India Gate Basmati Rice is a leading packaged rice brand with over 40% market share in India, and campaigns historically targeted at women. However, the pandemic and subsequent lockdown saw a surge in the number of men participating in household activities, including cooking. India Gate saw potential in this behavioural shift to not only drive brand consideration, but to positively contribute to a wider conversation around gender stereotypes.

Many Indian urban households have domestic help for cooking and cleaning. However, lockdown and social distancing removed most of these from family homes, encouraging more men to get involved with general household duties.

At a time when audiences relied on digital connections, and digital and social channels were the key medium for engagement, we partnered with content studio, Blush, to help us build a narrative that would resonate with our target audience. Curated entirely from home videos, we created an ode to #MenAtWork, celebrating men for their role in breaking gender stereotypes.

In the absence of any scope to execute an on-ground shoot and create content during lockdown, we took a different approach by utilising user-generated content which also served to connect with the broader audience at a personal level. This was a pioneering approach by a brand in this category which is usually targeted exclusively at women, but which tapped into the opportunity to talk to men at just the right moment.

views in the first five days from the release date

engagement with Facebook retention rate of 23%

spike in brand mentions across social media

increase in "It's a Brand For Me" scores

Going further to break gender norms with #MenAtWork

Sebamed Clear Face Cleansing Bar was only available at chemists and mostly on a doctor’s prescription. USV wanted to make Sebamed a consumer brand and increase its accessibility by expanding distribution channels.

Toilet soaps is an extremely cluttered category in India with Unilever dominating the segment with brands including Dove, Lux and Pears. The task was to gain market share by positioning Sebamed as a soap for sensitive skin – an area where there was no direct competition - and to generate awareness with an impactful launch.

The toilet soaps category in India is largely promoted by Indian film celebrities with the promise of beauty and fairer skin. Sebamed wanted to launch its sensitive skin cleansing bar with a USP none of the competitor brands could claim – soap with a pH 5.5 - the optimal level for sensitive skin. This led to the launch of a campaign with the slogan:

‘Filmstars ki nahi, science ki suno (don’t listen to the filmstars, listen to science)’.

Our approach was to use guerrilla marketing with comparative advertising and to focus on building maximum reach, visibility and talkability before Unilever could reactively respond. The campaign was launched across TV, print, OOH and digital, directly comparing Sebamed to its competitor brands. Using TV planning tool BARC to understand competitor plans and strategies for the past 18 months helped us create a shadow plan which strengthened the comparative campaign.

With typical guerilla marketing tactics, the campaign launched with utmost secrecy on a Friday, allowing us to create some buzz in the market before Unilever went to court the following Monday. Sebamed was however allowed to continue with the campaign as the claims were based on scientific facts. Due to the high campaign visibility and talkability, Sebamed was quick to garner awareness among non-users and competition users.

Brand searches in the launch period

Impressions from the core female audience

of total awareness among non-users/competition brand users

Growth in sales

Sebamed cleansing bar was successfully launched in Jan ’21 into a highly cluttered soaps category using guerilla marketing tactics

Going further, faster than the competitors to capture market share

Since the start of the pandemic 500,000 immunocompromised people have needed a treatment called Evusheld to protect them against Covid-19, and allow them to live normal lives. In August 2022, Evusheld was shockingly denied roll out in the UK. As a result their lockdown has never ended.   

We had to find a powerful, flexible idea that humanised the issue and could put pressure on influential MPs to get over 500,000 people what they desperately need. The #Forgotten500k campaign offered a simple, compelling hook that brought together 16 charities, NHS clinicians, the patient group and the APPG parliamentary group. 
With minimal budget, we created social films, events, podcasts, print ads and a Westminster Advan, which harnessed the nation to see, hear, and help those affected. The campaign climaxed in a three-hour silent vigil in parliament square.

We made #TheForgotten500 visible. We stoked conversation in corridors of power and drove real change. The result, AstraZeneca announced Evusheld had been made available privately for the first time ever in the UK. It became the most raised topic with the Government, whether directly in parliament or through written requests and the NICE judgement was brought forward from summer to January 31st 2023.  

The #Forgotten500K

Fossil came to mSix&Partners with the challenge of marketing their new limited edition "Fossil x Harry Potter" product collection, featuring timepieces and jewellery inspired by the Harry Potter film series. In order to drive awareness, we partnered with TikTok to develop an innovative campaign that would help promote the product throughout Germany.

We developed five different videos and established a suite of In-Feed Ads on TikTok Ads Manager, optimised towards users that were likely to watch the videos for six seconds. We adopted a TikTok first approach, partnering with creators and utilising platform transitions and trends including voiceovers and unboxing. By encouraging the client to make “TikToks not ads” to create more native content tailored for the platform, we increased performance dramatically.

