Pioneering ads, insights & strategies - Adlatina
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Pioneering ads, insights & strategies /
Welcome to the CONTAGIOUS
PIONEERS 2020 /
CONTAGIOUS Africa
São Paulo
PIONEERS
BETC
Paris
CHE Proximity
2020
Australia
Colenso BBDO
Auckland
REPORT / Dentsu Webchutney
India
Droga5
New York
Happiness
Brussels
C
ontagious Pioneers is our of the coverage, and whether an agency
list of the agencies that is represented by work for numerous
consistently set the standard clients or just one.
McCann
for excellence in marketing. Basically, it all comes down to the work,
New York
We create the list by analysing the work and that’s why we believe the agencies
featured in 2019 on I/O, our online database on our Pioneers list are the
The Brooklyn Brothers
containing the best campaigns from best and bravest on the planet. London
around the world. This report contains examples and
Agencies are evaluated on a range analysis of campaigns created by our wining VMLY&R
of metrics, including: the number of agencies, all taken from Contagious I/O, to Kansas City
campaigns featured on I/O, the nature show you what it takes to be a Pioneer.
2
Contents
04 Pay Per Beer / Brahma
Africa, São Paulo
05 Rebuild The World / Lego
BETC Paris
09 Safety Hub / NRMA
CHE Proximity
12 Every Dog Has Its Ad / Puppo
Colenso BBDO, Auckland
15 Voice Of Hunger / Swiggy
Dentsu Webchutney, India
19 The Truth Is Worth It / The New York Times
Droga5, New York
22 Raging Banners / Voo
Happiness, Brussels
23 Teddy Repair / Lysol
McCann, New York
24 Kranavatn / Inspired by Iceland
The Brooklyn Brothers
25 Feast of Legends / Wendy’s
VMLY&R, Kansas City
3
Contagious Pioneers 2020 / Africa, São Paulo
Pay Per B
rahma beer in Brazil let customers
order beers with their pay-per-view
football matches.
Beer
The campaign, cooked up by Africa,
was the result of a partnership between
Brahma and Globosat, a pay-per-view
channel service, during the Brazilian Soccer
Championships A Series.
Pay Per Beer allowed viewers to
purchase Brahma beers with two clicks
Africa blends e-commerce and pay-per-view of the television remote.
for Brahma in a campaign serving football fans Customers could purchase beer via
subscription or via a match-by-match basis.
Brahma also customised cans in the style Mauborgne call a blue-ocean strategy.
of team kits from the Brazilian league. Red oceans are crowded spaces where
Deliveries were made through Zé Delivery, companies jostle for a greater share of
which is owned by AB InBev (which owns product or market demand. Blue oceans
Brahma), and could bring the beer to homes are untapped markets where brands play
in Brazilian cities in less than an hour. alone and customer demand is created
rather than fought over.
CONTAGIOUS INSIGHT /
New Old Media / Globosat is an Right place, right time / Brahma has
advertising-free channel but Brahma has invested significant sums to ensure it is
found a way in through e-commerce, and associated with football. In January 2019,
effectively created a new media/delivery the brand signed a deal to sponsor the
channel out of existing technology. Karen Copa América, South America’s biggest
Blackett, WPP UK country manager and international football event. As a result the
chairwoman of MediaCom UK and Ireland Pay Per Beer campaign feels on-brand.
Media, as well as the 2019 Cannes Lions
Media jury president, said this ingenuity
was one reason why the campaign won RESULTS / According to the
silver at the festival. agency, Pay Per Beer reached
1.9 million pay-per-view users
Calm blue ocean / Pay Per Beer puts and received 27,400 subscribers
Brahma in a competition-free space, in two months.
demonstrating what W Chan Kim and Renée
4
Contagious Pioneers 2020 / BETC Paris
Rebuild The World
But over time we have begun to be viewed as
a toy, a model that is to be built and played
with. During a creativity crisis, we had to
reiterate our message and get back to what
we were always about: developing creativity.
Dominique Verot: For many new families,
BETC helped Lego return to TV advertising with a campaign the brand is still too related to following
celebrating the toy-maker’s creativity-building credentials instructions. In short, everyone knows Lego,
but not everyone connects Lego System in
Play with creativity.
I
n September 2019 Lego revealed its first are still too focused on academic learning. in how they approach this challenge. In the Rebuild The World TV spot,
branded global campaign in 30 years. Companies rate creativity as the number one But there is another factor at play here, there are many Easter eggs for
Rebuild The World, created in tandem skill that they are looking for in a candidate, of course: Lego. At Lego, we have always people like me who played with Lego
with agency BETC Paris, is a live-action and according to the World Economic considered ourselves part of creative activity. 20 years ago. This makes me wonder,
adventure film aimed at sending a positive Forum, 65% of children today will have a job When a child is playing with Lego, they are who is this campaign aimed at?
message about the power of creativity in that doesn’t exist yet. They will have to learn developing creative skills, even if they are not What is the primary audience here?
bringing about change. how to do their jobs later and to be creative necessarily seeing it or realising it at the time. Marcelli: The primary audience is
Contagious spoke to Rémi Marcelli, senior more parents or gift givers or anyone
vice president of Lego Group and Dominique who would consider purchasing Lego
Verot, vice president of BETC to find out how because they know how popular it is
and why the campaign was made. with children, but only see it for the
model set. We wanted to show the world
This was the first global Lego branded the true value of Lego, which is creativity.
campaign in 30 years, can you talk us Parents are the core targets, but we also
through the decision to do that? wanted something exhilarating for children
Rémi Marcelli: The starting point was an to watch because at the end of the day
accumulation of research coming from the that is who we are there for.
World Economic Forum, highlighting a crisis The Easter eggs signify another level
of creativity. to the message. We wanted to A, surprise
We’re seeing the level of creative skills in people who have a set theory or perception
children diminishing and we have less time to of Lego and B, it had to be delightful for
teach our kids to be creative makers (creative kids. And then there’s C, we wanted to
with a capital C). send a message to our fans and the people
That’s because, on the other hand, in who know who we are because they are so
the face of artificial intelligence, today we valuable to us that we can’t ignore them.
