6
B2B
Why you could win
Your team created a strategy or campaign that can clearly show excellence in Business to Business marketing during the period between April 2023 and April 2024 - Success in building business brands, demand generation, effective corporate advertsing or trade marketing are all applicable.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of your b2b outputs
Company
DPR&Co
Client
Caterpillar
Summary
Creating a stand-out campaign for machine management technology isn’t easy. Let’s face it, explaining the detail of how machine data can improve jobsite efficiency can be somewhat eye-glazing.
Always up for a challenge, the DPR&Co team set about unveiling the true power of having the right data at the right time.
VisionLink provides machine owners with the data they need to be more productive and profitable. But it’s only one of many similar technologies and competes with both OEM and third-party alternatives.
Our challenge was not only to win against these competitor platforms, but to also win against a more pervasive opponent – simply doing nothing. Many machine owners are technology-resistant and see machine telemetry as an overwhelming complication.
An additional requirement was the need to convince a diverse dealer network, spanning 17 countries and 6 languages, to invest in the deployment of the campaign.
In a nutshell, we had to distil an incredibly nuanced but important value proposition into a simple idea that machine owners could understand in a heartbeat.
It would require us to convince a global engineering giant, full of rational thinkers, to embrace a cut-through creative concept well ‘outside the box’ for the sector.
DPR&Co distilled this complex brief into a simple thought:
Uncover what your machines have been keeping from you.
We executed this with a dramatic, unforgettable visual.
The results were anything but boring. VisionLink usage increased by 17% in just 6 months and continues to grow at 2% per month.
Entry video
Entry credits
- Richard Ralphsmith, , DPR&Co
- Leanne OConnor, , DPR&Co
- Tassy Kontogiannis, , DPR&Co
- Carla Brugliera, , DPR&Co
- David Finnegan, , Sense 6
- Ivan Andreevski, , 3 Block Studio
- Kim Dunn, , Caterpillar
- Jordan Borders, , Caterpillar
show more
show less
Company
Daifuku Oceania
Client
Daifuku Oceania
Summary
Logistics companies don't do advertising.
Well, not typically.
So, when our customer Cardinal spoke to us about how we could partner with them to generate the required demand to fill the warehouse Daifuku was creating, capable of handling 160,000 pallets, the largest of its type and technology seen in the southern hemisphere, we said, "We're in!".
Our goal was to communicate how creating this significant facility would remove the barriers between supply and demand, create a sustainable outlook for FMCG retailers and ultimately drive down the cost of goods for consumers.
With limited funding but a ton of insight, enthusiasm, and belief in what we were collectively creating, we got to work. What we delivered in partnership was something the industry has never done or rarely seen.
Through a bespoke event, tours, and press, we put a spotlight on what the project's scale and innovation would deliver for New Zealanders. To drive awareness of the Cardinal and Daifuku brand and create demand for an already underway build.
Cardinal's objective was to have 50% allocation sold before the delivery of the project in 2025.
With a limited budget and only six months before the first stage of 60,000 pallets was released, this is how we did it.
Entry credits
- Kirsty Tull, , Daifuku Oceania
- Brendon Furness, , Cardinal Logistics
- Brendon Doig, , Brave Media
- David Hillier , , OTOH
- Michael Jee, , Daifuku Oceania
show more
show less
Company
DBS Bank
Summary
As the need for sustainable financing solutions increases, DBS Bank wanted to showcase itself as the bank of choice for global corporates looking for financial solutions partners, especially in Asia.
We were the first Singapore bank to commit to being net zero by 2050 in 2021. We crystallised how this would be executed in a detailed roadmap “Our Path to Net Zero – supporting Asia’s transition to a low-carbon economy” involving nine industry sectors which we finance, representing one of the most comprehensive sets of decarbonisation targets among global banks. We published a new comprehensive science-based report detailing its framework for net zero targets for both the firm and its corporate partners. While the report was a standout success, more needed to be done to position DBS Bank as a thought leader in the sustainability space.
The FT was the publisher of choice for DBS Bank to deliver on this overwhelming need to communicate and amplify this message to a targeted audience.
Entry video
Entry credits
- Carlo Chong, , FT
- Hugh Allman, , FT
- Paul Hutt, , FT
- Kieran Dawson, , The Alpha Grid
show more
show less
Company
Capgemini Technology Services India Limited
Client
Capgemini Technology Services India Limited
Summary
The pursuit of a thriving economy can be fulfilled with talent. From a macroeconomic landscape to industries and standalone organizations, how does one ensure the right talent pick in their relentless quest for excellence?
Today, technology is setting the trajectory for growth across organizations, industries, and economies. The rapid adoption of generative artificial intelligence (AI) has increased the demand for skilled professionals. Capgemini, a global business and technology transformation partner with workforce of 340,000, is strategically investing €2 billion in Gen AI over three years. Capgemini is augmenting its solutions and upskilling its talent.
India, recognized as Capgemini's fastest-growing market with nearly 175,000 employees, serves as global innovation and delivery hub for the Group. With people at the heart of our business, we launched ‘Rewrite the Future’ employer brand campaign to enhance brand awareness and establish Capgemini as employer of choice. ‘Rewrite the Future’ understands aspirations of today's workforce. It's not just campaign, it's a movement, promising individuals a chance to make tangible impact – on our clients, society, and their futures.
In six months, it garnered 300M+ impressions across social media platforms, sparking conversations and reshaping perceptions of Capgemini as an employer of choice. End of 2023, Capgemini India not only surpassed competitors in employer brand strength but also secured Great Place to Work® certifications fourth time in row. Capgemini ranked among the Top 25 Most Attractive Employers in India in past three years. These accolades underscore our commitment to nurturing our talent and delivering unparalleled value to our clients.
Entry credits
- Amit Khurana, , Capgemini
- Vishal Wadkar, , Capgemini
show more
show less
Company
Transmission
Client
Schneider Electric Australia
Summary
Schneider Electric (SE), a global leader in digital automation and energy management, discover and develop new opportunities, and increase pipeline coverage across mid-market businesses. To achieve this, SE sought to engage an overlooked key segment of the business transformation decision-making process: the IT and Data Centre professionals who often remain unrecognised despite their value and impact to the business. Through this approach, SE could offer businesses new strategic significance through data centre-centric insights that are vital to growth and transformation initiatives.
The Strategic Pivot
Our strategic reevaluation identified a critical pivot in our approach to the target audience. We discovered that an inability to translate technical expertise into executive language was excluding data centre professionals from conversations about business transformation, therefore overlooking a significant portion of the decision-making network. Our media decision was to expand our focus, dissecting the importance of data centre professionals in strategic discussions and equipping them with the right language to assert this importance to the C-suite.
This strategic pivot in our audience targeting was a key element of our media decision, reflecting our commitment to understanding and addressing the nuances of decision-making ecosystems within organisations. It was a move that not only diversified our engagement but also deepened it, allowing us to connect more meaningfully with a wider array of influencers and decision-makers.
The campaign sparked over 1,300 new opportunities, building a staggering EUR 71 million pipeline. It also achieved a 77% surge in the Average Opportunity Value alongside a phenomenal 39:1 ROI.
Entry video
Entry credits
- Ben Mulligan, , Transmission
- Surabhi Samak, , Transmission
- Huey Ching Khoo, , Transmission
- Mansi Trivedi, , Transmission
- Crystal Ng, , Transmission
- Emily Gan, , Transmission
- Brian Johnsen, , Transmission
show more
show less
Company
PK Entertainment Group
Client
Google
Summary
Southeast Asia is a society driven by visual contents. While TV advertising has been the traditional medium, digital advertising is rising. Yet, brands and agencies remain skeptical of YouTube's role in reaching their target audiences at critical moments that matter. How can we reassure top advertisers across the region of YouTube's efficacy in delivering business outcomes?
We needed to drive a deeper understanding of YouTube solutions and their alignment with client marketing strategies by exciting and engaging them through building momentum for trying YouTube solutions.
Enter YouTube Works Awards— an awards program that spotlights the most innovative and impactful campaigns leveraging the power of YouTube. By showcasing advertisers' achievements, they can witness how their peers are achieving remarkable business results on YouTube, compelling them to follow suit.
The Finale—a grand culmination of the event was conceived. From the LED display tunnel highlighting the diversity of languages from SEA, to the Hall of Fame exhibition that unveils the winners, to the awarding ceremony with multicultural performances by renowned SEA artists and keynotes from successful YouTube creators, presented on a grande multi-LED stage, we ensured attendees from across the region felt represented, seen, and recognized for their extraordinary achievements.
The event went beyond and surpassed targets, with more submissions and attendance compared to last year, to massive buzzes on digital platforms and press coverage. Attendee satisfaction was exceptionally high, showing how we’ve inspired confidence among top advertisers while also fostering a culture of innovation and excellence in YouTube advertising.
Entry video
Entry credits
- Lilian Low, , Google
- Pam Cabuslay, , Google
- Peter Harjani, , PK Entertainment Group
- Harry Sudarma, , PK Entertainment Group
- Jeffrey -, , PK Entertainment Group
- Jessie Sonia, , PK Entertainment Group
- Shreya Shetty, , Pitchday
show more
show less
6
Advertising
Why you could win
Your team created exceptional advertising that engaged audiences and propelled brands to new heights. Your entry should include evidence of innovative strategy, captivating creativity, positive impact and results achieved through advertising during the period between April 2023 and April 2024
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of your advertising,
Company
FairPrice Group
Client
FairPrice Group
Summary
FairPrice Group was founded in 1973 amidst a global recession to keep daily essentials within reach, and continues delivering strongly on this mission by benchmarking the prices of staples and balancing profit with purpose.
We’ve grown to become Singapore’s largest retailer today, but, a problem emerged along the way:
THE BIGGER WE GREW, THE MORE PEOPLE FELT WE WERE GROWING APART FROM THEM, TOO BIG TO REMEMBER EVERYDAY STRUGGLES.
To remind people we weren’t the unfeeling corporate behemoth they thought we’d become, we leveraged our 50th anniversary to deliver the ‘Always, FairPrice’ campaign. The core idea for the campaign was to restore AFFECTION for the brand, by anchoring on the HUMAN STORIES of our people, customers and community; to drive appreciation and engagement for our unsung efforts.
By the end of our campaign, 75% of Singaporeans regained their affection for us.
Entry video
Entry credits
- Alvin Neo, , FairPrice Group
- Jean Khong , , FairPrice Group
- Ruth Yap, , FairPrice Group
- Jackson Tan, , FairPrice Group
show more
show less
Company
Team Reactivare
Client
Unilever Pakistan
Summary
A critical insight emerged from consumer connects, many Pakistani women do not take pride in their natural hair. This lack of confidence in natural hair beauty led to a reliance on styling and treatments to conform to narrow societal beauty standards. Such practices, while enhancing temporary aesthetics, often resulted in hair damage, perpetuating a vicious cycle of damage and styling.
This insight was pivotal and directly linked to Dove's brand ethos of promoting real, natural beauty and nurturing care. The brand recognized a significant gap between the desire for healthy hair and the practices adopted by women to achieve perceived beauty standards. The campaign could encourage women to embrace their natural hair, breaking the cycle of damage caused by constant styling.
Dove embarked on a strategic initiative to revitalize its presence in a challenging market environment marked by declining shampoo sales and increasing consumer value consciousness. Recognizing the widespread issue of dry hair and consumers' reliance on damaging styling tools, Dove sought to position itself as a premium hair care solution emphasizing damage repair and natural beauty empowerment. By integrating localized communication strategies and targeted campaigns, Dove successfully achieved an impressive volume growth of 44%, surpassing competitors in the premium segment amid an overall market decline. This remarkable performance underscores Dove's strategic repositioning efforts and commitment to promoting real beauty while effectively addressing evolving consumer needs and market dynamics. Through consistent messaging and innovative approaches, Dove not only refreshed its brand image but also elevated its brand power, setting a new standard
Entry video
Entry credits
- Raza Faisal, , Team Reactivate
- Humza Mahfooz, , Unilever Pakistan
- Fatima Raza, , Unilever Pakistan
- Adil Hussain, , Unilever Pakistan
show more
show less
Company
Homeground United – an integrated collective comprising eg+, TBWA\Singapore, designory and OPRG
Client
FairPrice Group
Summary
Chinese New Year is a time for grand celebrations and get-togethers. However, as inflation gripped the nation, consumers found it difficult to celebrate the way they hoped to. As a brand committed to keeping everyday essentials affordable, FairPrice sought to make Chinese New Year celebrations accessible with a 360-integrated campaign that champions the magnanimous spirit of the Dragon.
In the age-old tale of the zodiac race, the Dragon, despite being powerful, came in fifth because it stopped to help many other animals along the way. With the campaign, FairPrice positioned itself as the modern-day Dragon that helps everyone, especially those cutting back, to be able to afford and enjoy the biggest festive celebration.
Through a cohesive integrated campaign that consisted of ATL (Above the Line), BTL (Below the Line), and TTL (Through the Line) strategies, FairPrice demonstrated its commitment to putting customers first. This message was consistently conveyed across all platforms: FairPrice has everything you need for a meaningful celebration, with affordable prices. The campaign attracted a huge amount of publicity, saw brand adoration soar and cemented FairPrice’s dominance with market share reaching unprecedented heights.
Entry credits
- Alison Ee, , NTUC Fairprice Co-operative Ltd
- Yenn Lim, , NTUC Fairprice Co-operative Ltd
- Jenny Tan, , NTUC Fairprice Co-operative Ltd
- Daphne Ng, , NTUC Fairprice Co-operative Ltd
- Brendan Ho, , NTUC Fairprice Co-operative Ltd
- Sabrina Low, , NTUC Fairprice Co-operative Ltd
- Pei Yi Peh, , NTUC Fairprice Co-operative Ltd
- Brendon Lim, , NTUC Fairprice Co-operative Ltd
- Xin Xian Wong, , NTUC Fairprice Co-operative Ltd
- Garry Moss, , NTUC Fairprice Co-operative Ltd
- Ariel Yap, , NTUC Fairprice Co-operative Ltd
- Alissa Lim, , NTUC Fairprice Co-operative Ltd
- Emmanuel Sabbagh, , TBWA\ Asia
- Zeen Tng, , TBWA\ Singapore
- Yong Ping Loo, , TBWA\ Singapore
- Germaine Chen, , TBWA\ Singapore
- Lauren Lim, , TBWA\ Singapore
- Amos Foo, , TBWA\ Singapore
- Gwendelyn Gomez, , TBWA\ Singapore
- Vicki Ong, , TBWA\ Singapore
- Horng Ann Tee, , designory
- Isaiah Bennett, , designory
- Natalie Kok, , designory
- Victoria Tay, , EG+ Worldwide
- Michelle Lee, , EG+ Worldwide
- Germaine Ng, , EG+ Worldwide
- Amelia Ng, , EG+ Worldwide
- Alexa Yeo, , EG+ Worldwide
- Jeconiah Tan, , EG+ Worldwide
- Leonard Chong, , EG+ Worldwide
show more
show less
Company
AB InBev
Client
AB InBev
Summary
This case is about Budweiser Beats, an energy drink that defied the category codes of action and adventure surrounding the energy drinks commercials, moving beyond the realm of physical energy and chose to address the cognitive energy needs of India’s young creative community instead. This elevated the role of an energy drink to being the youth’s ally in their creative journey, helping the brand gaining both shelf space and mindspace in the process! The brand, a humble David against a mighty Goliath – Red Bull who controlled almost half of the market; was able to rake in fortunes and build an enduring connection with the youth of India through its campaign.
Entry video
Entry credits
- Vineet Sharma, , AB InBev
- Vineet Hansaria, , AB InBev
- Vamika Singh, , AB InBev
- Ankit Kataria, , AB InBev
- Shankar Jayaram, , AB InBev
- Shouvik Tarafder, , AB InBev
- Shiba Bhutani, , AB InBEV
- Kunel Kunel, , Animal
show more
show less
Company
LookTV
Summary
LookTV is all about streaming awesome stuff, especially for "Zillenials" you know, millennials and Gen Z. But here's the thing: Zillenials can't stand ads. So, we had this wild idea to connect with them differently. Turning the most boring channel ever – Out-of-Home (OOH) – into lively, tailored creations. With quirky copy and simple standout designs, we transformed ads into urban eye candy. The campaign clicked because we spoke their language, ditching the traditional ad playbook and getting real with audience. By doing this, LookTV found a way to reach these ad-avoiders on their own terms, exceeding the channel’s limit.
Entry video
Entry credits
- Ulziibayar Boldbaatar, , Unitel LLC
- Chinsanaa Bat-Erdene, , Unitel LLC
- Tuguldur Khatanbaatar, , Unitel LLC
- Tevtenger Gankhuyag, , Unitel LLC
- Enkh-Ulzii Nyamkhuu, , Unitel LLC
- Aigerim Adilmurat, , Unitel LLC
- Batjargal Sambuu, , Unitel LLC
- Ariunmunkh Munkhjargal, , Unitel LLC
- Orkhontuul Bat-Erdene, , Unitel LLC
- Bat-Erdene Purevnyamjid, , Unitel LLC
- Oyundelger Khorloorinbuuchii, , Unitel LLC
- Bat-erdene Bayarkhuu, , Freelancer
show more
show less
Company
Dentsu, iProspect
Client
Accor Hotels
Summary
With the travel and hospitality sector going through a renewed vitality post-pandemic, it was time to re-ignite Singapore as the go-to travel destination.
Our primary objective was clear: To raise overall brand awareness for Accor post-pandemic, reinstating its market prominence while simultaneously driving visitor ship to Singapore through room bookings across Accor properties. Recognizing the competitive landscape, we understood that simply offering monetary incentives and adopting a one-sized fits all advertising approach would not suffice. We needed an innovative strategy focused on delivering distinctive proposition, motivating travelers, both long-haul and short-haul to book with Accor.
Collaborating with Dentsu Creative for the ideation process, we recognized that to amplify the true essence of Singapore and attract visitors to book is through highlighting Singapore’s multifaceted food culture, giving birth to ‘100 Bites Campaign’. This campaign features a series of sustainable dining & cultural immersion experiences that would feature different 100-bite menus inspired by Singapore’s multicultural hawker fare.
With this innovative concept in mind, we recognized adopting a multi-phased and audience-first methodology was critical across our varying audience clusters. Moreover, we have leveraged on the burgeoning trends of metaverse, livestreaming, and augmented reality to further amplify our efforts in raising awareness.
The campaign was an overall success, smashing planned impression targets by +1450%, generating 172% higher room bookings at a staggering 63% improved CPA vs pre-pandemic 2019 era. ROAS was up by more than 26x, reaching an unprecedented ROAS of 178 vs pre-pandemic, marking the highest ROAS Accor has achieved to date.
Entry image
Accor 100 Bites Campaign 2024 Cover Image.pdf
Entry credits
- Zahidah Zain, , Dentsu
- Michelle Tan, , Dentsu
- Ber Han Ong, , Dentsu
- Sarah Guichard, , Dentsu
- Stephanie Marie Simmons, , Dentsu
- Tinder Chandiramani, , Dentsu
- Sanket Sasane, , Dentsu
- Izaac Chan, , Dentsu
show more
show less
6
Content
Why you could win
Your team used content marketing effectively to achieve successful outcomes during the period between April 2023 and April 2024. The effects of your work might include, an increase in sales, brand uplift, behaviour change or a rise in web traffic.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of your content marketing outputs.
Company
FairPrice Group
Company
FairPrice Group
Summary
FairPrice Group was founded in 1973 amidst a global recession to keep daily essentials within reach, and continues delivering strongly on this mission by benchmarking the prices of staples and balancing profit with purpose.
We’ve grown to become Singapore’s largest retailer today, but, a problem emerged along the way:
THE BIGGER WE GREW, THE MORE PEOPLE FELT WE WERE GROWING APART FROM THEM, TOO BIG TO REMEMBER EVERYDAY STRUGGLES.
To remind people we weren’t the unfeeling corporate behemoth they thought we’d become, we leveraged our 50th anniversary to deliver the ‘Always, FairPrice’ campaign. The core idea for the campaign was to restore AFFECTION for the brand, by anchoring on the HUMAN STORIES of our people, customers and community; to drive appreciation and engagement for our unsung efforts.
By the end of our campaign, 75% of Singaporeans regained their affection for us.
Entry video
Entry credits
- Alvin Neo, , FairPrice Group
- Jean Khong, , FairPrice Group
- Ruth Yap, , FairPrice Group
- Jackson Tan, , FairPrice Group
show more
show less
Company
DBS Bank
Company
DBS Bank
Summary
2023 – highest inflation since 1996 and yet people were still outspending each other on Taylor Swift concert tickets?! It is no wonder survey results showed that 55.2% of Singaporeans, especially the youth felt like they were financially illiterate.
This was not ideal for DBS, Singapore's largest bank, a brand that encourages people to ‘Live More, Bank Less’. The focus of the bank was to ensure that banking-at-large wouldn’t stand in the way of people living their best lives. As such, the bank took it as its responsibility to educate youths and help them become financially savvy.
To support their financial journeys, DBS launched TableTok, a TikTok-first content series, where objects on an intern’s workspace come to life after she leaves her desk, to discuss the latest financial queries they heard that day and to share wisdom.
The series tackled real financial anxieties often on the lips of youths, from "How much should I save?" to "What do I need to retire?" and even technical questions like "What type of bonds should I buy?" These anxieties were brought to life by the objects on an intern’s desk with hilarious banter, relatable scenarios and actionable tips presented in an AI-filter format, all while being voiced by TikTok-famous influencers.
Retire when? Invest how? The TableTok series answered all the burning (finance) questions, racking up over 10.5 million views and 9000 engagements across 18-episodes, proving that financial literacy doesn’t have to be a dry textbook.
Entry video
Entry credits
- Krishna Kota, , DBS Bank
- Bernice Ng, , DBS Bank
- Cheryl Han, , DBS Bank
- Cassi Yang, , Hepmil Creators Network
- Isaac Tan, , Hepmil Creators Network
- Avril Chua, , Hepmil Creators Network
- Kylie Yeo, , Hepmil Creators Network
- Amanda Ang, , Hepmil Creators Network
- Kyrie Chie, , Hepmil Creators Network
- Joyce Ng, , Hepmil Creators Network
- Kedy Lim, , Hepmil Creators Network
- Rasuna Azrayl, , Hepmil Creators Network
- Ho Kai, , Hepmil Creators Network
show more
show less
Company
Hotwire Global
Company
Palo Alto Networks Singapore
Summary
It’s no secret that innovative content marketing ideas in the B2B security space are few and far between. Enterprise security solutions are typically marketed based on FUD (fear, uncertainty, doubt) and cliches. It’s a crowded market and most security products are commoditized, leaving little room for differentiation.
Palo Alto Networks decided to challenge that notion with its Cortex City program: An original comic book and animated series. An unconventional and a first-of-its-kind asset in the Security Operations Center (SOC) space within the realm of cybersecurity, Cortex City was designed to engage SOC leaders and analysts.
The characters in the Cortex City comic book and animated series included a victim of a security attack, a monster attacker, and depicted different Cortex cybersecurity solutions as superheroes saving the day at the very heart of security operations—the SOC. This created an engaging, thrilling, and, at the same time, educative experience for the target audience, thereby building awareness and generating leads—and embedding Cortex into the minds of cybersecurity leaders.
The content package was launched and promoted on multiple channels in different formats, including billboard ads, in-app games, social media and email marketing, among others. Some of the characters from the comic book walked into the real world as part of industry events across APAC.
Today, the success of the Cortex City program has encouraged Palo Alto to bring out a second edition of the comic book, positioning the company as a pioneering leader in reimagining cybersecurity storytelling.
Entry video
Entry credits
- Florence Chan, , Palo Alto Networks Singapore
- Min Erh Mah, , Palo Alto Networks
- Valerie Sung, , Palo Alto Networks
- Preethi Nair, , Hotwire
- Jen Dobbie, , Hotwire
- Joshua Johari, , Hotwire
- Amy Yong, , Hotwire
- Asuthosh Nair, , Hotwire
show more
show less
Company
Wavemaker
Company
Garnier
Summary
We all operate on the same 24 hours, but no one quite operates those 24 hours like Garnier Philippines.
In mid 2023, the skin care giant was dead set on cementing their newly secured #2 spot in the total Face Care category, through a disruptive launch execution for their Garnier Overnight Serum 10% Pure Vitamin C. They need a cutting-through activation that would strengthen their equity in brightening, heightening their consumer relevance and consequently, accelerating their growth month on month.
The solution? A never-been-done-before TikTok live streaming event that spanned a full 24 hours - no cutting corners, no movie magic, just pure live entertainment for 24 hours straight. This stream featured everything from interactive stunts, big time celebrity appearances, and endless Garnier goodies for lucky viewers at home!
Through a careful selection of talent, creative engagement drivers, and truly unique executions, the event was an absolute success. Living up to the Overnight Serum’s promise, as far as Garnier is concerned, powerful & glowing results can truly be achieved overnight.
Entry video
Entry credits
- Krhizalie Pasigan, , LOreal Philippines
- Jess Lopez, , LOreal Philippines
- Patricia Delos Reyes, , LOreal Philippines
- Samantha Gonzales, , LOreal Philippines
- Mel Pante, , Wavemaker
- Jhaneille Musada, , Wavemaker
- Marko Prakoso, , Wavemaker
- Goldyn Tan, , Wavemaker
show more
show less
Company
Handl Media
Company
Clearwater Bay Golf and Country Club
Summary
The video highlights the unwavering commitment of the dedicated maintenance team at Clearwater Bay Golf & Country Club, showcasing their hard work and passion behind the scenes. It delves into their daily routines, exploring the challenges they face to maintain the pristine condition of the course and the club. The film captures the unique personalities of the staff within this proud community, sharing personal stories, some spanning over twenty years at the club. Through interviews and footage, the video reveals the incredible efforts of these silent heroes, emphasising their integral role in providing an exceptional experience for members and guests.
Entry video
Entry credits
- Eddie Foster, , Handl Media Limited
- Lee Mumford, , Handl Media Limited
- Yogesh Gauchan, , Handl Media Limited
- Gemma Harrad, , Handl Media Limited
- Baimakhan Kazhmakhan, , Handl Media Limited
- Robin Lee, , Handl Media Limited
- Jonathan Ho, , Handl Media Limited
- Esahk Gurung, , Handl Media Limited
- John Razalo, , Handl Media Limited
- Elphick Wo, , Handl Media Limited
- Nina Kwong, , Clearwater Bay Golf and Country Club
- James Choi, , Clearwater Bay Golf and Country Club
- Alistair Macfadyen, , Clearwater Bay Golf and Country Club
- Sathish Sekar, , Clearwater Bay Golf and Country Club
- Wing Sze, , Clearwater Bay Golf and Country Club
- Rosalinda Deapera, , Clearwater Bay Golf and Country Club
- Ubendra Sriramulu, , Clearwater Bay Golf and Country Club
show more
show less
Company
Klook
Summary
Klook's annual trend report revealed a travel truth: 8 out of 10 young travelers booked trips inspired by online content, yet staged influencer photos were no longer igniting wanderlust. Genuine UGC experiences, not glossy filters, were fueling their travel decisions. In response, Klook ditched mega-influencers, turning to the ultimate authentic crew to promote Singapore: grandparents with zero social media experience.
Five "Kreators" (from Klook's micro-influencer community) whisked their tech-challenged grandparents on a whirlwind Singapore bucket list adventure.
Grandkids pushed the limits, introducing elders to zip lines and bars, while grandparents showcased new sides of themselves to their younger counterparts. Their journey was captured 100% unscripted, resulting in a few hundred LOLs, even more heartwarming moments, and zero Instagram filters.
The result? Viral magic. Our content sparked 7x higher engagement than the industry average. Our ads featuring these seasoned travelers doubled our average watch time and slashed cost-per-click costs by a third. The content promoted a +10% uplift in searches for Singapore activities on our app, and a +34% increase in campaign sales, while supercharging campaign ROI by 10x compared to previous big-budget influencer campaigns. This success story demonstrates that in today's world of content marketing, authenticity is the ultimate filter.
Entry video
Entry credits
- Marcus Yong, , Klook
- Rhea Mann, , Klook
- Aretha Ng, , Klook
- Harriet Allbrook, , The Smalls
- Rachael Wheeler, , The Smalls
show more
show less
7
Creative
Why you could win
Your team harnessed creativity to produce an effective campaign or project during the period between April 2023 and April 2024. Judges will look for innovative ideas executed to the highest creative standards which prove the effectiveness and impact of creativity.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of your creative outputs.
Company
Air India
Summary
Building on its 92-year legacy, Air India charted a bold new course in 2022-23 – “its transformation journey”. This included a New visual identity including livery, in-flight amenities, pilot & crew uniforms.
As part of this change, Air India introduced its rich and vibrant uniforms, interweaving the airline’s longstanding legacy and its representation of New vibrant India.
Infused with Manish Malhotra's (an internationally famous Indian Couturier) insight into India's rich colour palette & Air India's essence of warm Indian hospitality, we stitched a story that manifested the spirit of a new and forward-looking India. Literally from a sketch to reality. Brought to life by Air India's own crew and pilots, these all-new uniforms exemplified the brand's dynamic transformation.
Breaking away from the conventional way, the airline brought real and relatable faces to the forefront of fashion. Further moving away from the norm over over-posed and stiff, formal body language, we clicked them in relaxed body language, demonstrating the key features of the rebrand – warm, vibrant, and confidently Indian. The films (both long & short) were all about the people in the heart of the transformation – pilots & crew.
After crafting the launch, the airline rolled out an exciting mix of films and photos. Reaching over 2.7 billion people via publications and getting a shout-out from celebs like Indian Actress, Kajol; Travel Influencer, The Points Guy and publications like Conde Nast Traveller, it turned a simple uniform update into the talk of the town, writing a new chapter in Air India's journey.
Entry image
Storyboard for Uniform reveal.pdf
Entry credits
- Sunil Suresh, , Air India
- Amrita Kumar, , Air India
- Jisha Abraham, , Air India
- Ankita Singh, , Air India
- Tathagata Ray, , Air India
- Sanah Ganju, , Air India
- Abhinav Thyagarajan, , Air India
- Mitali Sharma, , Supari Studios
- Sakshi Bhasin, , Supari Studios
- Vama Sakariya, , Supari Studios
- Pourush Turel, , Supari Studios
- Kunal Prabhu, , Supari Studios
- Joydeep Chowdhury, , Supari Studios
- Aditya Devsharma, , Supari Studios
- Ankush Maria, , Ankush Maria Photography
- Megha Jain, , Ankush Maria Photography
- Ranveer Dua, , Ankush Maria Photography
show more
show less
Company
FairPrice Group
Client
FairPrice Group
Summary
FairPrice Group was founded in 1973 amidst a global recession to keep daily essentials within reach, and continues delivering strongly on this mission by benchmarking the prices of staples and balancing profit with purpose.
We’ve grown to become Singapore’s largest retailer today, but, a problem emerged along the way:
THE BIGGER WE GREW, THE MORE PEOPLE FELT WE WERE GROWING APART FROM THEM, TOO BIG TO REMEMBER EVERYDAY STRUGGLES.
To remind people we weren’t the unfeeling corporate behemoth they thought we’d become, we leveraged our 50th anniversary to deliver the ‘Always, FairPrice’ campaign. The core idea for the campaign was to restore AFFECTION for the brand, by anchoring on the HUMAN STORIES of our people, customers and community; to drive appreciation and engagement for our unsung efforts.
By the end of our campaign, 75% of Singaporeans regained their affection for us.
Entry credits
- Alvin Neo, , FairPrice Group
- Jean Khong, , FairPrice Group
- Ruth Yap, , FairPrice Group
- Jackson Tan, , FairPrice Group
Entry video
show more
show less
Company
AB InBev
Client
AB InBev
Summary
Corona Beer disrupted conventional beer marketing tactics by rejecting the prevalent sports sponsorship model. Instead, the brand encouraged Indians to prioritize relaxation, transforming ordinary long weekends into memorable vacations. This strategic shift effectively integrated Corona into consumers' yearly routines, diverging from the sports-focused strategies of competitors. Despite operating on a limited budget, Corona achieved significant sales growth and bolstered its brand presence, establishing itself as a leader in promoting leisure over sports-centric beer consumption. We wanted to exploit the power of the ‘gram’ and other social media channels to achieve the following objectives:
Reach - 2Mn
We surpassed our target by a whopping +250%, reaching 5.7 Mn audience!
Entry credits
- Shubham Awana, , AB InBev
- Deepshikha Dubey, , AB InBev
- Vineetha Balan, , AB InBev
- Ankit Kataria, , AB InBev
- Vineet Sharma, , AB InBev
Entry video
show more
show less
Company
Hotwire Global
Client
Palo Alto Networks Singapore
Summary
It’s no secret that innovative content marketing ideas in the B2B security space are few and far between. Enterprise security solutions are typically marketed based on FUD (fear, uncertainty, doubt) and cliches. It’s a crowded market and most security products are commoditized, leaving little room for differentiation.
Palo Alto Networks decided to challenge that notion with its Cortex City program: An original comic book and animated series. An unconventional and a first-of-its-kind asset in the Security Operations Center (SOC) space within the realm of cybersecurity, Cortex City was designed to engage SOC leaders and analysts.
The characters in the Cortex City comic book and animated series included a victim of a security attack, a monster attacker, and depicted different Cortex cybersecurity solutions as superheroes saving the day at the very heart of security operations—the SOC. This created an engaging, thrilling, and, at the same time, educative experience for the target audience, thereby building awareness and generating leads—and embedding Cortex into the minds of cybersecurity leaders.
The content package was launched and promoted on multiple channels in different formats, including billboard ads, in-app games, social media and email marketing, among others. Some of the characters from the comic book walked into the real world as part of industry events across APAC.
Today, the success of the Cortex City program has encouraged Palo Alto to bring out a second edition of the comic book, positioning the company as a pioneering leader in reimagining cybersecurity storytelling.
Entry credits
- Florence Chan, , Palo Alto Networks Singapore
- Min Erh Mah, , Palo Alto Networks
- Valerie Sung, , Palo Alto Networks
- Preethi Nair, , Hotwire
- Jen Dobbie, , Hotwire
- Joshua Johari, , Hotwire
- Amy Yong, , Hotwire
- Asuthosh Nair, , Hotwire
Entry video
show more
show less
Company
AB InBev
Summary
This case revolves around Budweiser Beats, an energy drink that innovatively broke away from conventional marketing tactics in the industry. Rather than focusing on physical energy, it targeted the cognitive energy needs of India's young creative community. By redefining the role of an energy drink as a companion in the creative journey, it secured both shelf space and mindspace, despite being a smaller player compared to the dominant Red Bull. Through a creative campaign embodying Gen Z values of passion, creativity, and authenticity, Budweiser Beats not only achieved significant financial success but also forged a deep and lasting connection with India's youth.
