Our Challenge: We where asked to reposition the brand in Vietnam around “She Can”. Kotex and its main competitor had equal share in the market. We needed to create a shift in thinking of consumers to differentiate Kotex. Girls are functionally engaged to the category but emotionally indifferent to the brands which makes her flirt and switch brands.
Our USP: Kotex champions girls aspiring to do incredible things, even on their periods.
Insight: ‘She believe girls can do incredible things they are passionate about. However, they sometimes tend to withdraw because they fear failure and lack confidence and courage.
Our Solution: There is a saying in Vietnam CON GÁI VẬY LÀ ĐƯỢC RỒI! FOR A GIRL, For girls, thats ok already. This gender stereotype sets a limit for what girls can do. When a vietnamese girl achieves something, her family, friends and society will say “for a girl, that’s ok already. You don’t need to do more.” Kotex needed to break this stigma! Kotex championed confident vietnamese girls to not be affected by the limits society sets for being a girl. We champion her to keep on aiming for more incredible things.
The Idea: She can do more than “ok”… She Can… Dare to do incredible things.
To Inspire "She can.. Dare to do the incredible" message, Kotex created the individual story video which uses the real “She Can” girls stories. Each girls story told about how even '“Stars” faced stigma and had to overcame socialized noun.
After launching the "She can.. Dare to do the incredible" campaign, Kotex shifted to no.1 in the shifted, the positive sentiment on social media increased by 30% and understanding branded message 17%. But most importantly girls were emotionally connected to Kotex and what it stands for… break the “For girls, thats ok already” stigma! and championed confident vietnamese girls do more than “ok”… She Can… Dare to do incredible things.
Channels: TV, Live Experiential, Social Media, PR, Web Viral/Content, Mobile, Etc..
Telstra Digital Business Experience - A Telstra Digital Business package let’s you focus
INTEGRATED EXPERIENTIAL/DIGITAL
Our Challenge: Cut through the chaos and clutter of business expo events.
Our Insight: Business people just want a moment of focus and have fun in their day.
Our Solution: As you walk in, you notice the chaos and clutter of the event. Fortunately, Telstra has provided a moment of focus with a IMMERSIVE DIGITAL EXPERIENCE. We created a digital experience to bring the Telstra Digital Business creative story to life. We used Kinect digital technology to create engagement. Really letting people experience what Telstra was talking about.
Channels: PR, Content, Experiential, Web, Mobile, Radio, Press, Outdoor, Give Aways, Expo Display, POS, brochure, Staff Programme.
Dragon Capital App Branding & Launch
An unexpected approach to make fund fun, easily and understandable!
At DDB Vietnam we were honoured to work with Dragon Capital a 9 billion dollar USD investment fund that has been in Vietnam for more than 25 years in this branding and Online App campaign.
Tuborg Beer Brand Launch Vietnam/IndoChina
Our Challenge: Tuborg’s focus target in Vietnam is young progressive males between 18 and 24. The problem is they’ve never heard of Tuborg.
Our USP/Insight: Tuborg has a unque fun pull of cap and young Vietnamese are looking for new ways to have fun.
Our Solution: So lets dail up the fun around this unique proposition around opening up new ways to have fun in Vietnam. Music events and venues are one of the most popular ways to have fun for our consumer so lets connect our Cap pull with instant music fun. The Open for fun transformation.
The Idea: Everytime you open a Tuborg cap the fun starts. Tuborg - Open for fun!
Channels: TV, Experiential, Social Media, PR, Web Viral/Content, Mobile,
SOCIAL CAMPAIGN
Our Challenge: Create safer share spaces on the road for Cyclists to encourage more cyclists to use the roads. Create awareness in the community that these are people not things.
Our Insight: 1. Drivers - don’t see cyclists as people, but a ‘thing’ in their way. 2. Drivers - have a behavior of staying from 1m to 2m away from a Cyclists if they relate to it being a person.
Our Solution: Talk to both driver and cyclist at the same time. Humanise cyclists & remove the anonymity Creating a share experience for all that uses an inherent human behavioral instinct to protect human life... - See The Person, Not Just The Bike!
The Idea: See The Person, Not Just The Bike - We changed the behaviors of how motorists see Individual cyclists "I'M BEN, I’M A BUTCHER & FATHER OF THREE" through technology that makes the bike and the persons story as one.