5
Contagious Pioneers 2020 / BETC Paris
We are in that rare
position where it
is both the parents
and the children who
see the value in our
product. If we are to
maintain this trust in
the future, we must
ensure that we make
a strong case for our
creative value
Rémi Marcelli, Lego Group
What are your thoughts on balancing They have a world-famous triple-A video emphasising the model toy aspect more than Minecraft, for example?
Lego’s legacy, which is so tactile with game title, but we are not questioning the the creativity side – because it worked for Marcelli: Our main competition remains
the modern, more digital world? fact that there will still be kids who want to so well for us. Fortunately, we are in that rare time and ensuring that children have enough
Marcelli: Well first things first, the brick is be footballers, and who will just play the position where it is both the parents and the to play with our product. Whenever there’s
100% here to stay. The building, creating, game and have fun on the field. Lego isn’t children who see the value in our product. If passive consumption of something where the
failing and trying again is here to stay. What antithetical to the modern world; it will always we are to maintain this trust in the future, we child isn’t learning, that’s the space we want
we want to do is embrace the fact that there be relevant and only amplified by digital. must ensure that we make a strong case for to operate in. We see Minecraft more as a
are more digital devices and digital solutions our creative value. Fortunately, the house is partner in this endeavour. There are, after all,
out there. We are launching products that What are the brand’s key not currently on fire, this is more about setting Lego Minecraft sets out there.
are fluid play experiences where you can play challenges right now? the foundations for the next wave of growth.
with the set in the physical world, but also Marcelli: The main problem is being Even though you have a formidable
enhance your play through augmented reality. purchased for the right reason. I think for a Are there any competitors on the in-house agency, you decided to go
This isn’t a question you would ask Fifa. while we were a little bit out of balance – scene? What are your thoughts on with an external agency. Why?
6
Contagious Pioneers 2020 / BETC Paris
Marcelli: We viewed this as more of relationship between an agency
a partnership than as a client/agency and the client, because you have creative
relationship. I had people from my team and people talking to one another, sometimes
me, who were deeply involved in the creative it’s good, because you can understand
process. each other, and sometimes there’s a healthy
I was a client, and my internal client, the tension because of the passion involved –
person in charge of brand development, I which is even better.
was accountable to him, no matter where
the work was coming from. So, it was a real Is that the key to good creative?
partnership, I had BETC people coming over Marcelli: It’s exactly that. But it doesn’t work
here, spending time with my guys, and I had without passion. Luckily at Lego, we love
my guys spending time with BETC. Although the brand so much, there’s a real sense of
broadly speaking the creative output and the belonging and I would say 100% of the Lego
Rebuild The World idea and execution came employees took the job because it was at
from them, it was really a partnership. Lego and not actually for what the job was,
The reason why we wanted to have the job title comes second.
a partnership with an external agency is BETC respected and loved the brand so
simple. First, they bring inspiration and much that we really had a shared agenda, we
help to keep everybody on their toes. had the shared vision and a shared ambition
But also, it can be hard to get a clear to do something spectacular, that wouldn’t
view of what to do when you’re so close harm the brand.
to the ground and involved in your product. love Lego: one team who knew the Verot: That message being limitless
By bringing in an external perspective, brand very well, and the others who creativity, every child can build and rebuild in Finally, how do you judge
it makes it more likely that something could rock the boat a bit. infinity, imagining creative solutions, success for this campaign?
surprising or more spontaneous will wild stories and new worlds. Marcelli: What we will try to measure is
appear in the creative process. And the result was a Lego how much people think building with Lego is
The Lego team brought the authenticity advert with no Lego in. What was it like to work with considered a creative activity. This will take
(the external agency alone would never have Marcelli: Well there are a few at the end. an external agency, when your time to measure, and it won’t happen one
found the Easter eggs for example, that had But that was a bit of the brief I pushed for. in-house team is so formidable? day to the next. But when parents talk about
to come from within our deep knowledge My brief to the agency was don’t fall into Marcelli: There were a lot of regular catch- creativity, they mention Lego as an activity
of the brand). However, execution-wise, we the trap of just doing stop motion or ups, and workshops. Usually, the biggest that will help them to develop their child’s
would never have been able to come up with something akin to The Lego Movie – we are challenge for an external agency would creativity: that would be the big win. This
something like Rebuild The World, even with already well known and respected on that be that the clients are not creative people, isn’t a sales-based campaign, there are other
our most creative people working on it. We front. Everyone knows Lego – but not the which is why the magic spark happened ways to drive sales. Ultimately, it’s about
needed that outside inspiration. It wasn’t creativity message, that was what we were here. Both parties were extremely creative in making sure that we are purchased for the
outsourcing, more combining people who pushing for, the message. nature. It gives a very different dynamic to the right reason.
7
For every campaign featured on Contagious I/O, we follow up with the agency to find out the effectiveness results. To access thousands more case studies backed up by results and request a free demo, email ollie@contagious.com
Contagious Pioneers 2020 / CHE Proximity
Safety Hub A
ustralian insurer and roadside the likelihood of them making a claim after
assistance provider, National heavy weather.
Roads and Motorists’ Association Those who provided picture evidence
(NRMA), created an app that rewards its (uploaded to the app) that they had
customers for taking precautions against completed the tasks were rewarded with
disasters. cash prizes transferred into their accounts.
CHE Proximity came up with a business solution, NRMA invited 156,000 high-risk For some tasks, which required
not an ad, to help insurer NRMA prove its worth Australians to download its Safety Hub a particular set of skills, NRMA organised
to all customers, not just claimants app and then alerted users to things like for a professional to do the job instead.
incoming rain storms. Contagious spoke with Chris
The insurer also set users tasks, such Howatson, CEO of CHE Proximity,
as clearing clogged gutters and replacing the agency behind the Safety Hub app,
fire safety equipment, which would reduce about the campaign.