Entry credits
- Vineet Sharma, , AB InBev
- Vineet Hansaria, , AB InBev
- Vamika Singh, , AB InBev
- Shiba Bhutani, , AB InBev
- Ankit Kataria, , AB InBev
- Shankar Jayaram, , AB InBev
- Shouvik Tarafder, , AB InBev
- Kunel Kunel, , Animal
Entry video
show more
show less
Company
Air India
Summary
Air India, a national institution, is going through a transformation to make the brand a global icon and national inspiration. It includes a journey of not just of a new brand identity but the way the brand represents contemporary new India, embracing its legacy and representing New India.
There is an inherent pride which Indians have for this brand, something we want to further build on. To reinstate its legacy as the first truly Indian Global Brand.
As a result, owning National Days are an opportunity to communicate how India is soaring and is all about endless possibilities. We believe the story of New Air India blends with the aspiration of the New India and morphs into the indomitable spirit of a great Republic on the rise. The arrival of our A350 gave us the perfect opportunity to use it as our emblem of transformation.
The nation’s achievements have been built ground up and echoes in the skies. This is a video which celebrates the "wonder that is India" and shows a nation on the rise with its people looking up, looking forward to more.
We will soar, together.
The camerawork captures the splendour of the country from ground up and swaps the point of view- mid-point and shows the people of the country at the centre.
This digital film was a success online. It crossed 100M views on Instagram alone. Well known journalists like Delshad Irani of Network18 & industry veterans like Karthik Srinivasan spoke positively.
Entry image
Storyboard for Republic Day film.pdf
Entry credits
- Sunil Suresh, , Air India
- Amrita Kumar, , Air India
- Tathagata Ray, , Air India
- Sanah Ganju, , Air India
- Abhinav Thyagarajan, , Air India
- Aakanksha Magan, , Air India
- Akshat Gupt, , Supari Studios
- Nisha Vasudevan, , Supari Studios
- Mitali Sharma, , Supari Studios
- Sunny Dixit, , Supari Studios
- Shivani Mehta, , Supari Studios
- Nidhi Mathur, , Supari Studios
- Falgun Busa, , Supari Studios
- Raghav Mehta, , Supari Studios
show more
show less
Company
Homeground United – an integrated collective comprising eg+, TBWA\Singapore, designory and OPRG
Client
FairPrice Group
Summary
Chinese New Year is a time for grand celebrations and get-togethers. However, as inflation gripped the nation, consumers found it difficult to celebrate the way they hoped to. As a brand committed to keeping everyday essentials affordable, FairPrice sought to make Chinese New Year celebrations accessible with a 360-integrated campaign that champions the magnanimous spirit of the Dragon.
In the age-old tale of the zodiac race, the Dragon, despite being powerful, came in fifth because it stopped to help many other animals along the way. With the campaign, FairPrice positioned itself as the modern-day Dragon that helps everyone, especially those cutting back, to be able to afford and enjoy the biggest festive celebration.
Through a cohesive integrated campaign that consisted of ATL (Above the Line), BTL (Below the Line), and TTL (Through the Line) strategies, FairPrice demonstrated its commitment to putting customers first. This message was consistently conveyed across all platforms: FairPrice has everything you need for a meaningful celebration, with affordable prices. The campaign attracted a huge amount of publicity, saw brand adoration soar and cemented FairPrice’s dominance with market share reaching unprecedented heights.
Entry credits
- Alison Ee, , NTUC Fairprice Co-operative Ltd
- Yenn Lim, , NTUC Fairprice Co-operative Ltd
- Jenny Tan, , NTUC Fairprice Co-operative Ltd
- Daphne Ng, , NTUC Fairprice Co-operative Ltd
- Brendan Ho, , NTUC Fairprice Co-operative Ltd
- Sabrina Low, , NTUC Fairprice Co-operative Ltd
- Pei Yi Peh, , NTUC Fairprice Co-operative Ltd
- Brendon Lim, , NTUC Fairprice Co-operative Ltd
- Xin Xian Wong, , NTUC Fairprice Co-operative Ltd
- Garry Moss, , NTUC Fairprice Co-operative Ltd
- Ariel Yap, , NTUC Fairprice Co-operative Ltd
- Alissa Lim, , NTUC Fairprice Co-operative Ltd
- Emmanuel Sabbagh, , TBWA\ Asia
- Zeen Tng, , TBWA\ Singapore
- Yong Ping Loo, , TBWA\ Singapore
- Germaine Chen, , TBWA\ Singapore
- Lauren Lim, , TBWA\ Singapore
- Amos Foo, , TBWA\ Singapore
- Gwendelyn Gomez, , TBWA\ Singapore
- Vicki Ong, , TBWA\ Singapore
- Horng Ann Tee, , designory
- Isaiah Bennett, , designory
- Natalie Kok, , designory
- Victoria Tay, , EG+ Worldwide
- Michelle Lee, , EG+ Worldwide
- Germaine Ng, , EG+ Worldwide
- Amelia Ng, , EG+ Worldwide
- Alexa Yeo, , EG+ Worldwide
- Jeconiah Tan, , EG+ Worldwide
- Leonard Chong, , EG+ Worldwide
show more
show less
4
Data/Insight
Why you could win
Your team used data and insights to drive the success of a campaign during the period between April 2023 and April 2024. The effects of your data-driven approach might include discovery of new insights, successful targeting, streamlining process, enhanced customer experience, use of insight to implement change.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of your data/insights outputs.
Company
Danone, CHEP Network and Tealium
Summary
Danone, a €27bn global health and nutrition powerhouse, embarked on a transformative journey to revolutionise its digital strategy. Collaborating with CHEP Network and Tealium, Danone aimed to harness the potential of first-party data for personalised customer experiences at scale.
Objectives:
Facing a diverse customer base and stringent regulatory landscapes, Danone set out to drive product sales, enhance consumption, and ensure compliance. This required sophisticated segmentation and messaging strategies to resonate effectively with each demographic.
Approach/Strategy:
Danone's approach was rooted in digital transformation, leveraging Tealium's CDP to synchronise digital maturity across its brands. By adopting a real-time first-party data strategy, Danone aimed to enhance targeting precision and maximise ROI outcomes through training, experimentation, and data-driven insights.
Results:
Danone's digital evolution yielded remarkable results. Triggered campaigns fuelled eCommerce sales growth, while products like AptaGrow and Souvenaid experienced significant market share gains and sales surges. Tealium's CDP adoption streamlined time-to-value, achieving a remarkable 418% ROI post-implementation. Importantly, Danone's commitment to privacy-first personalisation ensures compliance while staying ahead in AI and machine learning readiness.
Conclusion:
Danone's partnership with Tealium and CHEP signifies a strategic shift towards data-driven growth and personalised customer experiences. By embracing innovation and agility, Danone has cemented its position as a leader in the health and nutrition industry, poised for sustained success in the digital age.
Entry credits
- Matt Gretton, , CHEP Network
- Stuart Sheridan, , Danone Nutricia
- Marie Dalton, , Tealium
- Victoria Bergin, , Tealium
show more
show less
Company
AB InBev
Client
AB InBev
Summary
This case is about Budweiser Beats, an energy drink that turned the category on its head by revolutionising it with an innovative, pathbreaking insight giving a completely new meaning to an energy drink. Ditching the category codes of action and adventure pervading the category, Budweiser Beats moved beyond the space of physical energy and chose to address the cognitive energy needs of India’s Gen Z creative community instead. This elevated the role of an energy drink to being their enabler in their creative journey, helping the brand gaining significant revenues and brand love!
Entry video
Entry credits
- Vineet Sharma, , AB InBev
- Vineet Hansaria, , AB InBev
- Vamika Singh, , AB InBev
- Shiba Bhutani, , AB InBev
- Ankit Kataria, , AB InBev
- Shankar Jayaram, , AB InBev
- Shouvik Tarafder, , AB InBev
- Kunel Kunel, , Animal
show more
show less
Company
Hivestack by Perion & OMG for Helena Rubinstein
Client
Omnicom Media Group Hong Kong
Summary
There is fierce competition in the beauty industry in Hong Kong with beauty marketers laser focused on digital advertising and its measurability. Agencies are trying to encourage more traditional clients to reallocate budget to data-driven channels to drive efficiency and precision for their campaigns. For the L’Oréal Helena Rubinstein brand, the story was no different. Its agency Omnicom Media Group (OMG) set out to show its client how other beauty brands expanded into the OOH category in Q2 2023 and why the power of data-driven DOOH could put their brand ahead of their competition when combined with other digital channels.
There was a tight timeline and high production costs for launching the ad across traditional OOH so to solve this challenge, OMG proposed a programmatic approach to DOOH to ensure its client could activate the POWERCELL Youth Reinforcing Serum campaign with speed and efficiency on DOOH screens. In order to drive and measure as much footfall traffic into its physical stores in Hong Kong, screens within close proximity of these points of interest (POI) were selected. The results were eye-opening.
Entry video
Entry credits
- Helen Cheung, , Omnicom Media Group
- Sally Ng, , Hivestack by Perion
- Cindy Chan, , Omnicom Media Group
- Olivia Lee, , Omnicom Media Group
show more
show less
Company
Disney Star Network
Client
Disney Star India
Summary
Disney Star, nation’s greatest storyteller, reaching around 700+ million viewers a month on TV across India and over 100 other countries in 9 different languages. The network generates over 20,000 hours of content every year and broadcasts 70+ channels, reaching 9 out of 10 C&S TV homes in India.
But how does one tell a story without the right words?
In India, only 10% of the population speaks English, while the rest of the country relies on the 700 spoken and 22 official languages - most only know derogatory words for the community in their native tongue.
We realised that people’s native language is what makes them feel closer to their identity, family and society.
Hence only language had the power to shape the world.
The world was evolving, it’s time our words did too.
We created Words of Pride – A lexicon of respectful words of Indian languages found and taught.
A campaign that highlights the convergence of language and respect.
We brought together a collective of 150+ language experts, scholars and members of the LGBTQIA+ community to create a unique vernacular glossary in 7 regional languages.
In just 4 weeks, it reached over 53.5 Million Indians and garnered 55+ Million video views including 196.6K+ engagements.
Disney Star India’s website traffic jumped 171% over the previous month.
45% of the views on the platform were organic, which is 5x the industry benchmark.
While other brands were getting lambasted for “tokenism” the campaign saw a 92% positive sentiment.
Entry video
Entry credits
- Aditya Kanthy, , DDB Regional Corporate
- Rahul Mathew, , DDB Regional Corporate
- Vanaja Pillai, , 22feet Tribal Worldwide
- Shikha Davessar, , 22feet Tribal Worldwide
- Preetham Venkky, , DDB Mudra Group
- Vishnu Srivatsav, , 22feet Tribal Worldwide
- Ishan Mehta, , 22feet Tribal Worldwide
- Diya Sarker, , 22feet Tribal Worldwide
- Srishti Singh, , 22feet Tribal Worldwide
- Pavithra Nair, , 22feet Tribal Worldwide
- Debashish Ghosh, , 22feet Tribal Worldwide
- Shyam Nair, , 22feet Tribal Worldwide
- Sneha Iyer, , 22feet Tribal Worldwide
- Suraj Kolhapure, , 22feet Tribal Worldwide
- Sunny Jha, , 22feet Tribal Worldwide
- Ashita Vora, , 22feet Tribal Worldwide
- Shruti Parulekar, , 22feet Tribal Worldwide
- Shraddha Patil, , 22feet Tribal Worldwide
- Ankita More, , 22feet Tribal Worldwide
- Mohit Patil, , 22feet Tribal Worldwide
- Gaurangi Gokhale, , 22feet Tribal Worldwide
- Shivani Borse, , 22feet Tribal Worldwide
- Shivani Bansal, , 22feet Tribal Worldwide
- Apeksha Pandey, , 22feet Tribal Worldwide
- Vinit Wala, , 22feet Tribal Worldwide
- Gaurav Magotra, , 22feet Tribal Worldwide
- Ken Sekhar, , 22feet Tribal Worldwide
- Nussarat Ibrahim, , 22feet Tribal Worldwide
- Christopher Mergo, , 22feet Tribal Worldwide
- Inas Shaikh, , 22feet Tribal Worldwide
- Akash Tiwari, , 22feet Tribal Worldwide
- Yash Jeswani, , 22feet Tribal Worldwide
- Yash Rajwani, , 22feet Tribal Worldwide
- Reshmi Ghosh, , 22feet Tribal Worldwide
- Sanskar Hassanandani, , 22feet Tribal Worldwide
- Rahul Mokhasi, , 22feet Tribal Worldwide
- Amol A Lad, , 22feet Tribal Worldwide
- Priya Nathan, , 22feet Tribal Worldwide
- Shivanandan Laxman, , 22feet Tribal Worldwide
- SN Karthik, , 22feet Tribal Worldwide
- Manoj Jagannath, , 22feet Tribal Worldwide
- Thejus Valappil, , 22feet Tribal Worldwide
- Hemanth KN, , 22feet Tribal Worldwide
- Aaron K, , 22feet Tribal Worldwide
- Vijay Khamitkar, , 22feet Tribal Worldwide
- Hitesh Indap, , 22feet Tribal Worldwide
- Sunit Manchanda, , 22feet Tribal Worldwide
- Mehak Jaini, , 22feet Tribal Worldwide
- Rachita Goel, , 22feet Tribal Worldwide
- Abhishek Shastri, , 22feet Tribal Worldwide
- Minakshi Achan, , Disney Star
- Kanika Mathur, , Disney Star
- Rupesh Wadekar, , Disney Star
- Jyotsna Mendon, , Disney Star
- Prerana Bhasin, , Disney Star
- Anvita Thapliyal, , Disney Star
- Alia Sojwal, , Disney Star
- Rishi Gaind, , Disney Star
- Archana Chopara, , Disney Star
- Varsha Panikar, , Star Hopper
- Asawari Jagushte, , Star Hopper
- The Gaysi Family Gaysi, , Gaysi
show more
show less
5
Design/Brand
Why you could win
Your team leveraged design and branding to achieve marketing and business outcomes during the period between April 2023 and April 2024. Enter this category to showcase design development for a product, campaign or advert.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of your design and branding outputs.
Company
1HQ Brand Agency ( Singapore)
Client
Unilever
Summary
Due to multiple product re-positionings and pack relaunches since 2007: POND’S had lost both audience allure and expert perceptions, and needed to re-establish relevance, credibility and desirability while leveraging skincare trends towards affluence and scientific innovations.
2023’s pack relaunch would drive a brand re-appraisal in Southeast Asia and beyond, by elevating POND’S from a mass brightening product to a masstige skincare brand: enabling the business ambition of $1billion by 2026.
The creative approach was encapsulated in the mantra “where science meets desire”. Drawing on nearly two centuries of beauty aspiration and innovation, creatives revolutionised POND’S iconic assets: over 50 shades of pink were considered before isolating the brand’s heartbeat, the tulip was reimagined as a symbol of elegance, beauty and grace, trademarked ingredients NIASORCINOL™ and HEXYL-RETINOL™ were celebrated in captivating droplet visuals, while “POND’S”, rebranded as “POND’S Skin Institute”, boldly re-asserted the brand as a leader in premium skincare science.
The pack refresh fundamentally shifted brand perceptions: garnering consumer verbatims such as “The colour palette looks sophisticated”, while Social Listening cited packaging as “luxurious” and “elegant”.
The positive sentiment was reflected in market data: in Thailand, both Underlying Sales and Volume Growth showed significant turnaround, with USG +103%, and UVG +66%. In both Thailand and The Philippines, January 2024’s brand turnover rose 2.6x, with serum’s 7x growth contributing 28% to total brand. E-commerce also showed explosive growth within the first month of launch, with a +50% conversion rate and 40% increase in overall brand sales.
Entry credits
- Karen Cole, , 1HQ Brand Agency
- Cherie Loh, , 1HQ Brand Agency
- Sindy Seet, , 1HQ Brand Agency
- Floydd Wood, , 1HQ Brand Agency
- Enid Tam, , 1HQ Brand Agency
- Fendy Tasman, , 1HQ Brand Agency
- Rachel Goh, , 1HQ Brand Agency
show more
show less
Company
1) George P. Johnson 2) Design bridge and partners
Client
HSBC
Summary
The annual Singapore Fintech Festival (SFF) draws brands, innovators, and decision makers from across the world of finance. Exhibitors compete for the crowd’s attention, which is divided across over 700 booths and sponsors, and 300 hours of content spanning three days.
Few booths gave guests a clear and compelling reason to seek them out. Moments that genuinely demonstrate fintech in an interactive and engaging way were also few and far between.
In looking to boost HSBC’s presence at the 2023 Festival, we wanted to achieve two things: tap into the motivations of attendees and draw them in with something unmissable.
We identified that most people attended the Festival to either experience an exciting new fintech innovation or learn something valuable that can unlock new opportunities. We wanted the HSBC booth to be the ultimate destination to fulfil both these pursuits: “Where Opportunity Meets Innovation”.
Our space took shape as a confluence of HSBCs cutting-edge offerings: borderless banking, AI-powered initiatives, thought leadership, collaborations.
And at the centre of it all was HSBC NEXUS, a four-metre-tall generative art installation. An eye-catching and highly engaging demonstration of HSBC’s commitment to digital innovation.
It drew guests to our booth, where they interacted, answered questions on fintech and saw their responses morph into abstract animated artwork.
Across three days, our booth drew over 10,000 visits, with 1064 people interacting with HSBC Nexus and sharing over 400 social posts.
Entry video
Entry credits
- Sourik Sinha, , HSBC
- ChenYi Lim, , George P. Johnson
- Lydia Goh, , George P. Johnson
- Claire Low, , George P. Johnson
- Romain Lachevre, , Design Bridge & Partners
- Lorraine Kong, , Design Bridge and Partners
- Aaron Lim, , Design Bridge and Partners
- Nadiah Povel, , Design Bridge & Partners
- Jie Ni Liew, , Design Bridge & Partners
- Louisa Luk, , Design Bridge and Partners
show more
show less
Company
YouMakeMe
Client
Haka House Hostels
Summary
YouMakeMe embarked on a transformative project with Haka House to create New Zealand's most extensive hostel network, targeting Millennials and Gen Z with a brand intertwining New Zealand's cultural fabric with sustainability and digital innovation. Haka House's brand genesis involved delving deep into the demographic's psyche, tailoring a narrative that resonated with their values and aspirations.
The innovation blueprint for Haka House was a Brand Product Profile outlining the brand's core, ensuring hostels offered immersive cultural experiences. The Haka House Brand Standards were crafted, dictating the brand's execution and fostering a sense of community and adventure across all platforms.
The brand's journey from concept to reality involved meticulous strategic and creative efforts, making the brand's identity tangible through all facets - architectural designs, operational manuals, and customer service philosophies.
Creative alchemy was central to our approach, developing a unique visual language that echoed New Zealand's heritage and contemporary culture, including a custom typeface and versatile symbolic suite. The brand's color palette, inspired by New Zealand's natural beauty, was a narrative device in itself.
Spatial storytelling was pivotal, with Haka House's design fostering interaction and personal retreats, setting the stage for memorable experiences. Our engaging and adaptive strategic brand-building cut through the digital noise, leveraging social media platforms to craft engaging narratives. Our iterative approach ensured continuous brand refinement, staying ahead in the dynamic travel and hospitality industry.
Our scope covered product development, branding, experience design, merchandising, advertising, operations marketing, content and storytelling, wayfinding, social media, digital marketing, website development, interior design consulting & multimedia production.
Entry video
Entry credits
- Marc Bichet, , YouMakeMe
- Charles Hamelin, , YouMakeMe
- Erwann Mahe, , GCP Hospitality
- Ryan Sanders, , Haka House Hostels
- Soraya Klemenz, , YouMakeMe
- Clara Regrigny, , YouMakeMe
- Wannakanok (Whan) Tongyai, , YouMakeMe
show more
show less
Company
South China Morning Post
Summary
In August 2023, the South China Morning Post rebranded Style, its flagship print and digital luxury lifestyle publication. The all-new website elevates a high-quality UX experience through discerning content and innovative, fresh design, which truly elevates a reader-first experience. The rebrand marked a new era for Style, as it reimagined its focus and positioning, strengthening content quality and breadth – alongside elegant design – all to provide “discerning and intelligent luxury” for its spectrum of affluent readers.
One of the goals of redesigning Style was to bring it more in touch with market competitors and make it part of the wider – and diverse – luxury community. With this in mind, as well as the content repositioning, the rebrand also saw refreshed branding and design elements, fully transforming the reader experience and taking Style into its exciting next chapter. The brand transformation was underpinned by extensive market research and a comprehensive redesign process, driven by a passion for outstanding reader experience, plus unique and beautiful content. New engagement features such as 'Style Stories' are testament to this.
Results thus far have been exceptional, with 215% increase in page views and 192% increase in MAU, to name two. These results have not only demonstrated reader engagement, but also advertiser; Style Stories (which can be customised with tailored ad opportunities, for example) have increased page views by 49% per session.
The rebranded Style seamlessly showcases its new personality, one that moves away from the traditionally elitist world of luxury, into a
Entry credits
- Alan Hui, , South China Morning Post
- Ben Abbotts, , South China Morning Post
show more
show less
Company
McCorkell Group
Client
Tetra Pak
Summary
The landscape of an industry is completely changed when innovation mixes with business. New processes, new possibilities and new products are all born out of one idea.
Tetra Pak aren’t strangers to being at the forefront of cutting-edge in the food and beverage space, however, their latest contribution has the potential to drive a seismic shift in how new businesses enter the market.
Typically speaking, starting a beverage brand is a costly and laborious process, filled with R&D, concepting, recipe and formulation testing, go-to-market plans and production commitments. It’s an expensive exercise that can take years to do properly — by which time a taste, a trend or even the passion may have died down. Time is the important factor in all of this, yet that often gets overlooked the most.
Leaning on the innovation skills that earned them their glowing reputation, and the packing prowess of key partner DenEast, Tetra Pak embarked on a challenge to build a world first in beverage brand production — Bloom. A business incubator that promised to have brands go from idea to shelf in as little as 9 months.
Having built a strong relationship with Tetra Pak, McCorkell was asked to bring this new off-shoot to life from the ground up. This project involved complete branding delivering look and feel to brand guidelines, hero visual creation, a brand video complete with 3D animation, and a full-scale launch event.
Entry credits
- Scott McCorkell, , McCorkell
- Chris Beadle, , McCorkell
- Luke Holman, , McCorkell
- Christina Liew, , Tetra Pak
- Jack Tan, , McCorkell
- Max Penzel, , We Are M2
- Christoph Renger, , We Are M2
- Ewan Cutler, , Hudson Films
show more
show less
7
Experience
Why you could win
Your team used marketing activations, brand immersive experiences and strategies to transform customer experiences during the period between April 2023 and April 2024. Judges will assess the innovation and impact on audiences.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of the experience and outcomes.
Company
MOI Global
Client
Alibaba Cloud
Summary
Alibaba Cloud aimed to establish a unique brand position through the influence of the Olympic Games, positioning
itself as the top and eco-friendly cloud provider in the gaming sector. The strategic focus was on Southeast Asia,
demonstrated through the inaugural Olympic Esports Week, showcasing Alibaba Cloud's secure and sustainable
technology.
Three thematic zones, 'Gaming Performance,' 'Game and Event Quality,' and 'Environmental Responsibility,' formed
the strategic proposition to shape the future of esports. The execution materialized in an immersive booth at the
Olympic Esports Week, blending futuristic aesthetics with openness and targeting both B2B and B2C audiences.
Results were notable, with over 20,000 visitors, 2,000 public interactions, and engagement from Heads of State.
Alibaba Cloud's commitment to sustainability led to a 14-ton reduction in carbon emissions, earning accolades at
the ESG Business Awards and SBR Management Excellence Awards.
A web application generated 4,792 pledges, with one in five visitors committing to carbon reduction actions.
Additionally, the team's technology reduced 24 tons of CO2e associated with event construction.
Entry video
Entry credits
- Adeline Chang, , MOI Global
show more
show less
Company
Interactive Avenues
Client
ITC Limited
Summary
For a decade, Sunfeast Dark Fantasy struggled to significantly move the needle on market penetration and consumer engagement, despite considerable investment in advertising and celebrities. The brand needed to create an unexpected experience to build meaningful engagement. The #MyFantasyAdWithSRK campaign was born out of this necessity, aiming to reinvent the brand-consumer interaction by turning consumers into brand storytellers through a one-of-its kind personalized experience that enabled them to co-star with Bollywood superstar, Shah Rukh Khan. #MyFantasyAdWithSRK exceeded expectations with 1 million+ personalized Dark Fantasy Ads created, a 300% boost in social chatter, 41% hike in purchase intent and a 25% increase in penetration.
Entry video
Entry credits
- Aparna Tadikonda, , Interactive Avenues
- Karan Anand, , Interactive Avenues
- Sindhu Janardhan, , Interactive Avenues
- Siddhant Mazumdar, , Mediabrands Content Studio, India
- Kirti Agarwal, , ITC Limited
- Anushree Ghosh, , ITC Limited
- Nitin Koltake, , ITC Limited
- Lekha Singh, , Interactive Avenues
- Nitin Kalel, , Interactive avenues
- Priti Maydeo, , Interactive Avenues
- Amit Sanglikar, , Interactive Avenues
show more
show less
Company
HSBC Singapore
Client
HSBC Singapore
Summary
HSBC Makes a Hole-in-One for Social Impact in Singapore
Challenge: Global brand HSBC sought deeper connections with the Singaporean community. While sponsoring prestigious events like the HSBC Women's World Championship (HWWC) offered international recognition, it didn't resonate strongly with a local audience with low affinity with golf.
Insight: Recognizing Singaporeans' value for social good, HSBC pivoted with the "Power of Play" campaign.
Solution: The campaign addressed the ongoing issue of disability discrimination faced by over 110,000 Singaporeans.
• Empathy Through Experience: HSBC collaborated with experts to create "Power of Play Clubs" simulating various disabilities. Users experienced the challenges firsthand, fostering a memorable and impactful experience.
• Accessible Engagement: An AR mobile version expanded reach, enabling participation from anywhere. Gameplay directly translated into donations for the disability-focused charity SPD, linking engagement to social impact.
• Raising Awareness: The campaign leveraged influencers and events to amplify its message.
Results: "Power of Play" exceeded expectations:
• Soaring Engagement: Social media engagement surged by 612%, reaching over 15 million impressions.
• Doubled Donations: Gameplay directly translated into doubled donations for SPD compared to previous years.
• Potential Brand Boost: The campaign's focus on social good likely resonated with Singaporeans, potentially contributing to a more positive perception of HSBC.
Takeaway: HSBC's "Power of Play" exemplifies a successful campaign. It leveraged creativity, technology, and partnerships to drive social impact, user engagement, and potentially, brand affinity.
Entry video
Entry credits
- Sourik Sinha, , HSBC Singapore
- Nelly Lim, , Ogilvy Singapore
- Troy Lim, , Ogilvy Singapore
- Victoria Lee, , Ogilvy Singapore
- Alan Choong, , Ogilvy Singapore
- Joseph Lim, , Ogilvy Singapore
show more
show less
Company
1) George P. Johnson 2) Design bridge and partners
Client
HSBC
Summary
The annual Singapore Fintech Festival (SFF) draws brands, innovators, and decision makers from across the world of finance. Exhibitors compete for the crowd’s attention, which is divided across over 700 booths and sponsors, and 300 hours of content spanning three days.
Few booths gave guests a clear and compelling reason to seek them out. Moments that genuinely demonstrate fintech in an interactive and engaging way were also few and far between.
In looking to boost HSBC’s presence at the 2023 Festival, we wanted to achieve two things: tap into the motivations of attendees and draw them in with something unmissable.
We identified that most people attended the Festival to either experience an exciting new fintech innovation or learn something valuable that can unlock new opportunities. We wanted the HSBC booth to be the ultimate destination to fulfil both these pursuits: “Where Opportunity Meets Innovation”.
Our space took shape as a confluence of HSBCs cutting-edge offerings: borderless banking, AI-powered initiatives, thought leadership, collaborations.
And at the centre of it all was HSBC NEXUS, a four-metre-tall generative art installation. An eye-catching and highly engaging demonstration of HSBC’s commitment to digital innovation.
It drew guests to our booth, where they interacted, answered questions on fintech and saw their responses morph into abstract animated artwork.
Across three days, our booth drew over 10,000 visits, with 1064 people interacting with HSBC Nexus and sharing over 400 social posts.
Entry video
Entry credits
- Sourik Sinha, , HSBC
- ChenYi Lim, , George P. Johnson
- Lydia Goh, , George P. Johnson
- Claire Low, , George P. Johnson
- Romain Lachevre, , Design Bridge & Partners
- Lorraine Kong, , Design Bridge and Partners
- Aaron Lim, , Design Bridge and Partners
- Nadiah Povel, , Design Bridge & Partners
- Jie Ni Liew, , Design Bridge & Partners
- Louisa Luk, , Design Bridge and Partners
show more
show less
Company
Creativehunts Vietnam
Client
Unilever Vietnam
Summary
For Vietnamese consumers, 2023 was not a good rebound year economically and socially. With Tết coming, being “FINE” this Tết sounds like a far-fetched dream.
But that really depends on the DEFINITION of being FINE, it can be Financialy Gain, Relationship stability, Career Advancement or sometimes, Winning a lottery. But is that the true meaning of being fine this Tết?
Lifebuoy wanted to reassure that for every Tết, being healthy, being germ-free is already the FINEST things for Tết, and that, as long as your family is Healthy, Tết is already FINE.
But how can we break our consumer's materialism thoughts, to truly introduce them the real meaning of being FINE this Tet
And that leads to our Wall of FINE Tet, in Landmark81, Ho Chi Minh, Vietnam.
Entry video
Entry credits
- Nhan Mai Ngoc, , Unilever Vietnam
- Quoc Nguyen Huu, , Unilever Vietnam
- Anh Pham Viet, , Unilever Vietnam
- Rick Nguyen, , DigiX
- Hang Nguyen, , MMusic
- Uyen Chau Tran Hoang, , Creativehunts
- Tung Dang Minh Son, , Creativehunts
- An Duong, , Creativehunts
show more
show less
Company
Big Bad Wolf
Client
Rémy Cointreau
Summary
Hong Kong, a bustling and cosmopolitan city, is known for its fast-paced lifestyle and a population that is easily attracted by new experiences. Therefore, we are proud to launch the " To Craft exceptional Cognac Express” campaign, taking place at one of the high-end and upscale shopping mall Elements during CNY.
While the cognac market holds a niche position in Hong Kong, Rémy Martin aims to connect with new audiences and impart upon them the art of enjoying life through a captivating physical activation experience. By exploring the various tasting notes of cognac—Eye, Nose, Taste, and Body—the brand seeks to engage and attract new customers.
To fit in the Lunar New Year period, which is typically a time when individuals plan travels or gather with family and friends, we strategically collaborated with 22 Hong Kong and Greater Bay KOLs and leveraged on 5 paid media channels to drive campaign site registrations, that allow registers to sign up masterclass tutorial and experience immersive event with cicerone. Furthermore, brand content and products information were featuring in campaign site, once visitors increase their purchase intention they will redirect to e-commerce site for further action. The aim is to raise product awareness and uplift products sales throughout 1.5 month.
As a result, we achieved an impressive 3.7million impression with 6.8 times more conversions for CNY products through our paid media, recorded 39.7% check-in rate at the event and created HKD $976,000+ of PR value through KOLs content which spread out at different stage.
Entry video
Entry credits
- Alvin Wong, , Rémy Cointreau
- Erica Ip, , Rémy Cointreau
- Matt Penrose, , Big Bad Wolf
- Judien Wang, , Big Bad Wolf
- Leo Chan, , Big Bad Wolf
- Jane Tai, , Big Bad Wolf
- Rosa Cheung, , Big Bad Wolf
- Sukey Cheng, , Big Bad Wolf
- Edith Chow, , Big Bad Wolf
- Sherry Shen, , Big Bad Wolf
- Celia Chan, , Big Bad Wolf
show more
show less
Company
PK Entertainment Group
Client
Google
Summary
Southeast Asia as a society is increasingly driven by visual contents. While TV advertising has been the traditional medium, digital advertising is rising, presenting a significant opportunity for YouTube.
Yet, brands and agencies remain skeptical of YouTube's role in reaching their target audiences at critical moments that matter. How can we inspire and reassure top advertisers across the region of YouTube's efficacy in delivering business outcomes?
We needed to drive a deeper understanding of YouTube solutions and their potential alignment with client marketing strategies by exciting and engaging them through building momentum for trying YouTube solutions.
Enter YouTube Works Awards— an awards program that spotlights the most innovative and impactful campaigns leveraging the power of YouTube. By showcasing advertisers' achievements, they can witness how their peers are achieving remarkable business results on YouTube, compelling them to follow suit.
The Finale—a grand culmination of the event was conceived. From the Hall of Fame exhibition that unveils the winners, to the awarding ceremony with multicultural performances by renowned SEA artists and keynotes from successful YouTube creators, we ensured attendees from across the region felt represented, seen, and recognized for their extraordinary achievements.
The event not only achieved its objectives but also surpassed targets, starting from an increase in submissions and attendance compared to last year, to massive buzzes on digital platforms and press coverage. Most importantly, attendee satisfaction was exceptionally high, showing how we’ve inspired confidence among top advertisers while also fostering a culture of innovation and excellence in YouTube advertising.
Entry video
Entry credits
- Lilian Low, , Google
- Pam Cabuslay, , Google
- Peter Harjani, , PK Entertainment Group
- Harry Sudarma, , PK Entertainment Group
- Jeffrey -, , PK Entertainment Group
- Jessie Sonia, , PK Entertainment Group
- Shreya Shetty, , Pitchday
show more
show less
8
Media
Why you could win
Your team used media planning, audience engagement, and the effective media strategies during the period between April 2023 and April 2024. Your entry will demonstrate success across TV, CTV, OOH, Print, Online, etc, and can be a single media or integrated campaign.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of your media outputs.
Company
FairPrice Group
Client
FairPrice Group
Summary
FairPrice Group was founded in 1973 amidst a global recession to keep daily essentials within reach, and continues delivering strongly on this mission by benchmarking the prices of staples and balancing profit with purpose.
