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Size 23.5 X 34.8 cm
Entertainment merchants
of 21st century
Rashi Entertainment has emerged as a
major force commanding great reputation
in Creativity Professionalism & Deliverance
in a highly challenging enviorment
Rashi Spells class in event planning &
implementation and extending confidence
for a large number of clients spread all over
India with a track record of successfully
managing more then 2500 events in a short
duration of eight years.
Rashi is synonymous with top-of-the-line big
league events
Artist
Management
Rashi Entertainment
has a wide team of professionals,
who can mount a show at the
shortest possible notice. The
communication and resources
are perfectly synchronized, to
create an event of exceptionally
high standards.
Private
Extravaganza
Products
Launches
Event
Management
Our Network
DELHI RASHI
KOLKATA RASHI
B-9, Greater Kailash Enclave-II,
H. No. 8/1, H Diamond Harbour Road,
Indira Niketan 1st Floor,
Kolkata 700027
Ph.: 033-24567969,
Mob. : 09830776272
E-mail : [email protected]
New Delhi-110 048,
Ph: 011 - 40546007 (20 lines)
Entertainment merchant of the 21st century
RASHI ENTERTAINMENT (PVT). LTD.
E-mail:[email protected]
CHANDIGARH RASHI
SCO 175, Sec. 38 C&D, 1st Floor,
Chandigarh
Ph.: 0172-5061016/ 17 ,
Mob.: 09872341555, 09872342555
E-mail:[email protected]
LUCKNOW RASHI
LUDHIANA RASHI
AJMER RASHI
630, Gurdev Nagar, Adjoining to
Kumar Kuteer, Near Kanji House,
114-B, Eldeco Highway Plaza,
Hotel Park Plaza, Ferozpur Road,
Ganj, Ajmer 305001
Raebareli Road, Lucknow-226025
Ludhiana 104 001
Ph.: 0145-3206969,
Ph.: 0522-3296111
Ph.: 0161- 2772993,
Mob.:
09828053399
Mob.: 09839229706, 098838804007
Mob.: 09988210192 / 93
E-mail : [email protected] E-mail : [email protected] E-mail : [email protected]
For Event Enquiry Contact:9310288888
India’s platform for Events and Experiential Marketing
Print Newsletter October 2008
25
CYG 2008 : Pune decks up and delivers
BY Jagadeesh Krishnamurthy
W
ith the IIIrd Commonwealth
Youth Games (CYG) in Pune
setting the standard for future
sporting events, organizers of
the 2010 Commonwealth Games
(CWG) scheduled to be held in
Delhi have a mammoth task on
their hands. With participation
from over 1,300 athletes and
350 officials from 71 countries,
organizers of the weeklong event
managed to enthrall all.
The sheer scale of this event
made it necessary for organizers
to involve multiple event
management agencies to handle
affairs. Some of the agencies
that were part of the weeklong sports event included
Wizcraft, Rangpuhar and Mirchi
Activation.
“Event management companies
were hired only for the cultural
aspect of the Games, through
a tender process. Organising
of the Games was done by
the
Organising
Committee
and the Games Technical
Conduct Committee,” noted
Vikrant Bhuptani, Jt. DirectorCoordination, Commonwealth
Youth Games Pune 2008.
He was optimistic that India has
developed the infrastructure for
hosting Games like CYG and
CWG. “India has hosted the
Asian games and National Games
in the past and now we are also
gearing up to host the Olympics
after the successful hosting of the
CWG Delhi 2010,” he added.
Following the successful bid from
Delhi in 2003 for the CWG, India
won the rights to host both the
Games. Since Delhi is undergoing
infrastructural work, the youth
games were awarded to Pune
after the inspection of the sports
infrastructure by Michael Fennell,
President, Commonwealth Games
Federation.
Before the Games began...
Leading up to the Games,
Wizcraft had put together a ‘365
Days to Go’ (to the Games)
celebrations in Pune. In the course
of that build up, nine disciplines
of sport were highlighted through
a shadow dance by the Shiamak
Davar Dance Company. Another
highlight of the campaign leading
up to the Games was the ‘100
Days to Go’ celebrations, where
100 dhol-wallas jammed with
electronic musicians Jalebee
Cartel.
CYG merchandize was also
launched in this phase through a
fashion show, and Terence Lewis
performed. The theme song was
rendered with a special dedication to
‘Save the Tiger’. The tiger was also
the mascot for the Commonwealth
Youth Games 2008. On a parallel,
a ‘Save the Tigers’ campaign is on,
to create awareness on the critical
state of the Indian tiger. The Games
also espoused the ‘green’ theme.
Ceremonies
From air shows to song and
dance performances to thrilling
motorcycle stunts, the opening
and closing ceremonies for
the Games had it all. Managed
by Wizcraft, the two acts also
ensured Bollywood presence at
the Games with performances by
Shilpa Shetty, Ritiesh Deshmukh,
Shiamak Dawar and Kunal
Ganjawala at the Balewadi
stadium. The opening and closing
ceremonies also featured school
children from Pune, dancing to
‘varied synchronizations’. The
shows were designed to showcase
Indian and Maharashtrian culture
and tradition, with a blend of
modernity.
Mumbai-based Rangpuhar created
special shows for the sporting
event. The agency had executed
the Baton Relay Pune leg on
October 9, with truck floats, small
vehicles and over 1000 dancers
traveling a distance of 14 kms
through the city of Pune.