9
Contagious Pioneers 2020 / CHE Proximity
If NRMA insurance is there to make your world
a safer place, then actually we should tell you
what the risks are and help you reduce them
Chris Howatson, CHE Proximity
What kind of challenge was NRMA the experience of NRMA without them being
facing? impacted by any emergency or peril. That
There are a lot of new market insurers was the starting point for Safety Hub.
attacking [NRMA] with price-based deals.
So the strategy for NRMA is always to have So what was the brief you received?
a superior product that demonstrates its We were presented with a problem rather
purpose, which is to make your world a safer than a marketing brief, which was, how do
place. we demonstrate the value of NRMA to the
In the context of this campaign, there were people who don’t claim?
a couple of issues that drove it there. The What we did was basically dig into some
first is that only 10% of customers a year data until we understood how people who do Our thought was, what if you combine The way insurance works is that you insure
ever experience the brand in its peak state, claim feel, their purpose and what NRMA are the business purpose with the business a product, and the customer insuring that
which is when they make claims. trying to achieve as an organisation. problem? This led us to the idea of taking product is against two variables: where
Although the people who do make With that we basically approached it from the money that we would normally pay out in you are located and how safe you are as
claims spend more money, stay longer and a service design point of view, rather than claims and use it to help people be safe in the a person. For example, you’re a less safe
buy more products, we have this big split a classic creative point of view. This meant first place, and therefore the experience of person if you have lots of car accidents, etc.
where something has to go wrong for other thinking about what experience we could the brand would be open to everybody who is So insurers totally understand how risky
customers to experience the brand at its deliver to customers that would solve the a customer of NRMA, not just a claimant. a customer is and how risky the location
best. When it comes to that 90% of people problem. The brand had to shift from a transactional they’re in is.
who don’t claim, the customer base is heavily We felt like it wasn’t something that an ad relationship, one that was based around Our thought was, rather than keep that
skewed to baby boomers and what we’re could solve, it had to be an experience. For responding to issues, to a values-based information to ourselves and use that just
starting to find is that as baby boomers a problem like that, talk is cheap. Customers relationship, which was being proactive and to inform our premium, what if we helped
retire, they’re becoming a little bit more price had to experience the value of NRMA and demonstrating a purpose so that people reduce people’s risk by making them aware
sensitive. that is why we took it from a service design could avoid claims altogether. of the information? This then became the
So how do you give those baby boomers approach. basis of the tasks we put in Safety Hub.
and other people on the database the claims How did this new proactive approach We used the data that we have on people to
experience without actually having to give And how did that brief lead you to the alleviate the challenges that NRMA was profile their risk and shared that data to help
out claims? The answer lies in giving them idea for Safety Hub app? facing? them be safe in the first place.
10Contagious Pioneers 2020 / CHE Proximity
The big idea here is that if NRMA felt like a big enough sample to understand based. It was promoted in addressable that everybody that used the app in its pilot,
insurance is there to make your world a safer how it would play out with a few different channels, such as email, SMS and as part of the onboarding process had to
place, then actually we should tell you what audience segments. After that trial, we addressable digital. Also, when people called complete a survey about what they thought
the risks are and help you reduce them. started to see some interesting effects on our call centre, depending on what the call of the brand. Afterwards, the questions were
people who use it and their attention rates was for, we introduced this as a way to reach the same and helped us see how those
How did you get the client to approve overtime. We measured this by seeing which out to them or help them manage their bills. things changed.
the bold idea of giving would-be claims people interacted with the app against those
money away? who didn’t and measured the difference What is the next stage? What has been your single greatest
Full credit to the client, the moment they between that over time, along with key We are looking to roll it out to all customers learning from this campaign and how
saw it, they thought it was great, which is metrics such as the number of products, in New Zealand and Australia. do you think this will be applied to your
unbelievable. The CMO, Brent Smart, really retention rate and average premium paid. future work?
values creativity in terms of solving problems. Have you had any initial results yet My single biggest learning is that when
So the way we presented it initially was to How did people find out about and how is this being measured? you’re truly trying to shift someone’s
stick all of our work on a wall, there was no the app? The original advocacy that came from it was perception of the brand, the experience far
formal presentation, it was just ideas on the It was invitation-only to existing customers off the charts. NPS and intention to purchase outweighs anything that could be said in an
wall. Smart went through ones he thought because this campaign is very customer are doing well. The good thing about this is ad. We’ve all been trained to think that brand
were good and when he saw this idea, he management is often delivered through
said, ‘That one, I like that one.’ advertising, but this campaign is an example
of brand management being delivered
How was the launch? Did anything through customer experience.
crop up that was unexpected?
We were initially planning to launch it to the Do you think that the future of
whole customer base, which is close to advertising is in delivering great
5 million customers, a big deal in Australia. customer experiences?
However, in the end, we decided to just do Advertising is excellent at conditioning
a pilot. You can guess that giving out money the experience but when you have people
for completing tasks was a risk and there who understand the brand, the best way
were some people in the business who to manage your brand is to deliver it as an
thought that it would be a real worry. We had experience, that’s what Safety Hub is.
already tested the app and knew it worked so Each customer had been with NRMA a
there was no issue with that, there were just decade, some of them more and nothing
concerns about if this campaign was really we could tell them in advertising was
successful. There was a big unknown risk going to change their perception of the
about how much money we could be giving brand. We had to deliver them something
away, so the idea was that we would test it. in an experience, and it was the act of this
We did this on 400,000 customers, which experience that changed their perception.
