1
Grand Prix
Award
Company
The Monkeys, part of Accenture Song
Client
The Government of Tuvalu
Summary
Tuvalu, a low-lying Pacific nation, is facing an impossible challenge. At the current rate of global sea level rise, the entire country will be submerged in decades.
Tuvalu has been calling for action for years, time has all but run out. As the ocean closes in, Tuvalu is forced to ask: What happens to a country without land?
In his speech at COP27, Minister Simon Kofe announced a radical plan for survival: Tuvalu will become the world’s first Digital Nation.
By recreating Tuvalu in the metaverse, piece-by-piece, the country can preserve its culture, history, and government services, long after its land disappears.
But the Digital Nation is also key to Tuvalu’s survival as a nation. International law currently dictates that a country needs a “defined physical territory” to exist, so Tuvalu risks becoming the first country to lose its sovereignty due to climate change.
The Digital Nation is at the centre of the fight for a new definition of statehood under international law, a way to protect Tuvalu’s sovereignty and place on the world stage.
The project’s launch reached 2.1billion people and 173 major global publications, pressuring leaders into action. A historic loss and damage fund for nations like Tuvalu was established at COP27. Already, nine different nations have agreed to legally recognise Tuvalu’s digital statehood, making the project not just a tragic climate adaptation strategy, but a powerful provocation for global action.
Tuvalu might be the world’s first Digital Nation, but without meaningful action, it won’t be the last.
Entry credits
- Mark Mark, CEO, The Monkeys, part of Accenture Song
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1
Chair Award
Award
Company
Mastercard
Client
Mastercard
Summary
The women’s Rugby World Cup 2021 in Aotearoa (New Zealand) was one of the biggest sporting events in 2022. As a sponsor, technology brand Mastercard had a platform to showcase its innovation credentials - and use the ‘Player of the Match’ (POTM) Trophy as a way to inspire the next generation of female rugby players.
Problem was, Mastercard wasn’t top of wallet in Aotearoa, making demonstration of brand relevance and participation in the market critical. So, Mastercard needed to activate POTM with a cultural lens, reinforcing their commitment to the local market, as well as reaching the hearts & minds of sports fans in Aotearoa, demonstrating the brand’s understanding of the country and its culture.
We created the world’s first sonic trophy - mixing the excitement of live sport with fan passion, giving the world of rugby another reason to be excited during the tournament period.
Every trophy contained the live sounds of the match – young female superfans' passionate voices, play-by-play broadcast commentary, and the electric energy of the stadium. Every sound was captured live and mixed in real-time at the Mastercard Sonic Studio. The resulting bespoke soundtrack was embedded within the trophy, and gifted to every Player of the Match, minutes after the final whistle, as a priceless memory.
26 matches, 26 bespoke trophies.
This innovative piece of tech captured the largest share of voice of the tournament, and had significant reach + earned media.
Entry video
Entry credits
- Lizi Hamer, Executive Creative Director, Octagon
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5
Food and Beverage
Company/Agency
Swiggy In Association with Affle's MAAS Platform & M&C Saatchi
Client
Swiggy and M&C Saatchi
Executive summary
Swiggy had already established itself as a loved on-demand convenience delivery platform pre-COVID. In this campaign, Swiggy wanted to spread awareness about quick home deliveries or qCommerce and raise the adoption of their qCommerce platforms features like Instamart, Genie, and Meat/Seafood to get daily essentials at users' doorstep and acquire quality users who would turn into repeat paying customers in the app. The campaign has majorly been working on similar KPIs and quality expectations.
Swiggy leveraged MAAS hyperlocal targeting to find highly relevant users. MAAS positioned Swiggy's mobile ads using dayparting to increase app adoption while remaining contextual and relatable to the user.
Swiggy's creative strategy relied heavily on personalization. To capture the attention of millennials and GenZ, the brand used catchy subject lines and bright visuals, depicting their lives. By developing user personas that made each audience segment feel represented in its messaging, the brand was able to engage with its audience. Their messaging focused much on current trends and events, and how it affects their target audience's lives, including how Swiggy could help.
Swiggy is known for its successful marketing strategy, which is evidenced by the 7% CTR (click-through rate) they achieved, which is substantially higher than the usual 1-1.5% CTR typically recorded in the industry.
Swiggy's collaboration with MAAS Platform was highly successful, resulting in a 50% increase in installations to first order rates year-on-year, a 3X growth in monthly first orders year-on-year, and an impressive 100% growth in monthly install numbers.
Entry video
Entry credits
- Siddharth Barman, Associate Director Global Marketing, Affles MAAS Platform
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Company/Agency
McDonald's In Association with Affle's MAAS Platform & OMG
Client
McDonald's and OMG
Executive summary
Discover one of the world's most iconic fast-food chains' comeback story!
McDonald's, like many other businesses, was forced to shut down its stores in 2021 due to the pandemic. But with a positive start to 2022 and the easing of pandemic fears, McDonald's decided to make a bold move and reopen its dine-in stores in Indonesia, just in time for Ramadan. To attract foodies back to their offline stores and create a buzz around the in-person experience, McDonald's created special games with attractive coupons up for grabs!
The brand was looking for an innovative partner to identify and reach the high-affinity users and bring them offline. So they turned to MAAS, a platform with a knack for identifying and reaching high-affinity users.
With machine learning skills and lookalike AI modeling, MAAS Platform helped McDonald's set up a powerful campaign with lookalike audience modeling, resulting in quality installs and retention. Real-time data signals helped identify those users who were most likely to play and redeem coupons in the store.
The result of this dynamic partnership was short of astounding! Registrations skyrocketed by 260%, coupon redemptions by 230%, and the conversion ratio doubled! McDonald's and MAAS have proven that even in the toughest of times, innovation and creativity can pave the way for success.
Entry video
Entry credits
- Siddharth Barman, Associate Director Marketing, Affle’s MAAS Platform
- Anirudh Bapna, Associate Director, Client Success, Affle’s MAAS Platform
- Diksha Sahni, Communications & PR, Affle’s MAAS Platform
- Deependra Singh Shekhawat, Head of Digital & Performance, PT Omnicom Media Group Indonesia / OMD
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Highly Commended
Company/Agency
Edelman India
Client
KFC India
Executive summary
Indians love their food and that’s what keeps them together. Every region is known to have its own specialty but one thing that is common across all regions is BIRYANI - the ultimate dish that everyone loves and has their own versions or spin-offs of. On the flipside, people across India love KFC’s crispy fried chicken – which has been popular for decades.
And did you know – over the past few years, consumers have even been asking KFC, ki Biryani kab banaoge? So, what happens when the World’s Tastiest Chicken comes together with the nation’s beloved Biryani? An interesting amalgamation of flavours and taste is what you get – all in a Bucket!
Because finally, the wait is now overzz for Biryani loverzz! KFC India delighted its fans yet again with an innovative product – the KFC Biryani Bucket, bringing ONE Biryani for all. It’s the biryani of everyone’s dreams and just what fans have been demanding from KFC’s Colonel Sanders. Now if this isn’t the MOST DUMDAAR JODI, we don’t know what is!
We knew that something like this was sure to tingle taste buds, and this DUMDAAR product needed a DUMDAAR communication strategy to make its official entry into the market and consumer’s hearts. The KFC Biryani bucket brought together fans of 2 most popular food items in India. This was possibly the best jodi that fans could have thought of and that's how we got the idea of - ‘DUMDAAR JODI”.
Entry credits
- Disha Gupta, Senior Account Executive , Edelman India
- Sasha Bahukhandi , Associate Vice President , Edelman India
- Karishma Gupte , F&B Sector Head , Edelman India
- Megha Bhatia , Senior Brand Manager , KFC India
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Company/Agency
Qumin
Client
PAPA JOHNS
Executive summary
Food has the power to unite.
This is true the world over, but has particular resonance in China, where cuisine is the most reified cultural treasure, and where mealtime with family and friends fills the role of a national sport.
It was this unifying power of food that we sought to leverage in our PAPA JOHNS 新年就要野 (Go Wild This Chinese New Year) campaign.
After all, it came at a time when China was just beginning to emerge from its strict Covid regulations, which had seen people separated from friends and families by brutal lockdowns. We wanted to show that the Year of the Rabbit could be a new beginning, where every moment is relished in the company of friends and great food.
However, whilst pizza may be the ultimate meal for sharing in the West, it is not a native dish to China. We needed to add incentive – something to draw people in and get them to see pizza as the tool for reconnection.
To do this, we tied our campaign to a positive lifestyle; we sought to get people back outdoors after months locked inside, getting them to do activities with pizza. What’s more, we activated the idea alongside PAPA JOHNS ‘Slice of Happiness: Pizza Bank’ initiative, which donates pizza to Chinese orphanages.
The power of pizza to unite resulted in:
Views:
9.4million
Clicks:
25k
Slices Donated:
13,328
Entry credits
- Arnold Ma, CEO, Qumin
- Thomas Nixon, Client Services Director/Co-founder, Qumin
- Chenyan Zheng, General Manager, Qumin
- Yayuan Zhang, Senior Account Manager , Qumin
- Tom Johnson, Senior Creative Strategist , Qumin
- Yi Xu , Art Director, Qumin
- Raye Li, Video Editor, Qumin
- Grace Ma, Account Executive, Qumin
- Rachel Wang, Senior Marketing Director, PAPA JOHNS
- Caroline Zheng, Digital marketing & Consumer insight Manager, PAPA JOHNS
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Award
Company/Agency
WiredCo.
Client
Pizza Hut
Executive summary
WE DIGITALLY HACKED AUSTRALIA’S SUPER BOWL, DELIVERING PIZZA HUT’S BIGGEST EVER SALES MONTH AND AN ROI OF 6.7.
Faced with the challenge of growing and protecting your brand, would you play it safe? Or be brave and digitally hijack Australia’s biggest sporting event in real-time?
For brands, there’s something awesomely attractive, yet fierce about State of Origin; after all, it’s Australia’s Super Bowl. But for any brand brave enough to attempt a slice of the action without paying a hefty fee to the NRL, there’s scrum sized consequences (financial and reputational) for breaking their ‘ironclad’ rules.
That’s why you probably can’t name many brands who’ve tried or succeeded?
We didn’t pay a cent, but that didn’t stop us from daring to digitally hack the biggest sporting event in Australia in real-time, creating the most successful social campaign in Pizza Hut’s 50+ year history.
Entry video
Entry credits
- Tamsin Lysons, National Head of Marketing , Pizza Hut
- Simon Stocks, Marketing and Digital Director , Pizza Hut
- Ash Byers, Head of Paid Media, WiredCo.
- David Kennedy, Partner, WiredCo.
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6
Content
Company
Hogarth Worldwide
Client
Singtel
Summary
How does one create relevance for innovations poised to change society, such as Singtel’s nascent
Singtel 5G network and Apple’s newest iPhone?
By tying it to the heart of society – families.
In Asian cultures, outwardly expressing affection simply isn’t done. Yet, those ties can be just as powerful.
Foregoing displays of technical prowess, we spun an emotional tale of how Singtel 5G and the iPhone 13 amplify connections, bridging a father and son’s relationship.
We brought our audiences through an emotional experience, drove strong brand impression [increased consideration for 5G adoption by 15%] and excellent next step intents [increase purchase intent for Apple devices by 12%]; establishing Singtel as a major player in public opinion.
Entry video
Entry credits
- Harish Nambiar, Associate Director, Singtel
- Shir Li Low, MarComm Manager, Singtel
- Calvin Bong, Associate Director, Singtel
- Jessica Quek, Group Account Director, Hogarth Worldwide
- Edwin Leong, Creative Director, Hogarth Worldwide
- Giap How Tan, Associate Creative Director, Hogarth Worldwide
- Rafiz Raman, Senior Art Director, Hogarth Worldwide
- Wesley Yang, Copywriter, Hogarth Worldwide
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Company
ONE Esports
Summary
ONE Esports and Marriott Bonvoy successfully targeted Asia's rapidly growing esports fan base through a unique 15-episode talk show series, Gamer's Paradise.
The show exceeded its viewership target, garnering over 13,000,000 views and 56,000,000 impressions across social media and digital platforms. It combined the best of gaming, esports, and travel and provided viewers with an immersive experience of premium travel destinations through the lens of gaming culture. Premiered in July 2022, the show aired on multiple platforms, including YouTube, Facebook, Twitch, and AfreecaTV, and featured 50 top esports content creators, professional gamers and key influencers. Marriott Bonvoy's brand storytelling was seamlessly integrated into the show, showcasing the unique selling points of 15 Marriott hotel properties across six countries in Asia.
The show's success was reflected in positive fan sentiment around the Marriott Bonvoy brand, as evidenced by the significant increase in click-throughs and traffic to Marriott Bonvoy's platform. Gamer's Paradise successfully positioned Marriott Bonvoy as the go-to travel lifestyle brand for esports fans.
Entry video
Entry credits
- Carlos Alimurung, CEO, ONE Esports
- Danielle Tan, Production Lead, ONE Esports
- Trent Davis, Senior Social Media Manager, ONE Esports
- Colinn Shae, Partner Manager, ONE Esports
- Mika Fabella, Creative Producer, ONE Esports
- Melissa Chue, Manager, Events & Community Marketing, ONE Esports
- Mark Cervantes, Consultant, ONE Esports
- Kaye Yeo, Senior Manager, GSKA, ONE
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Company
Vice Media Group
Client
Unilever Closeup
Summary
Vice was approached by Closeup for a special project. They wanted someone to spread the messaging for City Hall of Love - a place in Decentraland where committed couples, who couldn’t get married in real life for legal reasons or societal pressures, could do so in the Metaverse.
They wanted to get the word out in the most impactful and interesting manner. They wanted the best story telling partners.
Enter Vice.
We first took up the role of wedding planners. We found a Singapore based queer couple who had nearly given up on the notion of nuptials in their home country, and promised them a fairytale wedding in the Metaverse surrounded by their family and friends - a thought that was previously inconceivable for the couple.
We then immortalised Sam and Euphoria’s wedding by creating ‘The world’s first Metaverse Wedding Film’.
Marrying VICE’s authentic narrative style with emotional behind-the-scenes candour and grace of any well-produced wedding shoot, we crafted a documentary that showcased the entire event while shining the light on this trans couple’s journey together. In signature VICE style, we captured all the tears and laughs as the pair anxiously prepared for their special day, cheered on by their closest allies before culminating in a unique, tear-jerking set of I do’s on meta-soil. We are proud to say this is one of our best works in the region.
Entry video
Entry credits
- Avijit Pathak, Creative Director, Vice Media Group
- Tushar Gidwani, Creative, Vice Media Group
- Malvina Wong, Producer, Vice Media Group
- Yiqin Ng, Film Director, Optical Films
- Isis Singh, Project Manager, Vice Media Group
- Natalie Thomas, Project Manager, Vice Media Group
- Cecily Chen, Associate Project Manager, Vice Media Group
- Nilesh Zaveri, Managing Director, APAC, Vice Media Group
- Sari Trisulo, Head of Production, Vice Media Group
- Ishita Pilani, Head of Strategy, APAC , Vice Media Group
- Nikki Natividad, Editorial Lead, Vice Media Group
- Shernan Plameras, Associate Director, Commercial SEA, Vice Media Group
- Shi Yan Ang, Senior Global Brand Maanger, Unilever CloseUp
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Company
Morning Studio, South China Morning Post
Client
Audemars Piguet
Summary
To celebrate the 50th anniversary of its iconic Royal Oak watch, Audemars Piguet was looking for a creative and unique way to highlight its history. Morning Studio proposed a multimedia storybook that would transport readers back in time to witness the birth of this horological legend and learn more about its creation.
The result was a captivating, elaborate content experience that leveraged visual storytelling to delve into the sophisticated history of the Royal Oak. The multimedia story was broken up into four distinct chapters, which guided audiences through the original design and development process of the Royal Oak using strong editorial storytelling, archival photos, stylistic illustrations, dynamic animations and interactive quizzes in an engaging and enjoyable presentation on SCMP.com.
Over three months and via a thorough distribution plan across multiple channels (SCMP.com plus SCMP’s Facebook and Instagram pages), the campaign reached over 319,000 users and served more than 3.3 million impressions. The majority of the engaged audience comprised affluent and well-educated readers aged 25 to 44 – exactly the demographic that Audemars Piguet wanted to speak to with the campaign.
Entry credits
- Wing Wan Chan, Art Director, SCMP
- Wing Chan, Art Director, SCMP
- Reggie Ho, Editor, SCMP
- Ambrose Li, Editor, SCMP
- Megan McCoid, Sub-Editor, SCMP
- Denise Chan, Project Manager, SCMP
- Gladys Yuen, Project Manager, SCMP
- Cheryl Wu, Content Strategist, SCMP
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Highly Commended
Company
Vice Media Group, Mindshare & Unilever
Client
Unilever Closeup
Summary
The world never seems to run out of judgement. From how we look to what we believe in, someone always has something to say. But for some, the most oppressive of all is when others—individuals, communities, or institutions—tell us who and how to love.
This is why VICE, Closeup, and Mindshare joined forces: To prove that love is a universal right and that no one should be judged or ostracised based on who they love.
As part of this partnership, Vice created a series of branded content housed in Closeup’s Love For All website, which now serves as a hub for people to discover expert advice, and heartwarming stories that empower, embolden, and help them feel less alone. We featured stories in the Philippines and India across six relationship types: inter-faith, inter-race, same-sex, age gap, inter-class, and inter-caste.
Guided by the principles of human-first storytelling, we followed a content framework that helped us hit all the marks: We gave advice, de-bunked myths, celebrated wins, and boosted our voice through videos, digital tools (quizzes and interactive pages), editorials etc.
True to VICE as a platform, we created content that aligned with our principles and gave a voice to people whose struggles are often overlooked. We created 10 videos, 38 editorials, 4 interactive quizzes, and close to 200 social posts encompassing these topics, and by doing so, encouraged people to express their love, in whatever shape or form.
You can call this our love letter to unconventional relationships.
Entry video
Entry credits
- Avijit Pathak, Creative Director, Vice Media Group
- Livy Goh, Senior Creative, Vice Media Group
- Tushar Gidwani, Creative, Vice Media Group
- Nikki Natvidad, Editor, Vice Media Group
- Arman Khan, Editorial Writer, Vice Media Group
- Romano Santos, Editorial Writer, Vice Media Group
- Malvina Wong, Producer, Vice Media Group
- Avni Murthy, Producer, Vice Media Group
- Isis Singh, Project Manager, Vice Media Group
- Natalie Thomas, Project Manager, Vice Media Group
- Cecily Chen, Associate Project Manager, Vice Media Group
- Ishita Pilani, Strategy Lead, Vice Media Group
- Shernan Plameras, Associate Director, APAC, Vice Media Group
- Nilesh Zaveri, Managing Director, APAC, Vice Media Group
- Shi Yan Ang, Senior Global Brand Manager, Unilever
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Award
Company
WiredCo.
Client
Indeed APAC
Summary
We helped Australia prepare for the realities of the seven second resume with Indeed, increasing brand awareness 13% and traffic 45%.
EXEC SUMMARY
Seven seconds. That’s the average amount of time recruitment managers give a resume before deciding to move on. Sobering.
Indeed was looking for a way to increase brand consideration amongst Gen Y and Z’s. They knew that their comprehensive tools and resources were of value in the Great Resignation. The problem - you can tell people tools exist that give them an advantage, but it’s hard for them to see exactly why they’ll help unless they feel the emotional benefit.
In an ultra-competitive recruitment market, we knew people would be shocked into action if they knew the truth and harsh reality their resume faced; seven seconds. The seven second resume content series brought this to life for four Australians in a raw and emotional way, provoking thousands of Australians into talking about what their seven seconds could look like.
This is a story of how we created a slightly strange content experiment to help Australia prepare for the realities of the seven second resume with Indeed, increasing brand awareness 13% and traffic 45%.
Entry video
Entry credits
- Lili Davners, Creative, WiredCo.
- Jade Waite, APAC Social Media Manager , Indeed APAC
- David Kennedy, Partner, WiredCo.
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4
Retail
Award
Company/Agency
SVEN
Client
SM Supermalls
Executive summary
Every generation of past and present has created moments and stories within SM malls nationwide. But when a global pandemic prevents the youngest and potentially the most powerful generation in making connections with the number 1 mall chain in the country, SM Supermalls needs to act ASAP. Banking on the latest generation, Generation Alpha’s affinity towards online gaming and virtual experiences, SM Supermalls embarked on its first step into the metaverse. Introducing the AweSM SuperKids Zone At Roblox, the first-ever Roblox malling adventure world in the Philippines!
Entry video
Entry credits
- Arvi Villacin, Chief Executive & Innovation Officer, SVEN
- Raizelle So, Chief Strategy & Creative Officer, SVEN
- Ruby Hao, Chief Financial Officer, SVEN
- Janela Poblete, Assoc. Agency Equity & Experience Director, SVEN
- Miko Portes, Sr. Agency Equity & Experience Strategist, SVEN
- Arianne Maxine Buenaventura, Jr. Agency Equity & Experience Strategist, SVEN
- Nika Julia Maranon, Sr. Strategy Manager, SVEN
- Patrick Daaca, Sr. Brand Strategist, SVEN
- Rafael Morales, Brand Strategist, SVEN
- Jhon Delos Reyes, Sr. Content Strategist, SVEN
- Kimberly Joyce Manalang, Jr. Content Strategist, SVEN
- Kenneth Limjoco, Content Strategist, SVEN
- Stephanie Torio, Assoc. Director for People Innovation, SVEN
- Rodeann Angelica Vallo, Content Strategist, SVEN
- Maria Antoinette Malicse, Strategic Services Specialist, SVEN
- Alyanna Janesa Dela Cruz, Assoc. Creative Director, SVEN
- Camille San Vicente, Assoc. Creative Director, SVEN
- Rain Joshua De Vera, Assoc. Art Director, SVEN
- Camille Naval, Assoc. Art Director, SVEN
- Micahel Richard Valero, Visual Creative, SVEN
- Miguel Sebastian Buera, Jr. Visual Creative, SVEN
- Danielyn Joy Del Rosario, Video Creative, SVEN
- Danielle Mendoza, Video Creative, SVEN
- Patricia Gabrielle Guillermo, Multimedia Creative, SVEN
- Rafaela Cayco, Account Manager, SVEN
- Joaquin San Agustin, Sr. Vice President - Marketing, SM Supermalls
- Karla Marie Peñalba, Asst. Vice President for Advertising, SM Supermalls
- Mark Joseph Ontoy, Sr. Marketing Manager, SM Supermalls
- Valerie Anne Del Castillo, Marketing Manager, SM Supermalls
- Pauline Kd Calvez, Marketing Officer, SM Supermalls
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Nominated
Company/Agency
B+ Clinic
Executive summary
On the 26th of September 2022, B+ Clinic opened its doors to the public during its 7-day launch by inviting 335 high-profile guests to garner awareness of this new, aesthetic clinic in town.
B+ Clinic was founded to make premium aesthetic treatments accessible to the general public. In our objective to re-invent a typical clinic space, we ensured the overall creative setting, art and visual direction were all futuristic. Keeping the tropical weather in mind, we provided matcha shots in a syringe for each guest to squeeze themselves.
There were also organised activations that were educational and an integral part of the total brand experience. The first activation was the H.A. Pool. Guests were required to scoop out the green balls in a pool filled with many silver balls to show that the HA+ Collagen Complex Skin Booster Treatment offered is unique and differs from the rest as it is formulated with a blend of 48 different ingredients.
The other activation was H.A. Pew Pew where the guests had to pick a gun and shoot their skin worries down. The guests were then led into the last room where we showcased what the actual treatment room would look like and right above the treatment chair was a mirror intentionally installed for transparency.
As a result, we made MYR 1,000,000 ($186,462) in total value for media while reaching 17M people on social media alone. We also had an increase of 85% in terms of awareness and interest (leads) compared to pre-launch.
