New Product or Service

Any communications effort used to introduce a new product or service that is not a line extension.

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Video

Getting Indians to #LiveThere

  • Brand: Airbnb India Private Limited
  • Client: Airbnb India Private Limited
  • Agency: TBWA \ India
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Video
Pdf

"This is OneBlade"": Launching a category of One"

Philips, understanding how Millennial men’s shaving habits had changed, saw an opportunity to create a new category - a hybrid between electric and FMCG – with OneBlade. Avoiding competing directly with larger blade brands, Philips found a unique space for OneBlade - setting it apart by positioning it as a blade that trimmed, edged and shaved any length of hair. Communications overcame millennial disinterest in blades and entrenched cynicism about shaving brands. The campaign, This is Not a shaver. This is OneBlade, established OneBlade in a category of one.

  • Brand: Philips
  • Client: Philips
  • Agency: Ogilvy & Mather London
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Doritos Mystery desafia a internet


Doritos is a brand that has always had a bold presence in the world. Its slogan says it all: for the bold. But the brand was beginning to lose its strength in Brazil and increasingly meeting with indifference from the young.
 
To make matters worse, the downward economic scenario with no prospect of improvement was pushing us to follow a "100% selling-oriented" path, so much so that the next movement of the brand would be the launch of two new flavors, a strategy known to the category to leverage sales quickly.
 
This case tells a bit about how we looked at a scenario that was not favorable, neither from the point of view of business, nor the brand, and saw an opportunity.
 
Understanding the meaning of what it is to be bold today has much more to do with breaking with the boundaries of convention.  In light of this, we launched the products with a twist:
 
We would not reveal the flavors.
 
We use a sales artifice to regain connection to the brand instead of an institutional effort.
 
We created unconventional storytelling with a frustrating ending.
 
We interacted with people rudely, even being a little snobbish.
 
We told the generation who knows everything they would not know the flavors of the release.
 
And we challenged the power of the internet.
 
That is, we bet all our chips in a strategy that broke with the logic of everything. And yet we have achieved our main goals:
 
We have grown in sales and market penetration in one of the most negative economic situations of recent years and have begun to be noticed and loved again by our target.
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Doritos, uma marca que sempre foi referência em ousadia no mundo, seu slogan diz tudo: for the bold. Mas estava começan-do a perder sua força no Brasil e cada vez mais se tornando indiferente para os jovens.  
E para piorar, o cenário econômico sem perspectiva de melhora estava nos pressionando para seguir um caminho "100%  selling oriented". Tanto que o próximo movimento da marca se-ria o lançamento de dois novos sabores, uma estratégia conhe-cida da categoria para alavancar rapidamente as vendas.
Esse case conta um pouco sobre como olhamos para um cenário que não era nada favorável, nem pelo ponto de vista de negócio e muito menos pelo de marca, e conseguimos enxergar uma oportunidade.
Entendendo que o significado do que é ser bold hoje tem muito mais a ver com romper com a lógica das convenções, lançamos a produto sob essa ótica:

Não revelaríamos os sabores.

Usamos um artifício de vendas para recuperar conexão com a marca vez de um esforço institucional.
Criamos um storytelling com um final frustrante e nada con-vencional.
Interagimos com as pessoas de forma rude e até um pouco esnobe.
Falamos para a geração que sabe de tudo que ela não saberia os sabores do lançamento.
E desafiamos o poder da internet.
Ou seja, apostamos todas as nossas fichas em uma estratégia que rompia com a lógica de tudo.
E mesmo assim alcançamos os nossos principais objetivos:
Crescemos em vendas e penetração de mercado em um dos cenários econômicos mais negativos dos últimos anos e começa-mos a ser notados e amados novamente pelo nosso target.

  • Brand: Doritos
  • Client: PepsiCo
  • Agency: AlmapBBDO
2018_na_2018_e-3381-736_hero_1 Atlanta United FC Unite & Conquer
2018_in_2018_189_hero_1 Tata Motors, TAMO Racemo A car that took the internet for a ride!
Blog_image MTR India ka Breakfast
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