GLOBAL IDEAS

I’m proud to present this year’s Global Ideas winners, our annual showcase of great client work from around the world.

Our goal is to achieve growth for our clients and it’s at the heart of everything we do. This year’s body of work once again illustrates our commitment to that.

Whilst each of these campaigns is rooted in data and analytics, they are driven by original and creative ideas and brilliant execution. With the results to show for it.

This book gives me an opportunity to thank our clients and, of course, everyone at MEC. Your dedication and thriving spirit take our work to new heights.

Enjoy!

Charles Courtier Chief Executive Officer, Global

ENTERING TRADITIONS UNTRADITIONALLYCHALLENGENESCAFÉ’s launch of Arabiana, the first Arabic instant coffee brand in KSA, faced a tough challenge. Arabiana had to launch in a way that was true to the modern DNA of NESCAFÉ whilst being sensitive to Saudi traditions. Our task was to encourage Saudi youth to adopt a non-traditional product in a very traditional category. Our communication needed to highlight the ease of preparation whilst creating trust, engaging our audience and showcasing Arabiana as a credible and tasty Arabic coffee.

INSIGHTArabic coffee has always been an integral part of Arabic culture, a tradition of which Saudis are rightly proud. However, making coffee was associated with lengthy preparation time. We saw the opportunity to offer an instant coffee that tasted just as good as the traditional version but didn’t demand as much time and effort to prepare, an important aspect for young Saudis. We also knew that during Ramadan young Saudis turn to their mobile phones rather than TV for entertainment during the long days spent with family.

SOLUTIONOur plan of attack was to break into Saudi traditions with non-traditional communication. We developed the region’s first ever purely online brand launch. A fully-integrated digital campaign was led by owned and earned media.

NESCAFÉ Arabiana partnered with leading stand-up comedians and YouTube stars, providing them with products and key messages, allowing them to have fun and

create engaging content. Through one of these stars, Alaa Wardi, a well-known Arab musician, NESCAFÉ produced a music video where the characters in the orchestra were portrayed by NESCAFÉ sachets.

Using geo-targeted YouTube 5-second pre-rolls, we spoke directly to Saudi youth with a simple message: “Before you can skip this ad, your Arabic coffee will be ready.”

We launched Saudi Arabia’s first Tweet booth, where users could send a Tweet with a dedicated hashtag for an instant free cup of NESCAFÉ Arabiana, demonstrating the instant nature of the product.

RESULTSSales exceeded expectations by 75% and the brand now accounts for 10% of NESCAFÉ business in KSA.

The campaign achieved 10 million YouTube views, 80% of which were organic (against a Google benchmark of 1%). We reached 1.5 million users on Facebook and 2.7 million users on Twitter. 20,000 cups of NESCAFÉ Arabiana were sampled and loved at the Tweet Booth in addition to over 200,000 cups at local coffee shops.

The campaign won Nestle’s internal Global Innovation award and won a Silver for ‘New product/ Service introduction’ at the Effie MENA Awards.

Middle East

NESTLÉ

SAVING LIVES WITH RENAULT R-LINK#CRASHTAGCHALLENGE25% of all motoring accidents in Turkey occur when a driver is using their phone. Renault has R-Link technology which allows the driver to control their phone using their voice. Even though Renault had been the first brand to introduce R-Link, the benefits were not fully understood. Our campaign objective was to more strongly associate Renault with R-Link, raising awareness and prompting test drives.

INSIGHTR-Link is a technology that no one cares about until after they’ve had an accident and so a traditional media solution would not be enough. We also knew that 75% of phone-related accidents in Turkey happen to young men. Young men who constantly use their phone to catch-up on soccer and what their friends are doing and sending to them right now.

SOLUTIONTo target our drivers; we had to target their friend who sits next to them in the car. We created invitations on leading digital soccer sites for friends to play a prank on the driver. A prank that would be delivered to the driver in a way they never ignore – an email and a text message from a friend.

