Global Ideas 2015

Asia Pacific - General Category Shortlist

CONTENTS

Eveready Red Alert.................................................................................................................................. 3

Heart verus Bill ........................................................................................................................................ 5
Making Dynamo Dynamic ....................................................................................................................... 7
SingTel - Roam Without Fear ................................................................................................................ 10
RSPCA Adoption Awareness Drive ........................................................................................................ 12
smart BoConcept Limited Edition ......................................................................................................... 14
Stretch or Splurge: Sydney .................................................................................................................... 17
The Rise of Boo Loo San ........................................................................................................................ 19
Tom & Bens Singapore Sling ................................................................................................................ 21
WhatTheBlack ....................................................................................................................................... 23

Eveready Red Alert

Award Category:
General
Client:
Eveready Battery
Brand:
Eveready Battery
Region(s):
Asia Pacific
Country(s):
Philippines
MEC Department:
Integrated Planning/Communications Planning, MEC Access
Navigator:
Industry Sector:
Household
Paid, Earned, Owned:
Paid
Spend category in billings:$0
Submitter's region:
Asia Pacific
Submitter's country:
Philippines
Year:
2015
When did campaign run:
Business or consumer insight
From super typhoon Ondoy (Ketsana) in 2009 to the world's strongest typhoon recorded, typhoon Yolanda
(Haiyan)in 2013, Filipinos headlined global news with stories of calamities and tragedies.
Although global aid flooded in, we knew that it would take more than donations to rouse the heavily battered
Filipino spirit.
Capitalizing on this, we positioned Eveready at the forefront of nation rebuilding to become the trusted
battery of the Filipinos.
We sparked the Filipino spirit of bayanihan or communal unity to enjoin communities to come together
through emergency preparedness.

Submission
INSIGHT:
The Philippines is ravaged by natural calamities year after year. Stories of loss and tragedy headlined global
news with the onslaught of super typhoon Ondoy (Ketsana) in 2009, tropical cyclone Habagat in 2012 and
super typhoon Yolanda (Haiyan) in 2013, which flattened towns and left thousands of families homeless.
While the nation may have been battered, we knew that it would take a spark of Filipino bayanihan spirit
(communal unity) to build the nation anew./

CHALLENGE:

Eveready had to weather its own challenge as the market leader. The brand needed to sustain its image as the
battery trusted by Filipinos despite the flooding of cheaper and generic batteries in the market. /
PLAN OF ATTACK:
Millions worth of global aid were already pouring in, but more than sending donations, Eveready wanted to
recharge the hope of the nation. The strategy was to leverage on the national clamor for rebuilding and
rehabilitating typhoon-hit areas./
IDEA AND ACTIVATION:
'Armed and ever ready with an E-Balde (Emergency Bucket)'
MEC awakened the Filipino spirit of bayanihan or communal unity towards a common goal by enjoining
families and community leaders to empower each other through emergency preparedness knowledge.
We partnered with the first national emergency preparedness news program, RED ALERT, to spread a
national consciousness of being ever ready through practical household solutions and life hacks.
Launched through the countrys FIRST EMERGENCY EXPO, over 450 volunteers signed up for emergency
response workshops and basic martial arts. The expo educated over 100 communities on how to prepare their
own E-Balde (Emergency Balde) or Emergency Bucket, an arsenal of household items needed for storm
survival and first aid.
WEEKLY EMERGENCY ALERTS were aired on free TV, featuring tutorials to arm individuals with the
necessary level of preparedness to deal with lifes emergencies. Headlined by TV reporter Atom Araullo who
gained popularity from covering calamities, the TV alerts became a lifeline for many Filipinos./
EVALUATE AND COURSE CORRECT:
The campaign fortified Evereadys leadership as the battery trusted by Filipinos, with a significant increase in
spontaneous brand awareness.
It transformed 100 communities and contributed to the overall improvement of national disaster
preparedness of Filipinos.
Eveready has successfully sealed its long-standing spot in the hearts of Filipino households as the dependable
brand in times of emergencies, and more powerfully, a catalyst to nation building. /

Video/Audio: https://mecglobalideas.com/Judging/Campaign/b4a774a6-d76c-4e3d-8e3df9a9336252d6

