GLOBE. Best Trade Marketing, Retail Specific or Channel Specific Campaign. Walmart Soundcheck Lunchbox, LP, USA Unilever. Campaign: Agency: Client:

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1 GLOBE Campaign: Agency: Client: Walmart Soundcheck Lunchbox, LP, USA Unilever The Challenge: Soundcheck is a multi-channel marketing and merchandising program created to increase awareness of Unilever Personal Care products and New Release music online and in-store at Walmart.

2 Agency Response: A campaign engaging consumers on multiple levels including mobile, digital, social media, in-store merchandising and signage, in-store television and print was created to support the program. Leveraging the familiarity of Unilever personal care brands and music artists allowed the Agency to reach a large, targeted consumer base. Marketing collateral included both Unilever branding and artist elements to communicate Soundcheck as a program dedicated to bringing the latest artists to fans. The Results: Total incremental sales associated with the program for Unilever items was $20MM. Walmart Music had an average of over 25% lift on digital and physical sales of artists featured in the program. A market basket analysis has shown a higher instance of sales of music and the promoted personal care in the same basket.

3 Silver Campaign: Agency: Client: Mumbai Smiles for a World Record Mudramax, India Wrigley India The Challenge: While Wrigley s advertisements promoted the oral care benefits of the Orbit Sugar-free gum, customers still perceived the product as just another sweet chewing gum. The objective of the exercise was to encourage Dentists, the experts in oral care, to inform people on the benefits of Orbit Sugar-free gum. Agency Response: The World Dental Show was to be staged in Mumbai and the Agency decided to use this event as a platform for the promotion for dentist endorsement of Painless Oral Care under the theme Mumbai Smiles. 600 participating dentists met with consumers and told them how to avoid coming to their clinics by using simple dental care habits, which included using Orbit. The Indian Dental Association agreed to collaborate.

4 To add impact and participation, the Agency decided to attempt a World Record for an Oral Care Marathon and be recorded in the Guinness Book of Records. The Results: The Mumbai Smiles program by Orbit, became the first of its kind event in Indian history where 3,377 consumers willingly came forward for an oral check up by 600 participating dentists in the non-stop 24 hour marathon. The Guinness Book of World Records recognised 3,377 people participating in a 24 hour Oral Care Marathon, supervised by 600 dentists as a New World Record! Orbit Sugar Free Gum s product benefits have now been officially accepted by the Indian Dental Association! With the ensuing PR mileage and the effective check up costs, the event was 100% subsidised. An effective zero cost for the client!

5 Bronze Campaign: Agency: Client: Carlton Dry Fusion Lemon - Facebook Creative Activation (CSM), Australia Foster s Australia The Challenge: Competition was strong in the rapidly growing low carb beer segment in Australia, due to the influx of new brewers and new flavours. Customers had more choices than ever before and trade shelf space was an issue. Taste tests indicated that the new Carlton Dry Fusion Lemon low carb product was a winner. A great tang of lemon and salt promised popular appeal to both male and female markets. The challenge was how to: Sample to 10,000 drinkers. Execute an awareness campaign without ATL or media support. Engage the Retail Trade Partner BWS, to generate in-store displays, even though they re traditionally at odds with sampling as it usually means they miss a sale.

6 Carlton Dry took the challenge and targeted the (tough to crack) 18 to 24 year olds to sample their new Carlton Dry Fusion Lemon brand. Agency Response: The Agency message was compelling. Free beer. Two extremely motivating words. Next, where would you find 10, to 24 year old drinkers? They re not glued to traditional media, but they were on Facebook. This campaign, to launch a new product launch via Facebook was the first of its kind in Australia. Facebook aficionados could now shout each other a real free beer, a real Carlton Fusion Lemon. The mechanics were simple and the age requirement was controlled. An Facebook application was made available. Consumers completed it, printed a voucher, and redeemed it at a BWS store for a free beer. The Results: Within four weeks of the launch, all targets had been well and truly exceeded. The sampling campaign (200% above target & 15 million page impressions) quickly segued into strong product sales, which produced a positive effect in all BWS outlets, not to mention the traffic that had been driven into their stores. BWS experienced heavier store traffic, reordered stock and promoted the product as a result.