Spikes Asia 2010 – JWT Bangalore’s ING ‘Chase’ Film Wins Silver

In the grave-yard year for financial services ING Vysya was one bank that dared to invest in brand building. Partnering with JWT Bangalore, it’s Jiyo Easy (Live Easy) campaign built reach, drove salience, improved imagery endorsements for the brand, significantly bettered category advertising recall norms, broke clutter, generated leads and led to thousands of new account openings in little over a month, all the while giving the popular phrase “laughing all the way to the bank” an altogether different meaning!

The campaign achieved all of this because it provided a simple yet highly relevant promise of ‘easy banking’ in a humorous and highly engaging way. At a time when customers’ lives were pretty stressed out and complicated, it refrained from being preachy, high-handed or mirror-holding, but instead used humor as a recess for the recession. From “ING Who?” to “the bank that makes banking easy” was the vast chasm that ING Vysya’s campaign set out to bridge and it more than achieved its objectives by increasing awareness of the brand and doubling imagery perception on ‘easy’.

Banking advertising has historically been about hardworking people working day and night to keep their customers satisfied. Typically their symbolism had revolved around smiling faces and conscientious handshakes. ING clearly wanted to be the un-bank. We wanted to steer away of category clichés like ‘ROI’, ‘growth’, ‘trust’, ‘partnership’, ‘prosperity’, ‘relationship’, ‘commitment’, ‘customer focus’ etc. We felt ‘Ease’ was both relevant and yet different, since nobody had taken it as a long term platform in India. And though ING only made banking easier, creatively we wanted to peg the brand at a higher plane and therefore extrapolated the brand promise into the creative tagline of ‘Jiyo Easy’ which means ‘Live Easy’.

The awarded film from the campaign places the feature of easy replacement of lost debit cards in an interesting context. Senthil Kumar, Tina Sachdev and Ratindra Dasgupta were the Creative Team that worked on the campaign.

Cannes 2010 - Winning Case Studies from JWT (Part 3)

Picking up from the 'Believe' campaign from Christmas of 2008, Macy's along with JWT NY, unveiled their 2009 Christmas campaign not by creating just another commercial but by going beyond the confines of conventional advertising and creating a property that has the potential to become a Chirstmas holiday ritual.

Cannes 2010 - Winning Case Studies from JWT (Part 2)

Continuing our tardy updation of JWT's winning cases at Cannes.
Here's another one from JWT Italy for Heineken. They tackled the lack of beer consumption (and hence lack of interaction with the brand) during Valentine's Day with the introduction of a truly innovative product: Beer Gloss.

Cannes 2010 - Winning Case Studies from JWT

With more posts to come , here are two winning campaigns by JWT Italia and Capetown.

Heiniken - Auditorium by JWT Italia

Taking Consumer Engagement to the next level , the campaign idea by JWT Italia truly did made its Target Audience spend quality time with their favourite beer - Heiniken.

My First Book by JWT Capetown

The campaign not only instills the importance of ‘going green’ but it also contributed to the education of many underprivileged kids around the world.

JWT wins at AME Asia

A particularly debated topic in recession-dominated 2009 has been the criticality of effectiveness of brand communication. The AME competition, now in it's 7th year, not only identifies Asia's top creators but rewards those that add value to consumers and businesses.

JWT Mumbai posted two major wins in the recently concluded Asian Marketing Effectiveness Awards. JWT Mumbai's Teach India campaign won Bronze in the Most Effective Use of Direct Marketing category, and their Lux Temptation campaign, for Hindustan Unilever Limited, won Gold in the Most Effective Use of Public Relations category.

To find out who else won at AME 2009 click here.
View the 2 winning entries from JWT Mumbai here.

JWT India Sweeps the EFFIES in Mumbai

Services: UNICEF Red Ribbon Express - Bronze.
Corporate: Times of India Lead India - Gold.
Internet Digital: Pepsi My can - Bronze.
Integrated: Times of India lead India - Gold
Marico Uncommon Sense Award: Times of India Lead India ( recognition award).
Consumer: DTC Diamond bride - Bronze
Sunsilk Gang of Girls - Bronze.
Fritolay Kurkure Face on Pack - Silver
Nike Gutsy Cricket - Gold
Sunsilk Gang of Girls -
Yahoo Big Idea Chair for digital online advertising.
Times of India Lead India - The Grand Effie
Bennet Coleman Co. - The Effie Client of the Year
JWT India - Agency of the Year

JWT India Wins Big at AME, New York

JWT India won the prestigious AME GOLD Medallion, the AME Silver Medallion and two finalist certificates awarded at the 2008 Advertising and Marketing Effectiveness Awards in New York, amongst competition from 30 countries.

Winners list
De Beers - De Beers Wedding Program : Integrated Marketing, AME GOLD MEDALLION
UNICEF India -Red Ribbon Express: Guerrilla/Alternative Media, AME Silver Medallion
Kellogg's India - Kellogg's Special K : Foods, Finalist Certificate
Bennet, Coleman and Company Ltd. - The Times of India : Media Promotions, Finalist Certificate
Click Here to view all the AME Winners of 2008.