Channels: Live, Experiential, Social Media, PR, TV, Web Viral/Content, Mobile, Community Based
Our Challenge: To create not just a series of events to build the brand of Australia's biggest telco company, but to chance the mindset and conversation of consumers by creating "advocacy" program from within it's 60,000 staff members. Top down and bottom up.
Our Insight: "The best way to truly create customer advocacy is from within your own company" Apple
Our Solution: We created two immersive relaxation, edutainment learning experience environments over two floors in two different buildings in Melbourne and Sydney. Each with a journey of discovery though key breakout areas defining different content by colour. It toke 6 months working with Price Waterhouse to bring their 350 page working NPS playbook into a simple six point, one page pipeline that we then create this around.
The Idea: Telstra Our Customer Connection Experience
Channels: Live Events, Experiential edutainment, internal Social Media Content, Digital learning experience environments
Our Challenge: Yamaha needed to bring meaning to their ‘Why Not’ campaign. Consumers what ‘Why Not’ stood for in the Yamaha brand.
Also ‘Why Not’ campaign needs to continue this year connecting to all existing scooters, include 2 new products. Yamaha wants to bring expectation of Yamaha scooter to consumers Product. One male skewed product and one Female skewed product, both urban youth based consumers. BUT WE CAN”T SHOW THE PRODUCT IN ENTIRETY as the launches will come after the ‘Why Not’ campaign. Just a tease.
Our USP: Every ride creates excitement through innovation.
Insight: VIETNAMESE YOUTH WANT TO STAND OUT FROM THE OLDER GENERATION, SHOW THEY’RE INDIVIDUALITY, DO SOMETHING FIRST.
Our Solution: This is what Yamaha dose, a leader, It does firsts product innovations, YAMAHA’S OPPORTUNITY IS TO CHAMPION CONFIDENT VIETNAMESE YOUTH TO KEEP AIMING FOR THE BEST AT WHAT THEY WANT TO BE. SHOW THEY CAN STAND OUT AND DO FIRSTS LIKE YAMAHA.
The Idea: Why Not..BE LIKE YAMAHA, BE THE INNOVATOR.. Why Not. BE FIRST.
Creative Approach: CO-CREATE “Why Not” moments with Vietnams youth, show that Yamaha helps youth to be the innovator, to stand out and do firsts!
To make sure Vietmanese youth REALLY understood "Why Not… BE FIRST, Why Not… YAMAHA!.. message, we first connected to them through something from their youth culture , EDM music. We co-composed with the top Vietnamese EDM composer our own "Why Not…BE FIRST, Why Not… YAMAHA!.. EDM track.
We then worked with inspired REAL individuals, NOT KOL’s (Stars), real “Why No” youth innovator stories. Each youth story showed how youth can create firsts like Yamaha through ENGINEERING, DESIGN & INNOVATIVE FEATURES.
DJ-ENGINE - Musician/DJ loves the sound and look of OUR NEW FREEGO Yamaha’s engine, so decides his ‘WHY NOT?’ BE FIRST MOMENT’ mash-up his DJ deck technology with the new Yamaha’s engine to create the FIRST ever engine powered DJ deck sounds.
FASHION DIVA - Is doing night classes to be a Designer. She loves Yamaha’s design look so uses it as inspiration for her ‘WHY NOT?’ BE FIRST MOMENT, a new way to create a new LIGHT MAPING of Yamaha’s scooter to create the first ever live Fashion look.
GAMER BOY - A gamer and media student loves to make everything into a game, he loves his new Yamaha’s scooter features so much he created a ‘WHY NOT?’ BE FIRST MOMENT by creating a crazy new digital game out of it.
TV and online content was created around all of our "‘Why Not..Yamaha’ co-creators first making their innovations with Yamaha.
Then came to life at live EDM events where DJ_ENGINE plays our ‘Why Not"‘ song, our FASHION DIVE’s light mapping show happen in the middle of the crowd and youth can later try it for them selves and post social media images live, a massive start stage wall is erected at far end of the EDM event where you can sit on real Yamaha scooters with your friends and a street racing game project on the wall for all to see.
Channels: TV, Live Experiential, Social Media, PR, Web Viral/Content, Mobile, Etc..
