!
!
!
!
!
!
!
!
!
!
!
!
!
Jay Chiat Awards
Shortlisted Entries
2012
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
Share a Coke
Ogilvy Sydney
BRAND EXPERIENCE
INNOVATIVE DESIGN
SOCIAL MEDIA STRATEGY
!
!
!
!
Happiness
is social.
Executive Summary
The ‘Share a Coke’ campaign gave teens and young adults an exciting
reason to reintroduce ‘Coca-Cola’ into their repertoire. ‘Coca-Cola’, once
more, became social currency and a significant part of popular culture.
Instead of putting the brand on a pedestal, we started with the product.
Instead of thinking about media neutral ideas or big, glossy TVCs, we
started at the shelf. This innovative, strategic thinking concluded in a
ground-breaking idea that delivered strong sales results and is sure to
be a valuable starting point for future campaigns.
Background
‘Coca-Cola’ faced two distinct challenges:
1. Increased competition:
ŏ
đŏŏŏ,(!0$+.ŏ+"ŏ+),!0%0+./ŏ,.+2% ! ŏ(0!.*0%2!ŏ/+(10%+*/ŏ0$0ŏ0,,! ŏ%*0+ŏ0$!ŏ$!.0(* ŏ+"ŏ
‘Coca-Cola’: being consumed when people come together, connect and share a good time.
2. Fickle teens and young adults:
ŏ
đŏŏ0.+*#ŏ.* ŏ$!(0$ŏü#1.!/ŏ % ŏ*+0ŏ0.*/(0!ŏ%*0+ŏ".!-1!*0ŏ,.+ 10ŏ/(!/ċŏ
The resulting
business problem:
!!*/Čŏ+1*#ŏ 1(0/ŏ* ŏ+1/!$+( ŏ$+,,!./ŏ3!.!ŏ15%*#ŏę+ġ+(Ěŏ(!//ŏ".!-1!*0(5ċŏ
In fact, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the previous
āĂŏ)+*0$/ŏĨ+1.!čŏăŏ1.2!5ŏ1/0.(%ŏ!.ŏ* ŏĂĀāĀĩċŏ
* ŏ3$!*ŏ5+1ŏ(+/!ŏ0!!*/Čŏ5+1ŏ(+/!ŏ0$!ŏ*!40ŏ#!*!.0%+*ŏ+"ŏ 1(0/ŏ* ŏ+*/!-1!*0(5ŏ
jeopardise long-term customer value.
Being fully aware of the business problem
‘Coca-Cola’ defined the marketing objectives as:
1.
ŏ
ŏ
Increase consumption:
đŏ*+1.#!ŏ+1.ŏ0.#!0ŏ1 %!*!ŏ0+ŏ+*/1)!ŏ0$!ŏ,.+ 10ŏ)+.!ŏ+"0!*ċ
đŏŏ2!ŏ)//ŏ,,!(ŏĨ!!*/Čŏ+1*#ŏ 1(0/Čŏ+1/!$+( ŏ$+,,!.ĩŏ3%0$ŏŏ1((Ě/ġ!5!ŏ
of 24 year-olds who have not had a ‘Coca-Cola’ for over a year.
2. Get people talking about ‘Coca-Cola’:
ŏ
ŏ
ŏ
đŏ!0ŏ,!+,(!ŏ0+ŏ/%0ŏ1,ŏ* ŏ*+0%!ŏę+ġ+(Ěċŏ
đŏŏ.!0!ŏ*ŏ% !ŏ0$0ŏ)'!/ŏŏ%#ŏ/,(/$Čŏ#!0/ŏ%*ŏ0$!ŏ,,!./ŏĨ%*ŏŏ#++ ŏ35ĩČŏ
disrupts and excites.
đŏ4%0!ŏ+1.ŏ/(!/ŏ"+.!ŏ* ŏ1/0+)!./ċ
Three insights informed the
strategy and consequently
the creative development:
1. Put the product at the center of our thinking:
Our teens and young adults admired the big, iconic summer campaigns of the past. Brand
love was healthy but product sales were in decline. We had to champion the product first and
"+.!)+/0ċŏ!ŏ$ ŏ0+ŏ)'!ŏė*ġ/$!("Ęŏ0$!ŏ,.%+.%05ŏ*+0ŏė+*ŏĘċŏ/ŏŏ.!/1(0Čŏ3!ŏ3*0! ŏ+00(!/ŏ* ŏ
cans of ‘Coca-Cola’ to become social currency, a must-have ticket item that gets talked about.
2. Help teens and young adults connect on a personal level:
Whether it’s at school, work or home, less time alone and more time connecting with friends,
family and even the odd stranger, makes us happier.
This should not surprise us. The sensory experience of social connection, something deeply
woven into who we are, helps our emotional and psychological wellbeing.1
Further, as adolescence progresses, the importance of peer relationships also increases
dramatically. Teens and young adults spend proportionally less time with family and
more time with friends, and these peer relationships become more intimate as they share
experiences and develop their personalities.2
That means that personal happiness is derived from being connected to others, and being
,.0ŏ+"ŏ/+)!0$%*#ċŏ,,%*!//ŏ%/ŏ/+%(ċŏ 0Ě/ŏŏ/$.! ŏ!4,!.%!*!ċŏ!ŏ3*0! ŏ0+ŏ$!(,ŏ+1.ŏ0!!*/ŏ
and young adults to connect with one another on a more personal, more meaningful level.
3. Re-unite Australians with the idea of getting together and sharing a good time
ŏ
over a ‘Coca-Cola’:
ŏ .%*'%*#ŏę+ġ+(Ěŏ$/ŏ(35/ŏ!!*ŏü.)(5ŏ.++0! ŏ%*ŏŏ/$.! ŏ!4,!.%!*!ċŏ(+((5Čŏę+ġ+(Ěŏ
$/ŏ!4!10! ŏ0$%/ŏ/$.! ŏ!4,!.%!*!ŏ%*ŏ)*5ŏ35/Čŏ".+)ŏ0$!ŏ%+*%ŏė%((0+,Ęŏ+))!.%(ŏ0+ŏ+1.ŏ
beloved “Polar Bears”.
āċŏ +$*ŏċŏ%+,,+Čŏ%((%)ŏ0.%'ŏĨĂĀĀĉĩċŏ +*!(%*!//čŏ1)*ŏ01.!ŏ* ŏ0$!ŏ!! ŏ"+.ŏ+%(ŏ+**!0%+*ċŏċċŏ+0+*ŏŏ* ŏ+.0+*ŏ+),*5ŏ *ċŏ!3ŏ+.'
Ăċŏŏ ($*!5Čŏ ċŏċČŏ*0+*%/$'Čŏ ċČŏ* ŏ((!*Čŏ ċŏċŏĨĂĀĀĉĩċŏė$!5ŏ(%'!ŏ)!Čŏ0$!5ŏ(%'!ŏ)!ŏ*+0Ęčŏ+,1(.%05ŏ* ŏ +(!/!*0/Ěŏ,!.!,0%+*/ŏ+"ŏ!,0*!ŏ,.! %0%*#ŏ
social "1*0%+*%*#ŏ+2!.ŏ0%)!ċŏ$%( ŏ!2ċŏĈĊĨăĩčŏĈĂĀĢĈăā
* ŏ0$!*ŏ0$!.!ŏ.!ŏŏ%((%+*ŏ/!.2%*#/ŏ+"ŏę+'!Ěŏ+*/1)! ŏ!$ŏ* ŏ!2!.5ŏ 5Čŏŏ/$.! ŏ!4,!.%!*!ŏ
that transcends borders and nationalities.
Despite teens and young adults longing for a ‘shared’ and ‘connected’ happiness, which of course
is the heartland of ‘Coca-Cola’, we discovered a tension in the market that we wanted to address.
The consumer tension
Whether it’s your best mate, your sister, or someone you’ve only just met, ‘Coca-Cola’ has always
been an integral part of people coming together. But with the world flocking to the digital space,
how we connect has started to change and, it would seem, the more friends we gather online,
the fewer we connect with in a personal way.
The creative idea
+0$%*#ŏ.!)%* /ŏ1/ŏ)+.!ŏ+10ŏ0$!ŏ,!+,(!ŏ%*ŏ+1.ŏ(%2!/ŏ0$*ŏ0$!%.ŏü./0ŏ*)!/ċŏ$0Ě/ŏ3$5ŏ3!ŏ
,.%*0! ŏ0$!ŏāĆĀŏ)+/0ŏ,+,1(.ŏ1/0.(%*ŏ*)!/ŏ+*ŏ+1.ŏ+00(!/ŏ0+ŏ.!)%* ŏ1//%!/ŏ*+0ŏ+*(5ŏ
of those currently in our lives, but also people we may have lost touch with, giving us a reason
to connect.
