Coles::: advertising that works /sells (DDB Melbourne)

It will probably never win an award but it’s a great example of using the strengths of the medium -Sydney Daily Telegraph- to deliver on what is a really strong strategy.

The brand is Coles, and the idea is incredibly straightforward, yet very well done. Five cut-out recipes that allow you to feed four people for under ten bucks. it’s also backed by having the receipes on the Coles website.

It’s the kind of unglamorous, but hard-working advertising that more agencies should be aspiring to - particularly in the current environment. I’m not certain, but I think DDB Melbourne is behind it. I bet the product flies off the shelves.

it is all about packaging and presentation

Shopping online for food has never been so cool (and even sexy).



Check out the website of Les Gourmandises de Lolita Lempicka where food photographs, illustrations and animations mix in a sweet and engaging way

it is all about packaging and presentation

Shopping online for food has never been so cool (and even sexy).

Check out the website of Les Gourmandises de Lolita Lempicka where food photographs, illustrations and animations mix in a sweet and engaging way

Saudi Arabia ::: useful pictures references

GalenFrySinger

resourceful with pictures of Saudi culture in the rural areas. With pictures of experiences like Bedu dinner and Bedu farm.

Tour Saudi Arabia
highlighted by an American Woman’s travels to the country.

BBC World Service Trust::: Say condom aloud

BRAND OWNER:BBC
CATEGORY:Pharmaceuticals/ Healthcare
REGION:India
DATE:2008


Condom usage in India is very low, with only 15-20% of sexually active people using them. The problem was that anything associated with sex is taboo in public, and the word “condom” connotes negative associations with HIV and immoral behaviour.

The BBC World Service Trust, funded by the Bill & Melinda Gates Foundation, wanted to get people to accept condoms and remove the stigma attached to them.

The key aim was to get people to say the word condom aloud in public without taboo. If they couldn’t say the word, they were never going to ask for condoms at the pharmacy.

Quantitative and qualitative research done by the AIDS Foundation, showed that men who talk about sex and condoms freely are more likely to be consistent condom users.


BBC World Service Trust adopted a strategy to get people to say the word “condom” aloud in public and start discussions bout them.

Media, in addition to the ads on air, took on the task to act as a catalyst to make condoms an acceptable word.



The campaign started with a contest where the consumer had to answer a riddle, the answer to which was the word “Condom”. The contest was aired on several TV channels, radio stations and cinema halls.

Consumers had to call a voice portal and say the correct answer to win prizes. As the second leg, we created a buzz by leveraging the creative in which the words “Kabbadi” used by the players in a popular local sport got replaced with the word “CONDOM”.
We got editorials in publications and radio anchors to report a fictitious tournament in which the players actually used the word “condom” instead of “Kabbadi” in real life.
This acted as a lead-in to a debate asking consumers for their opinion about saying the word in public. Thirdly they created a ringtone using the word condom, downloadable through SMS from campaign site www.condomcondom.org.

The campaign reached 139 million adult men nationally versus the targeted 48 million. 400,000 people participated in the contest riddle; 475,000 people asked for the condom ringtone download through the SMS short code, 200,000 downloaded the ringtone from the website.
The website received over 3.5 million hits over the campaign period. As per NACO, (National Aid Control Organisation of India), condom sales through government channels grew by 5.0 million units in the last six months.

Rexona:::Deo verus B.O.

BRAND OWNER:Unilever
CATEGORY:Toiletries/ Cosmetics
REGION:Romania
DATE:May 2008 - Jun 2008


In 2007, Rexona set itself an ambitious mission – to get every woman in Romania to use deodorant every day.

Consumption per capita was rising, but the nation was still far behind Western European markets. Women in England use deodorant five times more than those in Romania.

Romanian women like to be admired by men and put a lot of effort into the daily ritual of looking good.

Rexona wanted to convey the message that if a woman smells of body odour then their efforts and aspirations to be beautiful would fall apart. The first stage of activity centred around the tagline “Romanian women do it five times less than English women” in an online and print teaser campaign.

Intrigued and “activated” the campaign, a number of TV and radio hosts tried to solve the mystery.

After one week of questioning the headline Rexona revealed that the “do it” referred to use deodorant.
The second phase aimed to raise paranoia about not using a deodorant and also create a social debate about deodorants’ usage habits, using a celebrity endorsement. Romanian singer and actress Jojo was recruited to accept the challenge of one week without deodorant, documenting her experiences on a daily TV slot and in an online diary.

She was also invited to talk about the experiment and its social significance in well-rated TV shows.
As a result, the campaign became a key topic in media for more than a month, and deodorant consumption per capita grew 15% year on year and Rexona value market share increased with 2.4% (June 2008 vs. June2007).

Nike:Nike Human Race

BRAND OWNER:Nike
CATEGORY:Accessories/ Clothing/ Footwear
REGION:Turkey
DATE:Jul 2008 - Sep 2008

Turkey is a country without a serious running culture. Nike wanted to use a global event to get a non-running nation thinking and talking about running, create a base for upcoming running campaigns and activities and build a direct association between the sport and their brand.

The main challenge was to get 10,000 people to run while maintaining alignment with the global strategy.

Nike Human Race 2008 was a global phenomenon which was localized for the Turkish market.

Nike needed to remind non-athletes of their lack of motivation, and so teamed up with the Dogan Group to enable this.

The Dogan Group gave Nike access to nine TV stations, 5 newspapers, 13 monthly magazines and 6 websites. Script editors were instructed to include reference to Nike Human Race wherever possible.

It gave Nike unprecedented access to its celebrities, produced and aired celebrity spots, engaged columnists to write about the event and integrated the event story into programmes, news and talk shows.

The Government supported the initiative as part of a national health drive and allowed the race to be run over the famous Bosphorous Bridge for the first time ever.

The event was also integrated as a mini-game into one of the biggest social networks.

Mobile was used for location-based MMS messaging, which was sent to the Nike database.

Outdoors, some 150 government owned bridges were branded for the first time.

As a result the race was three times over-subscribed, with 10,000 people taking part. Some 860,000 people visited the Nike Human Race site and the uplift of sales in Nike Plus kits was beyond expectations, with more than 5000 kits sold in 3 months – equivalent to the total amount sold during the previous two years