The Bombay Ad Club hosted the case studies presentation of the final shortlisted entries of Effies 2008. Here's a snapshot of the cases:
JWT designed the 'Me on my Can' campaign for Pepsi to address the challenge to reconnect to the youth and to re-ignite the cola category. They arrived at a packaging innovation to 'redefine' the cola experience. They launched branded SKUs that put the consumer at the centre. This was accompanied by campus and BPO activations and Internet voting.
'The New HSBC Premier Handset' campaign for HSBC Premier created by Mindshare got shortlisted in this category. Bluetooth kiosks were created at international airports. Users could download tools like travel genie, branch locator, fight scheduler and currency converter. As a result, there were 14,500+ leads generated across eight airports in India and 2900 customers converted to HSBC.
Diamond Bride's 'Diamond Bride: The More Happy Than Married' campaign has been created by JWT. The task at hand was to create preference for diamond jewellery over gold jewellery for brides. The creative idea was to project 'a stone for the bride with a spark'. The campaign included a TVC and infomercials with four leading fashion designers on clothes that can match diamond jewellery. Result: 73% brides were willing to switch over to diamond jewellery.
'How Bournvita lets children be differently capable and differently successful' was the campaign created by O&M for Cadbury Bournvita. The campaign included the setting up of a Bournvita Confidence Academy and the Bournvita Quiz contest- Confidence Champion show.
'sunsilkgangofgirls.com' campaign was launched by JWT for Sunsilk in 2006. By early 2005, Sunsilk as a brand was showing fatigue and it was important to re-energise it. The website has sections on self expression (blogs, GOG TV), fun and expertise. There was a show around it called Sunsilk Gang of Girls spotlight mein. Additionally, on-ground activation dubbed Hair Bar at Javed Habib's salons was launched.
Results: 40,000 gangs and makeovers, 6,53,262 registered users.
Tata Tea's campaign 'Jaago Re' was created by Lowe to target youth. The campaign involved TVCs, website, radio, OOH and ambient media.
Kurkure's 'Family Face on Pack' was designed by JWT. The campaign was created to 'give the homemaker nationwide recognition for her creativity'. People could send in their recipes and some got the chance to be on the pack of Kurkure. This was accompanied by Kurkure cookery TV show, train branding, print innovation, recipe booklets etc. Result: Volumes shot by 20% in just one month. Sales have increased by 19% over last year.
Saffola Gold-'Purse Snatching' campaign was created by McCann Erickson to solve the problem of low immediate adoption of the brand. It was a 360 degree campaign.
Result: 23% sales growth
JWT created 'Gutsy Cricket' campaign for Nike in India. The campaign included the TVC and virals, blogs and PR.
Bingo's launch campaign 'No confusion. Great combination' by O&M had a target to gain 8% market share regionally. 'Deliberate madness' was used as brand's personality. The campaign involved pre-launch virals films, launch TVCs, radio spots, mall activations, mobile and kiosks at strategic locations. Result: 12% market share.
'Transition from Hutch to Vodafone' 360 degree campaign was designed by O&M. There was a 24 hour roadblock on the 13 channels of the STAR India network which aired only Vodafone ads. Another innovation was personalised Business World magazine for high end consumers. Other activities included a five day employee program at Vodafone's office; traders meet which included contests, newsletters etc.
Result: 88% recall for the TVCs
The Times of India's 'Lead India' campaign by JWT was an initiative by the media company to find a 'leader' for the nation. The campaign included TVCs featuring icons like Amitabh Bachchan, Shahrukh Khan and Nandan Nilekani. The media mix also included print ads, website and outdoor.
Results: 37,000 entries; 1.3 million hits on the campaign website
'Red Ribbon Express-Uniting India against AIDS' was created by JWT. The campaign included branding and innovation of a train featuring information about the disease. It was launched on World AIDS Day, 2007. The train covered 17,000 kms and 180 stations.
Lowe created 'Jeetay Raho' campaign for ICICI Prudential Life Insurance to add new customers and to add more women customers. The campaign included TVC and film integration (Cheeni Kum).
Results: Increase in customers by 30%, increase in women customers by 40%.
'Callertunes: Bolo kya bajaayein' was created by O&M for Hutch (now Vodafone) to increase the usage of callertunes and make it a revenue steam as the call rates were dropping. The media mix included TV, radio (song tags), outdoor, print and digital.
Results: 10,000 hits for callertunes in the first three days
Lowe created 'Retirement Number' campaign for ICICI Prudential Life Insurance to increase the number of policies sold per month.
Bates 141 designed 'Think Hatke' campaign to make Virgin Mobile 'a youth brand'. The campaign was created with the insight that today's youth was comfortable with being a little selfish.
Airtel's 'Breaking Barriers' campaign by Rediffusion Y&R was designed to make Airtel the thought leader in the space. The campaign involved TVCs, online interactive games, print etc.
Lowe created 'What an Idea!' campaign for Idea Cellular to make it a known brand inspite of it not being available nationally.
Vodafone wanted to establish the relevance of mobile alerts and make it a source of revenue. It also wanted to increase the number of alerts category being used. O&M created 'Vodafone Alerts' campaign to do this task. The media mix included TV, outdoor, monthly bill envelopes and educative fliers at stores. Results: 25% increase in the number of respondents; the number of categories being used increase to 14 from four.
Lowe created 'Wires That Don't Catch Fire' TV campaign for Havells cable. The challenge was that cables are a low involvement category. Result: 35% increase in brand awareness in three months and 46% growth in average monthly sales volume.
Mudra created 'TVS Scooty Institute' for TVS Scooty to get 5% sales conversion rate. The young girls and women were taught how to ride the scooty in these institutes in a six-day course.
Results: 12,300 women were trained during the project.
'Moto Yuva: The New Symbol of Growing Up' campaign was created by O&M for Motorola when there was a major drop in the market share of the handset manufacturer in February 2007. O&M shifted the conversation of the brand to 'new features instead of boring hygiene issues' and targeted youth.
Result: It became no. 2 from no. 4 within five months.
Integrated advertising campaign
O&M launched Dove Haircare with 'Zero Damage, Beautiful Hair' campaign. The challenge was to launch the shampoo in an extremely cluttered market. The campaign involved TVCs, activation, print, outdoor and digital. Saffolalife's '4 Indians every minute' by McCann Erickson was launched to increase brand relevance vertically and laterally across consumer types and establish the brand as 'heart care expertise'. The campaign involved mailers, POS, door-to-door heart checkups, camps at hospitals and radio innovation.
The other entries shortlisted in this category include 'How Bournvita let children be differently capable and differently successful' by O&M, Tata Tea's campaign 'Jaago re!' by Lowe, Airtel's 'Breaking Barriers' by Rediffusion Y&R, The Times of India's 'Lead India' by JWT and Bingo!'s 'No confusion. Great combination' by O&M (The case studies for these campaigns have been mentioned above).