Entry video
Entry credits
- Joseph Pek, Head of Social, Emax Beaute
- Emma Seak, Brand Manager, Emax Beaute
- Michelle Francis, Marketing Manager, Emax Beaute
- Calvin Cho, Senior Social Media Specialist, Emax Beaute
- Elly Elinna Fauzi, Social Media Manager, Emax Beaute
- Sharon Tang, Social Media Executive, Emax Beaute
- Natasha Iskandar, Social Media Executive, Emax Beaute
- Brad Yoon, Assistant Advertising Manager, Emax Beaute
- Akid Yeap, Videographer, Emax Beaute
- Noor Shamira Yazid, Copywriter, Emax Beaute
- Celine Ooi, Performance Marketing Manager, Emax Beaute
- Julianne Jeyapragasam, Copywriter, Emax Beaute
- Jossie Ng, Senior Graphic Designer, Emax Beaute
- Felicia Chong, Product Development Specialist, Emax Beaute
- Wilson Lee, CEO, Emax Beaute
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Nominated
Company/Agency
Primal Digital Agency
Executive summary
In the year 2022, the beauty market is projected to grow at an annual rate of 16% during 2022 - 2026. With the volume turned all the way up, competition is fierce. We knew that we had to take a multi-faceted and carefully crafted approach to stand out from major players who are all vying for the same audience.
Campaign Date: 9 September 2022
Based on previous learnings for the marketplace, we noted that conversion-based teasing before D-day is no longer a suitable strategy. Primal Digital Agency team decided then to implement a full-funnel strategy.
Here are our steps to success:
1. Build excitement with KOLs: We integrated influencers (KOLs) to promote brand visibility as a top-funnel approach. This did not just create buzz prior but also built social credibility. Database of posts engager was utilised for Remarketing audience.
2. Encourage ATCs and View Content: Next, we allocated 70% of the campaign budget for the teasing period. Instead of a conversion objective, the campaign for the teasing period was optimised towards Add to Carts (ATC) and View Content. This is to ensure that we have sufficient audience data and signals for our D-day.
3. The Go Day: Finally, only 30% of the budget was left to be optimised for the actual mega sale day to ensure maximum impact.
The strategy resulted in astonishing revenue increase and achieved an impressive 85.6x ROAS.
Entry credits
- Natcha Utesnun, Account Manager, Primal Digital Agency
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Nominated
Company/Agency
Hylink UK
Client
jELLYCAT
Executive summary
How can a British soft toy brand create a stronger affinity with Chinese consumers during Chinese New Year (Lunar New Year)?
The answer is to leverage a traditional Chinese story: The Peach Blossom Spring by Tao Yuanming.
jELLYCAT worked with Hylink, the first natively Chinese digital agency to set up in Europe, to devise a video animation that could both 1) show appreciation for Chinese culture and 2) promote jELLYCAT’s most iconic toys.
Entry video
Entry credits
- James Hebbert, Managing Director, Hylink UK
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4
Metaverse
Company
SM Supermalls / SVEN
Client
SM Supermalls
Summary
Every generation of past and present has created moments and stories within SM malls nationwide. But when a global pandemic prevents the youngest and potentially the most powerful generation in making connections with the number 1 mall chain in the country, SM Supermalls needs to act ASAP. Banking on the latest generation, Generation Alpha’s affinity towards online gaming and virtual experiences, SM Supermalls embarked on its first step into the metaverse. Introducing the AweSM SuperKids Zone At Roblox, the first-ever Roblox malling adventure world in the Philippines!
Entry video
Entry credits
- Arvi Villacin, Chief Executive & Innovation Officer, SVEN
- Raizelle So, Chief Strategy & Creative Officer, SVEN
- Ruby Hao, Chief Financial Officer, SVEN
- Janela Poblete, Assoc. Agency Equity & Experience Director, SVEN
- Miko Portes, Sr. Agency Equity & Experience Strategist, SVEN
- Arianne Maxine Buenaventura, Jr. Agency Equity & Experience Strategist, SVEN
- Nika Julia Maranon, Sr. Strategy Manager, SVEN
- Patrick Daaca, Sr. Brand Strategist, SVEN
- Rafael Morales, Brand Strategist, SVEN
- Jhon Delos Reyes, Sr. Content Strategist, SVEN
- Kimberly Joyce Manalang, Jr. Content Strategist, SVEN
- Kenneth Limjoco, Content Strategist, SVEN
- Stephanie Torio, Assoc. Director for People Innovation, SVEN
- Rodeann Angelica Vallo, Content Strategist, SVEN
- Maria Antoinette Malicse, Strategic Services Specialist, SVEN
- Alyanna Janesa Dela Cruz, Assoc. Creative Director, SVEN
- Camille San Vicente, Assoc. Creative Director, SVEN
- Rain Joshua De Vera, Assoc. Art Director, SVEN
- Camille Naval, Assoc. Art Director, SVEN
- Micahel Richard Valero, Visual Creative, SVEN
- Miguel Sebastian Buera, Jr. Visual Creative, SVEN
- Danielyn Joy Del Rosario, Video Creative, SVEN
- Danielle Mendoza, Video Creative, SVEN
- Patricia Gabrielle Guillermo, Multimedia Creative, SVEN
- Rafaela Cayco, Account Manager, SVEN
- Joaquin San Agustin, Sr. Vice President - Marketing, SM Supermalls
- Karla Marie Peñalba, Asst. Vice President for Advertising, SM Supermalls
- Mark Joseph Ontoy, Sr. Marketing Manager, SM Supermalls
- Valerie Anne Del Castillo, Marketing Manager, SM Supermalls
- Pauline Kd Calvez, Marketing Officer, SM Supermalls
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Company
Hylink Group
Client
TCL
Summary
Consumer Technology company, TCL needed a fresh approach to its annual Halloween marketing campaign to maximize reach and strengthen brand awareness within the community.
Entry video
Entry credits
- Humphrey Ho, Managing Director, Hylink Group
- Ning Li, Executive Creative Director, Hylink Group
- Ethan Shaw, Art Director, Hylink Group
- Estrella Wu, Art Director, Hylink Group
- Rachel Zhang, Account Director, Hylink Group
- Eve Chen, Graphic Designer, Hylink Group
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Award
Company
[INVNT GROUP]
Client
Automobili Lamborghini
Summary
How do you create a car that never dies? Everything eventually has its end, whether it is the engine or the paint that makes the treasured item bright and shiny. This is unless you create a custom curated 1:1 of a car that is to live forever in the Metaverse. Automobili Lamborghini is on the move to electrify its complete line up in 2023 and 2024. To signify this innovation era, [INVNT GROUP]™ brought in Digital Artist Krista Kim and Music Artist Steve Aoki to create the world’s first physical supercar 1:1 NFT, and auction off the last ever Aventador Coupé ever produced by the Supercar brand, before they switch from petrol to electric. A world-first innovation, this was the first Metaverse supercar NFT in the world. The 1:1 NFT plus the last physical Aventador Coupé auction closed at $1.6M, placing the purchase price in the top 10 Lamborghinis ever sold. This Drop was the world’s first NFT ever to be auctioned with a physical super sports car. Krista Kim’s unique eye for digital colours and gradients worked in synergy with Steve Aoki’s electrical music talents, creating not just a supercar, but the experience of a supercar being in the Mars sunset, in the Metaverse.
As the car was projected into the digital world, incredible results followed in the realm, such as $562M impressions earned from editorial reach, and an advertising value equivalent of $5.18M.
Entry video
Entry credits
- INVNT APAC MARKETING, N/A, INVNT APAC
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Company
dentsu one Taipei
Client
Yahoo
Summary
Yahoo TV has enhancing the immersive content experience since 2017 and has very strong solution by our virtual production technology. The virtual production blurred the line between real and virtual word. It's also the easiest way to get into metaverse. There are 3 advantages of Yahoo TV virtual production:Fast, easy to adjust on shooting spot, and no need post production.
In the past year, we had the findings that "Experience marketing" is the best way to deliver our immersive solutions. We chose 3 key VVIP clients to have the further advanced and exclusive immersive experience. All clients would join us in metaverse and be the part of the immersive creators.
Entry video
Entry credits
- WEIHUA PENG, Senior Marketing Manager, Yahoo
- Bull Hsu, Producer, Yahoo
- Hayley Wen, Executive Creative Director, dentsu one Taipei
- Will Chen, Associate Creative Director, dentsu one Taipei
- Joe Liao, Associate Creative Director, dentsu one Taipei
- Woody Huang, Senior Designer, dentsu one Taipei
- Cheryl Tou, Associate Vice President, dentsu one Taipei
- Paul Huang, Account Manager, dentsu one Taipei
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3
Consumer
Highly Commended
Company
Archetype, in partnership with GSquared (web agency), Rapid Media (media agency), Thrive PR (PR agency)
Client
ASUS
Summary
ASUS aimed to position itself as a powerful creator brand with a comprehensive range of laptops and increase awareness of its brand among Australian 3.0 Content Creators.
The agency created the ASUS CreatorXchange, an open-source digital platform and community, to bring together creators from various disciplines and inspire cross-disciplinary brilliance.
The campaign featured three NFT artists as mentors, who were commissioned to create artworks using ASUS laptops and shared their how-to sessions to help the community level up their skills.
The campaign successfully achieved its objectives, beating its awareness target by 172% and its brand perception target by 62% increase in brand perception.
Entry credits
- Farzeen Quadir-Hegde, Head Of Marketing, ASUS
- Bec Madden, Strategy Director , Archetype
- Lee Devine, Creative Director , Archetype
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Company
Yahoo
Client
StarHub
Summary
After 12 years with its competitor, StarHub won exclusive broadcast rights in Singapore to Premier League. Wanting to create a splash in bringing the English football league closer to fans in Singapore and ramp up subscriptions, Yahoo and StarHub devised a StarHub Premier League takeover on Yahoo Singapore, providing a rich branded content experience complemented with contextual targeting, amplified by a first-party data-driven programmatic campaign. This created a seamless experience for StarHub and its audience, leveraging a strong passion point and reaching football fans across the board.
After laying the foundation with an unrivalled repository of content, including play-by-play updates, video commentaries, and other aggregated content, this was supercharged by contextual advertising — ensuring a fortified audience base of football lovers would be reached and expanded at scale. StarHub’s ads were placed throughout the hub, with the takeover also seeing the StarHub Premier League banner replacing the regular Yahoo banner atop the hub’s main page with an eye-catching yet seamless visual.
Drawing viewers to the hub, the campaign ads achieved over 57 million impressions and a CTR of 0.61%, 3x higher than the average benchmark. The branded content pieces were read by 55,000 unique users generating over 80,000 page views, with readers spending an average of 75 seconds on an article. A brand lift survey showed that these cumulative efforts boosted audience perception of StarHub, as it outdid its competitors in terms of brand awareness and continued to reap these benefits amid the ongoing Premier League season.
Entry credits
- Calvin Wan, Business Lead, Yahoo
- Felicia Ng, Platform Specialist, Yahoo
- Aeriel Peh, Project Manager, Yahoo
- Rene How, Sales Strategist, Yahoo
- Sharon Wong, -, StarHub
- Michelle Yeo, -, StarHub
- Xin Ying Wong, -, StarHub
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Award
Company
WiredCo.
Client
Indeed APAC
Summary
We helped Australia prepare for the realities of the seven second resume with Indeed, increasing brand awareness 13% and traffic 45%.
EXEC SUMMARY
Seven seconds. That’s the average amount of time recruitment managers give a resume before deciding to move on. Sobering.
Indeed was looking for a way to increase brand consideration amongst Gen Y and Z’s. They knew that their comprehensive tools and resources were of value in the Great Resignation. The problem - you can tell people tools exist that give them an advantage, but it’s hard for them to see exactly why they’ll help unless they feel the emotional benefit.
In an ultra-competitive recruitment market, we knew people would be shocked into action if they knew the truth and harsh reality their resume faced; seven seconds. The seven second resume content series brought this to life for four Australians in a raw and emotional way, provoking thousands of Australians into talking about what their seven seconds could look like.
This is a story of how we created a slightly strange content experiment to help Australia prepare for the realities of the seven second resume with Indeed, increasing brand awareness 13% and traffic 45%.
Entry video
Entry credits
- David Kennedy, Partner, WiredCo.
- Lili Davers, Creative, WiredCo.
- Jade Waite, APAC Social Media Manager , Indeed APAC
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2
Disruption
Company
Quantcast / OMD Singapore
Client
Singtel
Summary
With third-party cookies slowly disappearing in browsers, Singapore telecommunications leader Singtel recognised the need to prepare for the demise of third-party cookies early on.
In partnership with its media agency, OMD and adtech provider Quantcast, Singtel set out to explore a cookieless advertising solution in a bid to futureproof its marketing strategies against the eventual demise of third-party cookies.
Quantcast worked with OMD to set up the campaign that concurrently tests out how cookieless targeting worked for GOMO, a Singtel product, alongside a campaign that used cookies for targeting the right audiences.
The results of the tests resulted in a few important findings that would affect all future campaigns run for Singtel:
-The cost-per-result (CPR) for the cookieless targeting campaign was around 20% lower than the campaign which relied on cookies for targeting.
-The CPR on the cookieless campaign outperformed the cookies campaign by 80%, proving that users who are used to frequent online purchasing are more likely to delete cookies to avoid over-retargeting by advertisers.
-A 73% uplift in conversions was observed within a month, a testament to how targeting cookieless has helped contribute to incremental conversions for Singtel.
-Findings validated that Singtel would have indeed missed out on a significant portion of their audiences had they only targeted their audiences in cookied environments only.
Ultimately, these tests that Singtel undertook in collaboration with OMD and Quantcast helped them to stay a step-ahead of their competitors when third-party cookies eventually go away completely.
Entry credits
- Zoheb Gafoor, Head of Digital Operations, OMD APAC
- Daisy Huang, Group Strategy Director, OMD APAC
- Angie Ong, Director, Retail & Performance Marketing, Singtel
- Veronica Wang, Performance Marketing Manager, Singtel
- Angel Tragico, Unsure, OMD APAC
- Denise Lim, Senior Performance Marketing Specialist, OMD APAC
- Rueben Vijaratnam, Commercial Director Asia , Quantcast
- Shermaine Pang, Account Manager, Quantcast
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Company
Income Insurance Limited
Client
Income Insurance Limited
Summary
SNACK is a financial lifestyle app that helps you be good with your money. We help you build up your investments and insurance a little at a time through your daily activities; so that you can focus on living your best life while we sort out your finances with our lifestyle top-ups, cashback, and deal subscription features. Your Lifestyle, But Better!
SNACK also offers cashback, deals and discounts from your favourite brands such as FoodPanda, Ijooz, Fave and more! You can look forward for SNACK’s engagement activities such as challenges and lucky draws where you can stack Rewards and stand a chance to win exciting prizes and even more insurance coverage and investment credits.
Entry credits
- Max Tiong, Max Tiong, VP and Head (Digital Transformation), Income Insurance Limited
- Andrena Ong, Lead (Experience Design), Income Insurance Limited
- Tan Ming Guang, Product Launcher, Income Insurance Limited
- Ron Wee, Growth Hacker, Income Insurance Limited
- Samson Tan, Designer (Experience Design), Income Insurance Limited
- Clara Yeo, Designer (Experience Design), Income Insurance Limited
- Hannah Tiong, User Experience Copywriter, Income Insurance Limited
- Janice Chai, Growth Hacker, Income Insurance Limited
- Shu Jun Lim , Product Launcher, Income Insurance Limited
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2
Sports
Highly Commended
Company
Mailman
Summary
Football in China has been through a challenging few years with high profile players coming and going, domestic champions folding and national association leaders investigated. This has left the 250 million football fans in the country despondent with a lack of confidence and trust. FIFA with their partner Wanda recognised this challenge as an opportunity to inspire hope amongst the new generation of football fans through their digital program ‘Ignite the Hope’.
Whilst there were strong prejudices amongst the elder football fans, the youth were unaffected by the past and naturally held positive feelings towards the future. It was with these audiences that FIFA and Wanda targeted through an 18 month online and offline campaign in China, culminating in the FIFA World Cup™ 2022 Qatar tournament. This included video storytelling from across multiple regions, a user-generated-content initiative, celebrity involvement, onsite production in Qatar, live Studio Shows from Shanghai, offline carnivals at Wanda Plazas and filming at the Final.
The campaign resulted in over thousands of visitors to the offline carnivals, 28+ million total video views, and new hope amongst the future generation of football fans in China.
Entry credits
- Tom Elsden, Senior Business Director, Mailman
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Award
Company
KAYO SPORTS
Summary
CLEAR STRATEGIC THINKING
In October, 2022 the T20 Cricket World Cup came to Australia.
The challenge Kayo faced was that every Australian game along with all the finals were also simulcast on Channel 9 for FREE!
We had to be clever with the strategy:
The Australian team was the only team that had every game free so we focused on the biggest multicultural cricketing communities in Australia from India, Pakistan, Afghanistan, New Zealand, England etc.
Now that we had a clear strategy, we needed some INNOVATIVE CREATIVE THINKING ....
Kayo Sports launched a new brand campaign featuring international cricket star David Warner, familiar voice Brett Lee and one unfortunate Indian Cricket Fan who was Kayo-less, who gambled on catching the action… and lost.
The campaign debuted during the NRL Grand Final to ensure that we were transitioning Footy fans into Cricket. However, we needed to go deeper into the Indian community and also secured the World Cup rights in Hindi as well. Taking the same broadcast that is seen in India.
THE RESULTS: The stand out was motivation with 8 in 10 non-users towards Kayo being motivated to sign up to Kayo after seeing the campaign. Successfully delivered our highest brand consideration score that Kayo has ever seen. On top of that of that it fast started our summer by getting in New Kayo Customers that helped drive record breaking viewership for the rest of our Cricket Summer.
Entry video
Entry credits
- Kim McConnie, Marketing Director, Kayo Sports
- Matthew Bartolo, Senior Marketing Manager, Kayo Sports
- John Matthews, Executive Director Partnerships, Kayo Sports
- Tim Micallef, Head of Media & Planning, Kayo Sports
- Jake Stopper, Team Lead , Special Group
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6
Technology-led Innovation
Company
Swiggy In Association with Affle's MAAS Platform & M&C Saatchi
Client
Swiggy and M&C Saatchi
Summary
Swiggy, an already popular on-demand convenience delivery network spread across 500 Indian cities aimed to create an awareness of the convenience of quick home deliveries or qCommerce, to encourage people to stay at home during the pandemic. The brand sought to provide customers with the daily necessities they need at their doorstep, through features such as Instamart, Genie, and Meat/Seafood in the post-pandemic era as well. Additionally, they wanted to attract quality users who would turn into frequent customers of the app.
Technology helped Swiggy run a truly effective campaign to meet its key objectives. The brand’s creative content was able to show a clear impact in terms of installs, registrations, and in-app transactions, making the results of their brand marketing efforts measurable. Additionally, the use of AI/ML-based precision helped them to acquire valuable users who would make multiple purchases through the app, resulting in a lower CAC and a higher ARPU.
Swiggy enabled technology to identify the right audience cohorts, high-affinity locations, and popular time windows when a user is likely to install and order on the app. Leveraging Affle's MAAS programmatic platforms, Swiggy identified the right audience demography for its qCommerce service and diversified the campaign across multiple channels where the targeted audience was most likely to convert.
Swiggy's campaign was extremely successful, resulting in a threefold rise in the amount of monthly first orders year-over-year, an increase of 100% in the number of monthly installations.
Entry video
Entry credits
- Siddharth Barman, Associate Director Global Marketing, Affles MAAS Platform
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Award
Company
INVNT APAC
Client
Circles.Life
Summary
Circles.Life “Be the Main Character” embodies a brand experience and activation that is driven by leading-edge technology, and immersive storytelling projected on unchartered territory. This project saw the launch of Australia’s first ever 3D billboard, providing groundbreaking insight into the way technology and data can evolve brands to create deeper connections with consumers in a metaverse-inspired world. This activation went where human interaction and technology had never been before in Australia, turning a static 2D billboard into a virtual stage, whilst sharing the voice of some of Australia’s most influential content creators and gaming influencers to spread messages of love, inclusivity, and diversity, whilst driving a global PR reach of 13,751,420 impressions.
Entry video
Entry credits
- MARKETING APAC, MARKETING, IVNNT APAC
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Company
Lotus in association with mediasmart, an Affle company
Client
Lotus Herbals
Summary
In the Summer of 2022, brutal heatwaves scorched parts of India in March and April with most regions recording their highest-ever temperatures in years. Lotus Herbals, a leading brand of herbal and natural cosmetic products with 25+ years of market presence wanted to promote its range of sunscreens and drive top-of-mind brand awareness and engagement among evolved 18-25-year-old females. Lotus leveraged mediasmart's cutting-edge technology for serving programmatic advertising through CTV and then retargeting on mobile using innovative banners to achieve their goals.
Entry video
Entry credits
- Sidhesh Kudalkar, Associate Director, mediasmart, an Affle company
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Company
Media.Monks
Client
Marriott International
Summary
Moxy Hotels aimed to launch with impact to stand out from APAC’s burgeoning hospitality industry. As a young and trendy brand for “Fun Hunters” and those who are young at heart, we saw an opportunity to create a hyper-digital campaign that tapped into Metaverse and gaming cues, to appeal to our young leisure travellers where they were already thriving.
OBJECTIVE: POSITION MOXY AS A SOCIAL HUB THAT CELEBRATES GAMING CULTURE
• Strengthen brand awareness and position its brand DNA in APAC as a lifestyle culture brand
• Drive engagement with Next Gen through passions of gaming sub-culture and broader interests of mainstream
• Inspire by the trend of Metaverse and leverage AR technology to establish Moxy on the forefront of Next Gen in hospitality industry
“Moxy Universe, Play Beyond” campaign channeled our “Play On” spirit even beyond conventional hotel stay. We broke boundaries to extend the physical hotel with the virtual world. At the push of the fingertips, one's Avatar can be born to travel across every Moxy Hotel in APAC.
Entry video
Entry credits
- Bart Buiring, Chief Sales & Marketing Officer | Asia Pacific, Marriott International
- Jennie Toh, VP - Brand Marketing & Brand Management | Asia Pacific, Marriott International
- Patricia Cheung, Senior Director, Brands & Destination Marketing | Asia Pacific, Marriott International
- Yiting Mao, Senior Manager, Brand & Destination Marketing | Asia Pacific, Marriott International
- Michele Lv, Senior Director, Brand PR & Comms | Asia Pacific, Marriott International
- Cynthia Lai, Senior Manager of Brand Management | Asia Pacific, Marriott International
- Chris Leung , Director of Brand Management | Asia Pacific, Marriott International
- Sarah Lipton, VP - Premium & Select Brand Marketing, Marriott International
- Caroline Goodness, Director, Select Brand Marketing, Marriott International
- Nicolette Harper, Global Vice President of Media, Marriott International
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Company
Merkle Singapore
Client
Income Insurance Limited
Summary
Income Insurance Limited (Income) currently serves 1.7 million Singaporeans. Like most companies in a regulated industry, Income found it difficult to transform legacy systems and processes into meaningful digitisation to create excellence in omnichannel customer experiences (CX).
As with all insurance companies, online and offline data sources predominantly come from outside agents, representatives and financial advisors, who play a significant role in building customer relationships on behalf of Income. This made unifying disparate data sources even more important to creating loyalty through impeccable CX.
Working with their digital agency, Merkle, and customer data platform (CDP) pioneer, Tealium, Income created a centre of excellence and migrated a significant proportion of customers into operationally-efficient online interactions.
Through digital transformation, Income:
1. Aligned disparate data sets
2. Allowed all silos to talk to each other
3. Unified offline and online data to create enriched data sets
4. Facilitated real-time hyper-personalisation at scale
5. Accelerated operational efficiency
6. Ensured adherence to Singapore’s strict data privacy law, the Personal Data Protection Act
2012
The results were groundbreaking. Year-over-year (YoY) figures between 2021/22 and 2022/23 illustrate the full story:
Income increased its market share and retained its position as the leading insurance company with the most market share
Income saw a 509% year-on-year growth through its campaigns
Early online renewal of car insurance grew from 44% to 72%
Early online renewal of motorcycle insurance grew from 52% to 68%
Entry credits
- Anny Huang, VP & Head of Digital Growth, Income Insurance Limited
- Jones Tay, Lead, Growth Platform and MarTech, Income Insurance Limited
- Jia Enn Lim, Digital Growth Executive, Income Insurance Limited
- Shaun Au Yong, Director, Data & Marketing Effectiveness, Merkle Singapore
- Shobham Singh, Associate Director, Analytics, Merkle Singapore
- Prerna Khatri, Senior Consultant, Marketing Automation and Loyalty, Merkle Singapore
- Sebastian Leow, Client Success Manager, Merkle Singapore
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Highly Commended
Company
dentsu one Taipei
Client
Yahoo
Summary
Yahoo TV has enhancing the immersive content experience since 2017 and has very strong solution by our virtual production technology. The virtual production blurred the line between real and virtual word. It's also the easiest way to get into metaverse. There are 3 advantages of Yahoo TV virtual production:Fast, easy to adjust on shooting spot, and no need post production.
