Taking on taboos, Corporate Voice | Weber Shandwick challenged consumers to say “condoms” freely. “Condom Bindaas Bol” (Hindi for “Say condoms freely”), the campaign’s tagline, came in response to research indicating that condom use in five Indian states—or 45 percent of the market—was steadily declining.
This year, USAID project Private Sector Partnership-One, India’s ICICI Bank and the Union Ministry of Health and Family Welfare assigned Corporate Voice | Weber Shandwick (CV|WS) to help address the root problem—embarrassment to purchase contraceptives at retail outlets.
The campaign utilised an assortment of emerging media—from viral videos on YouTube to a virtual presence on popular social-networking service Orkut. But most important to its success was the people. CV|WS tasked three female team members with executing the campaign—Ramnika Jain, Shikha Arora and Gunjan Bagga.
“I still remember the day when I first started working on this campaign and for the first time uttered the word ‘condoms’ in the office—everyone looked at me as if I was an alien from outer space,” said Bagga. “They say charity starts at home; breaking the ice with my colleagues and making them understand the need for awareness on the issue was the beginning and from that day to today it’s like ‘Condom bindaas bol’ all over our office,” she added.
The campaign resulted in sales increasing by 6.4% during the campaign period—a full two percentage points higher than the target 4%. Most notably, the number of those who believed that condoms are not meant only for high-risk sexual behaviour increased by 16%, from 54% to 70%.
The campaign was first recognised by the International Public Relations Association, which granted the team a Golden World Award this year in the NGO category. Most recently, CV|WS was rewarded with the highly coveted United Nations Grand Award for Outstanding Achievement in Public Relations.
Sydney and Singapore Give Back to Community
The walls for a new house in Australia went up with Weber Shandwick’s help
Team members bonded as the Habitat home took shape
Weber Shandwick teams in Sydney and Singapore have become involved in their local communities by helping Habitat for Humanity (HFH) and local families build affordable housing.
Recently, 21 team members in Australia ventured to the town of Orange to help build three homes. Suited up and ready to get their hands dirty, the Weber Shandwick team were put to the ultimate test by their supervising builders who had them riveting, laying floor foundations and erecting internal frames throughout the course of the day—all of which tested their levels of strength and agility!
The Singapore team’s efforts lead to a world record-breaking fundraising drive
Not forgetting their roots, Weber Shandwick created a media stir on the day—bringing with them Orange's Prime TV, Central Western Daily and ABC Radio. However, after the mounds of dirt had been shoveled and many a nail-gun fired, it was time for the team to depart the build site. After meeting HFH’s partner families and experiencing their client's work first hand, the team acknowledged what a truly memorable and rewarding day it had been.
Weber Shandwick’s Singapore team also provides pro-bono service to drive HFH's messaging, positioning and publicity campaign for charity.
Recently, the team successfully put HFH in the news with its initiative to build five tetra-pak houses made of nearly 50,000 drink packs. The publicity garnered mass public participation and in turn led to the charity group breaking a world record.
Team members have also contributed with hands-on support from cleaning houses of the elderly, to building houses for the underprivileged in Batam, Indonesia, and Phuket, Thailand.
Nike Shoe Inspired by Liu Xiang’s Soul
China’s all-star hurdler Liu Xiang holding the custom shoe
Before a buzzing crowd of Chinese media and fans, Nike and Weber Shandwick Shanghai unveiled the Air Zoom Liu Xiang Trainer—a shoe designed to fit more than just the athlete’s foot.
Nike designer Leo Chang created the shoe specifically for Athens 110-meter hurdle gold medalist Liu Xiang. “Don’t just put my name on a shoe” were his initial instructions to Chang as they started designing Nike’s first global signature running shoe.
Weber Shandwick’s sports team helped Nike create a talk show-format press conference to launch the new product. This approach enabled Liu and Chang to share the story behind the creation of the shoe. The press conference venue was decorated with traditional Chinese antiques that reflected the shoes’ retro Chinese styling.
The online community was an important part of the campaign. Weber Shandwick collaborated with Nike’s digital division to create a Liu Xiang mini site on Sina.com. Consumers could create a Liu Xiang shoe from their own knowledge of Liu’s accomplishments and personal interests. More than 2,000 participants joined the online program, and the creators of the top-five designs were invited to the launch event.
Weber Shandwick also arranged media interviews with Liu and Chang, resulting in massive amounts of positive internet and traditional media coverage of the new Nike products. Television coverage was also strong, with more than 15 mainstream television stations covering the story in depth.
