How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Whats App Test Drive
Car ads are great, they get millions of views, but there is no direct link to acquisition – specifically test drives. By re-positioning the test drive as a ‘prize’ and making the process of booking seamless we created a new way to drive acquisition. Malaysia ranks No 2 in the world for users of whats app – for the first time we gave a car it’s own Whats app number. We gamified our the new XC40 launch films by hiding codes, or easter eggs, throughout the film and using whats app as the entry mechanic. If the codes are found, send them direct to a dedicated XC40 whatapp number – where a test drive can be simply and personally organised one to one. Through a unique combination of online film, social and whatsapp we generated thousands of new sales leads – leading to hundreds of new customers experiencing the new xc40 for themselves – otherwise known as a test drive.
Sport doesn’t just keep your body healthy, it teaches us crucial life-skills such as teamwork, self-confidence, leadership and positive body-image. All vital attributes needed to help raise the next generation of strong women – the core purpose of Pantene. Bullying and insults fuelled by out-dated values are one of the primary reasons that girls drop out of sport. In Malaysia, one such insult is Wanita Besi – which directly translates as ‘Iron Lady’, which in this context is used as a negative, unfeminine, unflattering term of abuse to young girls. National sports heroes, themselves victims of bullying, renamed themselves #WanitaBesi – redefining the phrase a through the lens of real female achievement. Creating a new meaning of the word to signify Iron Lady as strength, confidence, pride and will.
Tesco Malaysia is the largest supermarket in the country and had halved the number of single-use plastic bags between 2011 – 2017, but the rate of reduction stalled. Still only an average of 5% of all Tesco shoppers reused their bag in 2017. Our key goal was to find an effective way to accelerate the reduction and eventually help eliminate all single use Tesco bags. An innovative change in design transformed the bag into an active agent of behaviour change, leading to the greatest reduction in single-use bags in Tesco Malaysia history: A reduction of 20 million single use plastic bags YOY = An overall 26% reduction in the total single-use bags. • A massive increase in re-usage rates, from 5% before the campaign to 68% post campaign.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email firstname.lastname@example.org with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.