2022 Winners & Shortlists

Why is this work relevant for Direct?

The Burberry HERO campaign is a perfect example of a brand that used the power of direct media to address a problem faced by men in our society today. We used targeted media as "the revealer" of the message to reach the Fashion Vanguards and activated on direct channels most relevant to these hyperconnected audiences. Effective content tied to intelligent media channels and relevant targeting has certainly driven sales, but from a societal standpoint, the brand has struck a chord with our audiences through its relevant messaging and has simultaneously seen an increase in brand awareness and lift.

Background

There have been many strides in the education and conversation around male mental health and in undermining stereotypical expectations of the tough male persona. Many men are still taught from an early age to be strong, and vulnerability is discouraged. The launch of Burberry EDP introduces a new concept that challenges traditional male stereotypes by creating a strong mythical character of depth and contrast – in partnership with the award-winning actor Adam Driver. All men want to be Heroes. The campaign features a man transforming himself into this OWN vision of being a hero by morphing with a horse – this makes him stronger by tapping into horsepower, instinct, and emotions. The brief was to create excitement around the launch of HERO, but also build awareness around the fragrance and the issue of male mental health.

Describe the creative idea (30% of vote)

The latest findings highlight a link between damaging male stereotypes and poor mental health. If we stop and think about it, there are countless examples of damaging gender stereotypes that we may have encountered in the media – the hyper-masculine ladies’ man to useless dads in adverts – this takes a toll and is also represented in the highest male suicide rate in decades. Burberry HERO took this opportunity to create the persona of #ANewMan. By portraying – A HERO is not a fearless man, but a man who pushes through to achieve greatness and surpass his limitations. This would build courage and self-confidence in men by encouraging them to follow their instincts. Our communication highlighted that it was time that men accept themselves as who they are – THE FREEDOM OF BEING YOURSELF. Showcasing that they are daily life heroes, heroes of their own emotions, and ultimately heroes.

Describe the strategy (20% of vote)

The audience strategy was twofold, broken up by the HERO Target (25-40 YO) and the Digital Target – Fashion Vanguards (25-30 YO). The Fashion Vanguards audiences live on social media, are hyper-connected, and can seamlessly blend their online and real worlds. As such, we explored two roles – the role of the fragrance itself, and the role of digital media. The role of the fragrance is to unleash an authentic side of our consumers. The role of media was to reveal that side by being the platform that would allow men to “express their inner hero”. These targets are reached through a campaign, focusing on three core pillars: 1. Content – a social-first approach to communicate our vision of the modern hero #ANewMan 2. Community – Bring Hero to life through different perspectives and an omnichannel gaming experience 3. Commerce – drive online purchase through best-in-class scent and product storytelling

Describe the execution (20% of vote)

Digital media plays a key role as the revealer. The campaign ran on social media with new video placements on Facebook, and collection ads in the consideration phase, supported by influencer activity. The HERO ad ran on a customized list of channels to reach the relevant audiences interested in music, shopping, and luxury goods on YouTube. To boost awareness and break through clutter on TV we ran on high-reach channels covering KSA and GCC. OOH exposure was on high-impact formats allowing sequential storytelling on SZR, along with digital screens and on-ground activation at Dubai Airport & Duty-Free. Instore activation in malls was the crux allowing for engagement and increased consideration and purchase intent. Lastly, on print, we had a GQ exclusive photoshoot and Editorial coverage with Burberry influencer Sami Abdullah and Interview with the Hero perfumer to spread the important message. Ran from 5 Sep 21 - 26 Oct 21.

List the results (30% of vote)

The launch campaign was able to break the clutter and establish the new fragrance in the region. Creatively, assets resonated very well with our audience and over-achieved on all KPIs across video platforms – the message and communication were extremely relevant and struck a chord with our audiences. At the product level, the campaign raised awareness, uplifted its preference, and encouraged males to purchase it soon and recommend it to others. Outstanding sales results: +3 rank in Dubai Duty-Free, September YTD sales above trends by 14.4pts at Sephora, ranked #3 in total Men's fragrance and #6 among total fragrance at Faces, and ranked #3 regionally and #1 in the UAE with a +722% sellout at Debenhams. This was all a result of outstanding media performance: - YouTube: 38.45% VTR, total views 4.4M - TV: 1,403 GRPs, secured #1 SOV - Social: Reach 70%+, VTR 32.36%, 79% FB VTR, 0.88% CTR