We’ve grown to become Singapore’s largest retailer today, but, a problem emerged along the way:
THE BIGGER WE GREW, THE MORE PEOPLE FELT WE WERE GROWING APART FROM THEM, TOO BIG TO REMEMBER EVERYDAY STRUGGLES.
To remind people we weren’t the unfeeling corporate behemoth they thought we’d become, we leveraged our 50th anniversary to deliver the ‘Always, FairPrice’ campaign. The core idea for the campaign was to restore AFFECTION for the brand, by anchoring on the HUMAN STORIES of our people, customers and community; to drive appreciation and engagement for our unsung efforts.
By the end of our campaign, 75% of Singaporeans regained their affection for us.
Entry video
Entry credits
- Alvin Neo, , FairPrice Group
- Jean Khong, , FairPrice Group
- Ruth Yap, , FairPrice Group
- Jackson Tan, , FairPrice Group
show more
show less
Company
Quantcast
Client
Fishermen's Friend
Summary
With a rich history dating back to 1865, Fisherman's Friend is a brand of strong menthol lozenges manufactured by the Lofthouse company in Fleetwood, Lancashire, England. In Australia, Fisherman’s Friend is distributed by Stuart Alexander & Co. since 2003, and its products continue to be a household name in the country and globally.
Fisherman’s Friend is a well-established mint confectionery well-loved by generations. The brand has transcended throughout decades by keeping their customers at the heart of their business, and continually making their unique flavours easily available to fans (new and old) globally.
However, recent changes in their audience profiles and rising competition prompted the brand to evaluate where they sat in the market and to derive insights which could help them improve their media strategies moving forward, including growing competition, changing economic situations and the need to be present on newer digital channels.
Evaluating these needs, Havas – the appointed media agency for Fisherman’s Friend – determined that Quantcast’s Brand Lift Live product was the perfect solution to help the brand:
- Understand where they sat amongst their competitors with brand recognition
- Raise brand awareness and uplift
- Engage existing customers and reach new potential ones on CTV channels with a video offering
- Accurately measure (in numbers) what their brand uplift was after the campaign (whether the video ads were effective in driving brand recall), and ultimately lay the groundwork for future marketing tactics used to promote Fisherman’s Friend products in 2024
Entry credits
- Koray Buyukkopru, , Quantcast
show more
show less
Company
Wavemaker
Client
Lancôme
Summary
In a competitive luxury market, where new challenger brands vie for attention, Lancôme faced the added pressure of high expectations due to its absence in the Philippine market. The goal was to make an impactful relaunch and establish a lasting presence locally at a time where luxury brands struggle to convince affluent beauty shoppers to continue spending and stay relevant. Therefore, we took to task in creating meaningful connections with the intended audiences by increasing the brand’s desirability and aiming for brand differentiation—a route where we positioned “happiness” as Lancôme’s distinguishing virtue. For media, we chose high affinity touchpoints/platforms—to maximize efficiency—as well as easing the path for potential customers to consider the brand by ensuring Lancôme’s constant presence on e-commerce platforms.
Entry image
LOGO LANCOME 2021 Noir.ai
Entry credits
- Jess Lopez, , LOreal Philippines
- Krhizalie Pasigan, , LOreal Philippines
- Patricia Delos Reyes, , LOreal Philippines
- Samantha Gonzales, , LOreal Philippines
- Charlagne Dela Cruz, , Wavemaker
- Lily Agito, , Wavemaker
- Francesca Granda, , Wavemaker
- Gianina Moreno, , Wavemaker
- Danica Francia, , Wavemaker
- Bianca Lingad, , Wavemaker
- Ceska Batang, , Wavemaker Content and Activations
- Neil Bascos, , Wavemaker Content and Activations
- David Yulo, , Wavemaker Content and Activations
- Jeniffer Domingo, , Wavemaker Content and Activations
- Maris Olanday, , Wavemaker Content and Activations
- Kathq Ferror, , Wavemaker Content and Activations
show more
show less
Company
Lifebuoy
Client
Unilever Vietnam
Summary
After COVID-19, it seems like everything that Vietnamese consumers knew about Hygiene Protection is completely forgotten. Covid-19 is not the only disease that would potentially cause harm to our consumers’ health and it should not be. Hand Foot Mouth, Conjunctivitis, and Seasonal Flu are flushing back, especially in the summer with higher than usual rate of infection. The most common places to infection are at the crowded places and outdoor locations where the risk of exposure is incredibly high.
This puts our consumer at the unnecessary state of ignorance where Lifebuoy - the biggest hygiene guardian in Vietnam can play our part. Our goal is dedicated to encouraging our consumers to maintain their use of hand sanitizers in crowded settings and to remember handwashing upon returning home from outside. This approach will not only sustain our market presence but also ensure that Lifebuoy remains the #1 Hygiene guardian.
Entry video
Entry credits
- Nhan Mai, , Unilever
- Hieu Pham, , Unilever
- An Duong, , Creativehunts
show more
show less
Company
Lifebuoy
Client
Unilever Vietnam
Summary
Tết has always been one single most important occasions that Lifebuoy will not miss in reminding the importance of Hygiene Habits – for the season of Reunion.
For Lifebuoy, this is the season to increase consumption of Lifebuoy germ-protection products range with a relevant and insightful communication that provokes engagement as well as conversion.
The bigger challenge arises for Lifebuoy when financial gain has become the heat of the conversation. How to bring back the Health relevance? And again, in the season of giftings and presents and hongbao, what would capture our consumers’ attention away from those material impulse? How can Lifebuoy stay on-top of its game to be the Hygiene Guardian for every family reunion, every bonding moment, every Tết outing?
Entry video
Entry credits
- Nhan Mai, , Unilever
- Uyen Chau, , Creativehunts
- An Duong, , Creativehunts
show more
show less
Company
Lifebuoy
Client
Unilever Vietnam
Summary
Tết 2024 with vastly changes on economically & socially, home-coming sounds like a far-fetched dream.
Overwork during Tết then became a new habit, especially for young adults who wanted to bring home more "money" and more "gifts". What they don't know is that for their parents, the biggest gift this Tết is just their kids can safely come home.
As a guardian of Health & Hygiene, Lifebuoy decided to change this behavior.
The issue lied in the fact that, even with our Tết Call-to-Action, it was already late for them to change their mind as home-coming Ticket would be completely booked 3 months before Tết.
But that couldn't stop us. With "The Song that BRINGS you HOME", partnering with Spotify, Lifebuoy aimed to turn this health-stretching behavior into a moment for immediate homecoming ticket.
Entry video
Entry credits
- Nhan Mai, , Unilever
- Anh Pham, , Unilever
- Quoc Nguyen, , Unilever
- Uyen Chau, , Creativehunts
- An Duong, , Creativehunts
show more
show less
Company
LookTV
Client
LookTV
Summary
LookTV is all about streaming awesome stuff, especially for "Zillenials" you know, millennials and Gen Z. But here's the thing: Zillenials can't stand ads. So, we had this wild idea to connect with them differently. Turning the most boring channel ever – Out-of-Home (OOH) – into lively, tailored creations. With quirky copy and simple standout designs, we transformed ads into urban eye candy. The campaign clicked because we spoke their language, ditching the traditional ad playbook and getting real with audience. By doing this, LookTV found a way to reach these ad-avoiders on their own terms, exceeding the channel’s limit.
Entry video
Entry credits
- Ulziibayar Boldbaatar, , Unitel LLC
- Chinsanaa Bat-Erdene, , Unitel LLC
- Tuguldur Khatanbaatar, , Unitel LLC
- Tevtenger Gankhuyag, , Unitel LLC
- Enkh-Ulzii Nyamkhuu, , Unitel LLC
- Aigerim Adilmurat, , Unitel LLC
- Batjargal Sambuu, , Unitel LLC
- Ariunmunkh Munkhjargal, , Unitel LLC
- Orkhontuul Bat-Erdene, , Unitel LLC
- Bat-Erdene Purevnyamjid, , Unitel LLC
- Oyundelger Khorloorinbuuchii, , Unitel LLC
- Bat-erdene Bayarkhuu, , Freelancer
show more
show less
Company
amaysim
Summary
In 2023, amid economic headwinds and an increasingly saturated telco landscape, amaysim embarked on a bold mission to amplify our brand presence and in doing so achieved an incredible 63% boost in media ROI, a 14% expansion in our customer base, and a 24% year-over-year increase in sales . With a competitive landscape marked by a surge in MNO media spend, aggressive price fighting, and our share of voice (SOV) plateauing at 3%, the urgency for a strategic overhaul was clear. Our aim was to transition from spreading our efforts thin across multiple channels to a more targeted, impactful approach that would elevate our mental availability and create a perception of excess share of voice (eSOV).
Our strategy was meticulously crafted to seize control of high-attention media properties and optimise our media placements, making every amaysim appearance count. This refined focus led to a shift from a quantity-based approach to one that prioritised quality and resonance with prospects.
The game-changer came in July 2023 when we agilely reflighted our media investments in response to a competitor's price increase. This move not only showcased our responsiveness to market changes but also struck a chord with customers’ financial sensitivities, culminating in a campaign that delivered a remarkable 401% ROI and set new sales records.
The results of this strategic pivot were extraordinary: a 63% boost in media ROI, a 14% expansion in our customer base, and a 24% year-over-year increase in sales, all achieved in the face of stiff competition and cost-of-service leadership (COSL) challenges.
Entry video
Entry credits
- Peter MacGregor, , amaysim
- James Morris, , amaysim
- Joseph Zaguiree, , amaysim
- Manasa Mutharaju, , amaysim
- Sheryl Singh, , amaysim
- Jeddah Ryan, , amaysim
- Rachel James, , amaysim
- Will Chapman, , AvenueC
- Mark Zala, , amaysim
- Elena Giannini, , Avenue C
show more
show less
5
Metaverse
Why you could win
Your team embraced the virtual world of the metaverse with innovation, clear strategy, and tangible results during the period between April 2023 and April 2024.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of your metaverse experience.
Company
Tommy
Client
Binance
Summary
Binance is the world’s largest crypto-exchange, the backbone of the web3 economy. To them, the metaverse isn’t a novelty, it’s their reality. With their success deeply intertwined, for Binance to grow they needed to galvanize the next generation of metaverse innovators.
Their existing incubator programme, for metaverse entrepreneurs to apply for investment, worked well for direct recipients but made no impact on the wider ecosystem. This is something Binance needed to change.
They came to Tommy for an idea that would disrupt the disruptors and put all eyes on their incubator scheme. Reaching these tech-obsessed crypto-heads, Tommy needed to understand this new thriving micro-community and create a truly original idea to win them over.
Frustrated with technical, boring brand approaches, the metaverse community were desperate for their own source of entertainment and between the daily fights on X, that community loves one thing above all else - drama.
So that’s what we gave them. A first of its kind reality show directly from the metaverse. Taking place in a beautifully crafted virtual production studio, this pitch-style show saw 12 major startups compete in front of a live audience and a judging panel of web3 experts to win a prize of 2 million dollars in investment!
The action was then streamed over 7 episodes on Binance’s own channels and YouTube to over 370 millions viewers. Driving conversation, inspiration, and excitement, this was the biggest event you’ve never heard of. For the metaverse community, however, it was their moment to shine.
Entry video
Entry credits
- Tommy Willis, , Tommy
- Mark Ong, , Tommy
show more
show less
Company
Accenture Song and Havas Media Singapore
Client
Changi Airport Group
Summary
In a quest to redefine the traveller experience and transcend geographical boundaries, Changi Airport embarked on an innovative journey into the metaverse with the creation of ChangiVerse, the world's first virtual reality airport experience. Recognising the evolving landscape of digital engagement, the project aimed to captivate audiences, particularly Gen Zs, by bringing the magic of Changi Airport into the virtual realm.
Through meticulous research and strategic planning, ChangiVerse emerged as a whimsical, digital replica of the world-renowned airport, complete with gamified experiences and enchanting twists on iconic features. Leveraging the vast reach and safety measures of the Roblox platform, ChangiVerse became a beacon of creativity and immersion, surpassing expectations with over 8.8 million visits globally. The initiative not only surpassed its ambitious goals of audience engagement but also garnered significant media attention — achieving over 21 million worth in total marketing reach, successfully showcasing Changi Airport as a pioneer in embracing the metaverse.
Through a multifaceted marketing approach, including earned, owned, and paid media, ChangiVerse captured the imaginations of gamers and aviation enthusiasts worldwide, setting a new standard for immersive airport experiences. This ground-breaking project exemplifies Changi Airport's commitment to innovation and excellence, solidifying its position as a leader in the digital age and inspiring future endeavours in the intersection of technology and travel.
To dive into the wondrous Changiverse, please watch the campaign video here:
https://youtu.be/jG43tfP-y9U?si=5jAHMK4y...
Entry video
Entry credits
- Kelvin Ng, , Changi Airport Group
- Jan Tan, , Changi Airport Group
- Shueh Li Low, , Changi Airport Group
- Diana Hioe, , Changi Airport Group
- Ewen Plougastel, , Accenture Song
- Huiwen Lee, , Accenture Song
- Attila Janos, , Accenture Song
- Avishkar Prem, , Accenture Song
- Jonathan Chua, , Havas Media Singapore
- May Yee Wong , , Havas Media Singapore
- Cheryl Ho, , Havas Media Singapore
show more
show less
Company
DBS Bank
Summary
DBS, a leading financial services group in Asia, anchored its metaverse approach on its belief that the metaverse can be leveraged as a force for good. With that, it launched DBS BetterWorld to highlight the global food waste challenge and spotlight how enterprises (Businesses for Impact) supported by DBS are tackling food waste through innovative means. DBS BetterWorld was a virtual extension of the bank’s Towards Zero Food Waste initiative to rally its employees, customers, communities and the public to collectively create a more food resilient future.
DBS orchestrated an integrated communications, marketing and engagement strategy, culminating in showcases at the Singapore Fintech Festival and Hong Kong Fintech Week – two of Asia’s premier fintech and technology events.
The results – over 300 pieces of global media coverage globally, strong social media engagement, and most importantly, resoundingly positive user feedback. 93% of 370 visitors at Singapore Fintech Festival found DBS BetterWorld to be “a meaningful way to learn about sustainability”, and over 80% opined they would want to learn more about Businesses for Impact and their efforts to combat food waste, after playing the game. Nearly 90% of respondents rated the game either 4 or 5 on a 5-point scale of enjoyability.
DBS BetterWorld demonstrated that there is strong demand for purpose-driven virtual experiences, and sets the ground for more brands to leverage virtual spaces, including the metaverse, as a force for good and positive impact.
Entry video
Entry credits
- Mou Hui Tim, , DBS
- Marco Sparmberg, , DBS
- Bidyut Dumra, , DBS
- Stephanie Chu, , DBS
- Kosby Fu, , DBS Hong Kong
- Medhy Souidi, , DBS Hong Kong
show more
show less
Company
Mahindra Lifespace Developers Limited
Client
Mahindra Lifespace Developers Limited
Summary
The Metaverse represents a groundbreaking technological shift, which is revolutionising customer engagement across diverse sectors. This immersive 3D world, facilitated by using virtual reality headsets, allows users to have real-time interaction with the product. With digital-savvy customers increasingly demanding immersive home-buying experiences, we used the Metaverse in the residential real estate category for the very first time, to redefine customer experience and the traditional process of investment decision-making. We saw an opportunity to offer customers what they want through the Metaverse and launched India's first home-buying experience on the Metaverse for our premium residential project in Pune – Mahindra Citadel. This disruptive consumer experience was launched with an equally pioneering on-ground engagement – the first-ever drone-show with a scannable QR code in Pune. The QR code led customers to a 2D Metaverse experience of the project, where they could take a virtual tour of the property.
The campaign led to sales of over 200 premium apartments in a matter of a few weeks with a sales value of over 250 Crores. Our social media also received 3.6 million impressions, 1.3 million reach, 248K video views, and 4.1K clicks across channels.
Entry video
Entry credits
- Nikhil Davda, , Mahindra Lifespace Developers Limited
- Pratiksha Chaurasia, , Mahindra Lifespace Developers Limited
- Shivani Vare, , Mahindra Lifespace Developers Limited
- Priyanka Singh, , Mahindra Lifespace Developers Limited
- Prabhanshu Uchhana, , Mahindra Lifespace Developers Limited
show more
show less
Company
Chab Agency
Client
SHISEIDO TRAVEL RETAIL ASIA PACIFIC
Summary
Shiseido Skytopia, in a surprising journey where hot air balloons and bright colours meet floating islands, the Beauty Consultants explore and discover various surreal lands within, where they can understand more about the essence of the eight brand identities.
By taking a fresh look at retail training through the metaverse, the event showcased an innovative approach to brand education. This strategy contributed to the brand's growth, attracting a demographic that has grown up in a world where online experiences, including gaming, are the norm.
Shiseido Skytopia achieved high audience engagement, increased brand awareness, and a unique experience by strategically leveraging the metaverse, integrating interactive learning opportunities, and implementing an innovative marketing strategy.
The event showcased a forward-thinking approach that resonated with the target audience, making it a standout experience in the cosmetics and travel retail industries.
Entry video
Entry credits
- Alexis Lhoyer, , Chab Agency
- Joshua Ong, , Chab Agency
- Hana Zalejska, , Chab Agency
- Hiu Tong Wong, , Chab Agency
- Iman Hidayat, , Chab Agency
- Beezin Tan, , Chab Agency
- Ivan Chan, , Chab Agency
- Izz Irfan, , Chab Agency
- Joan Lim, , Chab Agency
show more
show less
5
PR
Why you could win
Your team created an innovative PR campaign with effective messaging, impactful public relations strategies and successful outcomes during the period between April 2023 and April 2024.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of PR outputs.
Company
FairPrice Group
Client
FairPrice Group
Summary
FairPrice Group was founded in 1973 amidst a global recession to keep daily essentials within reach, and continues delivering strongly on this mission by benchmarking the prices of staples and balancing profit with purpose.
We’ve grown to become Singapore’s largest retailer today, but, a problem emerged along the way:
THE BIGGER WE GREW, THE MORE PEOPLE FELT WE WERE GROWING APART FROM THEM, TOO BIG TO REMEMBER EVERYDAY STRUGGLES.
To remind people we weren’t the unfeeling corporate behemoth they thought we’d become, we leveraged our 50th anniversary to deliver the ‘Always, FairPrice’ campaign. The core idea for the campaign was to restore AFFECTION for the brand, by anchoring on the HUMAN STORIES of our people, customers and community; to drive appreciation and engagement for our unsung efforts.
By the end of our campaign, 75% of Singaporeans regained their affection for us.
Entry video
Entry credits
- Alvin Neo, , FairPrice Group
- Jean Khong, , FairPrice Group
- Ruth Yap, , FairPrice Group
- Jackson Tan, , FairPrice Group
show more
show less
Company
Bursty
Client
Puma
Summary
The FIFA 2023 Women's World Cup was tipped to be 'the biggest' female sporting event in history. An opportunity to celebrate the best players in the world whilst paying homage to those who paved the way before them.
Despite strong representation via a roster of globally renowned female footballers, PUMA was not an official partner of the tournament or the national team. So, how could PUMA capture the nation and come away as the cultural winners in the eyes of the public?
The idea: PUMA to partner with the first nationally representative players from the Australian and New Zealand 1975 Asian Cup tournament; the 1975'ers; the 'OG's'.
PUMA may have been prohibited from talking about the present, so instead decided to take ownership of the history. The OG's, despite their trailblazing 1975 Asian Cup efforts, had gone unrecognised by the local governing bodies, with their story yet to be told. The campaign brought both teams together, recognising their contribution and establishing their legacy. Treated like modern-day footballers, they starred in a multi-channel marketing campaign. No longer
'unrecognised', they were football stars.
The OG's became the most talked about campaign of the World Cup. Generating an earned media reach over 98M, the OG's featured within primetime news slots, radio shows, print and digital editorial features and social. The earned media coverage was +64% higher versus competitors with organic social campaign views +56% higher. True commercial success was realised in early 2024 with the sell-thru of women's boots up 508% YoY.
Entry video
Entry credits
- James Ward, , Bursty
show more
show less
Company
Sentosa Development Corporation
Summary
History is often told from the victor’s perspective and here’s ours: The Sentosa Food Fest 2023(SFF) wasn't just another event on the calendar—it was a culinary phenomenon of unforgettable epicurean journeys.
Singapore has many food festivals or the likes, but what set SFF apart? It wasn’t just that it was a great IG photo op or that it had great food. It was the narratives and stories we crafted that transformed SFF from just a foodie event into a culinary adventure—no, a gastronomic pilgrimage to be experienced. Through earned media storytelling, media partner giveaway contests, exclusive media and influencer previews, and owned social content, we crafted narratives of innovative culinary culture, communal foodie adventures, and camaraderie, boosting Sentosa’s reputation as not just that beach destination with a theme park, but an epicurean haven to connect and bond.
An incredible PR value of $1,419,000, attributed to the 114 pieces of earned media stories and 245 pieces of earned social media coverage, scrapes the surface of our remarkable results. Amazingly, there was a 17% increase in overall paid awareness from the previous year despite a 39.5% decrease in media investments to sustain a longer campaign period than in 2022. Total earned impressions stood at a jaw-dropping 1,317,928,256, indicating a wide-reaching influence and engagement across social platforms. The real win? You’ll just have to read on to find out.
Entry credits
- Terri Teo, , WE Communications Singapore
- Amanda Yu, , WE Communications Singapore
- Zeke Seow, , WE Communications Singapore
- Jiayi Liu, , WE Communications Singapore
- Audrey Lee, , WE Communications Singapore
- Amelia Cheng, , WE Communications Singapore
- Tabitha Ong, , WE Communications Singapore
show more
show less
Company
Enormous Brands
Client
MakeMyTrip India Pvt Ltd
Summary
If you think Homestays, you think of Airbnb. A global presence & the heft of a $100billion-valuation was hard to beat for a miniscule-player like MakeMyTrip, who had moved from being a travel-aggregator to introducing Homestays Capitalizing on the much-awaited World Cup, MakeMyTrip dug deep into the ethos of sports and found a niche- the traveling-band of superfans, sports-fanatics enough to book hospital-beds in the crunch for hotel-rooms. Bringing fans world over together to test their Homestays, MMT tapped into the pulse of national conversation around sports, with a tongue-in-cheek activation that broke the internet, on a budget.
Entry video
Entry credits
- Abhishek Bhasin, , MakeMyTrip India Pvt Ltd
- Palash Arora, , MakeMyTrip India Pvt Ltd
- Ankit Pathak, , Enormous Brands
- Daksh Haria, , Enormous Brands
- Swapnil Vinerkar, , Enormous Brands
- Neha Singh, , Enormous Brands
- Rahul Parbate, , Enormous Brands
show more
show less
Company
Hopeful Monsters
Client
Australian Macadamias
Summary
Ever hear the story about the little nut that took on the big arches?
This isn’t just an award entry. This is a tale of bravery. The tale of a brave client who took on a powerhouse of a brand. So sit back, relax, (maybe even grab a Macas) and enjoy.
In response to a challenging year for the Australian macadamia industry marked by declining sales and tight marketing budgets, the 'Original Macas' campaign was born.
The aim? To boost awareness and consumption. Leveraging the nation's love for nicknames and capitalizing on McDonald's iconic status, the campaign positioned macadamias as the true 'Macas,' sparking a playful national debate.
Strategically deploying a David and Goliath-style battle, the campaign kicked off with a cheeky billboard outside a high-traffic McDonald's in Sydney, capturing attention and igniting a conversation about who really is the OG ‘Macas’. The introduction of Michael 'Maca' McMahon on the TODAY Show added fuel to the fire, generating extensive media coverage, including prominent outlets like Daily Mail and Thrillist.
Celebrity chef Mindy Woods crafted 'The Original Macas' menu, featuring macadamia-infused items, earning rave reviews from influencers and media personalities. A comprehensive social media push, including a call for fellow 'Macas' to join the conversation, achieved high engagement rates and widespread Aussie support.
The results speak for themselves: 163 pieces of earned media with 46.8 million opportunities to see, a TODAY Show exclusive reaching 6.4 million viewers, and a paid social campaign garnering 1.44 million impressions with a 1.58% engagement rate.
Entry video
Entry credits
- Katie Barclay, , Hopeful Monsters
- Carl Moggridge, , Hopeful Monsters
- Brendan McGovern, , Hopeful Monsters
- Patrick Timms, , Hopeful Monsters
- Leah Giselle Spadone, , Hopeful Monsters
- Jade Glashoff, , Hopeful Monsters
- Diah Lateri, , Hopeful Monsters
- Joseph Wrightson, , Hopeful Monsters
- Jacqui Price, , Australian Macadamias
- Sally Hoolihan, , Australian Macadamias
- Holly Galbraith, , Go Future Media
show more
show less
4
Search
Why you could win
Your team demonstrated exceptional use of search campaign(s) during the period between April 2023 and April 2024. Success will be demonstrated through the quality of the ads, effective use of keywords, above-benchmark results and successful outcomes.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of search outputs.
Company
Dentsu, iProspect
Summary
In 2023, our focus was on restoring Accor's conversion rates and ROAS amidst ongoing challenges in the hospitality industry after the pandemic.
Furthermore, Accor faced other underlining challenges, particularly due to the complexities of its account structures covering hotels across 11 markets and capturing opportunities across 15 inbound markets. A combination of strict targets and complex structure posed challenges to adopting strategies that involved lesser control.
To tackle this, we’ve advocated for a unified move towards Modern Search, while respecting the diversities each campaign holds and addressing them with curated strategies. Our move towards Modern Search was guided by 4 pillars –smart bidding, maximizing coverage, creative excellence, and simplified account structure.
These were rolled out progressively through multiple rounds of testing (especially for automated bidding) to ensure targets are not unrealistic and respect the differences across markets.
Our initiatives to make the bids “smarter” improved the ROAS and it hit a 23% higher level than pre-pandemic times and increased the CVR YoY by 31%. Continuous testing and optimization strategies contributed to these achievements, positioning Accor for sustained growth and resilience in the dynamic hospitality landscape.
Through innovation, diligent execution, and strong partnerships, we've propelled Accor towards renewed success in paid search, laying a robust foundation for future endeavors.
Entry credits
- Sarah Guichard, , Dentsu
- Stephanie Marie Simmons, , Dentsu
- Tinder Chandiramani, , Dentsu
- Sanket Sasane, , Dentsu
- Izaac Chan, , Dentsu
- Kamy Tran, , Dentsu
- Shubhika Mukherji, , Dentsu
- Darwiis Yazid, , Dentsu
show more
show less
Company
Dexterkrema
Client
Hankook Tire
Summary
Tasked with penetrating the Northern European winter season tire market, particularly Sweden,
our team established a hyper-personalized marketing strategy utilizing cutting-edge technology and data analytics.
Our approach began with the development of a comprehensive targeting strategy,
informed by extensive analysis of search keyword data from Google.
This allowed us to create distinct consumer personas, reflecting varied consumer intentions through the classification of search term data.
These personas guided the tailored visual and copy content of our commercial banners,
ensuring relevance and engagement across our targeted audience segments.
At the core of our campaign was the application of Dynamic Creative Optimization (DCO), DV360, CM360, Google Studio,
and Google Web Designer within the Google Marketing Platform.
DCO—an advanced technology that automatically customizes advertising content components,
including images, videos, and texts—enabled us to dynamically adjust our messaging to resonate with each target audience's unique interests, behaviors,
and contextual factors such as location and weather, through the integration of search data, geo-targeting, and weather APIs.
The campaign demonstrated a substantial improvement in efficiency over conventional programmatic advertising efforts.
We achieved a Click Through Rate increase of nearly 6x from 0.42% to 2.49% and a reduction in Cost Per Click by nearly 90%.
These metrics not only signify the campaign's success but also underscore the potential of DCO and
our strategic use of technology in creating highly effective marketing communications.
Entry credits
- Lee Alice, , Dexterkrema
- Park Jacob, , Dexterkrema
show more
show less
Company
GrowthOps Asia
Client
DBS
Summary
DBS Bank, facing the challenge of future-readiness and low online visibility, embarked on a strategic overhaul focusing on digital innovation, AI and blockchain, tech transformation, and sustainability. The objective was to enhance search engine rankings, targeting top positions for specific keywords. Key insights identified non-traditional competitors like Forbes and McKinsey, leading to a focused audience strategy.
DBS implemented a comprehensive SEO campaign involving content depth, innovative keyword strategies, and consistent, authentic communication. Technical and content strategies were aligned for maximized visibility and authority. This approach yielded significant results in just 9 months: a 25% increase in keywords ranking between 4 to 10 positions, significant user base growth, and a 22.36% rise in new users.
DBS's success highlights the impact of targeted digital strategies in enhancing online presence against global competitors.
Entry credits
- Yvonne Chia, , DBS Bank
- Alvin Kirk, , DBS Bank
- Cedric Lee, , DBS Bank
show more
show less
Company
Wavemaker
Client
L'Oreal Consumer Products Division
Summary
In a fast-paced market, efficient on-site search is crucial for connecting intent-driven customers with desired products. And with pandemic-induced consumer behavioral changes, this situation led to increased online shopping and discretionary purchases. And even amidst pesky inflation, shoppers sought emotional uplift through affordable indulgences. Digital acceleration also helped transform the beauty shopping experience, creating intimacy between retailers and consumers.
Leveraging On-Site Search meant increased brand discoverability for L’Oreal’s mass market beauty brand during Mega Sale Days—facilitating streamlined navigation and ensuring ease of product discovery. And the results? Consistent revenue stream secured and L’Oreal securing its rightful place among the top-selling beauty brands on the country's top eCommerce platforms. By harnessing the potential of on-site search, L’Oreal enhanced its online presence, engaged beauty enthusiasts, and drove sales in the evolving digital landscape.
Entry credits
- Danette Nicole Dela Cruz, , LOreal Philippines
- Shaun Chan, , Wavemaker
- Noc Cruz, , Wavemaker
- Meryll Torres, , Wavemaker
- Charlagne dela Cruz, , Wavemaker
- Rensie Caringal, , Wavemaker
- Rosemarie Paguirigan, , Wavemaker
- Ashline Ching, , Wavemaker
- Danmel Ordonez, , Wavemaker
show more
show less
8
Social Media
Why you could win
Your team demonstrated exceptional use of social media marketing during the period between April 2023 and April 2024. Success will be demonstrated across audience engagement, community management, effective use of creative, user generated content, new platform adoption and measurable impact of your social media strategies across channels.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of social media outputs.
Company
Amazon miniTV India and SoCheers India
Client
Amazon miniTV India
Summary
#KaranBadtameezHai: Data Ignites a Viral Frenzy
Forget fancy algorithms! Amazon miniTV's #KaranBadtameezHai campaign used a simple data insight to launch "Badtameez Dil" to stardom.
The Goldmine in a Name: We discovered "Karan," a super common name among millennial viewers, was the key. This seemingly ordinary detail became the heart of the campaign.
Data-Driven Playfulness: Knowing their love for relatable content, we crafted the hashtag #KaranBadtameezHai (Karan is Naughty!). It resonated because everyone knows a mischievous "Karan"!
Unleashing the Power of Data: This data-driven approach sparked a national conversation, reaching a staggering 35 million+ on social media and skyrocketing trailer views to 10 million.
Why It's Brilliant:
Unexpected Creativity from Data: We used a common name to create a viral campaign.
Data that Fuels Engagement: Targeted insights led to relatable content that resonated with viewers.
#KaranBadtameezHai redefines entertainment marketing with a golden data touch!
Entry video
Entry credits
- Aruna Daryanani, , Amazon miniTV India
show more
show less
Company
Air India
Summary
With the reacquisition of Air India by the Tatas in 2022 and the record purchase order of 470 new aircraft, the whole world started rooting for the revival of one of India’s most beloved brands. However, it wasn’t so easy. There were infrastructural and logistical rehauls required in the transformation, some that could take months in the making.
The immediate task was to initiate a perception change and reconnect with the audience, using social media as the brand’s go-to platform. This meant the team had to drive engagement amongst the existing and untapped audience, increase the follower base and create intrigue and anticipation for the brand, while it was in constant transformation.
The brand has a strong connection with the nation’s storied culture, art and heritage, which became the base on which we interacted with a new, confident India and continued evolving the brand. A new tone of voice and a new visual identity was seamlessly introduced, as we redefined how we rolled out day to day updates, network expansion stories and even engaged with audience during hero campaigns.
The reveal of the New Brand Identity, our new Uniforms, arrival of our A350 in the new livery, Republic Day film and more milestones in the transformation journey helped create great engagement & grew our community organically. One of the achievements in this story of social transformation has been how the brand’s growth was mostly organic.
Entry image
storyboard for Social media.pdf
Entry video
Entry credits
- Sunil Suresh, , Air India
- Amrita Kumar, , Air India
- Jisha Abraham, , Air India
- Anjali Saurabh, , Air India
- Ankita Singh, , Air India
- Mayank Rai, , Air India
- Kushagrah Vijay, , Air India
- Sanah Ganju, , Air India
- Abhinav Thyagarajan, , Air India
- Aarzoo Maria, , Air India
- Naveen Upreti, , Air India
- Tathagata Ray, , Air India
- Akansha Rana, , Air India
- Prerna Chauhan, , Air India
show more
show less
Company
Fifth Ring
Client
Applied Materials South East Asia
Summary
Challenge: Applied Materials, a leader in materials engineering solutions, needed to strengthen its employer brand and attract younger talent in a competitive B2B landscape. Their social media presence lacked engagement and didn't resonate with the target audience.
Solution: Fifth Ring developed a multi-platform social media strategy with tailored LinkedIn, Facebook, and Instagram content. We focused on showcasing the human side of Applied Materials, employee achievements, and company culture. Engaging content formats like trending videos and lighthearted employee stories fostered a connection with potential hires. Paid social media campaigns further amplified the reach.
Results: The campaign achieved significant growth across all platforms, with follower increases of 4% (FB), 14% (LI), and 21% (IG). Engagement rates soared, exceeding industry benchmarks on LinkedIn (18.5% vs. 4.32%). Crucially, the campaign attracted younger demographics, with a 46.6% increase in entry-level engineers on LinkedIn and a 4x surge in the 18-24 age group on Facebook.
Impact: Fifth Ring's social media strategy transformed Applied Materials' online presence, positioning it as a leader in employer branding within the B2B space. We successfully attracted a younger generation of potential hires by showcasing the company's dynamic work environment and talented workforce. This data-driven approach demonstrates the power of social media for B2B companies to build a compelling employer brand and attract top talent.
