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Corporate Branding Campaign of the Year


Gold
Campaign Title

Marukome: Rocking out with miso soup!
Client

Marukome Co., Ltd.
Agency

Dentsu Inc. & Dentsu Public Relations Inc.

Miso soup consumption in Japan has halved over the past four decades. The country has adopted Western dietary habits and, especially worrying for segment leader Marukome Co, young consumers have led the sales retreat. Many of Japan’s youth regarded miso as “old and stale”. Making matters worse, an “uncool” brand image also hampered Marukome’s efforts to recruit the best and brightest from Japanese universities.

With Dentsu PR’s support, the company mounted a bold rebranding campaign to target a youthful demographic. The tactic was not without risk since it could alienate senior customers who had been supporting consumption. Driving the new campaign would be the pulse of youth culture: rock and roll. By associating Marukome with rock music, the firm hoped millennials would embrace the product and boost sales.

The agency created a music-based campaign and gave the company’s well-known mascot – a smiling, chubby-cheeked apprentice monk - a drastic makeover. Just as drastic, Marukome introduced a new production step and created a new miso taste by stimulating yeast with rock – just as home owners sometimes play music to plants to encourage growth. In tandem, Marukome became more visible at youth venues and hosted stands at rock festivals. The campaign launched in September 2014 and immediately captured public attention. The miso soup variety ‘bathed’ in rock sold out on Japan’s premier e-commerce site Rakuten and nationwide sales achieved more than six times the original goal. Even traffic on the brand’s recruitment page increased, by 191 per cent YoY.
 

 

Silver
Campaign Title

Crowdsourcing Brand Loyalty: Huawei Fan Celebration
Client

Huawei
Agency

Genedigi MSLGROUP

Chinese people have become some of the most evolved consumers on the planet. They not only want value-for-money, but they are also increasingly concerned about the company behind the products. The evolution means word of mouth (WOM) in China has become increasingly important. Chinese consumers frequently voice opinions on social media and check opinions before making purchase decisions. According to industry research, about half of all consumers consider online reviews when choosing a mobile phone in particular. Phone maker Huawei wanted to better engage with these informed consumers and build deeper relationships between them and the brand. A year-end fan-club recognition party presented just such an opportunity.

To ensure maximum impact, and emphasize the extent to which Huawei listens to fans, Genedigi MSLGROUP opted to crowdsource nearly every aspect of the celebration. This allowed fans to see that the brand and its leaders truly listen. A total of 1,000 super fans from all over China and 50 Huawei employees, including top executives, attended the party. Guests discovered limited edition or hard-to-get products would be awarded throughout the night. KOLs repeatedly tweeted about the event and Huawei's approach to loyal customers. With more than 90 media in attendance, there was an enormous amount of coverage online and in traditional media. Results included 659 online articles with a total of 261,129,215 views and 1,093,005 engagements; in addition to the 1,000 people at the live event, nearly 1.1 million participated in online activities and 2,230,000 joined the Huawei Fan Club.
 

Silver
Campaign Title

Yahoo Hong Kong 15th Anniversary Campaign
Client

Yahoo Hong Kong
Agency

Metta Communications

Web portals have become a highly competitive field in Hong Kong as the market supports both global and Chinese-language portals. All aggressively chase the same youth and young adult market. Plus, as it celebrated its 15th anniversary, Yahoo Hong Kong also had to contend with an aging user base. The company sought to infuse fresh and captivating ideas to attract new users and keep already loyal users engaged. The internal mission became a task of re-imagining users’ daily habits, with mobile and digital creativity at the centre of everything. The campaign goal was to recast Yahoo Hong Kong's brand as young, fun and creative, while communicating Yahoo’s commitment to and investment in local creativity.

The "For Here, We Dare" campaign recognized that Hong Kong is a place where people are fond of creativity and work hard to make dreams come true. Yahoo’s strategy then was to support that organic spirit through the power of the internet.
After mapping out a six-month publicity campaign, Yahoo optimized media exposure for the 15th Anniversary “For Here, We Dare” program. A series of online-to-offline events across multiple Yahoo portals created fresh angles for lifestyle, IT, business and entertainment beats.

Over 25 million media impressions for print media alone were generated in total, with high inclusion of Yahoo Hong Kong, Yahoo Deals, Flickr, and the campaign theme "For Here, We Dare". Over 150 journalists and KOLs from all beats attended media events.
 

Bronze
Campaign Title

Digital Roadies Taking Centre Stage!
Client

Hostworks Pty Ltd
Agency

Weber Shandwick Australia

With a 15-year history as a web-hosting company, Hostworks was already well respected in its industry. But the business was embracing the rise of content publishing, video on-demand and live streaming, becoming much more than a hosting company; its brand and reputation needed to catch up.

Weber Shandwick sought a complete internal and external repositioning to inspire internal audiences and provide them with an easily articulated view of the brand’s direction. At the same time the agency aimed to improve the corporate profile with key audiences in key marketing, IT and business media. After a redesign of all internal and external branded material (PowerPoint documents, proposals, and even email signatures), the agency trained executive and technical spokespeople to confidently articulate the new narrative. It also audited the social-media footprint of senior executives and developed social strategies for each, based on areas of expertise. Next the agency developed a content hub for all videos, case studies, blog posts, infographics and news. Sponsorship of events such as the Soccer World Cup, also presented opportunity for the company to speak directly with key influencers and the agency organised ‘backstage’ tours for target media representatives.

The brand repositioning campaign was a success with 33 per cent (target 20%) of earned media referencing Hostworks as a ‘digital-media solutions company’ and/or using the ‘digital roadies’ moniker. Feedback from internal audiences verified the ‘digital roadies’ brand proposition is clear and a perfect fit for the business. The campaign has also brought in new a business lead for the company.