During the games, performances
based on Indian culture were
organized for the athletes and
other dignitaries. The felicitation
of medal winners with a large
procession through Balewadi,
with 400 dancers, ending on
the specially created set, was
also handled by the agency. An
exhibition for demonstrating and
selling of handicrafts was also
handled by them.
India’s platform for Events and Experiential Marketing
Print Newsletter October 2008
26
The Best Promotional Marketing Campaign in the World,
...was also the simplest
60 million people expressed solidarity in the fight against climate change in 2008, through Earth Hour. All they needed to do was flick a switch.
BY TEAM EVENTFAQS
W
hen the kids from the neighbourhood came home to solicit support
for a social cause in our Mumbai suburb, one assumed it was for
street children’s education, the homeless elderly, or victims of flood
in some part of the country. One also assumed therefore, that they
would ask for a contribution in cash or kind. They asked us to switch
the lights off instead. The first impact of the Batti Bandh campaign was
felt from within. The repercussion in the mind was automatic – one
started thinking of the cause. The effect that the campaign has had is
history now. Hopefully, the campaign will also help change the course
of history that threatens our future, and help the world in its conscious
fight against climate change.
Batti Bandh was the Mumbai manifestation of what started as the The
Earth Hour Campaign, conceived by Leo Burnett Australia and the
World Wildlife Fund Australia. The campaign went global in 2008.
And befittingly, global recognition for the creators of this campaign
has come now, in the form of the ‘Best in the World’ honour at the
23rd MAA Globes Recognition Programme. Organisers stated that the
campaign showed that one solution for Climate Change was in the hands
of the people. Earth Hour was adjudged the Best Integrated Campaign
at the MAA Globes. Like many, many other successful communication
campaigns from across the world, the beauty of this campaign was in
the simplicity of the idea and the clarity of the message. The impact
of the campaign was without doubt universal, because of its ability to
mobilize an army in different pockets of the world, to evangelize the
thought leadership for change through action.
“Whilst we’re blown away to have Earth Hour named the Best
Promotional Marketing Campaign in the world – what really blew us
away is how we’ve created a campaign that has changed the world
we live in for the better, with over 50 million people taking part in
Earth Hour in 2008. We’ve shown the world that individuals can
make a positive difference to the earth’s problems and that’s something
we’re incredibly proud of!” said Martin Walters, Managing Partner
– Promotional Marketing, Leo Burnett Australia.
Statistics available show that 370 cities around the world turned off their
lights. Leo Burnett Australia notes that 94 percent of the top 100 ASX
registered companies and all 5 top banks participated, while 2,90,000
people and 20,000 businesses registered online and participated.
From www.earthhour.org :
• Earth Hour was held in more than 35 countries across seven continents,
including Antarctica across more than 18 different time zones
• From the Middle East to Asia to Europe and the Americas – millions
from all corners of the globe played a part and celebrated Earth Hour
in their own local way
• 40,000 people gathered at a pedal powered concert in Tel Aviv;
19,000 people gathered to hear Nelly Furtado sing in Toronto, Canada;
businesses, school groups, communities and individuals celebrated
all over the world with candle lit dinners, torch parties and street
celebrations
• The lights of the Coca-Cola headquarters in Atlanta USA switched
off as did the famous Coke sign in Kings Cross, Sydney as well as the
Coke billboard in Times Square, New York. Google home page went
black
• Iconic buildings and landmarks went dark including the infamous
Alcatraz Jail in San Francisco, The Sydney Opera House, The Sears
Tower, Azrieali Tower in Tel Aviv, Tivoli in Copenhagen, The Coliseum
in Rome, Italy, Jumeirah Hotel in Dubai and the lights of Brighton Pier
in the UK
Earth Hour 2008 was the biggest voluntary power down in history. It
inspired many people and businesses to change their energy habits and
is said to have influenced government policy in some countries.
It all started with a simple question:
“How can we inspire people to take action on climate change?”
The answer:
“Ask the people of Sydney to turn off their lights for one hour.”
India’s platform for Events and Experiential Marketing
Print Newsletter October 2008
Campaign Title:
Client:
World Wildlife Fund
BEST IN THE WORLD Earth Hour
Best Integrated Communications Campaign
OVERVIEW
Australia is the world’s biggest per capita contributor in terms of
greenhouse gas emissions, but for most Australians, climate change
was seen as a cause that’s simply too big for them to tackle. They
think “I’m only one person – what can I do ?” World Wildlife Fund
Australia’s Agency, Leo Burnett changed that with an idea that would
demonstrate to every Australian that the solution to climate change was
in their hands.
The Agency targeted consumers and businesses in Sydney, Australia’s
largest City, with a call to action to turn off their lights for one hour –
Earth Hour, to help make a difference to global warming, demonstrating
that there are many small changes which can be made by the public on
a daily basis that will help reduce energy consumption and gradually
reduce global warming. All they had to do was flick a switch !!
In 2007, Earth Hour became an idea owned by the whole city, it was
everywhere in every medium possible, from window displays in local
cafés and supermarkets to outdoor, radio, TV and online.
