Penny the Pirate
Saatchi & Saatchi/OMD
OPSM, an Australian opticians chain, needed to increase numbers of children's eye tests. It created a children's story book incorporating vision testing methods to allow parents to screen their children's sight and determine whether they needed an eye test. This approach was a success as OPSM increased volume sales of children's eye tests and children's eyewear.
Leo Burnett/Starcom Mediavest Group
Always, the feminine hygiene brand, changed negative stereotypes about what it is to be a girl via online video, social media and a website hub. Within the first month the video had been shared 1 million times, purchase intent increased up to 92% and Always received a UN award for the impact the campaign had on female empowerment around the world.
The US Navy recruited cryptologists via an alternate-reality puzzle-solving game that was promoted via social media. 'Project Architeuthis' was an alternate-reality game where characters, cryptologic clues, tips and updates were revealed via Facebook, Twitter, Instagram and Tumblr. Analysis showed that playing the game increased the likelihood of enlistement.
Inglorious Fruits and Vegetables
Intermarché based this campaign on the insight 40% of fruit and veg was being thrown away because it looks less than perfect. Starting locally, the retailer dedicated an aisle to ugly fruit and veg sold at a 30% discount. Following press and TV ads the trial was rolled out to all its 1,800 stores and had a marked effect on consumer behaviour garnering 740 articles in the media and a significant Facebook response.
Live Test Series
Forsman & Bodenfors
Volvo Trucks set out to maximise awareness of its new range of trucks with a series of stunts to illustrate aspects of the vehicles including emphasising safety and environmental concerns. These were relayed on YouTube backed by press and resulted in over 100 million YouTube views, earned media value of 115,000 Euros, a significant increase in brand recall and awareness with sales in the fourth quarter of 2013 rising by 23%.
If We Made It
Newcastle Brown Ale
Newcastle Brown Ale played up to its image as a blatantly honest, no-frills beer brand in the US by parodying the advertising hype around the Super Bowl. It targeted digital natives with a mock Super Bowl campaign, tracking the phases of a regular campaign with teasers of its 'if we made it' ad. The campaign achieved 1.1 billion impressions and significant increases in key brand health metrics.
This is Wholesome
Honey Maid is a classic, all-American brand that is been part of families' lives for 90 years but it had lost its relevance and growth had stalled as it was perceived as old fashioned. The 'This Is Wholesome' campaign celebrated the diversity of all families in America, including gay dads, mixed-race families and single dads. Sticking to its principles helped Honey Maid achieve an increased market share.
Share a Coke
To re-connect with users, Coca-Cola printed popular names on its bottles. This idea was then extended across kiosks that would print names by request on cans, then more names were voted for through social media. Following a successful launch in Australia, this simple idea was then rolled out around the world to new markets including the US.
Kan Khajura Tesan
MullenLowe Lintas Group/PHD
Hindustan Unilever (HUL) reached 'media dark' rural Indian populations with an always-on, free-to-use mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one million unique callers per month.
I Will What I Want
Under Armour, the sports apparel brand, turned around its 'masculine' image to become a symbol of female athletic aspiration in the US. The creative idea connected Under Armour's performance values to the true stories of women today achieving success on their own terms. The campaign put the brand at the heart of a cultural conversation, achieving a complete turnaround in connecting with its new target and a 28% sales increase.
Ogilvy & Mather
British Airways became a real contender for US-based Indian expats planning a trip home with this campaign. To capture a niche category worth almost $2bn a year, the airline launched 'Visit Mum': a retail campaign with emotional, nostalgia-inducing five-minute film at its centre. As a result of the integrated campaign, BA not only tripled its sales target, it BA gained a full 3.3% market share within just four months of launch.
Touch the Pickle
Whisper, one of India's leading brands of sanitary pads, created a social movement that took on the culture of shame propagated through archaic taboos. One study found that 58% of urban Indian women do not touch pickles during their periods, due to social taboo, and this led to the 'Touch The Pickle' campaign. The campaign helped the feminine hygeine category better reflect and articulate the aspirations of modern women.
Wieden + Kennedy
Three, the mobile phone network, encouraged customers to share photos from their holidays online to promote a new free roaming policy. The campaign encouraged social bragging, which centred around apologising for the '#HolidaySpam crisis' on behalf of Three's customers. The number of people saying the offer was an extremely important reason to join and stay with Three doubled post-campaign and the network reached an all-time-high customer base and market share.
This campaign used a Hollywood stereotype (British villains) to represent Jaguar, a quintessentially British sports brand, during the Super Bowl.