We built #CrashTag. A bespoke real-time Web to Mobile IVR connection which let users experience R-Link. A sharable, impactful campaign connecting banners on soccer sites to the mobile phones of drivers.

All banners included a call to action, asking users to prank their friends. Viewers filled in their friend’s email address and

mobile number. An email was then sent to the friend. When opened, a video of a car driving along a road plays. 10 seconds in, the friend’s mobile rings. When the call is answered, the IVR connection makes the car violently crash in the video.

‘Let R-Link answer the phone, you focus on the road. R-link protects you and enables a safe drive’.

A ‘prank’ that shows drivers directly the dangers of answering your phone.

#CrashTag demonstrates the power of mobile.

RESULTSIt was more than a campaign. It ensured that 4.2m young Turkish men who interacted with the unique technology were less likely to have a crash while driving.

Top-line brand awareness rose by over 12%; Search requests for the Renault brand in Turkey increased by 5%; positive social sentiment increased by 46% and Test Drive requests rose by 15% with test drive conversions increasing by 10%.

#CrashTag turned a problem no-one cared about into an important lesson about why Renault R-Link is the safest way to talk to your friend while driving.

Turkey

RENAULT

ORANGE IS THE NEW BLACK 2CHALLENGEWhen the women’s-prison series Orange Is The New Black (OITNB) débuted on Netflix it felt like “a blast of raw oxygen” (to quote New Yorker TV critic, Emily Nussbaum). Netflix tasked MEC to make Season 2 even bigger, while cementing their position as leaders in innovative original programming. Success would be measured by increases in awareness and likelihood to recommend to others, as well as by the strength of the programme’s association with Netflix.

INSIGHTDespite OITNB’s polarizing themes of race, gender and sexuality, the well-crafted storylines added humanity to the characters in a way that transcended prison clichés. Our insight, based on Netflix member research, was that fans related powerfully to the variety of characters and their personal struggles. So we set out to bring the characters to life.

SOLUTIONOur strategy was to create an emotional connection with the characters, broadening the show’s appeal from cult following to mainstream success.

To showcase the characters, a multimedia program was deployed. A series of imaginative media partnerships focused on delivering custom content and experiences that highlighted the rich ensemble cast:

We brokered an ambitious partnership with the New York Times to create “Women Inmates”, a native content experience that explored the reality of being a woman in prison. The in-depth content included a 1500-word story and original video series

with women prisoners, including Piper Kerman, the author of OITNB.

We partnered with Gilt to create a customized flash sale that highlighted cast members. This experience featured Q&A with talent and relevant video content. For every item purchased, an item was donated to Dress for Success. The partnership drove over 30 million earned impressions.

A collaboration with Hearst created “Prison Breakout”, an advertorial series that showcased the range and depth of the characters. Each publication highlighted relevant character details to drive interest and scale. A live Twitter Q&A with the cast enhanced impact and drove further excitement and buzz.

RESULTSOur integrated campaign increased awareness of OITNB by 33% and likelihood to recommend by 15%. Social mentions increased by 150% compared with the first season.

Orange Is the New Black further cemented Netflix as the home-base for world class original content and storytelling.

USA

NETFLIX

TRANSFORMATIONS GALORECHALLENGEReleasing Transformers 4 in summer 2014 was not a straightforward task. Apart from the inherent challenge of “franchise fatigue”, the opening was bang in the middle of the World Cup in Brazil. With soccer mania sweeping the world, how could we convince viewers to pay to watch another Transformers film and achieve Paramount’s $950 million box office target?

INSIGHTYoung males globally share a common trait - they are notoriously difficult to engage. Trying to get them interested in a movie during the World Cup made our task even tougher. Our research told us we could get their attention if we showed them familiar things from a fresh perspective. So our goal was to surprise and delight them in unexpected ways.