What’s more, all of this was achieved with no media budget and a very
limited production budget – it all had to be obtained pro bono from
willing media partners and corporate supporters
27
Agency:
Leo Burnett. Australia
RESULTS
This simple symbolic act showed people how easy it was for them to
have a tangible positive effect on the planet and engaged individuals,
small businesses and corporations in Earth Hour, resulting in:
• Energy consumption in the city being reduced by 10.2%
• 97% of Sydneysiders being aware of Earth Hour
• 65,000 individuals and over 2,200 businesses registered for
Earth Hour
• 2.2million people switched off their lights (equivalent of taking 48,000
cars off road for 1hour)
• A$16.8 million generated in free media
In 2008, Earth Hour went global.
370 cities around the world turned off their lights, 94% of the top 100
ASX registered companies and all 5 top banks participated, 290,000
people and 20,000 businesses registered online and participated. Initial
early reports indicated that upwards of 60 million people participated
worldwide.
Back home, the Batti Bandh battle
It was Batti Bandh in Mumbai, and it went by other names in other parts
of the country. India was, in a way, one of the early adopters of the Earth
Hour, with customisation to suit the region. While Earth Hour, which
originated in Australia, is said to have gone global only in 2008, we
witnessed the Mumbai Mayor leading the pack in December 2007.
Soon after the concert, on December 15, between 7.30 and 8.30 pm,
Mumbai will put out its lights for the cause of spreading awareness
against climate change. It’s the time for Batti Bandh II, and the property
has found a mascot in ‘Battameez Batti’, a large yellow bop bag with a
caricature of a bulb (shown as an evil).
The awakening towards fighting climate change is not isolated to Batti
Bandh. Several brands have consciously taken up the initiative, and this
includes some agency brands too. Among them is Wizcraft, which sent
out a loud and clear message during the IIFA awards, when it rolled out
the ‘Green Carpet’.
Organisers claim that more than 20 lakh Mumbaikars participated in
the campaign last December. Activities surrounding the actual Batti
Bandh hour, and during the hour, are far from boring. The attempt
has been to create experiences around the central theme. This year,
organisers claim to be coordinating efforts with volunteers from Delhi,
Ahmedabad, Hyderabad, Bangalore and Chennai.
‘Saving Planet Earth’: Wizcraft promotes Pidilite IACC
The International Art & Craft Contest 2008 (IACC)
involves school children from across India through
a painting competition, in the fight against global
warming. The India theme of the competition is
‘Saving Planet Earth’. The competition is being
promoted by Wizcraft to further efforts of its Green
Globe foundation.
The competition is hosted by Pidilite Industries. The Green Globe
Foundation, TERI and UNEP have endorsed the competition, and are
responsible for inviting school children to participate in the fight against
global warming.
India to host Live Earth event on Dec 7; WizCraft bags mandate
On December 7, 2008, India will play host
‘Live Earth India’, the concert for a ‘Climate in
Crisis’, in Mumbai. The event, coming to Andheri
Sports Complex, will be managed by WizCraft
International.
The prestigious global concert will feature worldrenowned musicians and performers, environmental advocates and
celebrities from India, the US and all over the globe. Performance Audio
is also a part of the event.
(Read the full stories on www.eventfaqs.com)
On the agenda this year too are several fun events, like street plays, a
treasure hunt involving schools and colleges, a concert, and more.
EVENTFAQS caught up with a ‘co-founder’ of Batti Bandh in
the city, Kieth Menon
The markets are down this year, so we’ve seen
less support from brands and a lot of brands have
withdrawn from funding events that lead up to
the day of Batti Bandh. The events are in support
of the fight against Global Warming. The day for
Batti Bandh is December 15. In 2007, we saved
178.5 mega watts of electricity through Batti
Bandh.
We had the support of close to 500 corporates,
who supported the cause or participated in one way or the other. We
also had most of the government bodies on board. This year too, we’re
in conversation with the government.
Batti Bandh is an officially recognized event by the UN. For this year,
we’ve also tied up with the Live Earth concerts that will take place
shortly before the 15th of December, and we will be promoting Batti
Bandh through the concert as well.
India’s platform for Events and Experiential Marketing
Print Newsletter October 2008
30
The MAA Globes 2008
Celebrating excellence in promotional marketing
The MAA Globes property is an award property with a difference.
While several awards celebrating promotional excellence exist
in specific geographies, MAA Globes hunts for the best from
amongst these regional award winners, from across the world. In
other words, winning entries from Promotional Marketing Awards
take centre stage here, and the best among them are awarded by a
jury comprising leading professionals from the world of marketing
and promotions.
“This year, the MAA GLOBES Recognition Programme grew in
reach, attracting five new Globes partners; the Promotion Marketing
Association from the USA, organizers of the prestigious Reggies
Programme, Ireland, Austria, Switzerland and Turkey. The entries
this year demonstrated far more creativity and innovation than
in recent years, with more emphasis on multi-tiered promotions
which involved more than three marketing disciplines. Promotion
Marketing is expanding rapidly within North and Eastern Europe
and throughout Asia in the areas of Experiential, Tie-in Promotions,
Cause Relation and Loyalty,” said Mike Da Silva, President MAA
Worldwide and VP-Marketing for the MAA Globes.
Two
Indian Winners at the MAA Globes Awards 2008
Ten Indian entries were in contention for the MAA Globes Awards, by virtue of being winners at the PMAA Dragon from Asia.