In the past year, we had the findings that "Experience marketing" is the best way to deliver our immersive solutions. We chose 3 key VVIP clients to have the further advanced and exclusive immersive experience. All clients would join us in metaverse and be the part of the immersive creators.
Entry video
Entry credits
- WEIHUA PENG, Senior Marketing Manager, Yahoo
- Bull Hsu, Producer, Yahoo
- Hayley Wen, Executive Creative Director, dentsu one Taipei
- Will Chen, Associate Creative Director, dentsu one Taipei
- Joe Liao, Associate Creative Director, dentsu one Taipei
- Woody Huang, Senior Designer, dentsu one Taipei
- Cheryl Tou, Associate Vice President, dentsu one Taipei
- Paul Huang, Account Manager, dentsu one Taipei
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7
Social Purpose
Highly Commended
Company
The Hallway
Client
GOTCHA4LIFE FOUNDATION
Summary
Male suicide is Australia’s #1 public health problem for men. Statistics show that 1 in 8 men will experience depression in their lifetime and 1 in 5 will suffer from anxiety. But Australian men are notoriously reluctant to reach out for help and talk about their feelings when they’re struggling. Instead, they try to “man up” and keep their problems to themselves. The consequences of this are horrifying: every day in Australia an average of seven men take their own life. Our objective was to get men to actively re-evaluate their perceptions of “manliness” and normalise men talking about what they’re going through and so get them to seek help when they need it.
Entry video
Entry credits
- Simon Lee, Executive Creative Director/Copywriter, The Hallway
- Aldo Ferretto, Creative Director/Art Director, The Hallway
- Tim Wood, Copywriter, Freelance
- Iain MacMillan, Art Director, Freelance
- Dallas Woods, Copywriter & Singer, Freelance
- Tim Mottau, Head of Strategy, The Hallway
- Chris Murphy, Account Director, The Hallway
- Carolyn Starkey, Film Producer , The Hallway
- Michael Wilson, Producer , The Hallway
- Mat Rawnsley, Comms Strategist , The Hallway
- Jules Hall, CEO, The Hallway
- Gus Worland, Founder/Director, GOTCHA4LIFE FOUNDATION
- Savannah Fielder, Head of Marketing & Communications, GOTCHA4LIFE FOUNDATION
- Tom Campbell, Director, Good Oil
- Catherine Warner, Producer , Good Oil
- Sam Long, Executive Producer , Good Oil
- Sam Chiplin, DoP , Good Oil
- Cameron Bruce, Musical Director/Arranger , Good Oil
- Charlton Hill, Music Supervision , Uncanny Valley
- Justin Shave, Music Producer, Uncanny Valley
- Matt Perrott, Audio Post , Mighty Sound
- Phoebe Taylor, Editor , Arc Edit
- Olivier Fontenay, Colourist , Arc Edit
- Jennifer Cummins, Executive Producer , Heiress Films
- Jackie Turnure, Impact Producer, Heiress Films
- Hannah Watkins, Publicist , Heiress Films
- Elle Williams, Website Designer/Developer, Heiress Films
- Harrison Lochtenberg, Impact Coordinator , Heiress Films
- Abbey Cummins, Social Media Coordinator, Heiress Films
- Saarika Shah, Head of Industry Partnerships, UnLtd
- Chris Freel, CEO , UnLtd
- Rachel Troy, Chief Operating Officer , UnLtd
- Jason Maggs, Head of Initiative Impact & Senior Director of Strategy, Initiative
- Danielle Galipienzo, Director, Client Advice & Management, Initiative
- Melissa Fienne, CEO, Initiative
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Highly Commended
Company
Unitel
Summary
Mongolia is a country of less than 3.4 million people belonging to more than 20 different ethnic groups, each with its own unique customs and traditions, and different stories of how we came to be who we are today. Despite these differences, we all live in harmony and proudly call ourselves Mongols.
Naadam is the biggest celebration of this shared identity, unity, and independence, and an indistinguishable part of our cultural heritage. But Naadam has been slowly losing its appeal to younger Mongolians, and it no longer invokes as much joy and pride in them as it did in previous generations. This is a manifestation of a problem we’re facing all around the world – disconnectedness from one’s heritage.
We aimed to help bridging this gap and ignite Naadam spirit in younger generations, while contributing to the festive atmosphere for everyone.
Entry video
Entry credits
- Ariunmunkh Munkhjargal, Digital Marketing Manager, Unitel LLC
- Gan-Erdene Myagmar, Senior Designer, Unitel LLC
- Bishrel Khartsaga, Senior Social Media Specialist, Unitel LLC
- Enkhtsatsral Erdenechuluun, Senior Digital Marketing Specialist, Unitel LLC
- Anar Bayarsaikhan, Senior Analyst, Unitel LLC
- Oyundelger Khorloorinbuuchii, Planning Specialist, Unitel LLC
- Turbat Ganbold, Content Producer, Unitel LLC
- Orkhontuul Bat-Erdene, Designer, Unitel LLC
- Ryenchindorj Adiya, Designer, Unitel LLC
- Duurentuya Bayanbulgaa, Social Media Specialist, Unitel LLC
- Batdulguun Bat-Erdene, Innovation Specialist, Unitel LLC
- Enkhjargal Bat-orgi, Copywriting Officer, Unitel LLC
- Khatanbuuvei Chinzorig, Game Developer, Ordo Nomad Interactive
- Mergen Elbegsaikhan, Game 3D Character Designer, Ordo Nomad Interactive
- Uudam Chuluunbaatar, Video Producer, Grove Entertainment
- Yuruult Chuluunbaatar, Video Producer, Grove Entertainment
- Anand Bayarsaikhan, 3D Artist, Grove Entertainment
- Tsogoo Baatar, Music Composer, Jonon Mongolian Music band
- Sunder Battumur, After PR Marketer, Spot Agency
- Tuvshintur Mr., 3D Figure Artist, 3D Character Stylist
- Byambajargal Dambadarjaa, Mongolian Caligraphy Artist, Freelancer
- Daniel Schwartz, AR Filter Developer, Freelancer
- Bat-Ochir Mr., 3D Character Stylist, Freelancer
- Munkhzaya Ms., 3D Character Stylist, Freelancer
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Company
Edelman India
Client
KFC India
Summary
• A silent world: As per WHO estimates, there are 63 million hearing impaired people in India. Despite this whopping number, only a handful of India’s billion strong population is equipped to communicate with them.
• Creating equal seats at the table: KFC’s founder, Colonel Sanders, believed in creating a seat at the table for everyone, and it is this belief that drove the birth of KFC India’s Kshamata program - a focused effort towards feeding people’s potential. One of the key pillars under KFC Kshamata has been to support the speech and hearing-impaired community.
• A decade in the making: For over a decade, since 2008, KFC has been actively hiring speech and hearing-impaired individuals. In 2020, KFC announced that it is working towards doubling the footprint of Special KFCs in India, restaurants operated by hearing & speech impaired team members, to 70 restaurants, by 2024.
• Challenging the stigma of silence: On International Day of Sign Languages, 23rd September 2022, KFC India took the stories of the speech and hearing-impaired community outside its restaurants and into the world with the #SpeakSign campaign - an initiative aimed at creating awareness and acceptance for communication in Indian Sign Language.
Entry video
Entry credits
- Disha Gupta, Senior Account Executive , Edelman India
- Sasha Bahukhandi , Associate Vice President , Edelman India
- Karishma Gupte , F&B Sector Head , Edelman India
- Megha Bhatia , Senior Brand Manager , KFC India
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Company
RED2 DIGITAL
Client
National Volunteer & Philanthropy Centre (NVPC)
Summary
Giving.sg is a national giving platform in Singapore, supporting over 600 charities and non-profits.
In December 2022, we were tasked with turning around their fundraising campaign – in only 23 days. It was an ambitious brief, even for an agile agency.
Our research showed that Giving.sg resonated with our audience precisely because it was one place to support causes across Singapore. The platform supports a full range of charitable causes, across the entire country, as well as some internationally. We wanted to help, but we knew we had to act fast and act smart – to drive awareness first and then conversions.
To drive real impact and donations, we developed an innovative paid media campaign for Facebook, Instagram, TikTok, and Google Search, among others. Each ad featured politicians and celebrities, combining existing content reimagined, new bespoke messaging, and AI-created adaptations. Each is developed to be as effective as possible within strict time constraints, offering the perfect balance of customization, targeting, and efficiency.
Against all odds, the campaign was a huge success. The campaign proved highly successful, demonstrating the power of targeted paid media to drive meaningful social impact – and how marketing can change the world for the better.
Entry video
Entry credits
- Luke Janich, CEO, RED2 DIGITAL
- TAI LE, Operations Head, RED2 DIGITAL
- DAT NGUYEN, Digital Media Specialist, RED2 DIGITAL
- VU PHAM, Digital Media Specialist, RED2 DIGITAL
- LINH DANG, Digital Media Specialist, RED2 DIGITAL
- Nicole Amper, Account Manager, RED2 DIGITAL
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Company
Draftline
Client
AB InBev
Summary
Irresponsible drinking is often treated like a sport amongst friends. Social norms in drinking can lead people to drink more, drink quicker and have just one extra drink. These norms can lead to harmful, excessive drinking which can be fatal. Budweiser decided to do something about this and change this mindset.
Most communication regarding responsible consumption is seen as preachy & boring with negligible interest from consumers. We decided to do something about this and challenged the existing norm that made drinking look like a sport. Instead, we repositioned it as an “art” that can be learnt via right behaviours and actions. We spoke in a language that was fun and educational.
The message of “Smart drinking” was brought alive via artist collaborations that spoke about ‘THE ART OF DRINKING’.
We started with an objective to challenge existing social norms and establish Budweiser as a champion of responsible consumption. The campaign garnered earned media reach of 813k and earned media impressions of 990k. In addition, we received 400k interactions on Social and 3.2 Mn reach and 5.7Mn impressions through paid media. However, the biggest achievement was our Corporate Reputation moved from 56.8 to 63.3 – higher than our global scores!
Entry video
Entry credits
- Vineet Sharma , VP MARKETING & NBD INDIA , AB InBev
- Prithvi Bajaj , Senior Brand Manager, Budweiser , AB InBev
- Amrita Sarna, SM- COMMUNITY AFFAIRS & COMMS COMMUNICATIONS, AB InBev
- Shouvik Tarafder, Manager Creative DRAFTLINE & CONNECTIONS, AB InBev
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Award
Company
The Monkeys, part of Accenture Song
Client
The Government of Tuvalu
Summary
Tuvalu, a low-lying Pacific nation, is facing an impossible challenge. At the current rate of global sea level rise, the entire country will be submerged in decades.
Tuvalu has been calling for action for years, time has all but run out. As the ocean closes in, Tuvalu is forced to ask: What happens to a country without land?
In his speech at COP27, Minister Simon Kofe announced a radical plan for survival: Tuvalu will become the world’s first Digital Nation.
By recreating Tuvalu in the metaverse, piece-by-piece, the country can preserve its culture, history, and government services, long after its land disappears.
But the Digital Nation is also key to Tuvalu’s survival as a nation. International law currently dictates that a country needs a “defined physical territory” to exist, so Tuvalu risks becoming the first country to lose its sovereignty due to climate change.
The Digital Nation is at the centre of the fight for a new definition of statehood under international law, a way to protect Tuvalu’s sovereignty and place on the world stage.
The project’s launch reached 2.1billion people and 173 major global publications, pressuring leaders into action. A historic loss and damage fund for nations like Tuvalu was established at COP27. Already, nine different nations have agreed to legally recognise Tuvalu’s digital statehood, making the project not just a tragic climate adaptation strategy, but a powerful provocation for global action.
Tuvalu might be the world’s first Digital Nation, but without meaningful action, it won’t be the last.
Entry credits
- Mark Mark, Group CEO and Co-Founder, The Monkeys, part of Accenture Song
- Scott Nowell, Group Chief Creative Officer and Co-Founder, The Monkeys, part of Accenture Song
- Kezia Quinn, General Manager, The Monkeys, part of Accenture Song
- Tara Ford, Chief Creative Officer, The Monkeys, part of Accenture Song
- Barbara Humphries, Executive Creative Director, The Monkeys, part of Accenture Song
- Beth OBrien, Head of Innovation, The Monkeys, part of Accenture Song
- Cameron Bell, Creative Director, The Monkeys, part of Accenture Song
- Sam Dickson, Creative Director, The Monkeys, part of Accenture Song
- Alex Polglase, Senior Art Director, The Monkeys, part of Accenture Song
- Jake Ausburn, Senior Copywriter, The Monkeys, part of Accenture Song
- Penny Brown, Head of Production, The Monkeys, part of Accenture Song
- Tamera Wohl, Digital Producer, The Monkeys, part of Accenture Song
- Eva Godeny, Digital Design Lead , The Monkeys, part of Accenture Song
- Hugh Munro, Head of Planning, The Monkeys, part of Accenture Song
- Lucy Sundberg, GTM & Strategy Director, Sustainability Studio, Accenture Song
- Glenn Stewart, Director, Collider
- Karen Bryson, EP/Producer, Collider
- Rachael Ford-Davies, Managing Director, Collider
- Glenn Stewart, 3D Animation, Collider
- Joseph Harper , Additional Vfx, Collider
- Matt Fezz, Colourist, Collider
- Leliani Abels , CEO, Thrive
- Nathan McGregor , Senior Account Director , Thrive
- Tess McDonald , Senior Account Manager , Thrive
- Anna Laskaris , Senior Account Manager , Thrive
- Maddy Beck , Senior Account Executive , Thrive
- Sarah Nguyen , Account Coordinator , Thrive
- Sophie Thomason , Account Coordinator , Thrive
- Surya Winata , Tech Lead , Accenture Song
- Accenture Song The , React Developer , Accenture Song
- Steve Deng , React Developer , Accenture Song
- Ryan Dickinson, Creative Director, MassiveMusic
- Haydn Walker, Composer, MassiveMusic
- Simon Kane, Sound Designer, MassiveMusic
- Katrina Aquilia, Executive Producer, MassiveMusic
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Company
bKash Limited
Summary
bKash is a Mobile Financial Services provider in Bangladesh, with a vision to drive mass financial inclusion. bKash aimed to provide non-curriculum books to underprivileged children around Bangladesh with the intention to facilitate access to reading books. The main challenge was identifying and reaching the children who needed them the most. Additionally, promoting the initiative and encouraging people to donate books were crucial to its success. Since 2014, bKash, in collaboration with Bishwo Shahitto Kendra, distributed over 260,000 books which benefited 2.7 million under-privileged children. 20,000 copies of graphic novel "Mujib" have been distributed to more than 500 schools to celebrate the birth centenary of the Father of the Nation. bKash arranged book donation opportunity at the Book Fair premises by installing book collection booths that worked as a bridge between the ones who want to donate books and those children who do not have the scope to get books other than their curriculum. The fair itself enabled around 1,48,000 book donations, in association with Obhizatrik Foundation and Prothom Alo Trust till now. The book donation audio-visual received over 2 million views and reached over 3.4 million people on Facebook alone, with over 8.6 million impressions. The initiative also received significant PR coverage, valued at USD 870,845. (based on dollar rate at 04.04.2023) By providing access to books, bKash has given these children the opportunity to dream big and succeed later in life. As a responsible brand, bKash will continue to work towards creating a brighter future.
Entry video
Entry credits
- Shamsuddin Haider, EVP & Head of Department, Corporate Communications & PR, Communications, bKash Limited
- Mahfuz Sadique, Chief Communications Officer, bKash Limited
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5
Search
Company/Agency
Wavemaker
Client
L'Oréal
Executive summary
The Covid-19 pandemic turbocharged the growth of online shopping, allowing shoppers to visit dozens of shops at once and compare before clicking “buy now”, all without stepping out of the house. Pre-Covid, 85% of beauty product purchases [1] took place in-store, and because of Covid 30% of the beauty-industry market was shut down. [2] Three years after the start of the pandemic, in-store shopping is on the rebound as in-store promotions drive valuable human connections and customer foot traffic. For skin brand Kiehl’s, enticing customers back to bricks-and-mortar stores is an essential part of the brand experience. Since the opening of its first store in New York in 1851, Kiehl’s has driven strong brand salience through its apothecary in-store experience – think retail assistants in white lab coats giving out expert advice, driving sampling and purchase from in-depth consultations around personalised routines and derma-readings. This all helps reiterate to the customer that Kiehl’s is driven by science. With in-store customer shopping making a comeback, Wavemaker was put to the challenge to connect Kiehl’s offline in-store sales to online activity and implement a true omnichannel approach. This way, activations could be accurately measured and attributed across the customer journey. Beauty may be in the eye of the beholder, but there is little debate when it comes to the long-term attractiveness of an omnichannel approach. The PMAX for Store Goals Campaign led to a 42% YoY increase in in-store revenue December 2022, with Kiehl’s now considering running it as an always-on
Entry credits
- Katherine Williams, National Head of Search, Wavemaker
- Jorge Vitug, Search Director, Wavemaker
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Award
Company/Agency
Performics India
Client
MAP & Converse Indonesia
Executive summary
In recent years, shoppers in Indonesia showed a growing reluctance to buy goods from online marketplaces due to the fear of receiving fake products. Hence, Converse decided to start a Direct-to-Commerce website in the country to enable its customers to buy genuine athleisure products directly from the brand. The objective was to divert sneaker enthusiasts in Indonesia to Converse.ID while also maintaining cost efficiency.
Since search is the most important channel for discoverability and conversions for Converse.ID, we focused on identifying opportunities to maximize SERP presence and overcome high competition from marketplace giants.
By combining SEO and SEM activities, we targeted high intent and search volume keywords for the brand explorers and loyalist group. We worked on developing templates and frameworks that could be used for each keyword. The Performics team also created a roadmap of pages that needed to be optimized for better conversion and quality score.
OneSearch – the SEO and SEM integration framework – was executed in phases. It helped us achieve improvements across search metrics as well as overall business numbers. Converse D2C revenue contribution in Indonesia went from 31% to 43% with improvements across search metrics in paid and organic. Despite a competitive Q4 '22, Cost-Per-Clicks reduced by 32% and impression share increased from 72% to 92%. The Performics team’s strategy also saved 28% of the budget while achieving 14% higher sessions and 71% higher revenue on overall search.
Entry credits
- Saurabh Yadav, Senior Business Manager, Performics India
- Jatin Shetye, Senior Business Manager, Performics India
- Chintan Shroff, Associate Director, Performics India
- Farzeen Khan, Director, Performics India
- Pooja Bajaj, Group Head, Performics India
- Aastha Verma, Analyst, Performics India
- Neha Ture, Business Manager, Performics India
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Highly Commended
Company/Agency
RED2 DIGITAL
Client
Marina Bay Sands Singapore
Executive summary
Marina Bay Sands (MBS) is one of the world’s leading resorts. Based in Singapore, MBS operates in an increasingly competitive landscape as it and other tourism-powered businesses have struggled since the pandemic.
Other longer-term trends have meant that MBS’ direct bookings have dropped over time. Namely, the rise of online travel agencies (OTAs). These platforms focus on fuss-free comparisons and have quickly become the preferred way for travellers to make bookings.
Our challenge was to drive direct bookings to the MBS site. To do it, we developed a smart SEO content strategy that fused insights, real-time keyword research, and content marketing – to drive conversions in the most effective way possible. We blended performance and content to outthink rather than outspend the OTAs. We leveraged Google, the most popular search engine in the world, and focused on organic performance as our main channel to build long-term success. This was in stark contrast to OTAs who prioritize paid performance in their marketing communications.
So what were the results?
The campaign dramatically increased bookings for MBS’ and generated significant revenue by implementing a modern ‘performance content’ approach. While SEO has always been a long-term strategy resulting in gradual traffic growth and ranking results, MBS broke through digital marketing conventions, combining performance and content, to achieve long term, lasting results.
NOT FOR PUBLICATION
Entry credits
- Luke Janich, CEO, RED2 DIGITAL
- TAI LE, Operations Head, RED2 DIGITAL
- Khoa Pham, SEO Specialist, RED2 DIGITAL
- Madz Rausa, Account Director, RED2 DIGITAL
- JASON JOSEPH, Creative Director, RED2 DIGITAL
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Company/Agency
Primal Digital Agency
Executive summary
The client, a leading manufacturer and distributor of gelatin powder in Thailand has been an important part of Thai cooking to please everyone in the house. As such, the client did not have a problem with brand awareness.
The challenge was that awareness is decreasing as new players come into the market with better website layout and content, while the client website was built as a corporate website, with few pages.
Instead of advertisements across all digital platforms, we decided to do things differently. Primal Digital Agency came on board and rebuilt the website to be an answer to all customer's ideas with Thailand’s leading manufacturer and distributor of gelatin powder.
Campaign Date: Feb 2022 - Aug 2022
Primal’s Organic Search team was tasked with bringing the brand’s organic search results to life, leveraging its known brand name offline to online. Our campaign objectives included:
To increase awareness
Drive organic traffic to their website
Increase B2B conversion
Primal developed a content marketing strategy with quality keyword research to help the client increase visibility from their target audience. Primal SEO specialist's strategy also looked at these critical aspects:
Outreach (Link-Building help increase the credibility of a website)
Website Optimisation (Optimising their website with SEO best practices to rank higher on Google SERP from technical fixes to content optimisation)
Content (Constant content that is categorised under “Recipes” and “Blog” on the website)
Achievement (6-months after onsite completion):
1,159% increase in overall conversions
434% increase in organic traffic
456% increase in new users
Entry credits
- Mulcharee Sangsawang, Account Manager, Primal Digital Agency
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Company/Agency
Tug Agency
Client
Merlin Entertainments – SEALIFE Sydney Aquarium
Executive summary
The entertainment and tourism industry faced unprecedented challenges during the pandemic. Merlin Entertainments needed innovation to recover its customer base and revenue streams. Merlin turned to Tug for its expertise in creating SEO solutions to increase brand awareness and discovery through generic search, drive new customer acquisition and boost conversions for the iconic SEALIFE Sydney Aquarium.
Tug crafted a comprehensive strategy, connecting with people through broader search queries, building on Merlin's existing authority, and promoting meaningful educational content. By targeting lifestyle-based (things to do) search queries, Tug made SEALIFE more accessible and appealing to wider customer discovery, ensuring it appeared for broader search terms within the consideration stage of a user’s journey.
Leveraging Merlin's existing reputation, Tug strengthened customer engagement and attracted new visitors by showcasing the company's authority and expertise. While people craved hope and positivity, Tug highlighted SEALIFE’s aquatic life and conservation efforts, positioning the attraction as responsible and environmentally conscious.
As a result, visibility for activity and lifestyle keywords increased from almost 0% to 17% of total customer traffic, and the promotion of educational content led to a 20% increase in natural backlinks, further solidifying SEALIFE’s authority, now across broader search terms.
Tug’s ground-up approach led to an overall increase in share of voice (visibility) from 23.85% to 37.53% equating to a 14% uplift across all tracked keywords and themes.
This increase in visibility resulted in a 120% increase in organic traffic (from 390 tracked keywords), increasing from 43.2K to 95.2K
Entry credits
- Alex Whalley, SEO Director, Tug Agency
- Matt Newman, Head of Ecommerce - APAC, Merlin Entertainments
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3
Design/Brand
Company
Disney Star
Client
Star Kiran
Summary
OBJECTIVE: To create a rooted yet progressive Oriya GEC & Movie Channel with cultural pride, which is youthful, vibrant and has a sense of hope and optimism. Also, to enable the women of Odisha to be progressive and realise their true potential, without alienating their families.
STRATEGY: Odisha is truly a land of celebration, with more major festivals in a year than anywhere else in India. Each festival stemming from a long and rich heritage of tradition and community. This approach borrows from some of the key values and elements from these occasions, reflecting the people and culture of the state.
RESULTS: The channel launched to resounding success. The organic, hand-drawn feel, vibrant and warm, earthy colours and familiar elements from their daily lives, resonated strongly with the audience and made them feel that this channel is truly their own.
