ASSIGNMENT 3

GROUP 3

TRUC NGHI | PHUONG LINH | THANH VY | PHAN CUONG

CASE 1

CAMPAIGN: “DUMB WAY TO DIE” Melbourne Metro

Not only professionally provides good

transport service but also cares about the

safety of the customers.

Is popular and has high volume of traffic.

The young people who is aging 14-25

that always unawaringly looking on smartphones and

prone to railway accidents.

As a youth, I’m not a kid anymore so I hate being told what to do or what not to do. I

know your good intension, but

If you keep telling things, I won’t do it or I will do the reverse.

Insight

Dig Deeper • Customer insight: Young people do not like being told about

how to behave. If you approach the wrong way, they may do the reverse.

• What they do: Turn what the young have to know into what they want to know.

Instead of trying to squeeze, force young people to hear the rules, principles or safety advice

or scare them with shocking images with the accidents that they never think that will happen to

them, McCann and Metro Melbourne turned the arid message of what young people should and should not

do into a fun and easy to remember song for them to listen, sing along, make it their own styles, draw,

dance and share. By that, the messages become what they want to hear.

CAMPAIGN ACTIVITIES

#1 Released song “Dumb way to die” on Itunes and a video version on Youtube.

https://www.youtube.com/watch?v=M0mDTaq20sk

#2 Continuously broadcasted the song and images on the radio, television and

in the subway stations.

#3 Published games and books for children which give safety reminder message in the metro area.

#5 All forms of online advertising are link to Dumb Ways To Die website

where the people will be encourage to implement the safety precautions in

the metro area.

Achivements

- Reached 1 million commitments on website

- The most shared PSA until now

* Over 3.000.000 shares trên Facebook

* Over 100. 000 shares on Twitter

* Over 2.000 blog posts

- Be ranked No.3 in the most spreaded advertising clip of

all times.

- Be released on iTunes in 28 countries

- Be mentioned by more than 750 new channels and

world wide website.

- Be broadcast free on all subway stations in the world

- Be used to teach in universities.

After only 4 months…

The rate of accidents and fatalities in the metro area

decreased to 21% compared to the same time last year.

Source: marketing.edu.vn

CASE 2

THIS GIRL CAN

Activities

• #1: Do a research

“Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them”

_ Two million fewer 14- to 40-year-old women take part in sport when compared with men, despite the fact that 75% say they want to be more active. _ 36% of the least-active schoolgirls agree that they feel like their body is on show in PE lessons and that makes them like PE less _ 81% of mothers with children under 15 prioritise spending time with their families over getting fit

• #2 The first TV ad for "This girl can" broke on ITV on 12 January 2015, and an initial investment in primetime TV and outdoor advertising provided the foundation for building a vibrant social-media community

https://m.youtube.com/watch?v=jsP0W7-tEOc

• #3: The creation of a social-media community on Twitter and Facebook was encouraged by a tailored algorithm that sent encouraging tweets to women who were themselves tweeting about exercise or fear of hitting the gym.

• #4: Sport England teamed up with Marks & Spencer to launch a branded exercise-clothing collection for women. The range includes leggings, t-shirts, ‘hoodies’ and sports bras.

• #5: Teamed up with Sport Relief, using specially adapted campaign mantras, and women inspiring other people to get involved in fundraising. Women who were participating could create their own “This girl can” posters to show everyone what they were doing to raise money.

Achievement

• 8000 supporters for the campaign, from the FA to small local sports clubs

• Gender gap between men and women exercising regularly has fallen from 1.78m to 1.73m

• 37m Facebook and YouTube views of 90-second "This girl can" spot

• 500,000 members of active "This girl can" social-media community

• 660,000 tweets about #ThisGirlCan

BRAND TRUTH:

_ Care of women

_ Always support women

CAT TRUTH: Sport

_ Fitness

_ Active

_ Confident

CUSTOMER TRUTH:

_ Target customer: 14-40 yeras old

_ Unconfident

_ Scare of being judged

_ Unactive

Insight: the fear of judgement by others is the primary barrier holding women back from participating in

sport. This fear covers concerns over their appearance, ability, or the simple fact they are choosing to

spend time on themselves, rather than on their families. Tackling this fear was seen as key to tackling the

gender gap.

BRAND RELEVANT

Target customer: Women in the world, age from 14 to 40, scare of being judged and think they can not play sport or do exercise.

Funtional: This girl can is a campaign which aim is inspire and encourgage women to practice exercise and play sport more in order to be more healthy, active and tackling the gender gap.

Emotional: This campaign also empower the confident of women and help them love themselves.

This girl can is highly relevant with women’ confident.

CAMPAIGN Insight

Context: Research carried out by Sport England reveals that by every measure, fewer women than men play sport regularly. Two million fewer 14- to 40-year-old women take part in sport when compared with men, despite the fact that 75% say they want to be more active

Truth: From an early age, appearance is a concern for women when it comes to exercise, they hate the way they look when they exercise or play sport. the research also reveals that while many mums would like to exercise, the fear of being judged for putting themselves first is a barrier. Morever, women identify with the fear of not being "good enough" in some way; whether not being skilled enough, fit enough, or the right size.

Insight: As a girl/ woman, I want to release the fear of being judged when I play sport or exercise even thought I don’t have enought skill or as strong as man.

BRAND AND CAMPAIGN

The result: changing consumer behaviour and inspiring women to make a positive difference to their lives. As a result of the campaign, 1.6m women have started exercising. Moreover, the number of women playing sport and being active is increasing faster than the number of men. The gender gap between men and women who exercise regularly has begun to narrow – from 1.78m to 1.73m

Difference: Different from others, ‘This girl can’ has proved it is possible to have a beautiful campaign with high production values featuring real women, this campaign show that you don’t need to make women feel bad about themselves to sell products or change behaviour.

