Winner Case Summaries 2020

Gamebox is Pakistan’s 1st Gamestore which offers a Direct Carrier billing to customers through their mobile balance instead of paying through a credit card. A safer gaming experience for the vulnerable demographic,

Gamebox catered to the need of mobile gamers in Pakistan. Users could play UNLIMITED games on Gamebox, where a minimum purchase on Google Play would cost around Rs. 120. Leveraged by effective, local and contextual marketing communication, our user base increased, active user time took a hike and Gamebox was able to give a tough competition to Google Play

Telenor hosted Gamefest, a pioneer gaming tournament, by bringing the global giants like PUBG mobile, Fortnite and Asphalt 9 for the 1st time in Pakistan. Gaming generates the highest revenue for Telenor’s digital division and this event successfully enabled Telenor to own the national gaming platform. Gamefest not only set the trend of gaming tournaments in Pakistan by empowering the gamers with recognition but also generated a long-term opportunity for the gaming industry.

We flipped not only our core competitors advertising tactics, but made a statement as to how ‘their way’ of advertising tends to find ways to dupe you into consuming a product. And we did this without having to tweak our retail margins. Nesfruta was thus able to stand for everything its competition is not, while garnering brand love and driving sales volumes.

Having to make a mark with less than 20% of the budget as that of our competitors in a space where our TG strongly (98%+) associates with music we provided a platform to the youth for not just making music but musicians along the way. As a result, our TG started to understand NESCAFE  as the most youthful and trendy brand as compared to tea. Imagery score for NESCAFE vs. Tapal 13 vs  -10

‘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.

Pakistanis love to eat street food, but at an unhealthy cost: oils that lead to obesity. We saw an opportunity to position our kitchen roll as a device to use to lose weight, thanks to its high absorbency. Working with celebrity chef Saadat, we created online episodes on which he recreated beloved street foods – but every time placing them on a square sheet of our product, which we calculated down to an average absorbency of 260 calories. Entertainment with health benefits, which led to spectacular results for the campaign. 

Despite being a market leader, Sooper was feeling the pricks of encroachment from new entrants/ existing competition. It was swim-or-sink situation for Sooper in an industry that was cluttered yet emotionally undifferentiated. In the quest to attain unmatchable equity, Sooper overhauled its mindset, introducing a blue ocean strategy and went on to develop beloved brand assets whose echoes have been etched in the market landscape across categories. It is a giant now in the hearts of Pakistanis.Within 3 years, it has achieved what brands would take 5 years to accomplish.

The giants of Branded Music had not only failed to establish any functional connect between brand-and-platform, but fell prey to content-monotony, their innovation being limited to maximising scale and reach.
It was critical for the Strepsils to break the monopoly of the Branded Music giants, with miniscule budgets, while sustaining its innovative content: previously, it was just about a clear voice, now, Acapella leveraged the power of a clear voice to express strong, clear and resonant messages.
Sales grew 10%; market share maintained at 47% in a declining category

Through our corporate identity campaign where we portrayed Bank Alfalah on a mission to inspire people of Pakistan to take their own path towards achieving greatness. Bank Alfalah has been transforming the landscape of banking in Pakistan by riding the wave of global digital trends. We talked about Alfalah’s progressiveness and re-established ourselves as the bank that strives for achieving greatness and is with those who carve their own dreams.

The birth of this campaign was initiated to assuage the fears and mollify the apprehensions of consumers towards packaged food, and to address the trust deficit NESTLÉ was facing by reminding the consumers that NESTLÉ, for the past 150 years, has never strayed from its commitment of providing wholesomeness and goodness to every household. The campaign was a complete success as it showed 21% uplift on brand trust and proved to be truly effective as 11 out of 13 brands showed an increase in the trust score.

National Foods was a relatively new player in the Mayonnaise category. With the mainstream acceptance of global cuisines and influence of internet, the modern homemaker feels encouraged to try newer things and that has necessitated the adoption of novel flavors, including Mayonnaise.
However, Young’s dominated the category and pushed National into the unfamiliar challenger role. With this campaign, NFL set about gaining a foothold, drive conversion and market share from Young’s and establish brand relevance. 
Success was reflected in the campaign results with a two-fold increased market share.