Heart verus Bill

Award Category: General
Client:
CitiBank
Brand:
CitiBank Credit Cards
Region(s):
Asia Pacific
Country(s):
India
MEC
Buying/Implemention/Trading, Integrated Planning/Communications
Department:
Planning, MEC Interaction/Digital/Social/Search/Mobile
Navigator:
Industry Sector: Financial & consulting
Paid, Earned,
Owned, Paid
Owned:
Spend category in$33,750
billings:
Submitter's
Asia Pacific
region:
Submitter's
India
country:
Year:
2015
When did
campaign run:
Business or consumer insight
The festival of Diwali has become about shopping where gifts and exchanged and the family gets new clothes,
durables etc.
However there is a great reluctance to use credit cards for fear of overspending. Therefore there is a constant
tussle between the heart and the wallet. (Heart versus Bill) Unfortunately, the wallet wins.

Submission
Challenge:
Citi cards were offering attractive EMI offers on purchases during the Diwali period. Our challenge was to
increase usage from existing users and from dormant/lapsed users.
The campaign message urged consumers to let their heart decide to buy what they wanted as the EMI
scheme would manage their finances
To take full advantage of this festival and messaging, we had only 5 days to execute this campaign i.e. the
week of Diwali
Plan of Attack:
Citi advertising will chase big ticket, consumer durable advertising on the DIGITAL space. For example, where
SONY was advertising their mobile phone, Citi would be present as a tag-on banner ad, with a contextually
relevant message Today dont let the Bill decide, buy whatever your heart desires.

Idea/Activation:
Consumer durable and electronics were the top categories where the EMI options was most relevant. We
worked with top publishers (Yahoo, Network 18, Times Internet etc.) to arrive at a calendar for each
Advertiser and their campaign timing. Apple, SONY, Canon, HP and Micromax Mobiles were slated to do big
campaigns during that time.
Then we checked if there were any ad slots available on the same page as these advertisers or if we can create
new ad slots. We finalized three options:
1.Fixed Chaser Purchased a fixed ad spot on the same page as the other advertiser.
2.First Impression Remarketing Chaser If an advertiser from our target categories is taking a Home Page
fixed roadblock (Full page rich media ad), the next ad that any person would see in the internal pages would
be from Citibank.
3.Email Chaser If any advertiser from our target category was taking a Yahoo Email Login page fixed
billboard property, the first ad after login from that page was from Citibank
4.Sectional Buy We purchased all Mobile and Laptop sections of CompareIndia, (product review website)
Evaluate:
Overall home page visits went up by 176% during campaign period
Fixed Chaser: On IBNLive, SONY was advertising its XPERIA range. The CTR was 0.27%, even better than
what SONY Xperia got
First Impression Remarketing Chaser: Amazon was promoting its Mobile and Laptop range on Yahoo
Homepage site takeover. The CTR was 0.31% from the same activity.
Email Chaser: We delivered over 21 Mn Impressions and about 30K traffic on Citibanks EMI offer page
The campaign was a great planning and strategic example for other clients as well and almost every client is
looking forward to do the same.

Video/Audio: https://mecglobalideas.com/Judging/Campaign/bfd472ae-6eb2-444d-837c6346b0774f7c

Making Dynamo Dynamic

Award Category:
General
Client:
Colgate
Brand:
Dynamo
Region(s):
Asia Pacific
Country(s):
Australia
MEC Department:
Integrated Planning/Communications Planning
Navigator:
Industry Sector:
Household
Paid, Earned, Owned:
Paid
Spend category in billings:$0
Submitter's region:
Asia Pacific
Submitter's country:
Australia
Year:
2015
When did campaign run:
Business or consumer insight
When it comes to her kids, Mum is a one-eyed supporter
Idea: Supporting from every side line
We partnered with the biggest kids sports site in the country Fox Sports Pulse, reaching 1.7 million Parents
every week.
We developed smart versioned banners. A world first technology, where every banner is its own HTML5
website.
1.2 Million creative messages were produced with a CTR of 7x higher then industry standards, plus we grew
market share!

