Cannes Lions 2005
Titanium Lions
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Description:
Virgin Mobile is a leading Australian youth brand. Our consumers are sociable, fashion conscious and their mobile phone is an essential part of life. The lead product claim is an on-net flat rate of $0.05/min calls or texts, the benefit of which is an enhanced social life. The "Get tighter with your Posse" campaign revolves around 5 CENT, a fictional midget rap star with all the fame and trappings of his larger and more famous hip-hop counterpart 50 CENT. The idea was to show 5 CENT using his phone and Virgin Mobile's 5ч rates to get his posse over to his poolside party.
Launch and Execution:
PR launched the 5 CENT campaign and the website went live on Friday 10.09.04. TV and taxi backs broke on Saturday 11.09.04. In-store collateral and staff uniforms were in place by Monday 13.09.04, followed by all other merchandise (lanyards, caps, t-shirts, dog tags) on 26.09.04. The "Posse Pack" retail box hit the stores on 3.10.04 along with 5 CENT'S promo CD single. The radio campaign broke on 10.10.04. The Big Day Out music festival sponsorship ran throughout January, with 5 CENT appearances across the country on Virgin Blue planes, at the music festivals and in Virgin Mobile stores.
Results:
5 CENT'S popularity was clear from the people queuing up to get his autograph at January's "Big Day Out" festivals. But in real terms: new customers were up 12% on the same time last year and outstripped market growth by over 100%. Call minutes per customer increased by 350% (Virgin to Virgin) which maintained average revenue per user despite a significant cut in call rates. These combined to be worth over $3M AUD in incremental profit to Virgin mobile over the projected lifetime of new users and ensured 5 CENT had paid for itself even before it came off air.
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Description:
Premium, iconic brands often find their products being knocked off by counterfeiters and sold on the black market. In a pro-active measure, we decided to warn people of the dangers of buying a counterfeit Mini Cooper. We established a consumer watchdog group called the Counter Counterfeit Commission (CCC), dedicated to stopping the spread of counterfeit MINIs. The CCC's efforts included a 10-minute DVD advertised on national television, a brochure comparing real and fake Minis, alert messages in automotive classified publications (conveniently placed immediately after ads for counterfeit Minis), and grass roots, street team effort at the New York Auto Show.
Launch and Execution:
We launched a national television campaign with a :60 spot advertising the CCC's DVD, Countefeit Mini Coopers. The DVD shed light on the problem of counterfeit Mini Coopers, provided necessary information to ensure consumers are buying the genuine article, and profiled the CCC's efforts to stop the problem. The CCC also published a brochure about the issue, which was inserted into national magazines, ran alert ads in automotive classified publications, and took to the streets to spread awareness of the epidemic at the New York Auto Show. Finally, the CCC's website, counterfeitmini.org, served as a resource for consumers to learn more about the problem, seek information, and post suspected fakes of their own.
Results:
The campaign immediately spurred online activity in Mini chat rooms and automotive blogs. Clients and consumers alike responded favourably to the effort and were entertained with the content and its ability to highlight Mini's proprietary product features in a unique and engaging way. The industry too was interested in the effort as the campaign has already been highlighted in articles in Adweek, The Wall Street Journal, and on AdCritic.com. Coming off the heels of counterfeit's launch, Mini posted its best sales month ever, with a March 2005 sales total that was up +44% from the same period last year.
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Description:
The animated "Hate Something, Change Something" campaign launched Honda's first ever diesel engine, by explaining the maverick thinking behind the engine's development in an equally maverick and unconventional fashion. The campaign promoted a new positive philosophy for life - "Hate Something, Change Something" - which stemmed directly from the way the engine designer used his own hatred of diesel engines to inspire himself to build something better. The campaign spanned a wide range of different media platforms, including online gaming, interactive TV, sticker postcards and radio.
Launch and Execution:
The campaign launched with a bang that exploded into lots of media. The intention was to hit people with a wall of communications, designed to surround them with a world of positive hate. Two minute radio spots established the song and got the nation whistling. A ninety second film - first on cinema, later on TV - gave the song the context of an epic visual landscape. A viral game tickled people into visiting a microsite, where the detailed diesel story was showcased. Interactive TV, press and sticker postcards then encouraged further interaction with Honda's belief in the power of positive hate.
Results:
The campaign generated some fantastic reaction, like 43% more visitors to honda.co.uk. During the campaign, Honda went from having the 5th most visited car website, to number 1. Over 20,000 punched-in their details with the interactive TV ad. 68,000 played the online game. Tracking indices showed: Spontaneous brand awareness +62%, brand liking +29% and preference +33%. Honda's diesel engineer was Kenichi Nagahiro (who inspired the campaign - he hated diesels). He was awarded Top Gear's Man of the Year. Needless to say, Honda are proud to describe this campaign as one of their most successful ever.
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Description:
Volvo distinguishes itself through its single-minded approach towards building cars for real people and for real-life challenges. We created the "Life on Board Project" to demonstrate how Volvo takes inspiration from people, their conversations, their ideas and their lives. The Project documents seven conversations about life, between real people driving in a Volvo. Authenticity was crucial. Accordingly, we took the unconventional decision to reject actors, scripts, storyboards, special effects, stunts in favour of real people, real life and unscripted conversations.
Launch and Execution:
Our communications strategy served to expose the target group to the breadth and depth of Project material as quickly as possible. For this reason, assets in many different formats to enable this time-poor, discerning target group to explore the wealth of Project material in a user-friendly manner. Project premiered at Paris Motorshow in time with T-T-L activities. The Volvo Website hosted the full Project experience, but Project material was also available on a PDA microsite, DVDs in national press and as in-flight entertainment (market first!). Offline and online activities served to drive traffic to these Project hubs.
Results:
All brand image indices significantly improved vs Q1-Q2 2004. Ad tracking revealed strong positive consumer reactions to the campaign's content and more subtle, implicit, approach. This was accompanied by significant percentage increases in consumer consideration of Volvo products. Showroom traffic: +20% vs 2003 Internet visitors: +90% vs 2003 Share of market increase: +12% vs 2003
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