SOLUTIONWorking with media partners who shared our ambition to do things differently, we set out to hijack attention on the World Cup. Only ideas that were truly transformational made the cut:

With Yahoo! we created a global first by integrating live feeds into billboard units that updated with bespoke animations as games unfolded. A Dinobot roared through pages to announce goals or mimic fouls. Bumblebee announced yellow cards. In between games, Transformers delivered rotating ads featuring stats (tailored by country) about the games and players. We finished with Yahoo’s first-ever 360 stream of the Hong Kong global premiere.

A double first with Xbox saw us devise the first oversized avatar pet to symbolize the larger-than-life Dinobot and also create an official skinned Xbox One for Entertainment. Fans participated in sweepstakes to win this coveted collector’s item after they completed viewing trailers and downloaded the Dinobot.

With IGN launching a new website, we created a bespoke ROS HPTO, with a Dinobot breaking through to destroy the old homepage before revealing the new site.

With Millennial Media, we conceived the first lenticular format showcasing robots transforming, which ran internationally in parallel with trailers being played.

RESULTSPerformance surpassed all expectations. We achieved 98 million completed trailer views, tripling our campaign goal, with a CPCV of $0.02. Dinobot downloads beat Xbox’s previous global record by 19%.

Transformers 4 became the world’s number 1 film, with global box office exceeding $1 billion, of which 77% came from international markets.

Josh Greenstein, Worldwide CMO for Paramount, cited MEC’s “smart, innovative pan-regional campaign” as a key contributor to the film’s global success.

PARAMOUNT

USA

TOMCAT: YOU’LL CRINGE, YOU’LL LAUGH, BUT IN THE END, THEY’LL BE DEAD!CHALLENGEScotts Miracle Gro, a brand best known for lawn care, had acquired Tomcat, a ‘rodenticide’ with the tagline “Engineered to Kill.” While this represented a big commercial opportunity, it posed a significant challenge - how could we make it OK for a brand known for growing to now do some killing? D-CON was the category leader, with 28% market share. Tomcat’s goal was to pounce on D-CON and raise market share from 20% to 24% and brand awareness from 55% to 65%.

INSIGHTA mouse in the house is a cue for shame. Any mild-mannered home owner becomes enraged when they see one. The problem, though, was that nobody wants a killer in their house. So what if we cloaked that killer with a wink and a smile?

SOLUTIONWe introduced Tomcat as THE rodenticide - engineered to kill - with a wink and a smile. Humour is one of the most effective ways to create affinity in any category - when it’s done right. That spurred us to use media in inventive ways to establish Tomcat’s distinctive personality, creating a context for the brand that is comparable with other ‘like-minded killers’, such as Kill Bill, The Walking Dead and Resident Evil Extinction. To magnify Tomcat’s efficacy, ‘violence-essential’ sports sponsorships were created via killer match-ups on the NHL and NFL. We

leveraged satirical platforms like The Onion, DeadSpin, Dennis Miller and Opie & Norton to ignite the essence of Tomcat – exemplified by our ‘Dead Mouse Theater’ campaign. To counter D-CON’s heavy TV presence, we created radical new Tomcat content such as long-form video like ‘Rats, the Musical’, a spoof on Broadway’s ‘Cats’. Earned media was stoked by a social blogging forum hosted on Tumblr for venting rodent-fuelled emotion.

RESULTSWe killed it!

Awareness increased dramatically by 37%, pre versus post and market share increased by 4 percentage points. Overall, Tomcat sales rose 22% YOY, at the direct expense of D-CON, which declined by 2 points.

Signs that the context play strategy worked, we witnessed purchase and usage intent lifts of 5 and 8 points, respectively and engagement on the Tumblr social forum spiked at 20%.

