Men don’t cry. That is what society teaches young boys. Young men construct their ideas of manhood around toughness and start believing that crying is for the weak. They learn that to be tough, never show weakness, never express fragility and above all never show tears. On International Men’s day 2019, Gillette India, under Shaving Stereotype, asked men to rethink their notions of masculinity. Inspired from the real-life story of Colonel Manoj Kumar Sinha, who as an army man was conditioned to never express his emotions even in the most vulnerable situations, Gillette India launched #ManEnough campaign. The campaign revolved around a video that showed the bond between him and his father and the need for men to cry and express their emotions. The campaign reached out to 38 million people and with over 2.8 million engagement across social media and a 32% increase in profit between October-December 2019.
To collaborate with LEGO®, a visionary partner to inspire our future generation and equip them with creative problem solving skills, tmtplaza is transformed into a “Big Box Factory” where customer will become a creative team member and being recruited to undergo thought-provoking challenges Labs – Power Station, Imagination Station and Creativity Station to win exclusive limited-edition gifts from LEGO® alongside a certificate of creativity. At the same time, we have tailor-made premiums and LEGO® Pop-Up Store was in place for fans to stock up on the latest LEGO® products.
By developing three LEGO® challenges, creating interactive AR games , and arranging sharing sessions from worldwide inspirational LEGO® builders, we hope to unleash the teenagers’ imagination by actualizing their talents and sharing great ideas in, so to to nurture them with creative thinking.
We were tasked with launching OPPO’s first 5G smartphone in Australia, The Reno 5G, in a way that would generate mass brand-awareness beyond the tech pages, educate consumers on the benefits of 5G and position OPPO as a premium, innovative brand.
There was a lot of hype surrounding 5G, but a lot of confusion among consumers around the the benefits of 5G.
To give Aussies a glimpse of what’s possible with 5G, we created the world’s first travelling, 5G-powered Smart Hotel, out of a 40ft shipping container, converted into a luxury one-bedroom suite. The suite was jam-packed with the latest 5G technologies and the entire hotel was powered by the OPPO Reno 5G.
The campaign was a huge success, driving mass media coverage across not only Australia, but internationally gaining headlines. It was such a clear hit that other OPPO markets including China and NZ are now replicating it.
In February this year, Microsoft made the decision to turn its 17-year-old Imagine Cup competition into a virtual format just two weeks before it took place as the COVID-19 situation escalated in Asia. The company wanted to safeguard the welfare of all participants, while not dashing the hopes of the student teams who were working hard over the past months on innovation projects meant to tackle global challenges in areas like society, health and the environment. It was a bold move as all flights and accommodation for participants and judges to Singapore where the regional event was to be held had to be cancelled, and contingency plans immediately made to host the event virtually. However, through the creative use of technology, the entire competition was hosted on Microsoft Teams, allowing students and judges to connect remotely from across the globe, showcasing the power of remote collaboration across borders.
In a cricket crazy country, how do you make people fall in love with basketball?
96% of Indian fans have never seen a live NBA match in their life. So, when it was decided to host the first-ever global game in India, the main objective was to make it about more than just a game of basketball. NBA, which has been in the country for nine years, wanted to make it a complete experience that the audience will never forget. With the rising hip-hop revolution, Indians are ready to adopt a new culture and new experiences. The integrated campaign ‘#NBAInMyBackyard’ convinced the Indian audience to embrace the NBA as a part of their popular culture. The campaign included digital, electronic, traditional, social media and on-ground activities reaching 0.8 billion people across the country resulting in a packed venue with over 60% sales of tickets from the organic communication outreach.