Winner Case
Summaries 2022

Careem Food was in its infancy & eagerly looking to up it's brand awareness. In the T20 World Cup, we found the perfect opportunity to piggyback off of the ongoing online cricket conversation, particularly Pakistan's rivalry with India, England & New Zealand to deliver on a food campaign offering refunds to customers if Pakistan won the match on that particular day. The campaign took off better than we ever imagined, propelled by Pakistan's phenomenal performance against India (152-0) and put Careem at the center of the celebratory meme conversations online.

The issues of accessing authentic medicines from traditional pharmacies are accepted by consumers as frustrating tag-alongs when ill. These were highlighted in a series of light-hearted ads as significant problems; and flipped over by offering the simple solution of purchasing medicines with the tap of Tabiyat's app, going even further with doorstep deliveries within 4 hours. A quick trial was generated giving consumers an experience making their "tabiyat khush"!

The launch of easypaisa’s Savings product disrupted the financial services industry by providing users with an option to earn daily profit on idle money kept in their easypaisa current accounts. Lack of financial discipline – solution: free movement of fundsDetailed KYC forms – solution: 1 tap subscriptionLack of trust on other apps – solution: visibility of funds with daily payouts Business objective were overdelivered with in first 4 months after product launch. Easypaisa strategically targeted users through full funnel campaign who were more likely to subscribe for savings

Pandemic was still around in 2022, but this time people were going to meet in-person to celebrate eid. However, during eid days sourcing fresh notes for eidi becomes major roadblock since either the banks are closed or ATMs don’t work, so we changed the name of our brand to eidipaisa and gave customers an easy way to share eidi with their loved ones – digitally! The campaign achieved reach of 14M that resulted in highest app store visit in two years, and throughput of 7.6M which was highest in 2022!

Growing 3 times faster than last year with the highest growth rate of 141% in the category against big banks, that too in a very competitive sector which is the second largest contributor of foreign exchange income for Pakistan. Bank Alfalah established itself as the clear 2nd position holder climbing up from the 8th rank through an emotionally driven multi-channel campaign, Bank Alfalah challenged remittance giants & gained an additional 6.66% of market share (FY2020-2021).

Shan wanted to leverage the most sacred month of the Muslim calendar– Ramzan, with an exhausted budget to boost its brand equity as the fiscal year closed. Broadening our horizon, we designed a powerful message that differentiated us in people’s hearts and minds. With every communication we release, we drive to make a change– we decided to strike a new chord with the Ramzan Campaign. Instead of flowing with the current, with the spotlight on a Muslim family, we expanded the boundaries to be more inclusive, bringing people together within Pakistan– a melting pot of multiple cultures and religions.

Before Shoop, the category and its connotations were dominated by association with kids. Shoop was the only brand to identify an untapped segment (13-24 years) and win their hearts and minds with communication that was both relatable and reliable. This was challenging because this TG doesn’t trust explicit branding and big companies in general (93% don’t trust corporations) but due to the novelty of the communications that emphasize on trusting teenagers, despite their unconventional habits, the brand was able to drive business results, market share gain and equity & loyalty growth.

Chai Wala Biskut, was the new kid on the tea-biscuit block dominated by the leader Sooper (33% market share) In spite of big-spending, many brands tried but none could jolt the giant. Ultimately success depended on taking share from the industry leader. We could not win with muscle, so we strategized and differentiated our brand to capture consumer’s share of mind. We took the cultural leadership with the younger generation of tea drinkers leading to switching. The launch was a huge success, we became PKR1.3 billion Brand, gained 6% share, in the launch year. (Target: PKR1billion, share 2%)

The shampoo category witnessed an intense price war between the shampoo giants in 2019. The war was so intense, that the category advertising spent went up to PKR2.5bn annually!

Eating ice cream always made us happy, anywhere and anytime.But during lockdown, consumers were not in the habit of purchasing ice cream online. Hence, instant happiness required an on demand solution. E-commerce before 2020 was close to non existent for us however with the change in consumer habits & emerging trends we saw a perfect situation to fit ice cream in their lives via building moments of ice cream consumption

By embedding HBLPSL Jeet Ki Jang within influencer content, we garnered positive engagement and millions of views for the branded content platform. We realized that audiences relate to branded content that is presented through an unbranded lens. In this campaign, we picked influencers from three social media platforms and designed a multiple-pronged approached, co-creating content based on their genres and in their unique skins. The result was high traction and organic sharing of social media content, which eventually translated to views and engagement and a massive increase in the YouTube subscriber base.

A brand that was challenged with a small market share made a place amongst the old players with a unique and relevant message for the leaders of tomorrow. We built upon the insight that children form impactful habits at an early age. We crafted a campaign around the idea; Imagine a Better World with Jumbo Junior and raised the issues and showed solutions regarding deforestation and water conservation amongst children. The brand gained tremendous market share, sales growth while reaching thousands of kids, shaping their habits for the better.

Bank Alfalah efficiently targeted Pakistani remitters in UAE by providing convenient ways to send money to their loved ones back home. We created an emotional bond with our core audience by stirring their nationalism and interacting with them on the ground. The communication architecture included an ATL broadcast campaign while expanding reach to the UAE through TVC and radio media. A BTL initiative further added momentum to the effort.