USA

TOMCAT

#WHATTHEBLACKCHALLENGEWhen Colgate launched their unique black toothbrush, Slim Soft Charcoal in India they targeted 0.2% share of the super-premium category. This was a fiercely competitive market. Oral-B was an especially powerful established brand with strong equity and a loyal franchise. To add to the challenge, toothbrushes are an innately low-interest category. How could we stimulate consumer attention and differentiate Colgate’s new offering?

INSIGHTOur thinking revolved around three simple truths:

Truth #1 - toothbrushes have a relationship with the consumer that only lasts for five minutes every morning.

Truth #2 - people are accustomed to seeing certain things in certain ways, so providing them with a fresh perspective will create surprise and intrigue.

Truth #3 - black objects are usually considered to be premium, modern, sophisticated and elegant.

SOLUTIONWe set out to create something so disruptive that even a mundane object like a toothbrush would become a public talking point.

We started with tricks to put ‘black’ in the spotlight. Partnering with a blogger directory, we prompted bloggers to write about their most desirable black items. Opinion leaders then continued the discussion on social media. Authoritative voices in the blogosphere and media world were sent one unique black item every day for four days. All were items

that were normally white - black eggs, black tissue papers, black newspapers - and all were associated in some way with the morning routine. The reaction - #WhatTheBlack – saw word spread like wildfire online. These mysterious cues made everyone try to connect the dots and demystify #WhatTheBlack. The puzzle unravelled when influencers received the fourth item: a pack of Colgate Slim Soft Charcoal. The launch announcement across national and regional dailies and news websites uncovered #WhatTheBlack. And hold on….all those newspaper and sites had turned black!

To sustain our earned media momentum, we initiated paid media activity comprising TV vignettes, print, online display, mobile and SEM, as well as in-store promotions.

RESULTSBefore a single penny was spent in paid media, #WhatTheBlack had made Colgate Slim Soft Charcoal familiar to 23 million Indian consumers, saving $260,000 media money, through just 200 KOLs.

Word of mouth-driven demand saw 2014’s market share target achieved within two months, with the product going out of stock. The year ended with sales 250% above target and 0.5% market share attained, far beyond our original target of 0.2%.

India

COLGATE

MILK MOMENTSCHALLENGEOne in four Peruvians suffer from lactose intolerance – and many popular Peruvian ingredients are dairy products. Laive 0%, the number 2 dairy producer, had already launched their 0% lactose variant but faced tough competition from Gloria, the runaway leader in the lactose-free market with 85% share. Laive 0% only had modest media funds available to persuade consumers to switch to Laive 0%.

INSIGHTIn the ‘milk wars’, everyone was fighting to own breakfast, with Gloria heavily targeting mothers to promote the benefits of their product. However, breakfast was not the only ‘moment’ where milk was the key ingredient. We saw an opportunity to move the field of battle to a new territory where nobody was competing - Peruvian cuisine. A distinctive Peruvian consumption ‘moment’ to contend for, with milk as the main ingredient.

SOLUTIONHaving uncovered this insight, the content of the communication also needed to tackle the misconception that zero lactose milk had a different taste and consistency to regular milk when preparing recipes.

Our strategy utilised diverse media: TV, radio, sampling, OOH, magazines, TV sponsorship and digital, which was the hero platform. The real key to success, though, was our use of social listening to understand what consumers were saying and how we could influence them in those Peruvian cuisine consumption moments.

We acted quickly to boost our digital plan and immediately create specific content that amplified the promise that the taste and consistency of Laive 0% recipes were the same. We established an ad group in Google Search specifically focused on recipes, created social interaction and buzz around meal preparation and food ideas. We created posts on social networks and display ads oriented to special meals-related pages. And we optimized the content of Laive’s owned media to give gourmet advice and tips to stimulate higher levels of interaction.

Our campaign made Laive 0% more relevant and exciting by making the brand the ‘hero’ responsible for helping millions of Peruvians to rediscover the joys of their national cuisine.

RESULTSOur agile response to the insights derived from social listening produced amazing results. Sales in supermarkets increased by 80% in the first month and we attained CTRs above 10%.