Entry credits
- Varun Chawla, Creative Director, Disney Star
- Viraaj Braganza, Associate Creative Director, Disney Star
- Habib Shaikh, Associate Creative Director, Disney Star
- Khushdeep Kaur, Art Director, Disney Star
- Khayali Pandya, Art Director, Disney Star
- Vaibhav Pulekar, Art Director, Disney Star
- Syed Atif Husain, Art Director, Disney Star
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Award
Company
Octagon
Client
Mastercard
Summary
The women’s Rugby World Cup 2021 in Aotearoa (New Zealand) was one of the biggest sporting events in 2022. As a sponsor, technology brand Mastercard had a platform to showcase its innovation credentials – and use the ‘Player of the Match’ (POTM) Trophy as a way to inspire the next generation of female rugby players.
Problem was, Mastercard wasn’t top of wallet in Aotearoa, making demonstration of brand relevance and participation in the market critical. So, Mastercard needed to activate POTM with a cultural lens, reinforcing their commitment to the local market, as well as reaching the hearts & minds of sports fans in Aotearoa, demonstrating the brand’s understanding of the country and its culture.
Sonic branding is a powerful element of the Mastercard brand, and oral history is an important part of Māori culture. With audio such an important overlap between both, we tapped upon it - transforming the Rugby World Cup 2021 ‘Player of the Match’ (POTM) trophy into an authentic, audible memento.
Every trophy contained the live sounds of the match – young female superfans’ passionate voices, play-by-play broadcast commentary, and the electric energy of the stadium – which was captured and mixed in real-time at the Mastercard Sonic Studio, before it was embedded within the trophy, and gifted to every Player of the Match, minutes after the final whistle, as a priceless memory.
Entry video
Entry credits
- Lizi Hamer, Executive Creative Director, Octagon
- Alessia Ferrier, Art Director, Octagon
- Louise Ferguson, Client Services Director, Octagon
- Jessica Ramsey, Senior Account Manager, Octagon
- Aaron Klos, Account Manager, Octagon
- Fleur Massey, Account Director, Octagon
- Jodie Stuart, Senior Account Manager, Octagon
- James Thompson, Senior Account Manager, Octagon
- Hayley Smith, Account Manager, Octagon
- Taine de Alwis, Account Executive, Octagon
- André Alcantara, Art Director, Octagon
- Vanessa Tan, Copywriter, Octagon
- Neil Sura, Planning Director, Octagon
- Ella Barnett, Strategist, Octagon
- Simone Errey, Managing Director, Octagon
- Joanne Warnes, Managing Director SEA, Octagon
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Highly Commended
Company
Le Pub APAC
Client
Tiger Beer (The Heineken Company)
Summary
TWO GIANTS MEET: SINGAPORE’S NATIONAL DAY AND TIGER’S 90TH ANNIVERSARY
August 2022 was a crucial period for Tiger Beer as this month commemorated the brand’s 90th anniversary and Singapore’s National Day. Given the closeness and strong linkage of both events, we needed people to see and take part in our celebration for these two big occasions to drive relevance and amplify brand equity for Tiger Beer.
To celebrate both milestones, the brand shared its most valuable asset, the Tiger, with Singapore’s iconic Merlion - a mythical fish and lion hybrid creature representing the country’s history and origins. The introduction of these two icons empowered Tiger Beer to create an excitingly new limited edition packaging that was launched all over Singapore in the month of August.
Generated 93% reach, with over 91 million media impressions
- The was design picked up by various media, increasing PR value by 35% from the previous year
- 19% higher overall volume of beer sold during August and September 2022, versus average monthly sales
- #1 brand power in Singapore, the biggest gainer in Gen Y, and Gen Z across brand values. Overtaking competitors as the most meaningful brand. (previously 3rd)
- Picked for Top 50 Packaging of 2022 by Packaging of the World
Entry credits
- Sean O’Donnell, Global Brand Director, Tiger®, Tiger Beer (The Heineken Company)
- Melissa Teoh, Global Marketing Manager, Communications & Digital, Tiger®, Tiger Beer (The Heineken Company)
- Willem van den Wijngaart, Global Marketing Manager, Market & Channel, Tiger®, Tiger Beer (The Heineken Company)
- Faye Wee, Global Marketing Manager, Innovation, Design Experiences, Tiger®, Tiger Beer (The Heineken Company)
- Gerald Yeo, Director, Marketing, Tiger®, Tiger Beer (The Heineken Company)
- Yogender Sharma, Marketing Manager, Tiger®, Tiger Beer (The Heineken Company)
- Sze Ling Jen, Senior Brand Manager, Tiger®, Tiger Beer (The Heineken Company)
- Donavon Ng, Brand Manager, Tiger®, Tiger Beer (The Heineken Company)
- Dawn Lee, Brand Manager, Tiger®, Tiger Beer (The Heineken Company)
- Ajay Vikram, Chief Creative Officer, Southeast Asia, Le Pub APAC, Le Pub APAC
- Cyril Louis, Executive Creative Director, Le Pub APAC, Le Pub APAC
- Joaquim Laurel, Executive Creative Director, Digitas, Le Pub APAC
- Henrique Zirpoli, Creative Director, Le Pub APAC, Le Pub APAC
- Ivan Loos, Creative Director, Le Pub APAC, Le Pub APAC
- Rudy Zulkifly, Associate Creative Director, Le Pub APAC, Le Pub APAC
- Janath Gamage, Senior Art Director, Leo Burnett, Le Pub APAC
- Shalom Wong, Senior Project Manager, Le Pub APAC, Le Pub APAC
- Prema Alexander, Planning Director, Le Pub APAC, Le Pub APAC
- Ross Henderson, Vice President, Global Clients, Le Pub APAC, Le Pub APAC
- Angelina Tan, Business Director, Le Pub APAC, Le Pub APAC
- Lins Khoo, Account Director, Le Pub APAC, Le Pub APAC
- Vanessa Liu, Senior Account Manager, Le Pub APAC, Le Pub APAC
- Kinzah Iqbal, Senior Account Manager, Le Pub APAC, Le Pub APAC
- Jing Wei Goh, Senior Account Executive, Le Pub APAC, Le Pub APAC
- Erika Tay Qi Yin, Illustrator,
- WhyBD , Packaging FA, WhyBD
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7
Creative
Company
HOGARTH WORLDWIDE
Client
Singtel
Summary
How does one create relevance for innovations poised to change society, such as Singtel’s nascent
Singtel 5G network and Apple’s newest iPhone?
By tying it to the heart of society – families.
In Asian cultures, outwardly expressing affection simply isn’t done. Yet, those ties can be just as powerful.
Foregoing displays of technical prowess, we spun an emotional tale of how Singtel 5G and the iPhone 13 amplify connections, bridging a father and son’s relationship.
We brought our audiences through an emotional experience, drove strong brand impression [increased consideration for 5G adoption by 15%] and excellent next step intents [increase purchase intent for Apple devices by 12%]; establishing Singtel as a major player in public opinion.
Entry video
Entry credits
- Jessica Quek, Group Account Director, Hogarth Worldwide
- Edwin Leong, Creative Director, Hogarth Worldwide
- Giap How Tan, Associate Creative Director, Hogarth Worldwide
- Rafiz Raman, Senior Art Director, Hogarth Worldwide
- Wesley Yang, Copywriter, Hogarth Worldwide
- Harish Nambiar, Associate Director, Singtel
- Shir Li Low, Marcom Manager, Singtel
- Calvin Bong, Associate Director, Singtel
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Company
Hogarth Worldwide
Client
Singtel
Summary
How do you sell WiFi innovation to consumers who just want a cheaper plan? By using emotion.
Singtel is Singapore’s leading broadband provider. However, as technology costs rise and competitors drastically cut prices, we risked significant erosion to a $600M market.
Instead of communicating functionally, we reprioritised investments, to re-established brand equity by forging an emotional bond with consumers.
We showed how Singtel WiFi 6 brings harmony into homes through a dynamically choreographed campaign.
The result?
Our campaign evoked intense positive emotions amongst 62% of audience (+34% vs norm). And intense positive emotions more prevalent amongst our audiences.
To top it off, an 11x uplift in sales and harmonious homes throughout SG.
Entry video
Entry credits
- Jessica Quek, Group Account Director, Hogarth Worldwide
- Joy Cheok, Account Manager, Hogarth Worldwide
- Edwin Leong, Creative Director, Hogarth Worldwide
- Giap How Tan, Associate Creative Director, Hogarth Worldwide
- Fayth Foo, Art Director, Hogarth Worldwide
- San San Cheong, Copywriter, Hogarth Worldwide
- Lynette Poh, Head of MarComm, Singtel
- Adrian Ang, Design Lead, Singtel
- Alex Chong, MarComm Manager, Singtel
- Ariel Jin, Design, Singtel
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Company
Animal
Client
AB InBev
Summary
In India, Budweiser is the No. 1 premium beer brand and is leading beer category brand health. Our product story is unique- Compared to average beers that are brewed for 14 days, Budweiser is brewed for 21 days. It was essential to bring out this functional benefit in a sharp and distinctive manner.
In a world that often glorifies overnight success stories, Budweiser believes that greatness can only be achieved over nights. Not overnight. We are the champions of the hustlers who are onto the path of greatness. Our campaign was a representation of one such story – Indian Film industry’s breakout movie star: Siddhant Chaturvedi. Siddhant had multiple struggles before he became a big movie star. By chronicling his hustle story, we shared our story with everyone of how a king is “Made over Nights” and not overnight.
The film launched on a floating billboard in Mumbai while the actor was surrounded by his childhood friends who supported him in his hustle journey. The campaign was received positively by consumers and industry stakeholders like media publications and journalists. They celebrated the fact that an actor was showing his true and authentic self to the world with his real friends that supported him in his hustle journey.
We overachieved on Volume and Net revenue, Overall earned impressions 19M and Earned PR – 6M against target of 2M.
Entry video
Entry credits
- Vineet Sharma, VP MARKETING & NBD INDIA, AB InBev
- Ankit Kataria, Connections Director MARKETING & NBD, AB InBev
- Prithvi Bajaj, Senior Brand Manager, Budweiser, AB InBev
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Award
Company
The Monkeys, part of Accenture Song
Client
The Government of Tuvalu
Summary
Tuvalu, a low-lying Pacific nation, is facing an impossible challenge. At the current rate of global sea level rise, the entire country will be submerged in decades.
Tuvalu has been calling for action for years, time has all but run out. As the ocean closes in, Tuvalu is forced to ask: What happens to a country without land?
In his speech at COP27, Minister Simon Kofe announced a radical plan for survival: Tuvalu will become the world’s first Digital Nation.
By recreating Tuvalu in the metaverse, piece-by-piece, the country can preserve its culture, history, and government services, long after its land disappears.
But the Digital Nation is also key to Tuvalu’s survival as a nation. International law currently dictates that a country needs a “defined physical territory” to exist, so Tuvalu risks becoming the first country to lose its sovereignty due to climate change.
The Digital Nation is at the centre of the fight for a new definition of statehood under international law, a way to protect Tuvalu’s sovereignty and place on the world stage.
The project’s launch reached 2.1billion people and 173 major global publications, pressuring leaders into action. A historic loss and damage fund for nations like Tuvalu was established at COP27. Already, nine different nations have agreed to legally recognise Tuvalu’s digital statehood, making the project not just a tragic climate adaptation strategy, but a powerful provocation for global action.
Tuvalu might be the world’s first Digital Nation, but without meaningful action, it won’t be the last.
Entry credits
- Mark Mark, Group CEO and Co-Founder, The Monkeys, part of Accenture Song
- Scott Nowell, Group Chief Creative Officer and Co-Founder, The Monkeys, part of Accenture Song
- Kezia Quinn, General Manager, The Monkeys, part of Accenture Song
- Tara Ford, Chief Creative Officer, The Monkeys, part of Accenture Song
- Barbara Humphries, Executive Creative Director, The Monkeys, part of Accenture Song
- Beth OBrien, Head of Innovation, The Monkeys, part of Accenture Song
- Cameron Bell, Creative Director, The Monkeys, part of Accenture Song
- Sam Dickson, Creative Director, The Monkeys, part of Accenture Song
- Alex Polglase, Senior Art Director, The Monkeys, part of Accenture Song
- Jake Ausburn, Senior Copywriter, The Monkeys, part of Accenture Song
- Penny Brown, Head of Production, The Monkeys, part of Accenture Song
- Tamera Wohl, Digital Producer, The Monkeys, part of Accenture Song
- Eva Godeny, Digital Design Lead , The Monkeys, part of Accenture Song
- Hugh Munro, Head of Planning, The Monkeys, part of Accenture Song
- Lucy Sundberg, GTM & Strategy Director, Sustainability Studio, Accenture Song
- Glenn Stewart, Director, Collider
- Karen Bryson, EP/Producer, Collider
- Rachael Ford-Davies, Managing Director, Collider
- Glenn Stewart, 3D Animation, Collider
- Joseph Harper , Additional Vfx, Collider
- Matt Fezz, Colourist, Collider
- Leliani Abels , CEO, Thrive
- Nathan McGregor , Senior Account Director , Thrive
- Tess McDonald , Senior Account Manager , Thrive
- Anna Laskaris , Senior Account Manager , Thrive
- Maddy Beck , Senior Account Executive , Thrive
- Sarah Nguyen , Account Coordinator , Thrive
- Sophie Thomason , Account Coordinator , Thrive
- Surya Winata , Tech Lead , Accenture Song
- Accenture Song The , React Developer , Accenture Song
- Steve Deng , React Developer , Accenture Song
- Ryan Dickinson, Creative Director, MassiveMusic
- Haydn Walker, Composer, MassiveMusic
- Simon Kane, Sound Designer, MassiveMusic
- Katrina Aquilia, Executive Producer, MassiveMusic
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Company
VICE Media
Client
Budweiser
Summary
‘The world survives on hope, and if we didn’t have hope, we wouldn’t play football.’ Author & Sports Journalist Jaydeep Basu’s words sum up FIFA World Cup global sponsor Budweiser and VICE Media’s The Indian Football Story Campaign 2022 ethos: to bring the once immensely-revered sport to the forefront after being on the sidelines for decades. The campaign endeavoured to remind India of her rich footballing history and the On/Off relationship with the FIFA World Cup through a three-part docuseries, The Indian Football Story | The World is Yours to Take, on VICE Asia’s YouTube channel, its trailers on Instagram and Facebook, informative carousel posts, and an article on vice.com, Here’s Why India Qualifying for the FIFA World Cup is Not a Distant Dream.
The campaign connected with football fans across India through sharing knowledge, sparking conversations, and inspiring followers to rediscover the sport. Spanning under 3 months, it created an impactful journey of decades through robust research, archival footage, interviews with sports historians, journalists and writers, and current star players Bhaichung Bhutia and Sunil Chhetri. It debunked the myth around why India failed to participate in the 1950 FIFA World Cup, reiterated India’s bright future in football and that she must show her might at the tournament once again.
Garnering 10M+ video views, 75M impressions for the docuseries, and 1.6B impressions for the brand, the campaign hinted at India’s voracious appetite for football and that being on the FIFA World Cup turf is not a distant dream indeed.
Entry video
Entry credits
- Ankit Kataria, Director - Draftline and Connections, AbInBev
- Prithvi Bajaj, Senior Marketing Manager, Budweiser
- Vineet Sharma, VP Marketing, AbInBev
- Joshua Sequeira, Creative Director, VICE Media
- Saloni Dukle, Manager - Brand Partnerships, VICE Media
- Jayant Shankar, Senior Project Manager Lead, VICE Media
- Prateek Chhillar, Director - Brand Partnerships, VICE Media
- Rohit Tugnait, Commercial Director, VICE Media
- Palvisha Aslam, Executive Producer, VICE Media
- Mahesh Nair, Director, -
- Ayesha Anna Ninan, Editor, -
- Sandeep Menon, Line Producer, -
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Company
Hogarth Worldwide
Client
Singtel
Summary
Travelling is finally back in season after a 3-year pandemic hiatus. How can a local telecommunications company remain relevant and top of mind when Singaporeans can’t wait to leave the country? By providing seamless data roaming services globally, Singtel ReadyRoam allows Singaporeans to fully enjoy their holiday overseas trips with a peace of mind.
In a series of upbeat video spots and fun creative works that span across digital, social, and OOH touchpoints, we showed Singaporeans what freedom in travelling could be like when they travel with Singtel’s data roaming service, ReadyRoam.
Entry credits
- Edwin Leong, Creative Director, Hogarth Worldwide
- Giap How Tan, Associate Creative Director, Hogarth Worldwide
- Rafiz Raman, Senior Art Director, Hogarth Worldwide
- Deanne Goh, Junior Art Director, Hogarth Worldwide
- San San Cheong, Copywriter, Hogarth Worldwide
- Jessica Quek, Group Account Director, Hogarth Worldwide
- Joy Cheok, Account Manager, Hogarth Worldwide
- Sook Li Lee, MarComm, Singtel
- Lynette Poh, Head of MarComm, Singtel
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Highly Commended
Company
ZALORA
Summary
ZALORA, Asia’s Fashion Expert and global leader in performance and lifestyle apparel, and Adidas, partner to present The Supermart. The pop-up store hosts an exclusive Adidas range, and playfully makes a tongue-in-cheek reference to ZALORA as an e-commerce marketplace in its supermarket concept. Driven by ZALORA in collaboration with Adidas, this project was designed to strengthen Adidas’ presence on the platform and reinforce ZALORA as a strong brand partner.
Entry video
Entry credits
- Neha Bhasin, Brand Communications Director, ZALORA
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3
Travel and Tourism
Company
Dentsu, iProspect
Client
Accor Hotels
Summary
With travel restrictions in Southeast Asia easing, a renewed hospitality market is emerging. Traveler behavior has been drastically affected, causing pent-up travel demand, giving birth to a massive wave of revenge travelers, which is bound to impact the way Accor envisions its acquisition strategy.
Discover Asia Like Never Before campaign was set out to achieve 2 objectives through 2 campaign bursts, first was to maximize room bookings made to Southeast Asia, second was to increase customer lifetime value by acquiring new members as based on Accor’s 2022 Business Review, past bookers and Accor loyalty members on average generate 2.6x higher revenue vs non-members.
This called for a revamp in Accor’s marketing strategy. Gone were the days of utilizing the outdated 3-Tier traditional marketing funnel where the journey ends the moment a user books. This campaign demonstrates brilliance in marketing strategy whereby Accor curated its version of a modernized ‘Bow Tie’ marketing funnel instead of a 3-Tier traditional funnel which extends beyond the conversion stage. It sees the potential of newly converts to be Accor brand advocates by registering for Accor’s membership which aims to achieve retention through this 360-user journey.
This marketing strategy had not only met, but exceeded its planned booking targets by +530%, generating an astounding +$37mil in booking revenue at 2x greater CPA efficiency vs forecasted. Accor also managed to recruit 7,870 new Accor members, further increasing customer lifetime value, and achieved 130x return on ad spend which sets an all-time high ROAS record for Accor!
Entry video
Entry credits
- Zahidah Zain, Performance Associate Manager, iProspect
- Michelle Tan, Performance Executive, iProspect
- Ber Han Ong, Senior Client Manager, iProspect
- Sarah Guichard, Client Director, iProspect
- Stephanie Simmons, Associate Client Partner, iProspect
- Sanket Sasane, Director of Paid Media, Accor
- Izaac Chan, Paid Media Manager, Accor
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Award
Company
ONE Esports
Client
Marriott
Summary
ONE Esports and Marriott Bonvoy successfully targeted Asia's rapidly growing esports fan base through a unique 15-episode talk show series, Gamer's Paradise.
The show exceeded its viewership target, garnering over 13,000,000 views and 56,000,000 impressions across social media and digital platforms. It combined the best of gaming, esports, and travel and provided viewers with an immersive experience of premium travel destinations through the lens of gaming culture. Premiered in July 2022, the show aired on multiple platforms, including YouTube, Facebook, Twitch, and AfreecaTV, and featured 50 top esports content creators, professional gamers and key influencers. Marriott Bonvoy's brand storytelling was seamlessly integrated into the show, showcasing the unique selling points of 15 Marriott hotel properties across six countries in Asia.
The show's success was reflected in positive fan sentiment around the Marriott Bonvoy brand, as evidenced by the significant increase in click-throughs and traffic to Marriott Bonvoy's platform. Gamer's Paradise successfully positioned Marriott Bonvoy as the go-to travel lifestyle brand for esports fans.
Entry video
Entry credits
- Carlos Alimurung, CEO, ONE Esports
- Danielle Tan, Production Lead, ONE Esports
- Trent Davis, Senior Social Media Manager, ONE Esports
- Colinn Shae, Partner Manager, ONE Esports
- Mika Fabella, Creative Producer, ONE Esports
- Melissa Chue, Manager, Events & Community Marketing, ONE Esports
- Mark Cervantes, Consultant, ONE Esports
- Kaye Yeo, Senior Manager, GSKA, ONE
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Highly Commended
Company
Marriott International / Media.Monks
Client
Marriott International
Summary
Moxy is a young and trendy brand for travelers who are young at heart - we call them the Fun Hunters. As a relatively new brand in APAC, having only entered the market in 2017, Moxy needed to make a splash with its 2021 China launch and focus on dramatically increasing brand awareness and establishing a compelling positioning with fast-growing GenZ consumers. With the ambition to triple property footprint within the next 5 years, we had to make some noise.
So in 2022 summer, Moxy took the rising trend of Metaverse and gaming culture, and gave its own spin, creating a first-of-its-kind campaign in the APAC hospitality market.
Introducing, “Moxy Universe, Play Beyond”, an integrated campaign that broke the boundaries between offline and online, bringing a hotel experience designed especially to delight, capture and win the hearts of fun-loving GenZ consumers.
Entry video
Entry credits
- Bart Buiring, Chief Sales & Marketing Officer | Asia Pacific, Marriott International
- Jennie Toh, VP - Brand Marketing & Brand Management | Asia Pacific, Marriott International
- Patricia Cheung, Senior Director, Brands & Destination Marketing | Asia Pacific, Marriott International
- Yiting Mao, Senior Manager, Brand & Destination Marketing | Asia Pacific, Marriott International
- Michele Lv, Senior Director, Brand PR & Comms | Asia Pacific, Marriott International
- Cynthia Lai, Senior Manager of Brand Management | Asia Pacific, Marriott International
- Chris Leung , Director of Brand Management | Asia Pacific, Marriott International
- Sarah Lipton, VP - Premium & Select Brand Marketing, Marriott International
- Caroline Goodness, Director, Select Brand Marketing, Marriott International
- Nicolette Harper, Global Vice President of Media, Marriott International
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5
Media
Highly Commended
Company
Dentsu, iProspect
Client
Accor Hotels
Summary
In a highly saturated Southeast Asia (SEA) post-pandemic travel recovery market whereby multiple competing brands are trying to nibble on the market share, it is imperative for Accor to curate a digital media recipe tailored for each stage of the marketing funnel.
Accor needed an amalgamation of media solutions that would allow to fulfil 2 key objectives for its Discover Asia Like Never Before campaign through 2 bursts. The first campaign burst was to maximize room bookings made to SEA, the second was to increase customer lifetime value (CLV) through membership recruitment.
Facing the challenge of limited budgets for this campaign, it is imperative to make every dollar count and maximize on performance.
This campaign demonstrates the brilliance in media strategy whereby Accor had leveraged on streamlining the best mix of media solutions across each stage of the marketing funnel. Specifically, Social channels such as Meta and Programmatic solutions such as Quantcast (leveraging on Quantcast’s pixel technology to hone on audience curation & Overlaying booking and pass back data in real-time) and Hybrid Theory (leveraging on Hybrid Theory Smart Retargeting to maximize on membership recruitment) presented the biggest opportunity for Accor.
This media strategy had not only met, but exceeded its planned booking targets by +530%, generating an astounding +$37mil in booking revenue at 2x greater CPA efficiency vs forecasted. Accor also managed to recruit 7,870 new Accor members, increasing customer lifetime value, and achieved 130x return on ad spend which sets an all-time high ROAS record for Accor!
Entry image
Summary Brilliance in Media Strategy.pdf
Entry credits
- Zahidah Zain, Performance Associate Manager, iProspect
- Michelle Tan, Performance Executive, iProspect
- Ber Han Ong, Senior Client Manager, iProspect
- Sarah Guichard, Client Director, iProspect
- Stephanie Simmons, Associate Client Partner, iProspect
- Sanket Sasane, Director of Paid Media, Accor
- Izaac Chan, Paid Media Manager, Accor
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Award
Company
OMD Singapore
Client
Income Insurance Limited
Summary
Whether it’s driving over the border to Johor Bahru for an afternoon of spa treatments or a short ferry ride to Bintan for a weekend of Golf, spontaneous weekend getaways to Batam, Bintan and Malaysia have always been popular with Singaporeans. However, travel insurance for short trips can be expensive and the perception that short trips, close by are less risky means that many people often end up traveling uninsured.