In a category that fundamentally rests on one variant i.e. Biryani recipe mix, Shan assumed responsibility to drive category growth. Shan shifted the weight toward the primary five (P5) variants – Shami Kabab, BBQ, Fish, Nihari and Paya. The campaign was built in tandem with our audience’s variety seeking lifestyle; each P5 variant was coupled with a family member as their favorite while our protagonist is the driving force behind the calls taken in the kitchen in a communication series.

Even though we identified an opportune moment to make the first move, we were up against decades of trusted cooking methods among a quality conscious audience. We designed a campaign that transparently communicated Shan’s USPs – best sourcing, cryogenic grinding and preserving spices through vacuum-lock technology in aluminum packs. As a result, consumers disregarded unbranded spices and health concerns attached to them; Shan’s plain spice market share increased from Sep 2018 to Jun 2019 and showed that we moved the right needles.

With a very minimum budget, we were tasked to make noise around a relatively unknown brand and to create something that got more attention than the competition. We decided to tap into the buzz around the last season of Game of Thrones and cast a local look-alike celebrity in an online film: Tyrion Lannister’s doppelgänger, Pakistani Rozi KhanThe film went insanely viral, showing up on the press, both international and domestic. In just 14 days, we racked up a unique reach of 2.6 million across social media.

PEL is one of Pakistan’s major electronics brands. But as an entrant in the LED TV category, it was essentially a David competing against established Goliaths. Economic regression, gray market influx and cheap alternatives from Chinese players led to stiff competition in an already flat category. LED TV advertising in Pakistan primarily consists of feature-based product stories. PEL changed this narrative with RUNG JAMA KE DEKH, a campaign that highlights the TV viewing experience by celebrating the importance of color in life and conjoining it with the Pakistani culture.

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.

For the first time in consumer-electronics industry of Pakistan, Dawlance came up with a full-fledged campaign highlighting Quality Service.In current era, technology can be easily replicated but quality service cant be equated. Hence, dawlance took a unique approach to strengthen the brand equity.
Entire campaign was research backed; as customer-service plays vital role in purchase decision. The campaign ran during the peak season while to create internal motivation,real Dawlance-technicians were used in commercial and showcased as hero. Service reach, 24-hours customer-service and trained technicians were highlighted in campaign as USP’s.

Thousands of children go missing in Pakistan, a large number of whom are trafficked quickly to various parts of the country, some areas into which traditional media doesn’t penetrate.To help recover these children, we collaborated with conceptual artist Samar MinallahKhan to paint portraits of missing children as Truck Art on the back of trucks. These vehicles traveled across Pakistan spreading awareness of the missing children and a hotline. More than 3,000 calls poured in with several leads, which has so far led to the recovery of seven children.

Dasani – The Ripple EffectHow putting a spotlight on the game changers of Pakistan reached over 22 million people and generated a remarkable increase in the Brand’s hard and soft measures.

The idea behind the campaign was not just to showcase what the brand stood for in terms of ‘Dunya Ko Bataa Dou’ but also to connect with audiences who had previously not had a chance to have their region and culture showcased on such a huge platform. This is why the digital audience that Eva had surmassed over such a short span of time became a perfect fit with Jazz’s brand promise of Dunya Ko Bataa Do.

Our campaign managed to raise awareness for Multiple Sclerosis at a national level with a blurred selfie by the right influencer. The idea itself was innovative, by combining the disease’s most common and often misinterpreted symptom, blurred vision, with the popular selfie trend to create a blurfie. We received inorganic media coverage from national as well as regional channels and multiple unpaid mentions from publications across Pakistan.

Campaign cleverly leveraged Ali Gul Pir, key influencer and his fans to spark a massive movement to demand Bun Kabab from McDonald’s. Critical success factor of campaign was that it unfolded in an organic manner and to date people believe they are responsible for the launch of Bun Kabab. Campaign resulted in magnificent consumer participation and word of mouth. It crossed borders to become top-trending headline online and offline including News, Entertainment and Lifestyle channels, effectively delivering objective of driving maximum buzz resulting in massive trials and successful launch.