To fight against the evil custom of forced dowry, we started a movement by first coining a new phrase which compared dowry demands to haraam activity. We then hijacked a morning show in which a celebrity's "bride" was revealed to be material goods. This launched our campaign symbol as a henna stamp, which thousands of women - and men - wore as a symbol against dowry during the wedding season.

‘Humrahi’ is Pakistan’s first digital insurance content in form of webisodes, catering to an untapped market and changing the perception about life insurance. Conveyed message in a lighter & positive way. Moreover, challenging the traditional way of thinking versus a progressive mindset was the underlying message while breaking stereotypes associated with female’s education, their careers after marriage and women embracing motherhood.The combined promotion generated 8Mn+ views and reached over 15 million audience through Facebook alone.500% leads with cost per lead (CPL) being less than planned.

To raise awareness against child marriages in Pakistan, we created a first-of-its-kind “Bridal Uniform” — one that highlighted the true cost of an early marriage for girls: education. Collaborating with the country’s leading bridalwear designer, we designed a dress which merged a school uniform with traditional embroidery patterns shown by Pakistani brides on their elaborate outfits. We launched the dress by hijacking the country’s largest Bridalwear fashion show. The PR resulted in members of parliament taking notice and the country’s Islamic Council reviewing the previous law to now protect girls.

A trucker’s livelihood is closely tied to efficient up and down movement on long routes, while complying to safety regulations. Delays very clearly equate to financial loss. Money taking priority on safety is the biggest threat and the behavior that Shell Rimula aims to discourage. The gray imports promoted by illegal reclaimers, selling at low prices make up the biggest challenge in category faced by legal players, making it difficult to sustain preference for quality brands, in 2017/18, Shell Rimula grew its brand preference from 14% to 21%

“Genesis of the Surf Ramzan campaign dates back to 2016, when the brand, having cemented itself as the most loved detergent of Pakistan, now looked to elevate its philosophy of ‘Dirt is Good’ to not only defend this market and thought leadership against competition, but also to take its equity to another level. There was a natural association with Islamic values that consumers already saw in Surf Excel, featuring kids pulling off small acts of heroism. Ramzan hence became the perfect occasion to convert brand affinity to unflinching brand love. “

Diarrhea is the second leading cause of death among children under five worldwide. It kills more children than malaria, AIDS, and measles combined. Yet most are unaware of this fact and that this tragedy can be easily prevented by the simple act of washing hands with soap. Lifebuoy’s social mission is to make a genuine impact on child deaths from diarrhea and pneumonia by changing the handwashing habits. Lifebuoy’s initiative called ‘Help A Child Reach 5’ proves that soap is a powerful means to save lives.

Small Business Saturday (SBS) has transformed the way Americans think about local, community businesses. Over the last six years, the day has grown from a social moment into a social movement in the truest sense, generating more than $50 Billion for small businesses nationally on just 6 celebrated days1. It has become an official national day supported by the US President.

Dominant on the East Coast, JetBlue was “JetWho?!” on the West Coast. As New York’s Hometown Airline, we decided to fly an iconic taste of our home—authentic New York pizza—across the country to LA. Seeded with LA’s pizza-loving influencers to build buzz, “Pie in the Sky” was the first ever same-day transcontinental pizza delivery service that gave West Coasters unfamiliar with the brand a real taste of the JetBlue experience, leading to increases in “first choice” airline (correlated with market share gain), and earning 923M impressions (worth $4.1M).

Already faced with tough competition and a declining category, Treasury Wine Estates needed to stand out in a crowded wine aisle brimming with Millennial-focused brands. And with widespread clean store policies, we couldn’t rely on point-of-sale displays or traditional retail channels to reach our audience. The reality of retail was bleak. So we hit refresh – and created Living Wine Labels, an app that uses augmented reality to disrupt the wine aisle and speak directly to shoppers, by transforming our packaging into a platform for brand storytelling.

Faced with ambitious life insurance growth targets and intensifying competition, Income focused on winning in its biggest customer segment: women. By committing to changing with the times and calling out the industry to do the same, Income earned women’s attention and affinity. Market share shot to a record high in several years.

LG is an electronics Goliath, that was forced to embrace its role as David in the US smartphone category. People are so blinded by brand love for Samsung and Apple that they’re on autopilot, never considering switching. We burst the blind brand love bubble by challenging consumers to think for themselves. We took on Goliaths by challenging consumers with a provocative question: WHAT’S IT GONNA TAKE to switch to LG G7 ThinQ.

In an era of Silicon Valley innovation, Lockheed Martin was seen as an outdated defense contractor. Especially when it came to space, It found itself losing its customers to startup Spacex If Lockheed Martin didn't prove its innovativeness, it risked losing further business to SpaceX. Lockheed Martin set out to shift the conversation away from SpaceX by creating the first ever group virtual reality experience. It shifted the conversation - receiving 180% more mentions in the Mars conversation than SpaceX and 132% more mentions than Musk.