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Certificate of Excellence
Campaign Title

AmbiPur - Refresh Your Love
Client

Procter & Gamble
Agency

Madison Public Relations

Room freshener market in India is cluttered with homogenous products. With no new products being launched, a high brand recall was needed to keep Ambi Pur in the news. Procter & Gamble also wanted to make a transition and transform Ambi Pur  from a product used on special occasions to a daily- use product. The brand wanted to increase its market share by creating excitement among couples and positioning Ambi Pur as a product that brings freshness not only in a room but also to one’s relationship. They were also looking at encouraging consumers to use Ambi Pur on a regular basis rather than only on special occasions.

The Ambi Pur - Refresh Your Love campaign was based on consumer insight that a fragrant ambience leads to refreshed relationships. The agency leveraged Bollywood celebrity couple Riteish and Genelia Deshmukh and Psychologist and Relationship facilitator, Dr. Samir Rawat and convinced men and women that by using Ambi Pur’s room freshener, they could add a new lease of freshness to their relationships.

The movement helped achieve the highest share for Ambi Pur Aerosol and doubled the growth.

Certificate of Excellence
Campaign Title

VMware APJ New Way of Life 2013 EUC Campaign
Client

VMware
Agency

Edelman Singapore

VMware, a global leader in virtualisation and cloud computing infrastructure, has built a business around the next era of IT.  It strives to generate insights that helps the industry get a grip on the demands of end-users on corporate IT. Since 2011, VMware has been conducting an annual study in Asia Pacific and Japan (APJ) to understand end-users at work. In 2012, the study raised awareness for the emerging trend of BYOD (bring-your-own-device) at work.  However, several competitors and IT companies, including Citrix, Cisco, Ovum and Fortinet, also jumped on the BYOD bandwagon, conducting similar studies. The challenge for VMware was to own a new and interesting point of view in APJ around end-users/employees at work.

VMware developed a consumer study, titled the ‘VMware New Way of Life 2013’, which explored the trend of work-styles and life-style changes in the BYOD era, especially as it pertains to happiness and productivity.

By effectively addressing the wider industry issue at hand, and constantly evolving the campaign to focus on emerging trends instead of the same-old story that everyone else was telling, VMware showed how the demands at work are changing and how its solutions are able to address them and help customers meet the demands of the multi-device mobile workforce.