11Contagious Pioneers 2020 / Colenso BBDO
Every Dog Has Its Ad
Colenso BBDO made more than 100,000 tailored ads to promote Puppo’s
personalised pet food and increased organic searches for the brand by 144%
P
uppo, which provides We caught up with Colenso BBDO’s would offer something that catered to this.
personalised dog-food to its Emma Tait, the lead data and digital Puppo’s product combines a simple user
subscribers, created a campaign strategist behind the campaign, and experience with a premium personalised diet
targeting every single dog in New York – Kim Ragan, creative director, to find for dogs. However, the biggest challenge for
100,729 unique ads in total. out more about the strategy behind the Puppo is that this is an innovative service that
Working with Colenso BBDO, Auckland, campaign and the risks surrounding consumers don’t expect. Both the product
Puppo made a bespoke ad for every dog the use of consumer data. proposition and the young brand itself, had
registered in NYC using data from the NYC no credibility.
Dog Licensing Dataset, which records the Please give an overview of the brand.
name, age, breed, borough and zip code of Emma Tait: Puppo is a petcare startup What was the brief you received from
each dog in the city. that has recently joined the Mars Petcare the client?
Each ad stated the name and breed of division, Kinship, through its venture capital Tait: In order to grow, Puppo needed to
each dog along with a health benefit of using fund. Puppo is a startup brand in its infancy convince New York’s dog owners that
Puppo’s services. For example, one ad read: and has a very localised customer base in this level of premium personalisation was
‘Hi Daisy. Get a feast for Collies who want NYC, so previous brand activity was limited available, the right thing for their dog and
a coat worth barking about.’ and had been driven primarily through PR that Puppo was the brand that could deliver
At the bottom of each ad was a QR code and influencer activity. With competitors like it. The brief was to do so in a way that
that could be scanned with a smartphone Purina’s ‘Just Right’ pet food and Pet Diet dramatised the brand’s purpose (‘celebrating
and took the owner to Puppo’s website. Designer, we had to up the game. the uniqueness of every dog’) to explain what
Owners were targeted by zip code and Puppo is and give it credibility by making
posters were placed within dog-walking What are the brands priorities, consumers believe it had scale.
distance from their homes. in terms of challenges? What led you to the idea of
The Every Dog Has its Ad campaign Tait: With people increasingly humanising creating an individual ad for every
was also promoted by digital OOH and their pets and treating them like part of the dog in New York?
display ads. family, it’s an inevitable step that Puppo Kim Ragan: Petcare is a well established
12Contagious Pioneers 2020 / Colenso BBDO
and competitive category. Fortunately, we We’ve seen a host of startups modular copy and art direction system that code designs (which went directly to the
knew that Puppo’s personalised food for that are catering to the personalised generated thousands of combinations of dog’s personalised landing page). This
every dog and a highly targeted campaign dog food market, how does this iconography, colours and fonts alongside enabled us to have so many different unique
would cut through the masses while make Puppo stand out? the dog’s name, breed and a health benefit. combinations. For the digital outputs, we
remaining relevant for the brand. When Ragan: By being the first company to The print posters and digital out-of-home leveraged the Google Marketing Platform’s
you talk to dog owners, you find that market directly to every dog, we were targeted owners by zip code, within dog- existing algorithm but for print we had to
they believe their dog is just as much of showing owners that we understand both walking distance from where they lived. start from scratch. We tasked one of our
an individual as they are. We wanted to the nutritional needs of the dogs and are These placements were supported by developers to build a piece of software that
target dog owners who have this feeling of empathetic to the fact that all owners geo-targeted digital display, to ensure we ingested the data and output the individual
responsibility to their dog’s health and direct believe that their dogs are unique. When got the reach needed for every NYC dog print-ready posters.
them to sign up for a Puppo subscription it came to personalisation, we were going to see their advert.
plan for their dog by demonstrating that each to walk the walk and hopefully get some Is making so many individual
unique dog requires a unique diet. We chose dogs to follow along. Please explain more about the ads a cost-effective way of
out-of-home as our hero medium because algorithm you used. How did you making Puppo stand out from
our target audience were likely to be out on How did you pull off this develop it? the pack versus traditional
the streets walking their dog. We supported feat of personalisation? Tait: It was vital to the execution of the idea media techniques?
the campaign with digital display because Ragan: We created a bespoke piece of that we made sure every output was truly Ragan: While this is a staggering number
we knew that the audience were likely to also technology that used an algorithm to create unique. Coupled with the name and breed of ads to create, it was much more cost
be hugely active on devices. In short, our personalised placements. It utilised data from from the dataset and three-to-10 health effective than having a one-size-fits-all
solution was to take an approach that was the NYC Dog Licensing Dataset and linked benefits per breed from Puppo’s specialists, execution to flood an already saturated
as unique as the dogs that we wanted to eat each dog to a unique Puppo health benefit. we designed three fonts, 20 icons, 10 market; Puppo is a startup and we simply
Puppo food. It then put all of this data into a sophisticated colour combinations and five different QR didn’t have the budget to play that game.
13Contagious Pioneers 2020 / Colenso BBDO
Personalisation at scale is a powerful tactic, campaign. We just needed the right people to What are your views on personalisation
see it. That’s why every dog’s placement was at scale as an advertising tactic?
