Mindshare
Men Do Apologize TV Integration
Awards: Branded Content (Gold)
Campaign summary
In line with Axe’s long term strategy of having a cool male tone of voice with an emphasis on diminishing negative gender stereotypes around toxic masculinity, Axe has focused on fighting the “Real Men don’t apologize” stereotype in 2018. The purpose is weakening gender stereotypes via generating talkability on social media about how old fashioned these beliefs are.
Integrating our branded content to the popular TV show “Çukur”, in a way that the consumers haven’t experienced before, with the use of TV Adbox technology. For the first time in Turkey, a TV audience decided what would happen next in their favorite show, simply by using a remote control.
We’ve spreaded our message “Men do apologize” in an impactful way, helping the brand create positive talkability and higher brand engagement
LDV United
Dare To Sponsor
Awards: Grand Prix; Integrated Advertising (Gold) and Social Media (Silver)
Campaign summary
Special Olympics needed to get more sponsors. In order to convince companies to sponsor athletes with a mental disability we made a full integrated B2B campaign. Targeting major brands through personalised direct mail, billboards in front of their own headquarters, a touching online movie and the support of Belgians top athletes on social media.
But how do you get the attention of major brands in a competitive charity-/sponsorship- market situation?
By presenting our athletes not as a good cause, but as a smart investment. Because even though they have an intellectual disability, they too win gold medals and break records.
The campaign was aimed at big brands and companies. To achieve our goal, we set out three target groups:
1. Primary prospects, getting a personalized treatment.
2. Secondary prospects, reached through social media and media.
The many people. Giving an extra push to our first target groups. And talking about social inclusion.
This idea was translated in a fully integrated approach. First of all, we’ve launched an online film, daring our primary prospects like P&G and Coca-Cola company directly to cast one of our special athletes in their next commercials. On the same day, we made sure that our Gillette print, featuring a shaving special athlete, was placed on a billboard in front of P&G’s headquarters. Moreover, we’ve also sent direct e-mails and a follow up direct mail containing a can featuring a special athlete.
The press loved the surprise and in collaboration with influencer athletes on social media, the campaign kicked off with huge first PR-wave, reaching out to our last target group, sport fans. Multiple companies were charmed by the challenges, some even responding with a video on social, featuring their CEO who accepted the challenge. Each new sponsor, resulted in a new PR-wave.
But more importantly, we found the extra sponsors that Special Olympics needed so badly. We convinced 10 of Belgium’s major brands to start a new partnership with Special Olympics. Including Procter & Gamble, Coca Cola (Aquarius), BNP Paribas, Mylène, Red Bull, Telenet, MCcain, Johnson & Johnson and Nestlé. Enabling over 800 athletes to continue training and competing in Special Olympics. Up till today, we are talking with new potential partners. Because every top athlete deserves a top sponsor.
Havas Denmark
ALDI Creating retail-traffic through intelligent GPS data customer mapping
Awards: Campaign Effectiveness (Gold) and Effective Use of Data (Silver)
Campaign summary
In Denmark, the distribution of flyers was poised to be taken over by one single company, creating a monopolistic situation that would inevitably translate itself into a steep price increase, calculations put the increase at 40%.
Seeing that flyer distribution was a massive operation in which Aldi was ‘’carpet flyering’’ (dropping a flyer in every household in any given neighborhood) in every city where there was an Aldi Supermaket without any regard to targeting, the 40% increase would not be sustainable.
We needed to develop a much more intelligent and cost reduced way to distribute our flyers, we needed to find a way to distribute the flyers in areas where we knew they would convert in business for ALDI, where people would read them and use them, we needed to pinpoint and target our distribution.
Moreover, we also needed to move Aldi into the 21st century with a digital flyer that would attract younger readers, reducing their dependence on printed flyers.
We used data and technology to provide insight to optimize the distribution model for printed retail flyers. This optimization would, in turn, allow us to reinvest savings into the production of a digital flyer and its subsequent promotion.
We used data and technology to provide insight to optimize the distribution model for printed retail flyers.
This strategy would allow us to intelligently reduce the distribution of leaflets in areas with low or no potential/customers, or ad new area if relevant for each of the individual shops. The idea was to match the distribution area with the actual ALDI customers, a quite unusual way to use geo data targeting.
With the savings from reducing the printed leaflets, we initiated a digital transformation for ALDI to give them an online presence
5. Results
We dropped the number of flyers being distributed from 1,227, 656 to 860,087, that is a 33% reduction.