In April 2022, Income launched FlexiTravel Hourly Insurance, Singapore’s first travel insurance that enables travellers to purchase travel protection as needed by the hour for those that are traveling to Batam, Bintan and Malaysia.
To launch this product – a first of its kind – we needed to deliver a campaign that was unlike any other. Rather than looking to partner with something existing, we brought back an old Singaporean favourite travel TV show, Same Same But Different. The show was famous for bringing unexpected itineraries to the same old places, giving us the perfect platform to natively educate consumers on our product, whilst creating talkability.
Supported by strategic OOH and digital buys, we succeeded not only in driving awareness and recognition of the new product, but smashed the target policies, delivering +146% vs target.
Entry video
Entry credits
- Anny Huang, VP and Head, Digital Growth, Income Insurance Limited
- Gary Foo, Lead, Growth Acquisition, Income Insurance Limited
- Allison Koay, Assistant Manager, Growth Acquisition, Income Insurance Limited
- Andrea Lim, Senior Manager, Performance, OMD Singapore
- Desiree Sim, Performance Planner, OMD Singapore
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Company
Dentsu / Dentsu Creative Cube
Client
McDonald's Japan
Summary
Three years after the beginning of the pandemic, McDonald’s Japan noticed that their clientele, especially teenagers, were looking for “serendipity” in their daily lives, giving them the idea to tackle this issue by surprising and engaging their customers with a fun and interactive marketing campaign.
The objective of the campaign was to promote different menu items, drive purchase intent and sales with the help of dynamic QR codes activated programmatically on DOOH screens all over Japan. Weather and location triggers were leveraged to create seemingly “serendipitous” moments, changing randomly throughout the day. Customers were able to scan the code to obtain the recommended menu item, receive an online discount as well as directions to the nearest location for pick-up. The campaign resulted in 28 million impressions, 2 million participants and successfully increased in purchase intent and sales.
Entry credits
- Team LIVE BOARD, Media Owner, LIVE BOARD
- Team Hivestack, Ad Tech Platform, Hivestack
- Team Dentsu, Agency, Dentsu
- Team McDonalds, Brand, McDonalds Japan
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Company
OMD Singapore and Adzymic
Client
Income Insurance Limited
Summary
In 2020, the pandemic put a stop to travel for 2 years and with it, the travel insurance business and Income’s market leading position in this category. Post-pandemic in 2022, travel recovery was tepid at first due to the gradual re-opening of borders and control measures, but Income knew it needed to be ready for the ‘tsunami’ of revenge travel due to pent-up demand among Singaporeans.
To keep pace with the pickup in travel demand, Income adopted nimble tactics on programmatic display and social media advertising. A holistic strategy was crafted to evolve along with the market curve, the key being media targeting that was in line with popular travel destinations that opened their borders to Singaporeans, complemented by the use of creative advertising technology that was capable of reacting quickly to meet such demands.
Media execution was supported by a data-driven personalization strategy to predict the destinations which could be appealing to existing customers based on historical data, and new customers were targeted based their online browsing history to determine affinity and in-market propensities. Creative execution powered by DCO automated the development of display banners and social ad posts at scale and speed . Templatized layouts were brought to life by messaging pertinent to destinations, border measures, and demographic segments.
This contributed to strong business outcomes for Income, with total travel insurance sales reaching over 4X against 2022 targets, +945% increase in new customers, and a sweet return to the #1 spot in the travel insurance category in Singapore.
Entry video
Entry credits
- Anny Huang, VP and Head, Digital Growth, Income Insurance
- Gary Foo, Lead, Growth Acquisition, Income Insurance
- Allison Koay, Assistant Manager, Growth Acquisition, Income Insurance
- Sarah Nash, Account Director, OMD APAC
- Louis Yeo, Performance Hub Lead, OMD APAC
- Desiree Sim, Performance Planner, OMD APAC
- Andrea Lim, Senior Manager, Performance, OMD APAC
- Travis Teo, Executive Director and Co-founder, Adzymic
- Peggy Koh, Head of Growth & Client Success, Adzymic
- Rosemary Hadiwidjaja, Client Servicing Executive, Adzymic
- Karthick Dhayalan, Senior Digital Media Specialist, Adzymic
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Company
Interactive Avenues – A Reprise Network Company
Client
Spotify India Private Limited
Summary
In India, film music is a part of all our moments – whether mundane or celebratory. It inspires everything from our fashion to our dance moves! This was the obsession that Spotify used to show India that Bollywood music is a part of their DNA.
This is what informed the campaign ‘Dil Filmy Toh Suno Filmy” (If your heart is filmy, listen to filmy)! Through this campaign’s sharp insight and rigorous planning, Spotify showed Indian audiences that they truly got India’s filmy obsession and laid the base for acquiring their next 10 MN users.
Entry video
Entry credits
- Priyanka Mohanty Nayadu, VP, Interactive Avenues – A Reprise Network Company
- Khatiza Khan, Associate Group Head, Interactive Avenues – A Reprise Network Company
- Shipra Srivastava, Head Of Media & CRM, Spotify India
- Bobby Sinha, Digital Media Lead, Spotify India
- Dixita Ghelani, Media Coordinator, Spotify India
- Anthony Joseph, Media & Partnership Manager, Spotify India
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4
Tech
Company/Agency
Swiggy In Association with Affle's MAAS Platform & M&C Saatchi
Client
Swiggy and M&C Saatchi
Executive summary
Technology helped Swiggy run a really effective campaign. The brand’s creative content was able to show a clear impact in terms of installs, registrations, and in-app transactions, making the results of their brand marketing efforts measurable. Additionally, the use of AI/ML-based precision helped them to acquire valuable users who would make multiple purchases through the app, resulting in a lower CAC and a higher ARPU.
Swiggy enabled technology to identify the right audience cohorts, high-affinity locations, and popular time windows when a user is likely to install and order on the app. Leveraging Affle's MAAS programmatic platforms, Swiggy identified the right audience demography for its qCommerce service and diversified the campaign across multiple channels where the targeted audience was most likely to convert. The brand devoted a major chunk of the marketing budget to mobile marketing and dedicated the rest to more conventional mediums like TV, newspapers, banners, etc.
Swiggy’s campaign led to a 50% increase in the rate of installs to first orders year-over-year, a threefold growth in the number of monthly first orders year-over-year, and a 100% growth in the number of monthly installs.
Entry video
Entry credits
- Siddharth Barman, Associate Director Global Marketing, Affles MAAS Platform
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Highly Commended
Company/Agency
TenMax
Client
Audi Vietnam
Executive summary
When Audi launched the A8L model in Vietnam, the objective was to target Vietnamese premium customers. Using TenMax’s Contextual Intelligence Insights (CII) to profile potential audience groups and Contextual Emotion Metric (CEM) to filter the creatives with precise intention, Audi’s campaign successfully promoted the A8L to premium customers in Vietnam through high impact ads created using the best-performing visuals, text and Tenmax’s Spin Interstitial layout. The campaign outperformed industry benchmarks, as Audi managed to boost their click-through-rate by 200%, which is 8 times higher than industry standards and reduced their advertising costs by 90%.
Entry credits
- Jeremy Lin, Regional Business Director, TenMax
- Wendy Chiang, Manager of Global Business Development & Operations, TenMax
- Shanice Tee, Digital Designer, TenMax
- Tobey Teng, Marketing Assistant Manager, TenMax
- Annabelle Chang, Marketing Specialist, TenMax
- Jon Dang, Business Development Specialist, TenMax
- Mai Nguyen, Business Operations Specialist , TenMax
- Pinky Hsieh, Design Assistant, TenMax
- Le Thanh Hai PHAN, AHK/ Audi Trainer Certified, Digital & Product Trainer, Audi Vietnam
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Company/Agency
Interactive Avenues – A Reprise Network Company
Client
Spotify India Private Limited
Executive summary
Being a late entrant in a category crowded with well-established entertainment giants, the challenge was to differentiate and launch Spotify in India as a platform built around consumers’ tastes. To achieve this, we roped in custom AI to help create custom algorithms in Google Display & Video (DV) 360. The AI algorithm created custom bid strategies for programmatic campaigns, used insights from DV 360 data and optimized the campaigns on a daily basis to help Spotify acquire its next wave of listeners.
Entry video
Entry credits
- Priyanka Mohanty, VP, Interactive Avenues – A Reprise Network Company
- Pranali Pagare, Associate Account Director, Interactive Avenues – A Reprise Network Company
- Nikita Pawar, Manager, Interactive Avenues – A Reprise Network Company
- Omkar Gaikwad, Associate Group Head, Interactive Avenues – A Reprise Network Company
- Shipra Srivastava, Head Of Media & CRM, Spotify India
- Bobby Sinha, Digital Media Lead, Spotify India
- Dixita Ghelani, Media Coordinator, Spotify India
- Anthony Joseph, Media & Partnership Manager, Spotify India
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Award
Company/Agency
Octagon
Client
Mastercard
Executive summary
The women’s Rugby World Cup 2021 in Aotearoa (New Zealand) was one of the biggest sporting events in 2022. As a sponsor, technology brand Mastercard had a platform to showcase its innovation credentials - and use the ‘Player of the Match’ (POTM) Trophy as a way to inspire the next generation of female rugby players.
Problem was, Mastercard wasn’t top of wallet in Aotearoa, making demonstration of brand relevance and participation in the market critical. So, Mastercard needed to activate POTM with a cultural lens, reinforcing their commitment to the local market, as well as reaching the hearts & minds of sports fans in Aotearoa, demonstrating the brand’s understanding of the country and its culture.
We created the world’s first sonic trophy - mixing the excitement of live sport with fan passion, giving the world of rugby another reason to be excited during the tournament period.
Every trophy contained the live sounds of the match – young female superfans' passionate voices, play-by-play broadcast commentary, and the electric energy of the stadium. Every sound was captured live and mixed in real-time at the Mastercard Sonic Studio. The resulting bespoke soundtrack was embedded within the trophy, and gifted to every Player of the Match, minutes after the final whistle, as a priceless memory.
26 matches, 26 bespoke trophies.
This innovative piece of tech captured the largest share of voice of the tournament, and had significant reach + earned media.
Entry video
Entry credits
- Lizi Hamer, Executive Creative Director, Octagon
- Alessia Ferrier, Art Director, Octagon
- Louise Ferguson, Client Services Director, Octagon
- Jessica Ramsey, Senior Account Manager, Octagon
- Aaron Klos, Account Manager, Octagon
- Fleur Massey, Account Director, Octagon
- Jodie Stuart, Senior Account Manager, Octagon
- James Thompson, Senior Account Manager, Octagon
- Hayley Smith, Account Manager, Octagon
- Taine de Alwis, Account Executive, Octagon
- André Alcantara, Art Director, Octagon
- Vanessa Tan, Copywriter, Octagon
- Neil Sura, Planning Director, Octagon
- Ella Barnett, Strategist, Octagon
- Simone Errey, Managing Director, Octagon
- Joanne Warnes, Managing Director SEA, Octagon
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4
Partnership or Collaboration
Company
Twitch
Client
Patties Australia
Summary
Twitch presented Patties with a unique opportunity to partner with popular Minecraft streamer /Pearlescentmoon to tap into the power of the gaming community. From a take-on of Patties Bakery in Minecraft to an exclusive ‘Sauso-Rollercoaster’, the campaign drove awareness of the new sauso-roll, with numerous discussions on chat around what their favourite Patties products were, exuberating positivity around the Patties brand, with nostalgia weaved in throughout. Ultimately, the campaign saw epic audience participation from the community throughout the stream on Twitch chat while smashing channel viewership and engagement benchmarks by as high as 33%.
Entry video
Entry credits
- Anand Surujpal, General Manager, Marketing, Innovation & International, Patties Australia
- Will Giles, Media Director, Dentsu Creative, Dentsu
- Gemma Battenbough, APAC & EMEA Brand Partnership Studio Lead, Twitch
- Edwin Hughan, Senior Creative Strategist, Twitch
- Jo Garcia, Program Activation Lead, Twitch
- Al Currie, Influencer Relationship Manager, Twitch
- Toby Davies, Creative Producer, Twitch
- Subash Ramesh, Senior Client Success Manager, Twitch
- Adam Lung, Account Director, Twitch
- / Pearlescentmoon, Talent, Twitcch
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Company
bKash Limited
Summary
bKash is a Mobile Financial Service company in Bangladesh, with a vision to drive mass financial inclusion. The company’s purpose has always been to develop bKash as a cashless lifestyle partner by positioning it in spaces where typical day-to-day transactional needs arise.
FIFA World Cup 2022 was streamed among football crazy smartphone generation of Bangladesh by “Toffee” OTT. However, an average Bangladeshi consumes 100MB of data on average per day, but live match streaming can require more. bKash identified this challenge and made the most of this opportunity and took the scope to create the biggest digital roadblock in Toffee to promote bKash’s all operator mobile recharge solution.
We aimed to place bKash in the highest watched OTT platform at the right time, right moment, and right context to build brand affinity and to establish bKash as the ultimate data renewal platform.
Push notifications, splash ads, pop-up banners, and masthead banners were strategically placed with CTA ads to remind audience to recharge, when they run low on data during a match.
The results of this partnership were impressive, with 2.16B+ impressions served and 11.37M+ clicks gained. The targeted growth was exceeded by 22 times, with an average CTR of 3.5% and highest CTR of 6.7%. The campaign PR took place in 77 individual channels or medium with TV, newspaper and digital media all together.
This effort not only drove sales, but, positioned bKash as a lifestyle financial partner, facilitating seamless streaming.
Entry video
Entry credits
- Ishtiaque Shahriar, VP, Head of Digital Assets & Communications, bKash Limited
- Mahfuz Sadique, Chief Communications Officer, bKash Limited
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Company
Reson8 Creative and Progressive Communications
Client
Temus
Summary
Established in April 2021, Temus is dedicated to driving the digital transformation of Singapore’s economy and beyond in tandem with its customers and industry partners. A part of Temus’ solutions to accelerate digital transformation in Singapore is to develop the insufficient pool of tech talent locally. Temus’ trailblazing idea is to place non-tech workers on an accelerated path to become technology professionals with Step IT Up – a new talent conversion programme.
The readily deployable stream of talent from the programme would not only benefit Temus and its customers but the trainees as well. The programme enables individuals of all backgrounds to make the switch to tech under five months. The “hire, place, train” model of the programme also ensures trainees receive a monthly stipend and guaranteed employment upon completing the programme.
A successful marketing of the Step IT Up programme hinged on legitimising Temus, an unestablished new brand. The campaign’s effectiveness rests not only on just ad impressions but also on the positive societal impact it creates for aspiring tech talent – providing more Singaporeans an opportunity to contribute and partake in Singapore’s thriving digital economy as future builders of our digital economy.
Entry video
Entry credits
- Marcus Loh, Head of Strategic Communication, Public Affairs and Corporate Marketing, Temus
- Weijie Chow, Director, Reson8 Creative
- Anabel Lim, General Manager, Reson8 Creative
- Rin Chutikarn, Project Manager, Reson8 Creative
- Johanna Teo, Content Lead, Reson8 Creative
- Kaung Ming Liew, Video Lead, Reson8 Creative
- Frederick Leow, Planning Lead, Reason8 Creative
- Shanice Low, Video Specialist, Reson8 Creative
- Nova Xie, Graphic Designer, Reson8 Creative
- Vivien Novita, Project Executive, Reson8 Creative
- Nora Sng, Director, Clydes Ink
- Elainn Gey, Senior Associate, Progressive Communications
- Jemima Huang, Associate, Progressive Communications
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Award
Company
Octagon
Client
Mastercard
Summary
The women’s Rugby World Cup 2021 in Aotearoa (New Zealand) was one of the biggest sporting events in 2022. As a sponsor, technology brand Mastercard had a platform to showcase its innovation credentials - and use the ‘Player of the Match’ (POTM) Trophy as a way to inspire the next generation of female rugby players.
Problem was, Mastercard wasn’t top of wallet in Aotearoa, making demonstration of brand relevance and participation in the market critical. So, Mastercard needed to activate POTM with a cultural lens, reinforcing their commitment to the local market, as well as reaching the hearts & minds of sports fans in Aotearoa, demonstrating the brand’s understanding of the country and its culture.
We created the world’s first sonic trophy - mixing the excitement of live sport with fan passion, giving the world of rugby another reason to be excited during the tournament period.
Every trophy contained the live sounds of the match – young female superfans' passionate voices, play-by-play broadcast commentary, and the electric energy of the stadium. Every sound was captured live and mixed in real-time at the Mastercard Sonic Studio. The resulting bespoke soundtrack was embedded within the trophy, and gifted to every Player of the Match, minutes after the final whistle, as a priceless memory.
26 matches, 26 bespoke trophies.
This innovative piece of tech captured the largest share of voice of the tournament, and had significant reach + earned media.
Entry video
Entry credits
- Lizi Hamer, Executive Creative Director, Octagon
- Alessia Ferrier, Art Director, Octagon
- Louise Ferguson, Client Services Director, Octagon
- Jessica Ramsey, Senior Account Manager, Octagon
- Aaron Klos, Account Manager, Octagon
- Fleur Massey, Account Director, Octagon
- Jodie Stuart, Senior Account Manager, Octagon
- James Thompson, Senior Account Manager, Octagon
- Hayley Smith, Account Manager, Octagon
- Taine de Alwis, Account Executive, Octagon
- André Alcantara, Art Director, Octagon
- Vanessa Tan, Copywriter, Octagon
- Neil Sura, Planning Director, Octagon
- Ella Barnett, Strategist, Octagon
- Simone Errey, Managing Director, Octagon
- Joanne Warnes, Managing Director SEA, Octagon
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6
Innovation
Company
Red Ant Asia & Carbon
Client
CREED
Summary
As China welcomed in the Year of the Rabbit, thousands of brands harnessed the power of Chinese New Year (CNY) to launch exciting new campaigns and products. Luxury perfumier CREED knew that if it wanted to capture the attention of a brand-new young, beauty-trend-savvy audience, it needed to try something new; something truly innovative.
Aiming to entice this new audience, create social buzz, and boost CNY sales, CREED introduced an exclusive collaboration, with ROBBi – a collectable, branded (and perfume-scented) Art Toy, capable of straddling both the physical and virtual world. ROBBi’s collaboration with CREED was the first – and only – of its kind with a fragrance brand.
With the collectible toy market for Chinese millennials and Gen Z growing, an enticing ‘phygital’ (physical and digital) campaign was born, led by Red Ant – the agency of choice for brands looking to connect with China’s ‘generation now’.
ROBBi, based originally on the jade rabbit, is fitted with a unique NFC chip, making it a desired collector’s item. It comes with a floral print designed by artist Laura Cheung, featuring CREED’s bestselling Silver Mountain Water fragrance. Video agency Carbon bought ROBBi to life in a metaverse-style, 3D-modelled universe.
ROBBi is a hit with influencers, making millions of impressions across social media, whilst appearing in prominent retail displays in London’s Oxford Street and NYC’s Times Square.
This innovative, one-of-a-kind campaign saw impressive engagement with young, digital-first audiences, and an incredible uplift in CNY sales.
Entry video
Entry credits
- Elisa Harca, Co-Founder, Red Ant Asia
- Tereza Tan, Founder, Carbon
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Company
Cetaphil In Association with mediasmart, an Affle company & Dentsu
Client
Cetaphil & Dentsu
Summary
Cetaphil, one of the leading skincare brands catering to the needs of adults and babies recently completed 75 years in the market. Cetaphil launched the campaign - "Parenting ki nayi parampara" to promote it's baby care products. They wanted to conduct a multi-phased (Baby and Baby + Adult) campaign involving Connected TV advertising, household sync targeted to relevant audiences arrived at using precise omnichannel targeting, with an objective to promote its range of baby care products and drive top-of-mind brand awareness and engagement.
The campaign targeted Indian women between the ages of 25 and 44 and emphasized the importance of nurturing your baby's skin while spending quality time with them. To accomplish their objectives, Cetaphil used mediasmart's cutting-edge technology to serve programmatic ads through CTV and then retarget them on mobile with creative banners.
With a high VTR of 93% and a CTR of 1.26%, the video campaign successfully touched more than 5 million Indian women. More than 185 thousand women visited the website, spending an average of nearly two minutes there with a bounce rate of 31%, demonstrating the campaign's effectiveness.
Thus, Cetaphil reached millions of Indian mothers with its "Parenting ki nayi paramara" campaign and spread the importance of skincare as a time for mothers and children to bond, generating a significant impact on their e-commerce as well.
Entry video
Entry credits
- Advit Sharma, Associate Director - Sales, mediasmart, an Affle company
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Company
Merkle Singapore
Client
Income Insurance Limited
Summary
Income Insurance Limited (Income), established in 1970, currently serves 1.7 million people in Singapore. Before COVID-19, insurance used to be a traditional industry where offline sales channels were considered the main revenue drivers for the business. Since the onset of the COVID-19 pandemic, the insurance industry had to pivot quickly to ensure a steady stream of revenue. This prompted Income to quickly innovate and explore ways to increase its digital presence in order to sell beyond its footprint and remain ahead of the competition.
Income partnered with Merkle Singapore (Merkle), its technology and data partner, to ensure Income’s data strategy and MarTech stack are in place to support excellent customer experience (CX).
Continuing on the trajectory of innovation, Income also implemented new products to meet changing consumer needs after COVID-19 to stay relevant.
Income innovated through:
- Embedding insurance in digital products
- Introducing new product - FlexiTravel Hourly Insurance plan
- One-click renewal portal
- Employee benefits portal
The results were groundbreaking. Year-over-year (YoY) figures between 2021/22 and 2022/23 illustrate the full story:
- Income saw a 85% growth YoY in its digital business
- The proportion of revenue from online sales grew YoY from 22% to 32%
- Early online renewal of car insurance grew from 44% to 72%
- Early online renewal of motorcycle insurance grew from 52% to 68%
- Income doubled its campaigns in 2022/23 and increased its revenue in this category by 509%.
Entry credits
- Anny Huang, VP & Head of Digital Growth, Income Insurance Limited
- Jones Tay, Lead, Growth Platform and MarTech, Income Insurance Limited
- Jia Enn Lim, Digital Growth Executive, Income Insurance Limited
- Shaun Au Yong, Director, Data & Marketing Effectiveness, Merkle Singapore
- Shobham Singh, Associate Director, Analytics, Merkle Singapore
- Prerna Khatri, Senior Consultant, Marketing Automation and Loyalty, Merkle Singapore
- Sebastian Leow, Client Success Manager, Merkle Singapore
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Company
Marriott International/Media.Monks
Client
Marriott International
Summary
Moxy Hotels aimed to launch with impact to stand out from APAC’s burgeoning hospitality industry. As a young and trendy brand for “Fun Hunters” and those who are young at heart, we saw an opportunity to create a hyper-digital campaign that tapped into Metaverse and gaming cues, to appeal to our young leisure travellers where they were already thriving.
OBJECTIVE: POSITION MOXY AS A SOCIAL HUB THAT CELEBRATES GAMING CULTURE
• Strengthen brand awareness and position its brand DNA in APAC as a lifestyle culture brand
• Drive engagement with Next Gen through passions of gaming sub-culture and broader interests of mainstream
• Inspire by the trend of Metaverse and leverage AR technology to establish Moxy on the forefront of Next Gen in hospitality industry
“Moxy Universe, Play Beyond” campaign channeled our “Play On” spirit even beyond conventional hotel stay. We broke boundaries to extend the physical hotel with the virtual world. At the push of the fingertips, one's Avatar can be born to travel across every Moxy Hotel in APAC.