SPC, the largest fruit processor in Australia, had been experiencing declining annual sales for three years, with consumers continuously choosing cheaper imported alternatives. But a chance tweet by an ordinary Australian mum inspired a quickfire social campaign promoting '#SPCSunday'. It leveraged a cultural tension that rallied the support of the Australian people, reversing sales decline and ultimately saving the company.
Not A Bug Splat
With this campaign, human rights organisation Reprieve set out to highlight and ultimately decrease the collateral damage caused by drone strikes in Pakistan. By targeting the drone strike operators directly via a giant poster of a child spread out on the ground which they could zoom in on, it brought home the consequences of their actions. The campaign gained $182+ million in earned media and much negative publicity in the USA, leading to the number of strikes markedly decreasing.
No Ullu Banaoing
MullenLowe Lintas Group
!DEA, an Indian telecoms company, made the mobile Internet more popular with this humorous campaign. It tapped into the unsavoury, seamier side of the country, where being economical with the truth in order to scam others is popular. Hence the creative execution suggested that using the mobile Internet made people less likely to be 'made a fool of'. Post-campaign, the rate of growth of data subscribers for !DEA was nearly twice the rate of growth of data subscribers for Airtel, a rival telecom.
Take IT Easy
Dell built trust in its brand among its target audience of IT administrators via a 16-webisode sitcom, highlighting their day-to-day struggles in a funny way.
How to drink properly
DrinkWise, a not-for-profit organisation in Australia, created a campaign with a permissive attitude to encourage young people to drink less. How To Drink Properly was an unexpected, irreverent and profanity-packed campaign that gave permission to drink - but pointed out that it's best to do it 'properly'. The campaign helped start a generation of 'classy' drinkers, was accepted by a cynical target, and influenced 1 in 3 to drink less.
This Girl Can
Sport England, the UK government agency for grassroots sport, reshaped the way women think about exercise with an online video and social media-led campaign. It focused on women's fear of judgment while exercising and presented an alternative to the mainstream representation of an active woman. The campaign used online videos, print, TV, social media and outdoor to reach a bigger audience. As a result, the whole campaign has had over 31.4 million views.
SmartLife, an NGO for Dubai's labourers, created Project Akshar (Alphabets) to help labourers learn English to improve their status and quality of life. Labour camps became educational camps; transport buses became school buses; construction sites became learning sites. Since the campaign, 5000+ labourers have graduated from blue-collar to white-collar.
The Bear and the Hare
UK department store John Lewis achieved increased brand affinity and sales with this emotional campaign. Its story, about a hare that wants to treat a bear that always misses Christmas because it is hibernating, was the basis for a TV ad, a number one hit song, extensive social media and viral activity, many parodies and a mass of earned media. Results were positive all round including a +6.9% increase in sales and a high of 27% market share.
Dew Bottle Tool
Mountain Dew, a soft drink brand, turned its bottle caps into skateboard tools to reconnect with its skater audience in Colombia. With a target audience of skaters that is highly ad-resistant, the brand created a bottle that would also work as a tool to fix skateboards: turning the cap into a 10" ring spanner. The tool-cap bottles sold out in under two days, and its reach surpassed expectations, having been adopted by the country's most famous skaters.
Travel & Surf
Deutsche Telekom used a mockumentary to convince its European customers to purchase its 'Travel & Surf' roaming package for online browsing abroad. The brand wanted to change the behaviour of 58% of its customers who turned off their data roaming while abroad and used free Wi-Fi instead. An integrated campaign included a humorous mockumentary format that the was popular with the customers. It also intensified usage and achieved market growth.
MullenLowe Lintas Group
Havells, one of India's most respected electrical products companies, launched and executed a communications campaign aimed at Indian (female) homemakers in order to increase consideration and raise sales of its home appliances. The TV and online campaign unequivocally said "the woman is not an appliance". The company managed to hit all its objectives, including increased consideration scores and a +150% sales increase.
Animal Instincts Pet Condoms
With this campaign, the San Francisco SPCA created a fake product – a pet condom – that helped to make sterilisation more acceptable to owners. Animal Instincts Pet Condoms – condom-shaped brochures explaining the importance of spaying and neutering – steered owners to a microsite where they were encouraged to make an appointment at a SPCA clinic. Following the campaign, the San Francisco SPCA clinic was booked to capacity, with a weeks-long waiting list.
Raising Eyebrows and Subscriptions
With subscriptions having hit a plateau, The Economist adopted a new strategy. Its 'There is nothing more provocative than the truth' campaign attracted millions of new engagements, by using data to target innovative content at the right audiences. Real-time stories, written as they broke, were used as online ads delivered to seven distinct audience segments. The campaign achieved £12.7M value from a £1.2M budget.