Submission
INSIGHT
In the battle for laundry detergent supremacy, the fight was getting dirty. Dynamo was being outspent 3:1 by
its biggest competitor. Unlike OMO, Dynamo had no emotional connection with Australian Mums.
TASK
1. Halt Dynamos share decline
2. Advance the creative agency idea of Come back fresh every game day
Marketing Challenge
Our task was clear: build an emotional connection with Aussie Mums, increasing consideration by 7% and
maintaining Dynamos tenuous #1 position.
Strategy
Consumer Insight
When it comes to her kids, Mum is a one-eyed supporter
Communications Strategy

IDEA: Supporting from every side line

Dynamo joins every Aussie mum in supporting her childs team. Personally.
Every advertising line we would deliver for Dynamo would be a personal message of support every week to
every kids sporting team in the country.

EXECUTION
We partnered with the biggest kids sports site in the country Fox Sports Pulse.
1.7 million Parents visit Fox Sports Pulse every week to view fixtures and results. This is not just one big
community, but thousands of small communities.
We developed smart/dynamically versioned banners. A world first technology, where every banner is
essentially its own HTML5 website.
These ad units scan the page they are on, identifying relevant information, pulling it into the banner to make
hyper-personalised messaging.
We were scanning for 17 different variables e.g Team name, wins/losses, the sports code for visuals etc

Over 1.2 million unique ads were served to Aussie Mums, customised for their childs team. Literally the
biggest targeted ad campaign in category history.
THE RESULTS
We smashed it out of the park!
1.2 million Different banners/lines were dynamically produced!
Banner click through rates was 7X higher then industry norms.
The business goal was to maintain share we grew share.
Consideration increased by 57%.
Dynamos Buy Now score increased by 10%.
Fox Sports, a leading Australian broadcaster, was so impressed with our Sporting Pulse initiative that they
acquired the site, renaming it Fox Sports Pulse.
A great testimony to the sites scale and depth as a sporting community, and a great win for all of the
stakeholders in the campaign.
Who says mums are hard to reach? You just need to talk to her when her kid is at his muddiest.

https://mecglobalideas.com/Judging/Asset/69193608-87e34dc8-a4de-d71960fa191e?download=true

Video/Audio: https://mecglobalideas.com/Judging/Campaign/ffa4952b-43eb-4aff-8704176b9f213d20

SingTel - Roam Without Fear

Award Category:
Client:
Brand:
Region(s):
Country(s):
MEC Department:
Navigator:
Industry Sector:
Paid, Earned, Owned:
Spend category in
billings:
Submitter's region:
Submitter's country:
Year:
When did campaign
run:

General
Singapore Telecommunications Ltd
SingTel
Asia Pacific
Singapore
Buying/Implemention/Trading, Integrated
Planning/Communications Planning
TelComms
Owned, Paid
$0
Asia Pacific
Singapore
2015

Business or consumer insight

Driven by an irrational fear of receiving a shocking phone bill due to data roaming charges, data-addicted
Singaporean travellers have developed coping behaviours like hunting for free Wi-Fi spots and swapping out
their SIM cards for local prepaid ones while on a trip.
Submission
Outbound travel from Singapore was growing at an average of 5.3% annually, but SingTel data roaming
subscription growth was only averaging at 2%. Our challenge was to break out of historical norms and
generate a 5% increase.
This was no easy task, not because these subscribers did not use data overseas, but because they had
developed coping behaviours like hunting for free Wi-Fi spots and swapping out their SIM cards for local
prepaid ones. These behaviours was driven by horror stories of others receiving a shocking phone bill due to
data roaming charges, learnt via word-of-mouth or media coverage.
We knew we had to break this psychological barrier of bill shock. We wanted to show how peoples current
behaviours around getting data overseas were actually symptoms of a kind of phobia which we uniquely
called Roamaphobia the fear of bill shock arising from data roaming charges.
Our strategy focused on dramatising the irrationality of Roamaphobia by helping people realise the
ridiculousness of these coping behaviours, especially when there was an easy way to get unlimited data at
$15/day.
We created four quirky Roamaphobe personas that Singaporeans could relate to - the Wi-Fi Hunter, Caf
Dweller, SIM Swapper and the Latergramm-er. We dramatised the symptoms these Roamaphobes
exhibited on overseas travel, then showed how SingTels data roaming plan was the antidote to help them
to Roam without fear.