Entry video
Entry credits
- Bart Buiring, Chief Sales & Marketing Officer | Asia Pacific, Marriott International
- Jennie Toh, VP - Brand Marketing & Brand Management | Asia Pacific, Marriott International
- Patricia Cheung, Senior Director, Brands & Destination Marketing | Asia Pacific, Marriott International
- Yiting Mao, Senior Manager, Brand & Destination Marketing | Asia Pacific, Marriott International
- Michele Lv, Senior Director, Brand PR & Comms | Asia Pacific, Marriott International
- Cynthia Lai, Senior Manager of Brand Management | Asia Pacific, Marriott International
- Chris Leung , Director of Brand Management | Asia Pacific, Marriott International
- Sarah Lipton, VP - Premium & Select Brand Marketing, Marriott International
- Caroline Goodness, Director, Select Brand Marketing, Marriott International
- Nicolette Harper, Global Vice President of Media, Marriott International
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Company
Great Southern Bank/MKTG Sports & Entertainment
Client
Great Southern Bank
Summary
Since its significant and successful rebrand from Credit Union Australia (CUA) in 2021, Great Southern Bank has been making clever moves to swiftly gain brand awareness and attract a receptive millennial audience of first home buyers.
A full brand transformation moving from a ‘credit union’, to a contemporary bank, Great Southern Bank, with a modern identity and a clear purpose of ‘helping all Australians own their own home’, entered the AFL landscape with a Major Partnership of the Carlton Football Club.
With decreasing housing affordability making it harder than ever for First Home Buyers to enter the market, Great Southern Bank has the tools to help fans get they’re ‘Happily Clever After’.
To deliver believability, inspire purpose and appeal to the needs of the Carlton Football Club and AFL fanbase, Great Southern Bank tapped into their tone of ‘clever’ to amplify an onsite exposure asset and deliver a never-before-seen concept that would intentionally reach audiences both in stadium and via broadcast.
Tiny House formed the idea behind the association. A house built for fans situation within a small, yet premium unused location at the MCG, known as the Ponsford Stage.
Five in stadium ticketholders were randomly selected from the crowd to enjoy this one time only opportunity to watch the match from inside ‘Tiny House’. Quarter time break created much entertainment with all five Tiny House guests competing for the chance to win $5,000 by selecting a key and attempting to open the door to Tiny House.
Entry video
Entry credits
- Deborah Woodford, Head of Marketing, Great Southern Bank
- Alicia Lloyd, Senior Sponsorship Manager, Great Southern Bank
- Darcy McGuire, Campaign Manager, Great Southern Bank
- Nicola Collins, Senior Social Media Manager, Great Southern Bank
- Jarrad Provis, General Manager - Marketing & Management Services, MKTG Sports & Entertainment
- Zoe Laspas, Sponsorship Director, MKTG Sports & Entertainment
- Jeffrey Leong, Sponsorship Manager, MKTG Sports & Entertainment
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Award
Company
Octagon
Client
Mastercard
Summary
The women’s Rugby World Cup 2021 in Aotearoa (New Zealand) was one of the biggest sporting events in 2022. As a sponsor, technology brand Mastercard had a platform to showcase its innovation credentials - and use the ‘Player of the Match’ (POTM) Trophy as a way to inspire the next generation of female rugby players.
Problem was, Mastercard wasn’t top of wallet in Aotearoa, making demonstration of brand relevance and participation in the market critical. So, Mastercard needed to activate POTM with a cultural lens, reinforcing their commitment to the local market, as well as reaching the hearts & minds of sports fans in Aotearoa, demonstrating the brand’s understanding of the country and its culture.
We created the world’s first sonic trophy - mixing the excitement of live sport with fan passion, giving the world of rugby another reason to be excited during the tournament period.
Every trophy contained the live sounds of the match – young female superfans' passionate voices, play-by-play broadcast commentary, and the electric energy of the stadium. Every sound was captured live and mixed in real-time at the Mastercard Sonic Studio. The resulting bespoke soundtrack was embedded within the trophy, and gifted to every Player of the Match, minutes after the final whistle, as a priceless memory.
26 matches, 26 bespoke trophies.
This innovative piece of tech captured the largest share of voice of the tournament, and had significant reach + earned media.
Entry video
Entry credits
- Lizi Hamer, Executive Creative Director, Octagon
- Alessia Ferrier, Art Director, Octagon
- Louise Ferguson, Client Services Director, Octagon
- Jessica Ramsey, Senior Account Manager, Octagon
- Aaron Klos, Account Manager, Octagon
- Fleur Massey, Account Director, Octagon
- Jodie Stuart, Senior Account Manager, Octagon
- James Thompson, Senior Account Manager, Octagon
- Hayley Smith, Account Manager, Octagon
- Taine de Alwis, Account Executive, Octagon
- André Alcantara, Art Director, Octagon
- Vanessa Tan, Copywriter, Octagon
- Neil Sura, Planning Director, Octagon
- Ella Barnett, Strategist, Octagon
- Simone Errey, Managing Director, Octagon
- Joanne Warnes, Managing Director SEA, Octagon
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3
Transformation
Award
Company
Merkle Singapore
Client
Income Insurance Limited
Summary
Income Insurance Limited (Income), established in 1970, currently serves 1.7 million people in Singapore. Before COVID-19, insurance used to be a traditional industry where offline sales channels were considered the main revenue drivers for the business. Since the onset of the COVID-19 pandemic, the insurance industry had to pivot quickly to ensure a steady stream of revenue. This prompted Income to quickly innovate and explore ways to increase its digital presence in order to sell beyond its footprint and remain ahead of the competition.
Income partnered with Merkle Singapore (Merkle), its technology and data partner, to ensure Income’s data strategy and MarTech stack are in place to support excellent customer experience (CX).
Continuing on the innovation trajectory, Income also implemented new products to meet changing consumer needs after COVID-19 to stay relevant.
Income transformed its business through:
- Embedding insurance in digital products
- Introducing new product - FlexiTravel Hourly Insurance plan
- One-click renewal portal
- Employee benefits portal
The results were groundbreaking. Year-over-year (YoY) figures between 2021/22 and 2022/23 illustrate the full story:
Income saw a 85% growth YoY in its digital business
- The proportion of revenue from online sales grew YoY from 22% to 32%
- Early online renewal of car insurance grew from 44% to 72%
- Early online renewal of motorcycle insurance grew from 52% to 68%
- Income doubled its campaigns in 2022 and increased its revenue in this category by 509%.
Entry credits
- Anny Huang, VP & Head of Digital Growth, Income Insurance Limited
- Jones Tay, Lead, Growth Platform and MarTech, Income Insurance Limited
- Jia Enn Lim, Digital Growth Executive, Income Insurance Limited
- Shaun Au Yong, Director, Data & Marketing Effectiveness, Merkle Singapore
- Shobham Singh, Associate Director, Analytics, Merkle Singapore
- Prerna Khatri, Senior Consultant, Marketing Automation and Loyalty, Merkle Singapore
- Sebastian Leow, Client Success Manager, Merkle Singapore
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Highly Commended
Company
Income Insurance Limited
Client
Income Insurance Limited
Summary
SNACK is a financial lifestyle app that helps you be good with your money. We help you build up your investments and insurance a little at a time through your daily activities; so that you can focus on living your best life while we sort out your finances with our lifestyle top-ups, cashback, and deal subscription features. Your Lifestyle, But Better!
SNACK also offers cashback, deals and discounts from your favourite brands such as FoodPanda, Ijooz, Fave and more! You can look forward for SNACK’s engagement activities such as challenges and lucky draws where you can stack Rewards and stand a chance to win exciting prizes and even more insurance coverage and investment credits.
Entry credits
- Max Tiong, VP and Head (Digital Transformation), Income Insurance Limited
- Andrena Ong, Lead (Experience Design), Income Insurance Limited
- Tan Ming Guang, Product Launcher, Income Insurance Limited
- Ron Wee, Growth Hacker , Income Insurance Limited
- Samson Tan, Designer (Experience Design), Income Insurance Limited
- Clara Yeo, Designer (Experience Design), Income Insurance Limited
- Hannah Tiong, User Experience Copywriter, Income Insurance Limited
- Janice Chai, Growth Hacker, Income Insurance Limited
- Shu Jun Lim, Product Launcher, Income Insurance Limited
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Company
GrowthOps Asia
Client
U Mobile
Summary
U Mobile’s rapid expansion generated more business opportunities and provided users with greater control over their mobile service. To meet the growing demand, U Mobile deployed multiple digital assets and an online store.
But this move created a new set of problems. Systems did not interface fluidly and users were often left confused and frustrated.
U Mobile needed a total digital ecosystem refresh that reflects their brand’s purpose of Unlimiting Every Potential for each and every customer.
In partnership with GrowthOps Asia, they unified the management of the customer journey across their various offline and online channels.
GrowthOps Asia also developed the new U.COM.MY which gathers insights for data-led decisions in the development of customer-centric digital experiences. This enabled a hyper-personalized discovery journey that allowed U Mobile to recommend products and add-ons for customers.
U Mobile's four different sites were also brought under one CMS platform.
This resulted in 10% reduction in their bounce rate, compared to 56% industry average. New users increased by 55% and existing users rose by 49% while page views increased by 41.77% from December 2021 to April 2022. These ultimately led to a 52% increase in their Mobile Number Portability (MNP) conversion.
Campaign launch timing shrank from 7 days to 2 while new page creation dropped 2 days to two hours, saving U Mobile around RM 400k on annual resource costs.
The deployment of search functionalities and other self-service abilities has reduced customer complaints, dropping steadily by 5% month on month.
Entry video
Entry credits
- Ed Choa, Head of Experience, GrowthOps Asia
- Lik Pin Ong, Head of Delivery, GrowthOps Asia
- Boon Keong Tng, Regional Head of Experience, GrowthOps Asia
- Su-Ann Teh, Head of Digital Transformation Strategy, GrowthOps Asia
- Christopher Greenough, General Manager, Malaysia, GrowthOps Asia
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4
B2B
Company
Hindustan Times Media Limited
Summary
Third-party cookies have long been a mainstay of digital advertising, allowing companies to track users' browsing habits and use that data to serve more relevant ads. With the announcement of the delay of the "Cookiepocalypse" by Google, brands and marketers are scrambling to find alternative ways to collect and use data for advertising. While marketers have been working to adapt to this new reality, finding a balance between personalization and targeting with the increasing concerns about privacy is one of the major challenges to handle. To address these concerns, in August 2022, HT Media launched their First Party Audience Targeting solution, powered by their own Customer Data Platform (CDP) named HT One Audience. The solution aims to help marketers reach their target audience while maintaining a privacy-first approach.
For the launch of HT One Audience, the B2B Marketing team at HT Media developed a comprehensive go-to-market (GTM) plan. This started with creation of a brand based on the 3 main brand ethos followed by an in-depth media plan and hyper-personalized creative strategy including creating branding materials, developing content, and implementing a distribution strategy across various channels to reach marketing decision-makers and advertisers.
Entry video
Entry credits
- Pavika Singh, Deputy General Manager - Marketing, HT Media Ltd.
- Harshita Singh, Senior Manager - Marketing, HT Media Ltd.
- Mitesh Desai, Head- Sales Excellence, HT Media Ltd.
- Saurebh Goel, Product Head, HT Media Ltd.
- Devesh Kumar Verma, Assistant General Manager (Product), HT Media Ltd.
- Harshvardhan Kejriwal, Manager (Audience), HT Media Ltd.
- Vaidehi Murthy, Agency Spoc, BrandBox
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Company
Zhiyuntu
Client
LinkedIn China
Summary
A wave of emerging market multinational corporations (EMNCs) are seeking to localize in overseas markets to achieve sustainable business success. As the world’s largest professional network, LinkedIn is ideally placed to help EMNCs by drawing on its global data insights to provide a full suite of B2B solutions that support successful localization, beyond just recruitment and marketing.
To tap this growing business opportunity, a 10-month “Glocal IN Campaign” was carried out to increase awareness of the value of LinkedIn’s services among the key audience of C-suite executives. To meet the challenges of engaging this high-level audience, a phased research-based strategy was adopted, leveraging customized topics and platforms as well as the expertise and networks of external partners to drive engagement with the target group. A series of activities were held and succeeded in generating significant exposure and substantial business leads.
Entry credits
- Duoduo Xu, Business Communications Lead in China, Senior Corporate Communications Manager, LinkedIn China
- Linda Li, Co-founder & Deputy General Manager, Zhiyuntu
- Ying Wang, Senior Counsel, Zhiyuntu
- Hao Zhang, Senior Consultant, Zhiyuntu
- Shuya Liu, Senior Associate Executive, Zhiyuntu
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Highly Commended
Company
Mahlab Media
Client
Salesforce
Summary
Salesforce is the global leader in customer relationships, bringing companies closer to their customers.
In Australia and New Zealand, however, it had achieved little cut through with the sales teams it needed to grow its customer case. The industry perception was that it was a US corporation operating in ANZ, but with little local knowledge or experience.
The brief to Mahlab was to execute a uniquely Australasian campaign to drive awareness of Salesforce as a thought leader, generate leads and create local Salesforce ambassadors.
The team developed a unique idea that would guarantee their buy in, and make them the stars of the show!
They devised a series of ebooks where the most senior industry figures would be motivated to contribute content themselves.
The first, 50 Pro Sales Tips was followed by three more that included contributions by dozens of blue chip companies.
The guerrilla tactics meant that Salesforce demonstrated its ANZ credentials by infiltrating the higher echelons of Australia and New Zealand’s biggest corporations.
To say the campaign exceeded all expectations would be an understatement!
- 216% of target delivered to the marketing pipe.
- 935% of target for downloads.
- 58 high profile CEOs and c-suite execs participating
Nearly all the business leaders who contributed their tips have said they want to be involved in future initiatives, so momentum gained won’t be lost.
Entry credits
- Georgina Rees, Client Partnerships Director, Mahlab
- Gareth Allsopp, Creative Director, Mahlab
- Nina Armitage, Senior Graphic Designer, Mahlab
- Katie Goss, Content Director, Mahlab
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Award
Company
dentsu one Taipei
Client
Yahoo
Summary
Yahoo TV has enhancing the immersive content experience since 2017 and has very strong solution by our virtual production technology. The virtual production blurred the line between real and virtual word. It's also the easiest way to get into metaverse. There are 3 advantages of Yahoo TV virtual production:Fast, easy to adjust on shooting spot, and no need post production.
In the past year, we had the findings that "Experience marketing" is the best way to deliver our immersive solutions. We chose 3 key VVIP clients to have the further advanced and exclusive immersive experience. All clients would join us in metaverse and be the part of the immersive creators.
Entry video
Entry credits
- WEIHUA PENG, Senior Marketing Manager, Yahoo
- Bull Hsu, Producer, Yahoo
- Hayley Wen, Executive Creative Director, dentsu one Taipei
- Will Chen, Associate Creative Director, dentsu one Taipei
- Joe Liao, Associate Creative Director, dentsu one Taipei
- Woody Huang, Senior Designer, dentsu one Taipei
- Cheryl Tou, Associate Vice President, dentsu one Taipei
- Paul Huang, Account Manager, dentsu one Taipei
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2
Fashion and Beauty
Award
Company
Red Ant Asia & Carbon
Client
CREED
Summary
With fashion and beauty retailers battling for China’s attention during one of the biggest shopping events of the year – Chinese New Year – luxury perfumier CREED knew it needed to create something really special; something that would excite their existing customer base, and entice a brand-new young, beauty-trend-savvy audience. With objectives to create social buzz and engagement with the brand, culminating in record-breaking Chinese New Year sales, CREED introduced a unique, exciting collaboration, with ROBBi – a collectable, branded (and perfume-scented) Art Toy, capable of straddling both the physical and virtual world. Research showed the collectible toy market for Chinese millennials and Gen Z is growing, so with the help of lead agency Red Ant – the agency of choice for brands looking to connect with China’s ‘generation now’ – and video agency Carbon, an enticing ‘phygital’ (physical and digital) campaign was born. ROBBi is fitted with a unique NFC chip, making it a desired collector’s item, with a virtual and physical world, meeting CREED’s signature equine mascot in a metaverse-style, 3D-modelled universe. It comes with a floral print designed by artist Laura Cheung, featuring CREED’s bestselling Silver Mountain Water fragrance. ROBBi is a hit with influencers, making millions of impressions across social media, whilst appearing in prominent retail displays in London’s Oxford Street and NYC’s Times Square. CREED’s objectives were to reach new audiences and increase product sales, both of which were achieved, with impressive engagement with young, digital-first audiences, and an incredible uplift in Chinese New Year
Entry video
Entry credits
- Elisa Harca, Co-Founder, Red Ant Asia
- Tereza Tan, Founder, Carbon
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Company
B+ Clinic
Client
B+ Clinic
Summary
On the 26th of September 2022, B+ Clinic opened its doors to the public during its 7-day launch by inviting 335 high-profile guests to garner awareness of this new, aesthetic clinic in town.
B+ Clinic was founded to make premium aesthetic treatments accessible to the general public. In our objective to re-invent a typical clinic space, we ensured the overall creative setting, art and visual direction were all futuristic. Keeping the tropical weather in mind, we provided matcha shots in a syringe for each guest to squeeze themselves.
There were also organised activations that were educational and an integral part of the total brand experience. The first activation was the H.A. Pool. Guests were required to scoop out the green balls in a pool filled with many silver balls to show that the HA+ Collagen Complex Skin Booster Treatment offered is unique and differs from the rest as it is formulated with a blend of 48 different ingredients.
The other activation was H.A. Pew Pew where the guests had to pick a gun and shoot their skin worries down. The guests were then led into the last room where we showcased what the actual treatment room would look like and right above the treatment chair was a mirror intentionally installed for transparency.
As a result, we made MYR 1,000,000 ($186,462) in total value for media with 20M impressions on social media alone. We also had an increase of 85% in terms of awareness and interest (leads) compared to pre-launch.
Entry video
Entry credits
- Joseph Pek, Head of Social, Emax Beaute
- Emma Seak, Brand Manager, Emax Beaute
- Michelle Francis, Marketing Manager, Emax Beaute
- Calvin Cho, Senior Social Media Specialist, Emax Beaute
- Elly Elinna Fauzi, Social Media Manager, Emax Beaute
- Sharon Tang, Social Media Executive, Emax Beaute
- Natasha Iskandar, Social Media Executive, Emax Beaute
- Brad Yoon, Assistant Advertising Manager, Emax Beaute
- Akid Yeap, Videographer, Emax Beaute
- Noor Shamira Yazid, Copywriter, Emax Beaute
- Celine Ooi, Performance Marketing Manager, Emax Beaute
- Julianne Jeyapragasam, Copywriter, Emax Beaute
- Jossie Ng, Senior Graphic Designer, Emax Beaute
- Felicia Chong, Product Development Specialist, Emax Beaute
- Wilson Lee, CEO, Emax Beaute
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5
Finance
Company
FWD Insurance
Summary
FWD Group is a pan-Asian life insurance business with more than 10 million customers across 10 markets, including some of the fastest-growing insurance markets in the world. FWD reached its 10-year anniversary in 2023. The company is focused on making the insurance journey simpler, faster and smoother, with innovative propositions and easy-to-understand products, supported by digital technology. Through this customer-led approach, FWD is committed to changing the way people feel about insurance.
We aim to offer omni-channel, integrated solutions to be where our customers are and offer our insurance services across multiple digital touchpoints.
As the leading online insurer (H1'22) in terms of sales volume in Thailand, our Direct-To-Customer (DTC) channel was proficient in using both paid and organic media channels for sales. However, typical link ads on Facebook drove minimal sales conversions which impacted our cost per acquisition (CPA).
Also, with Apple and Google implementing tighter privacy and tracking regulations for advertisers, we saw the need to pre-emptively disrupt the customer journey and evolve the purchase model. FWD Group office and FWD Thailand teams partnered with Meta Business Partner AiChat to develop a Conversational Commerce Microservice that can be deployed across social channels (Facebook/Instagram Messenger, WhatsApp, Line) to drive end to end sales within the social platforms.
The initiative boosted quote conversions by more than 4x and sales by more than 9x of our previous link ad campaigns. (1H’2022 figures).
Entry video
Entry credits
- Kurush Madon, AVP, Group Digital Commerce, FWD Insurance
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Company
Jago In Association with Affle's MAAS Platform & OMG
Client
Jago and OMG
Summary
The traditional banking systems in Indonesia were stuck in their old ways, but Jago saw an opportunity to bring the digital banking experience to the younger generation who wanted quick, efficient, and hassle-free services. With a mobile-friendly interface and user-friendly digital-first features, Jago made banking accessible to millennials and Gen Z, who are always on the move and demanding the best. But despite Jago's game-changing services, low user awareness was a major hurdle for the platform's growth. So, Jago teamed up with MAAS Platform, a partner who could help them quickly scale their user base and drive registrations.
MAAS platform targeted individuals on their mobile devices to reach potential consumers with pertinent interests. By utilizing a range of dynamic creative formats such as pictures, videos, and gifs, they were able to tailor the communication to the specific target segments. This resulted in a more engaging and personalized user experience, which prompted users to complete the installation process and proceed to registration.
MAAS reached out to users through various user acquisition channels such as programmatic advertising with DSP, direct apps, OEMs, and other avenues. This approach helped us in identifying and prioritizing high-performing channels to optimize ad spending.
And the result? A massive success! MAAS Platform delivered the highest ROI, achieving all the business KPIs with an effective cost per registration and quality of installs. With:
- 6x increase in installs,
- 50% in conversion ratios
- 31% reduction in customer acquisition costs
Entry video
Entry credits
- Siddharth Barman, Associate Director Global Marketing , Affles MAAS Platform
- Diksha Sahni, Communications & PR, Affle’s MAAS Platform
- Anirudh Bapna, Associate Director, Client Success, Affle’s MAAS Platform
- Karnika Roy, Assistant Manager - Content, Affle’s MAAS Platform
- Deependra Singh Shekhawat, Head of Digital & Performance, PT Omnicom Media Group Indonesia / OMD
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Highly Commended
Company
Yahoo
Client
Citibank
Summary
Trends and economic events have catapulted money into people’s minds more than ever. With a financially literate populace and a competitive banking landscape, Citibank wanted to connect with a diverse set of audiences across different life stages looking to achieve their personal finance goals, while bringing them closer to Citibank’s financial services.
Citibank and Yahoo conceptualised a marketing strategy that centred on providing a rich branded content experience through Life and Money - a hub that leveraged the power of storytelling to empower readers seeking to fulfil their financial aspirations. This was amplified by a first-party data-driven programmatic campaign to reach as many relevant users as possible.
The campaign involved creating a rich financial resource centred around personal finance and lifestyle, addressing resonant topics including saving, investing, advancing careers, achieving work-life balance, sustainable living, parenting, and other related interests using various multimedia formats.
This content was supercharged by contextual advertising and a first-party data-led approach — ensuring a fortified audience base would be reached and expanded at scale through strategically targeted native and display ads delivered using a wide range of programmatic tools from Yahoo that leveraged real-time interest signals.
A brand lift survey showed that these efforts cemented Citibank as a trusted financial resource and boosted its consumer perception, with brand consideration among users increasing by 9%. The branded content pieces recorded over 200,000 page views and reached ~180,000 unique users. Readers spent 40% more time on average on Life & Money than the benchmark KPI set.
Entry credits
- Ace Tham, Business Lead, Yahoo
- Eve Tan, Platform Specialist, Yahoo
- Aeriel Peh, Project Manager, Yahoo
- Putri , Project Specialist, Yahoo
- Rene How, Sales Strategist, Yahoo
- Mylene Ong, Head of Digital Sales and Marketing, Citibank
- Jaslyin Qiyu, Head of Client, Digital Channels and Content Marketing, Citibank
- Grethel Kho, Marketing Specialist, Citibank
- Cyril Fonseca, Account Director, Spark Foundary
- Edina Lim, Media Planning Manager, Spark Foundary
- Tejas Borgaonkar, Associate Manager – Biddable Media, Spark Foundary
- Fred Seah, Managing Director/ Executive Creative Director, 360 Communications
- Alex Chiam, Account Director, 360 Communications
- Richard Sta Ana, Senior Account Manager, 360 Communications
- Clark Jusay, Creative Lead, 360 Communications
- Arlene Rieneke, Creative Copy Lead, 360 Communications
- Aurel Gregoria, Creative Lead, 360 Communications
- Jinyin Huang, Art Director, 360 Communications
- Khairunnisa Anis, Art Director, 360 Communications
- Joel Yap, Senior Digital Art Director, 360 Communications
- Jia Chang Lee, Senior Interactive & Digital Media Production Manager, 360 Communications
- Tristan Tien, Copywriter, 360 Communications
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Company
Pluang
Summary
How would a brand campaign inspire consumer perception and help to navigate investors towards the uncertain 2023?
