Thursday, August 9, 2012

What is the fuss all about?

Every idea consists of three part, or acts...
The first part is called the Pledge...

...the brief shows you something
ordinary- A standard leaflet, a regular letter, a normal ad
and pledges to you its utter normality...

Perhaps there is nothing to it, it is indeed... normal.
But, of course, it probably isn't...

The second act is called the Turn...
The creative takes the ordinary something...
...and makes it do something extra-ordinary.

But you wouldn't clap yet.
Because making something extra-ordinary out of ordinary
isn't enough... you are looking for something else.

That's why every idea has a third act.
The hardest part... the part we call...

...The Prestige. (a.k.a winning awards.)

(Inspired from the movie "The Prestige")

Classified - A Range Rover Evoque Film Series



Awards:
2012 Cannes Advertising Festival - SHORTLIST (Branded Entertainment Category)
2012 Dubai Lynx - Film Bronze (Internet Film Category) and 2 Shortlists


Other Credits:
Creative Director: Pooja Chandani
Copywriter: Nisha Wagh
Director: Ali F. Mostafa

Agency:
Wunderman, Dubai
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The Pledge
In this region, Range Rover vehicles are mostly driven by
a more mature target audience. For the first time ever, they were launching a ‘baby Range Rover’, the Range Rover Evoque for the younger generation, mainly young, affluent Arab male – a target they have never spoken to. Our task was to launch this vehicle in a way that will grab their attention.



The Turn

Instead of using traditional mediums, we decided to start the buzz beforehand and entertain them where they spend most of their time – Online.

 
Along with MBC, the region’s leading broadcast company, we created a 5-episode
online film series, Classified – an action-packed drama. To relate to our audience, we
used their language ‘Arabish’ (Arabic+English) and got the young, acclaimed director,
Ali F. Mostafa, who was already popular amongst them after his box-office film, ‘City of Life’. Classified entertained the Arab youth without a single brand mention till the second-last episode; later revealing itself as ‘A Range Rover Evoque Film Series’.
 

The Prestige 
For a never-done-before launch campaign in the region, the results surpassed
our objectives
• Classified page received 200,000 impressions, of which 92,142
were unique viewers
• Increase of 150% search volumes in KSA & 300% in UAE
• On popular demand, MBC aired it on MBC Action as a film
• Moreover, all cars are sold out till April; the waiting list is still growing
• Through Classified, Range Rover successfully established a relationship with its new target audience.  


Watch the entire film series on: www.classifiedfilm.com

Tuesday, May 8, 2012

Microsoft - Masters of Windows 7

Awards:
Dubai Lynx 2010 - Direct Bronze (Corporate Information Category)

MENA Cristals - Cristal for Corporate Information

Other Credits:
Creative Director: Pooja Chandani
Copywriter: Shweta Tariq, Richa Khan, Malesh Ponnusamy
Film Production: Jessy Shoucair

Agency: Wunderman, Dubai
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The Pledge
The world was looking forward to the big launch of Microsoft Windows 7. But were the Microsoft Gulf employees ready for it? It was important that each and every one of them was up-to-speed considering what had happened with Vista. Our task was to get them up and ready for the big launch. We had to generate excitement about it and at the same time educate employees about the new features before they could market it to customers. As usual, we were up against a tight budget and just one month to achieve all of it.

The Turn
It’s hard to get employees to react to internal communication as they are already drowned in everyday work. Keeping their interest for as long as a month is even harder. We made the employees learn the moves of Windows 7 through Kung fu and Karate moves. The challenge readied them to face the market with complete tactics of selling and marketing the new Windows 7 – just like a true Master. Making an otherwise boring training process fun and engaging.


We converted the corporate Microsoft Gulf offices into Kung fu CAMPS. Where every employee would train, learn the moves, test their skills and become masters of Windows 7. As a kick off, we created a multi-touch point campaign starring the employees themselves in karate costumes handing out head-bands to colleagues and even featuring on elevator stickers in Kung fu poses. Weekly emails with martial art movie spoofs, reminder desk-drops like chopsticks, Tiger balm; ambient stuff like punch bags, cushions to meditate on launch ideas, mug wraps and exciting posters, asked everyone to master the 3-step online challenge.

The Prestige 
Almost everyone across sales, marketing, management and senior management participated. The online martial art movie spoofs were absolutely loved, causing laughter and furore in their otherwise strict corporate environment. Employees were seen having fun and discussing their colleagues who had featured on elevator stickers in actual Kung fu costumes. The most important outcome - our Kung fu CAMP managed to train, test and get employees ready for this mega launch. This campaign was so successful that Microsoft marketing teams have been featuring it as a case study across markets for future internal readiness programs.