Entry credits
- Parada Sritaragul, , Fifth Ring
- Disha Puspitasari, , Fifth Ring
show more
show less
Company
iClick Interactive Asia Group Limited
Client
Siam Paragon
Summary
Siam Paragon, a premier shopping destination in Thailand, embarked on a digital campaign targeting mainland Chinese travelers to enhance its market presence and solidify its reputation as a preferred shopping destination. The campaign focused on promoting exclusive shopping rewards tailored for Chinese travelers, spanning two key phases coinciding with peak travel periods in Q4 2023.
iClick Interactive, a leading independent online marketing provider in China, partnered with Siam Paragon to execute a targeted digital campaign on Xiaohongshu, China's leading social commerce platform. The campaign successfully captured the attention of young Chinese travelers (aged 16-28) with a passion for shopping and beauty. By leveraging Xiaohongshu's powerful data analytics and user targeting tools, Siam Paragon delivered highly relevant messages throughout the traveler journey – sparking interest among those planning trips (en-route phase) and showcasing exclusive shopping experiences upon arrival (during-trip phase). Siam Paragon's strategic campaign on Xiaohongshu successfully amplified its digital presence, engaged its target audience effectively, and positioned itself favorably among mainland Chinese travelers visiting Thailand.
Entry credits
- Piyapoj Rudeewipada, , Siam Paragon
- Eric Cheng, , iClick Interactive Asia Group Limited
- Dolly Atipornpanich , , V-Click Technology
- Candy Lertwilai, , V-Click Technology
- Nuttie Pangsalee, , V-Click Technology
show more
show less
Company
Mirvac
Summary
Over the last 15 years the Australian Shopping Centre landscape has shifted. International retailers landed on our doorstep and helped themselves to local market share, e-commerce gave customers the luxury of “adding to cart” from home, and more recently social commerce personally delivered products you desired to your device. In 2023, Mirvac’s Retail Business set out to develop a strategy to reposition physical bricks and mortar in response to these impacts.
By assessing the environment affecting retailers, the trends impacting purchase behaviour and the evolution of the customer journey, the Marketing team developed a Social Media strategy that repositioned the social assets as an extension of the physical ones.
The strategy outlined three shifts:
Support the creator economy and the role it plays in content curation.
Integrate social commerce into the social media experience offered to shoppers.
Incorporate social platforms adopted by future customers and aspiring retailers.
In its first six months results showed:
Engagements scores increased by 19%.
Reach rose 52%, taking us beyond 10 million.
Link clicks, which delineated shopping intent, increased by 57%.
This strategic pivot also provided value to retailers. Omni-channel sales opportunities were now available, and retailers in the infancy of their social journey could move into a more strategic space. Over 100 retailers requested to be included in the tactical roll out of the repositioning strategy.
Most impressively, for the first time since their launch, the Shopping Centre Social Media channels were driving a revenue stream.
Entry video
Entry credits
- Emily Kirkman, , Mirvac
- Nicole Olsson, , Mirvac
show more
show less
Company
GrowthOps Asia
Client
Grab
Summary
Confronting a 70% slump in Partner recruitment, Grab Malaysia leveraged social media to spotlight their Riders and Drivers in its "Mantap Bersama Grab" campaign. The Partner-featured content strategy surged social media engagement by 20.7%, crushing competitors, and drove a 54% increase in Partner acquisition, along with a 272% leap in benefits redemption in H1 2023. This strategy didn't just fill a recruitment gap; it optimized social media as a potent tool for meaningful engagement and measurable ROI, making it an outstanding example of marketing efficacy in the Social Media category.
Entry video
Entry credits
- Mun Yee, Michelle Hor, , GrowthOps Asia
- Jie Xin, Gillian Lim, , GrowthOps Asia
- Sann Dee Ng, , GrowthOps Asia
- May Jia Wong, , GrowthOps Asia
- Rafiqa Mustafa Kamil, , GrowthOps Asia
- Nur Azmina Roseman, , GrowthOps Asia
- Jack Kin Lim, , GrowthOps Asia
- Chee Heng Look, , GrowthOps Asia
- Adzam Bahrin, , GrowthOps Asia
- David Mitchell, , GrowthOps Asia
- Ting Xuan Ng, , GrowthOps Asia
- Mapran Monseu, , GrowthOps Asia
- Raziq Fareed, , GrowthOps Asia
- Paveethra Balachandran, , GrowthOps Asia
- Arshad Mahmud, , GrowthOps Asia
show more
show less
Company
Amazon miniTV India & SoCheers, India
Summary
Imagine launching a high-octane action-thriller series on a platform synonymous with rom-coms. That was the conundrum with Amazon miniTV's "Hunter." The free streaming landscape was already crowded, and Amazon miniTV, a FREE content streaming app, needed to carve a niche beyond the platform's established genre. Our challenge: stand out amidst the free content clutter and redefine genre expectations with a disruptive social media campaign for "Hunter."
We bypassed using traditional social media channels and targeted the unexpected – Torrent and Telegram, platforms synonymous with pirated content. Users searching for the latest popular shows & movies were met with a surprise: an interactive video featuring 90s popular Bollywood action hero Suniel Shetty. With a clever play on his iconic dialogue from his latest show on miniTV, Shetty informed viewers he had "broken the free content link" and urged them to instead discover high-quality, free content on Amazon miniTV.
Hunter's social media campaign used celebrity buzz, a record-breaking trailer launch, creative seeding ("broken hoardings" & "broken links"), influencer reviews, and post-show content to drive 1.7M engagements, 1.9M trailer views, and 9.5M+ seeding views.
The campaign garnered a staggering 671K+ engagements in a short span of 2 weeks, 9.4M+ views, and 20K clicks on Torrent and Telegram, demonstrating its ability to not only capture attention but also drive user action. An overall reach of 41.3 million+; 14.2 million+ engagements & Hunter becoming a trending topic on Twitter.
Entry video
Entry credits
- Aruna Daryanani, , Amazon miniTV India
- Suvarna Athavale, , Amazon miniTV India
- Alisha Khanna, , Amazon miniTV India
- Naiel Shenoy, , Amazon miniTV India
- Nehal Garg, , Amazon miniTV India
- Namita Vora, , Amazon miniTV India
- Ashray Sachdeva, , Amazon miniTV India
- Mehul Gupta, , SoCheers
- Rajni Daswani, , SoCheers
- Tanvi Bosmia , , SoCheers
- Veena Lobo, , SoCheers
- Rochelle Tixeira, , SoCheers
- Harsh Garg, , SoCheers
- Sahil Narwani , , SoCheers
- Shivani Kamdar , , SoCheers
- Renato Lobo , , SoCheers
- Mahek Joshi, , SoCheers
- Lenin Dornal , , SoCheers
- Kunal Khandelwal , , SoCheers
- Smit Barot , , SoCheers
- Sushant Kamble , , SoCheers
- Bhavika Lamba , , SoCheers
- Akhilesh Gowda , , SoCheers
- Akshay Gupta , , SoCheers
- Mihir Nair , , SoCheers
- Akshar Mistry , , SoCheers
- Gunjan Goswami , , SoCheers
- Jitendra Hirawat , , SoCheers
- Dhruv Rai , , SoCheers
- Saurabh More , , SoCheers
- Shehzad Shaikh , , SoCheers
- Juhi Ghodgaonkar , , SoCheers
show more
show less
Company
Rascal + Friends
Client
Rascal + Friends
Summary
Rascal + Friends, the fastest-growing nappy brand globally, has strategically leveraged TikTok to revolutionize engagement in the unconventionally engaging category of diapers, and consequentially plant the brand in topic of conversation and excitement. As a category disrupter built on the foundation of a social and digital strategy, they aimed to differentiate themselves from other traditional, big-player brands in a space that was largely untapped by competitors, through utilising grassroots tactics, exceptional customer service and authentic, unfiltered content designed to resonate. The account has evolved to educate, and first and foremost – to entertain. Their strategy revolves around creating entertaining, narrative-styled content, blending tongue-and-cheek humour, pop culture relevance, third-party trust and community engagement to captivate existing and potential customers.
The results speak for themselves, with Rascal + Friends becoming the #1 liked and followed nappy brand on TikTok, generating mass ‘future demand’ awareness and driving sales, and significantly surpassing engagement benchmarks. For instance, their most recent series Eras Tour Challenge tripled follower growth within three weeks, demonstrating the brand's ability to remain agile and harness topical moments to drive engagement.
Rascal + Friends has positioned themselves as a dynamic and customer-centric brand poised for continued growth and innovation on the global stage. Highlights over the past 12 months include:
#1 liked and followed nappy brand on TikTok
Gained 230k followers in 2024 already (currently at 372k vs 170k end of 2023)
Over 5.5 million likes
Over 800m views #rascalandfriends
Av. engagement rate as high as 12.76%
Entry video
Entry credits
- Brittany Eng, , Rascal + Friends
- Felix McDonough, , Rascal + Friends
- Hannah Morris, , Rascal + Friends
- Amelia Watson, , Rascal + Friends
- Tahlia Rawle, , Rascal + Friends
- Niamh Shalloe, , Rascal + Friends
- Josh Nightingale, , ZURU Edge
- Rebekah Farmer, , ZURU Edge
show more
show less
3
AI
Why you could win
Your team has harnessed AI tools to create innovative campaigns, streamlined processes or optimise effectiveness during the period between April 2023 and April 2024. If you're among those leading the change, enter this category and showcase how AI-powered strategies have set you apart.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of effective use of AI.
Company
Interactive Avenues
Client
ITC Limited
Summary
For a decade, Sunfeast Dark Fantasy, a premium cookie brand from India, struggled to significantly move the needle on market penetration and consumer engagement, despite considerable investment in advertising and celebrities. The brand needed to create an unexpected experience to build meaningful engagement. The #MyFantasyAdWithSRK campaign was born out of this necessity, aiming to reinvent the brand-consumer interaction by turning consumers into brand storytellers through a one-of-its kind personalised digital experience that enabled them to co-star with Bollywood superstar, Shah Rukh Khan. #MyFantasyAdWithSRK exceeded expectations with 1 million+ personalised Dark Fantasy Ads created, a 300% boost in social chatter, 41% hike in purchase intent and a 25% increase in penetration.
Entry video
Entry credits
- Aparna Tadikonda, , Interactive Avenues
- Karan Anand, , Interactive Avenues
- Sindhu Janardhan, , Interactive Avenues
- Siddhant Mazumdar, , Mediabrands Content Studio, India
- Kirti Agarwal, , ITC Limited
- Anushree Ghosh, , ITC Limited
- Nitin Koltake, , ITC Limited
- Lekha Singh, , Interactive Avenues
- Nitin Kalel, , Interactive avenues
- Priti Maydeo, , Interactive Avenues
- Amit Sanglikar, , Interactive Avenues
show more
show less
Company
The Ascott Limited
Summary
The Ascott Limited's introduction of its Generative Artificial Intelligence (AI) chatbot, Cubby, has reshaped the landscape of hospitality services. Cubby, designed to assist users in diverse travel-related tasks, from itinerary planning to hotel bookings, has emerged as a dynamic virtual travel companion. Leveraging cutting-edge natural language processing and machine learning algorithms, Cubby delivers personalised information for guests, completely transforming the travel experience.
The campaign's success is evident, with highly favourable guest feedback emphasising Cubby's ability to simplify the complex travel planning process. With an average guest rating of 4.07 out of 5, Cubby has established itself as a reliable and highly rated virtual assistant.
Seamless integration of services and 24/7 availability has resulted in a 49% increase in visitor engagement on Ascott's website, underscoring Cubby’s role in enhancing brand comprehension and driving conversions. Its prowess is demonstrated through 356 lead generations and over 60,000 guest messages within three months.
Beyond guest interactions, Cubby has significantly streamlined internal operations. Routine tasks, previously resource-intensive, are now efficiently handled by Cubby, allowing human agents to focus on complex guest requests. Notably, response times have seen a marked reduction, showcasing the symbiotic relationship between AI and human expertise.
Looking forward, Ascott plans to enhance Cubby's capabilities by integrating real-time updates on local events, enriching the guest experience. Ascott's commitment to delivering exceptional service and exceeding guest expectations positions Cubby as a pioneering force in the intersection of AI and hospitality, setting new benchmarks for streamlined processes and efficiency in the industry.
Entry credits
- Angela Lau, , The Ascott Limited
- Huixian Zhang, , The Ascott Limited
- Yizhen Ho, , The Ascott Limited
show more
show less
Company
Together / COLORSTEEL
Client
Colorsteel
Summary
This entry outlines how an agency built a custom AI model to target media to the homes that matter most for New Zealand roof manufacturer Colorsteel.
We scaled a roof checking process that usually takes teams of people walking the streets, by training an AI model to identify degraded roofs across freely available satellite imagery of Auckland. Our model, built entirely in-house by the agency, checked 540,000 residential properties in hours and identified the homes that needed new roofs. We then turned these priority locations into media buying audiences so Colorsteel could target media to the homes that need a new roof.
While AI is still in the “fad technology" stage for many advertisers and agencies, this is an example of business-changing AI powered analytics built by an agency that’s directly driving media buying with excellent results.
Entry credits
- Kris Hadley, , Together
- Suraj Barnawal, , Together
show more
show less
0
CX
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't give feedback on specific pieces of entered work but if you would like to know more about the judging process to help explain this, please contact us.
1
Commerce
Why you could win
Your team harnessed commerce effectively to generate sales during the period between April 2023 and April 2024. Enter this category to showcase your accomplishments and demonstrate how your commerce-driven strategies have propelled you into a leading position in this thriving field.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples commerce outputs.
Company
Homeground United – an integrated collective comprising eg+, TBWA\Singapore, designory and OPR
Client
FairPrice Group
Summary
Chinese New Year is a time for grand celebrations and get-togethers. However, as inflation gripped the nation, consumers found it difficult to celebrate the way they hoped to. As a brand committed to keeping everyday essentials affordable, FairPrice sought to make Chinese New Year celebrations accessible with a 360-integrated campaign that went beyond a typical supermarket.
Tapping into the age-old tale of the Zodiac Race, we weaved a narrative that highlighted FairPrice’s commitment to putting customers first. In the tale, the Dragon, despite being powerful, came in fifth because it stopped to help many other animals along the way. With the campaign, FairPrice positioned itself as the modern-day Dragon that helps everyone, especially those cutting back, to be able to afford and enjoy the biggest festive celebration.
The campaign attracted a huge amount of publicity, saw brand adoration soar and cemented FairPrice’s dominance with market share reaching unprecedented heights.
Entry credits
- Alison Ee, , NTUC Fairprice Co-operative Ltd
- Yenn Lim, , NTUC Fairprice Co-operative Ltd
- Jenny Tan, , NTUC Fairprice Co-operative Ltd
- Daphne Ng, , NTUC Fairprice Co-operative Ltd
- Brendan Ho, , NTUC Fairprice Co-operative Ltd
- Sabrina Low, , NTUC Fairprice Co-operative Ltd
- Pei Yi Peh, , NTUC Fairprice Co-operative Ltd
- Brendon Lim, , NTUC Fairprice Co-operative Ltd
- Xin Xian Wong, , NTUC Fairprice Co-operative Ltd
- Garry Moss, , NTUC Fairprice Co-operative Ltd
- Ariel Yap, , NTUC Fairprice Co-operative Ltd
- Alissa Lim, , NTUC Fairprice Co-operative Ltd
show more
show less
7
Disruption
Why you could win
Your team produced the best stunt and disruptive campaign that created change or brought attention to an issue during the period between April 2023 and April 2024.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of commerce outputs.
Company
Mahindra Lifespace Developers Limited
Client
Mahindra Lifespace Developers Limited
Summary
For the first time in Indian real estate category, Mahindra Lifespaces decided to integrate technology to redefine the entire home-buying process. Mahindra Lifespaces launched India’s 1st home-buying experience on the Metaverse for their premium residential project in Pune—Mahindra Citadel.
For a ground-breaking innovation that aims to transform traditional home-buying experience, Mahindra Lifespaces needed to build a launch campaign that was equally unique and genre-defining.
Mahindra Lifespaces needed to go beyond the conventional marketing channels and create a campaign that not only engages the audience but captivates them. And they achieved this by using 600 drones and creating a never-before-seen Drone Show with a scannable QR code, in the night skies of Pune. The 15-minute-long captivating show ended with a scannable QR code in the sky - never has technology been used in this manner in the real estate industry. By scanning the QR code, viewers were instantly transported to the immersive 2D Metaverse experience of the project, ensuring a truly interactive and memorable launch experience.
Despite the rapid advancements in technology, the home-buying process has remained relatively unchanged, adhering to traditional methods of showcasing properties through show flats. Moreover, for modern buyers who are not located in Pune, the conventional home-buying process can prove to be cumbersome and inaccessible. They increased transparency, offered an immersive home-buying experience, eliminated the limitations posed by traditional methods and transcended geographical limitations—anyone can access it from anywhere in the world.
Entry video
Entry credits
- Nikhil Davda, , Mahindra Lifespace Developers Limited
- Pratiksha Chaurasia, , Mahindra Lifespace Developers Limited
- Shivani Vare, , Mahindra Lifespace Developers Limited
- Priyanka Singh, , Mahindra Lifespace Developers Limited
show more
show less
Company
Hopeful Monsters
Client
ParK
Summary
96% of women have had to play in a men’s kit at some point in their career.
We think that’s a problem worthy of disruption.
Hopeful Monsters worked with PARK to spearhead a groundbreaking campaign that aimed to disrupt the traditional norms in the football industry.
Recognising the prevalent issue of ill-fitting kits for female footballers, we embarked on a mission to raise awareness and drive change. Through our strategic approach, encapsulated in a campaign titled "It’s Time to Play Better", we sought to amplify the voices of female players worldwide and challenge the status quo.
Leveraging real-life experiences, we ignited conversations and spotlighted the severity of the problem. Our innovative tactics, including a ‘call to arms’ hero video featuring A-League players and strategic (and unorthodox) media placements, garnered widespread attention and sparked a global movement.
Driven by our commitment to effecting positive change, we disrupted the industry narrative, positioning PARK as a leader in advocating for inclusivity and empowerment within women's football. Our campaign generated 61 pieces of coverage, reaching over 71 million individuals with 100% positive sentiment. With an 86% increase in website traffic and surpassing sales targets, our campaign left an indelible mark, positioning PARK as trailblazers for women’s football. Off the back of the campaign, online retailer Ultra Football chose to stock the PARK brand.
And when we talk about women’s football. There’s one name that everyone wants to be associated with.
Sam Kerr.
Following the campaign, Park secured an official partnership with Sam Kerr Football.
Entry credits
- Katie Barclay, , Hopeful Monsters
- Carl Moggridge, , Hopeful Monsters
- Alycia Raco, , Hopeful Monsters
- Brendan McGovern, , Hopeful Monsters
- Patrick Timms, , Hopeful Monsters
- Jade Glashoff, , Hopeful Monsters
- Blair Ellis, , Hopeful Monsters
- Diah Lateri, , Hopeful Monsters
- Garry Dawson, , Hopeful Monsters
- Leah Giselle Spadone, , Hopeful Monsters
- Kate Morgan, , Hopeful Monsters
- James Manning, , Hopeful Monsters
- Joseph Wrightson, , Hopeful Monsters
- Jasmine Cooper-McCredie, , Hopeful Monsters
- Sam Davy, , PARK SSC
- Amanda Armitage, , PARK SSC
- Ryan Cheng, , PARK SSC
show more
show less
Company
Enormous Brands
Client
MakeMyTrip India Pvt Ltd
Summary
If you think Homestays, you think of Airbnb. A global presence & the heft of a $100billion-valuation was hard to beat for a miniscule-player like MakeMyTrip, who had moved from being a travel-aggregator to introducing Homestays. Capitalizing on the much-awaited World Cup, MakeMyTrip dug deep into the ethos of sports and found a niche- the traveling-band of superfans, sports-fanatics enough to book hospital-beds in the crunch for hotel-rooms. Bringing fans world over together to test their Homestays, MMT flipped the script on traditional travel category marketing, by turning the spotlight on those who make the game what it is – the fans
Entry video
Entry credits
- Abhishek Bhasin, , MakeMyTrip India Pvt Ltd
- Palash Arora, , MakeMyTrip India Pvt Ltd
- Ankit Pathak, , Enormous Brands
- Daksh Haria, , Enormous Brands
- Swapnil Vinerkar, , Enormous Brands
- Neha SIngh, , Enormous Brands
- Rahul Parbate, , Enormous Brands
show more
show less
Company
AMV BBDO
Client
Rexona, Unilever
Summary
Rexona tackled sexism in sport participation head on; putting the brand and girls football on the map in India.
Despite being one of the first countries in the world to elect a female prime minister, India remains a patriarchal society. Deeply ingrained beliefs among parents have specific repercussions for Indian girls who are brought up to believe they will follow the same path as their mothers.
Rexona’s global purpose is to inspire everyone to move beyond their limits, but narrow limits set by Indian girls’ parents were affecting their ability to move beyond partaking in domestic duties.
For years, the brand has made strides to progress women’s sport and The FIFA Women’s World Cup ™ offered a unique opportunity to help more girls in India play football.
Rexona set out to get more parents to actively encourage their daughters to participate in football as well as upskilling coaches, community leaders, and mentors to foster football programmes for girls.
We put girl’s football on the map in India garnering 29 million impressions, 56 new coach sign-ups, directly impacting 4471 young people and specifically 2782 young girls (10).
Entry video
Entry credits
- Kathryn Swallow, , Unilever
- Em Heath, , Unilever
- Camille Singer, , Unilever
- Nicholas Hulley, , AMV BBDO
- Nadja Lossgott, , AMV BBDO
- Jack Smeadley, , AMV BBDO
- George Hackforth-Jones, , AMV BBDO
- Alex Cesar, , AMV BBDO
- Hugo Catraio, , AMV BBDO
- Emily Brydon, , AMV BBDO
- Anneliese St-Amour, , AMV BBDO
- Anshula Bichu, , AMV BBDO
- Safra Karim, , AMV BBDO
- Edwina Dennison, , AMV BBDO
- Phil Hayes, , AMV BBDO
- Paul Goodwin, , AMV BBDO
- Ian Mills, , AMV BBDO
- Sandyha Daisy Sundaram, , -
- Ashit Ghelani, , Boot Polissh Films
- Kanwalpreet Kaur, , Boot Polissh Films
- Krish Makhija, , -
- Christian Leiva, , After Studio (Mumbai) India
- Hanif Saikh, , -
- Dhirendra Singh, , -
show more
show less
Company
Hopeful Monsters
Client
Australian Macadamias
Summary
Why did a little native Australian nut with a tiny budget challenge the might of the global golden arches for the coveted title - ‘The Original Maccas’?
The macadamia nut has been in Australia for more than 60 million years, with our hard-working farmers affectionately calling it the ‘maca’ ever since they started plucking them from their trees.
However, the American fast food chain McDonald’s, which has only been in Australia for a mere half-century, trademarked the term in 1995.
Now, when Aussies hear the word ‘Maccas’, they think of cheeseburgers and not our healthy, great-tasting nuts.
In response to a challenging year for the Australian macadamia industry, marred by dwindling sales and constrained marketing budgets, it was time to ignite a national debate and stake our claim to the nickname.
The stage was set for Macas vs Maccas.
The campaign launched live on the TODAY Show, with macadamia farmer Michael 'Maca' McMahon, parking a cheeky billboard outside a high-traffic McDonald's in Sydney.
Indigenous celebrity chef Mindy Woods then created 'The Original Macas' menu, featuring macadamias which led to a social media call asking McDonald’s to put our little nut on their big menu.
The campaign generated 163 pieces of coverage with 46.8 million opportunities to see, a TODAY Show exclusive reaching 6.4 million viewers, and a paid social campaign garnering 1.44 million impressions.
As well as all of this, we penned an open invitation to McDonald’s to collaborate with the Macadamia industry.
We are still waiting for a response.
Entry video
Entry credits
- Katie Barclay, , Hopeful Monsters
- Carl Moggridge, , Hopeful Monsters
- Brendan McGovern, , Hopeful Monsters
- Patrick Timms, , Hopeful Monsters
- Leah Giselle Spadone, , Hopeful Monsters
- Jade Glashoff, , Hopeful Monsters
- Diah Lateri, , Hopeful Monsters
- Joseph Wrightson, , Hopeful Monsters
- Jacqui Price, , Australian Macadamias
- Sally Hoolihan, , Australian Macadamias
- Holly Galbraith, , Go Future Media
show more
show less
Company
Disney Star Network
Client
Disney Star India
Summary
Disney Star, nation’s greatest storyteller, reaching around 700+ million viewers a month on TV across India and over 100 other countries in 9 different languages. The network generates over 20,000 hours of content every year and broadcasts 70+ channels, reaching 9 out of 10 C&S TV homes in India.
But how does one tell a story without the right words?
In India, only 10% of the population speaks English, while the rest of the country relies on the 700 spoken and 22 official languages - most only know derogatory words for the community in their native tongue.
We realised that people’s native language is what makes them feel closer to their identity, family and society.
Hence only language had the power to shape the world.
The world was evolving, it’s time our words did too.
We created Words of Pride – A lexicon of respectful words of Indian languages found and taught.
A campaign that highlights the convergence of language and respect.
We brought together a collective of 150+ language experts, scholars and members of the LGBTQIA+ community to create a unique vernacular glossary in 7 regional languages.
In just 4 weeks, it reached over 53.5 Million Indians and garnered 55+ Million video views including 196.6K+ engagements.
Disney Star India’s website traffic jumped 171% over the previous month.
45% of the views on the platform were organic, which is 5x the industry benchmark.
While other brands were getting lambasted for “tokenism” the campaign saw a 92% positive sentiment.
Entry video
Entry credits
- Aditya Kanthy, , DDB Regional Corporate
- Rahul Mathew, , DDB Regional Corporate
- Vanaja Pillai, , 22feet Tribal Worldwide
- Shikha Davessar, , 22feet Tribal Worldwide
- Preetham Venkky, , DDB Mudra Group
- Vishnu Srivatsav, , 22feet Tribal Worldwide
- Ishan Mehta, , 22feet Tribal Worldwide
- Diya Sarker, , 22feet Tribal Worldwide
- Srishti Singh, , 22feet Tribal Worldwide
- Pavithra Nair, , 22feet Tribal Worldwide
- Debashish Ghosh, , 22feet Tribal Worldwide
- Shyam Nair, , 22feet Tribal Worldwide
- Sneha Iyer, , 22feet Tribal Worldwide
- Suraj Kolhapure, , 22feet Tribal Worldwide
- Sunny Jha, , 22feet Tribal Worldwide
- Ashita Vora, , 22feet Tribal Worldwide
- Shruti Parulekar, , 22feet Tribal Worldwide
- Shraddha Patil, , 22feet Tribal Worldwide
- Ankita More, , 22feet Tribal Worldwide
- Mohit Patil, , 22feet Tribal Worldwide
- Gaurangi Gokhale, , 22feet Tribal Worldwide
- Shivani Borse, , 22feet Tribal Worldwide
- Shivani Bansal, , 22feet Tribal Worldwide
- Apeksha Pandey, , 22feet Tribal Worldwide
- Vinit Wala, , 22feet Tribal Worldwide
- Gaurav Magotra, , 22feet Tribal Worldwide
- Ken Sekhar, , 22feet Tribal Worldwide
- Nussarat Ibrahim, , 22feet Tribal Worldwide
- Christopher Mergo, , 22feet Tribal Worldwide
- Inas Shaikh, , 22feet Tribal Worldwide
- Akash Tiwari, , 22feet Tribal Worldwide
- Yash Jeswani, , 22feet Tribal Worldwide
- Yash Rajwani, , 22feet Tribal Worldwide
- Reshmi Ghosh, , 22feet Tribal Worldwide
- Sanskar Hassanandani, , 22feet Tribal Worldwide
- Rahul Mokhasi, , 22feet Tribal Worldwide
- Amol A Lad, , 22feet Tribal Worldwide
- Priya Nathan, , 22feet Tribal Worldwide
- Shivanandan Laxman, , 22feet Tribal Worldwide
- SN Karthik, , 22feet Tribal Worldwide
- Manoj Jagannath, , 22feet Tribal Worldwide
- Thejus Valappil, , 22feet Tribal Worldwide
- Hemanth KN, , 22feet Tribal Worldwide
- Aaron K, , 22feet Tribal Worldwide
- Vijay Khamitkar, , 22feet Tribal Worldwide
- Hitesh Indap, , 22feet Tribal Worldwide
- Sunit Manchanda, , 22feet Tribal Worldwide
- Mehak Jaini, , 22feet Tribal Worldwide
- Rachita Goel, , 22feet Tribal Worldwide
- Abhishek Shastri, , 22feet Tribal Worldwide
- Minakshi Achan, , Disney Star
- Kanika Mathur, , Disney Star
- Rupesh Wadekar, , Disney Star
- Jyotsna Mendon, , Disney Star
- Prerana Bhasin, , Disney Star
- Anvita Thapliyal, , Disney Star
- Alia Sojwal, , Disney Star
- Rishi Gaind, , Disney Star
- Archana Chopara, , Disney Star
- Varsha Panikar, , Star Hopper
- Asawari Jagushte, , Star Hopper
- The Gaysi Family Gaysi, , Gaysi
show more
show less
Company
Changi Airport Group
Client
Changi Airport Group
Summary
With Taylor Swift exclusively performing in Singapore during the South East Asian leg of her Eras Tour, Changi Airport Group (CAG) recognized a strategic opportunity to capitalize on this cultural moment to enhance brand relevance. To disrupt this cultural moment without being an official sponsor, CAG leveraged a moment in 2011 between Taylor Swift and Changi Airport, with a footage of her being in awe of “a forest in the airport”. On social media, CAG posted a video to rally Swifties to send a mass-invitation to Taylor to come #SeeTheNewForest in Jewel Changi Airport.
Living up to their reputation for being a participative community, the response from Swifties to the video was overwhelming. To celebrate their enthusiasm, CAG invited Swifties from the region to ‘beJEWELed’, the largest sing-along party for Swifties to sing their hearts out amidst the lush greenery of Jewel’s forest valley. For the first time, CAG transformed the forest valley into an enchanting entertainment space, delivering on their brand promise of creating experiences that go beyond an airport. The entire ‘beJEWELed’ campaign had overachieved on RSVP targets by 250%, increased passenger footfall by 40% and increased brand engagement by 60%.
Entry video
Entry credits
- Ivan Tan, , Changi Airport Group
- Kelvin Ng, , Changi Airport Group
- Melvin Leong, , Changi Airport Group
- Shueh Li Low, , Changi Airport
- Ezza Hani Samsudin, , Changi Airport Group
- Tiffany Chee, , Changi Airport Group
- Acacia Wu, , Changi Airport Group
- Marcus Sim, , Changi Airport Group
- Delfine Ong, , Changi Airport Group
- Koon Ling Ng, , Changi Airport Group
- Shirley Tay, , Ogilvy Singapore
- Nelly Lim, , Ogilvy Singpaore
- Sudhir Pasumarty, , Ogilvy Singapore
- Ishita Roy, , Ogilvy Singapore
- Joanne Hoe, , Ogilvy Singapore
- Dana Lim, , Ogilvy Singapore
- Chun Sim, , Ogilvy Singapore
- Joseph Lim, , Ogilvy Singapore
- Ria Ocampo, , Ogilvy Singapore
- Pedro Pedreira, , Ogilvy Singapore
- Xin Ying Chua, , Ogilvy Singapore
show more
show less
3
Partnership or Collaboration
Why you could win
Your team used a partnership or collaboration to create cohesive marketing outcomes during the period between April 2023 and April 2024. Highlight successful partnerships or collaborations that were mutually beneficial, leveraged synergies and generated growth for both businesses.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of partnership / collaboration outputs.
Arena Breakout x Grab: unconventional partnership that erases the line between in-game and real-life
Company
GrabAds
Client
Tencent Games, Morefun Studios Games
Summary
In December 2023, Tencent Game launched a pioneering marketing campaign Arena Breakout, in collaboration with Grab, a leading SuperApp. Faced with the challenges of low player engagement and market saturation in the first-person shooter genre, Tencent Games aimed to invigorate the gaming community by bridging the gap between gaming and real-life engagement.
Recognizing users' affinity for real-life rewards, Tencent Games partnered with Grab to seamlessly integrate in-game experiences with everyday activities. Leveraging Grab's extensive digital native user base, the collaboration aimed to create an augmented world within Arena Breakout, offering tangible rewards linked to Grab's services.
The campaign's execution was meticulously planned, blurring the boundaries between in-game and real life experiences. Leveraging GrabAds and native image ad formats, Arena Breakout achieved widespread visibility across Grab's high-quality user base. The Arena Breakout Challenge on Grab incentivized users to complete daily tasks, driving engagement and participation.
The results were remarkable. Arena Breakout achieved mutual app downloads with Grab, signaling a significant uptake in user acquisition. Social media engagement surged, with a TikTok hashtag amassing 274 million views. The Grab Challenge witnessed impressive participation, with a 100% completion rate and a notable increase in average order value among challenge participants.
This campaign exemplifies innovation by seamlessly integrating gaming and real-life experiences, yielding exceptional outcomes for both media owners and game publishers. With its transformative approach and outstanding results, Tencent Games' Arena Breakout campaign sets a new standard for marketing excellence, deserving recognition and acclaim in the industry.
Entry credits
- Pasiri Tunshevavong, , Grab
- Poomisit Greegron, , GrabAds
- Vicky Xu, , GrabAds
- Jiao Li, , Blue Media
- Abby Ling, , Blue Media
- Quan Zhang, , Blue Media
- Jackie Dong, , Twencent, Morefun Games
- Fan Wang, , Blue Media
- Ittirit Srisongkram, , Grab Ads
show more
show less
Company
HNB Assurance PLC
Client
HNB Assurance PLC
Summary
In celebration of Mother's Day 2023, we at HNB Assurance embarked on a pioneering initiative, the "Dola Duka Delivery" campaign (Dola Duka - is the Sinhalese term for "Pregnancy Cravings"), recognizing the often overlooked segment of expecting / pregnant mothers.
Understanding the significance of pregnancy cravings, HNB Assurance collaborated with local e-commerce giant Quickee.lk to launch a specialized / dedicated page which specifically catered to these cravings on their App.
