2 0 1 77 September 2017 | Natural History Museum, London

DEADLINE EXTENSIONAVAILABLE

UPON REQUEST

CAMPAIGN OF THE YEAR CASE STUDYAriel’s ‘Removing the Stains of Social Inequality’ by MediaCom India was

awarded Campaign of the Year at the M&M Global Awards 2016. Here is how!

THE M&M GLOBAL AWARDS 2017 IS NOW OPEN FOR ENTRIES!

KEY INFORMATION ● Campaigns must have been implemented between 1May 2016 and 31 April 2017

● Two-stage submission process

● Written entry along with two images

● If Shortlisted, a 2-min case video and a 30-45-sec edit of the video will be requested for final judging final judging

TIMELINE ● 20 APRIL: EARLY ENTRY DEADLINE

● 18 MAY: ENTRY DEADLINE

● 20 JULY: SHORTLIST ANNOUNCEMENT

● 17 AUGUST: VIDEO SUBMISSION DEADLINE

● 7 SEPTEMBER: AWARDS CEREMONY AT THE NATURAL HISTORY MUSEUM OF LONDON

USEFUL LINKS● AWARDS WEBSITE

● ENTRY SITE

● CATEGORIES

● ENTRY TEMPLATE AND GUIDELINES

● FAQS

● ATTEND THE CEREMONY

awards.mandmglobal.com For any awards enquiries please contact: fanny.nicot@csquared.cc

M&M Global Awards 2016 Campaign of the Year Winners,

MediaCom

2 0 1 77 September 2017 | Natural History Museum, London

DEADLINE EXTENSIONAVAILABLE

UPON REQUEST

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 global 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. ● For B2C entry – we focussed on how the insight was used to craft a communication model and connected execution to influence behaviour● For multiplatform – We focussed on how several elements and touchpoints came together to give the campaign voice and scale● Effectiveness – here the entry was crisp, most importantly talking about the impact it had on the society at large, our TG, and the brand

INSIGHTS FROM THE WINNERWe spoke to Deepak Sonpar, Associate Director at

MediaCom India, to understand what it took to become a Grand Prix winner and how they made the most of it.

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.

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 global 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 global awards and recognition from global client-teams is euphoric.

THEIR TOP 3 LEARNINGS● KEEP IT SIMPLE AND RELEVANT FOR THE GLOBAL 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 global awards and recognition from global client-teams is euphoric.” MEDIACOM INDIA

2 0 1 77 September 2017 | Natural History Museum, London

DEADLINE EXTENSIONAVAILABLE

UPON REQUEST

THE WRITTEN SUBMISSION Ariel: Removing the Stains of Social Inequality

OBJECTIVESAriel Matic faced over 30 rival brands and a completely uninterested target market. So, we flipped the detergent marketing model on its head and targeted Ariel Matic at men. Yes, you read that right: actual men, actually doing the actual washing! Sales rose by 75%.

● THE OBJECTIVES OF DEVELOPING APOSITIVE BRAND IMAGE AMONGST A SPECIFIC TARGET AUDIENCE AND BOOTING SALES ARE CLEARLY OUTLINED.

INSIGHTAriel was talking to women who saw laundry as a chore, a task which never got her appreciation. In the Indian society it also reflected on her credentials as a “good wife”. For her “Laundry” was a thankless job, and fingers were pointed if it was not done well.

The category has very little loyalty and is not spoken about unless someone is complaining about stained clothes. Ariel had the name and the premium image in the minds of Indian women but not their hearts.

The challenge for Ariel was to prove performance superiority in an engaging way to the modern Indian woman who blindly buys the brand her mother used, the message was new – ‘With Ariel’s New Matic laundry is child’s or should we say man’s play’.

Traditional advertising didn't cut ice with Indian women as they disbelieved advertising claims. They needed to hear it straight from their peers and family.

Also Indian women are receptive to categories like feminine hygiene or skin care, categories which are closer to their heart and body. Not Laundry. MediaCom had to catch them at their most receptive moment, and become part of their conversations, part of the regular gossip, and part of their lingo. It had to be contemporary, it had to be popular and be so relevant that women proactively posted and trended Ariel.

● THE THREATS ARE HIGHLIGHTED.● RELEVANT CONCLUSIONS FROM THE BRAND INSIGHTS BUILD UP THE STRATEGY.

STRATEGY“You might be president of PepsiCo. You might be on the board of directors. But when you enter this house, you're

the wife, you're the daughter, you're the daughter-in-law, and you’re the mother. You're all of that. Nobody else can take that place. So leave that damned crown in the garage. And don't bring it into the house.” – A conversation between Indira Nooyi, President and CEO PepsiCo and her Mum.

India is a country where women are an important part of the social sphere. India has several women politicians, leading actresses, bankers, journalists, astronauts, businesswomen, scientists, and army personnel. Yet all of them have two jobs – One at the office and one at home.