• If we only look at it from a cost perspective, we saved ALDI a significant amount of distribution budget, 2,162,000 Euros to be exact, and without it affecting ALDI’s sales.
• The number of readers of the printed flyers increased for the first time in 4 years by 4.9%
• the number of readers of the digital version of ALDI’s leaflet increased by 24.1 pct. (9.1 pct. point above target/objective, 60 pct. above target)
Additionally, we managed to reach a totally new segment thanks to the digitalization of the flyer: a much more modern, younger, urban family segment that spends more than the traditional ALDI customer.
In this process it instantly became very clear that urban areas had a much higher performance, when being targeted with ALDI’s digital leaflet
Xaxis
CASTORAMA INSPIRES
Awards: Effective Use of Data (Gold) and Campaign Effectiveness (Silver)
Castorama worked with Xaxis to make it the online sales leader in the home-improvement category, with a limited budget. They wanted to create new paths to conversion and used content featuring popular celebrities to target their demographic by boosting engagement. Utilising mPlatform and AI-based targeting technologies, Xaxis matched banners served to the interests of each consumer. They then tailored content to be even more targeted. To maximise sales, they cross-referenced data for castorama.pl with the best-selling items on Google, Allegro and Ceneo online stores.
Initiative / Reprise
Orange Finance tracks full consumer journey
Awards: Direct Response / Lead Generation Campaign (Gold)
Orange decided to check the impact of its mobile campaign on visits in shops and its offline sales of promoted services. They searched for a common point between their campaign and measurement of a physical location, delivered by a mobile device. Initiative built a custom attribution model based on geolocation and a list of Orange stores, in which users could apply for a cash loan. Here, mobile was very useful, as they could run a rich media ad with embedded map that shows the nearest Orange Store.
MediaCom Schweiz
Audi e-tron launch campaign e-Hub
Winner of Responsive Display Advertising (Gold)
How can Audi launch the first electric car without having one that can be shown? Consumers still have many questions on electro-mobility. Our solution: Absolute Customer Centricity. The focus starts on the customer and their questions on e-mobility. Thanks to a nurturing concept, the prospect/person concerned receives information that’s relevant only to him throughout the customer journey. Designing a digital always-on content/lead campaign to generate e-tron prospects who will be converted to high-quality e-tron buyer leads via a multi-tiered and multi-channel approach.
Hype
Turn Your Searches Into Trees
Awards: Search Advertising (Gold)
Hype and Turkish search engine, Yaani, designed a campaign that turned search queries into trees. They wanted to increase the use of Yaani as a search engine while making Turkish citizens’ lives better. To do that, Hype designed a campaign where the promise was to plant 1 tree for each 100 searches conducted on Yaani.
OMD
Doritos Cool & Hot
Awards: Video Advertising (Gold)
Campaign summary
Our new product Doritos Cool & Hot was at first refreshing and then giving a hot sensation.
We had to interact with our consumers in order to have them experience the sensations.
1. Objectives and Strategy
We were inspired by the roller coaster experience in the main commercial to tell the boldness of our product. On mobile platforms, where we meet our target audience heavily, we offered an astonishing experience throughout our specifically created interactive 360 video, in order to have our consumers interact with our product genuinely and maximize the user experience.
2. Execution and Media
Users can explore around by moving their mobile phones when virtually riding on Roller Coaster with our 360 custom mobile video.
To experience the feeling of refreshment which is our first sensation,
the whole screen was covered with ice and then the consumers were asked to break the ice by tapping the screen.
Then immediately; the whole screen was covered with the flames and asked the consumers to put out the fire again by tapping the screen.
We made our target audience to experience cool & hot loop to the fullest.
3. Creative
We were inspired by the cool and hot feeling of the product. With the virtual rollercoaster, users can explore around by moving their mobile phones with our 360 custom mobile video.
4. Innovation
Aurora is an interactive 360 video, in order to have our consumers interact with our product genuinely and maximize the user experience.
5. Results
During the video, users moved their phones 3 million times to break the ice and put out the flames.
Compared with similar interactive campaigns, 10 times more interactions were achieved.
87% of the viewers’s attention was on the screen.
We achieved 35% increase in ad recall, compared with our pre-mobile-campaign period.