Best Trade
Marketing
or Account
Specific
Campaign
Solutions Digitas bagged a Globe (Gold equivalent for this property) for
a campaign titled ‘My First Office’, for client Microsoft, in the category
of Best Trade Marketing or Account Specific Campaign. Ogilvy Action
bagged a Silver in the Best Small Budget Campaign category, for its
‘Lifebuoy Gurudwara’ project.
Srikant Sastri, MD, Solutions Digitas, credited his clients for the
opportunity to do challenging and exciting work. “Our creative team
understands our clients’ business issues. So they are able to create
innovative campaigns that not only generate results but also make
heads turn. More importantly, their work inspires them to think fresh
and push the edge every time. This ensures that the final results are of a
high standard and calibre,” he said.
SITUATION & BRIEF
Even though Microsoft Operating Systems were doing extremely well
in India, there were about 4000 partners yet to sell their first Microsoft
Office 2007.
Microsoft required a ‘trade marketing campaign’ that would encourage the
same partners to start off selling MOS and reap benefits out of it. Just to
add, Microsoft Office 2007 is the latest ‘Office’ offering from Microsoft.
It is ideal for home as well as office users. There are many new amazing
features that are sure to create a buzz among the targeted segment.
Campaign Title:
GOLD
WINN
ER
Microsoft’s “My First Office”
Client:
Microsoft Operating Systems
Agency:
Solutions Digitas
SOLUTION
Microsoft has a huge base of partners scattered across India. Now,
many of them were unaware of the benefits of selling MS Office 2007.
The bigger challenge was to reach out to them individually for personal
interaction, as they were not easily accessible. It required a massive
effort to build a relationship with them.
And that’s precisely what we did.
1. An EDM was sent to the partners convincing them about the benefits
of selling MS Office 2007 and registering their purchase.
2. On registration, a Microsoft representative visited the partner to turn
their first purchase into a memorable occasion.
3. With a lot of fanfare, the partner’s ‘First Office Birthday’ was
celebrated. It created a lot visibility for the brand within the organization.
Initially it made many people curious as to what was going on.
4. The partner was presented a delicious, creamy cake. He was asked to
cut it right there and then to mark the celebration of his first purchase of
MOS. He had embarked upon a new business journey with Microsoft.
5. The partner was also honored with a ‘certificate of acknowledgment’
from Microsoft, assuring him of his right move.
RESULT
Executed on a large scale, the program stood out for its innovativeness.
It made 436 partners register and give incremental sales of 2166 units;
an increase of 83% in the number of partners billed (YOY).
India’s platform for Events and Experiential Marketing
Print Newsletter October 2008
Best Small
Budget Campaign
31
SILVE
R
WINN
ER
Campaign Title:
Lifebuoy Gurudwara Activation
Client:
Hindustan Unilever Ltd
Agency:
Ogilvy Action. India
Visitors to the Gurudwara were exposed to both the messages at both the touch points
Ogilvy Action’s Silver for Lifebuoy
Ogilvy Action’s Silver-winning innovation was more at the grass root
level and targeted an audience in rural markets of Punjab, a state in
India. Ogilvy Outreach, the rural marketing arm of Ogilvy Action,
came up with the solution based on an insight born of knowledge on the
norms involved in visiting a Gurudwara.
Punjab is an important market for Lifebuoy health soaps and personal
wash products. Lifebuoy wanted to strengthen its core message of
health and germ protection to the rural consumers through an onground activation, which was cost effective and scalable, centered
around Gurudwaras.
Gurudwaras are the religious place of worship for Sikhs, where the
entire family visits every week to offer prayers.
The ritualistic practice before entering the Gurudwara is for worshippers
to remove their shoes, deposit them for safekeeping, receive a receipt
token in return and then wash their hands & feet. The concept of
purifying worshippers before they commune with God, offered a great
opportunity for Lifebuoy health soap.
Samir Gupte, Head, Ogilvy Outreach, elaborated, “When visiting a
Gurudwara, every person needs to take off their footwear and keep it in
an assigned area against a token. Further, they usually wash their hands
and feet before entering their place of worship. We used this insight
for the two touch points we included for the activation. We also made
sure we were sensitive to religious sentiments and hence the messages
were subtle. The cost of the activity was negligible but its reach and
effectiveness was enormous.”
Subtle Lifebuoy product messages were carried on shoe receipts and
distributed to worshippers as their deposited their shoes, as well as on
stickers placed above sinks and on soap dishes.
Translation of the message on shoe tokens:
“Please wash your hands with soap after handling shoes”. Courtesy
Lifebuoy
Translation of the message on the sink units:
“To reach out to your faith, all you need is a simple truly committed
mind & clean hands”. Courtesy Lifebuoy ,
Religious sentiments need to be respected at all costs as worshippers
who visit religious places trust or believe the messages they see or
receive in those environments. Special permission was sought from
the Granthis (the head priest) by Lifebuoy’s Agency to carry out this
programme.
TARGET AUDIENCES
The core audience for the brand is women 20+, LSM 2-4 in small
towns/villages below the population of 100,000 in Punjab. They have
heard of and used Lifebuoy in the past but are currently using other
discount beauty soaps. Research conducted by Unilever India suggested
that more than 50% of the soap buyers were male. Therefore it was
important to talk to females and males.
RESULTS
156 Gurudwaras in 138 towns were covered by the promotion. Assuming
that even if half the population goes to the Gurudwara even once a
month, the reach was around 2.4 million people in one month.
