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Volkswagen Polo: Youth marketing
Ashwini Kamat, Deepa Jatkar, Zarius Captain, Aatika Ansari, Rohan Jadhav, Ankita Derasaria,Pooja Patil, Nova Das, Pradeepan Pacha, Alex Anthony, Girish Vyas, Padmaraj Krisnkutty and Sridhar Surve, Warc Prize for Innovation, Entrant, 2012
Volkswagen was a relatively unknown automotive brand in India with awareness of only 22%. But for the launch of its flagship Polo supermini model into the highly competitive hatchback segment, it was seeking an awareness of 40% and an ambitious sales target of 14,000 units.
Volkswagen was a relatively unknown automotive brand in India with awareness of only 22%. But for the launch of its flagship Polo supermini model into the highly competitive hatchback segment, it was seeking an awareness of 40% and an ambitious sales target of 14,000 units. The challenge was to make Polo stand out in its market and become India's most talked-about car among its target audience of young males. The resulting campaign took an innovative approach across multiple touchpoints, including a car-shaped hole in a newspaper, a reality show on MTV shot inside a car and stunt drive events at malls. Sales exceeded 18,000 and awareness targets were met.
Dell SME forum
Anita Devraj Mookerjee and Deepa Sudhakaran, Warc Prize for Innovation, Entrant, 2012
In 2009, Dell India had become the second largest supplier to small and medium enterprises (SMEs) in terms of sales, but was overtaken by Acer in 2010.
In 2009, Dell India had become the second largest supplier to small and medium enterprises (SMEs) in terms of sales, but was overtaken by Acer in 2010. Dell recognised that it was being seen as just a hardware provider rather than a 'partner'. To reverse the decline Dell needed to rebuild its image. It did this through repositioning as Business Consultant to the Indian SME community by forging a partnership with UTV Bloomberg to create SME forums where a banker, a credit rating agency, a networking specialist and an IT specialist gave SMEs solutions to all their business issues at one single point. Sales closures went up from 20% to 65% during the activity period and Dell returned to the number two spot, reducing the gap between it and market leader HP from 7% to 1%.
Happy Prepaid: "Anda Jawab Kami Bayar 3 Sen"
You Li Hooi, Warc Prize for Asian Strategy, Entrant, 2011
In March 2010, Happy was a three-month-old mobile Malaysian telecommunications brand about which no one had heard, and with a proposition no one understood - subscribers were rewarded for answering calls.
In March 2010, Happy was a three-month-old mobile Malaysian telecommunications brand about which no one had heard, and with a proposition no one understood - subscribers were rewarded for answering calls. It was also sold in only two of Malaysia's 14 states and thus could not use mainstream TV or print (both national in coverage) to establish itself in the minds of customers. Without TV and print, and with digital in these two conservative rural states still in its infancy, Happy could rely only on local community radio and the oldest mass medium of all: word of mouth. However, sponsorship of a daily radio segment, "Anda Jawab, Kami Bayar" (You Answer Calls, We Pay) - created with local radio station THR Gegar and one of its DJs, local hero Isma Halil - succeeded in weaving the Happy brand into everyday conversations. As evidence of the success of its approach, this case study cites audience figures, recall scores and increased subscriber numbers.
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