Laive 0% is now a market leader in Peruvian cuisine.

Peru

LAIVE

UNDERSTANDING THE PRICE-SAVVY SHOPPER THROUGH INTELLIGENT DATACHALLENGECEET, Colombia’s no.1 digital publishing house, tasked MEC with launching their price comparison engine, LOE (LoEncontraste.com), the first of its kind in Colombia. A demanding goal was set - achieve a conversion rate of over 10% within three months. MEC was also given responsibility for managing CEET’s main transactional websites, CyberLunes.com.co and ViveViajar.com. Both sites led their categories and made up the bulk of CEET’s e-commerce revenues. Both were seasonal sites, though, active only twice a year. That made it difficult to gather robust data to help optimise traffic and conversions.

INSIGHTColombians are naturally competitive people who love to compare prices and look for the best offer. This national enthusiasm led us to conclude that LOE, as an always-on price comparison site, could provide us with a seam of rich consumer insights that we could apply directly to CyberLunes.com.co and ViveViajar.com. Our LOE learning could transform the performance of the other two sites.

SOLUTIONMEC became centrally involved in the conception and design of the LOE user experience, going far beyond the traditional media agency remit. This enabled us to collect richer data and better optimise site traffic, whether from paid or organic sources. With no Colombian precedent, we consulted US experts in price comparison engines such as Shopzilla. Their input gave us invaluable guidance for constructing

the user interaction layout and refining the site’s tagging set-up. Tracking parameters were established for all sources of paid, owned and earned traffic. We defined an LOE attribution model using Omniture and Google Analytics, helping to establish referral traffic prices and to efficiently allocate paid media investment. Because our model gave us such a deep understanding of which traffic sources delivered best results, when, and in what combination, we applied it not just to fine-tune LOE but also to optimise our seasonal investment for CyberLunes and ViveViajar.

RESULTSThe LOE launch was a huge success with a campaign conversion rate reaching 12% - and still rising. Some campaigns achieved a conversion rate of 25%.

Crucially, CyberLunes.com.co and ViveViajar.com also thrived. CyberLunes activity in December 2014 generated over one million visitors in one daywith sales reaching us$24 million, up 50% from 2013. For ViveViajar, we improved performance by 50%, achieving a 43% conversion rate with 17,000 conversions from digital paid media in one week.

MEC is now a trusted ally of CEET’s e-commerce division and an active participant in new product development.

Colombia

CEET

MAKING DYNAMO DYNAMICCHALLENGEIn the battle for laundry detergent supremacy in Australia, the fight was getting dirty. Colgate’s Dynamo brand was being outspent 3:1 by its biggest competitor, OMO. And, unlike OMO, Dynamo had no emotional connection with Australian mums. Our challenges were clear; maintain Dynamo’s #1 position and increase brand consideration by 7%.

INSIGHTWhen it comes to her kids, Mum is a one-eyed supporter.

The emotional connection was in the muddy roots of kids sport.

SOLUTIONOur solution was built on one simple central idea: Supporting from every ‘sideline’.

Dynamo would join every Aussie mum in supporting her child’s sports team. Personally. Every advertising line we delivered for Dynamo would be a personal message of support every week to every kid’s sporting team in the country. We partnered with the biggest kids’ sports site in Australia – Sports Pulse. 1.7 million parents visit Sports Pulse every week to view fixtures and results. It’s not just one big community, but thousands of small communities.

But how can a giant FMCG company connect with so many people personally?

We developed ‘smart/dynamically versioned banners’ - a world-first technology which makes every banner into its own HTML5 website. These ad units scan the page they are on, identify relevant information and

pull it into the banner to create hyper-personalised messages. Our banners were set up to scan for no fewer than 17 different variables, such as the team name, wins/losses record, location and league rankings.

