15 April 2015, Dubai

15 April 2015, Dubai

15 March 2018, Grand Hyatt, Singapore

CAMPAIGN OF THE YEAR CASE STUDY

For Awards enquiries please contact: fanny.nicot@festivalofmedia.com

Ariel Dads Share the Load – Men for laundry! by MediaCom India was awarded Campaign of the Year at the Festival of Media Asia Pacific Awards 2017. Here is how!

awards.festivalofmedia.com/asia

THE FESTIVAL OF MEDIA ASIA PACIFIC AWARDS 2018 IS STILL OPEN FOR ENTRIES!

KEY INFORMATION● CAMPAIGNS MUST HAVE BEEN IMPLEMENTED BETWEEN 1 OCTOBER 2016 AND 31 OCTOBER 2017 IN THE APAC REGION● TWO-STAGE SUBMISSION PROCESS 1) WRITTEN ENTRY ALONG WITH TWO IMAGES 2) IF SHORTLISTED, A 2-MIN CASE VIDEO AND A 30-45-SEC EDIT OF THE VIDEO WILL BE REQUESTED FOR FINAL JUDGING

TIMELINE

● 5 OCTOBER 2017: OPENING FOR ENTRIES

● 26 OCTOBER 2017: EARLY ENTRY DEADLINE

● 16 NOVEMBER 2017: FINAL ENTRY DEADLINE

● 1 FEBRUARY 2018: SHORTLIST ANNOUNCEMENT

● 28 FEBRUARY 2018: VIDEO SUBMISSION DEADLINE

● 15 MARCH 2018: WINNERS ANNOUNCEMENT

USEFUL LINKS● AWARDS WEBSITE ● ENTRY SITE

● CATEGORIES

● ENTRY TEMPLATE AND GUIDELINES

● FAQS

● ATTEND THE CEREMONY

Festival of Media Asia Pacific Awards 2017 Campaign of the Year Winner, MediaCom India.

ENTRY DEADLINE16 NOVEMBER 2017

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15 April 2015, Dubai

15 March 2018, Grand Hyatt, Singapore

INSIGHTS FROM THE WINNER

We spoke to Deepak Sonpar, Business Director at MediaCom India, to understand what it took to become a Grand Prix winner and how they made the most of it.

What was the internal selection process for the case study?At Mediacom, there are two ways to spot a potential winner. We have a global internal award judged by a global jury that helps gauge the potential of all entries. Also, we enter in key local awards; winning here is a signal that our piece of work stands out in the country. Once the entry is selected, a team of experts gets together to fine-tune and re-construct it for the regional awards.

How did you evaluate the potential of the campaign – was this only due to the impressive results?We look for campaigns that have delivered in a connected systems-led thinking, strategic intent and brilliantly connected execution. Ariel stood out for its communications model sparked from a very strong local insight, its impact on society, i.e. women of India, and the impressive results

How did you select which categories to enter?We craft entries which are sound in connections across overall thinking, strategic intent and connected execution. We start by writing a detailed generic entry containing all elements of the campaign and the results. We then adapt it to relevant categories we intend to enter. Elements are elaborated of removed basis the category. This also helps maximise the number of categories we can enter.

Did you look into tailoring the write-up after reading the category descriptions?Yes indeed. After the development of the generic entry all entries are adapted to respective categories. For example,● Content Category entry we focussed on how we created and leveraged content to drive our message, how different celebrities came ahead and joined the movement. ● Effectiveness – here the entry was crisp, most importantly talking about the impact it had on the society at large, our TG, and the brand

What new information or materials were needed to create or build on the case study?The campaign was a roaring success for Ariel. We not only achieved results for the brand, but also led change of behaviour. It showed in all our social listening reports, consumers were overwhelmed with the idea. We had all the material needed, completing it in limited words and a 2 min film was the challenge.

THEIR TOP 3 LEARNINGS● KEEP IS SIMPLE AND RELEVANT FOR THE REGIONAL AND LOCAL JURY.

● STORY TELLING IS VERY IMPORTANT, WE FOLLOWED THIS ORDER - INDIAN CONTEXT, INSIGHT, IDEA & EXECUTION, AND RESULTS.