Monday, May 7, 2012

Emirates Environment Group (EEG) - Sticky Posters



Awards:
Dubai Lynx 2010 - Direct Gold & Silver, Bronze. Media Silver and Bronze.
MENA Cristal Awards 2010 - Outdoor Cristal, Direct & Promo Cristal
 
Other Credits:

Copywriter: Nisha Wagh
Creative Director: Pooja Chandani
 
Agency:
Wunderman, Dubai

Sunday, April 5, 2009

Microsoft - The Ideal Candidate

Awards:
Dubai Lynx 2009 - Bronze (Flat Mailing) & Shortlist


Other Credits:
Associate Creative Director: Pooja Chandani
Copywriter: Richa Khan / Malesh Ponnusamy

Agency:
Wunderman, Dubai
---------------------------------------------------------------------------------
The Pledge
Microsoft was launching Windows Server 2008 – a product that required
considerable investment. We had to introduce it to a large database, with
a limited communication budget.

The Turn
Globally, the product was positioned as a super-powered robot
working 24/7. Using this to our advantage, we sent a normal-looking CV
to IT Managers, different in only one way – it came from a robot.
It led customers to a website for more information on the ‘Ideal Candidate’.

The Prestige
The CV was received with a lot of interest and curiosity with over
500 website hits out of 1,800 mailers sent. So far, 34 companies have
ordered the product – a huge ROI for Microsoft.

Microsoft - Another late night?

Other Credits:
Associate Creative Director: Pooja Chandani 
Copywriter: Richa Khan/Malesh Ponnusamy

Agency:
Wunderman, Dubai
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The Pledge
Microsoft was launching Windows Server 2008. We had to
come up with something interesting to demonstrate to IT Managers
what the server could actually do for them.

The Turn
The IT staff often spends long hours and nights in the office, fixing
and maintaining IT systems. The new server could work 24/7, reducing
this drastically. So we sent IT Managers a sleeping bag – which they
could use on such late nights. Alternatively, they could just implement
Windows Server 2008.

The Prestige
Out of the 872 sleeping bags sent, 150 people replied.
Response rate: 17.20%.

Mashreq Bank - Unclog your finances

Other Credits:
Copywriter: Douglas D'cruze
Sr. Designer: Aamir
Agency:
Wunderman, Dubai
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The Pledge
Mashreq’s “True Negotiation” offers exporters up to 100% cash value of their
Letter of Credit – a document issued by buyer to seller as a temporary guarantee
of payment. Because of bank processes, this sometimes results in LCs being
frozen for months, causing cash flow problems.

The Turn
So how do you clear ‘blocks’ to ensure smooth cash flow? With a “plunger”,
an everyday object used to unclog blocks at home or office. The message stated
that they could either use this to unclog their finances or call Mashreq.

The Prestige
500 sent, 78 responses, of which 53 used the product.

DBAJ -The Locator Envelope


Other Credits:
Associate Creative Director: Pooja Chandani
 
Copywriter: Richa Khan/Malesh Ponnusamy
Sr. Designer: Hanna Boulos
 
Agency:
Wunderman, Dubai
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The Pledge
Dubai Bone & Joint Center (DBAJ) was moving to a new facility.
We had to communicate this change of address to busy doctors so
they remembered it when referring patients to DBAJ.

The Turn
When making referrals, doctors send along X-rays with patients.
We used this opportunity innovatively. We sent the doctors a flat pack
of X-ray envelopes with DBAJ’s new address pre-printed. They could
put their X-rays into these and patients could literally carry the new
address along with them.

The Prestige
The results showed within a few days. Most patients mentioned
to the receptionist how easily they located the new address,
thanks to the envelopes.

Microsoft - 'Lonely No More'


Awards:
Cannes 2008 - Shortlist (Media)
Dubai Lynx 2008 - Gold (Media)
Mena Cristals 2009 - Media Cristal
Directory Issue No. 10 - Showcased
 

Other Credits:
Associate Creative Director: Pooja Chandani
 
Copywriter: Richa Khan
Sr. Designer: Minal Kulkarni
 
Agency: Wunderman, Dubai

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The Pledge
As organizations grow, so does their IT infrastructure. Most companies
make do by adding patches, putting pressure on IT, which then spends time
running from desk to desk, trouble-shooting. We had to generate sales leads
by introducing a new system which allows upkeep right from the comfort
of an IT person’s desk.