Over 1.2 million unique ads were served to Aussie mums, each customised for their child’s sports team. It was literally the biggest precision-targeted ad campaign in category history.

RESULTSWe smashed it out of the park!

1.2 million different banners/lines were dynamically produced.

Banner click-through rates were seven times higher than industry norms.

The business goal was to maintain share - we grew share.

Brand consideration increased by 57%.

Dynamo’s ‘Buy Now’ score increased by 10%.

Fox Sports, the leading Australian broadcaster, was so impressed they acquired the site, renaming it Fox Sports Pulse – the ultimate testimony to the site’s scale and depth as a sporting community, and a great win for all the campaign stakeholders.

Australia

COLGATE

MAGGI® DIARIESCHALLENGEIn most households across the region, a woman’s success is defined within the four walls of her kitchen. As market leaders, MAGGI® wanted to challenge the norms that have long-since surrounded Arab women and help them break out of the boundaries of the kitchen and influence true and positive change in all aspects of their lives.

INSIGHTSo we listened to them; and uncovered one undeniable truth – women in the region are changing: New desires, new ambitions and new ways of seeing things. Yet for all their cravings for new experiences, they lacked the confidence to just try.

SOLUTIONWe wanted to give them a powerful motivation to try. We created the MAGGI® Diaries – four housewives’ cultural and culinary journey around the Middle East, digitally documented and shared. Through their discoveries, our mission was to inspire all women to unlock their potential and make a difference for themselves and the people around them.

Our center of gravity was our owned digital ecosystem with two main pillars:

A first-of-its-kind YouTube channel. A map feature allowed users to follow the journey and consume content. A conversation feature linked to social platforms that allowed viewers to join the conversation around any of the stories and experiences.

The ambassadors own social media presence helped grow the buzz.

Through real-time listening, we also realized what type of content our audience resonated with the most and adjusted our publishing accordingly. Supported throughout by TV and OOH.

RESULTSThe results exceeded all expectations!

We had an outstanding 7% and 6% market share growth in KSA and UAE respectively.

MAGGI® YouTube was the 2nd fastest growing FMCG channel in MENA with almost 11 million views and 11,000 new subscribers (an increase of over 10x) and a view-through rate of 39%.

Facebook achieved a 21% engagement rate while the brand saw a 400% growth on Instagram since its launch. Twitter peaked at an engagement of 9% with 14,959 new followers.

MAGGI® was established as a brand that “inspires me” at a rate of 58%.

And MAGGI® Diaries will be rolled out across 13 markets in the next two years.

Middle East

NESTLÉ

ASIA PACIFIC 37th floor, PCCW TowerTaikoo Place, 979 King’s RoadQuarry Bay Hong Kong Tel +852 2280 3928

Peter Vogel Chief Executive Officer, Asia Pacific peter.vogel@mecglobal.com

GLOBAL 1 Paris Garden London, SE1 8NU United Kingdom Tel +44 20 7803 2000

825 Seventh Avenue New York, NY 10019 USA Tel +1 212 474 0000

Charles Courtier Chief Executive Officer, Global charles.courtier@mecglobal.com

Alastair Aird Chief Operating Officer, Global alastair.aird@mecglobal.com

EUROPE, MIDDLE EAST AND AFRICA 1 Paris Garden London, SE1 8NU United Kingdom Tel +44 20 7803 2000

Alastair Aird Chairman, Europe, Middle East and Africa alastair.aird@mecglobal.com

Tom George Chairman, UK and North Europe tom.george@mecglobal.com

LATIN AMERICA 601 Brickell Key Drive, Suite 804 Miami, FL 33131 USA Tel +1 786 264 7600

Renato de Paula Chief Executive Officer, Latin America renato.depaula@mecglobal.com

NORTH AMERICA 825 Seventh Avenue New York, NY 10019 USA Tel +1 212 474 0000

Marla Kaplowitz Chief Executive Officer, North America marla.kaplowitz@mecglobal.com

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