Advertising Agency: JWT, Brazil Chief Creative Officer: Mario D’ Andrea Creative Director: Mario D’ Andrea/Roberto Fernandez, Andrea Siqueira Art Director: Silvio Medeiros Copywriter: Gabriel Sotero Advertiser’s Supervisor: Mark Wormser, Fabiana Silva Planner: Ken Fujioka, Newton Nagumo, Barbara Bernardes Account Manager: Rodrigo Toledo Account Supervisor: Rodrigo Toledo, Rafael Ferreira, Camila Curi Illustrator: Silvio Medeiros Photographer: Régis Fernandez Other Credits: Ezra Geld/David Ralitera (Media Team)
Advertising Agency: Y&R, Buenos Aires, Argentina Executive Creative Director: M. Mercado Creative Director: D. Tuya, D. Rial, M. Goldberg, D. Oliveira Art Director: G. Fernandez Copywriter: J. I. Galardi Advertiser’s Supervisor: P. Corona Planner: V. Fantauzzo Account Manager: E. Slosse Account Supervisor: L. De Rosa Photographer: El Negro Pizzorno
Describe the brief from the client: Romania’s ROM chocolate bar is the traditional Romanian chocolate that we all grew up with. Launched in 1964 with the Romanian flag on its wrapper, it enjoys 95% brand awareness, yet its share and volume were plummeting with only 14.5% of people listing it as their favourite brand. ROM had an ageing, nostalgic consumer base and was losing ground with the young generation. In a category in which success means continuously attracting younger fans, ROM’s nationalistic values were a disadvantage. How could ROM, a chocolate bar bearing the Romanian flag, gain appeal to youngsters with few national values?
Describe how the promotion developed from concept to implementation: Youngsters prefer ‘cool’ American confectionery brands (Snickers and Mars) to ROM. Our solution was not to fight against, but to join them and thus challenge the young Romanians’ national ego. We triggered a public debate about national values by launching a limited edition of an ‘American’ ROM – same product, same price, but branded with the US flag. We put the product in stores, encouraged sampling, announced the change in media, and stirred the debates. After one week, we made the reveal: the old ROM was back as Romanian as ever, while the American ROM became a collector’s item.
Describe the success of the promotion with both client and consumer including some quantifiable results: The campaign reached 67% of Romanians and generated €300,000 of free publicity. The online response was phenomenal: in six days, ROM’s website had 75,000 unique visitors; Facebook fans rose by 300%; supporters launched petitions and organised a flash-mob in Bucharest. All brand image indicators exploded, especially ‘ROM is a brand for me’, which more than doubled – a 124% increase. ROM outperformed the market, with 20% growth (compared to 8.2% category growth) in the most relevant channel, hypermarkets, while the American ROM was sold out. Most importantly, ROM ousted Snickers to become Romanians’ favourite chocolate bar (79% increase of the indicator).
Explain why the method of promotion was most relevant to the product or service: This campaign made ROM the first brand that had the courage to test and play with people’s national ego on a national scale. We took away something people were taking for granted: the national flag from the most traditional chocolate bar, Rom. We knew that although young Romanians tend to be negative about themselves and their country, their patriotism returns when challenged. This ‘reactive patriotism’ underpinned our ground-breaking campaign that challenged young people’s national ego in order to re-establish ROM as a cherished
Advertising Agency: McCann Erickson, Bucharest, Romania
Creative Director: Dinu Panescu
Group Creative Director: Group Creative Director, Catalin Dobre
Art Director: Ionut Cojocaru, Florin Florea, Andra Badea
Art Director Online: Laurentiu Stere
Account Director Online: Cristina Birleanu
Account Director: Ruxandra Savulescu
Results and Effectiveness:
• 113% increase in sales in the first month
• 300% increase in brand awareness
• 143 news stories in major press and magazines
• Over 8 million views of the stunt online
• Over US$1 million of PR value
Creative Execution: We created the ‘ARIEL Wii Game’. Using Wii technology we created a larger than life fun demonstration to show how easy it is to eliminate tough stains with Ariel. Gigantic T-shirt were hanged up in public areas where passersby were invited to use different stains Wii controllers to stain the clothes then enjoy cleaning with ARIEL wii controller. The event was featured in 143 different media clippings.
TV stations: SHTV, BTV, GDTV etc.
Newspaper: Oriental Morning post, Guangzhou Daily, Beijing Evening News etc.
Magazine: Southern Metropolis Weekly, Metro Weekly, The Bund, Life Style etc.
Website: Fashion Trend Digest, youku.com, baotounews.com.cn etc.
Together, the media help to create awareness of ARIEL in short period of time.
Insights, Strategy and the Idea: Raise awareness of ARIEL in China (a market where its awareness is low). And increase its sales in key cities across the country with a minimal budget. ARIEL is a challenger brand with low awareness. The laundry category is usually perceived as a necessary boring chore so we wanted to find a fun way to bring to life the powerful benefit of new ARIEL’s liquid detergent. We create a game to demonstration of the cleaning power of ARIEL. People have fun with stains but also experience the satisfaction of getting rid of them.
Advertising Agency: Saatchi & Saatchi, Guangzhou, China
Executive Creative Director: Fan Ng
Creative Director: Wendy Chan
Interactive Creative Director: Jonathan Ip, Henry Chu, Tet Chen
Regional Executive Creative Director: Andy Greenaway
Chief Creative Officer: Edmund Choe
Art Director: Ocean Ye, Liu Zhong, Qing, Kobe Yu
Copywriter: Qi Lin
Producer: Dorothy Zeng
Account Supervisor: Ann Jingco, Neel Chaurasia
Account Manager: Sam Wong
Account Executive: Polly Wang
Planner: Angie Ma
Account Executive: Sophia Luo
Photographer: Chen Xi Qiang
Results and Effectiveness:
• +35,000 people passed through the maze in five days!