Coca-Cola, one of the world's biggest brands, increased teen engagement with this campaign. It changed the colour of Coke's iconic red cans by launching a new range of limited edition multi-coloured cans that teens could collect, play with and share. This #colouryoursummer campaign was a huge success with 838,428 codes unlocked over the five month campaign period. Teen consumption of Coke also increased by 7 percentage points.
Haus of Versant
This campaign launched the Fuji Xerox Versant 2100, a new digital printing press designed for small- to medium-sized businesses. The target audience was existing customers looking to replace their models or complement existing products. The campaign used the idea of an haute couture fashion house applied to a DM mailout. The launch event was full and the sales target for the first three months of launch was more than doubled.
Creating more play in MENA
This campaign helped Fanta appeal to teens in the MENA region. Fanta created a distinctive teen engagement platform based on gaming - a big passion point for teens in MENA - and amplified every connection and every dollar spent.
7-Eleven, the convenience store chain, used a novel cup attachment to drive sales of its Slurpee drinks in Australia. The campaign took the brands platform 'drink different' to a new level with the 'Xpandinator', which made the drink better and provided a social sharing opportunity. People shared pictures of the 'Xpandinator' on social media and sales increased by 21%.
Ogilvy & Mather
Brazilian charity GRAAC helped increase the self-esteem of cancer victims with this campaign. To emphasise the treatment rather than the diagnosis of cancer and to educate people into seeing children with shaven heads in a more positive light, favourite cartoon characters were shown with bald heads, normalising the condition. Following the work of a small number of cartoonists, the idea snowballed and was supported by celebrities reaching 60% of the population.
Made Of Black
Guinness explored what being black means in Africa in order to reinvent the brand to young people. The campaign strategy adapted the brand's global line, Made of More, to Made of Black – using young Africans' own perceptions of the colour representing vibrancy, confidence and 'swag'. The campaign used a TV ad celebrating real African talent from around the continent, with other media including posters and radio. The campaign trended on Twitter and MTV even launched the TVC as a piece of editorial in one of their flagship shows.
The World’s Toughest Job
With this campaign, American Greetings drove traffic to its Cardstore.com website to promote sales for Mother's Day. In a cliché ridden holiday, American Greetings wanted to target women, aged 35-45, who forget to celebrate their mothers. They created a fake job ad listing all the things mothers do and put it in newspapers and online. Applicants were videoed to get their reactions. These videos then generated 1.8 billion earned impressions worldwide, card sales went up 22% and the website received 60% more new visitors.
Made With IBM
Ogilvy & Mather
Ogilvy & Mather
In order to get developers thinking differently about IBM, this campaign deployed IBM's Watson technology in a food truck at the SxSW Interactive festival, using its culinary and scientific datasets to devise interesting new recipes. An outdoor, web and social media hashtag campaign was used to engage users' food preferences which would in turn help decide which dishes to serve the next day. Results included growth in IBM's online visibility, with 70 million impressions on Twitter, and fourteen new sales leads.
The Comeback Story of a Brand Icon
Smellcome to Manhood
Wieden + Kennedy
MullenLowe Lintas Group/Maxus
Tata Tea, an Indian tea brand, tackled the issue of women's empowerment and encouraged increased female participation in an election. The creative execution focused on the fact that women constitute 49% of voters so can make or break the government. Results from the campaign included over 500,000 interactions on a women's issues phone number, a Facebook fanbase of 1.2m, and earned media of $7.3m being generated.
Beautiful Hair, Whatever the Weather
Pantene helped women tackle bad hair days caused by unexpected weather - and increased sales. It learned that one of the biggest culprits of bad hair day is the weather, partly because it is uncontrollable and unpredictable. By creating a mobile app and partnering with the retailer Walgreens, Pantene helped women find the hair product they needed depending on the weather. This strengthened Pantene's relationship with an important retailer, increasing sales and building brand equity.
Visa China appealed to the new generation of Chinese travellers to encourage the use of its credit cards on their trips abroad. With its 'Get Lost Challenge', the credit card issuer encouraged the target audience to take more chances, but with a Visa card in their pocket. The credit card issuer used video, print and online media to spread the message. In addition to hitting its objectives, the Visa Get Lost Challenge reached 9 million people, or about 10% of Chinese overseas travellers.