Telstra iPhone 5 National Launch - The Queue Without Equal
INTEGRATED SOCIAL MEDIA CAMPAIGN
Our Challenge: Create a launch campaign around the release of the iPhone 5 by developing a PR strategy and a range of launch events that can be executed in Sydney, Melbourne, Brisbane, Perth and Adelaide Telstra stores. These store launch events must engage customers and the media in an exciting way that will make Telstra stand out from our competitors, attract publicity and convince consumers Telstra is the destination to purchase the iPhone 5.
Our Insight: People will get the best possible experience for the new iPhone 5 on the fastest national network . Telstra has double the footprint off any other network with 4G.
Our Solution: Telstra will host a queue without equal, a unique customer experience for iPhone 5 queue members. The unrivalled experience will include luxe chairs, silver service butlers, special treats, entertainment and celebrities to mingle with. Most important of all, social connectivity. The queue without equal from the network without equal!
Channels: PR, Social Media, Web Content, Experiential, Mobile, Radio, Press, Outdoor, Give Aways, Store display, POS, brochure, Staff Programme.
Yamaha ScooterBall Game - Digital Engagement
Our Challenge: Yamaha needed to engage young innovation conscious consumer with Yamaha’s latest new scooters innovations. And make them cool!
Insight: Young male consumers find new scooter features boring and “same, same but different”. But they love everything new in the gaming world, in their mindset if its in gaming form its cool and they want to talk about it.
Our Solution: We create the “GAMIFICATION OF FEATURES ” Gamification strategy applies to more than just apps and games, it can be used in businesses to enhance the products, gamification is a critical tool to BUILD CONNECTION WITH THE YOUTH MARKET, users engaged, trail and PEER TO PEER SHARING of the product in THEIR EVERYDAY LIFE/BEHAVIOUR. Gamification is a way to makes unexciting like features Exciting and fun.
The Idea: Yamaha “ScooterBall” YAMAHA’S INNOVATIONS IS NOW A GAME WHERE YOU CAN USE THE FEATURES TO HELP YOU WIN!
Creative Approach: We launch ”YAMAHA BLUESOUND” We launch with our famous football player combines his two great loves in his life “His Yamaha Scooter and Gaming”
He meets a gamer who admires the innovative features and technologies of Yamaha scooters. Both combine their passions to create a mobile game using “Yamaha Scooters Mixed With Football - ScooterBall”
It shows off Yamaha's features and technologies, using the 5 Yamaha scooters as player avatars (players will be able to choose and customize their bike)
Features will become “PowerUp” icons to enhance the avatar's skills and ability (Yamaha scooters) in the game, for example the ABS will help the scooter to brake without slipping and stop faster, VVA will get the scooter more acceleration,... Feature “PowerUp” icons will appear randomly on the field and players who “Ride Over" it will be enhanced with that feature.
gamification of Yamaha features experienced in a way youth understand them, trial them. we make yamaha features exciting!
Our E-SPORTS/ KOLS with our FOOTBALL KOL link up with the Yamaha international INNOVATIONS team (YIIT) to create a challenge for young Vietnamese.(PR, FB. Zalo and Youtube)
We launch a simple online mobile game ‘digital contest’, highs scores for each region wins
The top regional winners in each region are mentored by our E-SPORTS KOL. and Footballl KOL We hold live ‘E-Sports’ team event with our 6 local winners teams at a big ‘REAL’ live E-Sports event where they play our Yamaha Features “Scooterball" Game ( Simple online mobile game version on big screen) in front of the gamer crowd to find our First Vietnam “Scooterball" winners before the main event.
We make all of this into ‘Always On Content’ (New News) to create BUZZ around the Yamaha ‘ScooterFootball E-Sports’ Challenge and connect benefit/Products.
We create regional events.
Channels: Live Experiential, Social Media, PR, Mobile, TV series.
Peugeot Scooters- Brand Launch into Vietnam
The Brief: To establish Peugeot Scooters as a premium brand in Vietnam to be considered in the 25 and 35 A & B’s consumer shopping list
Our Challenge: Peugeot focus target group in Vietnam are the savvy young progressive between 25 and 35 A & B’s. The problem is most have never heard of Peugeot Scooters and don't even know how to pronounce ‘Peugeot' to social media savvy circle of friend.
Consumer Opportunity/Insight: Young Vietnamese ‘Status Seekers’ are continuously strive to achieve a higher status within their peers by being the person to first find something cool and new or travel somewhere new that lets them stand out from the rest. They also hold anything coming from Europe as a premium.