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We identified key touch points in both the passive and active stages of the consumers travel journey to
amplify the personas.
Passive Stage: We targeted our Roamaphobia video, introducing and personifying the four Roamaphobe
types, to people interested in travel via Facebook, YouTube and Twitter. Partnering with a local lifestyle
magazine 8 Days, we created editorial content on celebrities roaming habits to provide context. We
leveraged real-time Opinion Targeting on mobile to quiz consumers on how they stayed connected overseas
to determine the type of Roamaphobe they were and retargeted them with the right messages.
Active Stage: We focused on touch points including airline and price comparison sites - where travellers
were actively searching and booking their travel plans to prime outbound travellers to activate data roaming.
We gave a final nudge to the departing travelers at travel exit points - on e-Itineraries and boarding passes.
The campaign was a phenomenal success! Data roaming penetration increased from 26% to 32%,
outperforming historical increases by 300%.

Video/Audio: https://mecglobalideas.com/Judging/Campaign/ad7096da-9c9f-4f51-ab50d8491160aad5

11

RSPCA Adoption Awareness Drive

Award Category:
General
Client:
RSPCA Queensland
Brand:
RSPCA Queensland
Region(s):
Asia Pacific
Country(s):
Australia
MEC Department:
Integrated Planning/Communications Planning
Navigator:
Industry Sector:
Charities
Paid, Earned, Owned:
Paid
Spend category in billings:$0
Submitter's region:
Asia Pacific
Submitter's country:
Australia
Year:
2015
When did campaign run:
Business or consumer insight
Potential adopters fear that animals will be damaged by bad experiences and are concerned that you cant
truly connect with an old animal.
However people who have adopted a pet are huge advocates and believe the connection with an adopted
animal is stronger.
Insight: The perceived risk is abated when someone you know has done it before and had a positive
experience.
Our campaign needed to demonstrate that RSPCA animals make great pets. Authenticity was key, so the
campaign focused on showcasing real stories of how everyday Queenslanders have benefited from bringing
an RSPCA pet into their lives.

Submission
CHALLENGE
RSPCA animal shelters throughout Queensland continue to fill to capacity at key times of the year. Quite
literally, theres nowhere to swing a cat. RSPCA desperately needed to increase adoption rates, but there
were two significant barriers to overcome:
a.Low awareness. Many potential new pet owners didnt know about pet adoption from animal shelters
b.Negative perception. A lack of education meant that adopting pets from shelters was considered a risk
INSIGHT
Potential adopters fear that animals will be damaged by bad experiences and are
concerned that shelter pets wont fit into their lives.
However people who have adopted a pet are huge advocates and believe the connection with an adopted
animal is stronger. Theyre so passionate, theyre willing to tell the world their adoption stories.

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Insight: The perceived risk is abated when someone you know has done it before and had a positive
experience.
SOLUTION
Real stories, not clever scripts. Everyday Queenslanders, not skilled actors. We commissioned a moving
video showcasing the story of Darcy, a Staffie-Kelpie cross, and Brisbane mechanic Sam. It told how Sam had
benefited from bringing an RSPCA pet into his life.
TV, Cinema, and online video were identified as the key channels to provide scale, conveying this powerful
and authentic message to an engaged audience.
Social media was critical to building a higher level of trust and belief. So a call-to-action on all executions
urged other adopters to share their stories. #myRSPCApet
RESULTS
In just six weeks the campaign achieved outstanding media and business results.
Queenslanders embraced the testimonials with over 400 personal adoption stories shared. Over 80,000 video
views on Facebook and YouTube with strong engagement of 2.64% - nearly three times the industry
standard. The sRSPocial media campaign reached over 640,000 people with over 10K likes, shares and
comments. Thats our whole audience of potential adopters 1.8 times each!
A media investment of $88,000 became $399,308 worth of media value for this worthy cause.
Most importantly, by the midway point we saw the highest weekly adoption levels - 112% higher than average
weekly adoption rates.
Chief Marketing Officer RSPCA Qld, Christian Bowman said We were very pleased with the campaign that
MEC provided to us, as this helped us utilise our limited budget and creative resource to its fullest potential,
resulting in a really successful campaign.