Jung von Matt
This low-budget, online video-led campaign for EDEKA, a German supermarket chain, established a new house-brand range to lure customers who would otherwise have considered a discount supermarket. The campaign centred on a music video called “Supergeil” (German slang for “super horny” or “super awesome”) from cult Berlin artist Friedrich Liechtenstein, performing in an EDEKA supermarket. The video was subsequently featured in 382 international media reports, and boosted sales of the products advertised by 77%.
Gillette orchestrated a celebrity scandal to revive its business in China. 'Scandal Shave' was the ground-breaking sequel to the previous year's highly successful 'Shave Sexy' campaign. An unbranded 'private' video of national sweetheart Gao Yuanyuan wet shaving a man was 'leaked' to the media, and generated a national scandal which Gillette then capitalised on with a suite of branded activities. The campaign helped Gillette reach 237 million people, record its highest ever monthly sales, and inflict an ever bigger dent in the growth of the dry shaver category.
The Launch of PS4
Sony launched its PlayStation 4 in the USA by targeting early adopters they christened 'Connoisseurs' who would act as brand advocates. Around the theme of 'Greatness Awaits' for gaming achievements and an interactive version on YouTube awarding digital trophies, key media were used in support. The launch target of gaining 31% of the market was exceeded by 12% reaching 43% and within a year 2.8 million units were sold, an increase of +40% on Sony's original estimate.
The Priceless Engine
TBWA\Digital Arts Network/Carat
MasterCard launched The Priceless Engine: an innovative marketing platform that turned big data into usable data, and provided its partners with deeper insights, allowing them to deliver the right offers and messages to the right people at the right time. The Priceless Engine powered MasterCard's 'New Year's Eve' campaign, featuring Hugh Jackman, across six markets in the APAC region.This campaign resulted in never-before-seen business results for MasterCard, turning social media into an actual business-generating channel.
TBWA\Media Arts Lab
Apple showcased the power of its iPhone 6 and iPhone 6 Plus with 'World Gallery': a celebration of the world's most popular camera that inspired iPhone owners to take more photos, and challenged non-iPhone owners to think about the capabilities of their smartphone cameras. The campaign delivered 255m online impressions and increased engagement on social media platforms.
The United Nations Mine Action Service created a mobile app to raise awareness of landmines amongst those not under threat. To make the horror of landmines real for those who will never experience them first-hand, UNMAS created a mobile app to transform a space into a virtual minefield. The Sweeper event toured internationally to increase reach and resides permanently at the UN. The app has earned 450 million impressions and received universally positive features in popular publications.
With this campaign, JCDecaux told Belgium's biggest advertisers about the benefits of putting their brands on street furniture, billboards and public transport. The company found JCDecaux billboards on Google Street View and playfully sent massive bills to advertisers for their years of (until now) free exposure. As a result, 60% of the target audience (marketing directors) got in touch immediately, and after follow up 95% agreed to a meeting.
Ghita, The Social Shepherd
Vodafone re-established its brand leadership in the smartphone market in Romania by using a real life shepherd, Ghita, who was isolated on a mountain top, and connecting him to the outside world via a smartphone and Facebook page. This approach of showing how smartphones gave real meaning to people's lives as opposed to just promoting technology for its own sake resulted in Ghita gaining half a million Facebook friends, Vodafone increasing sales and penetration, with earned media of 580 thousand Euros and regained brand leadership.
McDonald's created an alarm-cum-consumer-reward app to win customers back to its breakfast offering in Singapore. Experiencing a steepening decline in breakfast penetration, McDonald's wanted to win consumers back by getting them to wake up to something surprisingly good, day after day. This brought about the most pleasant wake-up call: the McDonald's Surprise Alarm app, in tandem with 100,000 free Egg McMuffins on National Breakfast Day. McDonald's became the first thing on people's minds in the morning, and placed first in online app stores' download charts, too.
Ogilvy & Mather
The Akansha Foundation, an Indian NGO dedicated to providing high quality education to underprivileged children, set out to make itself known in a competitive market with this low-budget campaign. Akansha made a video featuring appealing children which was sent to Bollywood celebrities via Twitter at zero cost, which it then re-tweeted spreading the message, gaining free publicity and goodwill for itself. This resulted in a 400% rise in website traffic, over 55 thousand views on YouTube and a jump in applications of 94%.
The LEGO Movie Ad Break
Warner Bros launched The LEGO Movie in the UK by re-creating a whole ad break in LEGO. The LEGO Movie worked with several advertisers to recreate their ads in LEGO and broadcast them all in a single ad break, separated by a 'sting' for the movie. This was supported by social media activity, with the ad break uploaded to YouTube as it was broadcast - in the following week over a million people watched it online (with no paid digital media) and over 60 publications wrote about it. This activity ultimately drove ticket sales for The LEGO Movie.
