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  • 1. WE TELL OUR CLIENTS:IT AIN’T MAINSTREAMIF IT AIN’T MULTICULTURAL © barrettandwelsh
  • 2. TODAY I WANT TO SHOW YOU WHAT HAPPENSWHEN MULTICULTURALIS THE MAINSTREAM © barrettandwelsh
  • 3. Home runsSOME GREAT ADS FROM MULTICULTURAL “HOME” COUNTRIES AND WHY THEY’RE GOOD.Presented by Gavin BarrettFounding Partner and Creative Director,Barrett and Welsh Inc © barrettandwelsh
  • 4. Virgin Mobile The Indian Panga LeagueThe backgroundThe Indian Premier League is India’s professional cricketleague. It’s the second-highest paid league in the world(after the NBA). In 2010, IPL became the first sportingevent to ever be broadcast live on YouTube.The productVirgin’s reduced long distance calling rates. .005¢/min.
  • 5. Virgin Mobile The Indian Panga LeagueThe Virgin insightLong distance is cheap.Insulting a rival cricket fanis priceless.
  • 6. Virgin Mobile The Indian Panga LeagueThe Virgin IdeaIntroducing the Indian Panga(Insult/Scrap/Fight) League.Fan rivalry hits the major league.
  • 7. © barrettandwelsh
  • 8. © barrettandwelsh
  • 9. © barrettandwelsh
  • 10. Virgin Mobile The Indian Panga LeagueResults110 commercials were made. A few of them ranbefore the campaign was banned and taken off the airto Virgin’s delight. They went viral on YouTube.39,480 YouTube views in a week (now > 600,000);1,643 Facebook fans, 50,000 mentions on Twitter.There were 1,10,000 hits on the website in five days.Virgin spent almost nothing on bought media.
  • 11. Nokia N96The askMake the target want this mobile phone so much thattheyd pay the equivalent of 5-months’ salary to get one.The productThe limited edition $1300 Bruce Lee Nokia N96 phone.
  • 12. Nokia N96The Nokia insightOnly cult heroes and objectfetishes produce this level ofirrational desire.
  • 13. Nokia N96The Nokia IdeaUse “limited edition” buzzaround a cult- and cultural iconto promote the off-the-shelf N96.
  • 14. © barrettandwelsh
  • 15. Nokia N96ResultsCreated by JWT Beijing, the Bruce Lee Ping Pong viralad was an instant success. 24 hours after launch, the10 sec teaser generated 1 million views.A China-only promotion went viral globally with 16+million global views, 1.2+ million unique visitors tocampaign site v target of 10,000.All online stock ordered in LESS THAN 5 DAYS –Estimated value in earned media more than US$3million