At Pluang we believe in an integrated approach to communicate our brand promise that is to accompany our seasoned investor users to make sure their life and financial aspirations are 'within reach' thus we believe in engaging them in multiple different ways from: lifestyle-driven campaign to exclusive in-app feature and collaboration merchandise, to consistent education contents to help our users make better investment decisions
Entry credits
- Yosua Tanuwiria, VP Brand & Consumer Marketing, Pluang
- Meryl Emma, Head of Brand Marketing, Pluang
- Gladys Piscentia, Brand Marketing Manager, Pluang
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Award
Company
OMD Singapore
Client
Income Insurance Limited
Summary
Whether it’s driving over the border to Johor Bahru for an afternoon of spa treatments or a short ferry ride to Bintan for a weekend of Golf, spontaneous weekend getaways to Batam, Bintan and Malaysia have always been popular with Singaporeans. However, travel insurance for short trips can be expensive and the perception that short trips, close by are less risky means that many people often end up traveling uninsured.
In April 2022, Income launched FlexiTravel Hourly Insurance, Singapore’s first travel insurance that enables travellers to purchase travel protection as needed by the hour for those that are traveling to Batam, Bintan and Malaysia.
To launch this product – a first of its kind – we needed to deliver a campaign that was unlike any other. Rather than looking to partner with something existing, we brought back an old Singaporean favourite travel TV show, Same Same But Different. The show was famous for bringing unexpected itineraries to the same old places, giving us the perfect platform to natively educate consumers on our product, whilst creating talkability.
Supported by strategic OOH and digital buys, we succeeded not only in driving awareness and recognition of the new product, but smashed the target policies, delivering +146% vs target.
Entry video
Entry credits
- Anny Huang, VP and Head, Digital Growth, Income Insurance Limited
- Gary Foo, Lead, Growth Acquisition, Income Insurance Limited
- Allison Koay, Assistant Manager, Growth Acquisition, Income Insurance Limited
- Andrea Lim, Senior Manager, Performance, OMD Singapore
- Desiree Sim, Performance Planner, OMD Singapore
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1
Brand team of the year
Award
Company
Rascal + Friends
Summary
Rascal + Friends is a big-little brand from New Zealand, now available in 23 markets. In pursuit of disrupting the stagnant nappy category, the small (but mighty!) team has worked relentlessly to establish it as the world's fastest-growing nappy brand. Led by 4 core brand marketing members from the Auckland office, and supported by in-house expertise spanning multiple functions, they have uniquely pioneered the creation of an internal agency to remain at the forefront of industry trends.
As a digital-first brand, the brand team is dynamic, agile and leverages efficiencies of digital and social media to meet customers at every stage of their purchasing journey. Understanding where consumers are engaging, and continually optimising their marketing mix, content, and brand messaging to drive reach, frequency, and mental availability has proven successful in converting brand-loyal customers in a historically duopolistic category.
Rascal + Friends has truly embodied what it means to be disruptive and elevated the brand to the global stage. Highlights over the past 12 months include:
Partnering with CoComelon, the world’s #1 kids' entertainment brand, to launch a limited edition nappy print
Becoming the #1 liked and followed nappy brand on TikTok, amassing a community of over 118,000 followers, 2.4 million likes, 290 million views of the #rascalandfriends hashtag and global headline features dedicated to their TikTok strategy
Delivering 749 million impressions across Facebook, Instagram, TikTok and YouTube
Winning 25 major baby & brand awards (to add to the collection of 40+!)
Donating 220,000 nappies to families in need
Entry credits
- Amelia Watson, Head of Marketing – Baby, ZURU Group, Rascal + Friends
- Hannah Morris, Marketing Manager, ZURU Group, Rascal + Friends
- Brittany Eng, Content Marketing Manager, ZURU Group, Rascal + Friends
- Tahlia Rawle, Marketing Executive , ZURU Group, Rascal + Friends
- Natalie Pene, Senior Graphic Designer, ZURU Edge
- Chantal Bayley, Design Project Manager, ZURU Group, Rascal + Friends
- Megan France, Account Manager at HRC Total Solutions, ZUZU Group
- Hayden Skelton, Head of Digital , ZURU Group, Rascal + Friends
- Joshua Nightingale, Performance Marketing Manager, ZURU Group, Rascal + Friends
- Ruby Carter, Performance Marketing Executive, ZURU Group, Rascal + Friends
- Christie Pope, Customer Service Lead, ZURU Group, Rascal + Friends
- Jenna Macalagay, Regional Marketing Executive, ZURU Group, Rascal + Friends
- TV Huynh, Vietnam Group Brand Marketing Manager, ZURU Group
- Jennifer Yu Tan, Marketing, ZURU Group
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1
Agency leader of the year
Award
Breaking Barriers and Empowering Teams: Nathalie Ramirez's Leadership with a Difference at Maker Lab
Company
Maker Lab
Summary
In May 2023, Nathalie Ramirez, currently the Marketing Director, will take on the role of Global Chief Growth Officer at Maker Lab, a Singapore-based digital agency that specializes in embedding "micro-agencies" within client marketing organizations. Nathalie has been a key member of the leadership team which has achieved phenomenal success and shaped Maker Lab to be the thriving, innovative powerhouse it is today.
Nathalie's empathetic leadership, unwavering dedication, and passion for driving growth and expansion has helped to drive substantial revenue growth and remarkable company expansion across APAC, the UK, and the US. Her focus on building strong client relationships and fostering genuine partnerships has contributed to new business wins and revenue opportunities.
Nathalie highly emphasizes creating a diverse and talented team, nurturing an environment where innovation, open communication, and continuous learning thrive. She prioritizes employee well-being and satisfaction, cultivating a workforce equipped to meet the evolving needs of the industry.
As Global Chief Growth Officer, Nathalie will continue to lead Maker Lab's APAC business strategy, operations, and new business growth alongside the Founder and CEO. Her relentless pursuit of excellence, focus on continuous improvement, and commitment to fostering a culture of innovation and open communication are qualities that truly set her apart as an exemplary leader. With Nathalie at the helm, Maker Lab is poised to continue reaching new heights of success year after year, all while redefining the agency experience and leaving a lasting impact on the industry.
Entry credits
- Nathalie Ramirez, Global Chief Growth Officer, Maker Lab
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6
Social Media
Highly Commended
Company
Interactive Avenues – A Reprise Network Company
Client
Spotify India Private Limited
Summary
‘Podcast Pe Suna’ (Heard it on Podcast) was a first-of-its-kind podcast marketing experiment through which we set out to increase podcast listening in the country and create podcast-listening habits amongst Indians. The month-long campaign looked at podcast marketing from a very unique lens, that of learning, and developed a new perspective on audio listening amongst India’s motivated self-learners.
Through our efforts across multiple digital and social platforms, we increased podcast listenership for Spotify India - daily active users increased by 2x, resulting in 70% incremental listeners and 40% incremental Monthly Active Users (MAUs). And most importantly, the campaign made a large cohort perceive podcasts as an impactful way to learn more about the world around them.
Entry video
Entry credits
- Harmeet Kaur, Manager, Interactive Avenues – A Reprise Network Company
- Tanpreet Singh, VP, Interactive Avenues – A Reprise Network Company
- Priyanka Mohanty Nayadu, VP, Interactive Avenues – A Reprise Network Company
- Sahil Gupta, Influencer Lead, Interactive Avenues – A Reprise Network Company
- Shron Shahani, Influencer - Senior Manager, Interactive Avenues – A Reprise Network Company
- Eshwari Pandit, Sr Creative Director, Interactive Avenues – A Reprise Network Company
- Siddhant Majumdar, Head - MBCS, Mediabrands Content Studio - India
- Lijo Pathilchira, Group Head - Creative, Interactive Avenues – A Reprise Network Company
- Xitish Masalia, Sr Copywriter - Creative, Interactive Avenues – A Reprise Network Company
- Sumesh Acharya, Associate Group Head - Creative, Interactive Avenues – A Reprise Network Company
- Sabari Ramanan, Executive - Creative, Interactive Avenues – A Reprise Network Company
- Shipra Srivastava, Head Of Media & CRM, Spotify India
- Bobby Sinha, Digital Media Lead, Spotify India
- Dixita Ghelani, Media Coordinator, Spotify India
- Anthony Joseph, Media & Partnership Manager, Spotify India
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Highly Commended
Company
bKash Limited
Summary
bKash is a Mobile Financial Service company in Bangladesh, with a vision to drive mass financial inclusion.
Eid-Ul-Fitr celebration is the biggest Islamic festivity in Bangladesh. An integral part of the celebration is Salami (the practice of gifting small money to younger people).
Our core objective was to shift the traditional behavior of giving salami upfront to giving salami through bKash, enabling a cashless lifestyle. To keep celebratory spirit intact, the EID Salami through e-wallet trend was launched. The new modality of salami transaction bridged the gap between tradition and technology.
To amplify the Salami trend among youth Salami Tutorials, Eid Salami Card, meme group and page partnerships, art & cartoons, GIFs and stickers, KOL status, and Eid Salami Anthem were executed.
Through partnerships, 119 UGCs and 26 influencer contents were circulated. The campaign, by far, has an estimated reach of 12.7M+ and engagement generation of 348.4K. Around 2000+ UGCs were created in TikTok with the campaign hashtags and salami song. The TikTok hashtags accumulated 9M+ views. This trend cemented itself in the minds of users even more when almost 82% of urban youth saw screenshots of salami on social media with hashtags such as #bkashKoroEidSalami and #bkashSalami.
As a ripple effect of the trend, when people wanted to resort to the traditional method of giving salami, they were insisted to give it through bKash so that the screenshots could be shared to be part of the trend. Netizens coined the term “Eid’s moon on sky, salami sent on bKash.”
Entry video
Entry credits
- Ishtiaque Shahriar, VP, Head of Digital Assets & Communications, Communications, bKash Limited
- Mahfuz Sadique, Chief Communications Officer, bKash Limited
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Company
Edelman India
Client
KFC India
Summary
Indians love their spices and when it comes to food, most of us are always looking for that PERFECT dish with the PERFECT amount of everything, and the most important - the absolute ‘sahi’ spice. But until recently, something so perfectly balanced, which could tick all the boxes for us just didn’t exist!
In a world full of either too much or too little spice, KFC India introduced a spicy surprise for every chicken lover. The KFC Peri Peri Chicken, featuring delicious, crispy, juicy KFC Chicken topped with the flavourful Peri Peri sprinkle. With just the sahi spice, na kam, na zyada, KFC Peri Peri became nothing less than sooooper very very!
Something so perfectly spicy was sure to tingle taste buds. And a cult product with the sahi spice, needed a perfectly sahi and spicy communication strategy to make its way into consumers’ hearts.
To reach young Indian consumers, we had to tap into the medium they spend most of their time on – aka Instagram. We identified top ranking profiles from each region and developed an engaging narrative aimed at getting Young India to double tap (and add to order!)
Entry credits
- Disha Gupta, Senior Account Executive , Edelman India
- Sasha Bahukhandi , Associate Vice President , Edelman India
- Karishma Gupte , F&B Sector Head , Edelman India
- Megha Bhatia , Senior Brand Manager, KFC India
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Company
Interactive Avenues – A Reprise Network Company
Client
Magica Sports Ventures Private Ltd. (Tamil Thalaivas)
Summary
Vivo Pro Kabaddi League (PKL) is one of the most followed professional sports leagues in India. Just like any other sport, PKL fans too fight it out on social media while their teams battle it out on the playing field. But this story is about one team – Tamil Thalaivas, that was always considered the underdog… a team that even fans loved to hate!
How did they turn this story around? An innovative social media strategy, powered by strong cultural insights helped Tamil Thailavas transform from being one of the most trolled teams to becoming one of the most loved Kabaddi teams, in just 150 days.
It all started with one powerful thought – #IdhuNammaTeam – ‘This Is Our Team’. This hashtag became the starting point of their new social media identity and led to creation of a completely new style of content.
From talking the language of the fans to incorporating pop culture nuances across all social media platforms, Tamil Thalaivas broke down all the barriers that stood between them and their fans. Soon, their social feed stopped looking like a bulletin board and their fans started awaiting every post and story with bated breath.
This new approach met with a whopping organic increase in followers and engagement!
Facebook:
• 40K new followers
• 1.25 million engagements
Instagram:
• 171K new followers
• 10.68 million engagements
Twitter:
• 25K new followers
• 943.3K engagements
Entry video
Entry credits
- Abdul Basith, Creative Director, Interactive Avenues – A Reprise Network Company
- Anuradha Sadagopan, Senior Director – Client Servicing, Interactive Avenues – A Reprise Network Company
- Nibin Reny Philip, Senior Executive – Client Servicing , Interactive Avenues – A Reprise Network Company
- Sathya Narayanan, Creative Director, Interactive Avenues – A Reprise Network Company
- Vikranth Subramani, Group Head - Creative, Interactive Avenues – A Reprise Network Company
- Arul Raja, Sr. Creative Visualiser, Interactive Avenues – A Reprise Network Company
- Sundaresan Annadurai, Creative Visualiser , Interactive Avenues – A Reprise Network Company
- Sharath K, Senior Visualizer, Interactive Avenues – A Reprise Network Company
- Kapil Sagar, Asst. Manager - Content, Interactive Avenues – A Reprise Network Company
- Aswathi Venkatesh , Management Trainee - Client Servicing , Interactive Avenues – A Reprise Network Company
- Antony Manu, Chief Marketing Officer, Magica Sports Ventures Private Ltd
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Award
Company
WiredCo.
Client
Pizza Hut
Summary
WE DIGITALLY HACKED AUSTRALIA’S SUPER BOWL, DELIVERING PIZZA HUT’S BIGGEST EVER SALES MONTH AND AN ROI OF 6.7.
Faced with the challenge of growing and protecting your brand, would you play it safe? Or be brave and digitally hijack Australia’s biggest sporting event in real-time?
For brands, there’s something awesomely attractive, yet fierce about State of Origin; after all, it’s Australia’s Super Bowl. But for any brand brave enough to attempt a slice of the action without paying a hefty fee to the NRL, there’s scrum sized consequences (financial and reputational) for breaking their ‘ironclad’ rules.
That’s why you probably can’t name many brands who’ve tried or succeeded?
We didn’t pay a cent, but that didn’t stop us from daring to digitally hack the biggest sporting event in Australia in real-time, creating the most successful social campaign in Pizza Hut’s 50+ year history.
Entry video
Entry credits
- Tamsin Lysons, National Head of Marketing, Pizza Hut Australia
- Simon Stocks, Marketing and Digital Director , Pizza Hut Australia
- Ash Byers, Head of Paid Media , WiredCo.
- David Kennedy, Partner, WiredCo.
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Company
dentsu, Carat
Client
Philips Domestic Appliances
Summary
This eCommerce campaign was executed across APAC. The main goal of the campaign was sales, with our aim to get consumers with a plethora of different mindsets to purchase Philips Domestic Appliances (DA) products over competitors through personalised marketing on social media.
The customer-centric campaign personalised the ad experience for individuals, responding based on their reaction, while nurturing them down the funnel.
This campaign further demonstrates the innovative use of different social media (Meta and Tik Tok) and how we managed to bridge the wall gardens of both platforms. The first of its kind, this has enabled us to remain nimble in terms of budget fluidity to drive performance.
Across 9.9, 11.11 and 12.12 Mega Sales Campaign which were the most competitive, we not only met the expected Gross Merchandise Value (GMV) target but exceeded it by up to 53%. ROAS also saw results hitting up to 30% more than planned, indicating greater efficiency in our ad spending. Comparing year-on-year, unit sold have also increased with results reaching 5x more for our 9.9 Campaign in 2022. We saw great results in terms of sales, exceeding targets across all markets.
Despite differing consumer mindsets and varying competitive landscapes, our campaign strategy helped us to compete and drive sales in multiple markets and ultimately achieved the #1 spot on Lazada and Shopee in terms of sales (GMV) for mega sale event. Overall, this campaign demonstrates the comprehensive and brilliant use of social platforms to their full potential.
Entry credits
- Damian Koh, Digital Activation Lead, Philips DA
- Karen Chua, Campaign Manager, Philips DA
- Kim Tai Huynh, Campaign Manager, Philips DA
- Suchaya Chotichurangkul, Campaign Manager, Philips DA
- Kai Kar Go, Content Lead, Philips DA
- Nhat Thuong Pham, Content Manager, Philips DA
- Areepan Klomlee, Content Manager, Philips DA
- Mitzi Ferrer, Client Manager, dentsu, Carat
- Andy Tan, Performance Associate Manager, dentsu, Carat
- Justin Goh, Senior Client Executive, dentsu, Carat
- Hui Yi Ong, Senior Performance Executive, dentsu, Carat
- Lilin Ho, Performance Executive, dentsu, Carat
- Angel Win, Performance Executive, dentsu, Carat
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2
PR
Company
Mahlab
Client
RSL NSW
Summary
RSL NSW is a not-for-profit supporting military veterans with housing, finance, advocacy and health.
By 2022, it faced ruin – membership had fallen from 120,000 to 20,000 and the average age was 78. A third were over the average Australian life expectancy.
Mahlab was tasked with executing an ambitious PR campaign to raise awareness of the group and recruit younger vets to safeguard its future.
As its members are the driving force behind ANZAC Day, Australia’s official day of remembrance, Mahlab decided to frame the campaign around the threat to ANZAC Day to gain the widest PR exposure possible.
A multimedia PR campaign was devised, fronted by former military officer Catherine McGregor, a transgender woman and a high-profile advocate for veterans.
The campaign smashed every target:
- 123 pieces of earned media (300% of target)
- 20 broadcast interviews (500% of target)
- Earned reach over 50 million (500% of target)
- 1,095% increase in pageviews to 97,318
- 9,772 clicks on calls to action
- Engagement up 385%
- Social cost per click of just 30c (average: 97c).
And the wall-to-wall media coverage directly led to spectacular results:
- 507 new members within a month (407% of target)
- More than 2,000 new members in 2022 (350% increase YoY)
- Membership overall increased for the first time in 40 years.
- Average age reduced from 78 to 72.
The impact has been seismic. RSL NSW now has a certain future and can continue to support vulnerable veterans.
Entry credits
- Trina Constable, Head of Communications, Marketing & Membership, RSL NSW
- Em Donnelly, Communications Director, Mahlab
- Aisha Noor, Client Lead, Mahlab
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Award
Company
The Monkeys, part Accenture Song
Client
The Government of Tuvalu
Summary
Tuvalu, a low-lying Pacific nation, is facing an impossible challenge. At the current rate of global sea level rise, the entire country will be submerged in decades.
Tuvalu has been calling for action for years, time has all but run out. As the ocean closes in, Tuvalu is forced to ask: What happens to a country without land?
In his speech at COP27, Minister Simon Kofe announced a radical plan for survival: Tuvalu will become the world’s first Digital Nation.
By recreating Tuvalu in the metaverse, piece-by-piece, the country can preserve its culture, history, and government services, long after its land disappears.
But the Digital Nation is also key to Tuvalu’s survival as a nation. International law currently dictates that a country needs a “defined physical territory” to exist, so Tuvalu risks becoming the first country to lose its sovereignty due to climate change.
The Digital Nation is at the centre of the fight for a new definition of statehood under international law, a way to protect Tuvalu’s sovereignty and place on the world stage.
The project’s launch reached 2.1billion people and 173 major global publications, pressuring leaders into action. A historic loss and damage fund for nations like Tuvalu was established at COP27. Already, nine different nations have agreed to legally recognise Tuvalu’s digital statehood, making the project not just a tragic climate adaptation strategy, but a powerful provocation for global action.
Tuvalu might be the world’s first Digital Nation, but without meaningful action, it won’t be the last.
Entry credits
- Mark Mark, Group CEO and Co-Founder, The Monkeys, part of Accenture Song
- Scott Nowell, Group Chief Creative Officer and Co-Founder, The Monkeys, part of Accenture Song
- Kezia Quinn, General Manager, The Monkeys, part of Accenture Song
- Tara Ford, Chief Creative Officer, The Monkeys, part of Accenture Song
- Barbara Humphries, Executive Creative Director, The Monkeys, part of Accenture Song
- Beth OBrien, Head of Innovation, The Monkeys, part of Accenture Song
- Cameron Bell, Creative Director, The Monkeys, part of Accenture Song
- Sam Dickson, Creative Director, The Monkeys, part of Accenture Song
- Alex Polglase, Senior Art Director, The Monkeys, part of Accenture Song
- Jake Ausburn, Senior Copywriter, The Monkeys, part of Accenture Song
- Penny Brown, Head of Production, The Monkeys, part of Accenture Song
- Tamera Wohl, Digital Producer, The Monkeys, part of Accenture Song
- Eva Godeny, Digital Design Lead , The Monkeys, part of Accenture Song
- Hugh Munro, Head of Planning, The Monkeys, part of Accenture Song
- Lucy Sundberg, GTM & Strategy Director, Sustainability Studio, Accenture Song
- Glenn Stewart, Director, Collider
- Karen Bryson, EP/Producer, Collider
- Rachael Ford-Davies, Managing Director, Collider
- Glenn Stewart, 3D Animation, Collider
- Joseph Harper , Additional Vfx, Collider
- Matt Fezz, Colourist, Collider
- Leliani Abels , CEO, Thrive
- Nathan McGregor , Senior Account Director , Thrive
- Tess McDonald , Senior Account Manager , Thrive
- Anna Laskaris , Senior Account Manager , Thrive
- Maddy Beck , Senior Account Executive , Thrive
- Sarah Nguyen , Account Coordinator , Thrive
- Sophie Thomason , Account Coordinator , Thrive
- Surya Winata , Tech Lead , Accenture Song
- Accenture Song The , React Developer , Accenture Song
- Steve Deng , React Developer , Accenture Song
- Ryan Dickinson, Creative Director, MassiveMusic
- Haydn Walker, Composer, MassiveMusic
- Simon Kane, Sound Designer, MassiveMusic
- Katrina Aquilia, Executive Producer, MassiveMusic
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5
Experience
Company
Eliphant
Client
Advanced Micro Devices, Inc.
Summary
AMD is the high performance and adaptive computing leader, powering the products and services that define the future of PCs, gaming, communications, artificial intelligence and more.
To achieve real progress, it takes groundbreaking innovation and human ingenuity working together to create something better than either could achieve alone.
AMD and PARKROYAL COLLECTION Pickering partnered to overhaul the perspective that work and play are often mutually exclusive. Together with the gaming ecosystem supporting partners ASUS, Microsoft, Secretlab and Monster Energy, AMD set about to create a bold and immersive gaming experience that was ideal for both business and leisure travellers.
Singapore is a travel hub for the Southeast Asia region, and staycations are popular among the locals. With gaming and esports becoming more mainstream and accepted as part of one's lifestyle, we created a gaming suite that catered to tech-savvy business travellers, who could comfortably work or multitask on a high-performance workstation which also doubled up as a game station.
The hotel gaming suite was the first of its kind in Singapore, and received very positive feedback from industry partners, media, guests and gaming audiences across the region.
Entry video
Entry credits
- Daniel Chia, APJ Consumer Marketing Lead , AMD
- Cavin Koh, Director, Strategic Partnerships, Eliphant
- Elicia Lee, Managing Director, Eliphant
- Wei Yang Lim, Sales Manager, PARKROYAL COLLECTION Pickering
- Reuben Sim, Head of Creative, Eliphant
- Ying Xin Tan, Designer, Eliphant
- Wee Ling Lim, Director, APRW
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Company
B+ Clinic
Summary
On the 26th of September 2022, B+ Clinic opened its doors to the public during its 7-day launch by inviting 335 high-profile guests to garner awareness of this new, aesthetic clinic in town.
B+ Clinic was founded to make premium aesthetic treatments accessible to the general public. In our objective to re-invent a typical clinic space, we ensured the overall creative setting, art and visual direction were all futuristic. Keeping the tropical weather in mind, we provided matcha shots in a syringe for each guest to squeeze themselves.
There were also organised activations that were educational and an integral part of the total brand experience. The first activation was the H.A. Pool. Guests were required to scoop out the green balls in a pool filled with many silver balls to show that the HA+ Collagen Complex Skin Booster Treatment offered is unique and differs from the rest as it is formulated with a blend of 48 different ingredients.
The other activation was H.A. Pew Pew where the guests had to pick a gun and shoot their skin worries down. The guests were then led into the last room where we showcased what the actual treatment room would look like and right above the treatment chair was a mirror intentionally installed for transparency.