Bruketa&Zinic&Grey
The Tunnel
Awards: Brand Advertising Campaign (Silver)
Campaign summary
Together with Adris, Croatia Osiguranje Insurance Company, Brigada and Millenium promocija, we organised a historical exhibition in a tunnel bellow Zagreb to mark the 133th anniversary of Croatia osiguranje Insurance Company. We were engaging the citizens to take an active part on an everyday basis and change the physical layout of the exhibition by adding their own historical accounts posting them on the social media with the hashtag #PovijestPisemoSami (#WeWriteOurOwnHistory). Throughout 7 weeks we used digital channels to raise awareness, incentivise people to see the exhibition and take an active part, with the budget allocated for Facebook (15%), Instagram (8%), Google (11%) and Twitter (6%), and direct media buying on top sites (60%). We targeted all online users, making adjustments according to real-time results. Every week we came up with new creative ideas accommodated to suit different digital channels. The photographs of users not only composited the exhibition’s layout, but also generated content for further online and offline communication. The online campaign reached over 1.5 million people and exceeded the targeted number of photographs eventually received (5,370).
Objectives and Strategy
The agency’s task was to increase brand awareness, generate buzz and incentivise social media engagement. The objectives of the campaign:
The task was to showcase 133 years of the activity of Croatia Osiguranje Insurance Company in a creative and appealing way. The tunnel bellow Zagreb was turned into a multi-media project that is an exhibition spanning 13 decades characterised by interesting events, people and items from a specific historical period. Its specificity was allowing citizens to actively engage in compositing its layout over digital channels changing it on a daily basis and embedding bits and pieces from their own past. The project was foreseen as a historical account accommodating each and every one of us.
Execution and Media
The strategy was centred round digital media. They were used to raise awareness about the exhibition itself, incentivise people to go and see the tunnel and engage users to take an active part in the exhibition’s layout by posting their own photographs from the past on their own social media profiles with the hashtag #PovijestPisemoSami (#WeWriteOurOwnHistory) and a short caption. The campaign took 7 weeks, with the budget allocated for Facebook (15%), Instagram (8%), Google (11%) and Twitter (6%), and direct media buying on top sites (60%). The digital campaign was used to post content in order to pique the interest of users, incentivise them to take an active part in the exhibition’ layout and become brand ambassadors. We targeted all online users, making adjustments according to real-time results.
Creative
The underlying idea for the launch of the campaign was raising awareness about the event itself. Throughout 7 subsequent weeks, to optimise the campaign and achieve best possible result, every week we came up with new creative ideas for different digital channels, adjusted to suit their own individual specificities. The photographs from the users’ past composited the exhibition’s layout on a daily basis and generated content for further online and offline communication.
Innovation
The exhibition was composited offline in real-time every day with online content posted the previous day (offline/online fusion). Custom messages were used to micro-target all people in close vicinity of the tunnel (>1km).
Results
Different communication channels were used to create effective synergy and huge media outreach. The online campaign reached over 1.5 million users and exceeded the targeted number of photographs. Eventually, the number of photographs received with hashtag #PovijestPisemoSami (#WeWriteOurOwnHistory) amounted to 5,370.
Number of ads: 1,264
Number of key words: 725
Number of video views: 290,000
FB engagement rate +366%
No. of shares +185%
The achievement rate by the objectives:
- Brand awareness: 500,000 users -> 300% achievement rate
- Number of photographs received: 3,000 - > 180% achievement rate
LDV United
Breastfeeding Extras
Awards: Branded Content (Bronze)
Campaign summary
Breastfeeding away from home, makes more and more mothers feel uncomfortable. They receive negative comments, are asked to ‘do it somewhere else’ and feel embarrassed. The Belgian organization ‘Kind en Gezin’ wants breastfeeding to be something normal again. To do this, they invented ‘Breastfeeding Extras’: mothers that breastfeed their babies in the background of popular television programs, series, movies, video clips.
By bringing breastfeeding back into popular culture, our Extras are making breastfeeding truly part of everyday life again.
1. Objectives and Strategy
Breastfeeding has always been one of the most beautiful and natural things in the world. But times have changed. More and more breastfeeding mothers receive complaints for their “indecent behaviour” and are being sent away from restaurants, parks or shops
‘Kind en Gezin’, a Belgian governmental organisation that supports young parents and nurseries, wanted to make breastfeeding normal again. How? By bringing it back into popular culture. Because the more you see breastfeeding, the more normal it becomes.
So, we came up with something new: breastfeeding extras. Breastfeeding extras are just like any other extras in television, except for one thing: while they’re acting, they’re breastfeeding. By showing more breastfeeding moms on television, we’ll change public opinions that it is strange to breastfeed a baby in public. By doing so, moms nurturing their babies will be accepted again, no matter where they are taking care of their little one.