The steadily growing life insurance industry holds great potential but a few myths and misconceptions still hamper its growth. Commonly perceived as beneficial only after death, life insurance has much more to offer even during the insured’s life and this is what needed to be communicated. Jubilee Life came forward with its promise of taking responsibility and providing financial security to those who put their trust in us and being the support system which people look for. The key to the campaign’s success was the relatable scenarios shown.

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The national budget announcement is known to always bring a plethora of new taxes which increases “fikr” in daily lives. Seizing this opportunity, Ufone Card decided to pit its Super Card positioning of “Mahine Bhar ke Befikri” against the budget announcement to further own its peace of mind positioning. 

Jazz believes in meaningful partnerships that help us effectively reach our TG. This was the strategic intent behind partnering with CokeFest, the biggest food & music festival in Pakistan. The strength of this partnership was exemplified in the way Jazz completely revolutionized customer experience on-ground by digitizing it end to end.

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The Ufone Balochistan Football Tournament was a brand activation conducted by Active Media Pakistan. In a province known for malnutrition, bombings and target killings, both Ufone and Active Media joined forces to hold a football tournament that not only changed the lives of the youth of the province but also lead to astounding business results for Ufone

Homemade butter is used widely, BBM had a tremendously difficult task of modifying consumer perception and upgrading them from a deeply ingrained habit, while also having a government institution rallying against it. This did not stop the brand from actively communicating for what it stood for – being a brand that inspires children to follow their dreams by giving them a nutritional, healthy breakfast allowing them to grow and develop. The results were phenomenal, taking the brand from a stagnant position to having an increase of 12% growth in volume.

In a market where packaged milk sales were already in decline. Nesvita was challenged with consumers lapsing and lack of relevance. The brand crafted a communication campaign around the insight that women always put their loved ones first and don’t think about themselves. The campaign communicated the message to “drink Nesvita if you love yourself.” by telling four stories of a woman whose conscience reminds her not to ignore her own needs. The campaign resulted in an increase in consideration and highly positive sentiments, reigniting women’s love for themselves.

HBL found it a natural fit within its brand essence of Enabling Dreams to opt to become the title sponsor for PSL. HBL has always stood for the dreams, of this nation of over 200million people, and there is no bigger dream than cricket that threads the entire nation together. PSL entered as not just any league, but it became the beacon that brought cricket back home for all Pakistanis.  Above all, it brought Pakistan back in the positive headlines of the world.

The test for effectiveness of our campaign can be measured by the extent we were able to persuade people to convert from cloth, which was cheap and in-home means to Always by showcasing the added irreplaceable benefit it provided while retaining the same level of comfort cloth provided.
average monthly sales increased 15% through convincing our TG to switch to Always Cotton Soft, as it is not only as soft as cotton but is also a great absorbent and enables girls to actively take part in extracurricular with confidence.

The disposable razor category is flooded with cheap local and Chinese two blade disposable razor brands.
Challenge: to showcase what consumers miss out on when they don’t use  Gillette Blue 3, a razor that gave smooth shaves without cuts.
Research showed that men attributed cuts to be “their own fault”, a HIT to their masculinity not just a physical irritant.
By showcasing how experienced men always end up getting smooth shaves without any cuts by using the right tools, the campaign was effective in driving brand preference and significant growth.

Changed a declining market share to a growing one 

Canbebe used Mother’s Day as an opportunity to highlight the role of mothers from a new angle through which we were able to encourage or people in the society to become a support system for every mother. We honored the efforts of young mothers and by reminding everyone that society needs to be more understanding about their roles and that their support is needed the most at the initial phase of motherhood.
 On social media forums, this campaign gained virality and opened the floor for discussions amongst young mothers.

Vatika Oils turned around the fate of the entire Hair oil category and put it back on the growth trajectory. It effectively changed the way the young consumers used to perceive hair oils. They earlier perceived that hair oil is “un-cool”.  It is sticky, messy, smelly and time consuming.
In one campaign, Vatika, effectively changed all that.
Linking our small category of hair oils to the much larger category of shampoo, resulted in a category  growth of 43%* in volume and brand growth of 59% in Volume*

The objective of the campaign was to raise awareness about Calcium deficiency and to grow the category by educating consumers and motivating them to act. As a market leader, it is imperative to be socially responsible. The campaign’s effectiveness lay in its success in educating and ensuring that a broad spectrum of Pakistani women understood the importance of having Calcium supplements daily; resulting in 2X increase in category volume & CaC growing twice as fast as the category.