● RESULTS HAVE TO GO BEYOND GAINS FOR THE BRAND. WHAT SEPARATES A GOOD CAMPAIGN FROM A GREAT ONE IS THE IMPACT IT HAS ON THE SOCIETY AT LARGE.

The feeling of winning regional awards and recognition from regional client-teams is euphoric.

MediaCom India

How did you put together the video reel?Here we got help from the Mediacom global marketing team who helped us put together the video reel. The central team is armed with years of experience across awards and they helped us put the concept in a context suited for a regional jury. The storytelling is very important, it was kept simple – Indian context, Insight, Idea+Execution, and Results.

What was your experience of producing, writing and getting your client’s sign off? Given at our success in awards in the past year, the client has been very supportive of Mediacom entering several awards. The feeling of winning regional awards and recognition from regional client-teams is euphoric.

15 April 2015, Dubai

15 April 2015, Dubai

15 March 2018, Grand Hyatt, Singapore

THE WRITTEN SUBMISSIONAriel Dads Share the Load – Men for laundry!

● THE THREATS AND CHALLENGES ARE HIGHLIGHTED.● RELEVANT CONCLUSIONS FROM THE CONSUMERS AND BRAND INSIGHTS BUILD UP THE BIG IDEA.

STRATEGYInstead of talking to women about a superior detergent, it would reframe category conversations to equality at home. Ever wondered why do 95% Indian households have only

women doing the laundry? Consumer Insight – Indian women need a ‘Dual

Certification’. Professional excellence is not enough. She’s considered a failure if she’s a NOT a master at home. Indian parents take a lot of effort to teach their daughters

household chores forgetting that their sons will need to share the load equally. Most Indian men, while growing up, never saw their dads

help out at home. As a result, they too end up passing inequality to their children. It was time for men, especially fathers, to ‘SHARE THE

LOAD’ as your child will follow your example not your advice. The idea – ‘Dads Share the Load’: It would use laundry

as an operating metaphor for all the other jobs that women also took on at home - and seek to create lasting change in centuries-old beliefs. The agency called on men to contribute to household work,

highlighting the fact that Ariel Matic made it so simple to remove stains and clean clothes that “even a man could do it”. Ariel made a laundry much easier for women and men no longer had an excuses for not doing laundry.

● THE APPROACH REFLECTS THE LINK BETWEEN THE STRATEGY AND THE BRAND’S PRODUCTS AND VALUES IS MENTIONED. To get credible advocates onside, it partnered up with washing machine manufacturers and lead influencers to build the conversation about how Dads need to share the load. Ariel Matic would be India’s first Odd/Even washing

powder. Odd days for Men to do the laundry and Even days for Women. This would ensure equality in household chores.

OBJECTIVESIn a category of 30+ brands and half -billion consumers, Ariel wanted to launch a new Matic variant and hit sales growth of 30%.The big challenges that lay ahead for Ariel were uninterested target market and the Goliath brand Surf Excel which had put all their might in advertising

● THE OBJECTIVE OF BOOTING SALES IS CLEARLY OUTLINED.

INSIGHTIn India, laundry is seen as women’s work. Even if she’s a director, a highly qualified professional or even a CEO, doing the washing is part of being a “good wife”. According to a Nielsen Survey, 70% of married men believe that household chores are a woman’s responsibility.

The challenge for Ariel was to convey the performance superiority in an engaging way to the modern Indian woman who blindly buys the brand her mother used. Indian women are receptive to categories which are closer

to their heart and body, like feminine hygiene or skin care, not Laundry. Ariel had to become part of their conversations, their regular gossip and lingo. It had to be contemporary, it had to be popular, and become so relevant that women proactively posted and trended Ariel.

Agency MediaCom identified a huge growth opportunity - WHY CAN’T MEN DO THE LAUNDRY?

● THE MISSION: TO LAUNCH ARIEL MATIC, A PREMIUM DETERGENT IN INDIA. ● THE OBSTACLE: TENS OF RIVALS AND AN UNINTERESTED CONSUMER TARGET. ● THE SECRET WEAPON: MEN.

While women were bored with new detergents and brand messages, men were a whole new audience. ‘With Ariel’s superior cleaning, laundry is child’s or should we say man’s play’ and the most profitable detergent variant ‘Ariel Matic’ was the face of the campaign. By growing brand affinity and brand preference with men and being a part of equality conversations, Ariel could overtake its rivals.