6s VTR

Average Watch Time

The campaign delivered a 6 second view-through rate of 22.96% at an efficient cost-per-view of just €0.01. The average watch time for the videos per person was 4.46 seconds, which was a great deal higher than the regional benchmarks, proving the ads provided engaging content. We successfully engaged our audience, signified through higher click metrics, and the overall success of the campaign resulted in Fossil seeing heightened attention and intent.

“TikTok allows us to connect with a highly engaged, unique community that perfectly matches with Fossil's brand spirit and values. The Harry Potter campaign is a great testament that genuine, authentic TikTok content not only enables us to form a connection with our target audiences but also inspires actionable interest. We look forward to exploring further opportunities on the platform”.

Fossil x Harry Potter Product Collection

discovery+ wanted to win new subscribers by becoming known for its richly varied OTT service, not just its documentary-led heritage. Our analysis showed that paranormal programming was one of the top converting genres, achieving higher viewer engagement than almost any other vertical. We set out to make discovery+ famous for something other than its factual content, by finding paranormal fans in their entertainment haunts and daring them to discover more of what they love…

Our strategy was to ‘Hijack Halloween’. By eschewing traditional media strategies for a bit of drama, in order to win over a fickle audience, we were able to:

 paranormal fans to discovery+. We contextually placed TV advertising in paranormal programming to push viewers ‘in the moment’ over to the discovery+ platform. Extending to audio, we partnered with Spotify to create the ultimate Halloween playlist and, to gain the attention of theme park thrill seekers, we used OOH TV at Tulleys Halloween Shocktober Fest, providing a highly contextual placement amongst Halloween superfans.

 paranormal fans away from their daily grind. We ‘spooked’ our audience when out and about by dominating three underground stations with digiwall executions daring passers-by with an invitation to ‘Stream to Scream’.

 them to take up a subscription. We partnered with Bauer to run a ‘ghostly competition’ across the Absolute and Magic Breakfast shows, encouraging listeners to call in with their spooky stories. To drive subscription uptake, we used online video to amplify clips from the show across YouTube and Fandom, as well as high impact audience targeted display. Finally, we used Blis mobile geo-fenced activity to target people who had been exposed to the digiwalls, serving them with a subscription offer.

new entertainment subscriptions

of all adults reached

impacts on our Bauer partnership

social engagements

competition entries

clicks on our mobile geo-fenced activity

Daring to do more for discovery+ to win new subscribers

For the launch of Apex Legends Season 8 – EA’s first-person battle royale shooter game, Electronic Arts wanted to double their number of players in Japan. First person shooter games are a niche market within the country and EA set out to challenge audiences who were loyal to pre established brands and recruited m/SIX’s audience segment and granularity, to help.

We knew that 82% of our target audience were fans of manga and anime; widely popular and loved Japanese comics and animation and we decided to leverage this by elevating the character stories of Apex Legends.

We partnered with celebrated veteran mange/anime artist; Atsushi Ohkubo who brought the stories behind the Apex Legends characters to life. We then worked with IGN Japan to amplify Ohkubo’s artwork; the stories of the Apex Legends, across popular gaming websites in Japan. We also brought this outdoors with OOH placements of Ohkubo’s artwork placed within the iconic and heavily frequented Shibuya station.

We brought the stories of the Apex Legends to life, leading them to be loved as local legends.

Another crucial part of the campaign was running a UGC competition to engage the local audience and local gamers-come-artists. Five emerging illustrators helped launch the competition by reimagining the Apex universe using their own individual art styles, to inspire the gaming community.

The competition, alongside Ohkubo’s artistic reimagining's drove significant engagement leading to Apex Legends to trend on Twitter on the day of launch. 

We measured 99k+ social engagements, 150+ fan artworks, resulting in 194% more players in Japan with an increase of 53% of daily active users. 

By partnering with an established artist and inspiring gamers to unleash their creativity, we successfully attracted new audiences but also embedded Apex Legends into the market and the minds of our target audience. We went Further, Faster.

Immortalizing the Apex Legends into Local Legends

Target group marketing strategies were no-longer driving growth for the Toyota Yaris. A data analysis of segmented buyers however revealed untapped potential in “young, female, addicted to entertaining” and “in need of an experience” audiences. With TV losing appeal amongst this TA, events cancelled and the Yaris largely unavailable during the pandemic, mSix&Partners set about finding a fast, fun way to win new Yaris customers.

We began with Facebook (Meta), and targeting our “young, female, addicted to entertaining” and “in need of experience” audiences with an interactive live game show.