Coke achieved the highest BLS score compared to any other beverage brand in the industry during this period. The iconic bottles became the bank to collect donations for Edhi foundation. There was a 30% increase in donations VS when the founder of the Foundation, Abdul Sattar Edhi, was alive.
5% increase in volume over all 

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.

Despite being in the market for more than a decade Tiger was still merely known for its VFM proposition. The brand was in dire need of re-positioning to identify a unique space in the category and increase relevance with core-consumers.
After identifying Malnutrition as the biggest challenge faced by Pakistani kids, new IMC was activated to highlight the fortified Tiger which provides 20% daily dose of Iron and Zinc.
This campaign successfully turned-around the brand and allowed Tiger to own the nutrition platform, a space Pakistani mothers felt strongly about.

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.

Last few years, restaurants have been raided and shutdown/fined for poor food quality and hygiene standards. Media has been highlighting these issues, creating a fear of eating out. We used this concern to our advantage, with a sustained campaign of Food Trust, refreshing it every year with new executions.
Although “Kitchens are off-limits” for customers in other restaurants, we invite customers to visit our kitchens (physically/virtually) to witness how we work and what we serve. Campaign continues to increase brand trust scores and guest count resulting in higher sales.

Shan led the recipe mixes category for several years, until its biggest competitor National Foods repositioned on ‘tradition’ and stole the lead. Writing its challenger success story, Shan started closing the gap to reclaim leadership through a mix of thematic campaigns. Pressed for victory, Shan continued to invest in its emotional relevance and functional strengths. Once market leadership was back in its court, Shan protected it year-on-year.

In an industry known for over the top advertising, broken promises, a plethora of packages, tax calculations and multiple subscription methods, Ufone Super Card’s product and advertising not only changed Ufone’s fortunes, but also the industry narrative, by simplifying the product and introducing a non price based, emotional, authentic communication platform.  

The Cricket World Cup is the biggest sporting event for Pakistanis. As the most loved sport in the country, It is one of the most important passion points and yet had been elusive for Coca-Cola for the past 23 years, with our biggest rival being official partners with everything cricket. This World Cup thus, presented a huge opportunity for Coca-Cola as it became the official partner of the event

Bringing together Cricket, food and music for the World Cup, was a natural conclusion, especially after the success of the PSL campaign earlier in the year.
To fight for eyeballs, amongst the big-budget sponsors meant a very aggressive and surgical media rollout, which was helped by the presence of  Shoaib Akhtar and Ali Gul Pir who put across the message “Dekhtay Jao, Khatay jao”… let nothing distract from the viewers match viewing pleasure.
Foodpanda became the go-to app within one month of launch
New customers: +81% Orders:  +60% Revenue: +44%

In a highly competitive environment creating differentiation becomes imperative. Knorr leveraged Cricket, one sport that has the power to unite the entire nation, to create new-news and excitement for TG. To live and breathe this patriotic spirit, Knorr turned green and launched its first ever limited edition green noodles in Pakistan to become the most favorite snack of its TG during the WC 2019 and became voice of people celebrating their team no matter the outcome.

Cricket is the apex passion point of the Pakistani nation with PSL (Pakistan Super League) being one of the biggest domestic events of the year. From a media perspective, PSL is the highest viewed event on TV and this high viewership makes it imperative for brands to advertise during the tournament. SPRITE PSL campaign aimed to associate the brand with this passion point and establish a stronger resonance with our target audience using real time optimization, localization and contextualization across media touch points.

To talk to the Cornetto TG, disruptive online presence was essential for the brand, as that’s where they live. To cater to that, Cornetto Cupidity Summer Love was positioned to create immersive relatability with the Gen-Z in form of conversational narrative packaged as a bingeworthy-series.  In the absence of CP data for IC category, digital results describe why the campaign has been integral in driving ‘brand power’ (+100 bps) leading to a phenomenal 20.7% YTD brand growth in 2019.