Saatchi & Saatchi
Pampers
Objective
Enhance brand equity amongst mums.
Issue
Pampers is seen as fantastic diapers, but the price is too expensive. The price for what you get is not seen as a proper equation.
Insight
Simply being a “mom” creates a connection with all other mothers. “Once a mom always a mom”.
Challenge
Make a mum understand that by buying Pampers, she can save another baby’s life.
Idea
“Help give the gift of life to more than your baby.”
Results
To date more than 100 million vaccines have been donated (worldwide) thanks to the Pampers 1 pack = 1 vaccine campaign.
Lamisil
Objective
Increase awareness of Lamisil for athlete feet sufferers.
Issue
People don’t necessarily think about their feet unless there is a problem. And when people use an Athlete foot product they only use it to relieve instant nuisance or irritation and not as a cure to treat the entire problem.
Insight
Because athlete’s feet is a reoccurring problem, but a small “problem” in life’s business, people don’t take it seriously and are not aware there are treatments.
Challenge
Make people realise that Lamisil is different from other medication.
Idea:
“Don’t feed the fungus”. With Lamisil you will cure you Athlete’s feed and not feed it. It is more than symptom relief. With all other stuff/medication you will feed the fungus.
Ariel: Tikkie terug
Objective
1. Grow Ariel profit by 8% vs. same period YA.
2. Increase number of washes at 30 degrees.
3. Drive relevancy of need to do something for the environment.
Issue
Make the functional and sustainability benefits of “Ariel washes clean at 30 degrees” relevant and believable to the target audience to bring about a behavioural change.
Insight
We all want to save the planet, but most of the solutions feel like they require large investments in time, money and personal energy, or dramatic changes in the way we live. This makes it difficult to oversee, and the results seem unachievable from an individual perspective. I would love to do more, but don’t know how without turning my life upside down.
Challenge
Ariel helps you turn words into actions.
Idea
A small step back for a big step forward. = Tikkie Terug.
Platform with various stakeholders (milieu, media and Ariel). 3 phases: make issue relevant; call on people to take action; Ariel as solution.
Results
1. Ariel profit grew by 8%
2. Washes at 30 degrees grew by 25%, 52% of Holland washes every time at 30 degrees.
3. 19% more people claim to now have some tips to help the environment. 94% feel the Ariel “turn to 30” tip is relevant to helping them help the environment.
Veilig Verkeer Nederland
Objective
Stimulate parents to leave the car at home when they pick up their children from school, use bike or feet instead.
Issue
Unsafe bike and walking routes from home to school worry parents when it comes to letting their children travel by bike or foot. This is why the average age of children that travel to school on their own has increased from 6 to 8,5 years of age.
Insight
Many parents think it’s safer to bring their children to school by car. However they will not learn to anticipate in traffic by sitting in the back of a car. On top the big amount of cars around the school increases the insecurity.
Challenge
Show that children going to school are better of by foot or bike. In that way they learn to take part in the traffic.
Idea
Children invite parents to walk or bike with them to school on the 18e of September 2008.
Voltaren
Objective
Get people to ask for Voltaren, get Voltaren in everyone’s home, get people to refuse another pain reliever because it’s not Voltaren-relief.
Issue
Everybody takes their moving, their mobility, and their carefree-ness completely for granted. But it’s only when they cannot move because of pain that they appreciate it.
Insight
Being released from pain allows people to be freed from worrying/thinking about it, and then they don’t have to be conscious about it, or distracted by it. Then they can be carefree.
Challenge
Help people realise that being carefree is a matter of using Voltaren.
Idea
“Take control again”.
Duvel
Objective
Attract a younger target group for Duvel, because their current target group is aging. Ensure that the current target group will not feel alienated.
Issue
The youth has lost its desire for (Belgian) specialty beers.
Insight
The youth is searching for ways to distinguish themselves from the “group” and show their individuality.
Challenge
Make Duvel an authentic beer for authentic people.
Idea
IndiviDUVELisme
The new T-Mobile Relax
Objective
Introduce the revolutionary price plan of the new T-Mobile Relax.
Differentiate the T-Mobile brand emotionally from the competition in the Dutch market.
Issue
Consumers are not aware they are losing minutes every month. With the new price plan of T-Mobile Relax all your minutes stay yours month after month.
Insight
The lost minutes represent messages and dreams people could have shared with each other. For instance thousands of ‘I love you’s’.
Challenge
Make people realize what great things they could have done with all these lost minutes.
Idea
Ask people on the street, what they would do with these minutes and follow one of them when he or she is using these minutes to make a dream come true.