• Footfall in the area +3.1% (year-to-date) and sales +7.5%.
• TV coverage on 12 channels across the UK, USA, Russia, Spain and China.
• 16 million listened to the story via radio.
• Over 220 pieces of coverage across the communications channels in five days.
• Numerous consumer videos appeared on YouTube – over 20 videos with views of over 30,000.
• For less than £100,000 invested, the event secured a PR value over £4 million.
• Total circulation of 602 million.
• A campaign media ROI of 38:1.
Creative Execution:
We created a labyrinth – a giant maze 30m square, 2.5m tall – in the heart of the West End’s Trafalgar Square. Along each pathway, 25 quirky WE facts were mounted on world-famous blue plaques. At the maze’s center, visitors discovered a hidden gem (entertainment, food, musical performance) to highlight activities enjoyed in the WE.
Monday: Stars from top WE shows performed.
Tuesday: Chinatown arrived with a giant paper dragon weaving throughout the maze.
Wednesday: London’s finest tailors trimmed the maze.
Thursday: The renowned Piatti String Quartet performed.
Friday: 60s tribute bands played homage to Carnaby Street, Vespas, and an exhibition of iconic photographs.
TV and radio around the world covered the story, from BBC and ITV to China`s CCTV, Russia`s Kanal 1 and five US channels. National and international newspapers covered the event from the US to New Zealand.
A dedicated social media push spread the story and consumer, travel, blogs, music, fashion, food and theatre sites covered the story.
Insights, Strategy and the Idea:
London’s West End (WE) hosts a world-class mix of shops, theatres, museums, Michelin-star restaurants and green spaces. It accounts for 1/5 of London’s GDP, 300,000 jobs and retail spending of £6bn/year. With 200 million annual visitors, the West End Partnership (WEP) relies on tourism, yet visitors decreased 4.6% in 2010.
The WEP is heavily investing in renewal for the 2012 Olympics. Our challenge was to encourage people to spend time exploring the area and the wide variety of experiences that the WE offers, and to achieve national/international press coverage. The first week of August is London’s busiest with 10 million visitors. We gave them a reason to get lost in the WE, and then rewarded them for doing so.
But different cultures respond to different London assets, so we sent people on a mini-voyage of discovery, creating a microcosm of the West End showcasing all that the area offered.
Advertising Agency: Cake, London, United Kingdom
Campaign Director: Jace Tyrell
Managing Director: Chris Wood
Global Creative Director: Mark Whelan
UK Creative Director: Simon Moore
UK Media Strategist: Jodie Butt
UK Director of Live Events: Will Parkinson
Senior Account Manager: Sarah Hunt
Account Manager: Sarah Manktelow
Account Assistant: Yasmin Malcolm
Results and Effectiveness: The goal was 10,000 coupon downloads over 3 months. Week one, we got 13,707. We collected over 2.5 million Likes from users, 20,000 new Facebook friends, and chicken orders went up 30% almost immediately. According to the cable company, in the first month 1 million households tuned in and stayed tuned in for an average of 8.2 minutes. It was the number 2 trending topic on Twitter and has earned over 36 million free media impressions. Tons of earned media with skyrocketing sales, and we even created a new revenue stream for cable companies. What more could you ask for?
Creative Execution: Our solution was a TV channel dedicated to showing delicious rotisserie chicken 24 hours a day, 7 days a week. The campaign began with a teaser video, posted to youtube.com and swisschalet.com. The next day a press release went out to the subscriber website Media In Canada. After the press release hit, word was spreading. “Swiss Chalet” and “rotisserie” both became trending topics on twitter. We responded instantly and used what the public was saying about the rotisserie channel to create a new online video, showcasing quotes from actual tweets. Next came the TV, newspaper, online, and billboard campaign. Simultaneously, people across the country were seeing a television spot, banners ads, and in some cities they saw print ads and billboards as well. All of that culminated in the actual airing of the channel, at which point coupon downloads and sales both skyrocketed.
Insights, Strategy and the Idea: Founded in 1958 and with 300 restaurants across the country, Swiss Chalet is a Canadian institution. People across the country identify it with delicious rotisserie chicken. But how do we push that thought even further into the public consciousness? We give rotisserie chicken something that’s never been done before – it’s own cable channel. We bring it into the homes of people across Canada and make it famous. Its relevance to Swiss Chalet is unquestionable. In Canada, Swiss Chalet owns rotisserie chicken. How was it relevant to the target audience? It put an end to that age-old question “what do you want to watch?”
Advertising Agency: BBDO, Canada
Executive Creative Director: Carlos Moreno, Peter Ignazi
Art Director: Doug Bramah, Sungho So, Alice Blastorah
Copywriter: Frank Macera, Kurt Hagan
Agency Producer: Tracey Azzopardi
Production House: Radke Films
Director: Craig Brownrigg (Radke Films)
Production House Producer: Miriana DiQuinzio
Cinematographer: Tico Poulakakis
Editing House: Ricochet Post production
Editor: Gord Koch
Art Director: Jonathan Guy
Copywriter: Johnny Pavacic
Flash Developer: Edward Ayoub
Advertising Agency: Y&R Bogotá, Colombia Executive Creative Officers: Tito Chamorro, Victor Osorio Chief Creative Officer: Mauricio Rocha Creative Director: Juan Camilo Valdivieso, Oscar Muñoz Art Director: Oscar Muñoz, Sebastian Otoya Copywriter: Juan Camilo Valdivieso, Andres Celis Illustrator: Juan Fernando Sierra Published: January 2011