Kumfs Steps into Hong Kong
Andrew Robertson, Kumfs managing director, and Dr. Jeff Shurr answer questions from Hong Kong media
When Kumfs, New Zealand’s foot-friendly shoe brand, opened its first Asian store in Hong Kong, the company enlisted Weber Shandwick to help raise awareness and promote the importance of healthy feet.
Ahead of the opening, the Hong Kong team organised a media briefing for the managing director of Kumfs, to meet the Hong Kong media. Because of the strong emphasis on healthcare, it was recommended that the client include a medical professional to educate the Hong Kong media about the importance of foot-friendly shoes. A registered chiropractor highlighted the harmful impact of unsuitable high-heels and contrasted this with the functionality of Kumfs.
To show the media that Kumfs is also a beautiful and very stylish brand, Weber Shandwick staged a mini-fashion show. Real-life working women from Kumfs and the Weber Shandwick team displayed their modelling skills and gave the Hong Kong media a preview of the spring-summer designs in action.
The media briefing resulted in extensive coverage in the Hong Kong media including key daily, lifestyle and health publications, which successfully enhanced public awareness about foot problems and highlighted the unique style and comfort of Kumfs. Furthermore Kumfs was successfully positioned as the leading stylish and foot-friendly footwear brand.
Ms Lily Awards Blossom in Japan
The award aims to bring the red lily to the forefront of Japanese public awareness
Japan’s Ms Lily Awards—an annual, star-studded event—aims to raise awareness of red lilies, formerly unfamiliar to Japanese consumers and florists.
For the sixth consecutive year, Weber Shandwick in Tokyo organised the annual Ms Lily Awards ceremony on behalf of the Netherlands-based International Bulb Centre and the Japan Flower Bulb Trade Association.
This year it was attended by the ambassador of the Netherlands, His Excellency Ambassador Alphons Hamer, who presented the award to popular actress, Ryoko Yonekura.
The team in Tokyo provided media relations support for the campaign as well as a media desk, and organised the delivery of posters to 10,000 florists and members of the Japanese floral trade. Their efforts reached millions of consumers and retailers across the country. More than 100 journalists from major print, wire services and television media covered the event.
Hairstyling Legend Visits China
Sam McKnight on his tour de Beijing
World-renowned hairstylist Sam McKnight—who has worked with super models, high-fashion brands and numerous celebrities including Diana Princess of Wales, Nicole Kidman, Madonna, Cate Blachett and Kate Moss—visited China as a Pantene Global Ambassador to promote the upcoming launch of Pantene Styling products.
Weber Shandwick’s consumer team in Beijing was honoured to host the world fashion icon. Despite having a tight schedule, McKnight showed great enthusiasm as he met with local media, granted exclusive interviews and appeared on a popular CCTV 9 news talk show. The next day he visited the first domestic beauty shooting of Vogue China and saw the Pantene Look of Season shoot.
“This is the best ever,” McKnight was quoted as saying of the trip. As for the Weber Shandwick team, they will certainly not forget rubbing shoulders with this fashion-world celebrity.
Digital Lifestyle Launches in Malaysia
The launch was held at an ultra-modern venue, The Loft
Dato Badlisham Ghazali, CEO MSC Malaysia, is shown the unique features of the Zeta prototype
MSC Malaysia, a thriving dynamic information and communication technology hub, and British Telecom (BT) partnered to launch a first-of-its-kind Digital Lifestyle Programme. The initiative was designed to drive technology-partnering between multinational companies and Malaysian small- and mid-sized enterprises (SMEs) through the conceptualisation, creation and development of new broadband-based products and services.
The event was a landmark collaboration between the two telecom giants, pioneering the concept of open innovation in Malaysia.
The central concept of open innovation is that it requires the borders that typically enclose companies’ R&D efforts to become porous. BT has made available prototypes of next-generation broadband products and services to Malaysian SMEs, a good model as it allows BT to focus on up-stream R&D, channeling the output to SMEs who can create commercial products and services from it.
Three broadband-based proof-of-concept prototypes were introduced at the launch event—the Community Calendar, a network-enabled calendar; MyFrame, a digital photo frame that also delivers events, time and data; and Zeta, a live network entertainment platform for social outlets.
Weber Shandwick appropriately organised the launch event at The Loft, Suasana Sentral—an ultra-modern, contemporary show unit that was the perfect location to showcase the prototypes and their capabilities in a lifestyle setting. Present at the launch event to announce the programme were high profile executives from MSC Malaysia and industry associations.
Weber Shandwick secured a pool of top-tier technology and business media for the event, resulting in positive in-depth coverage positioning the strategic alliance between MSC Malaysia and BT successfully.