but a line that has be to be walked incredibly within dog-walking distance from their home. Tait: Personalisation at scale is a powerful
carefully. It can be highly effective when tactic, but a line that has to be walked
used well, but it can be incredibly damaging Why did you decide to make so many incredibly carefully. It can be highly effective
of the ads as print posters rather than when used well, but it can be incredibly
to a brand if used badly more dynamic digital OOH? damaging to a brand if used badly. Data
Emma Tait, Colenso BBDO Ragan: People are becoming increasingly concerns are ensuring marketers and
familiar with digital outputs, be it online agencies continue to shift to true customer
or OOH, being personalised or at least centricity – not just knowledge on the
localised. The same just isn’t true for the customer to talk to them, but to understand
How did Puppo get access to the New as much as our legal obligation. We didn’t more traditional printed posters. We hoped them, put their needs and wants at the core
York City Dog Licensing Dataset? Was want to use, or even access, any data we that this unexpected use of a traditional of the business. If we can use a person’s
it difficult? didn’t need to execute the idea. We came to format would be even more attention- details in an ad, it doesn’t necessarily mean
Ragan: All dog owners that reside in NYC the realisation pretty quickly that we didn’t grabbing and it looks like it was. Although that we should. It may get the customer’s
are required by law to license their dogs. actually need any information on people. We print posters were our hero medium, we used attention, but it doesn’t guarantee that they
The data is sourced from and maintained avoided any personal identifiable data and digital OOH and online display ads targeted will respond well. It’s exciting to think about
by the New York City Department of Health instead looked at the information on the dog to those areas where it wasn’t possible to the endless possibilities, but we need to
and Mental Hygiene Dog Licensing System. itself; we talked to our customers’ best friends place street posters. make sure that we’re constantly asking
We got access to the dataset through the and hoped that they would pass on the word. ourselves about the value that the customer
Open Data website provided by the city of How is this campaign building on will get. Marketers and agencies need to
New York. For every dog in NYC, we were How did you put up so many posters? Puppo’s long-term business strategy? make sure they keep themselves in check –
provided the name, gender, birth, month, Ragan: With a small army. Being on the Tait: As Puppo’s first consumer facing we have an ethical responsibility to use data
breed, borough and zip code. other side of the world posed some logistical campaign, this was all about driving without making it feel creepy. Just because
challenges around getting them up, but we consumer awareness around Puppo’s brand we can, doesn’t mean we should.
What about the ethical questions partnered with Milk Money who helped us purpose to ‘celebrate the uniqueness of
around this campaign (being able to find the best spots and seamlessly got the every dog’ by demonstrating the value of the
access people’s addresses for example posters out for us. personalisation that Puppo offers to owners RESULTS / According to the
without their knowledge)? and their dogs. Startups often struggle to agency, the client saw a 68%
Ragan: The controversy brought about from Tell us about the media plan increase brand awareness very quickly and increase in new site users within
the likes of Cambridge Analytica and the in place – how did you ensure their long-term strategy is about maximising one week of running the ads, and
Ashley Madison data breach has meant data this would create noise? online subscriptions. This is fulfilled by a 28% of that traffic came directly
security is at an all-time high. Consumers are Tait: We were highly focused on delivering campaign that’s focused on driving people to from the posters. There was also a
increasingly wary of their privacy and how our idea in its purest form: print ads. This the Puppo platform and converting them into 144% increase in organic searches
brands are using their data. As marketers, meant we didn’t actually want to create subscribers of their personalised monthly for Puppo.
it’s our responsibility to treat it with respect, noise, we didn’t need everyone to see our subscription plans for their pup.
14Contagious Pioneers 2020 / Dentsu Webchutney
Voice Of
Hunger
Dentsu Webchutney tinkered with Instagram’s new voice note
function to create a competition that boosted food delivery
platform Swiggy’s reach 7,700%
I
ndian food ordering and delivery plat- services at the agency, to uncover more about
form Swiggy used Instagram’s new voice the strategy and insight behind the campaign.
note feature to promote its service.
Swiggy challenged Instagram users to Can you tell us more about the brand
create sound waveforms in the shape of and how it has evolved over the past
different food items and send them via direct five years?
messenger to the brand’s Instagram. GD Prasad: Swiggy was founded in 2013
Working with digital agency Dentsu and they were only operational in one city,
Webchutney, the brand promised a year’s Bangalore. Today it’s grown to operate in
worth of food vouchers to whoever could over 80 cities in the country. Their journey
complete the five-day Voice of Hunger has been very similar to the likes of Uber
challenge and replicate various foods from Eats; Swiggy’s business model is pretty
kebab skewers to pancakes using voice notes. much the same.
Swiggy also handed out 50 food vouchers to Prashant Gopalakrishnan: In India,
customers with the best entries each day. unlike many other countries, people aren’t
We caught up with Prashant completely comfortable doing online
Gopalakrishnan, the senior vice president of transactions and Swiggy understands this. As
client services at Dentsu Webchutney, and GD a result, it’s simplified the food delivery system
Prasad, the associate vice president of client as much as possible to give it mass appeal.
15Contagious Pioneers 2020 / Dentsu Webchutney
What would you say the brand’s key campaigns that are fun, engaging and
challenges are right now? memorable so that the brand would be
Prasad: They want to get more people used spoken about.
to the fact that they can order food online.
There is still a large proportion of India that What was the insight behind this
has not been exposed to this kind of service. idea?
However, a lot of people have access to Prasad: The true insight is that there are
mobile phones and are able to access lot of people who are wasting their time on
Swiggy’s services. Right now their challenge the internet and we just wanted to see if we
is to penetrate more cities and expand into could have fun with that.
things that aren’t just food. The brand is well Gopalakrishnan: The person who came up
established in the minds of the consumers, with the idea was a 22-year-old guy who was
but now they need to figure out what they playing with this new voice note feature on
can do better with the same audience. Instagram and thought it was cool. He sent a
note to our director who immediately saw that
Did you receive a brief for this it had the potential to be used in a campaign.
campaign? What brought this campaign to life was having
Prasad: No, this was a campaign that we the foresight to see that it was something that
proactively pitched to them. We’ve had a could really engage the public.
relationship with the brand for the past three Prasad: People go crazy over creating
years and we know what their challenges
are and what they are aiming for. It was an
content, participating and putting stuff out
onto the internet. That’s what we capitalised
channels. Facebook messenger and
WhatsApp also have voice note capabilities,
What brought this
idea that we came up with internally and we on. We gave them something interesting but it just didn’t look as good. It was campaign to life
thought it was a great fit for Swiggy. We then and challenging so that they would want Instagram alone that allowed us to make it was having the
built it to meet some of the objectives that we to engage with it. The entries people sent look like food. That’s why we did the entire
foresight to see
knew they would want to overcome or chase. showed us just how creative the public can campaign on Instagram.
