BMW

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Spread

The Ask

Increase the brand awareness of BMW among the Chinese Canadians and differentiate its message from the holiday's advertising clutter.

The Audience

Chinese Canadians, 35-43 years old

The Insight

With 2017 being the Year of the Rooster, we focused on this animal’s ability to “spread its wings”—being the only bird in the Chinese zodiac—and visually related it to BMW’s next-generation vehicle!

The AV Answer

For the headline, we used a very apt Chinese greeting translated as “Big Spread, Great Picture.” In their culture, the spreading of the wings signals a bird’s intention to fly or soar to new heights’ associating it with the concept of “progress.” For the Chinese, looking towards the future is like looking at the big, or “great” picture where one sees the achievement of a goal. Thus, our headline means “Have a great year ahead, full of progress.”

We did the headline in Chinese calligraphy for two reasons. First, it’s more artistic and premium, similar to the BMW brand. Second, it allowed us to modify the third character “great.” With the character for “bird” as part of this pictograph, we artistically added a pair of wings and a rooster’s crest as a nod to the year’s zodiac animal.

What better way to visualize the idea of “progress” and “future” than featuring the BMW Vision Next 100 concept vehicle! Set against a red background—one of the colours of the Chinese New Year—with its doors spread open, the concept car punctuated and reinforced our headline. Peach blossoms were added in the corners to symbolize prosperity and add a New Year imagery in the piece.

The body copy in the lower right means “BMW wishes you great success in the Year of the Rooster” and complements our headline well.

With a futuristic vehicle and its open doors set in a blooming background, BMW showed their support for the Chinese community to spread their wings to success in the New Year. 

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Marketing Magazine Award 2017
Bronze
Multicultural Print, Single

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ANA Multicultural Excellence Awards 2017
Category Winner
Print

 
 

World Vision

Rise Up! Daughters of India

The Ask

World Vision Canada conceived “Rise Up! Daughters of India” to help build proper school toilets through donations from the Indian Canadian community.

The Audience

Indian Canadians, 30-65 years old

The Insight

From poverty to the remoteness of their homes, rural Indian schoolgirls face a lot of barriers to their education. One of these barriers that force them to leave school permanently is the lack of washrooms on the premises. Without proper toilets, schoolgirls are forced to ‘go’ outside and risk their safety, health, and dignity.

Having adapted to the Canadian way of life, it is but natural for Indian immigrants to get detached from their society’s problems back home. To truly move them to action, we made them relive the dire situation the schoolgirls are saddled with and grasp how prevalent it is.

The AV Answer

We designed our campaign to be polarizing and graphic to get through the sensitivities of a distracted immigrant enjoying the comforts of a progressive society. Disconcerting facts were used to highlight the magnitude and scale of the problem. With the schoolgirl at the centre of the campaign, we instilled that this was not only about sanitation but was ultimately about education. An online video visualized the sense of urgency and desperation to the situation of the schoolgirls in India.

The Impact

Our campaign ignited a conversation and mobilized the Indian Canadian community into action.
• The microsite overachieved its unique visitors goal by 191%;
• The number of donors targeted was exceeded by 350%;
• The money raised was 128% over plan.

Best of all, even though the campaign has officially ended, it has continued to gain support — including those from outside the community. Prominent influencers and celebrities have adopted it as their personal crusades and have continued to exert their influence for more support.

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Summit Creative Award 2017
Bronze
Public Service Campaign

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Strategy Awards 2017
Nominee
Niche Strategy

 

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McCormick

Online Cook-Off

The Ask

McCormick Canada wanted to increase the share of its recipe mixes in the Filipino market. Launched just last year, the mixes face stiff competition from well-established Filipino brands that have been widely distributed in the Canadian market much longer.

The Audience

Filipino Canadians

The Insight

Growing up in a melting pot of cultures and cuisines, 1.5 and 2nd generation Filipino Canadians have developed adventurous palates over the years. They’re the ones who can come up with Filipino fusion food — mix it up and cook it off!

The AV Answer

We identified and appealed to a new target segment by concocting an online cooking contest with a twist – create fusion recipes using the mixes! The popularity of Facebook among this market segment made it an important ingredient of the contest’s online platform. We created a Facebook page with relevant and engaging content that led to an interest in McCormick either as a contest participant or simply as a curious “onlooker” trying out the recipes in the contest.

The Impact

The campaign surpassed online contest benchmarks of the same 3-month duration by 697% in votes and 438% in views! Best of all, it generated 37% unit sales growth versus the previous year.