The sink messages and soap dishes would be in place for at least 9
months maximising the awareness to the promotion. For a total
investment of US$14,300 this activity was an extremely low “cost per
contact” programme.
Indian Winners at the PMAA Dragons from India:
Ogilvy and Mather’s Lifebuoy Swastya Chetna campaign won two
Golds for Best Integrated Communications Campaign and Best
Effective Long-term Marketing Campaign, while Mirchi Activation
stole the silver in this category for their campaign for the Kolkata Police
Friendship Cup 2007. O&M also got the dragon for the Best Indian
Campaign while the agency picked up Silver for Lifebuoy Gurudwara
Activation for the Best Small Budget Campaign.
Other winners from India included, Solutions Digitas (India), who
won Silver in the Best Trade Marketing category for their campaign
‘My First Office’ for Microsoft Corporation and Bronze for the Best
Dealer Activity for work done for Sony Ericsson. Virtual Marketing
won a Gold for their Axe Vice Deodorant campaign in the Best Digital
Communications Campaign while Jagran Solutions won a gold for
the Best Small Budget campaign for its Red FM campaign on Raksha
Bandhan.
Kidstuff Promos and Events was a Bronze winner in the Best Events
and Experiential Marketing category for their campaign ‘Multiply your
Groove’ for Intel.
India’s platform for Events and Experiential Marketing
Print Newsletter October 2008
Globe Winning Entries
32
Best Event or Experiential Marketing Campaign
Campaign Title:
7-Eleven/Simpsons
and Kwik-E-Mart
Client:
7-Eleven, Inc and 20th
Century Fox
Agency:
FreshWorks,
USA
OBJECTIVE
As the Simpsons franchise had been saturated globally for 18 years, the primary
marketing objective was to create a never-been-done before campaign which refreshed
and renewed the public’s interest in the franchise. There was also an opportunity to
gain support from all business units within Newscorp, as well key brand partners.
20th Century Fox created a distinction between the TV show and the Movie by the
theme “the world’s gone yellow in celebration of the Simpson’s Movie” and the
integration of the beloved characters into all possible executions.
EXECUTIONS
The main activity included Sweepstakes overlay (never been done
before) of a chance to be animated into a Simpsons episode, dedicated
radio ads in around 37 markets and a NY Post scratch and win contest
in which 868,000 cards were inserted into the Sunday papers gave
consumers chances to win Simpsons prizes.
• 7-Eleven became Kwik-E-Mart12 7-Eleven stores across the country
were converted into Kwik-E-Marts. Stores were wrapped to look like
Kwik-E-Marts with Simpsons characters on the roof of the stores and
along store walls, as standees of the characters inside the stores and as
window clings in the freezer doors and windows.
Products from the fictional Kwik-E-Mart came to life such as Krusty
O’s, Buzz Cola, Squishee’s and the Radioactive Man comic book were
available for purchase by consumers.
• Burger King created the “Simpsonizer” which allowed people to
create a Simpsons avatar and 16 talking Kid’s meal premiums based on
the characters from the movie. Media support included three television
spots while also being promoted on the MySpace homepage, radio,
online, blog buzz and POP in 11,000 restaurants worldwide.
• Jet Blue became the official airline of Springfield and supported the
promotion through themed “Springfield Fares” where special fares were
offered to cities and states that had a major airport near a Springfield and
ran Simpsons TV show marathons in-flight. The airline even unveiled
the “Woo Hoo! Jet Blue” aircraft.
• XBOX created a limited edition yellow XBOX in celebration of the
Simpson’s Movie.
RESULTS
The results of these various promotions were incredible. Countless
news stories were written about the innovative and creative marketing
efforts done to promote the movie. Approximately 40 million photos
were uploaded to the SimpsonizeMe.com website as well as there
being 750 million hits to the website. People stood in line for hours
for the opportunity to view a real-life Kwik-E-Mart and buy fictional
Simpsons products at locations around the country. The Wall Street
Journal recently touted the Simpsons ad campaign as one of the best
of 2007.
The Simpsons Movie won the number 1 spot for the opening weekend
at US$74 million, went on to gross US$526 million globally and was
nominated for a Golden Globe in the best animated feature film category.
Aside from being critically acclaimed as a feature film, the Promotion
Marketing campaign was recognised as being the most innovative of
the year.
Best Activity Generating Brand Loyalty
Campaign Title:
Herbal Essences RBD
Client:
Herbal Essences
Agency:
Leo Burnett, Arc Worldwide & SMG. USA
OBJECTIVE
• Revert US Hispanic Herbal Essences share index to the pre-relaunch level.
• Reverse the downward trend and improve the Health Index (HI) of the brand among Hispanics.
• Drive interaction with the brand via the website – Surpass the P&G average click- through rate.
EXECUTION
RBD is a musical poprock group featuring an
ensemble of men and women
who grew popular from
a Mexican telenovela on
Televisa called “Rebelde.”
To establish common ground between young Hispanic female consumers
and the Herbal Essences brand, the Agency involved the band in the Herbal
Essences promotion and used the right channels to show the consumers that
they understood the hype.