And thus, our ‘Share a Coke’
campaign was born.
Guiding principles
/! ŏ+*ŏ+1.ŏ).'!0%*#ŏ+&!0%2!/ŏ+1.ŏ),%#*ŏ3/ŏ%)! ŏ0+ŏ-1%'(5ŏ!+)!ŏ/+%(ŏ1..!*5ŏ
amongst family and friends. We therefore had to listen to what our consumers were doing in
response to the campaign in order to be able to surprise, to keep the campaign’s momentum up,
and spark further conversations.
We also acknowledged that across our three audiences, people would engage with the campaign
in different ways, to varying degrees and via different contact points. We had to create content
for people who wanted to get highly involved with the campaign as well as content for people
who just wanted to take part in the fun at a lower level.
That understanding formed the guiding principles for our campaign rollout:
1. T$%/ŏ%/ŏŏ/+%(ŏ),%#*ċŏ %/0!*ċŏ !.*ċŏ1.0!ċŏ &1/0ċŏ1.,.%/!ċŏŏ
2. Create a diverse spectrum of engagement that allows all to participate in the campaign.
Campaign roll out
Prior to the campaign launch, ‘Coke’ bottles with names on began appearing in fridges across
1/0.(%Čŏ((+3%*#ŏ+*/1)!./ŏ0+ŏ %/+2!.ŏ0$!ŏ*)!/ŏ+*ġ,'ŏ0$!)/!(2!/ċŏ
$!ŏ),%#*ŏ%0/!("ŏ(1*$! ŏ.+//ŏ0$!ŏ%##!/0ŏ3!!'!* ŏ%*ŏ1/0.(%*ŏ/,+.0Čŏ0$!ŏ ŏ* ŏ ŏ
.* ŏ%*(/Čŏ.!$%*#ŏăĀŃŏ+"ŏ0$!ŏ,+,1(0%+*ċŏ1.ŏĚ/ŏ"!01.! ŏ,$+0+/ŏ+"ŏ.!(ŏ,!+,(!ŏ3$+ŏ
shared their name, crowd-sourced from our fans.
To fuel media buzz, personalized ‘Coke’ cans were sent to local celebrities who invited their
network of fans to connect and ‘Share a Coke’.
In partnership with a radio network, we created 150 ‘name songs’ and broadcast them on-air
nationally. Consumers used these songs as inspiration to connect via Facebook.
1.%*#ŏ0$!ŏ1/5ŏ* ŏ(+*#ŏ +1.ŏ3!!'!* Čŏ+*/1)!./ŏ3!.!ŏ%*2%0! ŏ0+ŏ ŏŏ".%!* Ě/ŏ*)!Čŏ
3$%$ŏ3/ŏ,.+&!0! ŏ(%2!ŏ+*ŏ0$!ŏ%+*%ŏę+ġ+(Ěŏ/%#*ŏ0ŏ5 *!5Ě/ŏ %*#/ŏ.+//ċŏ$!5ŏ0$!*ŏ
received an MMS enabling them to share their friend’s name up in lights, via Facebook and email.
.0%%,0%+*ŏ* ŏ)//ŏ/$.%*#ŏ3/ŏ$%!2! ŏ0$.+1#$ŏ0$!ŏ!++'ŏ,(0"+.)ŏĢŏ,.+2% %*#ŏ
the tools to connect and ‘Share a Coke’ by:
ŏ
đŏ.!0%*#ŏŏ,!./+*(%6! ŏ2%.01(ŏę+'!Ěŏ*ŏ0+ŏ/$.!ŏ3%0$ŏŏ!++'ŏ".%!* ŏ
ŏ
đŏ '%*#ŏ0$!%.ŏ+3*ŏČŏ"!01.%*#ŏ0$!%.ŏ".%!* /ŏ,.+ü(!ŏ,%/
ŏ
đŏ$.%*#ŏ*5ŏ+"ŏ0$!ŏāĆĀŏę*)!ŏ/+*#/Ě
$+1/* /ŏ+"ŏ.!-1!/0/ŏ,+1.! ŏ%*ŏ"+.ŏ)+.!ŏ*)!/ċŏ!ŏ(%/0!*! ŏ* ŏ3!.!ŏ.! 5Čŏ3%0$ŏ'%+/'/ŏ0$0ŏ
toured 18 Westfield Shopping Centers inviting consumers to personalize a ‘Coca-Cola’ can with
*5ŏ*)!ŏ+"ŏ0$!%.ŏ$++/%*#ċŏ0%((ŏ.!-1!/0/ŏ'!,0ŏ+)%*#ŏ%*ċŏ!ŏ(%/0!*! ŏ0+ŏ+1.ŏ,0%2!ŏ!++'ŏ
audience and asked them who they wanted to ‘Share a CokeĚŏ3%0$ŏ)+/0ċŏ"0!.ŏćĆČĀĀĀŏ,!+,(!ŏ
got their say, 50 new names were released.
+)!ŏ,!+,(!ŏ3!.!ŏ/+ŏ%*2+(2! ŏ%*ŏ0$!ŏ),%#*ŏ0$0ŏ0$!5ŏ/$.! ŏ0$!%.ŏ/0+.%!/ŏ3%0$ŏ1/ċŏ* ŏ3!ŏ
broadcast this content to celebrate the connections we made throughout the campaign.
The Work
Packaging Design
Iconic ‘Coca-Cola’ Sign - Projection Event
The Work
Out of Home
If you know a Tara, share a Coke with
shareacoke.com.au
© 2011 The Coca-Cola Company. ‘Coca-Cola’, ‘Coke’, the Grip&Go Bottle and ‘Open Happiness’ are registered trade marks of The Coca-Cola Company. COCO2130/TARA/2
Share a Coke with
shareacoke.com.au
© 2011 The Coca-Cola Company. ‘Coca-Cola’, ‘Coke’, the Grip&Go Bottle and ‘Open Happiness’ are registered trade marks of The Coca-Cola Company. COCO2187/METRO/1520X1010/STEVE
Westfield Kiosks
The Work
Facebook - Name Songs and Virtual Can app
Celebrity Seeding of Packs
Broadcasting Personal Shared Stories
When I missed
my lecture, my bff put a
bottle on my desk, took a picture and
sent it to me. It said ‘You’re missed.’
– Natalie, 18, Killara
Share a Coke. Share a story.
Visit our wall at shareacoke.com.au
© 2011 The Coca-Cola Company. ‘Coca-Cola’, ‘Coke’, the Grip&Go Bottle and ‘Open Happiness’ are registered trade marks of The Coca-Cola Company. COCO2247
The Results
Our Return On Objectives exceeded expectations:
1. Increase consumption
ŏ
ŏ
ŏ
đŏŏ$!ŏ*+*ġ %!0ŏ.+*0! ŏ .%*'ŏ0!#+.5ŏ%/ŏ3+.0$ŏĸąċĆŏ* ŏ%/ŏ !(%*%*#ŏ%*ŏ2+(1)!ŏ5ŏġĀċĈŃċŏ
!0ŏ3!ŏ)*#! ŏ0+ŏ%*.!/!ŏ2+(1)!ŏ5ŏąŃŏ 1.%*#ŏ0$!ŏ3!00!/0ŏ1/0.(%*ŏ/1))!.ŏ/%*!ŏ
records began 111 years ago.
đŏŏ,!%ü((5ŏ3%0$%*ŏ+1.ŏ+.!ŏ0.#!0ŏĨ+1*#ŏ 1(0/ĩČŏ+*/1),0%+*ŏ%*.!/! ŏ/%#*%ü*0(5ŏ
during the campaign, increasing 7% (Source: 3MM P4W Consumption Oct-Dec 2011 B3
1.2!5ŏ1/0.(%ĩċŏ
đŏŏ1.0$!.)+.!ŏ*ŏ/0+*%/$%*#ŏĆŃŏ+"ŏ1/0.(%*/ŏ!#*ŏ0+ŏ .%*'ŏę+'!Ěŏ"+.ŏ0$!ŏü./0ŏ0%)!Čŏ+.ŏ"+.ŏ
the first time in over a year. The campaign marked a re-energising of a life-long relationship
with the world’s most iconic brand.
2. Get people talking about ‘Coke’ again.
ŏ
ŏ
ŏ
ŏ
đŏŏ!ŏ%#*%0! ŏ30!.ġ++(!.ŏ+*2!./0%+*/ċŏ!ŏ!.*! ŏŏ0+0(ŏ+"ŏāĂČĀĂĀČĀĀĀŏ)! %ŏ%),.!//%+*/ċŏ
đŏŏ.þŏ+*ŏ+1.ŏ!++'ŏ/%0!ŏ%*.!/! ŏ5ŏĉĈĀŃċŏ *ŏ1/0.(%Čŏ3!ŏ3!.!ŏ0$!ŏ*1)!.ŏ+*!ŏ)+/0ŏ
talked about Facebook page.