Insight: "This girl can" activity is one of the most powerful sporting campaigns, is a celebration of active women who are doing their thing no matter how well they do it, how they look or even how red their face gets, help women overcome the fear of judgement that is stopping too many women and girls from joining in.

Dip Deeper

Customer insight: the fear of judgement by others is the primary barrier holding women back from participating in sport. This fear covers concerns over their appearance, ability, or the simple fact they are choosing to spend time on themselves, rather than on their families. Tackling this fear was seen as key to tackling the gender

gap.

CASE 3

CAMPAIGN “A TICKET TO VISIT MUM”

BRITISH AIRWAY

To build awareness, BA released a short film, telling the story of a mother from India and her son Ratesh who are reunited by British Airways. Ratesh

moved from his home in Mumbai to New York when he was just 17 and longed for his mother's homemade Bhindi, his favorite childhood meal.

EXECUTION

#1

https://www.youtube.com/watch?v=WPcfJuk1t8s

Promote on website: updated stories and the mum’s cooking recipe which was handwritten

EXECUTION

#2

• The video received over a million views on YouTube and over 125,000 shares on Facebook.

• Ticket sales from North America to India on ba.com increased by 65 percent.

• British Airways’ share of the North America to India route increased from 5 percent to 38 percent.

ACHIEVEMENT

Brand Truth

Cat Truth Customer Truth

People who are away from home

Want to go home but unable to afford the

cost of airplane tickets

Popular Safe Fast

Care about customer

Good customer service

Professional

The desire to come back home

and taste the childhood flavour

BRAND RELEVANT

• Target consumers:

People who has been far away from home for a long time and longed for a chance to coming back to their countries.

• Functional:

BA is the flag carrier and the largest airline in the United Kingdom based on fleet size. It provides a wide range of flight options for customers with safety and good services.

• Emotional:

Focusing on people’s deepest desire to come back home. BA reminds them of their memories about family and inspires everyone to grab a chance to go back to their hometowns.

CAMPAIGN INSIGHT:

• Target audiences:

Indian immigrants in the US

• Context:

Indian migrants began arriving in the US as early as 1820. Though few in number at the time, the Indian population has surged since the 1990s to become the second-largest immigrant group in the country after Mexicans.

• Truth:

Deep inside their hearts exists a strong desire to reunion with family, to enjoy the cozy atmosphere at home just as when they were young.

• Insight:

Indian seldom eat out because the mother always cooks at home. However, since they are no longer at home as often as they want to be, they crave moms’ cookings. It’s a lingering feeling.

BRAND & CAMPAIGN

• Result:

Bringing a family together helps BA increase ticket sales by 65%.

• Single-minded:

The execution focused on the message: “We’re making it easier for you to give your mum the ultimate gift. Yourself.”

• Brand relevance:

With the mission to bring family back together, BA has created a very meaningful campaign to encourage people coming back home.

• Insight:

Powerful and touching insight for Indian immigrants in the US.

CASE 4

KNORR: “LOVE AT FIRST TASTE”

Activities: #1: Do a research: questioned 12,000 people about their attitudes towards flavour and its importance in their lives. One of its key findings was that we are more likely to be attracted to someone who shares our flavour profile

#2: Set up blind dates matched entirely by flavour, filmed the results & created an online Flavour Profiler to help viewers find & share their profile.

#3: On Twitter: Pose the question as to whether people believed in #LoveAtFirstGlance or #LoveAtFirstTaste.

#4: On Facebook, it reached all available ‘foodies’ across its Top 10 markets through the opening days of the command centre – dropping into the newsfeeds of over 150M people across the Globe.

#5: To spread the flavours far and wide, Knorr relied on YouTube's massive scale and its ability to facilitate a launch across 10 different countries and 25 different languages

https://youtu.be/xwx7NnPQ44U

#6: Use others social media: Playbuzz, Tastemade, Unruly,.. To support this campaign

ACHIEVEMENT

Currently sitting at 112M views across all platforms, and topping the viral charts, not only did people engage with the story (2x audience retention for films of a similar length), it created a spark that triggered a huge social reaction in Knorr's favour, with over 2.7M social actions taking place in the first two weeks, 400K Likes and 200K shares of the main film and associated assets; with 1.87M clicking to find out their own flavour profile. Generating 1.4 billion PR impressions along the way.

Brand Truth

Cat Truth Customer Truth

Women age 30-50 Want safety Housewife

Delicious Safe & Comfortable

Save time Home cook Real taste

Popular home cook

People would be more attracted to

their partner if they enjoyed the

same flavours

BRAND RELEVANT

• Target consumers:

Single people all around the world.

• Functional:

Knorr produces dehydrated soup mixes and condiments.

• Emotional:

Enrich people’s lives through flavour. Flavour is emotionally charged and much richer than just the notion of taste.

CAMPAIGN INSIGHT:

• Target audiences:

Single people around the world.

• Context:

Knorr asked 12,000 people in 12 countries what flavour means to them, to get a genuine understanding of the crucial role it plays in everyday life. One of the key findings of Knorr’s research was that three in four people (over 78% in fact) are more likely to be attracted to someone who enjoys the same flavours.

Truth:

Flavour compatibility is one of the most important factors when it comes to finding lasting love.

Insight:

People claim that if their partner didn’t share the same flavour palette, they would be worried about their long-term future together.

BRAND & CAMPAIGN

• Result:

#LoveAtFirstTaste captured the attention and imagination of the newsfeeds and the viewsfeeds across the globe.

Single-minded:

The execution focused on the message: “Love at first taste”

• Brand relevance:

Knorr brings people together through flavor.

• Insight:

Powerful and touching insight.

CASE 5

THANK YOU