Our Solution: Peugeot Scooters ‘French Passion’ comes from 120 years of motorcycle heritage. More importantly Peugeot Scooters had a heritage of being a premium brand in Vietnam once before with the 1953 S55 scooter. This just happened to be the inspiration hero scooter to be launched in Vietnam, The retro Django.
let's leverage something that already exists in Vietnam history “The iconic 1953 S55 Peugeot Scooters. Let Vietnamese know that just like Peugeot Scooters have done over the years, passion can takes you places.
The Idea: La Passion en Motion - The concept defines what Peugeot means by ‘Motion & Emotion’, by showing how if you have passion in life it can takes you places.
The transformative power of Peugeot in your life, La Passion en Motion. This gives meaning to young ‘Status Seekers’ Vietnamese wants & needs but also connects to Peugeot’s international statement ‘Motion & Emotion’.
Creative Execution:
The Seeding: Peugeot Adventures
with a PR, Vietnamese/French KOL, Digital lead conversation around showing how if you have passion in life it can takes you places. We used the iconic pictures of the 1953 S55 Peugeot Scooters so highly prized Vietnamese in the 1950’s as being the inspiration of 2 Frenchmen to now take the new Django inspired by the S55 from Paris to Vietnam. #DjangoAdventure #LaPassion - A story about 2 Passionate FRENCH GUYS & their Scooters traveling from Paris to Vietnam. We created Digital Content around our 2 guys and their passionate travel across many countries to get to Vietnam on Peugeot scooters. Not only did we use Facebook, Instagram and Youtube to tell their story, we also got local KOL’s to keep track of our Peugeot Scooter riding Frenchmen’s trip, but all the time also say how excited they were Peugeot Scooters where coming back to Vietnam.
The Brand Launch - Peugeot Scooters - La Passion en Motion
We timed 2 Passionate FRENCH GUYS & their Scooters traveling from Paris to arrive in Ho Chi Minh City at the same time as the biggest event in Auto in Vietnam, The Saigon Auto Show. Where we Launch the brand with the Peugeot Scooters - La Passion Experience Event. We invite Press and fans to meet our 2 French Guys and the local KOL’s at the event. Were we showed of Peugeot Scooter heritage with the real S55 scooters, the new inspired Django that made it all the way from Paris and our new range. We then asked consumer to share their passion’s and they could win a road trip on a new Django with the 2 passionate French Guys up to the Hanoi Brand Store opening. We also created a digital pre-sales iPad app to capture potential customers and preorders at the show and later in-store. At this time we where also going to launching the new TVC.
Amplification & Presales - Peugeot Scooters - La Passion en Motion
Consumer competition [ KOL’s ask people to show there La PASSION in life ] Show your la passion and win a Django. We challenge people to post videos, selfies, groupies, image via Facebook & Instagram to show their “La Passion”
Mechanics - Post on facebook or Instagram to enter - Users/fans vote by ‘FB likes’ for top 20 - KOLs draw winners at a live draw at one of our ’Brand Stores’ We then create a video around how Peugeot Scooters help the the winners take their passion places. Creating lots more ongoing Digital Content for the brand.
Channels: PR, Experiential, Social Media, Digital/Content, Mobile, App, TV, OOH
Yamaha Motorcycles “Design” Digital Engagement
Our Challenge: Yamaha needed to engage young fashion conscious asian females with Yamaha’s new european designed scooters.
Insight: Fashion is what creates real desire in our female consumers, it shows true luxury in their mindset which then is passes on as status and exclusivity “uniqueness" to the consumer.
Our Solution: “We create status” Create the belief that our scooters are associated with luxury european design styling by association with a Trusted fashion designer & high end Fashion Model that know what luxury european styling looks like and tells consumers this is what our scooters have.
“We create exclusivity” Create something “Money can’t buy” inspired by our scooters european styling. Commissioning a fashion designer & Fashion Model to take our Scooters luxury European styling as inspiration and create exclusive luxury scooters fashion line that you can only get by buying a Yamaha Grande or Latte.
The Idea: Yamaha “Purple Line” EXCLUSIVE LUXURY SCOOTER WARE FASHION LINE
Creative Approach: We launch an exclusive european inspired Yamaha fashion scooter ware line.