The campaign unfolded in three strategic phases: Phase one involved engaging with online communities of expectant mothers to gather insights into their unique cravings. These insights were then meticulously integrated into Quickee.lk's platform, facilitating seamless access to a diverse range of desired food items in phase two. Additionally, we liaised with vendors to extend service hours, ensuring availability during extended hours - because we found out that some craving come very late at night.
Phase three saw the amplification of awareness through social media channels, encouraging expectant mothers to indulge in their cravings while we covered the delivery costs for all orders. Moreover, recognizing the accessibility challenges faced by some mothers, HNB Assurance's propaganda team traversed the country, conducting sessions and providing satisfying meals to those without app access.
By addressing the nuanced needs of pregnant mothers, HNB Assurance not only celebrated Mother's Day but also demonstrated its commitment to inclusive and impactful initiatives.
Entry video
Entry credits
- Dinesh Yogaratnam, , HNB Assurance PLC
- Kamini Gunawardene, , HNB Assurance PLC
- Amaz Irshad, , HNB Assurance PLC
- Malith Mehesuru, , HNB Assurance PLC
- Sadisha Kariyawasam , , Dentsu Communication
- Manusha Dissanayake , , Dentsu Communication
- Yashodha Lakshani, , Dentsu Communication
- Maheshi Malaviarachchi , , Dentsu Communition
show more
show less
Company
Xero (NZ)
Client
Xero
Summary
In 2022, Xero began its partnership with New Zealand Football. Sitting alongside Xero’s global partnership with FIFA Women’s Football, the NZ based Xero team knew they could use the 2023 ‘greatest FIFA Women’s World Cup™ ever’ to champion the commitment Xero was making to the local grassroots football community.
To support a primarily voluntary and non-profit network of 387 football clubs, Xero and NZ Football co-developed the ‘Together Stronger – Club Support Programme’ which launched in April 2023.
Together Stronger is a sustainable initiative that supports clubs to achieve benchmarked standards, focusing on factors such as administration, leadership, financing, player development, and community engagement.
Alongside Together Stronger, Xero developed an online playbook – a guide to using Xero to improve your club’s financial health and grow the game. This proved to be so valuable that it was adopted by Xero globally and is now accessible to every grassroots football club around the world.
To round it off, Xero offers clubs heavily subsidised access to its software, bundled with conversion support for volunteers who need a simple ‘done for you’ option to get their club onboarded and their people trained.
“Xero’s genuine care and dedication to supporting our community clubs and volunteers has been incredible. The Xero Stronger Together - Club Support programme, along with the Xero accounting platform, provides our clubs the tools needed to improve all aspects of their business.”
- Meghan Kelly – Marketing and Partnerships Manager, NZ Football.
Entry credits
- Bridget Snelling , , Xero
- Emma Scoringe , , Xero
- Natalie Weber-Benning , , Xero
- Deepika Lanigan, , Xero
- Maree Lawrence , , Xero
- Hannah Musuku-Dunlop, , Xero
- Nina Scott, , Xero
- Halle Mitchell, , Xero
- James Kyd , , Xero
- Valerie Walshe, , Xero
- Alex Haigh, , Xero
- Will Wright , , Xero
- Shane Verma , , NZ Football
- Meghan Kelly, , NZ Football
- Natalie Matthews , , NZ Football
- James Wear , , NZ Football
- Richard Howarth , , Honoco
- Jenny Fitzmaurice, ,
show more
show less
5
Rebrand or Relaunch
Why you could win
Your team used effective customer-focused rebrands or relaunches that overcame challenges and delivered positive results during the period between April 2023 and April 2024. Judges will evaluate your creative solutions, your strategic clarity, and the tangible results of the initiative.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of rebrand / relaunch outputs.
Company
Mirvac
Summary
Mirvac has been on a mission to create a more personal relationship with our customers by redesigning our websites to drive online engagement, visitation and spend in our physical assets and loyalty to our shopping centre brands. With an ambitious objective to future-proof our foundations for omnichannel growth, this was no small feat with a portfolio of 10 shopping centres, each with their own brand identity and unique retailer mix. To ensure the new websites would also maximise our individual shopping centres identities and enhance customer loyalty and recognition, we undertook a digital brand uplift project alongside the website redesign.
Instead of only looking at what our competitors were doing, we put ourselves into the minds of our customers to deliver best in class websites that presented retailer stores and products in a new and engaging way.
The results speak volumes. Within six months of launch, we’ve seen increases in views and time spent on store pages, and overall site engagement. Views to store pages increased by 1263%, highlighting the impact of the revamped digital experience. Additionally, through our strategic affiliate marketing program, we’ve generated online sales for our retailers.
Mirvac Retail’s revitalized digital ecosystem stands as a testament to its commitment to innovation and customer-centricity. By delivering intuitive, personalized, and value-driven shopping centre websites, Mirvac has not only redefined its online presence but has also laid the groundwork for sustained growth and success in the digital era.
Entry video
Entry credits
- Oliver Ree, , Digitas
- Sarah OBrien, , Digitas
show more
show less
Company
Air India
Summary
Air India, an iconic 92-year-old brand, holds a special place in the hearts of a billion Indians, embodying nostalgia, pride, and cultural identity. Acquired by the Tata Group in 2022, the airline underwent a significant transformation marked by a meticulous rebranding effort, closely watched by the nation.
A diverse team of branding experts collaborated to position Air India as a global brand rooted in its Indian heritage. This endeavour began with a fresh brand identity that honoured the past while embracing the future, reflected in various aspects like aircraft livery, fonts, iconography, and colours.
The comprehensive rebranding strategy coincided with ongoing improvements in products and services, ensuring a gradual rollout to stakeholders. Cultural initiatives and a shift to the new Air India campus in Gurugram were integral to the refresh.
The rebranding initiative commenced with the introduction of the new identity and livery in August 2023, followed by revamped website experiences, social communication, airport touchpoints, and in-flight services, including uniforms. Subsequent milestones included the debut of the A350 aircraft product experience in January 2024, along with a renewed safety video, sonic identity, and loyalty program.
The rollout encompassed both online and offline channels, extending to 82 airports globally. The rebranding efforts have garnered significant attention, with around 5000 mentions in various publications and positive brand health indicators, like Favourite index 35 vs 28 QoQ, Brand power 37 vs 27 QoQ.
Entry image
Storyboard for brand.pdf
Entry credits
- Sunil Suresh, , Air India
- Azeez Narain, , Air India
- Amrita Kumar, , Air India
- Arindam Palit, , Air India
- Ridhima Bahl, , Air India
- Jatin Khanna, , Air India
- Vineet Agrawal, , Air India
- Kanan Gambhir, , Air India
- Jisha Abraham, , Air India
- Tathagata Ray, , Air India
- Prasoon Joshi, , McCann World Group India
- Sambit Mohanty, , McCann World Group India
- Kamal Basu, , McCann World Group India
- Tasneem Ali, , Future Brand India
- Bhumika Shah, , Future Brand India
- Jon Tipple, , Future Brand
- Paul Silcox, , Future Brand
show more
show less
Company
amaysim
Summary
In 2023, amaysim embarked on a strategic brand pivot and achieved a 21% increase in unprompted brand awareness in just one quarter and our biggest year of subscriber growth to date. We wanted to rise above our Tier-2* status to become a true challenger to our Tier-1* telco competitors, aiming to resonate with value-seekers and not price-watchers. Our re-platform strategy, propelled by the insight that consumers craved simplicity and autonomy, crystallised into "Liberation": a fresh, humour-laced narrative underscoring the exhilarating freedom from typical telco constraints.
Our previous brand platform "Little Sim, Big Love" resonated well with existing customers but wasn’t driving acquisition nor achieving cut through in market. Instead, we needed a new and bold brand platform that emotionally connected with our customer base and prospects, could increase brand awareness, and overall drive growth. This led us to embrace a distinct, cheeky nudie-run concept to embody our message: "amaysim makes mobile freedom affordable." A clear message to rally Australians around the joy of unadulterated mobile freedom.
Our multi-channel campaign saw unprompted brand awareness increase by 21% in one quarter, consideration jump by 3%, and our customer base grow by an unprecedented 14% YoY. More than a lift in numbers, these results signify a shift in customer perception, achieving record-breaking growth and brand resonance, particularly in the face of rising living costs.
As we present our case to The Drum APAC Marketing Awards 2024, it's clear that amaysim is not just changing the game; we're setting the rules, demonstrating what happens when a brand
Entry video
Entry credits
- Peter MacGregor, , amaysim
- Jeddah Ryan , , amaysim
- Rachel James, , amaysim
- Sheryl Singh , , amaysim
- Lee Simpson, , whiteGrey
- Chad Mackenzie, , whiteGrey
- Joe Hill, , whiteGrey
- Ronojoy Ghosh, , whiteGrey
- Tom Spicer, , whiteGrey
- Kieran Adams, , whiteGrey
- Grace Bortolazzo, , whiteGrey
- Brooke Thompson, , whiteGrey
- Colin Tuohy, , whiteGrey
- Natalie Robinson, , whiteGrey
- Pat de Silva , , whiteGrey
- Jacqueline Gualdi, , whiteGrey
- Clare Zappia, , AvenueC
- Elena Giannini, , AvenueC
- Lorenzo Bresciani, , Brand Consultant
- / /, , Photoplay
- Gracie Otto, , TVC
- Emma Thompson, , TVC
- Florence Tourbier, , TVC
- Ross Colebatch, , TVC
- Mark Clinton, , /
- Campbell Brown, , TVC
- Simon Njoo, , TVC
- / /, , Squeak E. Clean Studios
- / /, , White Chocolate
show more
show less
Company
1HQ Brand Agency ( Singapore)
Client
Unilever
Summary
Due to multiple product re-positionings and pack relaunches since 2007: POND’S had lost both audience allure and expert perceptions, and needed to re-establish relevance, credibility and desirability while leveraging skincare trends towards affluence and scientific innovations.
2023’s pack relaunch would drive a brand re-appraisal in Southeast Asia and beyond, by elevating POND’S from a mass brightening product to a masstige skincare brand: enabling the business ambition of $1billion by 2026.
The creative approach was encapsulated in the mantra “where science meets desire”. Drawing on nearly two centuries of beauty aspiration and innovation, creatives revolutionised POND’S iconic assets: over 50 shades of pink were considered before isolating the brand’s heartbeat, the tulip was reimagined as a symbol of elegance, beauty and grace, trademarked ingredients NIASORCINOL™ and HEXYL-RETINOL™ were celebrated in captivating droplet visuals, while “POND’S”, rebranded as “POND’S Skin Institute”, boldly re-asserted the brand as a leader in premium skincare science.
The pack refresh fundamentally shifted brand perceptions: garnering consumer verbatims such as “The colour palette looks sophisticated”, while Social Listening cited packaging as “luxurious” and “elegant”.
The positive sentiment was reflected in market data: in Thailand, both Underlying Sales and Volume Growth showed significant turnaround, with USG +103%, and UVG +66%. In both Thailand and The Philippines, January 2024’s brand turnover rose 2.6x, with serum’s 7x growth contributing 28% to total brand. E-commerce also showed explosive growth within the first month of launch, with a +50% conversion rate and 40% increase in overall brand sales.
Entry credits
- Karen Cole, , 1HQ Brand Agency
- Cherie Loh, , 1HQ Brand Agency
- Sindy Seet, , 1HQ Brand Agency
- Floydd Wood, , 1HQ Brand Agency
- Enid Tam, , 1HQ Brand Agency
- Fendy Tasman, , 1HQ Brand Agency
- Rachel Goh, , 1HQ Brand Agency
show more
show less
Company
Hypemaker China
Client
adidas Originals
Summary
In today’s era of instant gratification, adidas Originals wants to re-establish its cultural credibility and emotional connection with the consumers in Mainland China, reaffirming the label’s true meaning which was launched over 50 years ago.
To mark this new era, the brand introduced its global platform, “We Gave the World an Original, You Gave Us a Thousand Back”. Hypemaker China was tasked with the objective of depicting a powerful message: adidas gave the world an Original, but the world gave it a legacy that will live on forever.
Three stripes, three signature icons, three local films and a thousand Originals, its launch in Mainland China celebrated those who made and continue to make adidas Originals who they are, from the world of sports to culture all around. Headlined by timeless local creative pioneers, including Gali, Tang Shuang, Qin Shupei, Wei Tian, Stephen Khou and more, the films focused on its three hero sneakers - the Superstar, the Gazelle, and the Samba. Authenticity was central to each “Original Stories” to inspire and empower its audience to create their own “Originals” of tomorrow. Each film was accompanied by a set of triptych stills featuring partners, collaborators and friends of the brand.
The campaign was launched across DOOH in prominent locations, OTV platforms, digital and social platforms, as well as at an offline cultural event in Mainland China. The results were impressive: it won over 843 million impressions in 60 days, gained over 147 million social readerships, and acquired over 130,000 e-commerce members.
Entry video
Entry credits
- Renee He, , Hypemaker China
- Shuang Sun, , Hypemaker China
- Kato Wang, , Hypemaker China
- Michael Huang, , Hypemaker China
- Kosin Chen, , Hypemaker China
- Olivia Liu, , Hypemaker China
- Rhea Xu, , Hypemaker China
- Elaine Xu, , Hypemaker China
show more
show less
6
Social Purpose
Why you could win
Your team drove socially responsible marketing and brand purpose marketing campaigns during during the period between April 2023 and April 2024. Success will be assessed on the impact, the creativity of your campaign and the meaningful difference it made.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of social purpose campaign's outputs.
Company
Homeground United – an integrated collective comprising eg+, TBWA\Singapore, designory and OPRG
Client
FairPrice Group
Summary
Chinese New Year is a time for grand celebrations and get-togethers. However, as inflation gripped the nation, consumers found it difficult to celebrate the way they hoped to. As a brand committed to keeping everyday essentials affordable, FairPrice sought to make Chinese New Year celebrations accessible with a 360-integrated campaign that went beyond a typical supermarket.
Tapping into the age-old tale of the Zodiac Race, we weaved a narrative that highlighted FairPrice’s commitment to putting customers first. In the tale, the Dragon, despite being powerful, came in fifth because it stopped to help many other animals along the way. With the campaign, FairPrice positioned itself as the modern-day Dragon that helps everyone, especially those cutting back, to be able to afford and enjoy the biggest festive celebration.
The campaign attracted a huge amount of publicity, saw brand adoration soar and cemented FairPrice’s dominance with market share reaching unprecedented heights.
Entry credits
- Alison Ee, , NTUC Fairprice Co-operative Ltd
- Yenn Lim, , NTUC Fairprice Co-operative Ltd
- Jenny Tan, , NTUC Fairprice Co-operative Ltd
- Daphne Ng, , NTUC Fairprice Co-operative Ltd
- Brendan Ho, , NTUC Fairprice Co-operative Ltd
- Sabrina Low, , NTUC Fairprice Co-operative Ltd
- Pei Yi Peh, , NTUC Fairprice Co-operative Ltd
- Brendon Lim, , NTUC Fairprice Co-operative Ltd
- Xin Xian Wong, , NTUC Fairprice Co-operative Ltd
- Garry Moss, , NTUC Fairprice Co-operative Ltd
- Ariel Yap, , NTUC Fairprice Co-operative Ltd
- Alissa Lim, , NTUC Fairprice Co-operative Ltd
show more
show less
Company
Dove
Client
Unilever Vietnam
Summary
Breast cancer poses as a huge threat to Vietnamese women, contributing to 25.8% of cancer cases in Vietnam. Early breast cancer detection is vital, as it can bring a 98% survival rate. Amidst this reality, the awareness of early breast cancer screening is alarmingly low among Vietnamese women, especially for current patients’ family members due to breast cancer’s hereditary nature.
With the relaunch of Dove Sakura together with this Pink collaboration, Dove would want to foster its #1 Care Shower Gel position and further expand as the #2 beauty Shower Gel brand (currently #3) in the shortest amount of time.
Entry video
Entry credits
- Nhan Mai, , Dove
- An Duong, , Creativehunts
- Anh Nguyen, , Dove
- Trinh Le, , Dove
- Mai Le, , Creativehunts
show more
show less
Company
HSBC Singapore
Client
HSBC Singapore
Summary
HSBC's "Power of Play": Bridging the Gap Through Disability Inclusion
Challenge: People with disabilities (PWDs) in Singapore, over 110,000 strong, faced discrimination despite growing awareness. Traditional methods of raising awareness often lacked a personal connection.
Opportunity: Recognizing Singaporeans' social conscience, HSBC sought a creative way to foster empathy and understanding through the game of golf.
Solution: The "Power of Play" campaign tackled disability inclusion through a unique approach.
• Empathy Through Experience: HSBC collaborated with experts to create "Power of Play Clubs." These specially designed clubs simulated various disabilities, allowing participants to experience the challenges firsthand.
• Accessible Engagement: An AR mobile version expanded reach, enabling participation from anywhere. Gameplay directly translated into donations for the disability-focused charity SPD, linking engagement to impact.
• Influencer Amplification: The campaign partnered with local influencers to amplify the message and encourage participation.
Impact: "Power of Play" went beyond raising awareness, creating a memorable and impactful experience for participants.
• Increased Engagement: Social media engagement surged by 612%, reaching over 15 million impressions.
• Doubled Donations: Gameplay directly translated into doubled donations for SPD, supporting their work with PWDs.
• Shifting Perceptions: By putting the spotlight on disability inclusion, the campaign potentially fostered a more positive and inclusive environment.
HSBC's "Power of Play" exemplifies a successful social impact campaign. It leveraged creativity, technology, and partnerships to promote empathy, raise awareness, and empower the disability community in Singapore.
Entry video
Entry credits
- Sourik Sinha, , HSBC Singapore
- Nelly Lim, , Ogilvy Singapore
- Victoria Lee, , Ogilvy Singapore
- Troy Lim, , Ogilvy Singapore
- Alan Choong, , Ogilvy Singapore
- Joseph Lim, , Ogilvy Singapore
show more
show less
Company
Unitel LLC
Client
Unitel LLC
Summary
Balancing CSR initiatives that yield social benefits with corporate vision and goals is a formidable challenge. As a technology brand and the leading service provider of telecommunications and connectivity, Unitel took it as its duty to provide equal opportunities for everyone across Mongolia to enter the digital age and enjoy the benefits it provides. We built and tested learning centers across provincial centers scattered around Mongolia. But the creativity in our strategy was in how we did it. Through successfully created three-way partnership across the private, public and civil sectors, we created a self-sustainable framework that has longevity and scalability.
Entry video
Entry credits
- Ganbold Ravjin, , Unitel LLC
- Enkhchimeg Atarbaatar, , Unitel LLC
- Narantuya Jamiyan-Yondon, , Unitel LLC
- Oyunbileg Myagmar, , Unitel LLC
- Uyanga Munkhtur, , Unitel LLC
- Ryenchindorj Adiya, , Unitel LLC
- Ichinnorov Yondon, , Unitel LLC
- Munkhtselmuun Enkhbat, , Unitel LLC
- Dolgormaa Batbold, , Unitel LLC
- Murun Batkhuu, , Unitel LLC
- Oyunjargal Jargalsaikhan, , Unitel LLC
- Namsraijav Davaajargal, , Unitel LLC
- Erdenebulgan Bayasgalan, , Unitel LLC
- Oyu-Erdene Erdenebaatar, , Unitel LLC
- Budjav Enkhbayar, , Unitel LLC
- Dorjmanlai Davaakhuu, , Unitel LLC
- Zolzaya Munkhbat, , Unitel LLC
- Biligsaikhan Onolbaatar, , Unitel LLC
- Munguntsetseg Delgertsetseg, , Unitel LLC
- Jargalmaa Gantumur, , Unitel LLC
- Ariunmunkh Munkhjargal, , Unitel LLC
- Orkhontuul Bat-erdene, , Unitel LLC
- Bat-erdene Purevnyamjid, , Unitel LLC
- Oyundelger Khorloorinbuuchii, , Unitel LLC
- Narantsatsral Dorjsuren, , Unitel LLC
- Anuudari Gansukh, , Unitel LLC
- Delgerdalai Ganbold, , Unitel LLC
- Amarsanaa Bazarragchaa, , Unitel LLC
- Arslan Sainbayar, , Unitel LLC
- Ariunbileg Tsetsenbileg, , Unitel LLC
- Chintaikh Usukhbayar, , Unitel LLC
- Enkhbaatar Dashzeveg, , Unitel LLC
- Oyunbileg Erdenechuluun, , Unitel LLC
- Ualikhan Sayasi, , Unitel LLC
- Purevsuren Gerel, , Unitel LLC
- Bayarmaa Battseren, , Unitel LLC
- Tsolmon Batsaikhan, , Unitel LLC
- Boldbaatar Gelegbalsan, , Unitel LLC
- Jargalsaikhan Terbish, , Unitel LLC
- Bolortoli Dash, , Unitel LLC
- Uchral Chuluunbaatar, , Unitel LLC
- Tuguldur Turbat, , Unitel LLC
- Saranchimeg Narantuya, , Unitel LLC
- Battuya Kh, , UNFPA Mongolia
- Selenge O, , General Authority of Child and Camily development Protection
- Enkhbilguun E, , General Authority of Child and Camily development Protection
- Amarzaya B, , General Authority of Child and Camily development Protection
- Sodnomdorj Ts, , General Authority of Child and Camily development Protection
- Otgonkhishig B, , General Authority of Child and Camily development Protection
- Ariunaa B, , General Authority of Child and Camily development Protection
- Bayarkhuu S, , General Authority of Child and Camily development Protection
- Unurtsetseg G, , General Authority of Child and Camily development Protection
- Usukhbayar D, , General Authority of Child and Camily development Protection
- Altantuya N, , General Authority of Child and Camily development Protection
- Munkh-Amar T, , General Authority of Child and Camily development Protection
- Tsegmed S, , General Authority of Child and Camily development Protection
- Odgerel B, , Media Group LLC
- Jamyansuren Ts, , Torus Entertainment
- Khuslenbayar N, , Torus Entertainment
- Mungunsukh N, , Torus Entertainment
- Khantushig Oyunbolor, , Freelancer
- Enkhbilguun E, , Unitel HUB learning center
- Itgel R, , Unitel HUB learning center
- Enkhtsooj G, , Unitel HUB learning center
- Sodnomdorj Ts, , Unitel HUB learning center
- Burnee B, , Unitel HUB learning center
- Khishigbayar B, , Unitel HUB learning center
- Tumurchudur E, , Unitel HUB learning center
- Galmandakh E, , Unitel HUB learning center
- Ganzul M, , Unitel HUB learning center
- Battulga Ch, , Unitel HUB learning center
- Javkhlan B, , Unitel HUB learning center
show more
show less
Company
AMV BBDO
Client
Rexona, Unilever
Summary
Rexona tackled sexism in sport participation head on; putting the brand and girls football on the map in India.
Despite being one of the first countries in the world to elect a female prime minister, India remains a patriarchal society. Deeply ingrained beliefs among parents have specific repercussions for Indian girls who are brought up to believe they will follow the same path as their mothers.
Rexona’s global purpose is to inspire everyone to move beyond their limits, but narrow limits set by Indian girls’ parents were affecting their ability to move beyond partaking in domestic duties.
For years, the brand has made strides to progress women’s sport and The FIFA Women’s World Cup ™ offered a unique opportunity to help more girls in India play football.
Rexona set out to get more parents to actively encourage their daughters to participate in football as well as upskilling coaches, community leaders, and mentors to foster football programmes for girls.
We put girl’s football on the map in India garnering 29 million impressions, 56 new coach sign-ups, directly impacting 4471 young people and specifically 2782 young girls (10).
Entry video
Entry credits
- Kathryn Swallow, , Unilever
- Em Heath, , Unilever
- Camille Singer, , Unilever
- Nicholas Hulley, , AMV BBDO
- Nadja Lossgott, , AMV BBDO
- Jack Smeadley, , AMV BBDO
- George Hackforth-Jones, , AMV BBDO
- Alex Cesar, , AMV BBDO
- Hugo Catraio, , AMV BBDO
- Emily Brydon, , AMV BBDO
- Anneliese St-Amour, , AMV BBDO
- Anshula Bichu, , AMV BBDO
- Safra Karim, , AMV BBDO
- Edwina Dennison, , AMV BBDO
- Phil Hayes, , AMV BBDO
- Paul Goodwin, , AMV BBDO
- Ian Mills, , AMV BBDO
- Sandyha Daisy Sundaram, , -
- Ashit Ghelani, , Boot Polissh Films
- Kanwalpreet Kaur, , Boot Polissh Films
- Krish Makhija, , -
- Christian Leiva, , After Studio (Mumbai) India
- Hanif Saikh, , -
- Dhirendra Singh, , -
show more
show less
Company
Disney Star Network
Client
Disney Star India
Summary
Disney Star, nation’s greatest storyteller, reaching around 700+ million viewers a month on TV across India and over 100 other countries in 9 different languages. The network generates over 20,000 hours of content every year and broadcasts 70+ channels, reaching 9 out of 10 C&S TV homes in India.
But how does one tell a story without the right words?
In India, only 10% of the population speaks English, while the rest of the country relies on the 700 spoken and 22 official languages - most only know derogatory words for the community in their native tongue.
We realised that people’s native language is what makes them feel closer to their identity, family and society.
Hence only language had the power to shape the world.
The world was evolving, it’s time our words did too.
We created Words of Pride – A lexicon of respectful words of Indian languages found and taught.
A campaign that highlights the convergence of language and respect.
We brought together a collective of 150+ language experts, scholars and members of the LGBTQIA+ community to create a unique vernacular glossary in 7 regional languages.
In just 4 weeks, it reached over 53.5 Million Indians and garnered 55+ Million video views including 196.6K+ engagements.
Disney Star India’s website traffic jumped 171% over the previous month.
45% of the views on the platform were organic, which is 5x the industry benchmark.
While other brands were getting lambasted for “tokenism” the campaign saw a 92% positive sentiment.
Entry video
Entry credits
- Aditya Kanthy, , DDB Regional Corporate
- Rahul Mathew, , DDB Regional Corporate
- Vanaja Pillai, , 22feet Tribal Worldwide
- Shikha Davessar, , 22feet Tribal Worldwide
- Preetham Venkky, , DDB Mudra Group
- Vishnu Srivatsav, , 22feet Tribal Worldwide
- Ishan Mehta, , 22feet Tribal Worldwide
- Diya Sarker, , 22feet Tribal Worldwide
- Srishti Singh, , 22feet Tribal Worldwide
- Pavithra Nair, , 22feet Tribal Worldwide
- Debashish Ghosh, , 22feet Tribal Worldwide
- Shyam Nair, , 22feet Tribal Worldwide
- Sneha Iyer, , 22feet Tribal Worldwide
- Suraj Kolhapure, , 22feet Tribal Worldwide
- Sunny Jha, , 22feet Tribal Worldwide
- Ashita Vora, , 22feet Tribal Worldwide
- Shruti Parulekar, , 22feet Tribal Worldwide
- Shraddha Patil, , 22feet Tribal Worldwide
- Ankita More, , 22feet Tribal Worldwide
- Mohit Patil, , 22feet Tribal Worldwide
- Gaurangi Gokhale, , 22feet Tribal Worldwide
- Shivani Borse, , 22feet Tribal Worldwide
- Shivani Bansal, , 22feet Tribal Worldwide
- Apeksha Pandey, , 22feet Tribal Worldwide
- Vinit Wala, , 22feet Tribal Worldwide
- Gaurav Magotra, , 22feet Tribal Worldwide
- Ken Sekhar, , 22feet Tribal Worldwide
- Nussarat Ibrahim, , 22feet Tribal Worldwide
- Christopher Mergo, , 22feet Tribal Worldwide
- Inas Shaikh, , 22feet Tribal Worldwide
- Akash Tiwari, , 22feet Tribal Worldwide
- Yash Jeswani, , 22feet Tribal Worldwide
- Yash Rajwani, , 22feet Tribal Worldwide
- Reshmi Ghosh, , 22feet Tribal Worldwide
- Sanskar Hassanandani, , 22feet Tribal Worldwide
- Rahul Mokhasi, , 22feet Tribal Worldwide
- Amol A Lad, , 22feet Tribal Worldwide
- Priya Nathan, , 22feet Tribal Worldwide
- Shivanandan Laxman, , 22feet Tribal Worldwide
- SN Karthik, , 22feet Tribal Worldwide
- Manoj Jagannath, , 22feet Tribal Worldwide
- Thejus Valappil, , 22feet Tribal Worldwide
- Hemanth KN, , 22feet Tribal Worldwide
- Aaron K, , 22feet Tribal Worldwide
- Vijay Khamitkar, , 22feet Tribal Worldwide
- Hitesh Indap, , 22feet Tribal Worldwide
- Sunit Manchanda, , 22feet Tribal Worldwide
- Mehak Jaini, , 22feet Tribal Worldwide
- Rachita Goel, , 22feet Tribal Worldwide
- Abhishek Shastri, , 22feet Tribal Worldwide
- Minakshi Achan, , Disney Star
- Kanika Mathur, , Disney Star
- Rupesh Wadekar, , Disney Star
- Jyotsna Mendon, , Disney Star
- Prerana Bhasin, , Disney Star
- Anvita Thapliyal, , Disney Star
- Alia Sojwal, , Disney Star
- Rishi Gaind, , Disney Star
- Archana Chopara, , Disney Star
- Varsha Panikar, , Star Hopper
- Asawari Jagushte, , Star Hopper
- The Gaysi Family Gaysi, , Gaysi
show more
show less
4
Sustainability
Why you could win
Your team has ingeniously woven sustainability into their marketing strategies during the period between April 2023 and April 2024. It's all about celebrating campaigns crafted from an innovative paths to make a greener, eco-conscious, and positive environmental impact.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples sustainability campaign's outputs.
Company
Foundation Australia
Client
Sanofi Consumer Healthcare Australia
Summary
Our real-time renewable energy ad engine is a game-changer in the world of streaming ad activation. By fusing real time data on renewable electricity in each Australian state, we are able to dynamically turn on campaigns during periods when the power from the sun, wind, and hydro electricity are at their peak, and off when they aren’t. This not only allows us to align our campaigns with periods of higher renewable electricity, but also helps us reduce our carbon footprint and support the transition to clean energy.
And it works… This innovative technology substantially increases the proportion of renewables used to deliver streaming ads and in turn fewer carbon emissions. Our pilot campaign has resulted in a 79% increase in renewable energy used to deliver campaigns – an extremely impressive result when streaming ads emit 2.1 more times more carbon emissions than display ads*.
This successful pilot campaign opens the door to a progressive rollout on more clients who share our passion for sustainability for maximum impact - both at our agency Foundation and our parent company Omnicom Media Group.
Source:
*Scope 3 - The State of Sustainable Advertising: Q2 2023
Entry credits
- Ashley Wong, , Foundation
- Laura Adams, , Foundation
- Ashleigh Lockton, , Foundation
- Tracey Peters, , Sanofi Consumer Healthcare Australia
- Sarah Pothecary, , Sanofi Consumer Healthcare Australia
- Stefanie Wong, , Adylic
show more
show less
Company
Infosys
Summary
Professional players on the ATP circuit travel to more than 250 events in 50 countries across the ATP Tour and Challenger Tour each season. With over 1800 players on tour, year on year, the carbon emissions are substantial. How could the ATP Tour align with its commitment to UN Sport for Climate Action and bring awareness and action to this issue? The ATP Tour turned to Infosys, their Digital Innovation Partner and sustainability advocates to address the issue: by developing and launching a first-of-its-kind ATP Carbon Tracker to help players track and offset their emissions as they travel to tournaments across the world.
Infosys is a global leader in next-generation digital services and consulting with a presence in 50 countries. And since 2015, it has been reimagining tennis with technology as the Official Digital Innovation partner for 4 prominent tournaments - ATP, Roland-Garros, the Australian Open and the International Tennis Hall of Fame. The tech giant is changing the game on court, and beyond.
This report delves into the conception, deployment, and impact of the Carbon Tracker App.
Entry credits
- Karan Arora, , Infosys
- Dhruv Kanal, , Infosys
- Sara Chamut, , ATP
- Mark Epps, , ATP
- Rohit Agnihotri, , Infosys
- Smita Poojary, , Infosys
- raghavan Subramanian, , Infosys
- Jaya Chaterjee, , Infosys
- Rodolphe Tastet, , ATP
show more
show less
Company
Atmosph Digital Solutions Co.,Ltd.
Client
Energy Regulatory Commission of Thailand
Summary
The "Now It’s Your Turn" campaign embodies a transformative movement towards sustainable living and clean energy adoption in Thailand. With the backdrop of an escalating global climate crisis, this initiative seeks to catalyze a collective shift in environmental consciousness and action. Leveraging the pervasive reach of Bangkok’s Sky Train Transportation, alongside innovative solar-powered signage, the campaign penetrates the urban landscape, achieving remarkable visibility among millions.
Our approach intertwines engaging on-ground advertisements with a dynamic online presence, encompassing Facebook, influencers, and digital platforms, to broaden our impact. This dual strategy not only highlights the importance of sustainable energy solutions but also mobilizes community involvement across digital and physical realms. Through vivid motion graphics and interactive experiences, we illustrate the pressing need for CO₂ reductions, drawing connections between daily actions and global climate change.
As a rallying cry for change, "Now It’s Your Turn" has not just spread awareness; it has sparked a dialogue on sustainability, engaging over 100 million people through diverse mediums. With a modest budget, the campaign demonstrates an exceptional return on investment, not only in terms of reach and engagement but also in fostering a culture of environmental stewardship. As we stand at the nomination threshold, this campaign represents not just a call to action but a beacon of hope for a sustainable future, proving that collective action can lead to meaningful change. We were doing our Turn and Now It's Yours.
Entry video
Entry credits
- Kanmanus Ongvisatepaiboon, , Atmosph Digital Solutions Co.,Ltd.
- Pimphan Liunamchai, , Atmosph Digital Solutions Co.,Ltd.
- Chayanan Phetjood, , Atmosph Digital Solutions Co.,Ltd.
- Pachara Udomkitpanya, , Atmosph Digital Solutions Co.,Ltd.
- Priyarat Naembua, , Atmosph Digital Solutions Co.,Ltd.
- Suriwan Pansuk, , Atmosph Digital Solutions Co.,Ltd.
- Teerachai Lohapansomboon, , Atmosph Digital Solutions Co.,Ltd.
- Natchanan Karunyapus, , Atmosph Digital Solutions Co.,Ltd.
- Ratpaphon Khanitchaphong, , Atmosph Digital Solutions Co.,Ltd.
