Cannes Lions

SAMURAI

LEO BURNETT MANILA, Makati City / COCA-COLA / 2012

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Overview

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Credits

Overview

Description

The energy drink category is owned heavily by the market leader, Cobra, which has full and aggressive above-the-line support. That is why we aim for Samurai to continuously gain sales and awareness through targeted efforts that are pervasive, and that fall within the habitual behaviour of the target market. They follow a home-workplace-home routine, so we aimed to capture them during their small and fast break times as one of their daily habits is reading tabloids to catch up on current events and showbiz news.

Execution

We drew inspiration from apocalyptic illustrations of good vs the myriad forces of evil. This ad features a photocopy operator braving a tall line of angry and impatient customers in Manila’s busiest University belt. Not to worry, our photocopy operator is armed with Samurai Energy Drink.

Outcome

Spontaneous Ad Awareness increased by 35%, and Brand Consumption (past 4 weeks) increased by 0.78%.

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