Our Designer joins forces with a Super Model who loves, loves the luxury design of our Yamaha scooters. Both want to create an exclusive line of luxury fashionable accessories for women to wear when riding these luxury Yamaha scooters, using the same European inspired shapes and contour from Grande and Latte.
These fashion accessories are familiar to women scooter riders such as masks, jackets, bags, gloves, sunblock dress, helmets... We create a new Vietnam standard in lux Scooter wear for high end women.
Our Fashion Designer & Model then take our new luxury Yamaha European inspired scooters fashion wear line and scooters on tour around Vietnam. A luxury “Money Can’t Buy’ experience for everyone where you can meet our Fashion Designer & high end fashion Model in person.
We then organize a simple online contest for everyone, every week will be a creative challenge with a specific accessory as the theme. Yamaha will provide vehicle-based designs for participants, with the help of 2 KOLs.
Making Yamaha a “must Have” FASHION experience females understand and want in their life, Building association between our scooters and hight end fashion, online and on-ground trial, making yamaha design exciting!
Channels: Live Experiential, Social Media, PR, Mobile, TV series.
Our Challenge: Ooredoo is a new player in the Myanmar Telco market with one big road block. They have a 'Heritage Issue' as they are a muslim own company in a country that is over 95% buddhist and have an up-rising against the muslim population. Not your normal everyday advertising challenge.
Our Insight: Myanmar people deeply love and are proud of their culture.
Our Solution: In a telco market flooded by product driven campaigns lets disrupt by creating a deeply insightful culture driven, product free brand campaign during one of Myanmar's biggest cultural events. With a timely 50% off all calls/SMS to family & friends. Thadingyut is a time of traveling home and giving thanks to loved ones and people that have helped you get you to where you are.
The Idea: Lets join Thadingyut and show Ooredoo really understand and can help you get where you want to be. So we helped 3 Myanmar football players go home to say thanks to the people that helped them get where they are today, their mothers, coaches, friends and family. Ooredoo - Connect and give something back!
Connecting where our brand and consumers lives meet: Making the most of Social and mobile we created a behind the scenes mimi webisodes around their football hero's trips back home and the people behind them.
Channels: TV, Social Media, PR, Web Viral/Content, Mobile,
Our Challenge: Piper-Heidsieck had been discounted over the years in the Australian market. This had lower it's value perception with the youth, we needed to build consideration and make it social media worthy again.
Our Insight: Youth only purchase champagne for special occasions, we needed to make it the everyday occasion drink.
Our Solution: We created different events and moments where the youth themselves could share why Piper was the perfect drink for all occasions. We first created "Piper Pop-Up Parties" launched with high profile celebrities parties around Australia that popped-up everywhere. Then created a Facebook page where you could book a place and time fror your friends to have your own "Piper Pop-Up Parties" using Facebook Events calendar and google maps. With a few high profile people partnerships to drive the occasions further.
The Idea: Piper Moments
Channels: Live Events, PR, Experiential, Social Media, Web Viral/Content, Mobile,
Yamaha Motorcycles “BlueSound” Digital Engagement
Our Challenge: Yamaha needed to engage young fashion conscious asian females with Yamaha’s new european designed scooters.
Insight: Music is a way for youth to show emotion and makes our male consumers look cool and get them Excited. Music also empowers young male consumers, in their mindset music help them feel like they can do anything in life “uniqueness" , give them the feeling of power over their lives.
Our Solution: We create the “FEELING OF POWERFUL ” Create the belief that our scooters are MORE POWERFUL by associating it with powerful Music. We do this by a reactive energy scale is measure by our "BlueCore PowerfulMeter” that looks like music loudness scale.
The Idea: Yamaha “BlueSound” Powerful is now a music genres. BLUECORE CREATES POWERFUL BLUESOUND
Creative Approach: We launch ”YAMAHA BLUESOUND” A POWERFUL ENGINE MIXED WITH POWERFUL MUSIC TO CREATE A ALL NEW SOUND. Presented by 2 famous DJ
We launch with 2 famous DJ KOLS who love the power and sound of Yamaha Blue Core engines, so they find the way to incorporate Blue Core powerful sound into their music to create "Blue Sound" that brings about powerful energy. Energy comes from the "Heart" which is the Blue Core engine Yamaha provides DJ's powerful sound with Blue Core, measured by HP, from low to high level of engine output. 2 DJs compete against each other on stage, but It is not about who makes the louder music but which music brings the strongest response (big energy) from the crowd. That reactive energy scale is measure by "Blue Core Powermeter”
Our 2 famous DJs then take our new BlueSound inspired BlueCore Engines and 2 scooters on tour around Vietnam. A powerful “Money Can’t Buy’ experience for everyone where you can meet our DJs in person and experience how Yamaha created a NEW sound - BlueSounds.
