Seasonal Marketing

#SuperSickMonday

Each cold/flu season Mucinex fights to regain attention. But with top-of-mind awareness stalled and national consideration shifting to something totally unrelated to sickness—The Big Game—we needed to shake things up. To refocus people on real sickness, we leveraged an insight about faking sick the day after the game. Super Sick Monday was the result. It inserted Mucinex into the national big game conversation, helped us own the Monday after and sparked a phenomenon. Within a week we generated 1+ billion impressions and nearly doubled our TOM awareness.

Brand: Mucinex
Client: Reckitt Benckiser
Agency: McCann New York
Language: English

Ho Ee Ki - Let It Go

The Chinese community perceived Mudah.my as a second-hand marketplace and avoided shopping on it during Chinese New Year festival. To fight this cultural taboo, we turned a common saying in Hokkien into a catchy phrase - 'Hoeeki' (Let It Go), asking consumers to let go of their old items on Mudah.my to receive greater blessings in return. In a season of buying, we focused on selling! 'Hoeeki' garnered 5 million views, turned a three-year trend of decline in listings into a 7% increase and became a flagship property for the brand.

Brand: Mudah.my
Client: Mudah.my Sdn Bhd
Agency: Isobar Malaysia
Language: English

Macho que se respeta, respeta

Brand: Holcim Fuerte
Client: Holcim Ecuador
Agency: Maruri Grey
Language: Spanish