- Sasicha Kingsunklang, , Atmosph Digital Solutions Co.,Ltd.
- Pattaratape Reepairoj, , Atmosph Digital Solutions Co.,Ltd.
- Parin Viriyamano, , Atmosph Digital Solutions Co.,Ltd.
- Pathaphee Tanbanjong, , Atmosph Digital Solutions Co.,Ltd.
- Sutthida Nareepoch, , Atmosph Digital Solutions Co.,Ltd.
- Nattawut Saewang, , Atmosph Digital Solutions Co.,Ltd.
- Prat Saynatee, , Atmosph Digital Solutions Co.,Ltd.
- Kwanjira Klinklan, , Atmosph Digital Solutions Co.,Ltd.
show more
show less
Company
DBS Bank
Summary
As the need for sustainable financing solutions increases, DBS Bank wanted to showcase itself as the bank of choice for global corporates looking for financial solutions partners, especially in Asia.
We were the first Singapore bank to commit to being net zero by 2050 in 2021. We crystallised how this would be executed in a detailed roadmap “Our Path to Net Zero – supporting Asia’s transition to a low-carbon economy” involving nine industry sectors which we finance, representing one of the most comprehensive sets of decarbonisation targets among global banks. We published a new comprehensive science-based report detailing its framework for net zero targets for both the firm and its corporate partners. While the report was a standout success, more needed to be done to position DBS Bank as a thought leader in the sustainability space.
The FT was the publisher of choice for DBS Bank to deliver on this overwhelming need to communicate and amplify this message to a targeted audience.
Entry video
Entry credits
- Carlo Chong, , FT
- Hugh Allman, , FT
- Paul Hutt, , FT
- Kieran Dawson, , The Alpha Grid
show more
show less
3
Gaming
Why you could win
Your team has harnessed the immersive world of gaming to captivate and connect with audiences in groundbreaking ways during the period between April 2023 and April 2024. Whether through innovative in-game advertising, the launch of new gaming experiences, strategic partnerships, or other novel approaches, this category celebrates those who have elevated marketing through gaming.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of the use of gaming's outcomes.
Arena Breakout x Grab: unconventional partnership that erases the line between in-game and real-life
Company
GrabAds
Client
Tencent Games, Morefun Studios Games
Summary
In December 2023, Tencent Game launched a pioneering marketing campaign Arena Breakout, in collaboration with Grab, a leading SuperApp. Faced with the challenges of low player engagement and market saturation in the first-person shooter genre, Tencent Games aimed to invigorate the gaming community by bridging the gap between gaming and real-life engagement.
Recognizing users' affinity for real-life rewards, Tencent Games partnered with Grab to seamlessly integrate in-game experiences with everyday activities. Leveraging Grab's extensive digital native user base, the collaboration aimed to create an augmented world within Arena Breakout, offering tangible rewards linked to Grab's services.
The campaign's execution was meticulously planned, blurring the boundaries between in-game and real life experiences. Leveraging GrabAds and native image ad formats, Arena Breakout achieved widespread visibility across Grab's high-quality user base. The Arena Breakout Challenge on Grab incentivized users to complete daily tasks, driving engagement and participation.
The results were remarkable. Arena Breakout achieved mutual app downloads with Grab, signaling a significant uptake in user acquisition. Social media engagement surged, with a TikTok hashtag amassing 274 million views. The Grab Challenge witnessed impressive participation, with a 100% completion rate and a notable increase in average order value among challenge participants.
This campaign exemplifies innovation by seamlessly integrating gaming and real-life experiences, yielding exceptional outcomes for both media owners and game publishers. With its transformative approach and outstanding results, Tencent Games' Arena Breakout campaign sets a new standard for marketing excellence, deserving recognition and acclaim in the industry.
Entry credits
- Pasiri Tunshevavong, , Grab
- Poomisit Greegron, , GrabAds
- Vicky Xu, , GrabAds
- Jiao Li, , Blue Media
- Abby Ling, , Blue Media
- Qian Zhang, , Blue Media
- Jackie Wong, , Tencent, Morefun Studios
- Fan Wang, , Blue Media
show more
show less
Company
ONE Esports
Client
Samsung Electronics Southeast Asia & Oceania
Summary
ONE Esports and Samsung Electronics Southeast Asia & Oceania partnered to develop the ONE Esports Mobile App, an all-access esports and gaming experience to super-serve Samsung Galaxy device owners. Featuring “First on Samsung” articles and videos – ranging from exclusive interviews to gaming culture deep dives – the app brings fans closer to esports heroes than ever before, with “Ask Me Anything (AMA)” sessions, polls, quizzes, and a members-only channel that empowers users to request content and features. Fans take control of the updates they need to know with custom push notifications and segmented category feeds, allowing them to focus on the games and leagues that they care about most. Since launch, the ONE Esports Mobile App has over 100,000 downloads on digital distribution services for Samsung Galaxy devices, boasting a 4.2/5 rating. Since June 2023, “Power Users” – users who engage with the app more than ten times monthly – have more than tripled.
Entry video
Entry credits
- Carlos Alimurung, , ONE Esports
- Trent Davis, , ONE Esports
- Jason Teo, , ONE Esports
- James Lu, , ONE Esports
- Derek Wong, , ONE Esports
- Dale Bañares, , ONE Esports
- Allison Datu, , ONE Esports
- Colinn Shae, , ONE Esports
- Ethan Chew, , ONE Esports
- Matthew Wong, , ONE Esports
- Venetta Lee, , ONE Esports
- Bernadette Marie Ong, , ONE Esports
- Eugenia Lee, , ONE Esports
- Jeichiel Palomar, , ONE Esports
- Rheyn Dela Cruz, , ONE Esports
- Mark Cervantes, , ONE Esports
- Joseph Sim, , ONE Esports
- Chris Ruzol, , ONE Esports
- Shaun Leong, , ONE Esports
- Melissa Chue, , ONE Esports
- Ankur Omar, , ONE Esports
- Prashant Dubey, , ONE Esports
- Chandrika Muniraj, , ONE Esports
- Ishita Sina, , ONE Esports
- Irina Chadsey, , ONE Esports
show more
show less
Company
ONE Esports
Summary
In its fourth year, the ONE Esports Mobile Legends: Bang Bang Professional League Invitational (MPLI) broke the boundaries of Southeast Asia and invited 16 of the world’s greatest Mobile Legends: Bang Bang (MLBB) professional teams to battle for a 100,000 USD prize pool. For the first time in MLBB esports history, professional teams from North America (NA), the Middle East and North Africa (MENA), and China were pit against powerhouses from Indonesia, the Philippines, Malaysia, Singapore, and Cambodia, in front of a live stadium audience at GBK Basketball Hall in Jakarta, Indonesia.
The five-day tournament generated 71 million views across live broadcasts and supporting video content, accumulating over 9.4 million watch hours across tournament days. ONE Esports’ social media channels amassed 56 million social impressions and 4 million engagements on tournament-related content. Earned media coverage reached 622 million fans through 171 pieces of coverage across mainstream, lifestyle, and gaming publications. On-site, the event drew over 2,700 live fans.
Entry video
Entry credits
- Carlos Alimurung, , ONE Esports
- Trent Davis, , ONE Esports
- Jason Teo, , ONE Esports
- James Lu, , ONE Esports
- Derek Wong, , ONE Esports
- Dale Bañares, , ONE Esports
- Allison Datu, , ONE Esports
- Colinn Shae, , ONE Esports
- Ethan Chew, , ONE Esports
- Egiandy Yoswara, , ONE Esports
- Rhein Michael, , ONE Esports
- Rocelle Cadavos, , ONE Esports
- Matthew Wong, , ONE Esports
- Venetta Lee, , ONE Esports
- Bernadette Marie Ong, , ONE Esports
- Eugenia Lee, , ONE Esports
- Jeichiel Palomar, , ONE Esports
- Rheyn Dela Cruz, , ONE Esports
- Wolf Nopueto, , ONE Esports
- Maouie Reyes, , ONE Esports
- Mark Cervantes, , ONE Esports
- Joseph Sim, , ONE Esports
- Chris Ruzol, , ONE Esports
- John Dennis Santiago, , ONE Esports
- Jose Alfonso De Vera, , ONE Esports
- Jeyla Arca, , ONE Esports
- Joyce Barral, , ONE Esports
- Lian Medina, , ONE Esports
- Benn Adorna, , ONE Esports
- Althea Lusteiro, , ONE Esports
- Shaun Leong, , ONE Esports
- Gunawan Widyantara, , ONE Esports
- Sean Low, , ONE Esports
- Ahmad Ichsanul Karim, , ONE Esports
- Irina Chadsey, , ONE Esports
- Rosalind Tay, , ONE Esports
show more
show less
6
Influencer Marketing
Why you could win
Your team used influential voices to forge authentic and meaningful connections with audiences during the period between April 2023 and April 2024. Whether you've sparked a trend, leveraged the reach of mega-influencers, or masterfully employed micro-influencers, this category honors campaigns that have harnessed the power of influencer marketing
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of influencer marketing outputs.
Company
DBS Bank
Client
DBS Bank
Summary
2023 – highest inflation since 1996 and yet people were still outspending each other on Taylor Swift concert tickets?! It is no wonder survey results showed that 55.2% of Singaporeans, especially the youth felt like they were financially illiterate.
This was not ideal for DBS, Singapore's largest bank, a brand that encourages people to ‘Live More, Bank Less’. The focus of the bank was to ensure that banking-at-large wouldn’t stand in the way of people living their best lives. As such, the bank took it as its responsibility to educate youths and help them become financially savvy.
To support their financial journeys, DBS launched TableTok, a TikTok-first content series, where objects on an intern’s workspace come to life after she leaves her desk, to discuss the latest financial queries they heard that day and to share wisdom.
The series tackled real financial anxieties often on the lips of youths, from "How much should I save?" to "What do I need to retire?" and even technical questions like "What type of bonds should I buy?" These anxieties were brought to life by the objects on an intern’s desk with hilarious banter, relatable scenarios and actionable tips presented in an AI-filter format, all while being voiced by TikTok-famous influencers.
Retire when? Invest how? The TableTok series answered all the burning (finance) questions, racking up over 10.5 million views and 9000 engagements across 18-episodes, proving that financial literacy doesn’t have to be a dry textbook.
Entry video
Entry credits
- Krishna Kota, , DBS Bank
- Bernice Ng, , DBS Bank
- Cheryl Han, , DBS Bank
- Cassi Yang, , Hepmil Creators Network
- Isaac Tan, , Hepmil Creators Network
- Avril Chua, , Hepmil Creators Network
- Kylie Yeo, , Hepmil Creators Network
- Amanda Ang, , Hepmil Creators Network
- Kyrie Chie, , Hepmil Creators Network
- Joyce Ng, , Hepmil Creators Network
- Kedy Lim, , Hepmil Creators Network
- Rasuna Azrayl, , Hepmil Creators Network
- Ho Kai, , Hepmil Creators Network
show more
show less
Company
Underscore
Summary
Culminating in a 65 million-strong reach over four marquee events and headed by the record-setting Australian Open 2024, the collaboration between Underscore and Tennis Australia achieved a total cost per asset of $128 and an engagement cost of just $0.16 with content from 814 creators.
In a game-changing match, Tennis Australia teamed up with Underscore for the 2024 tennis season to smash the conventional boundaries of sports marketing with a highly creative and original influencer marketing campaign. Designed to resonate with fans and newcomers alike, the campaign sets a new precedent for inclusivity and accessibility in the world of tennis. From the outset, the mission was crystal clear: to redefine the tennis experience, proving that grand slams are within everyone's reach, regardless of cost or convenience.
Underscore harnessed its strong connections within the industry and with influencers to find and connect with the right audiences within Tennis Australia's key target demographics. This data-driven strategy and careful audience research helped Underscore validate the intricate targeting process for the campaign's outreach, crafting a multifaceted and creative influencer strategy.
Running from October to January, the campaign showcased a mosaic of influencers all sharing both big and small moments that showcased there’s something for everyone at tennis events, whether it's food, entertainment, or tennis, while leveraging social trends to create hype and generate versatile content for paid advertising. The 2600+ pieces of content produced present a tapestry of stories that celebrate the quintessential sport of summer.
Entry credits
- Matt Gardener, , Underscore
- Elise Brando, , Underscore
- Mel Bowman, , Underscore
- Renee Picciani, , Underscore
show more
show less
Company
National Stock Exchange Of India Limited
Client
National Stock Exchange of India Limited
Summary
The National Stock Exchange of India Limited (NSE) is a leading global financial institution and has earned a well-deserved nomination for the esteemed Influencer Marketing Award.
NSE has established itself as a leader in investor awareness and education through its outstanding use of content to inform and engage its investors. From its comprehensive website and social media channels to its award-winning investor education programs, NSE has created an impressive portfolio of content that has helped to build an engaged and informed investor base.
NSE has leveraged its content to provide timely and accurate information to investors.
NSE has also created a range of investor education programs, from webinars to workshops, to help investors gain a better understanding of the stock market and how to make informed decisions. These programs have been incredibly successful, helping to increase investor confidence and engagement.
Finally, NSE has also developed a range of content to promote its products and services, helping to raise awareness of the stock market and attract new investors.
Entry video
Entry credits
- Arijit Sengupta, , National Stock Exchange Of India Limited
show more
show less
Company
Enormous Brands
Client
MakeMyTrip India Pvt Ltd
Summary
"If you think Homestays, you think of Airbnb. A global presence & the heft of a $100billion-valuation was hard to beat for a miniscule-player like MakeMyTrip, who had moved from being a travel-aggregator to introducing Homestays
Capitalizing on the much-awaited World Cup, MakeMyTrip dug deep into the ethos of sports and found a niche- the traveling-band of superfans, sports-fanatics enough to book hospital-beds in the crunch for hotel-rooms.
Bringing fans world over together to test their Homestays, MMT brought the sports fandom experience alive, by turning the spotlight onto our superfans as our Influencers "
Entry video
Entry credits
- Abhishek Bhasin, , MakeMyTrip India Pvt Ltd
- Palash Arora, , MakeMyTrip India Pvt Ltd
- Ankit Pathak, , Enormous Brands
- Daksh Haria, , Enormous Brands
- Swapnil Vinerkar, , Enormous Brands
- Neha Singh, , Enormous Brands
- Rahul Parbate, , Enormous Brands
show more
show less
Company
Big Bad Wolf
Client
Rémy Cointreau
Summary
Hong Kong, a bustling and cosmopolitan city, is known for its fast-paced lifestyle and a population that is easily attracted by new experiences. Therefore, we are proud to launch the " To Craft exceptional Cognac Express” campaign, taking place at one of the high-end and upscale shopping mall Elements during CNY.
While the cognac market holds a niche position in Hong Kong, Rémy Martin aims to connect with new audiences and impart upon them the art of enjoying life through a captivating physical activation experience. By exploring the various tasting notes of cognac—Eye, Nose, Taste, and Body—the brand seeks to engage and attract new customers.
To fit in the Lunar New Year period, which is typically a time when individuals plan travels or gather with family and friends, we strategically collaborated with 22 Hong Kong and Greater Bay KOLs and leveraged on 5 paid media channels to drive campaign site registrations, that allow registers to sign up masterclass tutorial and experience immersive event with cicerone. Furthermore, brand content and products information were featuring in campaign site, once visitors increase their purchase intention they will redirect to e-commerce site for further action. The aim is to raise product awareness and uplift products sales throughout 1.5 month.
As a result, we achieved an impressive 3.7million impression with 6.8 times more conversions for CNY products through our paid media, recorded 39.7% check-in rate at the event and created HKD $976,000+ of PR value through KOLs content which spread out at different stage.
Entry video
Entry credits
- Alvin Wong, , Rémy Cointreau
- Erica Ip, , Rémy Cointreau
- Matt Penrose, , Big Bad Wolf
- Judien Wang, , Big Bad Wolf
- Leo Chan, , Big Bad Wolf
- Jane Tai, , Big Bad Wolf
- Rosa Cheung, , Big Bad Wolf
- Sukey Cheng, , Big Bad Wolf
- Edith Chow, , Big Bad Wolf
- Sherry Shen, , Big Bad Wolf
- Celia Chan, , Big Bad Wolf
show more
show less
Company
BBC StoryWorks APAC
Client
Hong Kong Information Services Department
Summary
Why would we use a world-famous snooker player and an ex-circus performer as faces of a B2B campaign convincing people to invest in or move to Hong Kong?
Lots of us feel like we already know Hong Kong. “It’s the city of contrast.” “East-meets-West.” “People move there for tech start-ups.” “Food and shopping haven.” “Filmic neon-lit streets.” “Asia’s World City.” These are all true descriptors, but our challenge was to unearth a missing connection that used descriptors to convince people to invest in Hong Kong – be it through resources, or through the investing of skill and talent by moving there.
While our client’s brief was B2B, we’ve found that no matter how business-savvy an audience is, they want to be communicated with as people. Plus, investing and laying roots in foreign land tend are inherently emotion-driven decisions. We decided that our B2B campaign would bridge Hong Kong’s theoretical attractiveness with an emotional one, to cement it as a surprising nexus moulding world-class talent.
We humanised Hong Kong’s descriptors through the perspectives of two captivating KOLs, distributed across a sizable scale of 10M impressions and 3.3M video views via TV, BBC digital platforms, and innovative social media formats like Facebook Instant Experiences. We told a story of two dynamos who’ve got the world in their hands, but choose Hong Kong as home.
With our KOL-led approach, we surpassed multiple campaign benchmarks (such as dwell time), indicating deep emotional resonance, achieved significant uplifts (66%) in consideration for Hong Kong, and more.
Entry credits
- Hijanah Hernandez, , BBC StoryWorks APAC
- Kome Tamilchelvam, , BBC StoryWorks APAC
- Yannis Biliris, , Visual Suspect
- Richard Pain, , Storyteller Strategies
- Roxanne Poynter, , Ad Sales & StoryWorks
show more
show less
3
Creative Innovation
Why you could win
Your team harnessed creativity to solve problems and achieve outstanding results during the period between April 2023 and April 2024. Showcase campaigns where creativity defied norms, redefined possibilities, and delivered remarkable outcomes
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of creative innovation outputs.
Company
Amazon miniTV India and SoCheers, India
Client
Amazon miniTV India
Summary
#KaranBadtameezHai: A Data-Fueled Social Symphony
Imagine a show launched not with celebrities, but with a common name! #KaranBadtameezHai (Karan is Naughty!) is how Amazon miniTV rocketed "Badtameez Dil" to fame.
Data Unearths a Gem: We analyzed audience data to discover "Karan," a super common name amongst millennials, our target demographic. This seemingly ordinary detail became viral gold.
Insights Ignite Engagement: Knowing their love for relatable content, we crafted the playful hashtag. It resonated because everyone knows a mischievous "Karan"!
Instagram & UGC Fuel the Fire: We targeted Instagram, a trend hotspot, and encouraged user-generated content. Viewers became active participants, extending the campaign's life.
The Results? Viral Magic:
35 Million+ Social Reach in a week!
10 Million+ Trailer Views fueled by campaign-driven curiosity.
National Conversation Starter: "Badtameez Dil" transcended entertainment.
Why It's Innovative:
Data-Driven Strategies: Unexpected approaches born from audience insights.
Community Power: User-generated content builds engagement.
Unleashing the Unexpected: Data revealed a hidden opportunity - the name "Karan."
#KaranBadtameezHai - Redefining entertainment marketing with data!
Entry video
Entry credits
- Aruna Daryanani, , Amazon miniTV India
- Suvarna Athavale, , Amazon miniTV India
- Ashray Sachdeva, , Amazon miniTV India
- Nehal Garg , , Amazon miniTV India
- Namita Vora, , Amazon miniTV India
- Mehul Gupta, , SoCheers
- Rajni Daswani, , SoCheers
- Tanvi Bosmia, , SoCheers
- Aakash Goplani, , SoCheers
- Parthvi Kadam , , SoCheers
- Hetvi Zaveri , , SoCheers
- Shivani Kamdar, , SoCheers
- Priyal Tawade , , SoCheers
- Celeste Chintankar , , SoCheers
- Divyansh Gala , , SoCheers
- Bridget Fernandes , , SoCheers
- Arun Panwar, , SoCheers
- Kartiki Thombre, , SoCheers
- Bhavika Lamba , , SoCheers
- Roshan Rewale, , SoCheers
- Akshay Gupta, , SoCheers
- Nikhil Somani, , SoCheers
- Kanchi Parekh, , SoCheers
- Gunjan Goswami, , SoCheers
- Bhagyashree Hiraskar , , SoCheers
- Jitendra Hirawat, , SoCheers
- Arushi Borkar, , SoCheers
- Dhruv Rai, , SoCheers
show more
show less
Company
The Ascott Limited
Summary
As a forward-looking hospitality company, The Ascott Limited (Ascott) embarked on a mission to uncover cutting-edge solutions that could drive efficiency, optimise returns, generate cost savings, and streamline laborious tasks in travel marketing.
Recognising that ad campaigns traditionally entail significant time and resources, often involving weeks or even months of work by a dedicated team of designers and copywriters, we saw a need for a more agile solution that could allow better optimisation of our resources. To address this challenge, we turned to the transformative power of artificial intelligence (AI), complemented with human strategic thinking.
An AI-empowered Creative Campaign to Inspire Wanderlust
We deployed AI programmes – ChatGPT, Cohesive and Midjourney – to develop captivating and persuasive creatives with minimal human intervention. The efficiency of Midjourney was truly remarkable, generating over 500 visuals in just 30 minutes, surpassing the capabilities of human counterparts. These ad visuals were then curated by the marketing team and strategically placed, harnessing Meta’s and Google’s AI-powered platforms for precision targeting and ad optimisation.
As compared to the previous year’s mid-year campaign without AI involvement, this campaign delivered compelling results – revenue grew 90% year-on-year, 775% increase in engagement, 95% cost-savings and about 63% reduction of time spent (about 170 manhours saved). The results well exceeded our identified goals and metrics, such as cost-effectiveness, efficiency, and conversion maximisation, proving that AI is a formidable tool for humans in creative marketing.
Entry credits
- Angela Lau, , The Ascott Limited
- Huixian Zhang, , The Ascott Limited
- Yizhen Ho, , The Ascott Limited
show more
show less
Company
Mastercard
Client
Mastercard
Summary
Breaking down barriers and making the world more inclusive is central to Mastercard’s brand ambition. In 2021, we launched the Touch Card solution – an accessible card created from the recognition that people who are low-sighted and blind encounter significant barriers when engaging in everyday financial activities. Our award-winning Touch Card features an innovative system of notches - rounded for debit, squared for credit and triangular for prepaid — creating a more inclusive and accessible payments ecosystem.
Mastercard’s Touch Card challenges how we design the world around us in every way. So, to celebrate the launch of Touch Card in Australia, in partnership with Westpac, we created an inclusive experience that was truly priceless.
Every year, 500 million+ people visit the movies. Yet the experience is often an afterthought for people who are blind or have low vision. Mastercard’s ‘TOUCH’ is a feature-length motion film without pictures, redesigning an experience that had always catered to the sighted community.
Developed by award-winning filmmakers in collaboration with creatives from blind and low-vision communities all over the world, the film was brought to life solely through Dolby 7.1 sound - without images or audio descriptions. ‘TOUCH’ was designed to be experienced by people who are both sighted and non-sighted, just like the accessible Touch Card and its groundbreakingly inclusive global launch campaign.
‘TOUCH’ premiered at iconic Australian cinemas, has since been submitted to global film festivals and is now being taught at film schools - showing future filmmakers the path to creating more inclusive productions.
Entry video
Entry credits
- Luke McClelland, , AP Communications
- Amy McIntyre, , AP Communications
- Marissa Moo, , AP B2B Marketing
- Anoop Jose, , AP B2B Marketing
- Biplop Saha, , AP Finance & Sourcing for IMC
- Marini Syarif, , AP Consumer Marketing
- Liana Klisarova, , AP Consumer Marketing
show more
show less
2
Media Innovation
Why you could win
Your team harnessed the power of various media channels—be it cutting-edge digital platforms, traditional media, or innovative cross-channel approaches during the period between April 2023 and April 2024. Showcase your campaigns that have revolutionized the media landscape, capturing audience attention and delivering exceptional results.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of media innovation outputs.
Company
AB InBev
Client
AB InBev
Summary
This case is about Budweiser - an Indian beer brand that pushed boundaries to create a breakthrough media innovation – a first in the industry, that became a source of collecting critical info about consumers in the highly regulated industry forbidden to collect consumer data and insights, thereby, collecting record-breaking data at ZERO COST to make its campaigns more effective. This pioneering approach in the alco-bev industry has established the brand as a leader in data mining.
This innovation has allowed us to better understand consumer behaviour and create more targeted and effective campaigns. Our single-minded objective was to mine at least 5 Mn first party data to declare this as a successful innovation.
In just 15 months, we captured 14 million Gold + records, an astonishing feat to achieve in such a short span of time at no additional cost!
We leveraged this data by creating customized and personalized ads for our audiences by not just segregating cohort's basis passion points like music & football but really understanding their likes and dislikes.
Stunning the entire alco-bev industry with this innovation, Budweiser transformed all its digital engagement into clever data collectors, gathering critical insights about its consumers at zero cost. This pioneering strategy positioned the brand as a data mining trailblazer, setting a new standard in the alco-bev sector.
Entry video
Entry credits
- Ankit Kataria, , AB InBev
- Vineet Sharma, , AB InBev
show more
show less
Company
Dentsu, iProspect
Client
Accor Hotels
Summary
With the travel and hospitality sector going through a renewed vitality post-pandemic, it was time to re-ignite Singapore as the go-to travel destination.
Our primary objective was clear: To raise overall brand awareness for Accor post-pandemic, reinstating its market prominence while simultaneously driving visitor ship to Singapore through room bookings across Accor properties. Recognizing the competitive landscape, we understood that simply offering monetary incentives and adopting a one-sized fits all media approach would not suffice. We needed an innovative strategy focused on delivering distinctive proposition, motivating travelers, both long-haul and short-haul to book with Accor.
Collaborating with Dentsu Creative for the ideation process, we recognized that to amplify the true essence of Singapore and attract visitors to book is through highlighting Singapore’s multifaceted food culture, giving birth to ‘100 Bites Campaign’. This campaign features a series of sustainable dining & cultural immersion experiences that would feature different 100-bite menus inspired by Singapore’s multicultural hawker fare.
With this innovative concept in mind, we recognized adopting a multi-phased and audience-first methodology was critical across our varying audience clusters. Moreover, we have leveraged on the burgeoning trends of metaverse, livestreaming, and augmented reality to further amplify our efforts in raising awareness.
The campaign was an overall success, smashing planned impression targets by +1450%, generating 172% higher room bookings at a staggering 63% improved CPA vs pre-pandemic 2019 era. ROAS was up by more than 26x, reaching an unprecedented ROAS of 178 vs pre-pandemic, marking the highest ROAS Accor has achieved to date.
Entry image
Accor 100 Bites Campaign 2024 Cover Image.pdf
Entry credits
- Zahidah Zain, , Dentsu
- Michelle Tan, , Dentsu
- Ber Han Ong, , Dentsu
- Sarah Guichard, , Dentsu
- Stephanie Marie Simmons, , Dentsu
- Tinder Chandiramani, , Dentsu
- Sanket Sasane, , Dentsu
- Izaac Chan, , Dentsu
show more
show less
6
Technology Innovation
Why you could win
Your team implemented new technologies for marketing campaigns and found groundbreaking solutions to a unique limitation during the period between April 2023 and April 2024. Judges are interested in your tech innovations, tech-driven campaigns and the game-changing impact.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of the new technology's outputs.
Company
Interactive Avenues
Client
ITC Limited
Summary
For a decade, Sunfeast Dark Fantasy, a premium cookie brand from India, struggled to significantly move the needle on market penetration and consumer engagement, despite considerable investment in advertising and celebrities. The brand needed to create an unexpected experience to build meaningful engagement. The #MyFantasyAdWithSRK campaign was born out of this necessity, aiming to reinvent the brand-consumer interaction by turning consumers into brand storytellers through a one-of-its kind personalised digital experience that enabled them to co-star with Bollywood superstar, Shah Rukh Khan. #MyFantasyAdWithSRK exceeded expectations with 1 million+ personalised Dark Fantasy Ads created, a 300% boost in social chatter, 41% hike in purchase intent and a 25% increase in penetration.
Entry video
Entry credits
- Aparna Tadikonda, , Interactive Avenues
- Karan Anand, , Interactive Avenues
- Sindhu Janardhan, , Interactive Avenues
- Siddhant Mazumdar, , Mediabrands Content Studio, India
- Kirti Agarwal, , ITC Limited
- Anushree Ghosh, , ITC Limited
- Nitin Koltake, , ITC Limited
- Lekha Singh, , Interactive Avenues
- Nitin Kalel, , Interactive avenues
- Priti Maydeo, , Interactive Avenues
- Amit Sanglikar, , Interactive Avenues
show more
show less
Company
Mahindra Lifespace Developers Limited
Client
Mahindra Lifespace Developers Limited
Summary
We orchestrated a distinctive and memorable launch for the first-of-its-kind home-buying Metaverse experience at our project in Pimpri-Chinchwad, Pune - Mahindra Citadel - via an on-ground activation in the form of a never-before-seen drone show. 600+ drones were programmed to put up a 15-minute show that showcased the project’s USPs, leading to the big reveal of a scannable QR code in the Pune skies, following a countdown. The onlookers can scan the code to be transported to a 2D Metaverse experience in real time.
The customers received an immersive home-buying experience through an array of technologies used by the brand, the likes of VR headsets, Epic Games' Unreal Engine 5, a concierge AI chatbot, 4 custom avatars, drones and photogrammetry, and AWS game-tech. The clever use of this technology to showcase the brand message helped reach thousands of customers and give them exactly what they want — an immersive project experience without needing to visit the project’s customer experience centre.
The Metaverse experience of the project was available in two formats: in 3D, via the Oculus at the customer experience centre and in 2D, on any smart device accessible from anywhere on the globe. This experience and launch also helped us achieve our business goal of showcasing the project to customers beyond Pune city, and even internationally, outside India.
Entry video
Entry credits
- Prabhanshu Uchhana, , Mahindra Lifespace Developers Limited
- Nikhil Davda, , Mahindra Lifespace Developers Limited
- Pratiksha Chaurasia, , Mahindra Lifespace Developers Limited
- Shivani Vare, , Mahindra Lifespace Developers Limited
- Priyanka Singh, , Mahindra Lifespace Developers Limited
show more
show less
Company
Foundation Australia
Client
Sanofi Consumer Healthcare Australia
Summary
Our real-time renewable energy ad engine is a game-changer in the world of streaming ad activation. By fusing real time data on renewable electricity in each Australian state, we are able to dynamically turn on campaigns during periods when the power from the sun, wind, and hydro electricity are at their peak, and off when they aren’t. This not only allows us to align our campaigns with periods of higher renewable electricity, but also helps us reduce our carbon footprint and support the transition to clean energy.
And it works… This innovative technology substantially increases the proportion of renewables used to deliver streaming ads and in turn fewer carbon emissions. Our pilot campaign has resulted in a 79% increase in renewable energy used to deliver campaigns – an extremely impressive result when streaming ads emit 2.1 more times more carbon emissions than display ads*.
This successful pilot campaign opens the door to a progressive rollout on more clients who share our passion for sustainability for maximum impact - both at our agency Foundation and our parent company Omnicom Media Group.
Source:
*Scope 3 - The State of Sustainable Advertising: Q2 2023
Entry credits
- Ashley Wong, , Foundation
- Laura Adams, , Foundation
- Ashleigh Lockton, , Foundation
- Tracey Peters, , Sanofi Consumer Healthcare Australia
- Sarah Pothecary, , Sanofi Consumer Healthcare Australia
- Stefanie Wong, , Adylic
show more
show less
Company
Core Media Pakistan
Client
Unilever Pakistan Limited
Summary
Lux Jasmine with Vit C + Glycerine is a high-end skincare product in Pakistan, with a strong brand equity of 82% and a 23% market share. The objective is to establish a market for LUX as a superior product brings out natural glow that lights up the room as the moon lights up the dark, night sky, reinforcing the tagline "Chaand Sa Roshan Chehra". The strategy involved Beethoven's "Moonlight Sonata", showcasing the beautiful, mysterious moonlight of the night as the glow from within. A 3D projection mapping was executed for the first time in Pakistan, showcasing live impact of the moon landing on the ground as the teaser and then revealing the product as the a droplet of ingredients falls on a billboard opening up to the soap in all its glory. The campaign was a 360-degree virality, involving conventional OOH and creative execution, DOOH, and massive influence on social media and TV. Core Media Pakistan is the only OOH Company to execute such a campaign in Pakistan.
Entry video
Entry credits
- Riaz Jilani, , Core Media Pakistan
- Tabish Ali, , Core Media Pakistan
- Khadija Aamer, , Core Media Pakistan
- Syed Akthar Naqvi, , Core Media Pakistan
- Awais Mirza, , Core Media Pakistan
- Soban Khan, , Core Media Pakistan
show more
show less
Company
Netcore cloud
Client
Tealive
Summary
Tealive, a prominent lifestyle tea brand originating from Malaysia, has steadily grown since its inception in 2017 under the visionary leadership of Bryan Loo. With over 800 outlets worldwide, Tealive serves freshly-brewed beverages while also offering popular DIY bubble tea kits for delivery.
Tealive embarked on a strategic initiative to achieve two primary objectives:
Increase the number of purchases for take-away and delivery orders.
Enhance engagement with customers through various channels, notably their app.
To accomplish these objectives, Tealive implemented the following strategies:
Journeys for Daily Active Users: Tealive set up user journeys aimed at improving the number of daily active users on their app, facilitating regular engagement and interaction.
In-App Messages and APNs: Utilizing Interactive in-app messages and app push notifications (APNs), Tealive showcased attractive and time-bound offers to entice users, thereby driving increased engagement and conversions.
The implementation of these strategies yielded remarkable results:
17% Uplift in Daily Active Users
400% Uplift in Revenue with Interactive APNs
By fostering increased interaction on their app and enticing customers with compelling offers, Tealive has not only expanded its customer base but also solidified its position as a leading lifestyle tea brand committed to delivering exceptional experiences.
Entry video
Entry credits
- Yau Chuan, , Tealive
- Gerald Young, , Tealive
- Stella Soon, , Tealive
- Meet Moonver, , Netcore Cloud
show more
show less
Company
The Ascott Limited
Summary
As a forward-looking hospitality company, The Ascott Limited (Ascott) embarked on a mission to uncover cutting-edge solutions that could drive efficiency, optimise returns, generate cost savings, and streamline laborious tasks in travel marketing.