We then organize a simple online contest for everyone. Yamaha will provide vehicle-based BlueCore HP sounds and EDM track for participants to mix, with the help of 2 KOLs.
Making Yamaha the “COOLEST” Powerful sound experience youth understand and want in their life, Building association between our scooters and powerful EMOTional music, online and on-ground Scooter trial, making yamaha Bluecore exciting!
Channels: Live Experiential, Social Media, PR, Mobile, TV series.
Our Challenge: Drive people to start their day with Nescafe through building consideration of having breakfast at home.
Our USP/Insight: Vietnamese tend to have breakfast on the run or on the way to work so we need to show the benefits on eating breakfast at home. The very first thing they do every morning is checking Facebook and online video hubs.
Our Solution: Show how joyful and exciting it can be when starting a day with breakfast and Nescafé at home by using a exciting new way to view videos style 360. Also show that there are many exciting different Vietnam breakfasts from south to north with different ways people connect at this time.
The Idea: Fresh breakfast, fresh start.
https://www.facebook.com/Nescafe.VN/videos/1657897154282970/
We also created fun 360 game where you had to search for how many Nescafe cups/boxes there where. What kind of Breakfasts where on they eating and what part of Vietnam did these Breakfasts come from. This created participation and built consideration of both breakfast at home and Nescafe.
Channels: Social Media, PR, Web 360/Content, Mobile,
Tuborg Beer Brand Colour Caps Vietnam/IndoChina
Our Challenge: Tuborg’s focus was still on building the brand after only one year after launch. But also wanted to drive the brand experience & sales through a new product innovation 'Colour Caps'.
Our USP/Insight: Tuborg has a unque fun pull of cap that now has '5 Colour Caps' for young Vietnamese to experience Tuborg in new fun ways. We choose the experience - Play, Sing, Dance, Cheers, Enjoy
Our Solution: So lets dail up 'Open for fun' around this 5 new ways to experience fun in Vietnam - Play, Sing, Dance, Cheers, Enjoy. Music events and venues are one of the most popular ways to have bring these experience to life for our consumer so lets connect our Cap pull with instant fun actions. The Open for color caps.
The Idea: Everytime you open a Tuborg color cap the fun starts in 5 different ways. Tuborg - Open for fun!
Channels: TV, Experiential, Social Media, PR, Web Viral/Content, Mobile,
VIVO Launch for V5 handset Myanmar/IndoChina
Our Challenge: Vivo Brand needs to raise its brand profile in the premium handset market.
Our Insight: Myanmar youth associated premium with high value stars.
Our Solution: By associating Vivo V5 with a known Brand Ambassadors Wyne Su Khaing (No.1 solo music artist). For the first time, will be doing TVC, PR, Launch activities and social content. Also product placement in Wyne Su Khaing music Videos and joint music events.
The Idea: Day in the life of Wyne... V5 Selfie-Check!
Channels: TV, Experiential, Music Videos, Social Media, PR, Web Viral/Content, Mobile,
Our Challenge: With only a week until Women’s day the Nestle 3in1 team briefed us they wanted to do something for it. The brief was short and sweet; Nescafé to inspire real connections with busy every day Vietnamese women.
The Insight: (Social Trend) Phuong Vy, the winner of Vietnam Idol has a YouTube channel and Facebook fanpage, which are popular with Nescafé 3in1’s target women. A video had just been released on Valentines day by Sean (Phuong Vy's husband), where he sang about his love to her. The unexpected moment around this was that he sang in Vietnamese even though he was a westerner. This had trended online and created a growing buzz on social channels… A relevant trend around real connections between West, East, Husband, Wife and appreciation to woman Nescafé could build on! A Truth!