Delivering the promotion in stores, each bottle of Herbal Essences contained
a sticker featuring a special code. This sticker instructed consumers to take
the code to the Herbal Essences MySpace page where it unlocked the secret
RBD page. The RBD online community contained exclusive RBD content
such as desktop wallpapers, ringtones and MySpace add-ons. The page also
contained a section allowing users to register for the RBD sweepstakes.
One winner was chosen as the grand prize winner. She could also select 5
friends to accompany her to the RBD premier concert, backstage passes to
meet the band, and a makeover by RBD’s stylist.
To support the RBD sweepstakes, Herbal Essences participated in the
Totalmente Latina Tour – an annual event that focuses on the lifestyles and
challenges of Latinas. Participants at the event got a mini-makeover by
RBD stylists. To add hype and drive sales, the sweepstakes was promoted
by Hispanic-targeted radio ads and DJ endorsements, online ads, a Spanish
print ad, coupon inserts and in-store displays. Placements in relevant content
areas drove high interaction rates.
RESULT
The Herbal Essences RBD Campaign surpassed all targets, viz, increased
share index, increased health index, the click through rate and sales.
India’s platform for Events and Experiential Marketing
Print Newsletter October 2008
Globe Winning Entries
33
Best Sponsorship or Tie-In Campaign
Campaign Title:
Client:
Heineken Rugby World Cup
Agency:
Heineken International Bates 141 Singapore Pte Ltd
OBJECTIVES
• Differentiate Heineken from competitors and increase brand awareness as a result of the
sponsorship
• Be seen as one of the top 3 tournament sponsors of Rugby World Cup 2007
• Drive volume and grow distribution by providing a strong platform to drive purchase in local
market activations
EXECUTION
The Agency developed the creative based on the consumer insight that
sports fans have a desire to be part of one of the world’s truly great
sporting experiences. There are no boundaries – they will unite with their
peers, go to great lengths, overcome any barrier, endure any hardship,
to be part of this epic event. By tapping into this insight the Agency
demonstrated the understanding that the Rugby World Cup is one of the
most desirable sports events for which fans will do everything they can
to share the experience over a beer. Not just any beer, the world’s most
desirable International premium beer.
The creative idea of ‘Continental Shift’ taps into the camaraderie and
passion fans have with the game and the beer. The fans join forces
to literally move the earth’s foundations to unite the world in order
to enjoy the game over a Heineken. Heineken invites us into a world
that embraces the excitement, aspiration and power of this union. It
captures the bigness and epic nature of a world class event and world
class beer.
The Agency’s proposition for the 2007 Rugby World Cup reinforces
this consumer insight and Heineken’s international stature: One World.
One Cup. One Beer
A 360 degree campaign was developed including TV commercial,
Print, On and Off- Premise Promotions, Point-of-Sale and Hospitality
activities in France.
RESULTS
• Heineken’s sponsorship of the Rugby World Cup 2007 increased
brand awareness and top of mind recall.
• Heineken was the most frequently recalled sponsor of the Rugby
World Cup 2007.
• Heineken’s sponsorship of the Rugby World Cup 2007, and
relationship with rugby in general, had a positive sales result.
• The brand’s market share in host nation France recorded the highest
ever increase.
Best Business to Business Campaign
Campaign Title:
Nighty-night…sleep
tight!
Client:
Prisma Investment
House
Agency:
Target Market Group.
Israel
STRATEGY
The Agency’s strategy was clear: we can finally give the investment advisors
what they really want – peace of mind. Peace of mind means an advisor
who can rest assured that his investment recommendations will result in a
satisfied customer that knows their money is safe, and thus can have a good
night sleep.
In order to stand out from the crowd of other investment houses that often show up at the office doorstep and hand out endless giveaways,
freebies and manager desks’ memorabilia, we decided to take a different approach – visit the advisors at their homes with a unique delivery that
will overcome resistance, uplift obstacles – but chiefly send a clear message that with Prisma 00 money market fund you’ll have a peaceful night.
So nighty night...and sleep tight!
CONCEPT
Nighty-night...sleep tight! The sleeping pillow conveyed an
unambiguous message – you can sleep extremely well. And when you
sleep well, the customers will also enjoy a relaxing, easygoing state of
mind about their investment. Hand delivering a quality Prisma pillow
will make them smile, produce significant buzz and when the penny
drops they’d realize that “Prisma makes sure I sleep tight”.
“Starting tonight, you can sleep quietly”. The pillow was accompanied
by a leaflet highlighting the fund’s essentials.
EXECUTION
In 48 hours the Campaign reached the homes of 3500 investment
advisors using a courier holding an extra large package, containing a
superior quality sleeping pillow.
Advisors called Prisma Finance with a single request: to receive a
second pillow for their spouse...
On the pillowcase, a large and conspicuous message was embossed:
RESULTS
The campaign resonated throughout the local capital markets. Financial
forums were the first to report the unconventional delivery, and the
word of the newly formed money market fund swiftly spread around.
Six months after its launch, the Prisma 00 money market fund is one
of the top three money market funds in Israel (in terms of assets under
management
India’s platform for Events and Experiential Marketing
Print Newsletter October 2008
Globe Winning Entries
34
Best Brand Awareness & Trial Campaign
Campaign Title:
Agency:
Client:
Sharpie ‘Write out Loud!’
Newell Rubbermaid
Carbon Marketing Ltd. UK
OBJECTIVES
• Make Sharpie a category defining, market leading brand of choice.