Video/Audio: https://mecglobalideas.com/Judging/Campaign/c52f1ba6-9fab-4e79-8612bad19a67524e

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smart BoConcept Limited Edition

Award Category:
Client:
Brand:
Region(s):
Country(s):
MEC Department:

General
Smart
smart
Asia Pacific
China
Integrated Planning/Communications Planning, MEC
Interaction/Digital/Social/Search/Mobile

Navigator:
Industry Sector:
Automotive
Paid, Earned,
Earned, Paid
Owned:
Spend category in $0
billings:
Submitter's region: Asia Pacific
Submitter's country: China
Year:
2015
When did campaign
run:
Business or consumer insight
In a country where normally bigger and more expensive gives you bragging rights, and you want to sell a
smart little car
How did we achieve an ROI of 53:1 in 3 minutes?
We realized that social currency beats bigger and more expensive.
For our target audience, being able to show off is as, or more, important than the product itself.
Submission
Each year since 2010 (except 2011) we've partnered smart with different online platforms and, through
campaigns, successfully (each campaign) sold between 200-666 smart cars in between 1.5-8.5 hours.
CHALLENGE
This year smart aimed to sell 388 BoConcept Limited Edition cars through an 8 day long digital campaign, and
drive offline sales during April.
In China where normally 'bigger and more expensive' gives you bragging rights, we needed with this tiny
little car to create an experience worthy of our target audiences attention and action.

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INSIGHT
For our target audience social currency is as, or more, important than the product itself.
PLAN OF ATTACK
Move our thinking from category to culture and create China's first mobile commerce campaign.
IDEA AND ACTIVATION
We turned to the device and platform where our target audience lives and acts - mobile and WeChat creating a full eco-system where they could experience, share and buy the car, without having to leave their
mobile phones.
We invited our audience to engage with a 360 degree virtual car exhibition on mobile, allowing exploration of
smarts fine design elements, encouraging posting and sharing on WeChat.
We offered pre-registration, with a 999 RMB deposit, on WeChat 1 week before the final online sale. To
ensure offline conversion, smart dealers followed up these sales leads within 24 hours, inviting them to visit
the dealership.
On sales day, targeted display ads and WeChat push-messages functioned as last minute reminders and
triggers to purchase. Pre-registered users could buy the smart BoConcept car conveniently with only one
click.
RESULTS
Between April 14th and April 21st in 2014
388 smart cars were sold out in less than 3 minutes, achieving a generous ROI of 53:1.
More than 6,600 sales leads were collected within the week of the campaign. Of these, more than 25% placed
deposit in less than 24 hours.
Over 700,000 users engaged with the online Virtual Car Exhibition and generated almost 17.5 million reposts
on Wechat.
1,810 new brand followers were recruited on smart WeChat official account through the campaign.
Approximately 80,000 media reports around the event were generated
Total offline sales in April 2014 increased by over 23% year-on-year.

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Video/Audio: https://mecglobalideas.com/Judging/Campaign/8f5d4c86-e4d4-4e8f-aa354de915c40f9d

16

Stretch or Splurge: Sydney

Award Category:
General
Client:
Scoot Pte Ltd
Brand:
Scoot
Region(s):
Asia Pacific
Country(s):
Singapore
MEC Department:
Integrated Planning/Communications Planning, MEC Access
Navigator:
Industry Sector:
Travel & tourism
Paid, Earned, Owned:
Earned, Owned, Paid
Spend category in billings:$400,000
Submitter's region:
Asia Pacific
Submitter's country:
Singapore
Year:
2015
When did campaign run:
Business or consumer insight
Stretch or Splurge Sydney, an original reality webisode series created by MEC, became the first media
campaign to generate unprecedented incremental revenue for Scoot! Sydney was losing favour as a holiday
destination amongst Singaporeans. Many felt there was nothing Sydney could offer for a repeat visit. Others
perceived Sydney as an expensive destination that burns a big hole in their pockets.
As consumers became increasingly sophisticated, they demanded greater flexibility in travel. Some fly lowcost to splurge on hotels or shopping, so we empowered them with the knowledge to mix and match their
Sydney itinerary to build the perfect holiday.
Submission
How could Scoot, an airline that promises to put fun in travel, encourage consumers to consider Sydney as a
preferred holiday destination amidst a landscape of evolving travel preferences?
We spoke to our audience, people aged 25-44, to find out what hindered them from choosing Sydney as their
holiday destination. The following misconceptions unearthed:
1.
Been there, done that! those who visited before did not consider re-visiting as they felt there was
nothing else Sydney could offer beyond her iconic attractions.
2.
Everythings expensive in Sydney! those who had not visited before were reluctant to, thinking
that it would burn a big hole in their wallets.
A consumer-perception challenge could not be addressed overnight and Scoot had to overcome this to boost
its passenger loads. Earlier marketing efforts with fire-sale airfare had been unsuccessful, gaining little
traction from consumers. To entice consumers, it was crucial to empower them, showing how their travel
itineraries could be tailored, from booking of air-tickets to ground activities, all within their budgets.