The Turn
This new system would mean an IT department interacts less with colleagues,
making them lonely. So, we sent them a real fish for company. Logistically
challenging, the idea depended on implementation. We trained deliverymen
across 4 countries to set-up fishbowls, food and tent-cards with a daily
maintenance task list to keep the department occupied. Simultaneously,
a letter introducing the system was handed to IT Managers.

The Prestige
Ground-breaking results - people couldn’t believe they had received a ‘live’ gift.
The Microsoft sales department was flooded with calls and emails - Over one
third responded out of 1100 deliveries.

Group Plus - Ads



Awards:
Dubai Lynx 2008 - Press Finalist
Campaign Middle East - Featured
www.adblogarabia.com - Showcased
(http://www.adblogarabia.com/index.php?s=Wunderman+Dubai&searchbutton=Go!)

Other Credits:

Associate Creative Director: Pooja ChandaniCopywriter: Shweta Tariq/Malesh PonnusamyAgency:
Wunderman, Dubai

Microsoft - Mighty I.T.




LAUNCH E-MAIL



Microsite - Home Page

Microsite - Competition Page

Microsite - Registration Page
Other Credits:
Associate Creative Director: Pooja ChandaniCopywriter: Richa Khan / Malesh Ponnusamy
Illustrator: Michael Turda
Agency:
Wunderman, Dubai
 

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The Pledge
Microsoft was launching the new Windows Server after five years. Before the
launch in 2008, they wanted feedback on the trial version. The challenge was
to get I.T. professionals to download it and get their inputs.

The Turn
Inspired by comic-book superheroes, we created our own - illustrating
how the mighty new server helped I.T. professionals improve their company’s
I.T. infrastructure. The first email pushed them to explore the server’s powers.
The second email led them to a microsite asking them to prove their
might by giving feedback.

The Prestige
Over 2800 trial versions were downloaded, over 300 gave feedback
on the trial version.

Microsoft - The Indispensable Hero

Awards:
Dubai Lynx 2008 - Finalist

Other Credits:

Associate Creative Director: Pooja ChandaniCopywriter : Shweta Tariq/Malesh Ponnusamy
Agency:
Wunderman, Dubai
-----------------------------------------------------------------------------------------------

The Pledge

In March 2008, Microsoft will have its largest global launch of
three new servers, with the theme ‘Heroes happen here’, reflecting
how this technology makes every IT person a hero of his office.
Our invite had to convince IT-heads to attend the day-long event
with their team.

The Turn
How would an office manage when its indispensable heroes
are away? We presented a solution - we mailed posters for them
to put up in their workspace, with tear-off tab for their numbers
so colleagues could always reach them.

The Prestige
800 mailers were posted, with over 100 registrations in one week.
More are expected till the date of the event.

Microsoft - Freshen up and brush up

Awards:
Dubai Lynx 2008 - Finalist
Directory Issue No. 10 - Showcased
Wunderman 'The Loop' Worldwide Internal Newsletter - Showcased
Other Credits:
Associate Creative Director: Pooja ChandaniCopywriter : Richa KhanAgency:
Wunderman, Dubai
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The Pledge
Microsoft has certain protocols for internal meetings which ensure
everyone follows basic mannerisms with each other and with clients.
Usually conveyed by email, no one pays attention to them, so we had
to find an engaging way to send the message.

The Turn
We created branded ‘Microfresh’ chewing gum, placed on every
employee’s desk and in all the meeting rooms. On the reverse of the
packaging, was a list of meeting protocols in an easy-to-read format
which served as a gentle reminder to employees so they could
freshen up and brush up at once.

The Prestige
We gave Microsoft its very own branded chewing gum.
The HR department says that the decorum of conduct in the office
has improved. Proof of response - the idea has been reprinted
three times, even catching the attention of Microsoft clients.

Microsoft - Three strikes and you're done

Awards:
Dubai Lynx 2008 - Silver & Bronze
Communicate Magazine - Featured
Other Credits:
Associate Creative Director: Pooja ChandaniCopywriter : Richa Khan
Agency:
Wunderman, Dubai
 

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The Pledge

Most small-medium companies think they can get away with using
unlicensed software. We had to educate business-heads and urge them
to get licensed. We had a modest budget.

