, whenever you want - but by 2010 subscriptions had flat-lined. With a budget of only €64,000, the challenge was to come up with an idea that could kick-start subscriptions. This was achieved through a 'Punked' style prank that towed unsuspecting people's cars away and replaced them with crushed cars. Their reactions were then filmed and posted online. The campaign generated more than €1m in earned media and increased subscriptions to Autoliberté by more than 123%.
Breast Cancer Awareness by BFM: BFM-Any Time
Warc Prize for Asian Strategy, Entrant, 2012
During Malaysia's Breast Cancer Awareness Month, BFM, a business radio station, wanted to offer its support in a way that would reach listeners who tend ignore awareness messages.
During Malaysia's Breast Cancer Awareness Month, BFM, a business radio station, wanted to offer its support in a way that would reach listeners who tend ignore awareness messages. Since breast cancer can strike without warning, the campaign inserted its awareness messages as an unexpected interruption to regular programming, seamlessly delivered by newscasters and programme hosts themselves, and read with exactly the same style of delivery as the news, daily updates and business coaching segments they were presenting. As part of a larger nationwide program, BFM's efforts contributed much to the surge of site visitors to www.cancer.org.my looking for information on breast cancer, and total searches for breast cancer increased along the Klang Valley, the footprint for BFM.
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