Recognising that ad campaigns traditionally entail significant time and resources, often involving weeks or even months of work by a dedicated team of designers and copywriters, we saw a need for a more agile solution that could allow better optimisation of our resources. To address this challenge, we turned to the transformative power of artificial intelligence (AI), complemented with human strategic thinking.
An AI-empowered Creative Campaign to Inspire Wanderlust
We deployed AI programmes – ChatGPT, Cohesive and Midjourney – to develop captivating and persuasive creatives with minimal human intervention. The efficiency of Midjourney was truly remarkable, generating over 500 visuals in just 30 minutes, surpassing the capabilities of human counterparts. These ad visuals were then curated by the marketing team and strategically placed, harnessing Meta’s and Google’s AI-powered platforms for precision targeting and ad optimisation.
As compared to the previous year’s mid-year campaign without AI involvement, this campaign delivered compelling results – revenue grew 90% year-on-year, 775% increase in engagement, 95% cost-savings and about 63% reduction of time spent (about 170 manhours saved). The results well exceeded our identified goals and metrics, such as cost-effectiveness, efficiency, and conversion maximisation, proving that AI is a formidable tool for humans in creative marketing.
Entry credits
- Angela Lau, , The Ascott Limited
- Huixian Zhang, , The Ascott Limited
- Yizhen Ho, , The Ascott Limited
show more
show less
6
Travel and Tourism
Why you could win
Your team delivered outstanding marketing campaign(s) in the travel and tourism sector during the period between April 2023 and April 2024. Judges will assess your campaign's innovation, clear strategy, and outstanding results in achieving your marketing goals.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of campaign outputs.
Company
Klook
Summary
Singapore, a classic travel destination, faced a fresh challenge: captivating the imagination of Gen Z, a generation known for seeking off-the-beaten-path adventures. Klook's annual travel trends survey revealed Singapore languished on the wish lists of less than 20% of young travelers, who favoured destinations like South Korea and Japan.
We knew authenticity was key. Travelers today rely on social media for trip inspiration, but staged influencer photos were falling flat. Genuine UGC experiences, not glossy filters, were fueling travel decisions. So, we ditched mega-influencers and turned to the ultimate authentic crew: grandparents with zero social media experience.
We got five "kreators" (from Klook's micro-influencer community) to whisk their tech-challenged grandparents on a whirlwind Singapore bucket list adventure.
Grandkids pushed the limits, introducing elders to zip lines and bars, while grandparents showcased new sides of themselves to their younger counterparts. Their journey was captured 100% unscripted, resulting in a few hundred LOLs, even more heartwarming moments, and zero Instagram filters.
The result? Viral magic. Our content sparked 7x higher engagement than the industry average. Ads featuring these seasoned travelers doubled our average watch time and slashed cost-per-click costs by a third. The campaign even drove a +10% uplift in searches for Singapore activities on our app and a +34% increase in campaign sales, while supercharging ROI by 10x compared to previous influencer campaigns. This success story demonstrates that in today's world of content marketing, authenticity is the ultimate filter.
Entry video
Entry credits
- Marcus Yong, , Klook
- Rhea Mann, , Klook
- Aretha Ng, , Klook
- Harriet Allbrook, , The Smalls
- Rachael Wheeler, , The Smalls
show more
show less
Company
160over90
Client
Marriott International
Summary
160over90 was engaged to move JW Marriott from a position of ‘like to love’ for its target audience of next generation travellers. We aimed to re-establish its leadership in the luxury category through a lens of holistic wellness.
To do this, we developed the global brand platform and tagline, ‘Stay in the Moment’ - taking inspiration from J. Willard Marriott's philosophy that family and self-fulfilment are paramount, no matter how busy you are.
To launch the platform and make it culturally relevant, we started in Asia Pacific with a ‘drama-free Korean drama’, brought to life as a film and featuring international megastar Lee Min-Ho. The campaign illustrates how the spaces of JW Marriott bring people together and help people find themselves. We tell the story of the divided Lee family and their prodigal son who brings peace to his family with a transformative stay at a JW Marriott.
Our campaign reminds audiences that when you step into a JW Marriott, all the drama fades away, allowing you to find peace and truly, Stay in the Moment.
The campaign ran across large OOH, social and digital media buys in Greater China, Japan, India, Korea with a toolkit including localized assets and on-property extension to all other APAC markets.
Entry video
Entry credits
- Suzanne Kim, , Self-Employed
- Anderson Bradshaw, , 160over90
- Patrick Dolente, , 160over90
- Steve Codella, , Keeper
- Mila Golubov, , 160over90
- Theresa Monahan, , 160over90
- Jessica Coronel, , 160over90
- Phil Kang, , Nine-Tailed Fox
- Gavin Hadley, , 160over90
- Domina Ball, , 160over90
- Patricia Cheung, , Marriott
- Nishant Udeshi, , Marriott
show more
show less
Company
DBS Bank
Client
Singapore Tourism Board
Summary
DBS Bank and Singapore Tourism Board (STB) joined hands to meet the challenge of reeling in the browsing traveller, by showcasing Singapore through her unique, sustainable food experiences. After all, a meal is not brought together with just ingredients and skills, but involves passion built from necessity and ingenuity, steeped in the country’s culture.
Understanding the appetite for food content across social media and streaming platforms, we designed a delicious YouTube series featuring popular Singapore food influencer Lennard Yeong (@lennardy).
Viewers got to peek into quintessentially Singaporean corners of the island – from kelongs (fish farms on offshore platforms) that hearken back to the country’s fishing past, to sky-high urban gardens that maximise the tiny island’s space. India, Indonesia and Hong Kong travel influencers also joined Lennard on his adventures, allowing their followers an insider glimpse of Singapore.
The campaign ran across Singapore, Hong Kong, Indonesia, and India, with each market offering their own landing page to funnel customers to the DBS deals and promotions.
To date, we’ve seen how the campaign has influenced travel to Singapore through transaction volumes, with >20% in spends during the campaign run vs YoY baselines, in the relevant merchant categories.
While the campaign is still ongoing in some markets, the results have already exceeded expectations.
The video series has achieved more that 73 million views regionally, and the DBS YouTube account has seen a 150% increase in subscribers – a clear indication that viewers appreciated our brand of sustainability content and are eager to see more.
Entry video
Entry credits
- - -, , DBS Bank
- - -, , Singapore Tourism Board
- - -, , Tribal Worldwide
- - -, , Serious Media
show more
show less
Company
Trip.com Group
Client
Trip.com Group
Summary
In 2023, after three years, China reopened to the world. As part of a campaign with China’s Ministry of Culture and Tourism to welcome back visitors, the Trip.com Group launched a comprehensive series of initiatives including video marketing, global events, and digital development.
The defining feature of Trip.com’s strategy was our extensive and comprehensive reach, from the start to the end of the traveler journey, and comprising both trade and consumer initiatives. We targeted potential visitors around the world through an influencer campaign that could take advantage of the unparalleled global reach of Trip.com’s family of travel brands, attracting more than 100 million views. We organized events in both Asia and Europe for the public and the travel industry, including the Nihao China conference in Paris, which brought together around 500 distinguished guests to kick-start the 2024 China-France Year of Culture and Tourism. Not just a promotional campaign, our China inbound activities also included practical digital solutions and offline services to enhance the visitor experience to China by equipping both visitors and China’s receptive tourism industry with the resources needed to make sure the first post-pandemic trips are smooth and enjoyable ones, and to facilitate the long-term and continuous improvement of China’s inbound tourism capabilities.
Entry credits
- Elena Yan, , Trip.com Group
- Agnes Sun, , Trip.com Group
show more
show less
Company
Dentsu, iProspect
Client
Accor Hotels
Summary
With the travel and hospitality sector going through a renewed vitality post-pandemic, it was time to re-ignite Singapore as the go-to travel destination.
Our primary objective was clear: To raise overall brand awareness for Accor post-pandemic, reinstating its market prominence while simultaneously driving visitor ship to Singapore through room bookings across Accor properties. Recognizing the competitive landscape, we understood that simply offering monetary incentives and adopting a one-sized fits all marketing approach would not suffice. We needed an innovative strategy focused on delivering distinctive proposition, motivating travelers, both long-haul and short-haul to book with Accor.
Collaborating with Dentsu Creative for the ideation process, we recognized that to amplify the true essence of Singapore and attract visitors to book is through highlighting Singapore’s multifaceted food culture, giving birth to ‘100 Bites Campaign’. This campaign features a series of sustainable dining & cultural immersion experiences that would feature different 100-bite menus inspired by Singapore’s multicultural hawker fare.
With this innovative concept in mind, we recognized adopting a multi-phased and audience-first methodology was critical across our varying audience clusters. Moreover, we have leveraged on the burgeoning trends of metaverse, livestreaming, and augmented reality to further amplify our efforts in raising awareness.
The campaign was an overall success, smashing planned impression targets by +1450%, generating 172% higher room bookings at a staggering 63% improved CPA vs pre-pandemic 2019 era. ROAS was up by more than 26x, reaching an unprecedented ROAS of 178 vs pre-pandemic, marking the highest ROAS Accor has achieved to date.
Entry image
Accor 100 Bites Campaign 2024 Cover Image.pdf
Entry credits
- Zahidah Zain, , Dentsu
- Michelle Tan, , Dentsu
- Ber Han Ong, , Dentsu
- Sarah Guichard, , Dentsu
- Stephanie Marie Simmons, , Dentsu
- Tinder Chandiramani, , Dentsu
- Sanket Sasane, , Dentsu
- Izaac Chan, , Dentsu
show more
show less
Company
Enormous Brands
Client
MakeMyTrip India Pvt Ltd
Summary
If you think Homestays, you think of Airbnb. A global presence & the heft of a $100billion-valuation was hard to beat for a miniscule-player like MakeMyTrip, who had moved from being a travel-aggregator to introducing Homestays. Capitalizing on the much-awaited World Cup, MakeMyTrip dug deep into the ethos of sports and found a niche- the traveling-band of superfans, sports-fanatics enough to book hospital-beds in the crunch for hotel-rooms. Bringing fans world over together to test their Homestays, MMT flipped the script on travel category marketing, by turning the spotlight on those who make the game what it is – the fans
Entry video
Entry credits
- Abhishek Bhasin, , MakeMyTrip India Pvt Ltd
- Palash Arora, , MakeMyTrip India Pvt Ltd
- Ankit Pathak, , Enormous Brands
- Daksh Haria, , Enormous Brands
- Swapnil Vinerkar, , Enormous Brands
- Neha Singh, , Enormous Brands
- Rahul Parbate, , Enormous Brands
show more
show less
6
Finance
Why you could win
Your team delivered outstanding marketing campaign(s) in the financial world through innovative and clear strategies during the period between April 2023 and April 2024. Judges will focus on the remarkable results achieved in the finance category.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of campaign outputs.
Company
Pluang
Client
Pluang
Summary
Situation
Our Q223 BHT showed that ‘trust’ is the 1st RTU for investors who choose Pluang as their BUMO, and despite lower marketing spend, Pluang ranked 2nd in awareness. However in terms of marketing funnel, the conversion rate from consideration to usage is lower than majority of competitors. It is fair to say - despite being aware of and considering to use Pluang, non-users still have lack of trust towards the brand; which holds back conversion.
Apart from that, post-crypto winter, our existing users started to hold back their investing activities due to bearish market.
Brief
Investment is not merely a game of incentivization, especially for high value users. Our task is to invite new users to start using Pluang by strengthening brand credibility and trust, and encourage existing users to continue their investing commitment despite the market condition.
Objective
Create a brand campaign to increase brand credibility and trust.
Entry video
Entry credits
- Yosua Tanuwiria, , Pluang
- Meryl Emma, , Pluang
- Axel Widjaja, , Pluang
show more
show less
Company
The Smalls
Client
BlackRock
Summary
If you’re going to create financial content for an audience who admit to knowing very little about financial content (and are already being pelted with content that they do know a few things about), you’ve got to be bold and make it count: We doubled Blackrock’s KPIs and creating a 41% increase in conversions. By combining customer data, Search data and social guidelines for best in class content, we got ourselves into the headspace of millennials who were positioned to invest in an ETF, but had no idea where to start. They weren’t even totally sure an ETF was for them - so, BAM, every piece of content opened on a BOLD mirror of our audience’s everyday lives. 12 everyday people, doing 12 everyday activities (with a focus on progression) - but with a colourful twist. Blackrock had unveiled a rebrand, with an extremely bright palette that we couldn’t resist intertwining into the core of the creative - building bespoke, stylised, single-colour sets to give scrollers an enticing POP in their feeds. Going against the grain of existing ETF content, we cut each video to 30 seconds - focusing on one core learning per slot. The simple question/answer format laddered up to reassure audiences that ETFs don’t require lots of cash, time or expert knowledge - they are designed for them. A practical twist with the creative approach empowered local Blackrock teams to use the non geographical colourful settings as templates, and insert speakers according to language and key queries.
Entry video
Entry credits
- Rachael Wheeler, , The Smalls
- Farhan Zulkifli, , The Smalls
- Peter Carlier, , The Smalls
- Ion Furjanic, , WE ARE KIX
- Jean Ai Khong, , WE ARE KIX
- Amir Nazmi, , WE ARE KIX
- Matthew Chow, , WE ARE KIX
- Edward Mok, , WE ARE KIX
- Nurul Daud Heng, , WE ARE KIX
- Kevin Low, , WE ARE KIX
- Yoki Ng, , WE ARE KIX
- Johanan Wong, , WE ARE KIX
- Tham Kar Kit, , WE ARE KIX
- The Taddies, , WE ARE KIX
- Jean Ai Khong, , WE ARE KIX
- Ion Furjanic, , WE ARE KIX
- Calvin Too, , WE ARE KIX
- Amir Nazmi, , WE ARE KIX
- Chloe Tavel, , WE ARE KIX
show more
show less
Company
DBS Bank
Client
DBS Bank
Summary
2023 – highest inflation since 1996 and yet people were still outspending each other on Taylor Swift concert tickets?! It is no wonder survey results showed that 55.2% of Singaporeans, especially the youth felt like they were financially illiterate.
This was not ideal for DBS, Singapore's largest bank, a brand that encourages people to ‘Live More, Bank Less’. The focus of the bank was to ensure that banking-at-large wouldn’t stand in the way of people living their best lives. As such, the bank took it as its responsibility to educate youths and help them become financially savvy.
To support their financial journeys, DBS launched TableTok, a TikTok-first content series, where objects on an intern’s workspace come to life after she leaves her desk, to discuss the latest financial queries they heard that day and to share wisdom.
The series tackled real financial anxieties often on the lips of youths, from "How much should I save?" to "What do I need to retire?" and even technical questions like "What type of bonds should I buy?" These anxieties were brought to life by the objects on an intern’s desk with hilarious banter, relatable scenarios and actionable tips presented in an AI-filter format, all while being voiced by TikTok-famous influencers.
Retire when? Invest how? The TableTok series answered all the burning (finance) questions, racking up over 10.5 million views and 9000 engagements across 18-episodes, proving that financial literacy doesn’t have to be a dry textbook.
Entry video
Entry credits
- Krishna Kota, , DBS Bank
- Bernice Ng, , DBS Bank
- Cheryl Han, , DBS Bank
- Cassi Yang, , Hepmil Creators Network
- Isaac Tan, , Hepmil Creators Network
- Avril Chua, , Hepmil Creators Network
- Kylie Yeo, , Hepmil Creators Network
- Amanda Ang, , Hepmil Creators Network
- Kyrie Chie, , Hepmil Creators Network
- Joyce Ng, , Hepmil Creators Network
- Kedy Lim, , Hepmil Creators Network
- Rasuna Azrayl, , Hepmil Creators Network
- Ho Kai, , Hepmil Creators Network
show more
show less
Company
HSBC & Ratio Partners
Client
HSBC
Summary
Business banking is essential for SMEs, providing crucial services and backing their success. At HSBC, we understand the significance of banking and aimed to elevate the digital journey for SMEs seeking a banking partnership in 2023.
HSBC's Commercial Banking has set an ambitious target: to double our SME customer and become the preferred international SME bank. To support this ambition we saw a prime opportunity to utilize digital channels and marketing technology investments to achieve this goal.
We launched the business banking experience project to transform our approach, prioritising customer challenges and needs, with the aim to digitise on a large scale.
Entry video
Entry credits
- Michael Nam, , HSBC
show more
show less
Company
1) George P. Johnson 2) Design bridge and partners
Client
HSBC
Summary
The annual Singapore Fintech Festival (SFF) draws brands, innovators, and decision makers from across the world of finance. Exhibitors compete for the crowd’s attention, which is divided across over 700 booths and sponsors, and 300 hours of content spanning three days.
Few booths gave guests a clear and compelling reason to seek them out. Moments that genuinely demonstrate fintech in an interactive and engaging way were also few and far between.
In looking to boost HSBC’s presence at the 2023 Festival, we wanted to achieve two things: tap into the motivations of attendees and draw them in with something unmissable.
We identified that most people attended the Festival to either experience an exciting new fintech innovation or learn something valuable that can unlock new opportunities. We wanted the HSBC booth to be the ultimate destination to fulfil both these pursuits: “Where Opportunity Meets Innovation”.
Our space took shape as a confluence of HSBCs cutting-edge offerings: borderless banking, AI-powered initiatives, thought leadership, collaborations.
And at the centre of it all was HSBC NEXUS, a four-metre-tall generative art installation. An eye-catching and highly engaging demonstration of HSBC’s commitment to digital innovation.
It drew guests to our booth, where they interacted, answered questions on fintech and saw their responses morph into abstract animated artwork.
Across three days, our booth drew over 10,000 visits, with 1064 people interacting with HSBC Nexus and sharing over 400 social posts.
Entry video
Entry credits
- Sourik Sinha, , HSBC
- ChenYi Lim, , George P. Johnson
- Lydia Goh, , George P. Johnson
- Claire Low, , George P. Johnson
- Romain Lachevre, , Design Bridge & Partners
- Lorraine Kong, , Design Bridge and Partners
- Aaron Lim, , Design Bridge and Partners
- Nadiah Povel, , Design Bridge & Partners
- Jie Ni Liew, , Design Bridge & Partners
- Louisa Luk, , Design Bridge and Partners
show more
show less
Company
DBS Bank
Summary
As the need for sustainable financing solutions increases, DBS Bank wanted to showcase itself as the bank of choice for global corporates looking for financial solutions partners, especially in Asia.
We were the first Singapore bank to commit to being net zero by 2050 in 2021. We crystallised how this would be executed in a detailed roadmap “Our Path to Net Zero – supporting Asia’s transition to a low-carbon economy” involving nine industry sectors which we finance, representing one of the most comprehensive sets of decarbonisation targets among global banks. We published a new comprehensive science-based report detailing its framework for net zero targets for both the firm and its corporate partners. While the report was a standout success, more needed to be done to position DBS Bank as a thought leader in the sustainability space.
The FT was the publisher of choice for DBS Bank to deliver on this overwhelming need to communicate and amplify this message to a targeted audience.
Entry video
Entry credits
- Carlo Chong, , FT
- Hugh Allman, , FT
- Paul Hutt, , FT
- Kieran Dawson, , The Alpha Grid
show more
show less
6
Retail
Why you could win
Your team delivered outstanding marketing campaign(s) in the retail sector. Showcase how your strategies or campaigns delivered success during the period between April 2023 and April 2024. We're on the hunt for innovation, clear strategic thinking, and impeccable execution that led to remarkable results.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of campaign outputs.
Company
Red Baron India Pvt Ltd
Client
Intel
Summary
In the face of countless co-branded assets being produced daily by Intel's broad network of retail partners, Intel recognized an urgent need for a robust, global strategy to sustain brand consistency and recognition. To solve this issue, BASco (Brand Attribution Score), a retail innovation that evaluates and measures brand attribution at the retail front, provides a systematic approach to evaluating partner brand assets by generating a retail intelligence scorecard and setting a corrective plan in motion. This comprehensive strategy optimizes vital components of Intel's brand messaging. However, BASco's role is wider than assessment and optimization. It also serves as a bridge between internal and external stakeholders, fostering collaboration and seamlessly integrating into Intel's retail operations. The tangible impact of BASco is evident in the reduction in projected attribution loss by 23.5% and the loss per retailer by a staggering 88%. With BASco's deployment, Intel has saved, on average, 20% of its marketing spend. This saving translates to millions of dollars that could have been potentially lost to non-compliant brand guidelines. In addition to this, BASco provides real-time retail data analysis, facilitating quick assessments of retailer performance trends, asset creation behavior, and product performance within retail spaces. Its custom dashboard offers actionable insights for strategic decisions and enhances visibility into Intel's presence. As a comprehensive solution, BASco tackles Intel's brand attribution challenges and substantial financial savings and ensures improved brand consistency.
Entry video
Entry credits
- Debra Goss-Seeger, , Intel Corporation
- Vishal Vithalpura, , Intel Corporation
- Ian Frietas, , Intel Corporation
- Sandeep Saxena, , Red Baron India Pvt Ltd
- Tanuja Saha, , Red Baron India Pvt Ltd
- John Maringmei, , Red Baron India Pvt Ltd
- Karthikeyan C, , Red Baron India Pvt Ltd
- Amit Joseph, , Red Baron India Pvt Ltd
show more
show less
Company
Netcore Cloud
Client
BigBasket
Summary
The Netcore and BigBasket campaign aimed to boost reachability, engagement, and reactivation of dormant users through strategic email content. By leveraging smart segmentation, compelling content, AI-driven insights, and email innovations, the campaign achieved significant results.
Objectives:
Boost reachability and engagement through creative and innovative email communication.
Create a vibrant customer community to foster brand advocacy.
Reactivate users disengaged from email campaigns.
Solution Implemented:
Utilized smart segmentation to tailor content to user preferences.
Integrated the Raman AI engine for personalized recommendations.
Incorporated email innovations and maintained domain health.
Results Achieved:
Achieved an impressive 9% increase in user reachability.
Successfully reactivated 20% of dormant users.
Attained a remarkable 159% uplift in engagement using Send Time Optimization.
The campaign's success highlights the effectiveness of creative email communication in driving user interaction, fostering brand advocacy, and reactivating dormant users. By delivering compelling content and leveraging AI-driven insights, the campaign significantly enhanced engagement and user responsiveness to email campaigns, ultimately contributing to the growth and vibrancy of the customer community.
Entry video
Entry credits
- Akhil Kamalasan, , Netcore Cloud
- Shruti Parthasarathy, , Netcore Cloud
show more
show less
Company
Homeground United – an integrated collective comprising eg+, TBWA\Singapore, designory and OPRG
Client
FairPrice Group
Summary
Chinese New Year is a time for grand celebrations and get-togethers. However, as inflation gripped the nation, consumers found it difficult to celebrate the way they hoped to. As a brand committed to keeping everyday essentials affordable, FairPrice sought to make Chinese New Year celebrations accessible with a 360-integrated campaign that went beyond a typical supermarket.
Tapping into the age-old tale of the Zodiac Race, we weaved a narrative that highlighted FairPrice’s commitment to putting customers first. In the tale, the Dragon, despite being powerful, came in fifth because it stopped to help many other animals along the way. With the campaign, FairPrice positioned itself as the modern-day Dragon that helps everyone, especially those cutting back, to be able to afford and enjoy the biggest festive celebration.
The campaign attracted a huge amount of publicity, saw brand adoration soar and cemented FairPrice’s dominance with market share reaching unprecedented heights.
Entry credits
- Alison Ee, , NTUC Fairprice Co-operative Ltd
- Yenn Lim, , NTUC Fairprice Co-operative Ltd
- Jenny Tan, , NTUC Fairprice Co-operative Ltd
- Daphne Ng, , NTUC Fairprice Co-operative Ltd
- Brendan Ho, , NTUC Fairprice Co-operative Ltd
- Sabrina Low, , NTUC Fairprice Co-operative Ltd
- Pei Yi Peh, , NTUC Fairprice Co-operative Ltd
- Brendon Lim, , NTUC Fairprice Co-operative Ltd
- Xin Xian Wong, , NTUC Fairprice Co-operative Ltd
- Garry Moss, , NTUC Fairprice Co-operative Ltd
- Ariel Yap, , NTUC Fairprice Co-operative Ltd
- Alissa Lim, , NTUC Fairprice Co-operative Ltd
show more
show less
Company
adm Group
Client
Mastercard
Summary
adm supported Mastercard’s Australian Open ‘Priceless’ campaign in Lagardère AWPL Travel Retail stores through our new digital media platform – Connected Retail. This unique-to-market comprehensive eco-system allows complete visibility of data-led insights for Point-of-Sale activations (POS), that can be tracked and edited in real-time. We created an omnichannel digital journey for Mastercard, to incentivize customers to tap their card over competitors, which resulted in increased engagement and sales.
In today’s landscape, omnichannel activations are key for driving shopper spend. Using the platform, adm created a personalized user flow that seamlessly connected offline and online for the Priceless campaign. It offered Australian Open campaign gift-with-purchase to customers, that would trigger them to increase spend.
What sets the Connected Retail solution apart for transforming marketing execution is the ability to optimize the customer experience through immediate updates and amendments to the campaign – based on real-time and quantifiable data tracking. Mastercard could monitor detailed insights - including clicks, time on individual cards, and location-specific data - to identify trends and adjust strategies accordingly, maximizing campaign effectiveness.
Impressive results underscored the impact and opportunity of Connected Retail, with Mastercard seeing over 470k impressions and 300k views in the first month, and an increased dwell time at activation touchpoints. This contributed to a significant uplift in sales.
Feedback from Mastercard described the solution as ‘a game changer in point-of-sale communications … capturing invaluable feedback at point of purchase and providing a solution to optimize messaging in near real time.’
Entry video
Entry credits
- Richard Murray, , adm Group
- Julie Nestor, , Mastercard
- Angela Terkes, , Mastercard
- Dan Popic, , Mastercard
- Josh Thompson, , LTR
- Alex Haddad, , adm Group
show more
show less
Company
OPPO Singapore
Client
OPPO Singapore
Summary
OPPO Singapore achieved global sales growth and market leadership by launching their high-end foldable phone flagships, Find N3 and Find N3 Flip. To overcome challenges such as low market share and affordable brand perception, OPPO implemented a comprehensive strategy.
The refined target audience included business professionals, tech influencers, photographers, and trend leaders. The proposition of "FOLDABLES REIMAGINED" highlighted OPPO's camera functions and aimed to shift consumer perception.
The execution strategy involved widening awareness through a global product launch and integrated communication strategies. For deeper engagement, OPPO established the OPPO POP-UP STUDIO, collaborated with lifestyle brands and KOLs, and organized tech summits and tours.
The results were impressive, with OPPO achieving the highest new product sales globally. Launch sales were five times higher than the previous series, and OPPO's premium market share surged from 0% to 18% in two months. They attracted 54% of buyers from Samsung and Apple, positioning themselves as a strong contender.
OPPO gained a higher share of voice despite a lower marketing budget. The campaign garnered significant media coverage and generated millions of views across platforms like Google, Facebook, Instagram, LinkedIn, and YouTube. Post-campaign surveys showed OPPO's brand equities centered around camera capabilities, technology, and professionalism.
Overall, OPPO Singapore's repositioning campaign achieved outstanding success, solidifying their market leadership and elevating their brand image in the premium sector.
Entry video
Entry credits
- Nicolas Shao, , OPPO Singapore
show more
show less
Company
GrabAds
Client
OPPO
Summary
This case study delves into the successful partnership between OPPO, a leading smartphone manufacturer, and Grab, a prominent digital platform in Malaysia, to launch the OPPO Reno11 Series 5G alongside the new ColorOS 14 operating system. The primary objectives of the collaboration were to introduce the Reno11 Series as a premium Android model, distinguish it from competitors in a saturated market, and tap into the lucrative segment of high-value consumers.
Facing the challenge of navigating a crowded Android phone market with over 600 launches annually, OPPO aimed to carve out a distinct niche for the Reno11 Series 5G while positioning it as a symbol of luxury and sophistication. Leveraging Grab's extensive reach and high-value user base, the strategy focused on three key pillars: being loud, actionable, and real. This involved utilizing Grab's offline fleet for visibility, retargeting potential customers through Grab's data, and integrating OPPO’S new OS into Grab's platform to showcase its capabilities.
Execution of the campaign involved wrapping 100 Grab cars in key business districts, employing Grab's retargeting capabilities, and utilizing Grab's first-party targeting data to reach high-value customer segments. The results were impressive, with Grab generating 20.9 million impressions, a 1.5% click-through rate (above the industry average), and OPPO achieving First Sale Target & loyalty retention with 45% sales conversion from existing OPPO users.
This collaboration exemplifies the power of strategic partnerships in achieving marketing objectives, demonstrating how combining resources and expertise can lead to impactful product launches and significant returns.
Entry credits
- Kaye Khor, , OPPO MY
- Michael Li, , OPPO APAC
- Haris Masood Qureshi, , Mindshare MY
- Zain Safwan, , GrabAds
- Farah Mazlan, , GrabAds
- Jian Hao Chan, , Grab
- Samba S, , GrabAds
show more
show less
1
Automotive
Why you could win
Your team delivered outstanding marketing campaign(s) in the Automotive category. Share how your strategies or campaigns set the automotive world on fire through innovation, clear strategic thinking, and tangible during the period between April 2023 and April 2024.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of campaign outputs.
Company
Nissan Motor Co., Ltd.
Client
Nissan
Summary
In 2023 Nissan celebrated its 90th anniversary – a long heritage of “daring to do what others don’t”. This major milestone represented an opportunity, not merely to storify Nissan’s rich history, but make history. To demonstrate how, through our ‘daring DNA’, Nissan delivers on and lives its purpose of “Driving innovation to enrich people’s lives”.
Nissan teams across the world were constantly involved in extraordinary initiatives driven by our daring spirit. Celebrating our 90th anniversary, we worked with our teams across the globe to tell 23 stories of daring moments from customers, drivers, fans, employees, media and influencers, around the world. The results were nothing short of history-making. We told stories such as the Pole to Pole challenge which saw the first EV in history drive from the North Pole to the South Pole; the e-Power 1000 kilometer challenge – a Qashqai e-Power driven an incredible 1,000kms on a single tank; Nissan’s 16 millionth engine in Mexico, where journalists participated in its assembly; and the 4x4 challenge in South America featuring female journalists driving across 4 countries in 4 days.
All 23 extraordinary stories from Daring 23 campaign were not merely car stories. They were daring human stories with content so deep and rich that generated 10+ million online impressions and 4 million engagements, over 40% average engagement rate, with 62% of commentary brimming with positivity. The campaign was a testament to the power of collaboration across regions and markets: Our daring spirit transformed into one monumental accomplishment.
Entry video
Entry credits
- Cedric Ratinaud, , Nissan Motor Co., Ltd.
- Brandon Kelley, , Nissan Motor Co., Ltd.
- Ryan Christopher Dayrit, , Nissan Motor Co., Ltd.
- Therese Anne Sarmiento, , Nissan Motor Co., Ltd.
show more
show less
7
Entertainment
Why you could win
Your team delivered outstanding marketing campaign(s) in the Entertainment category, we're celebrating strategies or campaigns that brought the showbiz world to life during the period between April 2023 and April 2024.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of campaign outputs.
Company
Amazon miniTV India and SoCheers, India
Client
Amazon miniTV India
Summary
Forget Celebrities, Say Hello to #KaranBadtameezHai!
Amazon miniTV launched "Badtameez Dil" with a data-driven twist. We discovered a goldmine - the name "Karan," super common among millennial viewers, our target audience.
#KaranBadtameezHai (Karan is Naughty!) - a playful hashtag that resonated because everyone knows a mischievous "Karan." This ordinary detail became a viral phenomenon.
We targeted Instagram, a trend hotspot, and encouraged user-generated content, turning viewers into active participants.
The Results? Viral Magic:
35 Million+ Social Media Reach in a week!
10 Million+ Trailer Views fueled by campaign-driven curiosity.
National Conversation Starter: "Badtameez Dil" went beyond entertainment.
Why It's Innovative:
Data-Driven Marketing: Unexpected strategies born from audience insights.
Community Power: User-generated content builds engagement.
Unleashing the Unexpected: Data revealed a hidden opportunity - the common name "Karan."
#KaranBadtameezHai - Redefining Entertainment Marketing.
Entry video
Entry credits
- Aruna Daryanani, , Amazon miniTV India
- Suvarna Athavale, , Amazon miniTV India
- Ashray Sachdeva, , Amazon miniTV India
- Nehal Garg, , Amazon miniTV India
- Namita Vora, , Amazon miniTV India
- Mehul Gupta, , SoCheers
- Rajni Daswani, , SoCheers
- Tanvi Bosmia, , SoCheers
- Aakash Goplani, , SoCheers
- Parthvi Kadam , , SoCheers
- Hetvi Zaveri , , SoCheers
- Shivani Kamdar , , SoCheers
- Priyal Tawade , , SoCheers
- Celeste Chintankar , , SoCheers
- Divyansh Gala , , SoCheers
- Bridget Fernandes, , SoCheers
- Arun Panwar, , SoCheers
- Kartiki Thombre, , SoCheers
- Bhavika Lamba, , SoCheers
- Roshan Rewale, , SoCheers
- Akshay Gupta, , SoCheers
- Nikhil Somani, , SoCheers
- Kanchi Parekh, , SoCheers
- Gunjan Goswami, , SoCheers
- Bhagyashree Hiraskar , , SoCheers
- Jitendra Hirawat , , SoCheers
- Arushi Borkar , , SoCheers
- Dhruv Rai, , SoCheers
show more
show less
Arena Breakout x Grab: unconventional partnership that erases the line between in-game and real-life
Company
GrabAds
Client
Tencent Games, Morefun Studios Games
Summary
In December 2023, Tencent Game launched a pioneering marketing campaign Arena Breakout, in collaboration with Grab, a leading SuperApp. Faced with the challenges of low player engagement and market saturation in the first-person shooter genre, Tencent Games aimed to invigorate the gaming community by bridging the gap between gaming and real-life engagement.
Recognizing users' affinity for real-life rewards, Tencent Games partnered with Grab to seamlessly integrate in-game experiences with everyday activities. Leveraging Grab's extensive digital native user base, the collaboration aimed to create an augmented world within Arena Breakout, offering tangible rewards linked to Grab's services.