The Solution: The answer was to build on an already real connection around appreciation, Sean’s unexpected moment of singing in Vietnamese to Phuong Vy. So we created a share worthy digital music video that leveraged on this admirable couple to reach as many people as possible on around relevant moment, Women’s day. By recording an acoustic version of “Va Toi Cung Yeu Em,” a popular romantic Vietnamese song about expressing love to a loved woman, with the couple we created an anthem that showed Vietnamese men a simple every day way they could really connect by showing appreciation to the women in their lives in a moment that counted, breakfast. This married that appreciation around the action and time of day “It all starts with a Nescafé”.
The Results: 0ver 7 million view over 2 channels (Facebook, Youtube) in one week, 65% engagement with over 90% positivity around the brand message. One of the most recognized brand moments of 2017 in Vietnam. Top 5 Social media Campaigns.
With the new “Spark” Techcombank Credit Card possibilities are everywhere. Hence, we urge Vietnamese consumers to open up their to new life experiences, by an appealing for this new style of credit card from Techcombank.
We put our heads together with Techcombank to name it, then came up with the design, and the film to Spark people’s excitement.
Owning a breakthrough card that lets customers discover any lifestyle combos they want, switch, and enjoy 10x bonus points. How would they feel?
Yah, we bet it’s “Bừng sắc sống” (Spark an unexpected brighter life)!
Our Challenge: Nescafe asked if we could create a Facebook centric campaign that inspired young consumers to get out and really connect with others this summer. But summer in Vietnam is the wet season for most, so people don't tend to venture out much.
Our Insight: Young Vietnamese, just like other youth in the world love to be the first to do something, so they can be the one to show their friends first. (Social Currency)
Our Solution: lets disrupt this "Say Home Summer' thinking and challenge our youth to get out and find new ways to experience summer with their friends.
The Idea: Nescafe - "Take Me Away" This Summer Campaign.
Connecting where our brand and consumers lives meet: Making the most of Social and what our consumer love, music we created a Music Video and lyrics around how many ways can you "Take your friend ways" this summer and then let them share their new summer discoveries to show off and inspire others.
Results: With over 5 million views on the Music video over 3 channels driving back to Facebook, over 4 million interactions on posts and 400+ personal images spared young Vietnamese really did get "Taken away this summer" and connect with Nescafe.
Channels: Social Media, Web Content, Music
Cancer Council - Victory Dance Against Cancer
SOCIAL MEDIA CAMPAIGN
Our Challenge: Create awareness for 'Relay for life' when the market is cluttered to drive people to sign up a team or to join in the event!
Our Insight: We can create a buzz around something people already do if they win a game, score a goal or win a race, 'A victory dance'.
Our Solution: We are asking people to create a self generated video of what their victory dance will be, to fight back against cancer. We found high profile first adopters that we will film and share their victory dance via social media to dirve others to join in and show their... Victory Dance - Against Cancer
Channels: Social Media, PR, Web Viral/Content, Mobile, Live, Expe
riential
Oman Mobile - Life is fun with Android
INTEGRATED SOCIAL MEDIA CAMPAIGN
Our Challenge: Create a communications platform to represent the first Android platform in the Middle East and associated Huawei device - Create a new brand that generates buzz in the Omani market - Create a new brand that stands out and engages & excites Oman Mobile’s core audience driving word of mouth and store footfall.
Our Insight: We discovered our target customers want something fun and entertaining. Our customers are inspired by new connective technology and social media.
Our Solution: Life is fun with Android integrated Social Media campaign. Arrival of android - Teaser. Introduce android - Launch. Meet android - Instore Retail.
Channels: PR, Social Media, Web Viral/Content, Experiential, Cinema / Web Ads, Mobile, Radio, Press, Outdoor, Give Aways, Store display, POS, brochure, Staff Programme.
A'Saffa Chicken - Your Natural Choice
BRAND/INTEGRATED CAMPAIGNS
Our Challenge: Reinvigorate A’Saffa Poultry’s presence in the market, identifying a new brand platform that gives their brand a distinctive and compelling differentiator in the market
Our Insight: A’Saffa is the only chicken brand available in the Middle East that feeds its chickens on nothing other than natural feed.
Our Solution: Create a brand campaign that celebrates A'Saffa’s natural credentials demonstrating that A’Saffa chicken is so natural, Nature itself is drawn towards it. Using local cultural and behavioral insights to and tying into the product.
Channels: PR, Experiential, Web Ads, Mobile, Social Media, Radio, Press, Outdoor, Store display, POS, Staff Programme.