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Summit Marketing Effectiveness Award 2015
Platinum
Social Media Marketing

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NAMIC Excellence in Multicultural Marketing Awards (EMMA) 2015
1st Place, Marketing Tactics: Case Studies/Campaigns
1st Place, Marketing Tactics: Experiential Marketing

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Marketing Magazine Award 2016
Bronze
Multicultural Marketing, Experiential/Special Events/Stunts

 

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Elizabeth Arden

The Beauty Channel

The Ask

Elizabeth Arden wanted to launch it’s Skin Illuminating Line and increase the brand awareness among a new audience.

The Audience

3 segments of Chinese Canadian women: the Achiever, the Fashionista, and the Settler, 24-60 years old.

The Insight

Our research showed that Chinese women are very particular with cosmetic brands they try and use. European brands are preferred for their perceived premium quality and fashion influence. Korean and Japanese cosmetics are appealing due to these brands’ expertise on Asian skin.

The AV Answer

If you can’t beat them, let them join you! Let’s open a new platform for beauty and skincare advocacy that will serve as a backdoor for American brand Elizabeth Arden to shine through.

Attracting new and biased players into Elizabeth Arden’s corner though required an unconventional approach. Why not create a new playground for everyone, where Elizabeth Arden played too?

We created “The Beauty Channel,” an unbranded microsite that became the new sandbox for beauty, skincare, and lifestyle content for Chinese Canadian women. It featured European, Asian, and American brands. Since the Chinese are convinced with facts, the channel provided them with the necessary information. For added credibility, The content of The Beauty Channel was written and curated by 2 Chinese beauty editors from 2 trusted publications.

The channel also put a spotlight on Elizabeth Arden’s proven effectiveness with the 6-Week Challenge! We invited 3 Chinese women—each from a different identified segment: the fashion-conscious, the career professional, and the well-to-do homemaker—to use the Skin Illuminating Skincare Line every day for 6 weeks, and share their journey, feedback, and results online!

This sandbox also created opportunities for product trials by raffling off Elizabeth Arden gift basket prizes.

The Impact

The results were truly illuminating for Elizabeth Arden!
• Online video views of the 6-week challenge exceeded its target by 104%;
• Sales saw a glowing increase of 108% without any other marketing activity during and post-campaign period.

The Beauty Channel has captured a new audience for Elizabeth Arden and continues to gain viewership even after the campaign.

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NAMIC Excellence in Multicultural Marketing Awards (EMMA) 2017
1st Place, Marketing Tactics: Digital
1st Place, Marketing Tactics: Experiential Marketing

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Marketing Magazine Award 2017
Bronze
Multicultural Marketing, Online

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Summit Creative Award 2017
Bronze, Product/Services Marketing
Bronze, Engagement Experiential

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Summit Marketing Effectiveness Award 2017
Platinum, Online Advertising and Marketing
Elizabeth Arden, “The Beauty Channel”

 

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World Vision

Pinoy para sa Pinoy

The Ask

World Vision Canada wanted to support two livelihood projects of World Vision Philippines through donations.

The Audience

Filipino Canadians, 21 – 60 years old

The Insight

Though naturally generous, this audience has a reluctance to donate due to their lower than average household income in Canada and regular financial support for their families in the Philippines.

The AV Answer

For the campaign to resonate with the Filipinos, we had to think… small. Unlike in Canada where grocery items in sample sizes are purchased for portability, in the Philippines, they are produced in “bite sizes” because that’s what most people can afford. Groceries are sold in sample packs because their regular sizes are deemed too expensive. Since buying “bite-size” is very Filipino, we made the donation scheme bite-sized for them too.

For the “Pinoy para sa Pinoy” (Filipino for a fellow Filipino) project, the usual World Vision donation scheme of giving $39 a month until the sponsored child turns 18 years old, was bite-sized down to $10 for only 3 months. To a Filipino, this means being able to help out for less money and short-term commitment.

Ad messages revolved around the sentiment of a child in need, and how much $10 is already a big help. Copy were done in English and Tagalog as Filipinos are comfortable in both languages.

The Impact

The campaign surpassed expectations by acquiring 238% of target donors and getting 150% of target website visits.

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NAMIC Excellence in Multicultural Marketing Awards (EMMA) 2016
2nd Place, Marketing Tactics, Digital
3rd Place, Case Studies/Campaigns

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Summit Marketing Effectivemess Award 2016
Silver
Public Service/Advocacy

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Marketing Magazine Award 2016
Bronze
Multicultural Marketing

 

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Western Union

The Monkey King

The Ask

For the 2016 Chinese New Year, Western Union wanted to do a special grassroots celebration that created goodwill and promoted its services among Chinese Canadians.

The Audience

Chinese Canadians, 25 – 60 years old

The Insight

The Monkey King is a famous and powerful Chinese mythological character who can easily be everywhere at incredible speed. With him around, the world becomes a safe place.