đŏŏĈćČĀĀĀŏ2%.01(ŏę+'!Ěŏ*/ŏ3!.!ŏ/$.!
đŏŏ* ŏăĈĉČĀĀĀŏ1/0+)ŏę+'!Ěŏ*/ŏ3!.!ŏ,.%*0! ŏ0ŏ(+(ŏ!/0ü!( ŏ ((/ŏ.+//ŏ0$!ŏ+1*0.5ċ
Please note that our objectives were achieved without changing the product, solely the
packaging, thereby creating a social currency that concluded in volume growth for ‘Coca-Cola’.
The growth was achieved without increasing distribution or discounting our product heavily.
ę+ġ+(Ěŏ%/ŏ$%#$(5ŏ/!/+*(ŏ,.+ 10ċŏŏ$+0ŏ/1))!.ŏ%/ŏ+1.ŏ.! ŏ* ŏ100!.ċŏ2!*ŏ)+.!ŏ
astonishing then is that the volume increase was achieved despite experiencing the wettest
1/0.(%*ŏ/1))!.ŏ/%*!ŏ.!+. /ŏ!#*ŏāāāŏ5!./ŏ#+ċŏŏ
!
!
!
!
!
!
!
!
!
!
!
!
!
Dove Ad Makeover
Ogilvy London
BRAND EXPERIENCE
CREATIVE TECHNOLOGY
FOR GOOD STRATEGY
SOCIAL MEDIA STRATEGY
!
!
!
!
The Dove Ad Makeover
Jay Chiat Planning Awards
Unlocking the social power
of the Dove brand
10 years ago, Dove’s Campaign for Real Beauty (CFRB) called out the fashion
and beauty industries for the way that their unrealistic stereotypes made
women feel about how they looked.
By 2012, women know a photo-shopped ad as soon as they see one, major
luxury brands are publicly challenged for retouching famous actresses beyond
recognition in their advertising, and 17-year-old girls are demanding that the
glossy magazines they read feature more real girls in their pages.
CFRB worked.
This paper tells how Dove applied the same brand insight in social media
to address a new, digital form of beauty anxiety. Along the way, it started a
debate that ended up in national newspapers, empowered legions of women
to make other women feel good, and challenged the status quo of what’s
acceptable advertising on Facebook.
Welcome to the tale of the Dove AdMakeover.
Full Paper
The Campaign for Real Beauty (CFRB) is one of the best-loved and most
talked-about communication ideas ever, and it made women feel good.
By showing how the unrealistic beauty stereotypes of the beauty and fashion
industries damaged self-esteem, Dove empowered women across the world,
and made a cultural impact that was felt far outside the realms of advertising.
It was founded on one central insight, which has continued to drive the brand ever
since – that too often beauty is a source of anxiety for women, not confidence.
Dove’s mission was to make women feel beautiful, not for its own sake, but
because feeling beautiful makes you happy.
Dove had called out the the
magazine, broadcast and beauty
industries for how they made women
feel, but the times had changed.
By 2012, new sources of beauty
anxiety were cropping up in places
that hadn’t even existed when the
original Campaign for Real Beauty
launched.
The Insight:
A new front in the battle for self-esteem
By 2012, social media accounted for a huge share of women’s media usage, with
Facebook the dominant platform. Women are 60% of Facebook’s users, they are
more active than men, access it more regularly, and spend more of their time there1.
For women, social media is an integral part of their life, a forum for self-expression,
and a way of sharing personal thoughts, content, and information about themselves
with other members of their friendship group. However, this also makes them
vulnerable.
Particularly when advertisers use the information that they give up to serve them
advertising like this:
What does it do to your self-esteem to have
your recent break-up prompt a targeted ad
that asks you why you’re “32 and still single?”
Should women have to put up with being
told that they need to lose weight when they
post about the cake they’re baking for their
children? Or be served ads offering them
breast enlargements and liposuction when
1.Source: Porter Novelli, “Men are from Foursquare, Women Are From Facebook”, Feb 2012
they upload holiday photos of them wearing
a bikini on the beach? These were the latest
media expression of a time-honoured method
of selling products to women – making them
feel bad about the way that they looked.
This time, however, it was personal.
We had identified a new source of beauty
anxiety for women – the same API that
serves diaper ads to new mothers
was also being used to target their
insecurities. In fact, many advertisers were misusing the rich personal data from
women’s social profiles to negatively target them, in a place where they should
be free to share their personal lives without having the details used against them.
The Strategy:
Social Media resistance
It wasn’t enough for us to just identify and point out the problem. We wanted to lift the
lid on the issue, and then empower the global sisterhood to tackle negative advertising.
Social had given us the problem, but it had to be an integral part of the solution too.
We needed the campaign to launch, grow and finish in social media for it to make
sense in the correct context.
To fulfil Dove’s brand promise, “Real Beauty by Real Women” we needed to allow
women to address the issue for themselves.
The challenge for communications was to design a campaign that women would
participate in.
The Creative Idea:
Giving Facebook advertising
a makeover
The Ad Makeover displaced negative advertising that preyed on women’s insecurities,
by adapting a technology intended for technically savvy marketers so that anyone
could create positive advertising for women to see on Facebook. Women made
the ads, Dove picked up the bill.
Dove outbid other advertisers on key terms that could be used to target women
negatively, ensuring a potentially negative ad was replaced with a positive one.
Facebook was the natural place to start the movement, both because of the size and
frequency of female usage of the platform, and because Dove had a highly-engaged,
passionate community of 8.6 million Facebook fans.
This social by design campaign began by discussing with our fans how they felt about
these negative ads. We followed this with a film to point out the issue, show what we
were proposing to do about it, and invite women to take part by using our app.
The app put a simple and user-friendly interface on Facebook’s ad buying system,
putting the power in women’s hands. Women could select from a list of messages
and simple designs and then choose the audience for it – women who were thinking
about love, family, health, etc.
We bought media by ‘thinking like the enemy’. This involved generating a list
of hundreds of targeting keywords that advertisers would use to target women
negatively: ‘pregnant’/‘boob job’/‘lonely’/‘single’/‘bikini diet’ etc.
A system of double bidding against these keywords using Facebook’s Marketplace
API ensured that ads developed by real women would always take the place of ads
from negative advertisers.
Women’s support was not only posted on their wall, or advertised to other women
in their friendship network, but to all other women using Facebook in their country.
Nudging along the customer journey
As architects of the user experience, we built behavioural economic nudges into the
consumer journey.
We harnessed relativity with the campaign video, by offering women a simple choice:
would you like other women to see negative advertising that makes them feel bad,
or positive beauty messages?
We built commitment and status quo bias into the UX design. Women weren’t
asked for any Facebook permissions until after they’d built the positive message
that others would see.
We fed herding by using Facebook’s sponsored stories ad format that notified women
when other members of their friendship group had interacted with the campaign.
We structured the user journey so that, much like a charitable transaction, it made them
feel good in a number of ways: firstly, they got the warm glow of altruism for helping out
other women; secondly, it posted a notification about their participation to their profile
for others to see; thirdly, it notified their friends when several people in their friendship
network interacted with it, feeding a digital movement.
The results
The campaign launched first in Australia and Brazil, our two markets with the most
active and engaged Facebook users.
In just two weeks, in just these two countries, advertising by real women displaced
171 million potentially negative pieces of advertising 2. Along the way, the campaign
earned 253 million free media impressions 3 on news websites like the Huffington
Post, Mashable, and Perez Hilton’s blog, giving the campaign a total reach of 29
million women and ensuring that the debate travelled outside Facebook and into
broadcast media, without any additional media spend.
The campaign upped Dove’s viral reach on Facebook by 87% 4, so that women were
hearing about the brand through their friends, rather than through paid advertising.
Most importantly, 71% 5 of the women who interacted with the app said that it
made them feel more beautiful. This suggests that in addition to the impact of the
2.Source: Facebook AdTracker 3.Source: Unilever PR & Media Tracking, May 2012 4.Source: Facebook AdTracker, vs Dove FB weekly
average viral reach 5.Source: Facebook Opinion Poll 6.Source: Comscore US Display Advertising Market Report, May 2011
positive ads, being part of a global movement to seize control of their social media
environment and remove negative advertising also made women feel beautiful.
The campaign has subsequently launched in the UK and is being rolled out globally
by Dove.