Our Challenge: The Australian government was launching a national wide broadband network, Telstra wanted to be the number 1 provider, but most of the people they wanted to talk to weren't online and in hard to reach places. We needed to compete for customers and position Telstra as provider of choice for NBN.
Our Insight: There was only one place we could really connect with these customers, it was on the ground in their local communities.
Our Solution: We created a mobile pop-up "Your local Fibre Experience Centre", 3 x truck containers that we placed at the most important site in these communities... the supermarket. These container folded out to create a typical Aussie home that let people experience how NBN could make their everyday lives better, High speed internet for business, education, entertainment, ect.. this was a NBN tour by Telstra which allowed locals to get a hands-on experience of the NBN and Telstra services & products in a friendly local way.
The Idea: Telstra's mobile pop-up "Your local Fibre Experience Centre"
Channels: Live Community Pop-up Events, PR, Experiential, Social Media, Web Content
NZ Lotteries - Brand Retail
Volkswagen GTI VI Launch - 2 Cool 2 Love
INTEGRATED CAMPAIGN
Our Challenge: Launch the new Golf GTI VI into the Oman market.
Our Insight: We discovered the Golf’s stylish looks and undeniable performance are more than enough to appeal to Oman’s wealthier youth segment. We then connected this to local cultural and behavioral insights.
Our Solution: Appeal to young Omani women through the standard golf models whilst connecting with performance-obsessed young Omani men via the sports (GTi) model, allowing them to relate to these models by creating characters out of the cars themselves. Create a cutting-edge campaign around the fun, flirtatious activities between the male and female Golf VI cars
In a pioneering step, bring the campaign to life online, seeding rich, exclusive branded content and communications virally to where this younger audience hangs out.
Channels: PR, Experiential, Web Ads/Cinema, Mobile, Social Media, Radio, Press, Outdoor, Store display, POS, Staff Programme.
Australian Mobile Awards: Best Multi-Channel Integrated Marketing Campaign 2013
INTEGRATED CAMPAIGN
ur Challenge: Educate and entertain employees on the Telstra app suite. Align employees with key td business objectives. Engage employees and customers through a fun quirky & memorable campaign.
Our Insight: We discovered employees want something to smile about, it makes them happy and creates awareness + pride. Customers and employees are inspired by connective technology.
Our Solution: Let’s share the excitement about Telstra’s new app’s with digital + happiness. We created a new word, 'Appiness' and then asked people to share it around. Share The Appiness.
hannels: Experiential, Web Content, Mobile, Social Media, POS, Staff Programme.
AC Nielsen Worldwide Survey Website - Change Your Word
DIGITAL CAMPAIGN
Our Challenge: AC Nielsen approached us to fix out a problem with their online survey business. They needed a new audience that were not just there for the money.
Our Insight: People care about the world they live in and want to have their say.
Our Solution: We responded that they needed to change the world – one question at a time. Change Your World is a website that is being deployed around the world to encourage people to use their opinions to change the way manufacturers, designers, farmers and even governments think. Now live in 7 countries, with plans to expand into 17.
Channels: Web, Content, Widget..
Telstra Internal Staff Channel - TDTV Let's Get It Online
DIGITAL ONLINE INTERNAL STAFF CHANNEL
Our Challenge: We needed to create a communication channel aimed at inspiring and informing all Telstra employees on all things Telstra Digital. Create a personable and impactful strategic application to shift business culture and to support staff in assisting getting more Telstra customers online.
Our Insight: Everyone loves to watch TV and love to be seen by others to achieve. Telstra staff don't have time to read about everything.
Our Solution: We created TDTV - 'Telstra Digital Television' an internal communication channel aimed at inspiring and informing all Telstra employees on all things Telstra Digital. Creating heros with-in Telstra.
Channels: Internal Staff Comms
PacificBlue Brand Retail - Travel Happy
McGrath Estate Agents - Knowledge That Changes Views
INTEGRATED CAMPAIGN
Our Challenge: Transforming the McGrath brand to take full advantage of the online restate revolution. Creating a new positioning statement, brand look & feel and much more.
Our Insight: Customers want relevant statistics on their local market.
Our Solution: Linking real time relevant statistics with their customers.
Channels: Web, Content, Experiential, Radio, Press, Store display, POS, brochure, Staff Programme.
LG - Life's Good Times Promo
