CLIENT: MICROSOFT XBOX
PROJECT: XBOX GAMER’S BOOTCAMP / UP YOUR GAME
Reaching out to gamers in Taipei through the Xbox Facebook page to promote the arrival of Xbox One; we asked them to sign up for our Gamer’s Bootcamp by posting the phrase 我要加入one世代. From all the gamers who signed up we selected recruits and took them through a series of challenges designed to up their game for the new Xbox One. After much sweat, some screaming and a few tears … actually lots of tears, these gamers were awarded the new Xbox One console.
CLIENT: MASTERCARD ASIA PACIFIC
PROJECT: PRICELESS NEW YEAR’S EVE
We created a campaign aimed at activating cardholders in the Asia Pacific Region through an online promotion of reuniting with their long lost loved ones.
With the help of Hugh Jackman we created an online call to action film on the MasterCard Facebook page asking cardholders to tell us with whom they want to reunite with during New Year’s Eve and where. We selected winner from the stories submitted online in each country and reunited them with their loved ones.
The reunions we captured on film and promoted online to help with our objective of engaging with cardholders.
PROJECT: OCBC 360
Despite being some of the hardest-working people in Asia, many Singaporeans stick to bank accounts that give little benefits in return, essentially letting their money slumber. To launch its new OCBC 360 Account, the ‘Wake Up Your Money’ campaign used bold, thought-provoking headlines in a media strategy designed around the typical office worker’s daily routine, across print, radio, OOH and digital. The campaign was a smashing success, achieving incredible social media buzz and attracting in just four months a quadrupling of new account openings.
PROJECT: THE LOGO CAMPAIGN
OCBC’s future growth was overshadowed and undermined by an identity still tied to its legacy. Consumers were unanimous in their perception of OCBC as old-fashioned, conservative and very traditionally Chinese. Modernization, differentiation and relevance were identified as the core goals to achieve with re-positioning the brand perception.
Big Idea: There’s more to life than the 5Cs.
This idea leveraged Singaporeans’ relationship to the deeply embedded 5 C’s (Cash, Credit Card, Car, Condo and Country Club Membership). It provoked real feelings in Singaporeans, engagement them in conversation and built momentum toward the realization that the bank really understood the needs of the ‘new’ Singapore.
The Campaign effectively utilized the following communication media – PR, Print, OOH, Moving Media, Online, Viral Videos, Social media, Mobile, In-branch. The campaign was very successful in achieving desired positive image shift in unaided brand awareness for ‘Correct Branding’ from 46%score (April 2011) to 87% (Nov 2012) and it was maintained at 86% well into Jan 2013. (Source: OCBC Internal Brand Tracks Research, Q1 2013)
PROJECT:WHERE WOULD YOU GO?
“If you could spend a night anywhere in the world, where would it be?” This is the question we asked consumers, to raise awareness and signups for MasterCard’s loyalty program partnership with Starwood Hotels.
PROJECT: EYES AS NATURAL AS NATURE
Why do people wear contact lenses? Because they don’t want the discomfort of glasses. And Acuvue lenses keep your eyes moisturized, as if you weren’t even wearing lenses. As nature intended.
Gravity is youth’s greatest enemy – our skin eventually yields to its pull, sagging and aging. L’oreal Revitalift turns aging on its head, and that’s exactly what we did to our models in this print campaign to illustrate its anti-aging effects.
CLIENT: LINE PLUS
PROJECT: LINE BRINGS YOU CLOSER
If a picture paints a thousand words, Line Plus has effectively sped up texting a thousand times. To illustrate this we created a TV commercial telling a love story through Line Plus sticker messages.
Insights & Planning
Insights & Planning