Mitsubishi
CLIENT Mitsubishi (Australia)
PROJECT Launch of the new Lancer
DURATION Oct 2006 to Jan 2007
MEDIA Online, TV, print and cinema
AIM Reposition the Lancer model by appealing to young, digitally engaged consumers – the key group though which Mitsubishi could increase share.
EXECUTION It signed former winners of the Tropfest short-film contest to produce six 60-second films that were to be released over six weeks. The films were displayed on free-to-air and cable television and at cinemas, while print ads ran in magazines and newspapers. The videos were supported on the car’s website, which asked viewers to vote for their favourite film or produce their own films for a chance to win a Lancer.
RESULTS Nearly 60,000 visitors viewed the films online, and more than 40,700 cast votes. Lancer’s share increased to 11.1% from 2.4%.
Unilever
CLIENT Unilever Foods (Thailand)
PROJECT Cornetto ‘Gig-A-Byte’
DURATION July 2007 to Oct 2007
MEDIA Online, SMS, TV
AIM Reverse a 25% slip in market share by Unilever’s Cornetto brand in Thailand.
EXECUTION Working with MindShare, Unilever found that displays of affection are taboo in Thai culture, and that young people were seeking an outlet for their feelings. Unilever and Motorola created an online community that invited teens to share their personal love stories. Each week, the best story, as voted by other users, was made into a minute-long film and aired on Saturday morning during a teen variety TV show. Site visitors also participated in an SMS-based contest to win a Motorola 3G cell phone.
RESULTS The site attracted 175,000 users, of which 42% registered to participate in the contest. Sales increased by 35% across the campaign period.
Nivea
CLIENT Nivea (India)
PROJECT ‘Stay simply beautiful’
DURATION Sep 2007 to Oct 2007
MEDIA Online, SMS, radio
AIM To differentiate Nivea Soft from Nivea All-Purpose Cold Cream.
EXECUTION Nivea and Mediaedge:cia developed an online contest for young Indian women to showcase their ‘simply beautiful’ faces and vote for a woman to be the ‘all-India winner’. One hundred contestants were listed on the campaign’s site as the ‘beautiful face of the day’, and their profiles were linked to the text from their MySpace profiles. Public viewers voted online or via text message. The contestants were also interviewed on the radio to generate excitement for the campaign.
RESULTS The site saw 95,306 visits, 83% of which were unique, and 25,000 votes were cast. Nivea Soft’s sales increased by 45% from quarter to quarter.
P&G
CLIENT Procter & Gamble (Hong Kong)
PROJECT ‘Have a happy period’
DURATION Oct 2007 to Dec 2007
MEDIA Online, TV and print
AIM To transform periods into a positive event girls can bond over.
EXECUTION P&G’s Whisper and Profero created their campaign around the slogan ‘Have a happy period’ and offered themed games and other interactive amenities on its site. Among these was the introduction of the ‘Period manifesto’, which lets users rant about their experiences and share stories with other women to win prizes. The site also asked women to vote for Hong Kong to adopt ‘period holidays’ for the days they don’t want to work.
RESULTS Sales grew 20% from previous quarters. More than 20,000 women voted in favour of adopting a ‘period holiday’, and 10,000 voted on peers’ manifestos.
Air NZ
CLIENT Air New Zealand
PROJECT ‘GrabaPlane’
DURATION Dec 2007 to Jan 2008
MEDIA Online, offline PR
AIM Minimise the impact of Virgin’s Pacific Blue’s entrance into New Zealand’s domestic market
EXECUTION The viral campaign, developed by Colenso BBDO and Aim Proximity, offered contestants who could fill a plane with their friends a trip anywhere in New Zealand. Participants signed up at grabaseat.co.nz and were asked to create and name a plane, choose destinations and draft an itinerary of what they would do for a day. The viral competition gained ground via TV, radio and press coverage. Contestants had four weeks to fill the plane with 40 friends.
RESULTS More than 5% of New Zealand’s population participated in the campaign, Participants created 13,152 planes and 151,782 unique visitors registered online.