Hosted by high-reach influencers Sarah Lombardi and Riccardo Simonetti, the Toyota Yaris Why Stop? Challenge saw the two battle each other as viewers playfully discover the features of the new Yaris, with the opportunity to win the model for a year. The leads generated during the teaser phase were addressed again in the launch campaign.


3.3 million unique users within 2 weeks with a well above automotive benchmark CPL of €4.54

Over 60,000 viewers and >9,000 reactions within 1 hour of the conquest target group during the live show

66% women <35 and over 6,500 qualified leads within 2 weeks

Going further, faster to attract younger car buyers

The tailored clothing labelled Sabella was sold through middle-men who also traded a variety of items including other local fashion. Hence Sabella had low brand awareness/recognition. To scale the business to the next level, we changed the business model by taking the brand direct to consumer.

Total addressable market: Convenience-seeking and cost-conscious Malay Women who wants to dress to impress with new wardrobe frequently. – base audience 3.5mill.

‘AnugerahJuaraLagu’ an award show, the single-largest platform that brings glamour, grandeur and fashion together made a perfect stage for Sabella fashion showcase. AnugerahJuaraLagu reaches 2.9 million audience within a night.

We seamlessly integrated every element of Sabella.

The pre-show foyer was dressed like a Sabella-branded fashion window where it served as a backdrop for celebrities’ selfies and interviews, creating visibility for Sabella even before the show started

Celebrities proudly show up in Sabella fashion and shared stories about every piece that they wore and encouraged viewers to find out more about Sabella

During the show, we announced Sabella's RM 1million Prize Contest in conjunction with the launch of Sabella app. FaizalTahir, a prominent Malaysian singer made the announcements and debut a brand-new Sabella jingle in a tailored Sabella Jacket

Singer Shiha told the story of Sabella's transformation, from a simple seamstress to a glamorous fashion brand, by doing a costume change in the middle of her performance. The audience was then told to flock to YouTube or the brand's social channels after the show to watch the behind-the-scene video

Brand awareness grew +1,190%, i.e. 3Million unique consumers. 

Delivered MYR1million sales overnight through the direct-to-consumer mobile app and sales was sustained throughout the following 6 months.

How we helped grow the Sabella brand across the Malaysia

Finding an edge in UK home broadband category marketing is virtually impossible. Charged with launching TalkTalk’s Future Fibre product, we knew dozens of other operators would have access to the same Openreach full fibre footprint, all competitively priced, and many with similarly well-known brands, many of whom were bigger and had the advantage of a high street presence.

We knew our prized early adopter upgrader audience would be heavy bandwidth users at home and on the go, streaming video, audio and using voice assistants more than most. We also knew that every other competitor would have the same data, so would be planning these same channels.

We realised it would be a race to bring TalkTalk’s offer to life, household by household, timed perfectly with Openreach’s upgrade rollout.

Creating a differentiated media strategy based on speed with a limited budget would take data, agility and focus.

We knew we needed to get to the right households, reach them faster and with disproportionately higher share of voice vs bigger rivals and with minimal wasted media.

We needed to turn one national media and creative brief into thousands of automated, integrated street-level activations.

, we cross-referenced every household in the UK for likely interest in Future Fibre, bringing a range of audience signals (such as household income/affluence, size of household, digital usage, age) into a single propensity score. We then filtered these using the physical availability of Future Fibre rollout.

we pushed GroupM’s new cross channel, hyperlocal technology, ‘Unmissable’, to its limit. This brought together street-level targeting to connected TV, audio, social, programmatic mobile and display, and Out of Home channels. We delivered all three core media objectives in concert: ‘Excite’ audiences about the new product, ‘Educate’ – about the product benefits, and ‘Convert’ – prospects to lead and sale. All three worked together to surround and personalise to hot prospect households more intensively than bigger budget, but slower moving competitors.

, for the first time we brought together targeting propensity map data, rollout map data, and inventory and conversion data from partners including Xaxis (programmatic audio, video and display), Finecast (connected TV) and Kinetic (OOH). This sped and automated ad delivery and fed a single client dashboard to track performance and unlock client budgets as each stage unfolded.

boost in ‘quality broadband’ perception

boost in purchase intent

boost of new customers in targeted areas

How TalkTalk Future Fibre Beat The Competition, Street By Street

Tango is a big brand with a small budget. Consistent underinvestment has led to an ageing out of their audience, with Gen Z perceptions of the Tango brand falling well below that of Millennial and Gen X audiences. Tango tasked us to tackle this trend, but with a budget of just £950k and 0.3% SoV, according to Britvic’s own data, the task became a little ‘awkward’...

