Nissan was launching a new update to one of its most popular models in Thailand and Australia, the Nissan Navara – making up 88% of Navara sales worldwide. Despite this, our research showed that the Nissan Navara was mostly seen as a functional purchase despite being packed with intelligent technology that serves the lifestyle needs of the driver far beyond just the worksite.
By positioning of Navara as the James Bond of pick-ups, we would reframe this rustic ride as the smart and tough set of wheels that could not only get things done but in a smarter way.
Working to place digital-first storytelling at the heart of our unveil, we created a holistic campaign both on and offline, inviting everyone who wanted more from their car to join our virtual mission that would demonstrate just how Navara can make life smarter in an engaging way.
As COVID-19’s effects reverberate across Myanmar’s economic sectors in 2020, authorities sought to ease the suffering of many whose livelihoods were lost or at risk in the still-developing nation. Unfortunately, the country’s seafarers were overlooked.
Despite their crucial work, which helps fuel commerce and economic activity, they were not designated as essential workers, as had been done for their colleagues from other nations and other sectors such as doctors and healthcare workers.
This meant that they remained marooned at sea and on land by the tens of thousands, unable to move freely or be reassigned to earn a living for themselves and their families.
Throughout the campaign, the chorus of voices supporting the seamen, many of whom tearfully pleading to see their fathers or brothers they have not seen for months, rose in unison through a digital, content-led public affairs engagement that sought to make things right.
Motorsports has always been firmly anchored in the Porsche DNA, driven by innovation and performance, both on the road and the track Porsche was originally scheduled to be part of the competitive line up in the 2020 Jakarta E Prix last year. However, due to COVID 19 and safety regulations, the event was eventually cancelled.
Additionally, the younger Driven Youth (25 35 YO) is a core target for Porsche strategic vision. They need to continue to drive their brand affinity with Porsche as they will be the next group of potential buyers. Porsche forged a partnership with Forza Motorsport 7 to host their first-ever regional Esports tournament for the Asia Pacific through FB and Twitch live streams, expanding reach to a new younger target group beyond older automotive petrolheads This was done through PR and social avenues. The entire tournament spanned 4 weeks, with 3 qualifying rounds and 1 Grand Finals.
Due to COVID-19, the consumption of “Wagyu beef (Japan’s high-grade beef)”, which had long been supported by eating out, decreased. This had taken a heavy toll on the beef producers. Since it was unclear when the demand for eating out would recover, we focused on expanding the consumption of Wagyu beef by “eating-in”. On August 29th, Japan’s Grill Beef Day, we published WAGYU NEWSPAPER; a newspaper ad that turns into a tablecloth intended to put under the griddle. (In Japan, there is a custom of putting newspapers under the electric griddle when grilling beef at home to avoid grease splattering on the table.) The ad illustrates people who worked hard during the summer of COVID-19. Using the newspaper, we asked users to remember the enjoyment of having grill beef dinner parties without holding one in person, and reward themselves with delicious grilled Wagyu for living through this rough summer.
Shakuntala Devi was our second direct-to-service Bollywood movie launch. The PR team’s objective was to deliver a high buzz campaign that would lead consumers across India and outside to catch the film’s global premiere. The team delivered by building very differentiated campaign beats to build a cohesive story – leveraging the late mathematician’s daughter to lend a voice of authenticity, finding unique media pegs, providing a posthumous Guinness Book of Records certificate to the daughter in London, a music launch with 7k school students, building maths into core ideas of the campaign, positioning Shakuntala Devi as a lady ahead of her times, and tying it back to current day women entrepreneurs via Amazon flagship program for women – Saheli. Leveraging the popularity of all cast members to build the characters. This was a cross-country/continent campaign – with talent-based across the country, and the director and daughter in London.
Looking back, none of us had remotely fathomed the enduring chaos that 2020 could be. As the pandemic unfurled world over, it claimed lives, devastated economies and altered our way of living forever. With the looming uncertainty catching us all off guard, it was technology that kept us connected and jobs afloat fastening us to some semblance of stability. For media and entertainment industry, the indefinite halt on shoots was a big blow resulting in dearth of fresh content on television and subsequent drop in ratings and social engagement. Stuck at home, as more and more people found refuge in their phone screens, it became imperative for brands to stay relevant and break the clutter to keep them engaged on social media. MTV launched 14 Social First Lockdown Properties, of which 4 made it to TV. All were shot at home at Zero Cost, firing Engagement rates by 6x.