Health Cha Shree Ganesh
Nutralite, a food brand, used events featuring religious icons to increase its brand awareness and market share in India. As a new brand, Nutralite wanted to enter the spreadable fats market, which was being dominated by a well-established competitor brand. Looking to portray itself as the healthier choice, the company used the occasion of the Ganesh Chaturthi festival to create its own 6-pack Ganesh Idol to be paraded as a healthier version of the traditional large-bellied idol. As a result, Nutralite achieved earned media worth 42 times its paid media spend.
Snickers became front-of-mind in the crowded Australian confectionary market with this tongue-in-cheek campaign. It was based around an ad that offered a message opposite to the one expected was created: Aussie builders played by actors shouted out 'catcalls' which were empowering statements rather than objectionable ones. The surprised reactions of passersby were recorded and uploaded to YouTube where it went viral. There were ultimately over 115 million earned media impressions from the campaign, resulting in a sales value more than double the projected target.
Turn off to turn on for Durex
Durex used Earth Hour for this campaign, challenging its common perception as being only a 'functional' rather than a 'fun' condom brand. Taking a more emotional position on sex and love, Durex used Earth Hour as its platform to create a series of Facebook, YouTube and Twitter posts and a short film to inspire consumers to "TurnOffToTurnOn" to switch off their mobile devices and have fun in the dark. The campaign delivered a significant amount of online traffic, as well as increased positive sentiment about the brand.
With this campaign, Gillette made body shaving, and thus buying a specific body razor, feel socially acceptable. Research showed that men were embarrassed by body shaving largely due to the Baby Boomer fathers making fun of their sons for body shaving and therefore body shaving being viewed as niche behaviour. So a digital video was created to place body shaving in the context of other style and grooming trends thus making it feel normal. The Body Razor subsequently became the Number 1 'Drug & Care' product on Amazon.
Selling sofas in a financial meltdown
Bolia.com devised a new brand strategy by creating an aspiring and modern lifestyle brand with international appeal. Using some key consumer insights, the advertising campaign reassured consumers that they could still have a new home without having to move – all they needed was new furniture. Revenue from 2010 to 2014 was raised by 85%. In addition, online sales increased by 162% while in-store sales grew by 20% for the period.
Nazis against Nazis
GGH MullenLowe/Grabarz & Partner
Exit Deutschland, a charity that helps people leave far-right organisations, tricked neo-Nazis in Germany into raising money to help their members leave their ranks. During the annual march through the small town of Wunsiedel, the organization surprised the participating neo-Nazis and secretly turned their demonstration into something positive, a charity walk. For every metre the neo-Nazis walked, a cash donation went to Exit Deutschland. In the end, the neo-Nazis decided to go the full distance and raised 10,000 euros. The success was celebrated more widely on social media and traditional media worldwide, successfully raising Exit Deutschland's profile.
Bring Down The King
New Zealand television channel SoHo gained subscribers by spreading Game of Thrones fever with a statue of King Joffrey. It erected a statue of King Joffrey in Auckland, initially without explaining its purpose, and then invited people to 'bring down the king' on social media. The statue was covered by media organisations around the world (reaching 16m people), there were over 900,000 social and online interactions, reaching over 41 million people around the world and leading to a successful launch of the show's latest season in New Zealand.
The Next Photo
Childhood Eye Cancer Trust
The Childhood Eye Cancer Trust raised awareness of retinoblastoma by providing a method of detection that could be performed with any smartphone. It had discovered that the tumor appears as a white pupil in flash photos. To spread the word, CHECT developed posters with four real-life survivors' photos, printed with highly reflective ink that made the pupils appear white when photographed by users. The campaign was picked up in mainstream, medical, tech and parenting press, reaching more than 69 million people; the campaign's strategy was then implemented by similar charities around the world.
Millions of printed copies of the IKEA catalogue are distributed to homes annually, but in a highly digital world, fewer people remember receiving it. In response, the hijacked the biggest 2014 tech event – the iPhone 6 launch. During the campaign period, the video garned 12.7 million views globally. Despite a 50% budget decrease, IKEA saw significant sales increase. Singapore, the campaign's first market, achieved an 8% lift in the same store sales year on year.
The Game Report
Jung von Matt
This campaign, for logistics company DHL in Germany, used a "Trojan style" strategy and a packaging innovation to drive attention to the brand on social media. DHL needed to communicate a key benefit of the brand: that it has more company locations, vehicles and staff than its competitors. So DHL staged a stunt: rival couriers picked up parcels with thermo-active foil which, when heated, revealed the slogan DHL IS FASTER. The stunt was filmed, and picked up 4m online video views in the first few days of the campaign, for a production cost of just over 5,000 euros.