The AdMakeover challenged the status quo of what’s acceptable advertising on
Facebook, a platform that serves 1.3 trillion ads a year 6. The social change our
campaign affected with the help of real women will have positive consequences long
beyond its lifespan, and has made sure that there is one less source of beauty anxiety
to get in the way of women feeling beautiful.
!
!
!
!
!
!
!
!
!
!
!
!
!
Finding True North
Ogilvy Shanghai
BRAND EXPERIENCE
!
!
!
!
!
!
SUMMARY
This is the story of a brand that, in the chaotic of booming China, lost its
direction but then found it again by helping urban Chinese find theirs.
It's also a case of how in the immature Chinese advertising market, where
media spending is often the primary weapon, cultural analysis was the secret
to shaping a category-breaking solution that went beyond communications.
It is a story of how a small spark started a prairie fire.
GOOD BUSINESS ?
In the past 10 years, the Chinese outdoor apparel market had rocketed to a
1 billion USD business. Riding on the wave, The North Face has also been
enjoying solid sales growth year on year. While a booming category offered
many reasons to be excited about the future, there were other things that
gave rise to worries.
As the brand that pioneered the entire outdoor exploration movement, The
North Face built its world-leader name through unrivalled understanding of
authentic outdoor exploration. Ironically however, growth in China was
fuelled by the inauthentic 'outdoor lite' lifestyle that major competitors
Columbia and local brand Toread, had established years before The North
Face arrived. Chinese consumers were buying technical outdoor apparel for
as a fashionable and novel way to stay warm and dry on the urban
footpaths, miles away from the wiles of a real outdoor trail the products were
designed for.
The North Face wanted to take advantage of the window of growth, but not
at the price of losing precious authenticity.
e.g. “Outdoor Lite” lifestyle communication from Columbia and Toread in year 2010
COMMUNICATION ALONE CAN’T FIX IT
To fuel the growth communication was the conventional solution. And so for
several years, The North Face reached out as competitors did, to its rich pool
of global brand assets including endurance athletes, in an attempt to define
outdoor authenticity through the lens of physical exersion. The formula was
to be the ‘Nike of the outdoors’.
However despite all the best intentions, it just didn't work in China as it did in
the USA. Brand tracker report showed that after several years, brand
awareness and key brand attributes hadn’t changed. Meanwhile, our
nemesis competitors blasted the market with three times the media we had
and ensured that they were beyond the reach of The North Face.
To figure out what went wrong and how to make it work, the company
approached the agency. Through qualitative research we were realised that
consumers found the depiction of outdoor athleticism too remote and
intimidating for the average 'urban explorer'. The advertising didn’t persuade
consumers to venture outdoors, and in fact, they said the idea of climbing
vertical cliff faces was simply 'irrelevant', 'undesirable' and even 'dangerous'.
The team felt trapped between the brand’s global strategy of outdoors
athleticism and a local market that wasn’t ready to embrace such extremism.
How do grow in a way that was true to the authenticy vital to The North
Face?
e.g. The North Face adaptation advertising launched in China in 2010
UNDESIRED FOR MORE THAN 150 YEARS
For the first time, the agency‘s planning team was invited into the process. We
realised that we needed a new approach and found inspiration in Douglas
Holt’s philosophy of ‘Cultural Strategy’1 and the way culture can be a source of
innovation. Early on, it felt that opportunities lay in stepping back from the
category’s obsession with the way outdoor apparel looked against a mountain
backdrop and instead tackled the bigger question of how urban Chinese felt
about the outdoors itself.
We needed to stand on solid foundations so we first went to academia of all
places, with Jonathan Spence’s explanation of China’s transformation from its
ancient to modern self2. We learned how the Qing Dynasty opened its gate to
international trading in 1850 and brought richness to the coastal cities. All
things ‘urban’ became the pinnacle of aspiration at the expense of the ‘rural’.
Fast forward to the 1990‘s and truckloads of foreign investment. The cities
were the exciting places of change whereas rural China (a.k.a. the outdoors)
become defined by the character “Tu” ( ), meaning they were ‘dirty’, ‘crude’
and even ‘uncivilized’. These deeply seated beliefs meant that while outdoor
apparel was novel to a minority, it was simply irrelevant to the larger audience.
For a brand that wanted to own authentic “outdoor exploration”, these were
substantial barriers .
1 Cultural
Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Douglas Holt and Douglas
Cameron
2 The Search for Modern China (2nd Edition), Jonathan. D. Spence
A SPARK OF FIRE
Yet there was more than a glimmer of opportunity. We were blessed to have
as a colleague ethnographer Dr. Michael Griffiths who had spent more than
12 years studying China’s nether regions1. He told us of an emerging
pheonomenon called ‘NongJiaLe’ (
or ‘Happy Peasant Life), where
some city people were breaking with tradition by driving from the cities to the
countryside on weekends to live like peasants. They were seeking get-aways
from the mounting social and economic pressure of city life.
We looked into this further and found signs of a similar trend emerging
across China. People seemed to be having second thoughts about their
pursuit of a standard successful life. Money still matters a lot, but the sideaffect of rapid wealth development made them start to have this nostalgic
feeling towards the old days when life was simpler and happier. And outdoors
became the perfect exit because of its welcome sense of freedom from the
control of city life.
Fragments of the cultural audit revealing the beginnings of a rebellion against the ‘material dream’. Left:
“They (men carrying house and car) are the new social classes”
And when we met some of these ‘NongJiaLe’ adventurers we realized that
experiencing the outdoors and rural life had become a valuable source of
rare and emotive story telling to timid friends back in the city. The outdoors
had the potential for ‘social caché’ that gave rise to enthusiastic sharing on
China’s booming social networks ever eager for novelty.
It was at this discovery that we knew we had a game changing opportunity.
Not only had we defined the meaning for people to go outdoors, but we also
found the format to start the movement – not just through communication, but
also through offering actual outdoor adventure experience on a much bigger
scale.
Chinese Consumers: The Romantic Reappraisal, Michael B. Griffiths, M. Chapman, F. Christiansen,
Ethnography 11 (3)
1
FINDING TRUE NORTH!
When the Chinese say they ‘Can’t Find the North’ (
), it means
they have lost their way, or their sense of direction in life. It’s a deeply felt
idiom, more now so than ever. We realized this very idiom could be turned
on its head as a rallying cry to join outdoor exploration.
With the help of Chinese culture, the agency repackaged the outdoors not
as a beautiful postcard but as a way to re-find yourself with a hiking event
aimed at regular urbanites: “Finding True North” (
).
CREATIVE APPROACH
WE STARTED FROM THE SOUTH
To make it a national movement, we designed a route from Guangzhou in
the South of China to Mohe in the far North that took in 10 key welldeveloped cities along the way. With the support of print and OOH campaign
launch, we recruited people through campaign online platform to join our
mission to the north. At each stop, the ‘True North’ team designed a series of
outdoor activities (hiking, mountain biking, etc) that not only took people
from the center to the northernmost point but also gave them an authentic
experience of outdoor exploration.
GETTING THE WORD OUT IN REAL TIME
To make the exploration experience more engaging and recognize
everyone’s good efforts, we partnered with Weibo (a.k.a. China twitter) and
leading location-based-service SNS Jiepang.com (a.k.a. China Foursquare).
At each checkpoint, participants were able to check-in and unlock
achievement badges via their mobile phones, which were then shared
across social media to further push this social movement.
TO THE COUNTRY’S TRUE NORTH
The top 9 performers from the first 9 cities were then invited to join an
exclusive group that would set out from Mohe, in Northern China, to the
country’s ‘True North’ point. And best performing participant will be trained
by The North Face so as to join the ultimate finale – an exploration trip to the
North Pole.
IGNITING A SOCIAL MOVEMENT
Reflecting The North Face’s brand ambition ‘To Inspire a Global Movement of
Outdoor Exploration’, ‘Finding True North’ campaign was like a snowball that
just grew and grew as it rolling toward the north.
•
•
•
•
•
•
•
•
2,059 urban north finders joined the exploration team in total
3.28 million hits were generated on campaign website
Over 1 million campaign topic posts generated on social media
Brand Weibo fans more than tripled to 73,274
162,544 campaign mobile check-in badge unlocked
21 outdoor magazines followed campaign with 111 articles published
Travel channel on TV followed the journey and produced a campaign
documentary
Total earned media value at 2.14 million USD
What’s more important was The North Face not only helped all the participants
find the north, but also helped them find the emotional connection between
people, the significance and direction of life.
PLANNING THE LEADERSHIP
With the outdoor category expected to grow by around 30% in 2011, by
building the cultural relevance of authentic outdoor exploration and executing it
beyond communication, The North Face out-grew the category by 58% and
increased its brand awareness from 7% to 15% at the same time without extra
media investment.
