One of the world’s most popular chocolate bars doesn’t need any further introduction in the Western world. But Hong Kong proved to be quite of a tough cookie for Snickers. Other brands were massively outspending their budget and in a category where staying on top of mind means everything, they needed to act fast. The result was a powerfully simple campaign where public figure slip-ups were turned into outdoor posters.
The fear of losing your dog is universal to all dog owners. Pedigree knew that if a dog goes missing, every second counts. So they decided to help dog owners and together with Google created ‘Found’ – a mobile app to help find lost dogs in real-time.
In 2014, Axe upgraded the look and formula of its entire product line.The last time Axe changed its look was 7 years ago.
A lot has changed since, including how we hook up... To get Egyptian youth excited about new Axe (and underscore its reputation as the scent of seduction), Axe launched an online campaign that traced "the evolution of hooking up" since 2007.
You would think that the World Cup and sex go great together. It’s a celebration of love, love for sports and love for people. However, statistics have proven the opposite. Sexual activity is reduced by 40% during the World Cup. Durex wanted to change that and bring attention back to sex and at the same time, express its support for the national team in a fun and quirky way.
Pet food brand Misfits launched a new line of dog treats in Canada. They needed to come up with a creative campaign that will make a splash, using a modest budget - so they created an interactive Dog Gif Party Maker, which let visitors create their own dog dance party using cute dog gifs.
When launching its new affordable energy drink Sting in Egyptian market, PepsiCo understood they had to change the Egyptians' perception of energy drinks from an expensive luxury product to an everyday boost for everyone. Therefore they decided to associate the Sting with the extreme sport of ‘Everyday Egyptian Life’ and built a campaign around this idea.
Turkish haircare brand Elidor turned a local popular TV show into an interactive game where people could win the products that the actors in the show were using. A 120-minute TV show was basically turned into the brand’s commercial break and nearly 300,000 people engaged with it.
In order to boost Gillette's business in China, the brand and its agency decided it was time to try something new in its marketing. They came up with an orchestrated celebrity scandal and 'leaked' an unbranded 'private' home video of China's national sweetheart Gao Yuanyuan.
It’s probably hard for us to even remember the time when our mobile phone had a single function: voice calling. But for millions, even a basic phone is a big luxury. And they make up a a high percentage of potential customers for FMCG brands. HUL took a bold initiative to reach this big target group via their basic (non-smart) mobile phones.
Society norms in Turkey are still rather conservative and sex-related products are difficult to market in such conditions. Durex faced serious challenges in its efforts to communicate the product benefits and generate word-of-mouth. One of the obvious ways to get past official or unofficial censorship was by targeting social channels on the web.