Patient Advocacy Group Assembles in Asia
Goo-Hyeon Yoon, Liver Korea, emphasised the challenges of CHB in South Korea
Stephen Morgan, director of Asia Pacific Healthcare, welcomed patient representatives from six countries across Asia
Against the backdrop of an increasing role for the patient voice in Asia, the second Chronic Hepatitis B (CHB) Patient Group Meeting was recently held in Hong Kong. Representatives from China, Korea, Malaysia, Singapore, Taiwan and Vietnam joined the meeting, which was supported by a GSK non-restricted educational grant with Weber Shandwick acting as secretariat.
New survey data from The Patients’ Perspective Survey 2007 were shared with participants. Survey insights included patients’ lack of awareness of treatment goals, their need for greater information outside doctors’ consulting hours and belief in a cure where none exists. This data also revealed a range of unmet educational needs for patients, from compliance through to an understanding of treatment duration.
The meeting provided an opportunity to discuss regional PR initiatives. Feedback was positive with participants generally agreeing that initiatives could support existing local communications activities.
Presentations by two participants, Goo-Hyeon Yoon from Liver Korea and professor Chong Ao Su from the Chinese Foundation for Hepatitis Prevention and Control were united in showing the burden of CHB for many people in Korea and China. Professor Cho also shared preliminary details of plans for the first awareness day for Hepatitis, urging Asian participants to collaborate in support of World Hepatitis Day on 19 May 2008.
Participants agreed on the importance of meeting annually to share best practices between countries/regions and improve awareness and generate a deeper understanding of CHB among patients. All participants agreed the secretariat should facilitate discussions and cooperation outside of face-to-face meetings, as well as coordinate relevant materials and actions for the upcoming WHD in 2008.
Recognising that car owners are highly interested in learning about car and engine maintenance, ExxonMobil aimed to educate Chinese motorists of its premium quality engine oil’s ability to deliver enhanced engine protection and performance. The corporation partnered with the automotive department of one of China’s top-ranked universities, Tsinghua University, to bring the most up-to-date information on car maintenance from the industry to Chinese car owners.
The campaign was dubbed “Dr Mobil.”
The Shanghai team hosted a media gathering at a Mobil 1 Car Care Outlet (CCO) earlier this year. Bringing the automotive education program to life, Dr Mobil illustrated the importance of engine maintenance through an onsite car model. A live engine demonstration and 30-point safety check highlighted the benefits of synthetic oils and high standard services offered at Mobil 1 CCO.
Chevy Takes the SUV to Thailand
Weber Shandwick Thailand was assigned the task of helping General Motors’ Chevrolet Division launch Captiva, its first SUV in the Thai auto market, during a time of political instability and sky-high gasoline prices.
The team designed a multi-faceted turnkey launch package including a plant event with 3,000 employees and media to unveil the first Captiva, a VIP lifestyle party for customers and a ride-and-drive for journalists from Southeast Asia.
The results were beyond anyone’s expectations; more than 100 journalists participated in the test drive and positive coverage splashed all over the media regarding Captiva’s “balanced” nature of SUV and economical features.
New Singapore Mall in the Spotlight
Weber Shandwick ensured the ultra-luxurious shopping/retail development made headlines
Following a three-way pitch, Orchard Turn Developments Pte Ltd. recently appointed the Singapore team to manage a six-month retainer programme for shopping mall, ION Orchard. The iconic mall—strategically situated above the Orchard Mass Rapid Transit station—is the shopping centre component of a retail-cum-super-luxury-residential Orchard Turn development jointly owned and managed by Singapore’s CapitaLand Ltd. and Hong Kong’s Sun Hung Kai Properties Ltd.
To keep ION Orchard in the news during the lead up to its opening in 2008, Weber Shandwick developed a communications timeline of key milestones beginning with the name launch in July 2007. “ION Orchard”, the new name of the mall, was unveiled at a press briefing held in the client’s luxurious retail show suite, at the corner of popular Paterson Road and Orchard Boulevard.
The event was attended by over 30 journalists and 10 key influencers including representatives from government boards, industry bodies and fashion stylists. Significant buzz was generated among Singaporeans through positive coverage across the dailies, wires, broadcast media, and lifestyle and design magazines.
Moving forward, Weber Shandwick will continue to keep ION Orchard in the limelight through initiatives such as tenant signings and designer forums as well as strategic profiling of key spokespersons.
Wall’s Ice Cream Now on the Net
Gig-A-Bite 2 harnessed the power of telecommunications
The interactive campaign drew ice cream lovers to Wall’s
The Thailand office worked with Unilever’s ice-cream brand Wall’s to move the Cornetto ice cream into the digital space. This was achieved through a co-promotion with Motorola and a local mobile phone company to launch “Gig-A-Bite 2”.