The strategy helped us to eat away the market share from Columbia, its
biggest competitors under that fact that the latter outspent us by 2.3 to 1. And
what’s more significant is that The North Face’s awareness to purchaseintention conversion rate was significantly higher than its rival (i.e. 41% higher
than that of Columbia in 2011), suggesting that those with any interest in the
category now see us as the ‘Real Deal’.
In the end, we helped The North Face to truly differentiate itself in the market
without losing its authenticity DNA. We did so by looking at how we could
define the relationship between the market and the outdoors through a cultural
POV and how we could really help people to experience it.
The ‘True North’ not only guided the people but also the brand itself to a
meaningful direction.
!
!
!
!
!
!
!
!
!
!
!
!
!
Magazine You
Etco/Ogilvy, Brazil
SOCIAL MEDIA STRATEGY
!
!
!
!
MagazineYou.,,
A,new,page,in,the,social,
commerce,history.!
!
Summary,
!
We!all!know!how!the!Internet!and!especially!social!networks!
have!revolu6onalized!our!lives,!and!the!lives!of!so!many!brands!
and!businesses.!For!those!working!for!retail!brands,!these!
changes!have!even!more!implica6ons.!Who!never!heard!the!
future!of!retail!is!digital?!!
!!
This!case!is!about!how!Magazine!Luiza,!one!of!the!largest!
retailers!in!Brazil!managed!to!develop!an!innova6ve!digital!
plaDorm!to!expand!its!business!by!combining!the!very!essence!
of!people!and!purchasing!with!the!true!nature!of!social!
networks.!And!how!strategists!managed!to!posi6on!and!launch!
such!innova6on!in!a!relevant!way!to!people.!
!!
MagazineYou!is!a!real!benchmark!for!retailers!who!want!to!
develop!a!social!commerce!strategy.!It!proves!that!the!best!
algorithm,is!really!a!friend’s!recommenda6on!by!achieving!
20,000!digital!stores!in!2!weeks,!surpassing!its!1Lyear!goal!of!
10.000!stores!and!reaching!a!conversion!rate!40%!higher!than!
their!eLcommerce!opera6on.!
!!
!
Challenge,
Magazine!Luiza,!one!of!the!largest!chains!of!household!good!stores!in!
Brazil!wanted!to!significantly!expand!its!deals.!But!how!could!they!do!
it!being!already!present!in!the!whole!country!with!727!conven6onal!
stores!and!owning!the!second!largest!eLcommerce!opera6on!in!Brazil?!
They!needed!a!breakthrough!idea.!
!!
Strategic,thinking,
We!all!know!word!of!mouth!is!the!best!adver6sing.!And!in!Brazil!that!
is!especially!true.!Brazilians!are!known!for!being!one!of!the!most!
sociable!people!in!the!world.!The!Internet!just!boosted!it.!We’re!
already!the!4th!country!in!number!of!social!network!users!(36MM).!!
We!are!also!powerful!eLcommerce!consumers.!Forrester!Research!
projected!a!growth!of!+178%!in!Brazilian!eLcommerce!un6l!2016.!!
!
So!Magazine!Luiza!thought,!“what!if!we!combined!a!social!network!
with!our!eLcommerce!opera6on?!We!could!rapidly!mul6ply!the!
number!of!“points!of!sales”’.!It!sounded!powerful.!While!the!beta!
version!was!being!tested,!a!mul6disciplinary!team!was!challenged!to!
posi6on!it.!
!!
!
!
If#I#had#to#guess,#social#commerce#is#the#next#thing#to#blow#up”!
!
Mark!Zuckerberg!
!!
The#very#nature#of#social#commerce#
!!
To!posi6on!MagazineYou!to!the!market!we!revisited!a!lot!of!
concepts!about!the!essence!of!social!networks.!We!were!looking!
for!a!proposi6on!that!was!as!“social”!as!it!was!“commerce”.!And!
that!led!us!to!a!few!key!premises!for!the!work:!
!
1.
!
2.
!
3.
!
4.
!!
IT!IS!ABOUT!PEOPLE.!In!the!essence!of!digital!rela6onships,!people!
relate!to!people.!Companies!don’t!relate!to!people.!How!do!we!
make!it!as!personal!as!possible?!A!friend!to!friend!thing.!
IT!IS!ABOUT!CONTENT.!Social!networks!are!about!expressing!ones!
personality,!genera6ng!content!about!oneself!that!reinforces!who!
we!are!(or!want!to!be).!We!had!to!show!“what!you!sell!says!
something!about!you”.!
IT!SHOULD!BE!“POP”.!What!makes!a!successful!plaDorm!is!mainly!
the!user!experience!(that!should!be!great)!and!the!volume!of!
people!using!it.!How!do!we!invite!people!to!experience!it!and!how!
do!we!make!the!plaDorm!invi6ng!and!open!to!everyone,!to!
respond!to!the!business!challenge?!
HONESTY!RULES.!Transparency!and!honesty!are!a!premise!of!the!
digital!world.!In!the!case!of!a!social!commerce,!assuming!the!fact!
that!the!person!would!make!some!extra!money!was!key.!Not!only!
because!of!the!web!environment!but!especially!because!Magazine!
Luiza!is!a!big!retailer!and!they!are!very!proud!of!being!“sales!
people”.!What’s!wrong!with!selling?!!
The#very#nature#of#people#and#purchasing:#
people#trust#friends#more#than#they#trust#
brand’s#adver>sing#
!
The!team!observed!that!most!people!ask!for!a!friend’s!
recommenda6on!before!they!purchase!something.!First!because!
they!want!an!honest!point!of!view!from!person!they!trust,!
second!because!there’s!always!someone!close!who!is!an!
“expert”!in!something.!A!coLworker!who!is!an!expert!in!
computers,!a!cousin!who!is!passionate!about!photograph.!A!
friend!who!loves!to!cook!and!gives!precious!6ps!on!kitchenware.!!
!!
Research!studies!just!proved!what!we!saw!in!real!life:!
The#Insight:#
In!the!heart!of!friends!rela6onships!we!found!something!really!
powerful.!Our!friends!know!us!beher!than!anyone.!They!know!our!
desires,!our!needs!and!even!if!we!are!broken!or!not!to!realize!them.!
Friends!know!if!we!just!moved!together!and!need!a!new!microwave,!if!
we!want!new!computer!or!when!we!are!going!to!travel!and!might!
need!a!travel!bag.!!
No#one#knows#beAer#than#you#what#your#friends#want!
The,idea,
#
As!a!friend’s!endorsement!is!much!more!reliable!than!a!comment!
made!from!a!commercial!impersonal!store,!Magazine!Luiza!created!
MagazineYou.!An!applica6on!for!Facebook!and!Orkut!that!allows!
social!network!users!to!open!their!own!personal!store!with!up!to!60!
products!chosen!from!www.magazineluiza.com.br,!give!it!a!
personalized!name!(E.g..!Magazine!John,!Magazine!Meg),!add!a!
review!and!share!it!with!their!friends.!!
!
For!each!sale!made!through!the!plaDorm,!the!user!earns!a!
commission!of!2,5%!or!4,5%!paid!directly!into!his!banking!account.!
Sounds!good?!It!gets!beher.!It’s!100%!free!and!Magazine!Luiza!is!
responsible!for!the!whole!opera6on,!from!inventory!and!payment!to!
delivery,!guaranteeing!the!safety!of!the!plaDorm!and!no!headache!
for!the!user.!!
!!
Did#you#know#the#word#
“Magazine”#in#Portuguese#
means#“Store”?##So#
MagazineYou#means#
“YOUSTORE”#or#“YOUMART”#
The#crea>ve#concept#
!
The!next!step!was!to!find!a!crea6ve!concept.!When!analyzing!other!social!
networks!posi6oning!statements!we!saw!that!they!are!very!focused!on!what!
the!plaDorm!does!!E.g..!Twiher!=!what’s!happening?!YouTube!=!broadcast!
yourself.!What!they!say!define!what!they!do.!!
That!inspired!us!to!find!a!concept!that!was!simple!and!that!would!explain!what!
the!plaDorm!was!about!and!that!would!balance!both!its!“social”!and!its!
“commerce”!aspects.!
!
,
“MagazineYou.,Your,store,to,your,friends”,,
Examples!of!stores,,
PresenAng,MagazineYou,to,the,market!
!!
Rela>onships#maAer#
!
Magazine!Luiza!is!a!company!with!very!strong!culture!and!values.!One!of!
the!client’s!key!concerns!was!how!the!sales!people!would!receive!the!
plaDorm!and!possibly!see!it!as!a!threat.!Would!they!lose!sales?!