With low SoV we chose to be single-minded in our focus. Tango is known for his boldness and wanted to associate themselves as the go-to drink for Gen Z when they found themselves in awkward situations – feeling awkward and awkward situations being an inevitable part of 18-24 yo life. Tango introduced brand character Tanguru as a way to help them regain control and identify a solution out of the awkwardness.

We bought media across Gen Z relevant environments that targeted and celebrated awkward moments, providing the perfect canvas for the Tanguru to fix Gen Z’s problems, and their perception of Tango to boot.

We played it smart in TV - buying Gen Z heavy programmes that are littered with awkward moments - Love Island, Naked Attraction and Gogglebox.

These 26 targeted ratings were supported with BVOD to ensure the hero AV asset could connect with our audience. We supplemented this by dominating two critical yet contrasting Gen Z hangouts – TikTok and chicken shops.

These were new environments for Tango, but we went all in; working with influencers to fix awkward moments and creating bespoke overlay assets with the Tanguru over some of TikTok’s most awkward viral videos. We also showcased some classic awkward moments in chicken shop D6s, supported with an all-out approach including takeaway boxes and branding the ‘Boss Man’. With all this media buzz, it would have been awkward if there hadn’t been any sales uplift, so we worked with Spotify to remind our audiences that the fuel to overcome awkwardness was available in Tesco, whenever they came within 300m of a Tesco store during our key lunchtime consumption moment.

uplifts in Consideration

growth in the Tango RSV in 2021

of Tango investment for 2022 in digital

Tango-ing Gen X with innovative buzz-generating tactics

Sooper, Pakistan’s best-selling biscuit brand, has been majorly reliant on TV for their campaigns. However, with TV viewership remaining stagnant, and digital and online video consumption exploding, EBM knew it had to take advantage of Pakistan’s changing media habitsand reappraise its media strategy for an upcoming brand refresh campaign.

mSix&Partners collaborated with the Google team to reach a significant amount of Sooper’s audience (m/f, age 25-44) via YouTube and GDN. By frontloading the campaign budget through Google Blast, and leveraging the combined strengths of CPM Masthead, TrueView CPM, bumpers and responsive display ads in a three-day audience takeover, we were able to accelerate our reach and benefit from a cost-efficient CPM.

79% of the available target group (12.3 million absolute users) were captured during the three days

5.6% uplift in awareness and 35% in ad recall

47% lift in search termed as best in class, resulting in a 1.5x increase in searches by people who saw the ad

Average CPM of the campaign was $0.67, 19% lower than the industry benchmark

With digital penetration increasing day by day, executing Groupm Pakistan’s first-ever digital-only campaign enabled us to innovatively reach new audiences. 

Accelerating brand awareness for the nation’s favourite biscuit 

Peek Freans popular chocolate-filled treat, Choco Lava, was seeing a decrease in sales and awareness month-on-month. With a core audience of 8-13 years olds, mSix&Partners was tasked with changing direction for the brand.

On analysing the brand and its core audience’s preference for digital, we chose to execute the brand owner’s – English Biscuit Manufacturers (EBM) - first digital-only campaign.Researching in detail our target group’s online behaviour, we divided the audience into four age categories, then identified the relevant mediums for each group. For example, 5 – 8 YouTube only, 9 – 12 YouTube and mobile games, 13 – 17 Fb, Insta, Spotify, Games, YouTube etc.

To create a more customised and engaging experience, we executed EBM’s first-ever director mix and industry-first multilayered gaming experience on the InMobi network. We also tapped into large portions of the sports and music audience by creating exclusive branding for Patari music and Spotify and for live streaming of the EPL on Tapmad. We also targeted the gaming centre of the SHAREit app. Overall, we were active across a broad range of platforms, reflecting our digital-only approach.

8% lift in purchase intent and 25% lift in ad recall on Google BLS

77% of ad recall followed an industry-first pulse survey on InMobi network

Campaign shortlisted for InMobi regional case study where we achieved 90% completion rate and a positive ad recall on Facebook BLS

16% uplift in on-ground sales during the campaign month, despite being an upper funnel campaign

With digital penetration increasing day by day, executing GroupM Pakistan’s first-ever digital-only campaign enabled us to innovatively reach new audiences. 

Adding more bite to Choco Lava’s brand performance 

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Industry-leading work across media, content and commerce that takes our clients Further, Faster.

Our work

Industry-leading work across media, content and commerce that takes our clients Further, Faster.

Evusheld

Fossil

Hijacking Halloween with discovery+

Electronic Arts

Toyota

Sabella

TalkTalk

Britvic & Tango

Peek Freans Choco Lava