2. Execution and Media
In order to convince production houses to work with our Breastfeeding Extra’s, media attention was key in order to get the conversation rolling.
So, we did something quite unusual. We’ve created a very special online casting agency, featuring nothing but Breastfeeding Extra's. This way, moms could feasibly volunteer on our online platform to become an extra themselves and production houses could easily book extras for their film set. We’ve launched an online film introducing the agency and its purpose to show more breastfeeding moms in public.
3. Creative
We used the power and reach of influencers on social media to inspire volunteers to spark the public conversation. The press loved the surprise and reported on Breastfeeding Extras on online news sites, the radio and even on television. This way, they pressured production agencies into hiring a Breastfeeding Extra for their recordings. The agencies were charmed by the idea and soon after, some of Belgium’s biggest TV-shows booked a Breastfeeding Extra. Following the reappearance of our Breastfeeding Extras on television, we received a second and third wave of both on- and offline PR.
4. Innovation
Breastfeeding Extra’s are a unique approach to get breastfeeding incorporated in popular media, without placing them directly in the spotlight. It’s by their subtle appearances in the background, that they underline how ordinary it is to breastfeed a baby in public.
So, we created the first casting agency of its kind, creating opportunities for both volunteers as for production houses to help break the taboo on breastfeeding. All this, without a single euro spent on paid media.
5. Results
It was an unusual approach and it worked. After only one week, 10.000 people have visited our casting website. Even better, 497 of our visitors subscribed to become a Breastfeeding Extra. That’s a conversion rate of 5%.
Besides, with no media budget, we managed to get a reach of 20 million and €686.000 in free ad value. A number that will only keep on growing with every Breastfeeding Extra appearing on primetime television.
Our first Extras have already made their debut in big shows like ‘Familie’, ‘De zonen van Van As’ and ‘De Buurtpolitie’. The Flemish Audio-visual Fund even decided to become a supporting partner. Moreover, Breastfeeding Extras are going off-screen, appearing in two famous Belgian comic books, ‘Kiekeboe’ and ‘De Buurtpolitie’, reaching an even more diverse audience.
And so, episode by episode and show by show, our Breastfeeding Extras are proving that breastfeeding is truly part of everyday life.
Mindshare
Pharmaton TV Sponsorship Enhanced Interaction with Second Screen
Awards: Campaign Effectiveness (Bronze)
Campaign summary
Pharmaton significantly uplifted its brand metrics in 2018, thanks to a strategic sponsorship and second screen integration on Survivor and TV8 Second Screen app.
1. Objectives and Strategy
Pharmaton is a Multivitamin brand which commits both physical and mental performance and energy. Pharmaton’s main competitor is a brand with a heritage over 40 years. Even though Pharmaton has high top of mind awareness scores, trial scores were still relatively below targeted KPIs. Thus our objective was to increase trial scores, via highlighting Pharmaton's energy and performance benefits in occasions where being energetic and demonstrating high performance is the key for success. Since TV is the highest reach medium, we focused on partnering with an on-strategy TV show. Our definition of on strategy also included the viewers high involvement and active engagement with the content via second screen for mental performance to viewers. Another important fact in Turkey is that second screening while watching TV is over 70% and in order to create a strong behavioural change, generating trial, we needed the entire attention of the viewer.
2. Execution and Media
The most fitting partner that fit our strategy was TV8 and Survivor. Pharmaton became the "performance sponsor" of Survivor, supplemented contestants in order to increase their performance and rewarded the highest performers. Simultaneously, we have integrated a mini contest to TV8's mobile application called the "Second Screen", which has approximately 4 million active users and viewers consume additional content like behind the scene shootings, comment and vote about contestants etc. The contest challenged viewers with challenging questions regarding TV Show's content, contestants and important facts about physical performance. This way, we were able to inform the viewers further about the product benefits, while actively interacting with them and keeping their attention at max on both screens.
TV sponsorship lasted 4 months. On Second Screen app, we have run 6 contests in 2 weeks. The timeline of the second screen integration was towards the finale, where interactions get significantly higher.
3. Creative
Creatives across all channels focused on maximizing the benefit of Survivor sponsorship, like further engaging with consumers via using flagship statements of the contest in our social media announcements etc. Also we have revisited our airing plans to maximize the efficiency of this media partnership, via re-distributing spot plans in days where the show wasn't on air.
4. Innovation
We haven't used a "never been done before" technology in this campaign. What we did was to partner with an app that already has 4 mio active users and that enabled us to interact with users at zero platform development cost. The answers we have gathered from the second screen contest also gave us valuable insights about the known and unknown benefits of the product and people's definition of "performance" and what they expect from a performance enhancing multivitamin.