The AV Answer

Just like the Monkey King, Western Union is known for its speed, security, and ubiquity. This gave us an idea to do something fun and unique at the Chinese New Year event.

Our booth became the main attraction at the event as our fun and energetic Monkey King Brand Ambassador invited attendees to follow his acrobatic poses which represented the key features of Western Union—Fast… Safe… Everywhere. To reinforce education, each column of our booth depicted the monkey poses relevant to the brand.

People who shared their photos on the spot via WeChat received souvenirs and red envelopes. The shared photos and conversations on WeChat—the #1 social media platform among the Chinese—extended the brand conversation to a much bigger audience.

The Impact

With an unabated queue of people that caught the eye of the mainstream media CBC, our activation generated:
• 1 photo taken with the Western Union Monkey King every 30 seconds;
• 898 photos taken and shared on WeChat;
• 2,700 visitors to the booth in 8 hours.

Indeed, the powers of the money king were truly evident in the Western Union booth that day!

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NAMIC Excellence in Multicultural Marketing Awards (EMMA) 2016
1st Place
Marketing Tactics: Experiential Marketing

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Marketing Magazine Award 2016
Silver
Multicultural - Experiential

 

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Cuso International

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Amaze Yourself

The Ask

Cuso International wanted to launch a volunteer recruitment campaign to fill positions in Latin America.

The Audience

2nd Generation Latin American Canadians, millennials

The Insight

Research has shown that this target audience considers image and status as important, seeks fulfilling and challenging work, and is inclined to travel for life experiences.

The AV Answer

Sell the experience! Let the positive impact of volunteering abroad be the campaign attraction. We developed a campaign slogan that was a call to action at the same time. ‘Amaze Yourself‘ does not only appeal to the wanderlust for travel but also to the self-revelation volunteers unlock during their stay.

We developed a series of materials in English and Spanish that featured volunteers in their work capacity and moment of self-amazement.

 
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Western Union

Wishing Wall

The Ask

Engage customers at an emotional level and illustrate the brand’s holiday message “Send money, the gift of possibility.”

The Audience

Multi-ethnic (Chinese, Caribbean, Filipino, Hispanic, South Asian)

The Insight

A very high percentage of immigrant money senders are on Facebook—the easiest, fastest, and cheapest way for them to stay connected with families and friends who are far away.

The AV Answer

We built an online wishing wall via a Facebook app representing the limitless possibilities for people who receive the gift of money. A small participation incentive was given: 30 lucky wishers won $500 each to help realize a “gift of possibility” for a loved one.

The Impact

The results exceeded expectations by a whopping 568%. The original goal was 5000 wishes, but by campaign’s end, there were 33,400! Total reach was 807,162 (with a viral reach of 2,961,436 – an impressive jump over our 250,000 goal). But the most surprising of all was the quality of engagement. Wishes were touching (“I wish my mother could go on a holiday!”) and became heartwarming conversations between friends.

The wall—accessed via the smartphone and tablet-friendly app—was filled with comments from users across the country. People weren’t just interacting with Western Union, they were interacting with each other. Users loved the idea: 48% were returning visitors, with an average engagement time of 17.25 minutes. And the ROI was outstanding: marketing spend vs. revenue was less than 2%. Now that’s a marketer’s wish come true!

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2014
Facebook Studio Awards
Nominee

 

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Western Union

The New Faces of WU

The Ask

Western Union wanted to introduce their new brand platform “THIS IS WU” in Canada and “WU” as their new global moniker. In doing so, they wanted customer involvement and not just a passive announcement.

The Audience

Multi-ethnic, money transfer users, 21-60 years old

The Insight

Selfies, the reigning visual status update of today, is popular among Western Union customers who keep in touch with loved ones who are far away from them. The ubiquity of the smartphone has made taking and sending selfies easier via SMS and social media. With the selfie’s popularity and ease of use, we used it as the “audition” piece for Western Union’s future brand ambassadors.

The AV Answer

Let’s get re-acquainted! Allow “WU” to introduce itself, and invite their customers to do the same... through their selfies! Execute this via a nationwide “Casting Call”—through selfie submissions—to generate a new, multi-ethnic talent pool for Western Union Canada’s upcoming campaigns on the new “THIS IS WU” platform.

We launched an online contest where participants uploaded their selfies to a microsite for a chance to win $500 and appear in Western Union’s upcoming ad campaigns. For added engagement and shareability, selfies were voted on, with the top 25 receiving the cash prize. To further attract participation, we collaborated with our digital media to schedule, feed, and loop selected selfies to huge, outdoor digital screens in Toronto and Vancouver.

Participants were informed of their scheduled appearance so they could go personally and see their larger than life selfies as Western Union ads! These ads were personalized for each participant, featuring their name and the country they send money to.

