Cannes Contenders: Ogilvy, Sydney
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Ogilvy Sydney, Text 100
Melanoma kills 1 Australian every 6 hours. It is our deadliest skin cancer but, ironically, the easiest to treat – survival rates can top 98%. The key is spotting melanoma early. So we invented the Watson Smart Mirror – a simple, engaging collection method. By standing in front of the mirror, Watson was able to do a simple analysis on their age and gender and sunscreen coverage. Where their risk profile warranted, they were then referred to a melanoma skin specialist in the booth next door – where hi-resolution photograph were taken of their moles. And, in some cases, further treatment was recommended. We also drove Australians to share their melanoma story on social media. Every tweet, post and photo built our understanding of the disease and, ultimately, helped us outthink melanoma.
Ogilvy, Sydney
How do you increase sales of KFC’s $1 Chips without cutting price or increasing product size? We turned to Behavioural Science and Social Data for the answers. Using 18 Behavioural Science principals we came up with 90 different ways to say $1 chips. The top 5 were tested against a control ad on Facebook using a measure of unique clicks over reach. The winner was the principle called anchoring whereby initial exposure to a number serves as a reference point and influences subsequent judgment about value. Our ‘anchor’ was the disclaimer; maximum 4 packets per transaction. So, the disclaimer became the claim: Our chips for $1 -only 4 (packs) per person.
Ogilvy Sydney, One Green Bean
When Sydney’s most iconic billboard was replaced after 40 years its fate hung in the balance. Where others saw landfill, Coca-Cola saw an opportunity. To ensure the much-loved landmark was able to live-on in the community, Coca-Cola ran a high-profile charity auction through eBay, selling off each letter of the sign individually – donating 100% to a fellow ‘Kings Cross Icon’. The Wayside Chapel who have provided unconditional love for people in need since 1964.
Ogilvy, Sydney
Two mates devouring their KFC Original Recipe Stacker burgers in their living room notice a cat from across the road get closer and closer, before eventually landing on one of the mates’ laps looking longingly up at the burger. No one, man, woman or cat can escape the undeniable desire this burger elicits.
Ogilvy, Sydney
When Grandma sees a great offer from KFC in a magazine she decides to throw a spontaneous pool party and boogie on like she used to in the old days – much to the surprise of her son and daughter in law.
Ogilvy, Sydney
After students mess his freshly cleaned floor, the janitor takes revenge by sliding down the corridor in his socks, taunting the students stuck in the exam room with KFC’s $2.50 Chips & Gravy.
Ogilvy, Sydney
Soccer Dad is taking a car-load of noisy, excitable girls to the game when he sees an ad for KFC chicken. He takes time out to enjoy his chicken in peace and quiet much to the annoyance of the kids who want in. Literally.
Ogilvy, Sydney
Best Boss treats his hardworking staff to lunch after seeing an ad for KFC’s $5 lunches.
Ogilvy Sydney/Geometry
Aqium anti-bacterial hand sanitiser launched an upgrade of its product in the middle of Sydney’s hottest ever summer. This launch was outside of the ‘cold and flu’ season when traditionally this category advertises. So how do we use this time of the year to our advantage? By using the insight that the record Summer temperature is a perfect storm of heat and humidity, which may help germs multiply and spread with every contact. Targeting the over 1 million commuters travelling the Sydney train system every weekday, surfaces of the busy train station were covered with invisible UV ink. During morning peak hour, commuters unwittingly picked up the UV ink with their hands. When they walked through the ‘UV light’ activation area, what they saw was not a healthy glow, but a shocking demonstration that showed just how easily germs are spread.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.