5. Results
We have reached 50% of our target audience (20+ ABC1). We have interacted with +200k unique users with the Second Screen contest. According to TV8 data, Pharmaton's interaction rate was X2 higher vs average interaction rate of second screen integrations.
Pharmaton's annual media investment declined sharply by 30% in 2018 vs 2017. Survivor sponsorship, second screen integration and digital usages announcing the integration was first used in 2018.
Brand metrics are regularly tracked by Ipsos and after the campaign, purchase intent increased by 11%, trial increased by 13% and regular (12months ongoing) users increased by 22%. This has been the most successful period for Pharmaton in Turkey.
Ipsos research also shows, 39% of the people recall Pharmaton as Survivor’s sponsor. This is significant because the show has 6-7 different sponsors in a show. Thanks to high contextual relevancy of Pharmaton's sponsorship, we were the most benefited brand from the sponsorship.
Wavemaker Turkey
RENNOVATIVE MEGANE SEDAN TEST DRIVE CAMPAIGN
Awards: Direct Response / Lead Generation Campaign (Silver)
Campaign summary
In an environment of changing consumer expectations and trends, we designed an instant way to book a test drive, that increases brand scores in this tech-smart, creative campaign. As we learned from consumer journey the most important target for automotive sector is leading potential customers to test drive. However, the hurry of modern life makes it harder. Therefore; we aimed to increase Renault Megane Sedan awareness and differentiate from other brands by changing classical test drive experience.
We included Renault Megane Sedan as a purchase category in ‘Getir’ which is an instant purchase app and created the world’s fastest test drive opportunity. With 30 cars and drivers located in top 30 interest&purchase rate locations of ‘Getir’, tapping on ‘Megane Sedan’ was all the users had to do to get test drive.
In teaser period, Getir sent push notifications to test Megane Sedan, helping us to gain 100 test drives without any media investment. At the launch, we invested on this project with digital media to keep it alive. We were organically the trending topic on Twitter within 20 minutes. Within a month, 519 test drives were actualized which was 10x more compared to all test drives of dealers in Istanbul.
1. Objectives and Strategy
From the Purchase Journey Analysis, we know that test drive is the last and most crucial step that triggers sales in automotive category, therefore Test Drive is the main KPI of our communication strategies.
The main barrier to taking a test drive is often time. So we made sure that this was no longer a problem. We partnered with Getir, an online delivery mobile app, to make the world's fastest and most convenient test drive experience ever.
2. Execution and Media
We built up a partnership with Getir; instant delivery mobile application, where you can get book a Megane Sedan test drive, at any time, to anywhere in İstanbul, in just 10 minutes.
All the user needed to do was to tap on to the Megane Sedan category on Getir mobile application and experience the actual test drive.
In order to monitor the progress in real-time, we have started our partnership with a 3 day teaser period and a launch period. In teaser period, we had no media investments. In the day of launch, real-time content follow-up was held in order to make necessary optimizations on social media, search strategy and test drives. After the launch, automobile influencers also experienced real-time test drives in order to increase buzz and this was shared through social media to ehhance the reach of the campaign.
3. Creative
The creative idea was delivering the instant test drive, itself. So Getir, was the only touchpoint that could deliver this experience as it is an instant delivery app.
4. Innovation
This idea is the future of test drive which is the main KPI and also main challange of automotive sector. There is a great reluctancy to go to Showrooms and make a test drive under heavy traffic in big cities. Thus; the average monthly rate of test drives of Megane Sedan considering all over Turkey (80 cities) was 100 test drives; whereas together with Getir partnership this was the daily number realised only in Istanbul. As a consumer you just click on a button of your cell phone and test drive opportunity comes to your home in 10 minutes with a dedicated assistant with a deep knowledge of product where you can ask all of your questions and get instant answer. That's the “Rennovative” way of test drive.
5. Results
On the 3rd day of soft launch, 100 test drives by real consumers were realized with no media investment.
On the launch day, with the power of real time content monitoring and creation we entered trending topic list organically within first 20 minutes and got 6 million reach.
We also gained organic PR coverage which led to 161% increase in our positive brand perception.
In 30 day period, 500 test drives were delivered with 74% positive comments.
With this project we did not only drove 10x higher business KPIs with a groundbreaking approach but we also changed consumers expectation from a test drive by our ‘Rennovative’ strategic approach.