The Turn
We used ‘mail’ - the most obvious flat medium very effectively - 3 letters
from a licensingadvisor using different delivery modes, building urgency
with every step.
The first friendly letter went by ‘Regular Post’.
• The second less courteous one went by ‘Registered Post’,
to be personally collected from the post-office ín the Middle East.
• And the third curt one by ‘Urgent Courier’, gave an ultimatum
to license before a deadline.

The Prestige
1000 mailers delivered. The first letter didn't get much response.
We drew attention with the second and reached a crescendo with
the third – over 140 businesses responded. The idea is now up
for a re-run.

IAA - The Eavesdropper

Other Credits:
Associate Creative Director: Pooja ChandaniCopywriter: Douglas D'cruze
Agency:
Wunderman, Dubai
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The Pledge
The International Advertising Association (IAA) scheduled
a networking event for advertising professionals in January 2008.
We had to come up with an invitation to encourage attendance.

The Turn
An event like this would be incomplete without industry gossip
- so our mailer had a perforated section that could be rolled
into a cone and placed on the boss’ door to eavesdrop for inside
information. Alternatively, they could get the news by attending
the event.

The Prestige
Out of the 250 mailers posted, 190 responses were received!
This was an increase of 60 percent from the previous year.

Microsoft - The personal introduction

Awards:
Dubai Lynx 2008 - Silver
Wunderman 'The Loop' Worldwide Internal Newsletter - Showcased
Other Credits:
Associate Creative Director: Pooja Chandani
Copywriter: Shweta Tariq
Sr. Designer: Lina Nader
Agency:
Wunderman, Dubai
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The Pledge
Bill Gates was coming to the UAE for the first time and would
be speaking at Microsoft’s annual partner summit. We had to send
out exclusive invitations to hand-picked invitees such as CEOs
and CFOs who have packed schedules, to attend this mega-event
from different parts of the Gulf.

The Turn
What better way to reach out to people than a personal invitation?
We sent out silver business-card holders with Bill Gates’ business-card
inside - a highly exclusive, personal way to ask people to come
and see him.

The Prestige
Over 250 of the 300 invitees attended, many flying in from
different parts of the Gulf.

DBAJ - Total Support

Agency:
Wunderman, Dubai
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The Pledge

The Dubai Bone & Joint Centre (DBAJ) is a relatively new entrant
in the field of private musculoskeletal care. As part of their communication
to patients, DBAJ had created a set of 12 informative leaflets, each focusing
on one of the many different products and services they provided. The brief
was to create a leaflet stand that would hold and display this set of leaflets
in an interesting way.

The Turn
The idea for the stand came from Basil, the DBAJ mascot which is the
wooden figurine of a man with flexible joints. We placed a transparent
acrylic holder for the leaflet in his hands, so it looked like Basil himself
was holding them. This visually depicted how DBAJ was welcoming
patients into their fold, and would take care of them and support them
until their health improved.



The Prestige

One happy client

Microsoft - Size Wise


Awards:
Echo DMA 2007 - Finalist
Other Credits:
Executive Creative Director: Kerry Platts

Copywriter : Shweta Tariq / Malesh Ponnusamy
Agency:
Wunderman, Dubai
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The Pledge
Microsoft had to convince heads of IT departments that the SQL Server
is capable of handling data management processes, regardless of their
company’s size. For a product of this size and cost, we had to get them
interested in its flexibility and convert them into sales leads.

The Turn
Using a clothes hanger, we asked them to choose from anything
between Medium and XXXL and talked about how the server is bound
to be a perfect fit for their company. After they had responded, we sent
them a SQL Server T-shirt.

The Prestige
Out 250 mailers, about 42 responses became sales leads and till now,
Microsoft has sold servers to 10 IT departments.

Dubai Chamber of Commerce & Industry - MRM Business Awards




 Awards:
Campaign Middle East awards 07 - Finalist



Other Credits:
Associate Creative Director: Pooja Chandani
Copywriter: Richa Khan
 
Agency:
Wunderman, Dubai

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The Pledge
In 2006, the Dubai Chamber of Commerce & Industry (DCCI)
with the ruler of Dubai, launched the MRM Business Awards.
A presentation ceremony was planned. The award had to be
introduced to heads of Dubai’s biggest business houses and
they had to be convinced to attend the event.

The Turn
Every successful business is about getting qualities such as
ambition, strategy and procedure right. With these words jumbled
up on a custom-made Rubik’s Cube, we demonstrated the degree
of difficulty in getting the perfect business combination. The few
who got it right succeeded by winning the first MRM Awards.

The Prestige
Out of 500 invites sent, 400 attended the event – an amazing
response rate of 80%.