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Singaporean travellers commence their research online about two months before their intended travel period.
We capitalised on our understanding of their research behaviour and disrupted the process by serving them
informative yet entertaining packaged info about Sydney, through an online branded content series!
Stretch or Splurge Sydney was born a four-part reality webisode series featuring places and activities that
were off-the-beaten track, with two hosts experiencing Sydney by stretching every dollar or a splurging
on the citys finest.
It was brought to life across paid (video networks, free-to-air TV), owned (website, Facebook, Twitter) and
earned (influencers blogs, screens within travel agents branches) media.
The hosts tossed a coin in each webisode to decide who took the stretch or splurge itinerary. Random
challenges for the hosts were crowd-sourced from Scoots social community. As an added incentive to watch,
The Price Is Right contest was launched where viewers guessed the price spent on each itinerary, proving
that it did not cost a bomb to enjoy Sydney.
The webisodes generated 23% increase in Sydney flight searches on flyscoot.com. Beyond driving
consideration, it also contributed to a 6% revenue increase versus last year and a 5% increase in yield per
customer since Scoot did not have to provide heavily discounted fares! This campaign went on to win multiple
awards - Excellence in Media Strategy by Marketing Magazine and Best Use of Content at the Singapore
Media Awards!

Video/Audio: https://mecglobalideas.com/Judging/Campaign/1c07c396-9960-43b7-973900ac5e4b709b

18

The Rise of Boo Loo San

Award Category:
Client:
Brand:
Region(s):
Country(s):
MEC Department:
Navigator:
Industry Sector:
Paid, Earned, Owned:
Spend category in
billings:
Submitter's region:
Submitter's country:
Year:
When did campaign
run:

General
Energizer Malaysia
Schick Exacta 2
Asia Pacific
Malaysia
Buying/Implemention/Trading, Integrated
Planning/Communications Planning
Cosmetics & toiletries
Earned, Owned, Paid
$72,000
Asia Pacific
Malaysia
2015

Business or consumer insight

For young Malaysian males where image is everything, brands need to do something fresh & unconventional
to get noticed, and ultimately accepted. Trying to compete on share of voice is impossible, Schick Exacta
needed to outsmart the significantly bigger budgets of its competitor: Gillette.
Submission
By creating a localized event with humorous content delivered through hyper-relevant channels, Schick was
able to emotionally engage young Malays males and counteract the blanket messaging of its competitors.
In 2014, the only creative asset available for the launch of Exacta 2 was a regional TV commercial featuring a
hero-type, Bruce-Lee lookalike: Exacta Lee. However with every great story, it is crucial to have an
antagonist. So MEC created a parallel villain: Boo Loo San (Mr Hair). And this is where the story began.
Using tactical media placements, we pitted the two characters against each other in comical conflicts whilst
rallying support from young men across Malaysia to help defeat Boo Loo San. As digital natives, we knew
Facebook is where our audiences own life stories play out. This made the Schick Facebook page the perfect
platform to host this battle between good and evil.
We seeded news of the impending Boo Loo San threat with key social influencers to drum up support for
Exacta in the form of likes on the Schick Facebook page.
We then developed the personalities of each characters through a partnership with top performing radio
station Hitz FM. Working with the stations celebrity presenters, we created a series of mock interview with

