India has reasons to celebrate. Out of the 95 entries that won at the PR Lions this year, three are Indian campaigns. Publicis Communications’ ‘Adopt a Pothole’ campaign for Apollo Tyres fetched a Silver Lion. Ogilvy & Mather and Mindshare Fulcrum’s ‘Lifebuoy Roti Reminder’ campaign for Hindustan Unilever brought home a Bronze Lion. Another Bronze Lion was bagged by BBDO India for its campaign for Proctor & Gamble.
The last time India won in the PR Lions category was in 2011.
Commenting on the overall performance of agencies this year, David Gallagher, Chief Executive Officer, Ketchum Europe & Jury President PR Lions said, “Competition this year was fierce. Work was diverse but we still got to the shortlist quickly.”
The adoption effect...
Publicis Communications’ ‘Adopt a Pothole’ campaign for Apollo Tyres fetched a Silver Lion for India under the Automotive and Transport category. The brand started an online campaign about clearing roads of potholes, and the brand took a very unique approach. The campaign made people change their attitude towards potholes – instead of viewing them as someone else's responsibility to fix, the campaign made people proactive in solving this problem. As part of the campaign, the brand projected potholes as homeless ‘pets’ that need to be taken care of.
Once someone adopts a pothole, one could get to give it a name. Campaigners then needed to get their friends to give it 25 likes or tweets. Apollo Tyres steps in to fix the pothole on their behalf and puts the campaigners name on it. As a part of its customer-focused ‘You First’ initiative, Apollo Tyres wanted to do something towards promoting road safety.
To watch the campaign watch the video:
The stamping effect...
Ogilvy & Mather and Mindshare Fulcrum’s ‘Lifebuoy Roti Reminder’ campaign for Hindustan Unilever won a Bronze Lion under the Charity and Not for Profit category. Lifebuoy stamped its handwashing message onto millions of ‘rotis’ at Kumbh Mela, the world’s largest religious festival in India.
Lifebuoy partnered with more than 100 restaurants and cafés at the festival, as part of its ongoing campaign to raise awareness about good handwashing habits. For every food order placed, the first ‘roti’ carried the branded message “Lifebuoy se haath dhoye kya?” (Did you wash your hands with Lifebuoy?). The words were heat stamped onto the baked ‘roti’, without the use of ink, to ensure it was completely edible.
More than 2.5 million branded rotis would have been eaten by the end of the month-long campaign. Lifebuoy also placed soap in the wash rooms of each of the eateries and used banners and billboards to reach millions more people with its handwashing message. The reach of the campaign has gone far beyond the festival. The novelty of branding food has generated a huge amount of media coverage and discussion across India, helping to spread the message of the importance of washing hands with soap before eating.
The shaving effect...
BBDO India’s campaign for Proctor & Gamble won a Bronze Lion under the Best Integrated Campaign led by PR. To accelerate its leadership further in India, Gillette went ahead to roll out an interesting PR-led promotional campaign. The agency coined a term called ‘Evening Stubble’ and created a number of activities around it. Gillette, in fact, launched a new razor called Gillette Fusion Gamer. The launch of the product happened in a moving train at evening time with bunch of celebrities participating in the campaign
To watch the campaign watch the video:
This year the Grand Prix went to McCann Melbourn's ‘Dumb Ways to Die’ campaign. ‘Dumb Ways to Die’ is a public service announcement campaign by Metro Trains in Melbourne, Australia to promote rail safety. The campaign went viral through sharing and social media starting in November 2012. The news of the campaign appeared in newspapers, local radio, outdoor advertising, throughout the Metro Trains network and on Tumblr.
According to various media reports, McCann estimated that within two weeks it had generated at least $50 million worth of global media value, in addition to more than 700 media stories for a fraction of the cost of one TV advertisement. According to Metro Trains, the campaign contributed to a more than 30 percent reduction in near-miss accidents, from 13.29 near-misses per million kilometres in November 2011 – January 2012, to 9.17 near-misses per million kilometres in November 2012 – January 2013.
Commenting on this campaign, Jennifer Scott, Global Managing Director, Strategy and Planning, Ogilvy PR US said, “Creating a strong impact is one thing but it is important that communication must be enjoyable. The messaging of this campaign was seeded in schools, online and train platforms. It was a holistic approach with great amplification and craftsmanship.”
With inputs from Priyanka Mehra