For the Love of Marketing
Love at First Taste
Millennials are crazy about food and flavour. So is Knorr. But the full sensory and emotional effect of great flavour is hard to convey in the channel Millennials use most: digital / mobile. To get this high-potential audience to experience the brand, we found a way to transmit the potency of flavour in the digital space. Building on an unexplored emotional benefit of food and flavour, our idea intrigued our audience enough to spread our story for free (62% of exposure earned),grow brand appeal +8%increase purchase intent +12%
Agency: MullenLowe London
You never know someone until you dance with them
"“You never know someone until you dance with them"" is the story of a rescue. Just Dance, the most popular dancing video game, once faced a terrible market turnaround and had to reinvent its way of communicating to survive. The Objective: convince older and more demanding new generation console players (Playstation4), that a dancing game to be shared among friends can have an interest that goes beyond a mere game: it helps to know others better. The result: double-digit sales growth on “new gen” consoles in the main European countries."
Brand: JUST DANCE
Agency: CLM BBDO
Valentine's joy for the heartbroken
Jollibee is the Philippines’ leading fast food restaurant. Except on Valentine’s. Because Jollibee is not top-of-mind for a romantic meal. Neither is it associated with the season. So, how do we get Filipinos to visit Jollibee during Valentine’s? While everyone was celebrating romance, we found an irresistible reason for people to crave the comfort of fast food – heartbreak. The result? Jollibee’s best Valentine’s ever. Sales of featured products soared and store sales tripled.
Client: Jollibee Foods Corporation
Agency: McCann Worldgroup Philippines
Airbnb – Until we all belong.
In 2017, Airbnb set out to lead a mass conversation on Australian marriage equality with the aim of driving real social change. Launched in April 2017, #UntilWeAllBelong centered on an incomplete wedding ring designed to represent the gap in equality in Australia. An integrated campaign drove over 110,000,000 media impressions, becoming the largest corporate push for marriage equality (and any LGBTQI issue) in history. And most importantly, the conversations we sparked helped to create change with a national plebiscite on same-sex marriage announced in September 2017.
Agency: Clemenger BBDO
Income: The Best Gift (from the worst parents in the world)
Branded content is hard to define. But it’s intent is clear - reach people at scale who are in an engaged state of mind and therefore more receptive to brand messages. This is exactly what Income did. With a topic that hit the nerve of society - should your child be your retirement plan? - Income shocked, surprised and made Singaporeans cry with a 5min branded content film. And with a strategy to earn coverage, fuel sharing, and drive people through the funnel, Income grew life insurance sales by 13% with declining SOV.
Agency: BBH Singapore