It was our idea, but we based it off stuff that get, even going so far as to use things like that it was something
we already knew about the brand. hairdryers and pets to make certain noises. Who was this aimed at? that could really
Prasad: We were going for the younger engage the public
What challenge did you want to Why did you choose to use Instagram generation who tend to be more willing to
Prashant Gopalakrishnan, Dentsu Webchutney
overcome with this campaign? above other social channels that have experiment with new things, particularly on
Prasad: The number of customers Swiggy the voice note feature? social media. This was a new feature and
has is far greater than the number of people Prasad: After we noticed that the waveforms not one that many people knew about. As a
that follow them on their social platforms. of the voice notes resembled the shapes result, we had to aim for a demographic that
They know that business is going to come of food in Instagram’s direct messenger would be more aware of it and more likely to
irrespective of this, but they want social platform, we tried it out on other social want to join in.
16Contagious Pioneers 2020 / Dentsu Webchutney
What challenges did you face
along the way and how did you
overcome them?
Prasad: The biggest challenge was traffic.
We had too many people messaging us
with their voice notes. We were receiving
close to seven or eight voice notes every
second and it took an army of people to sit
down and respond to each and every one of
them. It also resulted in Instagram blocking
our account because there’s an algorithm
on Instagram that figures out the number of
messages that come in per minute and they
thought that our account was spam.
Did you anticipate the response organic reach that occurred as people Is there anything else
to the campaign? began picking up on the campaign and that you would like to mention RESULTS / According to the
Prasad: We didn’t expect this many people inviting their friends to play. that we haven’t discussed? agency, there were over 10,000
to respond at all. We thought we’d end up Prasad: There was one more challenge entries on the first day of the
receiving about 400 to 500 voices notes. What has been your greatest that emerged just a few days before campaign and there were over
Instead, we had over 150,000 voice notes in learning from the campaign? the campaign. Earlier we mentioned 150,000 voice notes in its Instagram
Swiggy’s Instagram inbox. Prasad: We honestly need to plan better. If that we were choosing the influencers inbox by the end of the competition.
we had known or predicted the response, I based on their personalities. What was The brand experienced a 7,700%
Tell us a bit about the media plan think we would have had a better setup from interesting was that this campaign increase in its Instagram reach and
you had in place. How did you ensure day one to handle the incoming messages. occurred at the same time that India saw brand interaction rates grow
that this would create noise? The other thing would be to have people was hit with the #MeToo movement. by 1,165%. Swiggy saw a 2,100%
Prasad: I think it was our careful choice in place who could manage the whole PR A lot of famous Indian intellectuals were increase in traffic to the platform from
of influencers. We didn’t engage with any strategy. We were all donning different hats brought into the controversy surrounding Instagram. The campaign led to a
other platforms to spread the campaign. so to speak. One day we were dealing with it. We had a list of people that we 40% rise in the brand’s followers on
We picked who we knew had the right the direct messaging, another day the social wanted to work with and we had to Instagram resulting in over 40,000
reach and the personality to do something channels and at times talking to influencers. pretty much change that overnight new 18- to 35-year-olds joining its
wacky like this. Then we also had to field calls from people and delay the campaign by two weeks. Instagram community. There was
Gopalakrishnan: We needed people who saw this was happening and wanted to Swiggy is a brand that really cares about also a 24% average increase in
with a good personality, but also who fit talk to us about it. It would have been helpful its image and we needed to be extremely orders for food resembling its most
the brand image perfectly as being fun to have a team handling all of this so we careful about the people we were popular voice note creations.
and a bit out there. Everything else was could get on with the campaign. associating it with.
17Contagious I/O details the entire lifecycle of a campaign, from its business objectives, through the creative execution to its effectiveness. To access more precedents for how others have successfully overcome your brand’s marketing challenges, email ollie@contagious.com
Contagious Pioneers 2020 / Droga5 New York
The Truth F
aced with declining print sales, a That’s partially because news is mediated
growing distrust of news organisa- through social networks and mobile phones,
tions and an increasing tendency and so it’s really cloudy and opaque to tell
among people to confuse opinion with fact, what’s fact, what’s opinion, what’s fake
Is Worth It
The New York Times sought to remind its news. It’s compounded by the fact that some
readers of the value of the truth. organisations are dressing up opinion like
As part of its long-running The Truth Is it’s hard news.
Hard campaign, The New York Times In terms of our news, we’ve really swapped
worked with Droga5 New York to create objectivity for subjectivity. There was a
The Truth Is Worth It, a series of ads about survey recently that showed that three out
How Droga5 helped The New York Times demonstrate the lengths to which its reporters go to find of five Americans can’t tell the difference
and publish news. between a factual hard news headline and
the value of its product at a time of anti-press rhetoric,
The spots, called Persistence, an opinion headline, so not only was fake
by paying homage to its journalists Fearlessness, Rigor and Resolve follow news an issue [when ‘The Truth Is Hard’ first
New York Times journalists including Hannah launched], but now we’re asking, ‘so where
Beech, Caitlin Dickerson and Rukmini do we find the actual truth?’
Callimachi in their pursuit of the truth of The previous work is mainly about shining
stories, from the separation of immigrant a light on that serious issue and starting a
children from their parents at US borders, conversation. The evolution from The Truth Is
to the Myanmar crisis. Hard to The Truth Is Worth It, is about being
We spoke to Nick Maschmeyer, group actively involved in mitigating this threat by
strategy director at Droga5 New York, encouraging people to support journalism,
to find out more about the insights that to find and seek out credible journalistic
led to the campaign. sources. We based it on the reader insights
we have that people are looking for a way to
What was the brief you received for cut through the clutter.
these ads, and how was it different Online news is so ubiquitous now and
from those you received for earlier there’s so much of it, and so many differing
installations of the campaign? opinions and hot takes – people are really
This campaign was really about starting just looking for a signal among all that
a broader cultural conversation about the noise. We know that they’re seeking the
importance of truth in a time when it seemed type of quality journalism that The New
like there was a real deficit of it, when people York Times provides, but paying for news
were really just waking up to the fact that is just something that they’ve never really
fake news is a reality and a threat. It’s now considered.
harder to discern what’s true and what’s not. An entire generation has grown up on
19Contagious Pioneers 2020 / Droga5 New York
The brief was, how do we drive
subscriptions? How do we get people
to fundamentally understand that news
isn’t free and it requires their support?