• Create an environment for sustainable sales growth by re-invigorating category interest.
• Drive buzz and awareness around launch.
• Give the brand a personality and bring multiple uses to life.
CONCEPT
A campaign which enabled product discovery through word of
mouth, viral, online and real world brand experiences, revealing
Sharpie as a hero for self expression.
The focal point was a huge Sharpie ‘Buddy’ – a 3m high 4D blank
canvas, cartoon-like character on which people were encouraged
to express themselves using Sharpie markers. Buddy appeared in
many places and many formats;
The Sharpie Buddy, with rough, smooth and shiny surfaces to
demonstrate the ‘any surface’ aspects, toured major shopping
centres and town centres with a team who engaged passers
by, talking about the product, its potential uses and benefits,
particularly the ‘write anywhere’ aspect.
People decorated Buddy by laying on the floor, youngsters were
held aloft by parents to reach inaccessible spots etc
• The website enhanced the live brand experience.
• Online visitors selected and ‘held’ virtual Sharpies (changeable
nibs, choice of colours) to customise an online Buddy which the
site then rendered in 3D.
• A Forward to Friends facility enabled the designs to be
shared.
RESULTS
The Promotion far surpassed all targets, viz eMail & phone responses,
roadshow traffic, cost per prospect, intention to purchase, market share,
brand awareness and sales. Sharpie became brand leader in July 2007.
Best Activity Generating Brand Volume
Campaign Title:
John Smith’s People’s Race
Client:
Agency:
Scottish & Newcastle Steam UK Ltd
OBJECTIVES
John Smith’s doesn’t run any advertising in the UK market and the brief was
to extend the period of time for which the JS Grand National was relevant;
and to engage at every level with the target market: 40 - 60 yr old C2D males,
‘No Nonsense’ attitude who over-index on horseracing, betting and value for
money. night...and sleep tight!
CONCEPT
John Smith People’s Race offered the UK public a once-in-a-lifetime
opportunity - to ride in a genuine horserace at Aintree Race Course on
JS Grand National Day - raising £100k for charity. To be part of one of
the world’s most exciting and famous sporting events struck a cord with
the target market of C2D males as demonstrated by the age, occupation
and interests of the applicants.
John Smith’s is the UK’s number one bitter but the category was
in decline. 2007 was the third year of John Smith’s Grand National
sponsorship. Horseracing is the core ‘no-nonsense’ brand platform.
The world’s most famous steeplechase is the major event in an annual
programme of sponsored horseracing activity.
On and Off Line application process: Recruitment via Daily Mirror
and Ladbrokes retail estate. Bespoke JSPR micro-site. 32 participants
were short-listed from applications for anintensive 2-month ‘X- Factor’
style training schedule run in partnership with the UK’s two top racing
training schools. Participants’ progress was monitored, published (via
on-going
advertorials in the Daily Mirror and daily blog entries) until just 10
riders were left.
The promotional programme was supported throughout with a
comprehensive schedule of PR in national & regional broadcast media.
The scale of promotional media activity legitimised the extension of
JSPR promotional programme to include an on-pack sweepstake entry
and a scratch card on trade kit customers with winning cards collected
Prizes from one of over 5,000 participating pubs & clubs.
RESULTS
The Promotion far surpassed all targets, viz brand awareness, online
hits, product sales, market share, media partnerships and purchase
frequency.
The JSPR was featured as part of BBC’s Grand National race day
coverage, broadcast on BBC1 to 1.6m viewers, which contributed to an
overall £2.3m in factored media value. Sky filmed the progress of the
JSPR and broadcasted a 1-hour ‘reality TV’ documentary following the
emotional journey of the participants at no cost to JS.
The result was that JS far-exceeded all activity objectives and was so
successful that it even generated category growth.
India’s platform for Events and Experiential Marketing
Globe Winning Entries
Print Newsletter October 2008
35
Best Brand-Building Campaign
Campaign Title:
Make Art Pop
Client:
Mentos
Gum
Agency:
Blitz Direct Data & Promotion.
Canada
OBJECTIVES
• Build brand equity and awareness of this new product
• Prompt consumers to try the product
• Create buzz around the launch of the product (word-of-mouth/viral)
• Contribute to raising interest and demand (“push”) for Mentos Gum in the
distribution network
• Continue targeting efforts in provinces with the highest development potential
(Ontario, Quebec and B.C.), especially in the three greater metropolitan areas
(Toronto, Montreal and Vancouver)
CONCEPT
In the very competitive gum marketplace, the idea was to develop a
unique selling language (USL) featuring the particular aspect of the
product that makes it distinct from the rest — its round shape. To
stand out from all the other types of gum and engage consumers, the
Agency developed the “Making Art Pop” campaign using Mentos Gum
packaging as part of the creative solution.
A multitude of Mentos blister packs were placed side by side on a canvas
that featured packages of round pieces of gum, recalling pointillism
— a painting technique from the Impressionist era using dots to make
up the picture. One by one, the round pieces of gum were removed from
different areas on the canvas, transforming the images into icons.
This visual representation distinctly depicted the brand attributes of
Mentos Gum: original, free-spirited, with a refreshing shape and taste.