Procter & Gamble used a partnership with the Red Cross to strengthen its bond with consumers in the Philippines with a charitable project. About 20 typhoons hit the Philippines yearly, leaving thousands of casualties, and each year the Red Cross receives 18 tonnes of donated clothes, a lot of which are unusable or impractical for everyday wear by disaster victims. The Aid Couture project sought to convert inappropriate fashion into life essentials. The appeal raised US$14,000) from zero investment on clothes that would have otherwise been left rotting in Red Cross warehouses.
I See Fries
McDonald's China partnered with China's largest mobile photo-sharing app to bring personality to McDonald's fries in China. Working with photo-sharing app, Meitu, it created 'I See Fries', a simple game that showed Chinese consumers first hand just what craving fries really felt like and that, when you really crave fries, you see them everywhere. If consumers saw anything that resembled fries, they simply had to take a picture of it positioned with the iconic McDonald's box to get the chance to win real McDonald's fries. Photo uploads flooded the McDonald's Weibo site and three million clicks generated in just two weeks.
Blind Art Project
LEGO partnered with the Lenbachhaus, a German museum, for an art project with blind children that became an educational resource, and was picked up by the national media. LEGO invited blind children to the museum, where one of the artworks was described to them; they then built their own interpretations of the artwork with LEGO, and shared the process with a separate group of sighted children. Other interested groups were then invited to participate in the project: so far: 30 national and 10 international groups have done so.
The story of Bob & Linda
To leverage its brand strength of sharing, Deutsche Telekom settled on the mobile channel's ability to be an active force for good rather than just a channel for distributing trivia. Employing a content driven storytelling approach which featured Bob, a photographer who took photos of himself in a pink tutu to amuse his wife Linda who had developed breast cancer, the campaign was launched on TV and digital media followed by meetings with the media and fans and an exhibition of Bob's photos put on by Deutsche Telekom. The brand achieved an uplift of 2.7% in market share, a brand equity impact of +5.6% and an ROMI of 37.8%.
Ogilvy & Mather
In this experiential campaign, Coca-Cola launched a miniature version of a snack kiosk selling miniature products, including a new line of mini (0.15l) cans of Coke. This "mini" variant was a newcomer to the German market and people associated it with being handed out with in-flight meals; instead, Coca-Cola wanted to position the cans as perfect for people on the go. Each kiosk sold 380 cans per day on average, sales 278% higher than the typical vending machine, while the experiment also attracted attention on social media.
Up for Whatever
Bud Light targeted the new generation of millennials with this campaign. Following the campaign film's broadcast during the Super Bowl, #upforwhatever gained a nearly 100% increase in Twitter mentions. Bud Light also became one of the top performers in Super Bowl branded communications and was ranked as the most popular Super Bowl advertiser for millennials and beer drinkers based on social media activity and sentiment.
New Zealand Transport Agency
With this dramatic social media-focused campaign, the New Zealand Transport Agency brought home to young people the risks they run when driving under the influence of cannabis.
Babyshop Embraces Showrooming
This campaign turned showrooming, traditionally a bugbear for brick-and-mortar retailers, into a positive: using AdWords to dynamically serve special deals to people searching for its goods while browsing in stores.
Using a three-minute animated video, and a mobile app game, Chipotle warned viewers about the dangers of industrial food production.
New Zealand Transport Agency
In this campaign, the NZTA encouraged people to slow down on the roads because people will inevitably make mistakes, and then speed determines the outcome of these mistakes. An ad launched on TV and YouTube showed the story of a speeding car and another road user making a mistake, time slows down and both drivers get out of the car to have a conversation, determining that neither can do anything to stop the impending disaster. By looking at the problem of speeding differently, NZTA was able to exceed objectives for recall, relevance and changes in attitude.
No Child Brides
Child Survival India
To highlight the ongoing social issue of child brides, zero-media-budget campaign contrasted the traditional red bindi with a white bindi: symbolic of a child bride's lost childhood and colourless future.
Christmas is for sharing
Sainsbury's, the UK supermarket chain, used an emotional Christmas campaign to raise money for charity and generate sales. Its 'Christmas is for sharing' message was brought to life through a partnership with the Royal British Legion, with an ad based on the Christmas truce in World War One. This fed into a range of merchandise - with proceeds going to the Legion - and a pre-Christmas campaign where Sainsbury's supported the annual Poppy Appeal more than ever before. The campaign had a huge effect, raising millions of pounds for the Royal British Legion.
