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1. Vodafone Fakka

Vodafone | JWT Cairo | Egypt

How Vodafone uncovered a new way to cut through in Egypt's retail space.

Vodafone Fakka
Small Business Saturday

2. Small Business Saturday

American Express | Digitas / Crispin Porter + Bogusky | USA

Changing how Americans regard small businesses in order to drive business to independent retailers.

3. It’s More Fun in the Philippines

Philippines Department of Tourism | BBDO Guerrero | Philippines

How a low-budget strategy tackled an image problem that prevented potential tourists from visiting the Philippines.

It's More Fun in the Philippines
Thank You Mom

4. Thank You, Mom

Procter & Gamble | Wieden + Kennedy Portland | USA

A heart-warming campaign that connected Procter & Gamble, its individual brands and the Olympics.

5. Overstay Checkout

Art Series Hotels | Naked Communications Melbourne | Australia

How a world-first checkout system based on hotel capacity generated interest and grew sales.

Overstay Checkout
Daily Twist

6. Daily Twist

OREO | FCB / 360i | USA

How the 100 year-old iconic brand used its anniversary to rejuvenate its image.

7. Smoking Kid

Thai Health Promotion Foundation | Ogilvy & Mather Bangkok | Thailand

How using an 'inside-out reflection' approach promoted a Thai anti-smoking 'Quitline'.

Smoking Kid
Old Parts for New

8. Old Parts For New

ORBIS International | Ogilvy & Mather Hong Kong | Hong Kong

Using collectable badges to fund an international charity.

9. Real Beauty Sketches

Dove | Ogilvy & Mather Sao Pãulo | Brazil

How Dove confronted women about their self-image as part of their Real Beauty campaign.

Real Beauty Sketches

10. Car Creation

NRMA Insurance | Whybin\TBWA Sydney | Australia

An innovative visual campaign that compared NRMA Insurance's offering against its competitors.

NRMA Insurance – Car Creation

1

Vodafone Fakka

Vodafone | JWT Cairo | Egypt | 101.6 points

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.

Rather than positioning this product as a cheaper version of pre-paid cards, Vodafone used the discovery that in Egypt, shopkeepers often substitute small change for low-value items, to position the micro credit recharge card as 'Fakka' – small change. This positioning made micro charge cards seem of higher value in comparison. Television ads were used to raise awareness of the product.

Case study authors: Hubert Boulos and Hatem El Kashef

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Vodafone Fakka

2

Small Business Saturday

American Express | Digitas/Crispin Porter + Bogusky | USA | 73.6 points

This case describes the campaign that sought to establish Small Business Saturday as an annual day to celebrate and drive business to America's small independent retailers.

The credit card company mobilised its network of merchants by providing them with tools and resources to raise customer awareness, centred on the message of "shop small".

The campaign saw 103m Americans support the day by "shopping small" and the US Senate pass a resolution designating Saturday 26 November 2011 as "Small Business Saturday". Public awareness rose to 65%.

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American Express Small Business Saturday

3

It’s More Fun in the Philippines

Philippines Department of Tourism | BBDO Guerrero | Philippines | 61.0 points

This campaign aimed to attract tourists through engaging the Filipino population on social media. Three Powerpoint slides were initially released online. Then these slides were adapted and shared on social media which built an almost immediate global awareness for the campaign.

Within three months, overseas visitors to the Philippines had increased by 16%.

Case study author: Cristina Buenaventura

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More Fun in the Philippines

4

Thank You, Mom

Procter & Gamble | Wieden + Kennedy Portland | USA | 60.9 points

This campaign was designed around P&G's sponsorship of the London 2012 Olympic Games. The campaign was created to honour the role mothers play helping their kids to reach their full potential.

Ads featured the mothers of Olympic athletes, as well as the athletes themselves. The campaign's broader activation included 32 brands in over 50 countries – and boosted brand equity around the world.

Contributing agencies: AdMaster, Baidu, Tencent, MediaCom, MediaVest New York, Carat New York, Taylor Strategy, DeVries Global

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5

Overstay Checkout

Art Series Hotels | Naked Communications Melbourne | Australia | 58.2 points

Art Series Hotels is a boutique hotel chain operating in Australia which, each summer, experiences a downturn in sales. It needed to increase bookings during periods of low occupancy by attracting a new market: leisure travellers.

The agency found that the 11am checkout time (a global standard) was one of travellers' biggest grievances and so created a checkout system based on hotel capacity. The innovation beat sales targets and generated an 359% ROI.

Case study authors: Adam Ferrier and Lach Hall

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Art Series – Overstay Checkout

6

Daily Twist

OREO | FCB/360i | USA | 56.8 points

OREO decided to celebrate its centenary with its Daily Twist campaign. One hundred ads were developed over 100 days in real time and spread through the brand's social networks, showing the trending news of the day through the playful eyes of an OREO cookie.

The Daily Twists have been seen 433 million times in total on Facebook, doubling the existing engagement rate and attracting 1,055,601 new fans.

Case study authors: Auro Trini-Castelli, John Campbell and Susan Polachek

Contributing agencies: Weber Shandwick Chicago, Starcom Chicago

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7

Smoking Kid

Thai Health Promotion Foundation | Ogilvy & Mather Bangkok | Thailand | 54.9 points

The Foundation employed a new approach called 'inside-out reflection', to promote its Quitline. It was based around the central creative idea of the 'Smoking Kid'.

With a budget of just US$5,000 and no media spending, Smoking Kid had an enormous impact, becoming the organisations's most effective ever.

Case study authors: Sutatip Chadavadh and Kusuma Kusoltawee

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The Smoking Kid

8

Old Parts For New

ORBIS International | Ogilvy & Mather Hong Kong | Hong Kong | 51.6 points

ORBIS, an international charity for the blind, helps people around the world with a "flying eye hospital" – allowing doctors to reach remote places and help people with vision problems.

To raise donations and awareness, this campaign dramatised the need for supporters to supply the flying hospital – a DC-10 plane – with new parts to keep it running.

In order to achieve this, the campaign dramatised what happens to the decommissioned parts of the aeroplane: being sent for scrap. The charity reclaimed the metal, and made it into collectable badges that were then sold to supporters.

This simple idea turned a $150,000 budget into a $6.5m profit, with high-profile PR support from celebrities. The idea will be reused to raise donations for ORBIS over the long-term, too.

ORBIS Old Parts for New

9

Real Beauty Sketches

Dove | Ogilvy & Mather São Paulo | Brazil | 48.9 points

This campaign connected with consumers by confronting women about their self-image.

Without meeting them, a sketch artist drew female subjects based on their self-descriptions and those of other people.

An online video of the experiement, which showed the women realise that other people view them as more beautiful than they do themselves, became a phenomenon. The campaign renewed Dove's brand meaning and value growth.

Contributing agencies: PHD International, Mavens of London, Edelman UK

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Dove Real Beauty

10

Car Creation

NRMA Insurance | Whybin\TBWA Sydney | Australia | 48.6 points

This case study describes how NRMA Insurance's innovative campaign in Australia highlighted the brand's car insurance product.

Research into competitors revealed that many do not insure car parts which NRMA covers as standard. This insight led to building a working car out of all the parts that other insurers don't cover, with this then forming the core theme of the campaign. The campaign delivered 3,373,000 enquiries at an ROI of 129%. At the same time, costs per call decreased 255%.

Case study authors: Hristos Varouhas and Bridget Cleary

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NRMA Car Creation