Nick Maschmeyer, Droga5
the ubiquity of the internet and digital talked to a lot of the journalists and they
resources, and there’s an expectation of that are very impressive people, really brilliant,
ad-supported business model that is free, intelligent, hard-working people. We thought
which we take for granted. The brief was, about how we, as news consumers, consume
how do we drive subscriptions? How do we news on mobile phones. There’s a disconnect
get people to fundamentally understand that between the articles we get served up every
news isn’t free and it requires their support? single day and all the people and the time and
It’s almost an investment on their behalf to investment and energy and depth that go into
ensure its health and continuation. printing those words we read.
It’s hard to see the connection between
What were the business objectives? the two – that was the underlying insight into
To shift perceptions. We had key brand what we wanted to do. If you want people
health metrics around ‘The New York Times to value quality journalism you have to show
pursues the truth relentlessly’, or ‘The New them what they’re supporting and what
York Times has a positive impact on the they’re paying for.
world’, or, most importantly, ‘The New York
Times is worth paying for’. Key upticks in that What is it about ‘truth’ in particular
are correlated with likeliness to subscribe, so that makes this campaign so relevant
there were some hard KPIs associated with and timely?
the goal of the campaign. It was half cultural When you think about the context of what
and half business, which is the case with truth means, the news media landscape and
anything we do. It was about showing what a industry as a whole is under threat, yet it’s
subscription means. a foundation of our democracy, it’s the First
Amendment. It’s never been more important
What was your initial response to this for news organisations to hold power to
brief? account and report on what’s happening in
We’re at The New York Times a lot and we’ve the world.
20Contagious Pioneers 2020 / Droga5 New York
We say the word truth – meaning facts, publish, but also the truth, ie The New York research informed the direction engineer the cultural relevance, knowing
analysis, reporting – but we see the truth Times, is worth paying for and it’s important of the campaign? that some of these cultural conversations
as a catch-all proxy for quality journalism, to society. There has been some recent research around, say immigration or climate change
specifically the sort of quality journalism that that shows that people don’t necessarily are evergreen and ongoing conversations
The New York Times provides. ‘The Truth You mentioned that people are understand what the various business in a lot of ways, and have particular spikes
Is Worth It’ is saying it’s worth it to us as failing to distinguish between fact models are of news organisations in the news cycle. We placed these spots
an organisation to pursue and report and and opinion headlines. What other and where they get their revenues from, when those conversations were spiking,
but that’s just contextual. The New York specifically around immigration. There’s
Times takes a lot of pride in spending been news on that for what seems like every
money and time on reporting and resources. week, so we would swap in those particular
They have desks all over the world, executions for a heightened relevance during
and send people to far-flung places to those conversations.
get the truth – they’re not just sitting in The second part of it was that there’s
a building in Times Square. a lot of digital media associated with this
campaign. We really liked how the evolving
Who would you say is the target headlines and the text type titles of the
audience of this campaign? executions felt very suited to digital media
It’s The Times’ readership, affectionately placement. They are just as impactful with
termed ‘the curious reader’. Generally they the sound off as they are in a digital banner
are on the younger side, they’re interested or the spots themselves.
in the world around them. They are looking
for quality journalism, it’s an important pillar Do you have any results
in their content consumption, as much as you can share with us?
Netflix and Spotify are. However, there’s a We’ve seen a 6.8% improvement in
behavioural barrier to paying for news when those three brand health metrics that are
they’ve grown up expecting it to be free. associated with likeliness to pay, perception
increases and subscription increases –
Could you tell me a bit more about NYT is leading among all digital news
the media plan you had in place to subscription-based organisations with
ensure the campaign continued to 3 million subscribers. We’ve also seen a
create noise? significant decrease in new subscriber
The two biggest things in the development acquisition costs, and in the past year, The
of it were, one, how do we choose the New York Times’ stock price has been
topics, which articles and subject matter outperforming competitor media and other
are we going to cover for these executions? platforms, which include News Corp,
We made a conscious decision to almost Alphabet, Spotify, Netflix and Facebook.
21Contagious Pioneers 2020 / Happiness, Brussels
Raging Banners
solution, the brand was able to exemplify the
key benefits of its service at a key moment.
Voo has used a similar tactic before. In
2018, Contagious reported that the brand
hijacked the buffering icon that appears
when a video or web page is loading.
Happiness Brussels creates rage-activated banners to promote telco Voo’s internet service Whenever a buffering wheel appeared,
a message from Voo popped up promoting
the speed of its internet service.
B
elgian telco Voo promoted its ultra- Mass reach / Voo relied on gaming
fast connections among gamers platforms such as YouTube and Twitch to
with voice-activated banners that distribute its message. TechCrunch reported
were triggered when players raged against that YouTube’s active gaming streamer base
slow internet speeds. grew by 343%, and Twitch’s by 197%, in
Happiness Brussels developed for Voo a 2017 alone. Meanwhile, a survey by Game
plug-in that connects to users’ microphones Quitters found that 48% of gamers claim to
and picks up what is said by the gamer. spend more time watching gaming videos
As soon as the plug-in detected keywords than they actually do playing them.
relating to anger and the internet, an Voo was able to emphasise the value
animated banner advertising Voo’s speedy of its service to anyone watching the
internet service was automatically displayed stream as they witnessed the fury of
on the gamers’ streams. gamers, accompanied by Voo’s enticing
Voo got 20 gaming streamers, each of promise to fix the problem: a good
whom typically broadcast to audiences of demonstration of answering a need in front
over 100,000, to download this technology, of a receptive audience.
to download the plug-in and then rage
against their connection-lag, in order to
broadcast the banners to their viewers. RESULTS / Happiness Brussels
reported that during the first
CONTAGIOUS INSIGHT / five days of the campaign,
Problem to solution / According to ‘Raging Banners’ appeared on
gaming research agency Newzoo, Belgium 78 different streams, reaching
is home to 4.2 million active gamers. By 3.8 million viewers, and visits
targeting a pain point felt by these gamers to Voo’s website doubled.