Barnes, Catmur & Friends
This pizza chain used a provocative billboard to increase sales during Easter and reinforce its 'premium' credentials. The billboard was covered in rabbit skins to promote a limited edition 'wild rabbit pizza'. It drew huge amounts of attention, with people weighing in for and against the billboard, including many conservationists who see rabbits of a pest. The furore translated into sales, with the planned month-long promotion halted after two weeks when the pizzas sold out, leading to sales of almost double over the previous Easter period.
Flaw in the Law
NSPCC, the children's charity, campaigned for a change in the law in the UK to make it explicitly illegal to send sexual messages to a child online. The campaign targeted government ministers and their advisers, opposition and backbench MPs, the general public and the media with a small budget. It used a combination of video content, social media and a petition to rally support for the change. The campaign delivered over 50,000 signatures for a petition and prompted the government to announce a review of the law.
Mike's Hard Lemonade
This drinks brand used the Twitter trend for #lifehacks to promote funny and innovative ideas using the lemonade's cans and boxes.
Helpful is Beautiful
Every 2 Minutes
Two PepsiCo brands, Doritos and Mountain Dew, used a partnership with video game Call of Duty to increase sales in the US. The brands have a significant overlap in their brand audience with Call of Duty fans. So PepsiCo tapped into the anticipation around the launch of two new video game platforms by allowing fans to collect points and then bid on auctions for new consoles and other experiences. This resulted in large increases in Doritos and Mountain Dew purchase, as well as increases in co-purchase of the brands.
A Message from your Future Baby
Wyeth Maternal, a nutritional supplement for pregnant women in Hong Kong, created a social media campaign to encourage more couples to move towards parenthood – a challenging aim in a nation with the 4th lowest fertility rate in the world. Wyeth's introduced a Facebook app that generated an image of a baby created from the parents' photos, and provided a questionnaire to assess the mother's pre-natal nutritional condition. Email follow-up encouraged pre-natal nutritional care with the brand. In the 6 weeks of the campaign sales increased 96% over previous year.
Break the Barrier
St John Ambulance Western Australia
Brand Agency, The
St John Ambulance used a hard-hitting emotional campaign in Western Australia to increase the number of people with first-aid training. Western Australia has the lowest level of first aid readiness in the country, and St John Ambulance wanted to change that. It created a confronting campaign that showed the consequences of not knowing first aid in real life, life threatening situations. Through a highly emotional demonstration of how helpless you can feel in an emergency, St John achieved a 34% increase in bookings and 82% ROI.
Check One Two
Attention Seekers/Deep Focus
Check One Two triggered a grassroots movement to raise awareness of testicular cancer in the UK with this campaign. Men were unwilling to talk about testicular cancer, and other initiatives such as Movember had failed to change this as the activism distracted from the issue itself. With no media budget, #FeelingNuts led the fight against cancer one testicle at a time: all you had to do was grab your balls, take a photo and share it with #FeelingNuts. There were 152,000 conversations on Twitter using the hashtag, building 786 million impressions in less than six months.
The value of thinking fast, acting fast and gettin
Saatchi & Saatchi
Direct Line, the UK insurer, used a category-beating offer and celebrity-backed creative to fight off competition from price comparison websites and increase its number of quotes. It devised a new category-beating proposition: replacement goods despatched within 8 hours of a claim; a choice of replacement or cash; and car repairs within a week. Building on a new brand personality of 'We're fixers, we're on it', creative featured the character Winston Wolf, the infamous fixer from the cult movie 'Pulp Fiction', executed across TV, online video and social media. The campaign resulted in a 13.7% increase in overall quotes, despite a 30% drop in media spend.
Axe applied its global campaign to 'Bring the Quiet' to Turkey, with this campaign. It decided to use music and a live event, transforming a building in the centre of Istanbul into a music studio, surrounded by soundproof glass, and inviting well-known bands to play. Passers-by could see but not hear their favourite groups, so connecting their smart phones to the Axe Black Wi-fi Channel allowed fans to hear the music - at the same time as turning off their social media. The campaign was successful, as by the second week it was Turkey's most sold deodarant.
There will be haters
With this campaign, Adidas used social media and a controversial stance to promote its range of football boots. The boots were aimed at an attention-seeking audience and embodied by the controversial player, Luis Suarez. However, the phrase "There will be haters", which formed the core of the campaign, was found to have deeper insight applicable to the whole adidas range - players could take confidence from the knowledge that 'haters' are a sign that they're doing some right. The ad became the 8th most watched adidas video of all time, despite low media spend.