The promotion included a simultaneous launch of an online version of the campaign that included contests, games and social-media features to encourage the teen audience to add the URL to their list of frequently visited sites.
The partnership, along with a very hip positioning of Cornetto as a lifestyle brand, resonated with the local media who are always interested in new ways established companies are marrying digital with their traditional campaigns.
NFL Gets First Down in China
Chinese-language NFL ads featured the New England Patriots Cheerleaders
NFL, the most popular professional sport league in the United States, has set out to market its game in China. To carry out these tasks, the league appointed Weber Shandwick in Beijing to provide strategic counsel and media relations with the objective of raising awareness for American football and NFL among the Chinese public.
The agency has carried out various activities during the summer to promote NFL like the Warrior Crown flag football tournament for middle school students across China, where it successfully organised media support to promote the game. Weber Shandwick also leveraged NFL’s summer tour by pitching various big stories for NFL in China’s most popular media including FHM, Men’s Health and Sports Illustrated.
To announce the news of NFL’s establishment in China and its media initiatives, the Beijing office organised a media luncheon at the end of the summer to give a clearer view on the Chinese NFL roadmap.
Impressed with the works that the agency generated, NFL is currently working with the Beijing team to kick off a long-term plan to promote the game of football and build a solid Chinese fan base.
National Geographic Displays Doomsday
The media programme showcased the National Geographic Channel’s in-depth reporting on natural disasters.
The National Geographic Channel (NGC) and the Thailand office have been working together to boost the programme’s profile in the nation.
To enhance NGC’s positioning as the leading source for TV documentaries, Weber Shandwick leveraged Thai audiences’ interest in natural disasters following the devastating tsunami of 2004 by designing a media programme around an upcoming documentary called “Doomsday Volcano”.
The agency pitched a key opinion leader from Thailand’s government and a well-known figure from the National Disaster Warning Centre to speak at the event about disaster preparedness. The event was held at a Greek restaurant in line with the documentary, which takes place on the Greek island of Santorini.
The return on investment was significant, with TV stations and newspapers attending the event and contributing to more than USD130,000 in advertising equivalent coverage. A number of leading dailies dedicated full pages to the subject, many featuring the story on page one of their culture, science or entertainment sections.
New Covidien Facility Opened in Shanghai
Covidien executives at the Chinese-themed launch event
A sign outside Covidien’s newest Shanghai Manufacturing Facility
In 2007, Chinese President Hu Jintao stated, “To be a relatively well-off and harmonious society, China should expedite the development of medical services in rural areas, promote community-based clinics and medical and healthcare reforms.” As China’s healthcare industry continues to develop, Weber Shandwick’s specialties in the field make it a sought-after agency.
Covidien Ltd. (formerly Tyco Healthcare) recently enlisted the agency to help organise the grand opening event of their Shanghai Manufacturing Facility. The event successfully kept Covidien top of mind among key industry players in the healthcare market in China and demonstrated its commitment to improving patient outcomes in China. Hospital groups, association members and government officials were invited to the event.
Global CEO Rich Meelia suggested that Covidien’s goal is to ultimately integrate new technology and global treatment norms into local practices to strengthen healthcare in China—an example of corporate social responsibility aligned with government goals.
Haier “Inspired Living” Alive in Malaysia
Media were captivated by Haier’s high definition LCD TV during the product tour
The product tour showcased Haier’s latest range of innovative, state-of-the-art products and cutting-edge technology
Haier Electrical Appliances launched its comprehensive spectrum of home appliance products at the Genting International Convention Center in Malaysia under the tagline “Inspired Living”.
Recognising the potential media interest in the event, Weber Shandwick exploited the full spectrum of possible angles by catering Haier’s key messages to each of the specific genres, resulting in a phenomenal turnout of 39 media ranging from business, lifestyle and technology dailies, long-leads and broadcast.
Tackling the coordination of getting the large group of media to the event venue (more than an hour from Kuala Lumpur city), attendees were provided with breakfast before boarding the new, high-powered and spacious bus. The group was satisfied and comfortable on the hilly trip to the cool mountainous top where Genting Highlands is located.
The product tour showcased Haier’s latest range of products, including the high definition LCD TV. Media experienced first-hand the innovative, environmentally-friendly, ascetically-pleasing products with cutting-edge technology.
The event was a tremendous success, garnering extensive, prominent coverage from the media across the board. It succeeded in reinforcing Haier’s brand and technology innovation leadership in the electrical home appliances industry.