15 April 2015, Dubai

15 April 2015, Dubai

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TIPS TO ENTER● READ CAREFULLY THE CATEGORY DEFINITIONS AND JUDGING CRITERIA BEFORE SUBMITTING YOUR WORK INTO ANY CATEGORY.

● YOU CAN ENTER THE SAME CAMPAIGN ACROSS SEVERAL CATEGORIES BUT IT’S ADVANTAGEOUS TO TAILOR YOUR ENTRY TO EACH CATEGORY.

● DON’T IGNORE THE NEW CATEGORIES WHERE YOU CAN SET THE BAR.

● DON’T HESITATE TO GET IN TOUCH IF YOU NEED FURTHER ADVICE FROM OUR AWARDS TEAM.

The brand set about changing every aspect of the marketing mix– From the product packaging to communication and targeting. BUT, changing a long held cultural belief is not easy. MediaCom needed to create a MOVEMENT, highlighting the need for cultural change.

● THE CONTEXT IS SET BEFORE DEVELOPING THE STRATEGY ITSELF.● THE BIG IDEA IS DEVELOPED USING STORYTELLING.

EXECUTIONCarefully crafted content was designed to trigger a social movement. Using a heart wrenching Film about ‘Dads apology to his daughter’ it ignited conversations between the mums and dads in every household.

Sheryl Sandberg and Melinda Gates personally endorsed the campaign garnering international support for the cause. Content on news channels sparked debates, the agency

then used bloggers as content creators who created ripples in the digital world. The campaign soon caught the attention of all Indian

consumers and the content was soon being shared on Whatsapp by Indian Men and Women alike. It launched a custom ‘Odd/Even’ Laundry Pack with

which both Men and Women could do laundry on alternate days. To give this a cultural significance and make it a habit the agency partnered with India’s the most influential cultural calendar – Kalnirnaay, here it marked alternate days for Men and Women to do the laundry. Leading TV and Film celebrities were roped in with their

parents. Even Shah Rukh Khan (Leading Bollywood Star) joined the campaign. The agency created content from their personal stories about how they share the load at home. Content on National TV showed dads, husbands doing

the laundry and ensured that the equality message and Ariel usage reached the length and breadth of India. To imbibe right values in future dads, it got leading

children’s comic book Tinkle to re-script their comics with sharing the load as a key driver of equality at home. These heart-felt conversations created emotional waves

across the nation.

● EACH ELEMENT OF THE EXECUTION IS RELEVANT TO THE LEITMOTIV.● AFTER A SUCCESSFUL INITIAL STRATEGY, THE OPPORTUNITY TO EXTEND THE EXECUTION WAS SEIZED.

RESULTSAriel improved lives of millions of Indian women by making laundry interesting for Men. Ariel attained a leverage position in the category with (a)

A unique variant – Odd/Even Pack (b) A distinctive and progressive platform that reaped emotional equity for Ariel.

● IN A $ 4.5 BILLION CATEGORY , ARIEL MATIC SALES WENT UP BY 76% ● SHERYL SANDBERG AND MELINDA GATES PERSONALLY ENDORSED THE CAMPAIGN ● OVER 65 MILLION VIEWS FOR THE VIDEO GLOBALLY ● CONSUMER ENGAGEMENT INCREASED 4.6 TIMES ● 198 YOUNG PARENTS REACHED FOR EVERY $1 SPENT ON FACEBOOK ADVERTISING ● 2 BILLION EARNED IMPRESSIONS WORTH OVER $ 11 MILLION ● 2.1 MILLION MEN PLEDGED TO #SHARETHELOAD, I.E. MORE THAN ALL THE MEN IN NEW ZEALAND ● ARIEL PIONEERED A SYMBOL FOR GENDER EQUALITY.

While the men pledged to share the load, Ariel became closer to the woman’s heart.

● AMAZING RESULTS THAT HAVE BEEN PUT INTO CONTEXT.