!!
So!they!first!thing!they!did!to!drive!out!any!type!of!fear!and!to!get!their!
commitment!to!the!project!was!to!introduce!it!first!to!employee’s!families!
–!espouse,!kids,!rela6ves!in!general!–!through!their!own!internal!media!
channels.!Sales!people!not!only!experienced!it!and!saw!its!value,!but!the!
ini6a6ve!worked!as!a!“pilot”.!It!was!a!great!success.!1.000!stores!were!
opened.!
!!
!
Green#Light!#
!
The!next!step!was!to!launch!it!to!the!market.!Client’s!marke6ng!objec6ve!
in!Jan/12!was!to!open!as!much!stores!as!possible.!More!specifically:!
10.000,stores,in,1,year.!The!communica6on!goals!were!to!generate!
interest/curiosity!and!drive!people!to!the!website!
www.magazinevoce.com.br!so!people!could!get!more!informa6on!on!how!
to!join!on!its!tutorial!video.!
!!
The!strategy!was!100%!digital,!which!is!where!our!target!was:![social!
networks!users!+!e.commerce!users].!The!online!media!strategy!was!very!
performance!focused!but!we!got!some!reach!through!the!use!of!large!
portals.!MagazineYou!was!launched!with:!!
!
• SEO!and!SEM!strategies!
• Facebook!ads!
• GDN!(Google!Display!Network)!
• Banners!in!the!home!of!big!Brazilian!portals!!
!!
Online Banner
Launch video 60’’ (online)
Website
Tutorial video
The!strategy!was!also!boosted!by!other!ac6ons!that!added!buzz!and!“popularity”!to!
the!campaign:!
!
• A!cultural!contest!posted!in!Magazine!Luiza’s!social!network!channels!with!the!
ques6on:!“Magazine!Luiza!is!changing!its!name.!Guess!what!it!is!”.!The!best!
answer!win!a!“virtual!store”.!!To!promote!it,!for!3!days,!Magazine!Luiza!took!the!
“Luiza”!out!of!the!its!logo!in!the!façade!of!its!flagship!store!in!one!of!the!highest!
traffic!avenues!in!Sao!Paulo!bringing!the!discussion!to!the!“real!world”.!!
•
Kidnapping!of!the!biggest!social!phenomena!in!the!web!by!the!6me!of!the!
launch!and!using!her!in!a!video!to!endorse!the!plaDorm.!
Buzz!for!the!Cultural!Contest,
at!the!flagship!store!
Kidnapping!biggest!social!phenomena!in!
the!web!by!the!6me!
Magazine!Luiza!channels!in!the!social!networks!(Facebook,!Twiher!and!Blog)!
•
In!May/12,!MagazineYou!sponsored!the!Corinthians!soccer!team!tLshirt!(2nd!
biggest!cheer!in!Brazil)!in!a!key!game!of!the!championship.!All!players!played!
with!personalized!uniforms:!“Magazine!NAME!OF!THE!PLAYER”.!!
We!also!sponsored!the!radio!narra6on!of!the!game.!When!announcing!the!
lineLup,!the!narrator!spelled!each!player’s!name!as:!MAGAZINEPAULINHO,!
MAGAZINERALF,etc.!
Auer!the!game,!we!filmed!Paulinho,!who!scored!the!decisive!goal,!opening!
his!store.!All!team!players!also!opened!their!virtual!stores!auer!the!game.!!
Results!
##
20,000#new#stores#opened#using#a#new#kind##
of#sales#force:#YOU#
#
#
To!prove!that!the!best!algorithm!is!a!friend’s!recommenda6on,!
the!results!were!unbelievable.!MagazineYou!achieved!20,000!new!
stores!in!the!first!2!weeks,!surpassing!its!1Lyear!goal!of!10.000!
stores.!5MM!people!were!impacted.!The!conver6on!rate!for!
MagazineYou!became!40%!higher!than!their!eLcommerce!rate.!
!
With!the!soccer!sponsoring!the!daily!average!of!online!store!
opening!went!from!300!stores/day!to!3.000stores/day!during!1!
week!and!a!half!auer!the!event.!
!
With!this!breakthrough!ini6a6ve,!Magazine!Luiza!has!made!each!
“spreader”!work!like!a!new!company!site!using!his!social!network!
to!promote!products!that!have!to!do!with!him,!and!also!his!
credibility!to!sell!oneLtoLone!to!his!friends!and!make!same!extra!
money.!Auer!all,!no!one!knows!beher!than!you!what!your!friends!
want.!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
Be The Coach
Ogilvy South Africa
BRAND EXPERIENCE
!
!
!
!
BE THE COACH
CARLING BLACK LABEL CUP
AAAA JAY CHIAT AWARDS
CAMPAIGN FOR BRAND EXPERIENCE
SUMMARY
The Carling Black Label (CBL) BE THE COACH campaign stopped a brand in free fall.
CBL, South Africa’s (SA) biggest beer brand, had been declining for 4 years. Its
masculine positioning had become less relevant in a changing society. A new
advertising campaign was working hard at rebuilding the hearts and minds of
existing users, but all strategic analysis pointed to the need to get lapsed users to
re-evaluate and reappraise the brand.
CBL needed a dramatic intervention...
We started by exploring our markets’ passions and their passion for soccer in
particular. Tapping into soccer isn’t new, but what was new was the insight that
these men felt that they could do a better job than the coaches. Why? Because of
their intimate and deep knowledge of their teams and each player in the team.
For a brand centred around masculinity, this insight was gold!
The campaign aimed to affirm our masculinity positioning by putting ordinary men
in charge of their favourite soccer teams, giving them the power to choose their
teams and make substitutions. For the first time ever, ordinary men had the power to
‘be the coach’...
And the results were spectacular.
CULTURAL INSIGHT
MASCULINITY IN FLUX
CBL, a slightly stronger beer, was introduced to the SA market in 1967. Based on
its intrinsic profile, the brand has always been positioned around masculinity and
has used various campaigns to successfully entrench it as SA’s No.1 beer brand.
CBL has always sought to reflect a masculinity of the time. In the 1960’s & 1970’s
this was done through the Cowboy. Through the late 80’s & 90’s as SA struggled
to break the shackles of an oppressive regime, the proud Blue Collar worker, the
selfless nation-builder, came to represent a set of masculine values that had
significant cultural relevance at the time.
Beginning in the early 2000’s, as SA fledgling democracy entered a stage of maturity,
masculinity began to evolve in SA, & CBL’s brand of robust hard working masculinity
became less relevant. The identity of African men was in transition. Reflecting a
society in rapid change, with new opportunities opening up, SA & SA masculinity was
evolving quickly.
Masculinity rooted in physicality was on the wane & a more multi-dimensional
masculinity was emerging. In-depth qualitative & innovative semiotic research
highlighted that masculinity in SA was becoming less about ‘respect earned though
physicality’ & more about ‘earning admiration & respect through winning in many
spheres of life’. ‘Winning in all spheres of life’ was interesting to CBL because the
brand has a long history of winning in brewing competitions around the world. It is
in fact, SA’s most awarded beer. CBL is a champion beer & to revitalise its masculine
positioning, CBL positioned itself as the ‘Champion beer for Champion men.’ We
needed to make our target audience feel that by drinking CBL, they were Champions.
Strategically however, the real challenge for CBL was bringing this proposition to life
in a relevant & engaging way.
What could we do that would literally shake our lapsed users out of their slumber &
reenergise this once proud, strong & dominant brand?
INSIGHT INTO PASSION
Building on the cultural insight, we delved into our target audience’s passion points...
Soccer is a religion in SA. It’s what brings SA men together. It’s what dominates
conversations in pubs & taverns when men get together for a beer.
In SA there are two teams that rule the roost – Kaiser Chiefs & Orlando Pirates.
When they play it’s one of the world’s largest & most celebrated Derby games (SA’s
‘el classico’). During the lead up to Derby Day, friends & families are divided based
on whose colours they wear. The country is literally, split in half.
The insight we isolated was that our target, or “experts” as they like to believe,
were growing increasingly impatient & intolerant of what they perceived to be
shoddy managing on the part of the foreign coaches.
And they’d become increasingly frustrated over the years as the foreign coaches
were not fully in tune with the local flavour & culture of local football. This could be
observed in the way the fans engage with the game on match days – especially the
various hand signals that‘ve been developed to indicate what should be happening
on the field. For our target, deep knowledge of their teams & their players is a
fundamental part of being a successful manager. They felt they could do better...
BE THE COACH
To celebrate the ‘skill & knowledge’ of our ‘Coaches’, we developed an interactive
campaign that empowered them to literally, BE THE COACH (BTC).