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Exacta Lee, only to have Boo Loo San storm the studio each time, resulting in humorous clashes between the
characters live on air.
At the same time, Schicks Facebook page was hijacked by Boo Loo San with a social battle between the
characters unfolding over the next day. This created highly engaging content with members of the Facebook
community joining in the fight against Boo Loo San through different social engagements.
The campaign succeed in emotionally connecting with Men 18-34 demonstrated by:

Schick Exacta recorded its highest ever market share in Malaysia (22.7%)

Online campaign engagements exceeded 57,000 and the page engagement rate reach 34%, all for a
media spend of less than $7,000

Schicks Facebook page ranked 4th highest for engagement in Malaysia during the campaign period,
the first ever Personal Care brand to reach Social Bakers Top 5

MEC has successfully localized a regional campaign making it relevant to our local target audience
by speaking their language. Their in-depth understanding of our audience and the dedication shown is
reflected on how well people have responded to Boo Loo Sans campaign. Well done! (Carrie Lim, Senior
Brand Manager Schick Malaysia)

https://mecglobalideas.com/Judging/Asset/97305ad8-0769455b-bfa7-d6efa74cf5a9?download=true

Video/Audio: https://mecglobalideas.com/Judging/Campaign/c32ab0f9-f247-4f92-861285e72b5511c6

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Tom & Bens Singapore Sling

Award Category:
General
Client:
Singapore Tourism Board
Brand:
Region(s):
Asia Pacific
Country(s):
Australia
MEC Department:
Integrated Planning/Communications Planning
Navigator:
Industry Sector:
Travel & tourism
Paid, Earned, Owned:
Owned
Spend category in billings:$0
Submitter's region:
Asia Pacific
Submitter's country:
Australia
Year:
2015
When did campaign run:
Business or consumer insight
INSIGHT
Singapores bland image is a consequence of comms having to appeal to people from all corners of the world.
But Australians believe that theyre different. Theyre not ordinary tourists, they like to think that theyre the
worlds greatest travellers. When they look at travel sites like Trip Advisor, they dismiss the reviews of other
nationalities and seek opinions of their own people.
If we wanted the Singapore story to be persuasive to Australians, it would need to be told by Aussies, for
Aussies.

Submission
CHALLENGE
Mate, its bloody boring! Just get me through Changi and on to somewhere exciting. That was the opinion
of Australian travellers when asked about Singapore.
The task: change this perception and increase consideration as a holiday destination, not a mere stopover.
INSIGHT
Singapores bland image is a consequence of comms having to appeal to people from all corners of the world.
But Australians believe that theyre different. Theyre not ordinary tourists, they like to think that theyre the
worlds greatest travellers. When they look at travel sites like Trip Advisor, they dismiss the reviews of other
nationalities and seek opinions of their own people.

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If we wanted the Singapore story to be persuasive to Australians, it would need to be told by Aussies, for
Aussies.
SOLUTION
Give a truly Australian perspective on Singapore by developing unique content showcasing what Singapore
could offer the Aussie traveller.
We commissioned Australias #1 TV network, Seven, to create Tom & Bens Singapore Sling, a 60-minute
program hosted by two of Australias most popular personalities. The show highlighted the contrasts and
diversity of Singapore from a uniquely Australian perspective.
This was more than a one-off prime time broadcast. Promotional content and additional footage were aired
across the Seven Network, with extensive in-program coverage in Australias #1 breakfast show Sunrise.
The content idea extended to Yahoo! Total Travel. An additional 15 content pieces were created including
articles, galleries, competitions and interactive guides to engage people as they looked for information.
The PR generated extended across radio, print, on-line, TV and social, with 28 placements including editorial
in the Sydney Herald and radio broadcasts on 2DayFM and Nova.
This multi-media branded content partnership created an abundance of content for STB and its partners,
which continues to live well beyond the campaign period.
RESULTS
Tom & Bens Singapore Sling was the 7th most watched program for the night. The total combined audience
of 1.1 million smashed many regular shows.
Digitally, the content achieved over 81,000 views. At 3.5 minutes, the average session time was a full 1
minute longer than the Yahoo! average.
But more importantly
A quantitative showed that STBs core KPI, consideration as a holiday destination, had doubled from 13% to
26% (source: Hub Insights). By creating content by Aussies, for Aussies, twice as many Australians have
Singapore at the top of their holiday wish list.
Let me out at Changi mate, Im staying here!