If you can fix this...
With this campaign, the Royal Navy improved recruitment of engineers. To help young people feel less 'distant' from the Navy, renowned for having huge and complex kit, the campaign creative explained that if you can fix a bike or a car, then you can also learn to fix Navy equipment. The campaign grew 'expressions of interest' to become an engineer by 10 times compared to the previous three years.
Help A Child Reach 5
MullenLowe Lintas Group
Lifebuoy, the soap brand owned by Unilever, created a campaign to save children's lives through raising awareness of the need for handwashing with soap. The Lifebuoy HACR5 campaign adopted the village of Thesgora, which had the highest diarrhoeal incidence in India, and committed to reducing diarrhoea among its children. A unique digital campaign to create mass awareness and empower parents globally helped to spread the handwashing message. With a small budget the campaign achieved 16 million YouTube views, reached 358,000 children through direct donations and in Thesgora there was a 74% reduction in the incidence of diarrhoea, saving the lives of around 20 children.
Hey Future Me
The Middle East's leading bank increased awareness of their children's savings plans by inviting children to think about their futures and record a message to their future selves. The campaign increased acquisitions for Emirates NBD's children's savings plans, and by attracting schools as partners, it enabled Emirates NBD to extend its retail distribution network to a new channel (i.e. schools) for its children's plans as well as other products like retirement plans and life insurance.
We Are Social
Adidas needed to build brand interest and talkability in a crowded social-media space during the 2014 World Cup. So it identified a range of possibilities six months in advance and produced a content bible with thousands of images to react to fit different powerful moments. This became the foundation of Adidas's seamless World Cup storytelling; reactive content was live on social within seconds, and in digital and out of home within minutes. Over the course of the World Cup Adidas gained six million new fans across its global social channels.
Share The Load
This campaign for Ariel, a laundry brand, challenged traditional Indian gender sterotypes. Ariel launched a new pack (with detailed instructions) for men – challenging the idea that doing laundry is only a women's job. The brand publicised the new packs in TV, print and digital ads, and received support from leading celebrities who drove these conversations across media. The campaign resulted in a 28% uplift in ad recall and a 60% increase in sales.
The Virtual Land Rover Experience
With this campaign, Land Rover achieved 143% of pre-sale targets on its new model, the New Discovery Sport, over four months before the car was ready. Creatives, technologists, and programmers together created a virtual experience of the car; the resulting tech was then used to promote the Jaguar XE. Capitalising on the adventuring spirit implicit in potential Land Rover customers, the campaign designed an augmented reality app and a handheld visor that could be rolled out in 117 dealerships. The immersive experience resulted in 4,000 pre-orders worth £128m, beating ambitious targets.
This campaign focussed on a classic act of bravery: William Trubridge's attempt to break his own unassisted free dive world record.
Smell my neck
Starcom Mediavest Group
Fragrance brand P&G Prestige overcame the impossibility of trialling fragrance through digital media by using memory and emotion. The campaign was based around a series of films about scent called 'Smell My Neck', where strangers wore blindfolds and described their emotions as they smelled each other. The series was viewed over six million times and the campaign resulted in a strong holiday season with category sales increasing 3% versus the previous year.
More than a costume
Doctors of the World
With this campaign, Doctors of the World, a US non-profit organisation fighting Ebola, turned a Halloween costume into a donation device. Needing to raise funds to continue preventing the spread of the Ebola virus, Doctors of the World used the identifiable Ebola protection suit as a controversial Halloween costume to wear when collecting donations. As a result, its lifetime donor base doubled within 72 hours, and within a week it had raised enough funds to equip more than 4,600 doctors in West Africa with real Ebola suits.
The Newspaper that Stopped Dengue
Leo Burnett Solutions
This Sri Lankan national newspaper used a natural mosquito repellent in its printing inks to help reduce dengue fever. Specifically, it infused citronella essence with the printing ink so that every letter in the newspaper repelled mosquitos, naturally. In the period leading up to the launch, print, outdoor and social media drove awareness. On World Health Day, the world's first mosquito-repellant newspaper was published. Even with a 30% larger print run, the paper sold out by 10 a.m..
Land of Quattro
With this campaign Audi promoted Quattro, a four wheel drive system that can be installed in most models, to increase installation and sales. The campaign targeted drivers that valued performance and are adventurous by appealing to national pride. Ads helped people to rediscover places and buildings in their home country that they could be proud of, and paid media was used to increase visits to a microsite. Sales increased in all markets, including by 31% in the premium segment.