Our ‘Coaches’, would, for the first time, have the opportunity to select their team.
But, we took it a step further & gave our ‘Coaches’ the chance to make one live
substitution on game day.
BTC was designed to be more than just a sport sponsorship; it celebrated the
spectators & their understanding of the game, & elevated them beyond being fans,
to active participants.
To ensure that all potential ‘Coaches’ were able to exercise their right to BTC,
the campaign utilised the most ubiquitous technology around, a medium that all
South Africans had access to – a mobile phone.
RESTRICTED ACCESS
While SA has almost full mobile phone penetration, internet access is still limited
to the top end of the market.
The lower end, the main CBL audience, is predominantly a feature phone, prepaid
market. Barriers to digital access & engagement were identified:
•
High data costs (some of the most expensive in the world)
•
Lack of access to smart phones – very expensive to purchase outside of fixed
term contracts
Phones are therefore mostly utilised in a controlled manner (SMS & USSD) in order
to regulate costs.
Based on this behavioural knowledge, we created an integrated & engaging
campaign with accessible digital elements.
THE GAME PLAN
Votes were linked to sales - one beer, one vote. Unique underliner codes from bottle
caps allowed consumers to vote through USSD, Mobisite, microsite or facebook.
The campaign had two phases.
PHASE 1
To create mass awareness, traditional media was used, inviting ordinary men to
become the coaches of their favourite teams.
TELEVISION
PRINT
BE THE COACH
SELECT YOUR
PLAYERS
From Wednesday 1 June, Carling Black Label is giving you the power to coach
one of South Africa’s champion teams in the Carling Black Label Cup. Kaizer
Chiefs and Orlando Pirates will go head to head on the 30th of July at Soccer
City and you will select your players. It’s your turn to be the coach.
1
2
Buy a Carling Black Label
and follow the instructions
on pack.
SEE YOUR TEAM AT
HTTP:// WWW.BETHECOACH.CO.ZA
3
Choose your team.
PROMOTION RUNS 1 JUNE - 30 JULY 2011.
TERMS AND CONDITIONS APPLY
4
Select your player.
ENTRY IS FREE.
INDEPENDANTLY AUDITED BY
Follow the URL to see how
your team is shaping up.
CHAMPION MEN
DESERVE CHAMPION BEER
We placed posters & POS in the on & off trade to remind consumers to participate.
POS
CAN YOU YOU COULD WIN A
SELECT A CHAMPION COACH’S
CHAMPION? EXPERIENCE
RUUD GULLIT
- Champion Footballer. Champion Coach.
1
Buy
Carling Black Labels
2
Fill out your entry envelope
and enclose your till slip
Choose the Champion Taste of Carling Black Label
in the taste test and you could
3
WIN 1 OF 96 VIP TRIPS FOR 2
to the Carling Black Label Cup.
DATE
TIME
PROMOTION RUNS 1 JUNE - 30 JULY 2011. ENTRY IS FREE.
CHAMPION MEN
DESERVE CHAMPION BEER
POSTERS
CHAMPION MEN DESERVE
A CHAMPION PARTY
CATCH
TKZEE
& DJ TUMZO
FOR DERBY DAY PRE-MATCH ENTERTAINMENT
DATE: Saturday 30 July 2011
PLACE: The Carling Black Label Gig Rig, Soccer City
TIME: 12:00pm. Kick-off is at 3:00pm.
ENTRY IS FREE to the Carling Black Label Corner (opposite Entrance ‘B’)
RUUD GULLIT
- Champion Footballer.
Champion Coach.
CHAMPION MEN
DESERVE CHAMPION BEER
win a Champion
WIN! YouCoach’scouldexperience
SEE YOUR TEAM AT:
HTTP://WWW.BETHECOACH.CO.ZA
PROMOTION RUNS 1 JUNE - 30 JULY 2011. ENTRY IS FREE.
CHAMPION MEN
DESERVE CHAMPION BEER
Voting & engagement took place on digital platforms, where consumers were
empowered to have a say in their team selection & engage with other fans.
FACEBOOK
MOBISITE
MICROSITE
PHASE 2
Phase two announced the teams, as chosen by the consumers, to create excitement
& show them that their votes counted.
TELEVISION
OGILVY CAPE TOWN 43186/REV
PRINT
GOOD JOB COACHES HERE ARE YOUR CHAMPIONS
RESULTS AS PER 12:00 ON WEDNESDAY 27 JULY
TURN OVER TO MAKE YOUR SUBSTITUTION
The coaches were also given the opportunity to do a live substitution during the match.
FACEBOOK
MOBISITE
MICROSITE
RESULTS
*AUDITED BY GRANT THORNTON (INDEPENDENT, GLOBAL AUDITING FIRM)
GAINING MARKET SHARE
This campaign delivered an immediate and lucrative uptick in CBL’s share of the
beer market.
The campaign started on 1 June 2011 & ran through to the game itself on 30 July 2011.
Growth in total market share by CBL from end-May to August amounted to 0.5%.
This might seem a small number in absolute terms but as part of a very big
universe it represented a considerable return on investment for SAB.
Beyond the sales impact, the residual impact was significant. Post testing clearly
shows the impact this initiative had in re-engaging lapsed users & contributing to
the revitalisation of the brand image.
CAMPAIGN RESULTS
A closer look at the results illustrate how BTC catalysed CBL, injecting the brand
with renewed momentum... A world first, it managed to engage consumers in a
unique, interesting, & utterly relevant way. In order to place the results in context,
the total male adult 18+ population is approximately 19.4 million.
10.5 MILLION VOTES were received in just seven weeks. Over 1 million individual
consumers participated. Votes were delivered via the mobile platform & each vote
represented a beer sold & a conscious interaction between the consumer and CBL.
More than 40 000 SMS votes were received for substitutions on match day.
The microsite recorded over 10 000 visitors during campaign period & gained
substantial traction in the final week before the game as momentum gathered.
The CBL facebook page saw traffic increase by an astonishing 450% & the Twitter
following increased by 600%. PR generated by the Cup was valued at US$10m.
These results were simple off the charts.
Game day was a sell-out with 83 000 ‘COACHES’ packing the stadium. And not
just any stadium, Soccer City, the 2010 FIFA World Cup final venue.
Journalists, commentators, players & even the coaches themselves got involved
in the conversation. Some liked, some loathed, but the fans were unanimous. They
flooded the voting lines & packed out the country’s biggest stadium.
THE TROPHIES
•
CANNES LIONS
o
Gold
o
Silver
o
Bronze
o
Bronze
•
ONE SHOW
o
Gold,
o
Silver
o
Bronze
•
D&AD
o
Nomination
o
In-book
•
VIRGIN ACTIVE SPORTS AWARDS – Best Sports Marketing Campaign - 1st place
•
GLOBAL MOBILE AWARDS – Best Advertising & Marketing Campaign – 1st place
•
BEES AWARDS – Best use of mobile - Winner
•
APEX (SA advertising effectiveness awards) – Bronze
CONCLUSION
The campaign was, in the words of the client, ‘a phenomenal success’, achieving
not only increased sales but also saw lapsed & existing users re-evaluate &
reappraise the brand. Research indicated that users across the board saw CBL in
a more favourable light & believed the brand to once again have relevance.
The simple, highly relevant insight into the way our consumers engage with their
passion, lead to the empowerment of the men of SA. Combined with this, the
accessible, & free, USSD entry mechanic encouraged consumers to buy the product
in an engaging and affirming manner.
The campaign can be considered an unqualified success & has forever changed
the way SABMiller view, & choose to activate SA’s biggest beer brands. It smashed
benchmarks and in doing so, set new ones against which we will forever be judged.
!
!
!
!
!
!
!
!
!
!
!
!
!
Saving Women from Domestic
Violence
Ogilvy Mumbai
FOR GOOD STRATEGY
!
!
!
!
Summary
M o r e w o m e n d i e i n I n d i a f r o m d o m e s t i c v i o l e n c e t h a n f r o m a c c i d e n t s , c a n c e r,
malaria and terrorism combined.
This campaign demonstrates how communications came to their aid – not by
talking to them, not by talking to the perpetrators, but by inspiring a third,
totally unconnected individual – who had nothing to do with the involved
persons, and nothing to personally gain. This campaign reveals the true power
of an insight…the power to evoke very specific and definite action.
But more than anything else, this campaign also proves that, just as there
could be a devil lurking inside a human being ready to inflict pain, there’s also
an angel inside every person, waiting with a balm that eases a million pains,
waiting to knock on the door…
The dark side of what happens within
the four walls of many INDIAN homes.