https://mecglobalideas.com/Judging/Asset/bd0dfb78-cbd54802-b30a-9efb660b9c66?download=true

Video/Audio: https://mecglobalideas.com/Judging/Campaign/93a9e681-3d69-4e2f-8b373cec13647cf9

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WhatTheBlack
Award Category: General
Client:
Colgate Palmolive (India) Ltd
Brand:
Colgate Slim Soft Charcoal
Region(s):
Asia Pacific
Country(s):
India
MEC
Buying/Implemention/Trading, Integrated Planning/Communications
Department:
Planning, MEC Interaction/Digital/Social/Search/Mobile
Navigator:
Industry Sector: Cosmetics & toiletries
Paid, Earned,
Earned, Owned, Paid
Owned:
Spend category in$0
billings:
Submitter's
Asia Pacific
region:
Submitter's
India
country:
Year:
2015
When did
campaign run:
Business or consumer insight
Human Truth#1

Toothbrush is a low-interest, low-involvement category. Its relationship with the consumer only lasts for 5
minutes every morning, that too in his/her passive mind-set.

Human Truth#2

People are used to see certain things in a certain way. When they see things in their not so used to way, they
gets surprised. It makes them curious. They talk about it.

Human Truth#3

Objects in black are considered as premium. Objects in black are considered as classy. Objects in black are
considered as modern. Objects in black are considered as sophisticated. Objects in black are considered as
elegant.

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Submission
THRIVE is when you put aside conventional wisdom and aim to scale untraversed territories.

THRIVE is when you make a category not gone beyond TV & Print in the past 3 years do a launch with digital
at the core.

Colgate was introducing a unique black toothbrush Colgate Slim Soft Charcoal in India in the super premium
niche category with a 0.2% share target by end of 2014. This was a competition stronghold territory where
Oral-B was being considered as a modern, advanced & differentiated brand and enjoyed a strong loyal
franchise.

Challenge: Toothbrush is a low-interest, low-involvement category with virtually no attention arresting

capability. How to tackle the category problem while differentiating Colgate offering?

Plan of attack: Create something so disruptive that even an everyday object like toothbrush becomes a public
talking point.

It all started with tricks to put black in the spotlight and make black desirable. Partnering with a blogger
directory, we made bloggers write about their most desirable black items. Key opinion leaders started
discussing about it on social media warming up the playground.

Several key opinion leaders from different fields, e.g. bloggers, media personnel, RJs, and corporate leaders
were sent one unique black item every day for 4 days. These were items that we are otherwise accustomed to
seeing in white, e.g. black egg, black tissue papers & paper cups, black newspaper, etc. Also, all of them cued
to be associated with some morning routine / regimen. Their reaction - #WhatTheBlack!

Word spread like wildfire on internet. These unique and interesting cues made everyone trying to connect the
dots and demystify #WhatTheBlack.

Finally, the mystery unravelled with the influencers receiving the fourth item a pack of Colgate Slim Soft
Charcoal. The launch announcement happened across several national and regional dailies and news websites
uncovering #WhatTheBlack and Slim Soft Charcoal. Hold on all those newspaper and sites had turned
black.

Even before a single penny on paid media was spent, #WhatTheBlack had made Colgate Slim Soft Charcoal
familiar to 23 mn Indian consumers (saving $260,000 media money) through just 200 KOLs.

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In order to sustain the earned media momentum, paid media activity started encompassing TV vignettes,
print ads across dailies and magazine, in-store promotion, display, mobile, and paid search.

Huge demand driven by word of mouth witnessed 2014 market share target achieved just within 2 months
and product going out of stock. Year ended 250% above target (0.5% share).

https://mecglobalideas.com/Judging/Asset/4a6b9eff-0c7048df-b2b7-55314bc92316?download=true

Video/Audio: https://mecglobalideas.com/Judging/Campaign/a00ef0ab-de4b-48ea-9f654d8436e6d537

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