5 grand prize winners, chosen by popular vote and a Western Union jury, became the new faces of the WU platform and succeeding Western Union ad campaigns.

The Impact

The campaign received:
• 2,041 participants;
• 125,355 votes;
• 6,770,196 media impressions.

Plus, a post-advertising survey revealed:
• 64% of WU customers are likely to use Western Union for their next money transfer overseas while 49% of non-WU users were persuaded to likely use Western Union as well;
• 79% of WU customers liked the campaign and 43% of non-customers did too;
• The campaign propelled Western Union’s brand awareness from 88% to 95%.

Western Union Canada successfully ushered in the new face of WU with the help of their loyal customers... and their selfies! And of course, Western Union’s campaigns are now featuring their selfie stars!

 

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Cineplex

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Diyas, Camera, Action

The Ask

Encourage the South Asian community to include Cineplex in their Diwali celebrations.

The Audience

South Asian Canadians

The Insight

Movies are a huge part of South Asian culture. So much so that there is a specific expression that refers to the act of using movie dialogues in everyday conversations, called ‘bilkul filmi’ which means “to be absolutely influenced by movies.”

The AV Answer

An interactive radio contest that created the opportunity for South Asian movie lovers to go bilkul filmi, by impersonating their favorite actor/actress and share a line from a film, for the chance to win free daily movie passes and free movies for a year.  The Hinglish line “Diyas, Camera, Action” leverages the iconic Hollywood term “Lights, Camera, Action” for an instant connection to cinema—and gives it a Bollywood spin by switching out the word “Lights” with “Diyas,” its Hindi equivalent.

The Impact

In less than 3 weeks, over 5,000 movie fans, including a handful of Shah Rukh Khan sound-alikes participated, making this contest a bona fide blockbuster!

 
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Western Union

5 for 50

The Ask

Western Union wanted a unique approach to announce their holiday pricing promotion—“$5 to send $50.”

The Audience

Multi-ethnic (Chinese, Caribbean, Filipino, Hispanic, South Asian)

The Insight

People have always loved to send holiday cards with cash gifts. But in an era of electronic transfers, that doesn’t happen as much anymore, so there’s a sense of nostalgia around the practice. Pairing ecards with money gifts was a perfect fit.

The AV Answer

Our 5 for 50 campaign paired the “money in a card” tradition with technology that featured Facebook integration. Virtual card shops were set up in streetcars, buses, transit stations and malls with high ethnic foot traffic. Users could choose a multicultural ecard, scan a QR code, and use a microsite to send it electronically—all for free. A message would then invite them to send $50 for $5 to the recipient, with a number of convenient options. Media was placed in non-traditional spaces (like streetcar ceilings) and carollers sang near kiosks to spread the cheer—and spread the word about the holiday promo.

The Impact

The campaign doubled the previous year’s sales—with a spend of less than 2% of revenue. The microsite got 132, 514 page visits (81% new users), and the QR code had 4,471 scans for an average of 150 a day. Plus, the creative got a Bronze CASSIES award in the “Events, Seasonal and Short-term” category. Now those are some results to cheer about!

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2013
Bronze
Events, Seasonal & Short term

 

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Disney on Ice

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Magical Family Time

The Ask

Feld Entertainment wanted to realize incremental tickets sales by reaching out to multicultural communities, and encouraging them to consider Disney on Ice as an as an entertainment option for the family.

The Audience

Multi-ethnic, South Asians, Chinese, Filipinos, Latin Americans

The Insight

Immigrant parents sacrifice great careers in exchange for securing their children’s future. They are invested in helping their children adapt to their new home.

The ethnic market was open to watching Disney on Ice, but a big hurdle in seeing the show is the unfamiliarity of an online purchase at Ticketmaster and the additional fees that came with it.

The AV Answer

We convinced the client to tweak their ticket distribution model and converted some ethnic businesses into ticket outlets. Tickets were then sold without the usual mark up of Ticketmaster, making the price more affordable.

In terms of targeting, we prioritized ethnic communities which are likely to appreciate the show. We catered to the Indians and Russians because of their love for shows with grand productions and ice shows, respectively. We also reached out to the Hong Kong Chinese, Filipinos and Latin Americans because of their affinity with Disney on Ice from back home.

The Impact

The campaigns introduced Disney on Ice shows to the major ethnic communities in Canada. Ticket sales attributed to multicultural communities grew bigger year over year. At present, multicultural communities account for more than 10% of the shows ticket sales.

Due to the encouraging results, the campaigns were eventually rolled out to 2 cities, twice yearly in Toronto once a year in Vancouver.

Encouraged by the success of the Disney on Ice campaigns, Feld Entertainment awarded the agency with more shows to promote to multicultural communities, such as Marvel Universe Live.

 

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