BACKGROUND AND CHALLENGE
Most often, crimes against women are committed by those who have
sworn to protect them - their husbands. Domestic violence is by very
far the most frequently committed crime against women, yet it is
tragically under-reported. According to a Breakthrough Foundation
s t u d y, 4 o u t o f e v e r y 1 0 w o m e n i n I n d i a h a v e s u f f e r e d v i o l e n c e a t
home, and 45% have been through at least one incident of abuse physical or psychological.
E v e n m o r e a l a r m i n g i s i t s o t h e r c o n s e q u e n c e : D E AT H .
UNIFEM estimates domestic violence kills more women than terrorist attacks, motor accidents, cancer and malaria combined.
Breakthrough, a global human rights organisation came to us for help.
THE PLANNING CHALLENGE
While laws have been enacted to protect women,
they are useless if victims don’t come forward
and lodge a complaint. Most marriages in India
are still arranged by the family’s elders, and
hence a woman worries that revelation of any
problem in her marriage could cause pain to her
p a r e n t s , b r i n g s h a m e u p o n t h e f a m i l y, e v e n p u t
her children’s future at risk. She quietly puts up
with it all – sometimes with fatal consequences.
How could we help those suffering abuse at home,
but were unable to ask for help?
At the risk of sounding preposterous,
could we help save lives?
S T R AT E G I C T H I N K I N G
Getting a woman to ask for help would do it all. But she fears the consequences
of opening up her painful marriage book for all to see. Such changes of attitude
take a long, long time.
Could we instead get their husbands to change? Find a way of discouraging them
from violent behaviour? Perhaps we could, if we understood why men beat their wives?
So why do men beat their wives?
We found that among other chauvinistic discourses and motives,
they did it because even the holy texts permitted them to! Ramc h a r i t a m a n a s o f Tu l s i d a s ( a p o p u l a r v e r s i o n o f ‘ T h e R a m a y a n a ’ )
s a y s : ‘ D h o l , G a u w n a a r, S h u d r a , P a s h u a u r N a r i ; S a k a l Ta d a n k a
Adhikari’ [drums, uncivilized illiterates, lower castes, animals and
Louder and louder?
So what if people hear him? Neighbours, a friend
would happen? We went back to our lead psychologist. And we saw
the light in his response. “It is like pulling your hand-brake. Anger
w o u l d l o s e m o m e n t u m . P e r h a p s f o r t h e h o u r, o r f o r t h e d a y. P e r h a p s
”It got us thinking. Someone unknown pulling the
till the next time...
same??? Ridiculous as it sounds, that’s the ugly side of anachro-
h a n d - b r a k e m a y s a v e h e r f o r t h e d a y, b u t i t h a d t o b e s o m e o n e
women are all fit to be beaten]. Drums and women are the
n i s t i c s c r i p t u r e s . I n d i a i s a p a t r i a r c h a l s o c i e t y. M e n g r o w u p
known to pull the hand-brake to prevent it from happening again.
outside. Threat of shame is a powerful deterrent.
may be a rogue at home, but wants to be seen as the regular guy
doesn’t want the neighbours to see his two-faced persona. He
diate community to know about her marital problems, the man
were witness to it. As much as the woman doesn’t want the imme-
l e n c e w e r e t h e n e i g h b o u r s , a n d t h e i m m e d i a t e c o m m u n i t y, w h o
We realized that the people with real power to stop domestic vio-
b e l i e v i n g t h e y a r e s u p e r i o r.
Still, what kind of a man can beat a person he’s married to, to
death?
We considered talking to the victims, and the prepetrators, but
concluded that they were too hard to find (who wants to talk about
un-
this issue), so we turned to the next best source, the psychologists who work closely with them. The converging theme of
derstanding was illuminating – anger is like a train gaining
s p e e d – o n e s i m p l y c o u l d n ’ t b e a n g r y f o r l o n g a n d n o t g e t a n g r i e r.
The more the woman defended herself (even thru’ just words), the
more it ticked off the rogue. Only half-intending, but by now completely unable to stop himself, the man would get more violent by
t h e m i n u t e , a n d l o u d e r a n d l o u d e r.
But, what will make the neighbor act?
No one wants to get involved in someone else’s spat. Especially if it was
happening inside that someone else’s home. We sifted through tomes of
documented real life accounts. And we noticed one story of hope.
An elderly person recounted an incident when he could not bear the screams
and knocked on the door of his abusive neighbour’s home, but having done
t h a t , h e s c u r r i e d b a c k t o h i s f l a t . H e n o t i c e d t h a t , s u r p r i s i n g l y, t h e a b u s e
stopped. Still, he regretted not mustering up enough courage to stay back
and give his abusive neighbour a piece of his mind.
W h i l e t h e g o o d o l d s o u l b e l i e v e d h e h a d f a i l e d h i s n e i g h b o u r, w e k n e w h e
m a y h a v e s a v e d a l i f e . U n i n t e n t i o n a l l y y e t c r u c i a l l y, t h e o l d m a n h a d l e t t h e
a b u s e r k n o w t h a t t h e n e i g h b o r h o o d k n e w, a n d d i d n o t a p p r o v e . W e h a d f o u n d
a w a y t o p u t t h e b r a k e s o n v i o l e n t b e h a v i o u r.
In his act, we found a powerful solution to our difficult problem of getting
reluctant neighbours to act. The power came from the sheer smallness of the
act required.
T h i s h e l p e d u s a r t i c u l a t e t h e s t r a t e g y, a n d t h e c r e a t i v e b r i e f .
The strategy
Create social censure.
The creative brief
Let them know you know!
The creative articulation was the precise behavior
we wanted to provoke, which became our tagline...
Bringing the idea to life
We wanted to make ‘Bell Bajao’ (Hindi for ‘Ring the bell’)
a call for action. We believed it was a potentially powerful
creative solution to a difficult problem, simply because it
was something that each one of us could so easily do.
The first phase
For such a message, we not only needed a voice with a
l o t o f w e i g h t a n d c r e d i b i l i t y, b u t a l s o s o m e o n e w h o c o u l d
help break clutter due to our meagre budgets. Hence,
we opened the campaign on television with a Bollywood
actor with a repution of doing meaningful cinema -
Boman Irani. One commercial featured Boman simply
telling the people what they should do when they came
across an incident of domestic violence, and and the next
featured him as a character in a story that brought the
same message to life.
In addition, video vans, innovative posters, and social
networking sites like Facebook and Orkut were also used.
The second phase
To s t a r t w i t h , B e l l b a j a o . o r g w a s c r e a t e d t o i n v o l v e t h e n e t i z e n s i n t h e f i g h t a g a i n s t d o m e s t i c v i o l e n c e .
It featured true-life testimonials of those who stood up to the violence and rang the bell.
Three films, all based on what real and inspired people actually did, were made and aired on
prime-time national and regional television networks.
R E S U LT S
A. Communications Measures
75000 rights
can be stopped without saying anything) – 67%.
Ad recall – 76%. Message recall (domestic violence
to another 2 million people.
advocates
for about 9 million INR worth of free media.
(over 115 million people through TV) accounting
The campaign reached out to 124 million people
1 . R e a c h ( S o u r c e : TA M D a t a , B r e a k t h r o u g h )
2.
3.
“A threat is also a form of domestic violence” Up by 125%
While it is impossible to have an
honest statistic on how many lives were
actually saved, the following attitudinal and
behavioral results strongly hint that more women
are living thru’ their travails than succumbing
to them
B. Attitudinal Measures
/
C. Behavioural Measures
69% of respondents
took some action, an increase of 30% post campaign.
over pre campaign.
D. Other results
2. It has won multiple accolades:
!
!
!
!
!
!
!
!
!
!
!
!
!
Lost in Time
Ogilvy New York
SOCIAL MEDIA STRATEGY
!
!
!
!
!
!
FANTA LOST IN TIME
fanta lost in time
Jay Chiat 2012 Home
Search
Fanta
Home
Summary
Context
3
The Insight
AVERAGE POST ENGAGEMENT RATE
0.03
0.025
0.02
0.015
0.01
0.005
FANTA
COCA-COLA
STARBUCKS
RED BULL
the Like
If and how high a
brands’ posts are
placed in a user’s
News Feed.
Value system created by Facebook
to increase/decrease the value of
certain actions within Facebook;
for example, Commenting could
have more value than a Like.
EDGERANK = AFFINITY × WEIGHT TIME × DECAY
Represents the
“relationship” between a
brand and a fan. Actions
like Liking, Commenting,
Sharing, Clicking and
even Messaging can
influence a User’s Affinity.
Age of the
brand post.
The Strategy
Lost in Time
Lost in Time
1
Results