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15 April 2015, Dubai

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MEDIA● Best Use of Traditional or Ambient Media This category is open to all campaigns which have effectively used traditional, as well as small and large sized ambient media or objects.The Late Shift

● Best Communications Strategy This category celebrates brands that demonstrate clear consumer insight and through the development of a brilliant and media fertile strategy, precise execution, and connectivity with the target audience.How old will you be when you’re mortgage free?

● Best Engagement Strategy This category recognises the campaign that can demonstrate the most successful consumer engagement showing tangible target audience related results.The Greats

● Best Event, Experiential or Sponsorship CampaignThis category recognises brands that deliver an effective event, experiential campaign for consumers, whether physically tangible, digital or virtual.Reinventing the Athlete Tour

● The Creative Use of Media AwardThis category rewards the creative and innovative use of media, whether based on the channel, placement or format.Make Lego the Star of Christmas

● The Effectiveness Award This category will reward the campaign that achieved the most against its stated targets. Safe Passage for Sea Creatures

● Best Social Media CampaignEntries will be judged on the creative use of social platforms and a sound understanding of online consumer behaviour.Maggi We Miss You Too

● Best Use of Real-time MarketingThe winner of this category will show the brand most successfully engaging with their customers based on real-time information.Wall’s Man 2.0

WHAT ARE THE JUDGES LOOKING FOR IN EACH CATEGORY?● Best Multi-screen CampaignThis category rewards campaigns that have been implemented throughout different devices, with the content being adapted to best fit the individual screen.Suncorp Bank – Home Loans That Deliver

CONTENT● Best Branded Content This category recognises the best content newly created for the brand.Cornetto’s That One Summer

● Best Use of Content This category is searching for a campaign that either has the use of content at the heart, or where content was a main driver for the success of the campaign.Krungsri First Choice: I want Mother’s Day too

● Best Use of an Influencer This category rewards the brand that has best leveraged one or several influencers or key opinion leader as part or as the whole of a campaign.Brooke Bond Red Label Tea 6 Pack Band

TECHNOLOGY● Best Use of GamificationThe campaign could use a newly created game, an existing game, or incorporate game elements such as points or reward systems in order to incentivise participation either digitally or offline.Pizza Hut’s Must Win Guest

● Best Use of Digital MediaThe jury will be looking for great examples of interaction and results which only digital media could have achieved.JUST DO IT #DADADING

● Best Use of MobileThis category recognises the best campaigns that are mobile-first. The jury will reward campaigns specifically designed for mobile.Virtual Coastguard

● Best Use of TechnologyThis category recognises the campaign seen to exploit technology to its full potential for the benefit of the brand.OCBC Pay Anyone

15 April 2015, Dubai

15 April 2015, Dubai

15 March 2018, Grand Hyatt, Singapore

See the full list of winners from the 2017 edition along with their case studies here.

Check the full category descriptions here.

Find us on: For Awards enquiries please contact Fanny Nicot

WE ARE LOOKING FORWARD TO RECEIVING YOUR WORK!

INSIGHT● Best Use of Data & Insight Award The winner in this category will demonstrate the best use of data and reflect the achievement of effectively reaching consumers.Reword

● Best Not-For-Profit CampaignThis category is open to campaigns for charities, not-for-profit organisations or government agencies.Door Step School – A Street Naming Event for Social Change

● Best Local Execution of a Regional or Global BrandThis award will recognise the creative and strategic media planning that results in a qualified brand impact on the local audience.Clear Taps on Mudik during Eid holiday in Indonesia

● Brands for Good AwardThis category is about a brand delivering benefit to the consumer – be it a utility, service, or product that meets a public need.Gillette Bachelor of Shaving

● Best Launch CampaignThe winning campaign will demonstrate the most successful strategy that created standout in the market and the buzz required to successfully launch or re-launch a new or existing product, service or brand.Mobile Makeover for Gamers by L’Oréal Men Expert

● Best Targeted CampaignThis category rewards campaigns that have been proven successful in identifying, targeting and effectively reaching specific audiences through tailoring to their identified needs or interests.Maxis reads minds using ‘Zero Moment of Travel’

● The Effective Use of e-Commerce AwardThe winning campaign will show the effective use of e-Commerce within its marketing strategy and can prove how it generated tangible results and sales conversation rates for the client’s brands.McDonald’s – Capacity Based Advertising