Ever wondered why do 95% households have only women doing the laundry? Consumer Insight – No matter how successful a woman is professionally, at home she is a second class citizen.

The idea – ‘Share the Load’. Using Laundry as an operative metaphor; Ariel wanted Men to contribute to household work. The communication highlighted the fact that with Ariel's superior detergent anyone can get perfect stain removal and cleaning, so while Ariel made a laundry much easier for women, men no longer had an excuse for not doing laundry.

With the new ‘His and Her Ariel Matic’ product Ariel began the journey of making laundry more fun for Men and changing traditional habits. The brand set about changing every aspect of the marketing mix– From launching a new product to communication. Instead of the communication talking to women about a superior detergent, MediaCom broke the category norm and educated men on how to do laundry, got Washing Machine manufacturers to talk about how men can do laundry, made laundry more fun for couples. The brand activated all opinion leaders across spheres of life, celebrities, cricketers, designers and manufacturers of branded clothes were activated to endorse the concept that fabric that can be washed by both Men and Women.

But changing opinions hard-wired into the psyche was not easy, which is why the agency developed a detailed three step approach to activate all relevant opinion leaders and hot buttons for young couples.

● THE CONTEXT IS SET BEFORE DEVELOPING THESTRATEGY ITSELF.● THE BIG IDEA IS DEVELOPED USING STORYTELLING.● THE APPROACH REFLECTS THE LINK BETWEEN THE STRATEGY AND THE BRAND’S PRODUCTS AND VALUES IS MENTIONED.

2 0 1 77 September 2017 | Natural History Museum, London

DEADLINE EXTENSIONAVAILABLE

UPON REQUEST

EXECUTIONPhase I – To warm up the country to the launch, MediaCom asked Indians ONE question – Is laundry only a woman’s job? This provoked national conversation and debates across media. ● Nielsen survey results were released to stimulate conversations ● Top news channels initiated debates among prominent influencers’ ● Key Opinion Leaders across the country participated in and invited conversations about this survey and question ● Celebrities spoke their heart out about - how men should contribute towards equality at home?

Phase II – Getting Men to commit to Share the Load –Big Bang Launch of New Matics Pack.● Ariel launched a custom product ‘His and Her’ Pack for both genders ● A couple’s testimonial about sharing the laundry load was introduced to overwhelming response on TV and IVideo ● A ‘Wash bucket challenge’ was thrown to all Indian men – Here they could post their selfies doing the laundry and could win a Washing Machine ● Contests across media asked men – How they can contribute to household work? ● A Laundry IQ quiz for Men– To test their knowledge about Laundry

Phase III – MediaCom used the power of media to show adoption and participation ● Prominent clothes brands– American Crew, Shoppers Stop and designer Masaba Gupta created and added clothes tags – ‘This fabric can be washed by both Men and Women’ ● Leading Indian cricketers showcased Ariel benefits by bowling clothes into a washing machine ● Leading Washing Machine (WM) manufacturers endorsed Ariel The message of equality drew more celebrities to join the movement and they testified - how they helped share the load at home?

● THE EXECUTION IS A FIRST IN THE INDUSTRY.● AFTER A SUCCESSFUL INITIAL STRATEGY, THEOPPORTUNITY TO EXTEND THE EXECUTION WASSEIZED. ● EACH ELEMENT OF THE EXECUTION SUPPORTS THE BIG IDEA.

RESULTSAriel improved lives of millions of Indian women by making laundry interesting for Men. In a $4.5 billion category, Ariel Matic sales grew 60% versus year ago. i.e. 2X of target. Over 1.57 million Indian men pledged to do the laundry – more the total no. of men in New Zealand.

There was a 28% uplift in Ad recall for Ariel amongst people who saw the “Share the Load” copies. Ariel witnessed highest ever Response Rate with Consumer Engagement increasing nearly three times.

● 98% of consumers interviewed would recommend Ariel to their friends ● Millions engaged, resulting in over 1.6 billion free earned Impressions ● Unaided Awareness for the brand went up by 132 Index ● For the first time ever, Ariel India trended nationally twice with 9 MM+ impressions ● Over $9.5m of earned media.

While the men pledged to share the load, Ariel became closer to the woman’s heart. Ariel was so successful in influencing the cultural fabric of the country, that one of India’s biggest matrimonial portals- Jeevansaathi.com made ‘Sharing the Load’ a vital criterion to choose a perfect life partner.

Share the load is a unique and emotional equality platform that can be leveraged for years to come.

● AMAZING RESULTS THAT HAVE BEEN PUT INTOCONTEXT.

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.

2 0 1 77 September 2017 | Natural History Museum, London

DEADLINE EXTENSIONAVAILABLE

UPON REQUEST

WHAT ARE THE JUDGES LOOKING FOR IN EACH CATEGORY?

SECTOR CATEGORIES 1 AUTOMOTIVE

Including car, motorbike and car parts manufacturers, as well as chauffeur services. Premium Destinations

2 FINANCIAL & UTILITY SERVICES Including but not limited to insurance, banking, energy and commodities. How old will you be when you’re mortgage free?