The campaign's execution was meticulously planned, blurring the boundaries between in-game and real life experiences. Leveraging GrabAds and native image ad formats, Arena Breakout achieved widespread visibility across Grab's high-quality user base. The Arena Breakout Challenge on Grab incentivized users to complete daily tasks, driving engagement and participation.
The results were remarkable. Arena Breakout achieved mutual app downloads with Grab, signaling a significant uptake in user acquisition. Social media engagement surged, with a TikTok hashtag amassing 274 million views. The Grab Challenge witnessed impressive participation, with a 100% completion rate and a notable increase in average order value among challenge participants.
This campaign exemplifies innovation by seamlessly integrating gaming and real-life experiences, yielding exceptional outcomes for both media owners and game publishers. With its transformative approach and outstanding results, Tencent Games' Arena Breakout campaign sets a new standard for marketing excellence, deserving recognition and acclaim in the industry.
Entry credits
- Pasiri Tunshevavong, , Grab
- Poomisit Greegron, , GrabAds
- Vicky Xu, , GrabAds
- Jiao Li, , Blue Media
- Abby Ling, , Blue Media
- Quan Zhang, , Blue Media
show more
show less
Company
BINGE
Summary
In the dynamic world of Australian streaming video on demand (SVOD), BINGE found itself vying for attention amidst the shuffle of household subscriptions. While consumers tend to have one or two always-on go-tos, the rest are fair game, constantly shuffled based on which has the hottest available content at the time. While BINGE was a go-to amongst its loyal fanbase, it had to shift perceptions and secure it’s spot as a must have SVOD service for more Aussies.
Recognizing entertainment's role as social currency, we established the brand platform “I SAW IT ON BINGE” and tapped into the significance of being "in" the cultural conversation. With BINGE boasting an arsenal of most talked about shows, our strategy was clear: position BINGE as the ultimate gateway to social currency, ensuring it became indispensable in everyday conversations.
Enter "You’ve Either Got It, Or You Don’t" – a campaign amplifying the repercussions of not having BINGE. Featuring our not-so-hero Mike, we depicted humorous social scenarios showcasing the pitfalls of being left out of the loop without BINGE. Both Mike and BINGE's most iconic and buzz-worthy shows penetrated mass channels and made appearances during real world moments of ‘water cooler chat’ making sure BINGE was always part of the conversation.
Results demonstrate improved brand attribution, cumulating with each phase of the campaign and soaring 9% points above our benchmark. The campaign preceded our highest brand familiarity result ever and we also achieved our highest monthly META brand lift result.
Entry credits
- Fiona King, , BINGE
- Abbey Ferris, , BINGE
- Alicia Milan, , BINGE
- Bronte Rodgers, , BINGE
- Jess Dobson, , BINGE
- Alen Delic, , BINGE
- Phillippa Netolicky, , Thinkerbell
- Adam Ferrier , , Thinkerbell
- Taylor York, , Thinkerbell
- Tom Wenborn, , Thinkerbell
- Alice Tschuchnigg, , Thinkerbell
- Sesh Moodley , , Thinkerbell
- Zander Williment , , Thinkerbell
- Simon Dall, , Thinkerbell
- Annabelle Massera , , Thinkerbell
- Afonso Martins , , Thinkerbell
- Jessica Campbell , , Thinkerbell
- Josh Manning , , Thinkerbell
- , , Fox Creative
- Tim Micallef, , Foxtel Group
- Lachlan Murphy, , BINGE
show more
show less
Company
Amazon miniTV India and SoCheers India
Client
Amazon
Summary
Imagine launching a high-octane action-thriller series on a platform synonymous with rom-coms. That was the conundrum with Amazon miniTV's "Hunter." The free streaming landscape was already crowded, and Amazon miniTV, a FREE content streaming app, needed to carve a niche beyond the platform's established genre.
Our challenge: stand out amidst the free content clutter and redefine genre expectations with a disruptive social media campaign for "Hunter."
Hunter isn't just about impressive numbers. It's a blueprint for entertainment marketing because it redefined how to promote action-thrillers, combining storytelling, nostalgia, interactive elements, and strategic partnerships.
We bypassed using traditional social media channels and targeted the unexpected – Torrent and Telegram, platforms synonymous with pirated content. Users searching for the latest popular shows & movies were met with a surprise: an interactive video featuring 90s popular Bollywood action hero Suniel Shetty. With a clever play on his iconic dialogue from his latest show on miniTV, Shetty informed viewers he had "broken the free content link" & urged them to instead discover high-quality, free content on Amazon miniTV.
The campaign extended beyond the video. Hoardings featuring Shetty's character portraying him as the ‘breaker of illegal things’ were strategically placed throughout cities, further amplifying the intrigue. Meticulously seeded content online added another layer to this multi-sensory experience.
This unconventional strategy yielded phenomenal results. The campaign garnered a staggering 671K+ engagements in a short span of 2 weeks, 9.4M+ views, and 20K clicks on Torrent and Telegram, demonstrating its ability to not only capture attention but also drive user action.
Entry video
Entry credits
- Aruna Daryanani , , Amazon miniTV India
- Suvarna Athavale , , Amazon miniTV India
- Alisha Khanna, , Amazon miniTV India
- Naiel Shenoy, , Amazon miniTV India
- Nehal Garg, , Amazon miniTV India
- Namita Vora, , Amazon miniTV India
- Ashray Sachdeva, , Amazon miniTV India
- Mehul Gupta, , SoCheers
- Rajni Daswani, , SoCheers
- Tanvi Bosmia, , SoCheers
- Veena Lobo, , SoCheers
- Harsh Garg, , SoCheers
- Rochelle Tixeira, , SoCheers
- Sahil Narwani, , SoCheers
- Shivani Kamdar, , SoCheers
- Renato Lobo, , SoCheers
- Mahek Joshi, , SoCheers
- Lenin Dornal, , SoCheers
- Kunal Khandelwal, , SoCheers
- Smit Barot , , SoCheers
- Sushant Kamble, , SoCheers
- Bhavika Lamba , , SoCheers
- Akhilesh Gowda , , SoCheers
- Akshay Gupta , , SoCheers
- Mihir Nair , , SoCheers
- Akshar Mistry , , SoCheers
- Gunjan Goswami , , SoCheers
- Jitendra Hirawat , , SoCheers
- Dhruv Rai, , SoCheers
- Saurabh More , , SoCheers
- Shehzad Shaikh , , SoCheers
- Juhi Ghodgaonkar, , SoCheers
show more
show less
Company
Quantcast
Summary
Global Creatures is an Australian enterprise headquartered in Sydney with offices in New York and London. The company specialises in producing new theatrical works, bringing stories to life by combining innovative stagecraft and spectacular theatricality.
Moulin Rouge! The Musical was the first Global Creatures’ production to debut outside of Australia, having its world premiere in Boston in 2018 and becoming an instant hit thereafter globally, winning 10 Tony Awards® including Best Musical, and performing to multiple sell-out crowds since.
Like many musicals and theatre companies in Australia, Global Creatures was severely impacted severely during the COVID-19 pandemic, when government mandated lockdowns and community safety measures took effect locally. This significantly diminished ticket sales and subsequently in-person attendance, which also reduced revenue from other avenues, such as merchandise purchases.
With an established following, the goal of this campaign wasn’t just to reach existing fans of the musical, but also to new audiences who had never seen the musical before. The objectives were therefore to reach as many of these audiences, drive conversion (ticket sales) and hence revenue, and to do so as efficiently as possible.
With these in mind, Global Creatures worked with their appointed media agency ACMN, and adtech partner Quantcast, to devise a media strategy that would ultimately:
- Drive conversions (ticket sales, or revenue) and
- Improve cost-per-acquisition (CPA) and return-on-ad-spend (to achieve advertising efficiency and help Global Creatures maximum bang for every advertising buck)
Entry credits
- Nicholas Penny, , Quantcast
- Lee Davis, , ACMN
- Crystie Short, , ACMN
- Sarah Bono, , ACMN
show more
show less
Company
Dialogue Communications
Client
Temata Studios
Summary
The Indonesian drama comedy movie Gampang Cuan (2023) (“Easy Money” in English) tells the story of two siblings, Sultan and Bilqis, who try to save their family from debt. Beating any obstacles, they tried to find easy ways to make money. The marketing campaign aimed to attract and resonate the voice of its potential audience, the Sandwich Generation, a group of people who provide for their own/family while also their parents.
Before its release, the movie was already blown up on the internet by the cast’s publicity stunt, earned media publications, and promising trailer. There was exclusive footage on Instagram, witty commentaries on Twitter, and spoiler marketing on TikTok.
This success was driven by four key strategies: consistently deploying the key message, making the characters and chemistry believable, tailoring everything to the audience, and sharing movie breadcrumbs. Those strategies successfully brought people to cinemas.
As a result, the movie attracted 772.374 audiences, gained over 150 million digital impressions, and generated USD 1.7 M in revenue from ticket sales.
Entry video
Entry credits
- Tesadesrada Ryza, , Temata Studios
- Rahabi Mandra, , Temata Studios
- Sekarini Seruni, , Dialogue Communications
- Triyo Saputra, , Dialogue Communications
- Vanya Viranda, , Dialogue Communications
- Indika Sumardi, , Dialogue Communications
show more
show less
Company
Gameloft for brands
Client
Warner Brothers
Summary
For the launch of the Wonka movie, Warner Brothers aimed to increase brand engagement for the Wonka movie in the Australian market through an enchanting and innovative solution. Recognizing the growing popularity of mobile games and their positive moments, the Wonka brand was seamlessly integrated into a visually appealing rewarded mini-game ad, distributed through COMBO! Pop, the gaming media network from Gameloft for brands, dedicated to casual and female gamers. This campaign targeted millennial parents who play with their children, representing 77% of our audience and transforming the traditional parent-child dynamic in gaming from that of a teacher to a partner (Source: ESA Essentials about video games, 2023). This engaging mini-game ad appeared to this audience at key moments of gameplay, where the Wonka brand acted as a companion to the players' experience, supporting them when they encountered challenges or rewarding them for their successes.
The results obtained were exceptional, demonstrating the effectiveness of the rewarded mini-game in capturing users' attention and fostering interaction with Wonka, surpassing established benchmarks. Among the main achievements of the project were increased brand engagement (82.27% ER), improved user experience, and increased CTR (0,64%).
This project exemplifies the power of games as a media to enhance brand experiences and reach diverse audiences, exceeding expectations and demonstrating the significant impact of integrating brands into the gaming environment. Particularly through positive gaming moments and rewarded interactions with the brand, it facilitated a deeper connection with the brand, generating greater awareness and affinity among the target audience.
Entry video
Entry credits
- Harry McIntosh , , Essence Mediacom
- Jelynne Go, , Essence Mediacom
- Genevieve Canh , , Universal Pictures
- Adam De Roma, , Scroll Media
- Mathieu Secret, , Gameloft for brands
show more
show less
0
CPG/FMCG
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't give feedback on specific pieces of entered work but if you would like to know more about the judging process to help explain this, please contact us.
5
Government or Public Sector
Why you could win
Your team delivered outstanding marketing campaign(s) that made a difference in the public sector during the period between April 2023 and April 2024. Share your journey of positive impact, and let us see how your clear strategies, innovation, and exceptional execution achieved remarkable results.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of campaign outputs.
Company
BBC StoryWorks APAC
Client
Malaysia Tourism Promotion Board (MTPB)
Summary
In the post-pandemic world, Malaysia Tourism Promotion Board (MTPB) saw an opportunity to re-establish Malaysia as a premiere tourism destination, tapping into a growing demand for experiential and authentic travel. The campaign objective was to boost awareness and shift brand sentiment to position Malaysia as an accessible, eclectic country full of experiences worth venturing a little further for. BBC StoryWorks developed ‘Selamat Kembali to Malaysia’ (welcome back to Malaysia) to entice an audience of savvy, affluent and conscientious travellers to explore beyond the familiar and discover more of Malaysia.
We created a multi-channel content series of short films and articles designed to complement one another and maintain momentum throughout the campaign period. Through travel insights and audience data and we identified core pillars of food, nature, experiences, and islands to centre our campaign around. We travelled throughout Malaysia filming unique experiences to create five films that celebrate the country’s diversity and engaged local experts to craft in depth articles and travel itineraries.
The campaign achieved excellent results exceeding our KPIs and generating over 16 million video views, over 1.3 million page views. We took this one step further with BBC StoryWorks’ science of engagement studies on the five films. Through the research we identified a 12% uplift in brand favourability, an 11% increase in purchase intent and showed a a 96% desire to engage with the brand.
Entry credits
- Tom Deakin, , BBC StoryWorks APAC
- Kome Tamilchelvam, , BBC StoryWorks APAC
- John Williams, , AdSales & StoryWorks
- Marith Zindel, , MZP Asia
- Theodora Sutcliffe, , Textniks Ltd
- Audra Roslani, , NA
- Julia Winterflood, , NA
show more
show less
Company
WE Communications
Client
Singapore Kindness Movement
Summary
In Singapore fostering bonds between neighbours goes beyond mere politeness—it's a key ingredient for societal harmony and collective well-being.
Unfortunately, neighbourly disputes are rife. In fact, according to SKM’s 2023 Graciousness Survey, neighbourly satisfaction dipped by 7% compared to the year before. On the positive side, frequent neighbour interactions can lead to amicable dispute resolution.
Our mission: Amp up the call for kindness and gracious living to build a resilient and harmonious Singapore.
But, how could our messaging transcend linguistic and cultural barriers, stand out amidst the cluttered space of public affairs messaging, and be different from previous years?
Our solution: Music.
The reasons were simple: Music was the medium that could speak to Singaporeans of all ages and backgrounds, acting as a catalyst for community building. While, neighbourliness is a concept deeply intertwined with emotions, empathy, and human connections. With music’s power to create a deep emotional impact, we sought to drive home our narrative of neighbourliness on a personal level.
As a result, the 2023 B-Greater song was born.
Led by a one-of-a-kind hip-hop music video featuring homegrown talents, this tradition-breaking approach to public communications - brings the message to life, making it a truly made by Singaporean, for Singaporean project.
The song was amplified across social media and out-of-home activations in high-footfall areas around Singapore. Taking it a step further, a supporting campaign, Project Heartlands was launched, featuring experiential exhibitions that blend music, art, and neighbourliness in pop-ups around local neighbourhoods.
Entry video
Entry credits
- Karun SBaram, , Singapore Kindness Movement
- Tan Kerng Ngee, , Singapore Kindness Movement
- Kaylie Kam, , Singapore Kindness Movement
- Nisa Suhaimy, , WE Communications
- Xindy Choo, , WE Communications
- Clara Chua, , WE Communications
- Jun Yi Wong, , WE Communications
- Seoe Yu, , WE Communications
show more
show less
Company
TSL Media Group
Client
Immigration & Checkpoints Authority (ICA) Singapore
Summary
The Immigration & Checkpoints Authority (ICA) is the Singapore government agency responsible for securing its national borders against the entry of undesirable people and cargo through land, air and sea checkpoints. However, there is a generally negative perception of ICA careers as having long hours and no prospects, as well as being mundane and sedentary. Not many Singaporeans know what ICA actually does - and that has been detrimental to the agency's recruitment efforts in recent years.
When TSL Media Group connected with ICA about their recruitment campaign, the challenge was apparent: to create desirability among millennial and Gen Z job-seekers. In order for the campaign to strike the right chords, the agency needed to recognize that the pandemic has changed job-seekers’ priorities and the rules of a job hunt. Singaporeans no longer prioritize what a job wants from them, but what they want from a job. While they value career success, they also look out for attractive benefits, work-life balance and a deeper meaning in their everyday work. This, combined with the need for an effective campaign to be entertaining and authentic, led to a social-first, multi-channel approach. The Group employed long-form and short-form videos, creative visuals, and interactive quizzes from Aug to Dec 2023 to drive 29k click-throughs to the ICA website and a spike of around 40% in job applications for specific job roles as of Jan 2024.
Entry video
Entry credits
- Wen Ching Sim, , Immigration & Checkpoints Authority
- Hsin Ying Lim, , Immigration & Checkpoints Authority
- Adeline Chng, , Immigration & Checkpoints Authority
- Priscilla, Jia Yi Lim, , Immigration & Checkpoints Authority
- Teresa Goh, , TSL Media Group
- Kelly Loh, , TSL Media Group
- Marie Zheng, , Immigrations & Checkpoints Authority
- Felicia Ang, , Immigrations & Checkpoints Authority
show more
show less
Company
BBC StoryWorks APAC
Client
Uttarakhand Tourism Development Board (UTDB)
Summary
Uttarakhand Tourism Development Board wanted to present the state as a delightful abode across seasons. The objective was to go beyond its image of a mountain holiday spot and show how it’s wholesome for people from all walks of life with vivid interests and preferences.
Keeping this mind, BBC StoryWorks created an exclusive content campaign – 'Uttarakhand For All Seasons'. We positioned the destination as one where travellers from India and across the world can find their paradise any time of the year.
We made it happen by infusing authenticity into storytelling, exploring four themes through films and accompanying articles that showcased real travellers finding inspiration in new destinations over there.
One of the themes showcased Uttarakhand’s winter charms including the Khaliya top trek and Chaukori’s breathtaking tea gardens. In another film, we presented a range of adventure offerings that can be perfect for a summer escapade – from skiing and ATV rides in Auli to rafting in Rishikesh. We also unveiled the calming spiritual offerings of Uttarakhand that are known for their historical significance such as the temples of Kasar Devi and Baleshwar Dham. Finally, we exhibited the fascinating hidden gems there, including the art forms and weaving specialities.
The aim was to provide audiences with a deeper, refreshed sense of knowledge – leaving them awe-struck and with a strong desire to visit Uttarakhand. The campaign, hosted on BBC.com and promoted on BBC News with our social media handles, showcased the best that this state has to offer to all.
Entry video
Entry credits
- Ankita Bakshi, , BBC StoryWorks APAC
- Aayushi Sukhija, , BBC StoryWorks APAC
- Vishal Bhatnagar, , Ad Sales and BBC StoryWorks
show more
show less
Company
BBC StoryWorks APAC
Client
Taiwan External Trade Development Council
Summary
Amid AI’s current reign over the ‘sexy’ scale in tech, how could we remind the world how disruptive a “semiconductor island” can be? And in the attention economy, how would we get a B2B audience to pay continuous attention to this island?
Our campaign set out to achieve market penetration of Taiwan as more than a semiconductor island, and a trendsetter in global tech innovation. While we were at it, we created a new shape of attention in video storytelling, doubling benchmarks for sustained attention in BBC StoryWorks’ award-winning Science of Engagement (SoE) study. Aditionally, this B2B campaign came within the 91st percentile of emotional engagement for “deep thought”, against hundreds of campaigns tested across all genres of content, including B2C.
To many techies, Taiwan’s brand is age-old. In the grapevine, being called “silicon island” left the island overshadowed by sexier counterparts like AI, which wasn’t within top-of-mind associations of Taiwan. After all, semiconductors were a star of the 90s, and Taiwan was at the top of the chatter, resulting in stubborn associations of Taiwan as being “traditional”.
Our client wanted to refresh this perception, driving international investment of resources toward Taiwanese innovation.
We created a campaign that put AI front and centre – not just in subject matter, but also in content design, to help audiences unlearn perceptions of Taiwan of being just a “semiconductor island”.
86% of respondents showed a desire to engage with Taiwan on a business level. Client anticipating future partnership with BBC StoryWorks.
Entry video
Entry credits
- Shannon Hong, , Zipo ImageWorks Inc.
- Richard Pain, , Storyteller Strategies
- Hijanah Hernandez, , BBC StoryWorks APAC
- Emily Ho, , BBC StoryWorks APAC
- Sherry Huang, , Ad Sales & StoryWorks
- Zelma Cheung, , Ad Sales & StoryWorks
- Claren Mui, , Ad Sales & StoryWorks
show more
show less
3
Charity or Not for Profit
Why you could win
Your team delivered outstanding marketing campaign(s) in the charity or Not for Profit category during the period between April 2023 and April 2024. We'll evaluate success in strategies and campaigns that changed the world for the better. Share your story of impact, and let us see how your innovation, clear strategies, and tangible results made a difference.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of campaign outputs.
Company
Z Productions
Summary
In the face of a pandemic and political crisis in Myanmar, our journey as filmmakers has taught us resilience—a trait shared by all Myanmar people. Despite adversities, we stand strong, breaking boundaries in our respective industries, and contributing back to our communities through our skills and expertise in filmmaking.
Our commitment to making a positive impact led us to Step-in-Step-up Myanmar (SISU), a non-profit training center aligned with our values. With the motto "From most vulnerable to valuable," SISU empowers Myanmar's youth through vocational training, aiming to break the cycle of poverty and vulnerability to human trafficking.
We utilized our storytelling skills to craft a powerful short film addressing critical issues. The film focuses on the transformative role of education in shaping the future of Myanmar's youth, with a central narrative featuring Nyein, a determined and resilient 23-year-old aspiring to become a security officer at an embassy.
In essence, this video has triggered a chain reaction of support and commitment, propelling SISU into the spotlight as a catalyst for positive change in Myanmar's youth. The impacts showcased demonstrate not only the video's reach but also its ability to inspire tangible actions and transformative shifts in societal perspectives.
As we submit for this award, we recognize the opportunity to shine a spotlight on the pressing challenges in Myanmar and garner global exposure. Nyein's story encapsulates the essence of our mission—to inspire understanding, empathy, and collective action on both national and international stages.
Entry video
Entry credits
- Zarchi Sawnai, , Z Productions
- Htet Htet Tun Oo, , Z Productions
- Myat Thinzar Htet, , Z Productions
- Htoo Chun Swe Moe, , Z Productions
- May Myo Myat, , Z Productions
- Mahaw - , , Z Productions
- Wint April Ko, , Z Productions
- Zayar Min Thant , , Z Productions
show more
show less
Company
WorkforClimate
Client
Good&Proper
Summary
WorkforClimate is on a mission to accelerate climate action using the most powerful tool a business has: the people who work within it. Employees of all stripes, skillsets and seniority levels.
We know that profit at all costs is costing us everything, and that corporations are huge drivers of the climate crisis. The good news is, we can harness the same thinking, innovation and influence that built corporate systems to change the course of our story. People created companies, and people can change companies.
By educating, upskilling and uniting climate-concerned professionals, WorkforClimate is building a movement of climate leaders who are using their outsized impact to decarbonise and mobilise their organisations in service of a stable climate.
This report details the strategy, storytelling and results of a marketing campaign launched in November 2023 in partnership with WorkforClimate’s creative and PR agency, Good&Proper. The omni-channel campaign was launched to increase brand awareness, establish WorkforClimate as Australia's leading organisation for corporate climate education and to increase signups to the digital WorkforClimate Community.
The report will cover objectives, insights, brand messaging, content creation, media strategy, partnerships and public relations to demonstrate the breadth of strategic thinking, innovation and expertise required to drive successful results.
The report will also dive into the output and tangible results that will impact WorkforClimate’s growth and success in 2024 and in turn, change the world for the better.
Entry video
Entry credits
- Lucy Piper, , WorkforClimate
- Laure Legros, , WorkforClimate
- Lydia Hascott, , WorkforClimate
- Cameron Elliot, , WorkforClimate
- Oliver Pelling, , Good&Proper
- Taryn Stenvei, , Good&Proper
- Emma Webber, , Good&Proper
show more
show less
Company
Disney Star Network
Client
Disney Star India
Summary
Disney Star, nation’s greatest storyteller, reaching around 700+ million viewers a month on TV across India and over 100 other countries in 9 different languages. The network generates over 20,000 hours of content every year and broadcasts 70+ channels, reaching 9 out of 10 C&S TV homes in India.
But how does one tell a story without the right words?
In India, only 10% of the population speaks English, while the rest of the country relies on the 700 spoken and 22 official languages - most only know derogatory words for the community in their native tongue.
We realised that people’s native language is what makes them feel closer to their identity, family and society.
Hence only language had the power to shape the world.
The world was evolving, it’s time our words did too.
We created Words of Pride – A lexicon of respectful words of Indian languages found and taught.
A campaign that highlights the convergence of language and respect.
We brought together a collective of 150+ language experts, scholars and members of the LGBTQIA+ community to create a unique vernacular glossary in 7 regional languages.
In just 4 weeks, it reached over 53.5 Million Indians and garnered 55+ Million video views including 196.6K+ engagements.
Disney Star India’s website traffic jumped 171% over the previous month.
45% of the views on the platform were organic, which is 5x the industry benchmark.
While other brands were getting lambasted for “tokenism” the campaign saw a 92% positive sentiment.
Entry video
Entry credits
- Aditya Kanthy, , DDB Regional Corporate
- Rahul Mathew, , DDB Regional Corporate
- Vanaja Pillai, , 22feet Tribal Worldwide
- Shikha Davessar, , 22feet Tribal Worldwide
- Preetham Venkky, , DDB Mudra Group
- Vishnu Srivatsav, , 22feet Tribal Worldwide
- Ishan Mehta, , 22feet Tribal Worldwide
- Diya Sarker, , 22feet Tribal Worldwide
- Srishti Singh, , 22feet Tribal Worldwide
- Pavithra Nair, , 22feet Tribal Worldwide
- Debashish Ghosh, , 22feet Tribal Worldwide
- Shyam Nair, , 22feet Tribal Worldwide
- Sneha Iyer, , 22feet Tribal Worldwide
- Suraj Kolhapure, , 22feet Tribal Worldwide
- Sunny Jha, , 22feet Tribal Worldwide
- Ashita Vora, , 22feet Tribal Worldwide
- Shruti Parulekar, , 22feet Tribal Worldwide
- Shraddha Patil, , 22feet Tribal Worldwide
- Ankita More, , 22feet Tribal Worldwide
- Mohit Patil, , 22feet Tribal Worldwide
- Gaurangi Gokhale, , 22feet Tribal Worldwide
- Shivani Borse, , 22feet Tribal Worldwide
- Shivani Bansal, , 22feet Tribal Worldwide
- Apeksha Pandey, , 22feet Tribal Worldwide
- Vinit Wala, , 22feet Tribal Worldwide
- Gaurav Magotra, , 22feet Tribal Worldwide
- Ken Sekhar, , 22feet Tribal Worldwide
- Nussarat Ibrahim, , 22feet Tribal Worldwide
- Christopher Mergo, , 22feet Tribal Worldwide
- Inas Shaikh, , 22feet Tribal Worldwide
- Akash Tiwari, , 22feet Tribal Worldwide
- Yash Jeswani, , 22feet Tribal Worldwide
- Yash Rajwani, , 22feet Tribal Worldwide
- Reshmi Ghosh, , 22feet Tribal Worldwide
- Sanskar Hassanandani, , 22feet Tribal Worldwide
- Rahul Mokhasi, , 22feet Tribal Worldwide
- Amol A Lad, , 22feet Tribal Worldwide
- Priya Nathan, , 22feet Tribal Worldwide
- Shivanandan Laxman, , 22feet Tribal Worldwide
- SN Karthik, , 22feet Tribal Worldwide
- Manoj Jagannath, , 22feet Tribal Worldwide
- Thejus Valappil, , 22feet Tribal Worldwide
- Hemanth KN, , 22feet Tribal Worldwide
- Aaron K, , 22feet Tribal Worldwide
- Vijay Khamitkar, , 22feet Tribal Worldwide
- Hitesh Indap, , 22feet Tribal Worldwide
- Sunit Manchanda, , 22feet Tribal Worldwide
- Mehak Jaini, , 22feet Tribal Worldwide
- Rachita Goel, , 22feet Tribal Worldwide
- Abhishek Shastri, , 22feet Tribal Worldwide
- Minakshi Achan, , Disney Star
- Kanika Mathur, , Disney Star
- Rupesh Wadekar, , Disney Star
- Jyotsna Mendon, , Disney Star
- Prerana Bhasin, , Disney Star
- Anvita Thapliyal, , Disney Star
- Alia Sojwal, , Disney Star
- Rishi Gaind, , Disney Star
- Archana Chopara, , Disney Star
- Varsha Panikar, , Star Hopper
- Asawari Jagushte, , Star Hopper
- The Gaysi Family Gaysi, , Gaysi
show more
show less
4
Sports
Why you could win
Your team delivered outstanding marketing campaign(s) in the Sports category, where we honor strategies and campaigns that scored big in the world of athletics during the period between April 2023 and April 2024. Get ready to share your sports success story with innovation, clear strategy, and exceptional execution.
How to structure your entry
Your main entry report should include: - Objectives - Insight - Approach/ Strategy - Results - Examples of campaign outputs.
Company
Hopeful Monsters
Client
PARK
Summary
PARK is an impact-driven sports brand on a mission to level the playing field through football.
With the FIFA Women’s World Cup being hosted in Australia, it posed the perfect opportunity to draw attention to a problem facing female football players - that 96% still play in men’s kits - and launch PARK’s solution, a sustainable kit designed with real feedback from women around the world.
Spearheaded by A-League player Emma Illjoski, the launch marketing strategy united female players globally through a private Whatsapp group, amplifying their stories and experiences.
Creative tactics, including a ‘call to arms’ hero video featuring A-League players and strategic media placements, sparked conversations within the football community. The campaign's success extended beyond awareness, fostering a community of over 300 players committed to improving women's football.
Notably, PARK's kits garnered attention during the World Cup through a series of disruptiveOOH placements, contributing to an 86% increase in website traffic and surpassing sales targets.
Our campaign left an indelible mark, positioning PARK as trailblazers for women’s football. Off the back of the campaign, online retailer Ultra Football chose to stock the PARK brand.
And when we talk about women’s football. There’s one name that everyone wants to be associated with.
Sam Kerr.
Following the campaign, Park secured an official partnership with Sam Kerr Football.
Entry video
Entry credits
- Katie Barclay, , Hopeful Monsters
- Carl Moggridge, , Hopeful Monsters
- Alycia Raco, , Hopeful Monsters
- Brendan McGovern, , Hopeful Monsters
- Patrick Timms, , Hopeful Monsters
- Jade Glashoff, , Hopeful Monsters
- Blair Ellis, , Hopeful Monsters
- Diah Lateri, , Hopeful Monsters
- Garry Dawson, , Hopeful Monsters
- Leah Giselle Spadone, , Hopeful Monsters
- Kate Morgan, , Hopeful Monsters
- James Manning, , Hopeful Monsters
- Joseph Wrightson, , Hopeful Monsters
- Jasmine Cooper-McCredie, , Hopeful Monsters
- Sam Davy, , PARK SSC
- Amanda Armitage, , PARK SSC
- Ryan Cheng, , PARK SSC
show more
show less
Company
Bursty
Client
PUMA
Summary
The FIFA 2023 Women's World Cup was tipped to 'the biggest' female sporting event in history. An opportunity to celebrate the best players in the world whilst paying homage to those who paved the way before them.
Despite strong representation via a roster of globally renowned female footballers, PUMA was not an official partner of the tournament or the national team. So, how could PUMA capture the nation and come away as the cultural winners in the eyes of the public?
The idea: PUMA to partner with the first nationally representative players from the Australian and New Zealand 1975 Asian Cup tournament; the 1975'ers; the 'OG's'.
PUMA may have been prohibited from talking about the present, so instead decided to take ownership of the history. The OG's, despite their trailblazing 1975 Asian Cup efforts, had gone unrecognised by the local governing bodies, with their story yet to be told. The campaign brought both teams together, recognising their contribution and establishing their legacy. Treated like modern-day footballers, they starred in a multi-channel marketing campaign. No longer
'unrecognised', they were football stars.
The OG's became the most talked about campaign of the World Cup. Generating an earned media reach over 98M, the OG's featured within primetime news slots, radio shows, print and digital editorial features and social. The earned media coverage was +64% higher versus competitors with organic social campaign views +56% higher. True commercial success was realised in early 2024 with the sell-thru of women's boots up 508% YoY.
Entry video
Entry credits
- James Ward, , Bursty
show more
show less
Company
Handl Media
Client
Clearwater Bay Golf and Country Club
Summary
The video highlights the unwavering commitment of the dedicated maintenance team at Clearwater Bay Golf & Country Club, showcasing their hard work and passion behind the scenes. It delves into their daily routines, exploring the challenges they face to maintain the pristine condition of the course and the club. The film captures the unique personalities of the staff within this proud community, sharing personal stories, some spanning over twenty years at the club. Through interviews and footage, the video reveals the incredible efforts of these silent heroes, emphasising their integral role in providing an exceptional experience for members and guests.
Entry video
Entry credits
- Eddie Foster, , Handl Media Limited
- Lee Mumford, , Handl Media Limited
- Yogesh Gauchan, , Handl Media Limited
- Gemma Harrad, , Handl Media Limited
- Baimakhan Kazhmakhan, , Handl Media Limited
- Robin Lee, , Handl Media Limited
- Jonathan Ho, , Handl Media Limited
- Esahk Gurung, , Handl Media Limited
- John Razalo, , Handl Media Limited
- Elphick Wo, , Handl Media Limited
- Nina Kwong, , Clearwater Bay Golf and Country Club
- James Choi, , Clearwater Bay Golf and Country Club
- Alistair Macfadyen, , Clearwater Bay Golf and Country Club
- Sathish Sekar, , Clearwater Bay Golf and Country Club
- Wing Sze, , Clearwater Bay Golf and Country Club
- Rosalinda Deapera, , Clearwater Bay Golf and Country Club
- Ubendra Sriramulu, , Clearwater Bay Golf and Country Club
show more
show less
Company
Xero (NZ)
Client
Xero
Summary
In 2022, Xero kicked off an exciting new global partnership with FIFA Women’s Football, and with the FIFA Women's World Cup 2023™ headed to New Zealand shores Xero’s local marketing team knew they had a big job to do.
Running with our home advantage we created an extensive brand awareness and community engagement marketing campaign, having fun with activations like customer viewing parties and ticket giveaways (to the equivalent of a town with the population of Blenheim, Alice Springs, or twice the Cook Islands!), train station takeovers, and a grassroots-focused partnership with New Zealand Football.
Xero was founded in New Zealand in 2006, meaning it operates in a mature market that makes sustained brand growth more challenging. But through purposeful planning and an authentic desire to support women in football and small businesses, we achieved groundbreaking results for a new FIFA Women’s Football sponsor - performing better than many established Women’s World Cup partners.
The ‘Know your numbers. Know your business.’ campaign garnered almost 19 million impressions from Kiwis across print, digital, and out-of-home channels, resulting in Xero being in the top three brands in NZ for partnership awareness growth (of all FIFA Women's World Cup 2023™ partners tracked pre and post tournament by Nielsen).
Entry image