– poor internet connectivity – and offering a
22Contagious Pioneers 2020 / McCann New York
Teddy Repair
(alerting parents to the prevalence of harmful
bacteria on children’s toys) with the cute-
factor (taking care of toys and fixing their
‘injuries’) to position Lysol as a family-friendly
brand, and bring focus to the USP of the
product: a bacteria-killing sanitiser that is
Household cleaning brand Lysol offers teddy repairs to raise awareness gentle on fabrics and ‘specially designed to
of bacteria in children’s toys, in this campaign from McCann New York sanitise your family’s clothes’.
Shareable cleaning content / Cleaning
products are often viewed as a low-interest
T
o advertise its Laundry Sanitizer toy-mending scheme helps kids but reaches stuffed animals in order to wash them – and category, but through a combination of a
(which claims to kill 99.9% of parents, Lysol’s intended audience. Lysol has eases the separation anxiety using tracking clever insight, an abundance of hard work and
bacteria) to parents, Lysol created taken a consumer pain point – the difficulty technology. a lot of attention to detail, Lysol is creating a
a teddy hospital for children’s stuffed toys. parents experience separating kids from their The strategy juxtaposes the scare-factor wealth of shareable content about the power
The brand invited kids across the US to of its laundry detergent with this campaign.
submit their stuffed toys for ‘teddy repair’ First of all, Lysol has promised to repair and
by visiting a website and uploading a picture sanitise 500 toys, but the brand is also doing
of their toy along with a description of the additional work of making each toy’s
what needs fixing. Lysol then repaired, journey trackable and sharing photographs
cleaned and sanitised 500 toys that had of each child’s stuffed toy doing things like
been ‘loved to pieces’ and were most in sitting in a hospital waiting room environment
need of mending. or enjoying a ‘teddy spa’. Each story has a
The toys were also fitted with an RFID ripple-on effect as users share them, each
(radio-frequency identification) bracelet to toy represents a new potential customer, and
allow the children to track their toy during the the submissions process doubles as a form
repair process through their parents’ phones. of data collection, creating a ready-made
Each time a toy moved to the next stage audience for Lysol Laundry Sanitizer.
of the progress, its tracking bracelet was
scanned and a photo was taken, and parents
received a personalised update. Once the RESULTS / According to the case
process was complete, Lysol posted the study, the number of site visits to
stuffed toys back to their owners. Lysol.com rose by 21% and Lysol
Laundry Sanitizer sales increased
CONTAGIOUS INSIGHT / by 52%.
For parents, as well as kids / Lysol’s
23Contagious Pioneers 2020 / The Brooklyn Brothers, London
Kranavatn
partnered with several bars, restaurants and volunteers to help work on conservation
hotels in the country to offer Kranavatn as a projects. And Palau asked everyone to sign
new luxury drink. Inspired by Iceland also set a pledge in their passports as soon as they
up a Kranavatn bar at the airport to welcome arrived in the country.
visitors to the country and distributed Like Kranavatn, these campaigns
branded goods to select influencers. encourage people to visit by painting a
The Brooklyn Brothers helps Iceland rebrand According to the agency, a study of picturesque image, while also urging visitors
its tap water to encourage responsible tourism 16,000 travellers from the US and Europe to be responsible.
discovered that 65% of all travellers say they And according to a study conducted by
use more bottled water on vacation than they Sustainable Travel International and Mandala
do at home, meanwhile 70% of all travellers Research, ecotourists tend to spend more
say they don’t trust tap water at foreign travel and stay longer when travelling. They are also
destinations. 63% more likely to consider destinations
The agency claims that Icelandic water is where protecting natural resources is an
pure glacial water filtered through lava for important part of the culture. This is generally
thousands for years and one of the cleanest a profitable, respectful demographic who will
and best tasting waters in the world. bring in the green, as well as help protect it
The campaign launched on 3 June and ran in nature.
for three months, until August.
CONTAGIOUS INSIGHT / RESULTS / According to the
Ecotourism communication / This isn’t agency, the campaign video has
the first time that we’ve seen Inspired by accumulated 366,000 views across
Iceland encourage responsible tourism. In Facebook, Instagram, Twitter
2016, we reported how the tourism board and YouTube. With social media
produced videos to teach visitors how to reach at 4 million over owned
protect the country’s natural beauty. Like content, 1,333 mentions, 34,000
the Kranavatn campaign, the tutorials were social engagements and 220,000
I
nspired by Iceland encouraged with disposable plastics, such as water fun and light-hearted, enabling Inspired views from influencer content on
ecotourism by rebranding its public bottles, while travelling to the country. by Iceland to get a serious environmental Instagram. The Kranavatn Challenge
drinking water to Kranavatn, the Challengers received a voucher for the same message across without preaching. has 2,370 organic sign-ups since
Icelandic word for tap water. amount they would have spent on plastic We’ve been tracking how others have launch and Inspired by Iceland’s
The tourism board encouraged visitors to water bottles, redeemable at several of the protected themselves from overtourism. previous campaign, the Icelandic
the country to take the ‘Kranavatn Challenge’ country’s premier leisure and retail outlets. For instance, the Faroe Islands closed pledge, has now seen 70,000 sign-
and visit the organisation’s website to sign As part of campaign, by The Brooklyn its borders to visitors for a weekend of ups since 2017.
a pledge that they will be more responsible Brothers, London, the tourism board ‘maintenance’, during which time it invited
24You can also read