To create buzz and subsequent news factor, three public relation stunts
were arranged simultaneously, featuring local artists creating amazing,
large scale pieces of art out of real Mentos gum blisters in high-traffic
areas. Samples were given out while the stunts took place. All the
communications elements drove consumers to the “makeartpop.ca”
micro-site to create their own works of art by “popping” virtual pieces
of gum on three different canvases. Consumers could then share their
work and cast votes. The viral component and top-rated works of “pop”
art were then incorporated into user-generated on-line ads.
MEDIA
• OOH — traditional and spectacular executions:
• Superboards alongside highways
• Subway station domination with large murals
• Subway shelters that were backlit filled with an illustration made out
of real packs of gum or wrapped with giant Mentos Gum sleeves
• Skytrain — eight different cars were wrapped up
• Zoom miniboard-vendors were displayed in bars, restaurants and
fitness clubs
• In-store small counter displays and ad bars in retail outlets
• TV: A media first — new 3 x 10-sec. format TV spot that was broadcast
nationally during top-20 programming to create high frequency
The Makeartpop.ca website
• Drawing & Gallery sections: Users were able to create their own
artwork and view other visitors’ creations
• Artist section: Learn more about the artists, the campaign and the
process of using Mentos Gum to create works of art
Web placements
• Use of various creative formats (big box, pre-roll) in younger
demographic environments
MusiquePlus (French version of MuchMusic) integration
• Buzz Clip sponsorship with an online contest to prompt viewers to
create and pop-up their art
• Mentos Gum live event rewarding contest finalists
Stunts
• Talented artists created an original work of art “live” using Mentos
gums over three days in high traffic areas of Montreal, Toronto and
Vancouver
• Sampling was proposed during the stunt periods.
• “Teasers” announcing the stunt and a news release were sent to
journalists.
RESULTS
• Large numbers of those who had heard of Mentos Gum had tried it
during the campaign!
• Sales were higher than the original objectives
• Sampling through Zoom mini boards reached very high numbers of
young adults. Large numbers of samples were also distributed by the
Mentos Gum promo team during the three stunt events
• Real net efficiency of the campaign: total aided awareness of Mentos
Gum among those who saw at least one component of the campaign
was double the anticipated percentage and proved to be even greater
among those aged 18 to 34, the target group.
• In terms of advertising noise, Mentos ranked highly.
• Total reach was excellent.
Best Dealer or Sales Force Activity
Campaign Title:
Incentive Program
for Retail Chain
Growing Up
Together!
Agency:
Marketing
Communications Agency,
the Market Group. Russia
Client:
Wimm-Bill-Dann
India’s platform for Events and Experiential Marketing
Globe Winning Entries
Print Newsletter October 2008
37
Best Small Budget Campaign
Campaign Title:
Body Parts
Client:
Internal Employee
Recruitment Promotions
Agency:
FUSE Marketing Group.
Canada.
OBJECTIVES
Internal Employee Recruitment Promotions are a hot topic among marketing
firms and for good reason. With many recruiters charging a hefty commissions
this can easily consume the full cost of one or several full-time positions during
a single year.
Add to that the fact that employees referred by other employees have a higher
success record because they are a known quantity, and it’s easy to see why
employee incentive promotions are gaining traction and becoming a valuable
Human Resource tool.
CONCEPT
The
business
target set by the
Agency,
Fuse
Marketing Group for their own Agency, for the full year was set
at 6 new hires procured via internal recruitment incentives, at
a set maximum payout per referring employee, versus external
recruitment at an average commission based on the FYS (first
year salary). A secondary campaign objective was external PR
generated for the agency, via the campaign, in the trades.
Rather than the traditional poster to advertise the employee
finder’s fee, the agency adopted a rather unorthodox promotional
tactic to catch the attention of their employees and visitors.
A walk through their offices revealed mannequin limbs
strategically displayed at employee “intercept” points such as
the refrigerator, restrooms, reception closet, boardroom and pool
table. A label on each body part reads for example, “HAND.
Approximate value $34.32. Bring us the whole employee and
get up to $1500.”
RESULTS
Since the promotion was launched, referrals have resulted in 5
full-time hires. Five staff members each received $1,500 and the
pleasure of working with respected colleagues from previous
jobs. The cost of this campaign was $7,500 in finder’s fees, plus
the cost of three mannequin feet, two thighs, a head, five manhands and two arms at $250, for a total of $7,750.
Given a recruiter’s fee for five $45,000 (actual salaries withheld)
hires would be roughly $56,250, this promotion was successful
from an ROI perspective, and by the irreverent and playful vibe
of the agency it was created by and for.
In addition, the campaign was featured in Marketing Magazine,
complete with photograph of the foot which was mailed to
the editor and writer. Internal and external buzz around this
campaign continues.
The Winning Country Scorecard
In all, 51 GLOBES, Silver and Bronze Awards, as well
as Order of Merit Certificates in 16 Entry Categories,
were announced at the MAA GLOBES Award
Ceremony at the Park Hyatt, Toronto, Canada, on
October 20, 2008.
From the table alongside, it is evident that the countries
whose entries are known to do well at advertising
awards - the US and the UK - are showing their
dominance here too. But there are some sharp surprises
as well. Entries from Israel and Russia doing well is
perhaps indicative of what the Award’s format allows.
The format of seeking out excellence from among
winning entries at regional awards, perhaps sees more
participation at MAA Globes from the best work in
geographic pockets one is not used to seeing often on
awards tables - at least not right at the top.