Title | GORILLA. DRAGONS. BELIEVERS. |
Brand | CORNING GORILLA GLASS |
Product / Service | CORNING GORILLA GLASS |
Category | C05. Co-Creation & User Generated Content |
Entrant | FLEISHMANHILLARD INDIA Mumbai, INDIA |
Idea Creation | FLEISHMANHILLARD INDIA Mumbai, INDIA |
Idea Creation 2 | FLEISHMANHILLARD Beijing, CHINA |
Idea Creation 3 | DOREMUS San Francisco, USA |
PR | FLEISHMANHILLARD INDIA Mumbai, INDIA |
PR 2 | FLEISHMANHILLARD Beijing, CHINA |
PR 3 | DOREMUS San Francisco, USA |
PR 4 | BRODEUR PARTNERS Boston, USA |
Production | GMR MARKETING Milwaukee, USA |
Additional Company | BIG TABLE CREATIVE Portland, USA |
Name | Company | Position |
---|---|---|
Yusuf Hatia | FleishmanHillard India | Sr. VP & Sr. Partner, Managing Director |
Abhishek Vora | FleishmanHillard India | Account Director |
Kaveri Roy | FleishmanHillard India | Senior Account Manager, Digital |
Devleena Dutt | FleishmanHillard India | Senior Account Manager |
Darshini Makadia | FleishmanHillard India | Senior Account Executive |
Esha Jolly | FleishmanHillard India | Account Executive |
Himani Sharma | FleishmanHillard India | Assistant Account Executive |
Rachel Catanach | FleishmanHillard Greater China | President and Senior Partner |
Helena He | FleishmanHillard Greater China | Sr. VP, General Manager, Digital & Social |
Graham Fordyce | FleishmanHillard Greater China | Executive Creative Director |
Suki Zhao | FleishmanHillard Greater China | SVP |
Danny Kang | Doremus China | Account Director |
Henny Wang | FleishmanHillard Greater China | Account Manager |
Eugene Wu | FleishmanHillard Greater China | Assistant Account Executive |
Joanna Berke | Doremus | Group Account Director |
Amanda Wybolt | Doremus | Director, Experience Strategy |
Emma Jaugan | Doremus | Account Supervisor |
Artem Peplov | Doremus | Analytics & Ad Operations Director |
Artem Peplov | Doremus | Analytics & Ad Operations Director |
Michael Essex | Doremus | Marketing Analyst |
Michael Brewer | Brodeur Partners | Partner |
Steve Marchant | Brodeur Partners | Partner |
Heather Shea | Brodeur Partners | Senior Vice President |
Casey Gartland | GMR | Vice President |
Emily Morrison | GMR | Account Director |
Kerry Draeger | GMR | Supervisor |
Shannon Scott | GMR | Account Executive |
John Packer | Big Table Creative | Principal |
Mat Mathey | Big Table Creative | Designer & Partner |
For B2B glass manufacturer Corning Gorilla Glass to partner with a world leading celebrity rock group is in itself an original idea. Alongside unique programs created for the US and promotions in several other countries, this campaign took that idea further by making the content and reach culturally relevant in two of the key global markets for millennial users of smartphones, by engaging with musical talent and influencers in China and India. The enormous organic global sharing of the Imagine Dragons ‘Believer’ tribute tracks and music videos demonstrates the powerful earned audience impact of this truly multicultural, multi-channel campaign.
The last product we touch at night and first thing next morning is likely to be the Corning Gorilla Glass on our smartphone – a product designed into more than six billion devices worldwide, by over 45 brands. And yet Gorilla Glass is, literally, invisible. One of the world’s few ingredient brands. Promoting a brand so many people hold in their hands everyday but don’t know it, is a significant challenge. Making it relevant and visible to a young, connected generation is even harder! So, Gorilla Glass researched the content consumption habits of millennials across three important markets –China, the largest smartphone market, the fastest growing major market, India and the US. Music emerged as a universal content type consumed by 69% of the target audience. 61% use smartphone as the #1 device to listen to music. To reach millennials, the world’s largest group of smartphone owners, music was key.
With music the most influential form of marketing content for millennials, and the glass on their smartphones enabling their digital lives, Gorilla Glass worked with world leading rock band Imagine Dragons, to deliver a campaign across three key markets over several weeks, culminating in a one of a kind fan experience concert in Las Vegas: The Origins Experience. Fan engagement was at the campaign core. The challenge: to make it relevant to consumers in the critical markets of India and China, where local music dominates western rock. So, we re-created Imagine Dragons’ song ‘Believer’ through tribute tracks with local artists that resonated with local culture. For a glass manufacturing b2b company to create brand visibility through a rock music partnership was unique but compelling. And we got to have a lot of fun! From a global online treasure hunt to a 10ft gorilla in Vegas!
The core consumer/audience for both Corning Gorilla Glass and Imagine Dragons, is millennials. Studies show that most value experiences over products, hence the campaign platform of a one-its-kind concert by the band to be held in Las Vegas, US, in collaboration with Corning Gorilla Glass, exclusively catering to their biggest fans across the globe. While the exclusive concert was the keystone of the campaign, the challenge was to make the collaboration between the brand and the band relevant to consumers in markets like India and China where local music dominates western rock. So, we recreated the Imagine Dragons’ song ‘Believer’ in a unique local style for China and India! A strategy so successful that we saw nearly 30 million video views, almost half a million social engagements and even spawned entirely organic reaction videos as far afield as the Caribbean, Russia and Europe!
To engage and excite millennials across US, India and China, key tactics included: • Creating experiences – Live concert and viewing parties • Co-promoted with OEMs – Xiaomi in India, Fitbit in the US, and OPPO in China • Leveraged KOLs – High-profile media partners and KOLs, across regions • Drove hyper-local on-the-ground connection – Activations at popular college festivals Local music video versions of Imagine Dragons track ‘Believer’ by key music influencers: • Indian Jam Project (IJP) using Indian instruments, shared across IJP’s 250K+ social media subscriber base. Amplification by influencers made it a viral sensation with nearly 8 million views and the highest engagement numbers that Corning has ever seen. • Chinese celebrity fan, Tifa Chen, created her rendition of ‘Believer’ featuring Mandarin rap and delivered millennial insights on the music-smartphone relationship, emphasizing the brand attributes of Gorilla Glass as a protective cover for smartphones
Campaign results: - Total reach: 1.7 billion across multiple markets - Engagements: 15.4 million - Video views: 29.8 million - Social mentions: 448,000 - Visibility across key media: Rolling Stone, NDTV, The Times of India, HIT FM, QQ Music - Growth in YouTube subscribers: Up by 82% from 11K to 20K in 3 months The campaign helped establish Corning Gorilla Glass as a pro-music, pro-art, innovation brand, positioning it as an attractive ‘ingredient’ brand for millennials who dominate smartphone consumption. Many online visitors came for the great music that Gorilla Glass created but more consumers than ever ended up staying and subscribing to Corning Gorilla Glass channels – subscription to Corning’s channels jumped by 80%+. The campaign, across India, US and China, delivered on establishing strong brand recall for Corning Gorilla Glass among the millennials seamlessly through media outreach, influencer and social media reach and content amplification.