T-Mobile Family
Go to the T-Mobile Family website
Objective
Get renewed attention for and enhance the awareness of the highly attractive T-Mobile Family proposition amongst families in Holland.
Issue
Dutch families have busy lives these days. Parents’ and children’s agenda’s are full and they often don’t get talk to each other as much as they would like to. The mobile phone is a great way of staying in touch but the costs of frequent calling can be high.
Insight
If calling and texting within the family is virtually free, you can always be in contact with your family members as much and as long as you like, without having to worry about the costs.
Challenge
Make people aware of T-Mobile Family and get them to realize that they can now always be in contact with their family members, with their free minutes and texts.
Idea
Find a real Dutch family that wants to organize a surprise for one of their family members (a typical period of frequent contact), by using their free minutes and texts. This family turns out to be family Manders from Brabant, who want to surprise Oma – a big Guus Meeuwis fan – for her birthday…
Cordaid: kleingeld, groot verschil
Objective
Increase awareness and attract 1000 new donators among the target group (the youth, non religious, less community concerned).
Issue
The target group is too busy with their own comfortable life to feel concerned with the human tragedies of others who live far away.
Insight
These people are shop-a-holics & consume-a-holics, as such stores & city centers are their “natural habitat”.
Challenge
Compare their purchasing power with emergency help.
Idea
A little bit of money HERE, can make the difference between live and death THERE.
Results
Acquaintance of 82% to 85%.
2.736 new donators.
Awards
Crowned with a Silver lion at Cannes.
Anti Smoking 2008
Objective
To find a new and convincing reason to encourage smokers to kick their habit.
Issue
For years, anti-smoking campaigns have covered the mediascape. Unfortunately, they’ve become ‘wallpaper’.
Insight
Fact – Children who watch their parents smoke are twice as likely to take up smoking.
Challenge
Deliver the above insight in a clever, intriguing way via the print media.
Idea
What goes through a child’s head when he/she sees his/her parent’s smoking?
Results
Cannes Silver Lion
Dance4Life
Objective
Inspire and activate the youth in the age category 13-19 to contribute to the worldwide fight against HIV/Aids.
Issue
The controversy of HIV/Aids isn’t really a subject where the youth is easy and open about. The subject is hard and surrounded with taboos.
Insight
When you want to involve the youth; music, rhythm and dance forms the universal language to their heart. By speaking to them with a language they understand and appreciate you can win trust. We need trust to start a dialogue with them.
Challenge
Make Dance4life the start to cure AIDS.
Idea
Dance4life is positive energy that diffuses from human to human.
Mercedes
Objective
Stimulate the sales of various Mercedes-Benz models among lease drivers.
Issue
Mercedes-Benz cars are perceived to be more expensive than they really are. This has a negative influence on their purchase intent.
Insight
The people we want to reach have the ambition to drive a Mercedes-Benz. The assumption that they can’t effort the car can lead to frustrations.
Challenge
Driving a Mercedes-Benz is a dream come true!
Idea
An affordable Mercedes-Benz is like a fairytale with a happy ending.
Bambix
Objective
Stimulate trial by mothers who don’t give their kids porridge or breakfast cereal.
Issue
Around 40% of the parents are ignoring Bambix, because they forget the product category, or because they think porridge and Bambix are out of date.
Insight
Raising baby’s and toddlers isn’t the permanent pink cloud that most brands in the category are showing. And that is fine: a bit naughty is often a good sign that your kid is smart, ambitious and curious.
Challenge
Demonstrate that Bambix knows how the real world of baby’s (and mothers) looks.
Idea
Bambix helps the kids during their discovery in a very big world.
Olvarit
Objective
Reposition the brand Olvarit as quality leader in the baby food market.
Issue
In the eyes of the consumers, private labels are just as good as A-brands. Because of this consumers don’t see a reason to buy A-brand products like Olvarit, even when it’s about baby food.
Insight
Mums always want the best for their baby. But they don’t realize that the products of Olvarit are in fact better for their baby than private label baby foods.
Challenge
Make clear that there really is a difference in quality between one and another jar of baby food.
Idea
Jip and Job explain the importance of “Eet Compleet” in a childish way.
Wagner
Objective
Reintroduce Wagner Pizzas as quality pizzas in the Netherlands.
Issue
Frozen pizzas are generic in the eyes of the consumer. The low product expectations cause low differentiation rate between frozen pizza brands.
Insight
Pizza buyers are rigid buyers; because of disappointments in the past they often hold on to previously brand choices so they can avoid disappointments.
Challenge
Give consumers a tangible guarantee of the best taste.
Idea
Discover the Wagner Crunch. Tasting is believing.