3 FOOD & BEVERAGES Including alcoholic drinks and food and drink chains. Love at First Taste

4 FASHION, BEAUTY & RETAIL Including online retailers, luxury brands, e-commerce, personal hygiene products and fashion brand campaigns. Trial Blazing – Ambi Pur

5 MEDIA, ENTERTAINMENT & SPORTS Including campaigns for publishers, movie launches, computer games, TV stations and sporting events. Watch it: The Classic Disney Villains Have Evil Kids!

6 TOURISM, TRAVEL & LEISURE Including campaigns for airlines, tourism, country brands, hotels and leisure venues. Qantas Airlines Creates a New TV Show

7 TECHNOLOGY & TELECOMMUNICATIONS Including mobile phones/operators, tech products, AR/ VR campaigns, IOT products and consumer electronics.M9 One Launch

CAMPAIGN CATEGORIES

1 NEW THE BIG IDEA AWARD The category rewards an outstanding idea which provided a game-changing solution to an international media and marketing challenge.Brewtroleum

2 BEST INTEGRATED CAMPAIGN The winner of this category must have combined two or more platforms, such as mobile, OOH, social media, TV, cinema, radio, print or other.Stop Clicking around

3 BEST USE OF AN INFLUENCER This category rewards the brand that has best leveraged one or several influencers or key opinion leaders, either as part of or as the entirety of a campaign.San Andreas

4 NEW BEST MARTECH OR ADTECH INNOVATION This category is open to any company which uses/created a technology that made a distinct contribution to the success of a campaign.Precision With Scale

5 BEST INTERNATIONAL LAUNCH CAMPAIGN Here the campaigns should demonstrate a strategy that created standout in the market and the buzz required to successfully launch/re-launch a new or existing product, service or brand. TRESemmé Day

6 BEST LOCAL EXECUTION OF A GLOBAL BRAND This award will recognise the creative and strategic media approach that results in a qualified brand impact on the local audience. 100% Kosher Head & Shoulders

7 BEST TARGETED CAMPAIGN This category rewards campaigns that have been proven successful in identifying, targeting and effectively reaching specific audiences.The Force is Strong and Excellent at Targeting Campaigns!

8 BEST COMMUNICATIONS STRATEGY This category celebrates brands that demonstrate clear consumer insight and through the development of a brilliant and media-fertile strategy and precise execution, and connectivity with the target audience.Girl Emojis

9 BEST PARTNERSHIP AWARDThis award recognises the success of a campaign based on the partnership between two parties, including but not exclusively between an agency, media owner, brand or ad technology owner.Virtually Dead

2 0 1 77 September 2017 | Natural History Museum, London

DEADLINE EXTENSIONAVAILABLE

UPON REQUEST

10 BEST USE OF CONTENT This category rewards the curation and distribution of content that translates across multiple markets. The campaign could use original content, existing content or even user-generated content.More than TV – Delivering Content in Context

11 BEST ENGAGEMENT STRATEGY This category recognises the campaign that can demonstrate the most successful consumer engagement showing tangible target audience related results. Lo Kar Lo Baat

12 BEST USE OF SOCIAL MEDIA This category rewards innovation and excellence in social media where the winning campaign should be able to demonstrate great results.VW Trailer Assist

13 BEST USE OF VIDEO The winner in this category should show creativity in the content but also how it has engaged the target audience throughout the different markets. The Name’s Chat, Snapchat

WE ARE LOOKING FORWARD TO RECEIVING YOUR WORK!

14 THE INTERNATIONAL EFFECTIVENESS AWARD This category will reward the campaign that achieved the most against its stated targets. Results play a critical part in the judges’ evaluation.This category will allow a two-year eligibility period, with campaigns that ran between 1 June 2015 and 31 May 2017 eligible for entry.Avenger’s Hero Up

15 BEST USE OF DATA The winner in this category will reflect the achievement of effectively reaching consumers, where the successful campaign has been notably enhanced or even made possible through learnings gained from econometrics or insights, or the use of geo-location.Explore Canada

16 NEW BEST SPONSORSHIP ACTIVATION This category rewards the innovation and creativeness of sponsorship activation. The sponsorship could include events, sporting venues, TV shows, radio programmes or any number of activations.#DiloConPepsi

17 B2B CAMPAIGN OF THE YEAR This category is open to business-to-business campaigns from all sectors seeking to influence the opinion or purchasing behaviour of businesses or individual business decision makers.The HP Elite Assembly

CHECK THE FULL CATEGORYDESCRIPTIONS HERE

SEE THE FULL LIST OF WINNERS FROM THE 2016 EDITION ALONG WITH THEIR CASE STUDIES HERE

FIND US ON mandmglobal.com/awards

awards.mandmglobal.com For any awards enquiries please contact: fanny.nicot@csquared.cc