As a result, we made MYR 1,000,000 ($186,462) in total value for media with 20M impressions on social media alone. We also had an increase of 85% in terms of awareness and interest (leads) compared to pre-launch.
Entry video
Entry credits
- Joseph Pek, Head of Social, Emax Beaute
- Emma Seak, Brand Manager, Emax Beaute
- Michelle Francis, Marketing Manager, Emax Beaute
- Calvin Cho, Senior Social Media Specialist, Emax Beaute
- Elly Elinna Fauzi, Social Media Manager, Emax Beaute
- Sharon Tang, Social Media Executive, Emax Beaute
- Natasha Iskandar, Social Media Executive, Emax Beaute
- Brad Yoon, Assistant Advertising Manager, Emax Beaute
- Akid Yeap, Videographer, Emax Beaute
- Noor Shamira Yazid, Copywriter, Emax Beaute
- Julianne Jeyapragasam, Copywriter, Emax Beaute
- Celine Ooi, Performance Marketing Manager, Emax Beaute
- Jossie Ng, Senior Graphic Designer, Emax Beaute
- Felicia Chong, Product Development Specialist, Emax Beaute
- Wilson Lee, CEO, Emax Beaute
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Award
Company
Marriott International/Media.Monks
Client
Marriott International
Summary
Moxy is a young and trendy brand for travellers who are young at heart - we call them the Fun Hunters. As a relatively new brand in APAC, having only entered the market in 2017, Moxy needed to make a splash with its 2021 China launch and focus on dramatically increasing brand awareness and establishing a compelling positioning with fast-growing GenZ consumers. With the ambition to triple property footprint within the next 5 years, we had to make some noise.
So in 2022 summer, Moxy took the rising trend of Metaverse and gaming culture, and gave its own spin, creating a first-of-its-kind campaign in the APAC hospitality market.
Introducing, “Moxy Universe, Play Beyond”, an integrated campaign that broke the boundaries between offline and online, bringing an elevated and innovative hotel experience designed especially to delight, capture and win the hearts of fun-loving GenZ consumers.
Entry video
Entry credits
- Bart Buiring, Chief Sales & Marketing Officer | Asia Pacific, Marriott International
- Jennie Toh, VP - Brand Marketing & Brand Management | Asia Pacific, Marriott International
- Patricia Cheung, Senior Director, Brands & Destination Marketing | Asia Pacific, Marriott International
- Yiting Mao, Senior Manager, Brand & Destination Marketing | Asia Pacific, Marriott International
- Michele Lv, Senior Director, Brand PR & Comms | Asia Pacific, Marriott International
- Cynthia Lai, Senior Manager of Brand Management | Asia Pacific, Marriott International
- Chris Leung , Director of Brand Management | Asia Pacific, Marriott International
- Sarah Lipton, VP - Premium & Select Brand Marketing, Marriott International
- Caroline Goodness, Director, Select Brand Marketing, Marriott International
- Nicolette Harper, Global Vice President of Media, Marriott International
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Highly Commended
Company
Nex Technology Pte Ltd
Client
Tiger Beer Myanmar
Summary
In 2022, during the Year of the Tiger, Myanmar's Gen Zs felt hopeless due to COVID and political instability, making community engagement a difficult feat. Tiger Beer's 360 campaign rose to the challenge by making it our mission to rally Myanmar’s youth to reawaken their ambitions, uncage their creativity, and dream again. Tiger Beer’s 360-campaign provided avenues for expression and creation, harnessing the power of the arts. The community responded with awakened hopes and made Tiger the #1 beer during the year of the Tiger.
Entry video
Entry credits
- Eunice Maximo, Managing Director, Nex Technology Pte Ltd
- Eucel Maximo, Business and Commercial Director, Nex Technology Pte Ltd
- Kenneth Carsula, Strategy Director , Nex Technology Pte Ltd
- Myat Noe Khin, Account Director, Nex Technology Pte Ltd
- Chit Ko Soe, Creative Lead, Nex Technology Pte Ltd
- Claudia Schneider, Marketing Director, Heineken
- Annie Giang, Marketing Manager, Heineken
- Soe Swe Zin Tun, Brand Manager, Heineken
- Evelyn Su, Account Manager, Nex Technology Pte Ltd
- Moe Sam Pan, Account Manager, Nex Technology Pte Ltd
- Thae Nay Nwe Soe, Sr Account Executive, Nex Technology Pte Ltd
- Kyaw Htet Ko, Account Executive, Nex Technology Pte Ltd
- Chan Myae Ko, Community Manager, Nex Technology Pte Ltd
- Chan Myeat Naing, Sr Art Director, Nex Technology Pte Ltd
- Kyawt Kay Khine, Sr Account Manager, Nex Technology Pte Ltd
- Pyi Htike Tan, Art Director, Nex Technology Pte Ltd
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Company
dentsu one Taipei
Client
Yahoo
Summary
Yahoo TV has enhancing the immersive content experience since 2017 and has very strong solution by our virtual production technology. The virtual production blurred the line between real and virtual word. It's also the easiest way to get into metaverse. There are 3 advantages of Yahoo TV virtual production:Fast, easy to adjust on shooting spot, and no need post production.
In the past year, we had the findings that "Experience marketing" is the best way to deliver our immersive solutions. We chose 3 key VVIP clients to have the further advanced and exclusive immersive experience. All clients would join us in metaverse and be the part of the immersive creators.
Entry video
Entry credits
- WEIHUA PENG, Senior Marketing Manager, Yahoo
- Bull Hsu, Producer, Yahoo
- Hayley Wen, Executive Creative Director, dentsu one Taipei
- Will Chen, Associate Creative Director, dentsu one Taipei
- Joe Liao, Associate Creative Director, dentsu one Taipei
- Woody Huang, Senior Designer, dentsu one Taipei
- Cheryl Tou, Associate Vice President, dentsu one Taipei
- Paul Huang, Account Manager, dentsu one Taipei
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5
Advertising
Company
Dentsu, iProspect
Client
Accor Hotels
Summary
With travel restrictions in Southeast Asia easing, a renewed hospitality market is emerging. Traveler behavior has been drastically affected, causing pent-up travel demand, giving birth to a massive wave of revenge travelers, which is bound to impact the way Accor envisions its advertising strategy.
Discover Asia Like Never Before campaign was set out to achieve 2 objectives through 2 campaign bursts, first was to maximize room bookings made to Southeast Asia, second was to increase customer lifetime value by acquiring new members as based on Accor’s 2022 Business Review, past bookers and Accor loyalty members on average generate 2.6x higher revenue vs non-members.
This called for a revamp in Accor’s marketing strategy. Gone were the days of utilizing the outdated 3-Tier traditional marketing funnel where the journey ends the moment users’ book. Accor curated its version of a modernized ‘Bow Tie’ marketing funnel instead of a 3-Tier traditional marketing funnel which extends beyond the conversion stage. It sees the potential of newly converts to be Accor brand advocates by registering for Accor’s membership programme which aims to achieve retention through this 360-user journey.
This campaign demonstrates brilliance in advertising strategy whereby the bowtie strategy had successfully not only met, but exceeded its planned booking targets by +530%, generating an astounding +$37mil in booking revenue at 2x greater CPA efficiency vs forecasted. Accor also managed to recruit 7,870 new Accor members, increasing customer lifetime value, and achieved 130x return on ad spend which sets an all-time high ROAS record for Accor!
Entry image
Summary Brilliance in Advertising Strategy.pdf
Entry video
Entry credits
- Zahidah Zain, Performance Associate Manager, iProspect
- Michelle Tan, Performance Executive, iProspect
- Ber Han Ong, Senior Client Manager, iProspect
- Sarah Guichard, Client Director, iProspect
- Stephanie Simmons, Associate Client Partner, iProspect
- Sanket Sasane, Director of Paid Media, Accor
- Izaac Chan, Paid Media Manager, Accor
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Highly Commended
Company
The Hallway
Client
GOTCHA4LIFE FOUNDATION
Summary
Male suicide is Australia’s #1 public health problem for men. Statistics show that 1 in 8 men will experience depression in their lifetime and 1 in 5 will suffer from anxiety. But Australian men are notoriously reluctant to reach out for help and talk about their feelings when they’re struggling. Instead, they try to “man up” and keep their problems to themselves. The consequences of this are horrifying: every day in Australia an average of seven men take their own life. Our objective was to get men to actively re-evaluate their perceptions of “manliness” and normalise men talking about what they’re going through and so get them to seek help when they need it.
Entry video
Entry credits
- Simon Lee, Executive Creative Director/Copywriter, The Hallway
- Aldo Ferretto, Creative Director/Art Director, The Hallway
- Tim Wood, Copywriter, Freelance
- Iain MacMillan, Art Director, Freelance
- Dallas Woods, Copywriter & Singer, Freelance
- Tim Mottau, Head of Strategy, The Hallway
- Chris Murphy, Account Director, The Hallway
- Carolyn Starkey, Film Producer , The Hallway
- Michael Wilson, Producer , The Hallway
- Mat Rawnsley, Comms Strategist , The Hallway
- Jules Hall, CEO, The Hallway
- Gus Worland, Founder/Director, GOTCHA4LIFE FOUNDATION
- Savannah Fielder, Head of Marketing & Communications, GOTCHA4LIFE FOUNDATION
- Tom Campbell, Director, Good Oil
- Catherine Warner, Producer , Good Oil
- Sam Long, Executive Producer , Good Oil
- Sam Chiplin, DoP , Good Oil
- Cameron Bruce, Musical Director/Arranger , Good Oil
- Charlton Hill, Music Supervision , Uncanny Valley
- Justin Shave, Music Producer, Uncanny Valley
- Matt Perrott, Audio Post , Mighty Sound
- Phoebe Taylor, Editor , Arc Edit
- Olivier Fontenay, Colourist , Arc Edit
- Jennifer Cummins, Executive Producer , Heiress Films
- Jackie Turnure, Impact Producer, Heiress Films
- Hannah Watkins, Publicist , Heiress Films
- Elle Williams, Website Designer/Developer, Heiress Films
- Harrison Lochtenberg, Impact Coordinator , Heiress Films
- Abbey Cummins, Social Media Coordinator, Heiress Films
- Saarika Shah, Head of Industry Partnerships, UnLtd
- Chris Freel, CEO , UnLtd
- Rachel Troy, Chief Operating Officer , UnLtd
- Jason Maggs, Head of Initiative Impact & Senior Director of Strategy, Initiative
- Danielle Galipienzo, Director, Client Advice & Management, Initiative
- Melissa Fienne, CEO, Initiative
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Highly Commended
Company
OMD Singapore
Client
Income Insurance Limited
Summary
Whether it’s driving over the border to Johor Bahru for an afternoon of spa treatments or a short ferry ride to Bintan for a weekend of Golf, spontaneous weekend getaways to Batam, Bintan and Malaysia have always been popular with Singaporeans. However, travel insurance for short trips can be expensive and the perception that short trips, close by are less risky means that many people often end up traveling uninsured.
In April 2022, Income launched FlexiTravel Hourly Insurance, Singapore’s first travel insurance that enables travellers to purchase travel protection as needed by the hour for those that are traveling to Batam, Bintan and Malaysia.
To launch this product – a first of its kind – we needed to deliver a campaign that was unlike any other. Rather than looking to partner with something existing, we brought back an old Singaporean favourite travel TV show, Same Same But Different. The show was famous for bringing unexpected itineraries to the same old places, giving us the perfect platform to natively educate consumers on our product, whilst creating talkability.
Supported by strategic OOH and digital buys, we succeeded not only in driving awareness and recognition of the new product, but smashed the target policies, delivering +146% vs target.
Entry video
Entry credits
- Anny Huang, VP and Head, Digital Growth, Income Insurance Limited
- Gary Foo, Lead, Growth Acquisition, Income Insurance Limited
- Allison Koay, Assistant Manager, Growth Acquisition, Income Insurance Limited
- Andrea Lim, Senior Manager, Performance, OMD Singapore
- Desiree Sim, Performance Planner, OMD Singapore
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Company
GCash In Association with Affle's MAAS Platform
Client
GCash
Summary
The Philippines is facing a pressing issue of financial exclusion, with more than half of its population being unbanked. Establishing physical financial centers in the country is challenging due to developmental factors. As a result, there is an urgent need to digitize the Filipino finance landscape. GCash recognized the gaping need for financial services in the Philippines and decided to spearhead digital payments across all transactions.
GCash wanted to significantly grow in their user acquisition journey in the Philippines right from Tier 1 cities to eventually going deeper in PH by targeting the right set of users and reaching out to them in the most effective way. But the challenge was to amplify product awareness in markets where the app’s penetration is low.
Leveraging Affle's MAAS programmatic platforms, Gcash identified the right audience demography for its fintech service and diversified the campaign across multiple channels where the targeted audience was most likely to convert. Campaign reach maximized with multichannel approach like MAAS Exchange, directly integrated publishers & OEM. With AI/ML-based precision targeting, MAAS was able to generate valuable installs that converted better down the funnel. And MAAS was able to produce higher top-of-the-mind recall with the use of ad placements at multiple contact points on consumers' mobile devices with OEM recommendations.
There has been a remarkable 40% increase in the number of installs, and a staggering 50% increase in registered users, with over 60 million users registering by May 2022.
Entry video
Entry credits
- Diksha Sahni, Communications & PR, Affle’s MAAS Platform
- Anirudh Bapna, Associate Director, Client Success, Affle’s MAAS Platform
- Siddharth Barman, Associate Director Marketing, Affle’s MAAS Platform
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Award
Company
Draftline
Client
AB InBev
Summary
The FIFA World Cup is where stories of greatness come alive and make their space in history. It’s the stage where ordinary people can become extraordinary. So, our global creative idea, quite fittingly was – “No matter your tunnel, The World is Yours to Take.”
Budweiser wanted to embrace the World Cup in the context of India and integrate the narrative of the brand in a manner that would weave into the social fabric of the country and connect with football fans in a manner unlike before - by sharing knowledge, sparking conversations, and deeply inspiring them about the sport.
With over 50 brands associating with the World Cup in India, we wanted to ensure we had the highest share of buzz and be inseparable from all the excitement and positive sentiment associated with the event. Budweiser leveraged multiple touchpoints to connect with football fans in a manner unlike before - by sharing knowledge, sparking conversations, and deeply inspiring them about the sport.
We were the No.1 brand in Share of Buzz with other global world cup sponsors such as Adidas at -15%, Hisense – 11%, Coke –3%. We overachieved our Brand Power Score from 29.5 to 30.7. 3. We overachieved Net revenue of $39.35 Mn, against a target of $37 Mn (previous year NR was $22 Mn).
We achieved 1.6B impressions for the brand across social, digital and PR making the biggest brand marketing campaign for the brand – ever.
Entry video
Entry credits
- Vineet Sharma , VP MARKETING & NBD INDIA, AB InBev
- Ankit Kataria , Connections Director MARKETING & NBD , AB InBev
- Prithvi Bajaj , Senior Brand Manager, Budweiser, AB InBev
- Shouvik Tarafder , Manager Creative DRAFTLINE & CONNECTIONS , AB InBev
- Jayaram Shankar, Senior Manager - Strategy & Planning Draftline DRAFTLINE & CONNECTIONS, AB InBev
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4
Data/Insight
Company
Jago In Association with Affle's MAAS Platform & OMG
Client
Jago and OMG
Summary
Jago, a digital banking platform aimed to provide a modern and user-friendly banking experience that would allow Indonesians to focus on spending quality time with family and friends without worrying about their finances. However, despite their innovative services, low user awareness was a significant challenge for Jago's growth. To address this challenge, Jago partnered with MAAS Platform to swiftly expand their user base and drive registrations while optimizing cost-effectively.
MAAS Platform utilized a data-driven approach to analyze user behavior and preferences. This enabled them to identify pertinent target segments and develop dynamic creative formats, such as pictures, videos, and gifs, that would resonate with these segments. By displaying personalized and relevant messaging to the appropriate target segments, the marketing campaign improved user behavior, encouraging them to complete the installation process and move on to registration.
As a mobile-only digital banking platform, Jago allocated its entire budget to mobile marketing, diversifying its campaign across various channels, such as MAAS Exchange, ASA, OEMs, and more, to attract high-intent users likely to adopt a fintech app in their day-to-day life. The multichannel approach helped in identifying and prioritizing high-performing channels to optimize ad spending.
The campaign delivered the highest ROI by achieving all the business KPIs, including an effective cost per registration and quality of installs. The results were impressive, with a 50% increase in conversion ratios, a six-fold increase in the number of installs, and a significant 31% reduction in customer acquisition costs.
Entry video
Entry credits
- Siddharth Barman, Associate Director Global Marketing , Affles MAAS Platform
- Diksha Sahni, Communications & PR, Affle’s MAAS Platform
- Anirudh Bapna, Associate Director, Affle’s MAAS Platform
- Deependra Singh Shekhawat, Head of Digital & Performance, PT Omnicom Media Group Indonesia / OMD
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Company
HealthifyMe In Association with Affle's MAAS Platform
Client
HealthifyMe
Summary
HealthifyMe Indianized the HealthTech space with its extensive collection of food items, allowing for more precise calorie tracking. With their AI assistants, social features, and personalized consultations with dieticians and fitness coaches, HealthifyMe garnered great user engagement.
MAAS optimized creatives for HealthifyMe, which worked well with HealthifyMe's goal of converting more registered users to premium users and scaling monetization. This led to identifying the best creative types and sizes, reducing wastage, and optimizing ROI.
HealthifyMe used mobile marketing to establish a closer connection with its target audience. They relied heavily on User Generated Content and Celebrity Endorsements to make an impact. Their strategy was effective, but they wanted to reach their customers more directly on their mobile devices. Partnering with MAAS was the ideal solution to reach fitness enthusiasts, and within two months of the campaign, the company saw a significant rise in its revenue.
HealthifyMe diversified its campaign across MAAS Exchange and OEMs to draw in high-intent users likely to subscribe to online fitness/health programs. The diversification helped MAAS create audience lookalikes and widen the target pool. AI/ML-based precision targeting enabled MAAS to generate valuable installs and better conversions. OEM recommendations and ad placements at various touch points on users' mobiles raised awareness.
With creative, and effective usage of performance marketing channels, HealthifyMe was able to drive a distinct image in the user's mind. The campaign was highly successful, with a 173% increase in Registrations and a 345% increase in Conversion Ratio.
Entry video
Entry credits
- Siddharth Barman, Associate Director Global Marketing, Affles MAAS Platform
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Highly Commended
Company
TenMax AdTech Lab
Client
Traveloka Vietnam
Summary
Traveloka, a leading online travel platform in Southeast Asia, aimed to revitalize tourism in Vietnam to its pre-pandemic levels by launching a large-scale promotion campaign during Black Friday in 2022. However, Traveloka faced several challenges, including the relatively slow recovery of APAC's tourism and the competition from other online travel agents.
To overcome these challenges, Traveloka collaborated with TenMax to launch a Black Friday campaign that utilized programmatic strategies with TenMax's exclusive technology. First, TenMax laid the foundation by using Traveloka's first-party data as the core audience and expanded the potential audience pool with TenMax's DMP, which is integrated with 2nd and 3rd-party data from the open web.
TenMax's Real-time Intention Signal Analysis powered by data and AI was the key to elevating the campaign, helping quantify the user's intention level and deliver the right ad to the right user with contextual analysis. According to the insights, the system provided less intrusive ads to mild intents, high-impact ads to fair to absolute potentials, and generated lookalike audiences for converted users.
The campaign resulted in a 1.5 times increase in total transactions on Traveloka, a 1.4 times improvement in click-through rate (CTR), and a 2.5 times increase in revenue compared to October 2021. The total bookings also skyrocketed 5 times over the same period last year. With TenMax's Intention Signal Analysis, the campaign catapulted Traveloka into a leading brand that contributed significantly to the recovery and sustainability of Vietnam's post-pandemic tourism sector.
Entry credits
- Jeremy Lin, Regional Business Director, TenMax
- Wendy Chiang, Senior Manager, TenMax
- Zoe Li, Brand Designer, TenMax
- Tobey Teng, Marketing Assistant Manager, TenMax
- Jon Dang, Business Development Specialist, TenMax
- Mai Nguyen, Business Operations Specialist , TenMax
- Thanh Ngoc Mai, Marketing Manager , Traveloka Vietnam
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Award
Company
Merkle Singapore and Tealium
Client
Income Insurance Limited
Summary
Income Insurance Limited (Income) currently serves 1.7 million Singaporeans. Like most companies in a regulated industry, Income found it difficult to transform legacy systems and processes into meaningful digitisation to create excellence in omnichannel customer experiences (CX).
As with all insurance companies, online and offline channels work concurrently to build relationships with customers and drive revenue. The unification of disparate online and offline data sources becomes important in creating an impeccable CX for customers.
Working with their digital agency, Merkle, and customer data platform (CDP) pioneer, Tealium, Income created a centre of excellence and source of segmentation.
Through digital transformation, Income:
1. Aligned disparate data sets
2. Allowed all silos to talk to each other
3. Unified offline and online data to create enriched data sets
4. Centrally segment customers based on real time data
5. Facilitated real-time hyper-personalisation at scale
6. Accelerated operational efficiency
The results were groundbreaking. Year-over-year (YoY) figures between 2021/22 and 2022/23 illustrate the full story:
● Income increased its market share and retained its position as the leading insurance company with the most market share
● Income saw a 509% year-on-year growth through its travel campaigns
● Income’s digital business saw a 85% year-on-year growth
● Digital growth now accounts for a third of Income’s entire revenue, a significant increase compared to the same period in 2021.
Entry credits
- Anny Huang, VP & Head of Digital Growth, Income Insurance Limited
- Jones Tay, Lead, Growth Platform and MarTech, Income Insurance Limited
- Jia Enn Lim, Digital Growth Executive, Income Insurance Limited
- Shaun Au Yong, Director, Data & Marketing Effectiveness, Merkle Singapore
- Shobham Singh, Associate Director, Analytics, Merkle Singapore
- Prerna Khatri, Senior Consultant, Marketing Automation and Loyalty, Merkle Singapore
- Sebastian Leow, Client Success Manager, Merkle Singapore
- Mandy Eyles, VP, Partnerships, APJ, Tealium
- Marie-Louise Dalton, VP, Marketing, APJ, Tealium
- Renee Tng, Customer Success Manager, Tealium
- Anna Koleth, Head of Product & Content Marketing, APJ, Tealium
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2
Public sector/charity/not for profit
Company
RED2 DIGITAL SINGAPORE PTE.LTD
Client
National Volunteer & Philanthropy Centre (NVPC)
Summary
Giving.sg is a national giving platform in Singapore, supported by the government, and raising funds for over 600 charities and non-profits.
In December 2022, we were tasked with turning around their fundraising campaign – in only 23 days. It was an ambitious brief. Especially since public sector organizations are so often at a disadvantage when it comes to media budgets – so we would have to outthink rather than outspend the competition.
We started with a new strategy. Our research showed that Giving.sg resonated with our audience precisely because it was one place to support causes across Singapore. The platform supports a full range of charitable causes, across the entire country.
To drive donations, we developed an innovative paid media campaign for Facebook, Instagram, TikTok, and Google Search. Each ad featured politicians and celebrities, combining existing content, new bespoke messaging, and AI-created adaptations. All are developed to be as effective as possible within strict time constraints, offering the perfect balance of customization, targeting, and efficiency.
Against all odds, the campaign was a huge success.
The campaign proved highly successful, demonstrating the power of targeted paid media to drive meaningful social impact for public sector organizations.
Entry video
Entry credits
- Luke Janich, CEO, RED2 DIGITAL
- TAI LE, Operations Head, RED2 DIGITAL
- DAT NGUYEN, Digital Media Specialist, RED2 DIGITAL
- VU PHAM, Digital Media Specialist, RED2 DIGITAL
- LINH DANG, Digital Media Specialist, RED2 DIGITAL
- Nicole Amper, Account Manager, RED2 DIGITAL
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Award
Company
University of Technology Sydney
Summary
The University of Technology Sydney (UTS) launched a campaign to boost brand recall overseas and attract international prospects, highlighting their preparation of students for Industry 5.0. They collaborated with TikTok influencer and UTS alumni Stella Morrison for a visually stunning video that utilized live-action footage, 3D animation, VFX, and a dynamic music track. The campaign ran from December 2022 to January 2023, targeting growing markets across Latin America, Southeast Asia, North & Central Asia, South Asia, and Africa. It generated over 81 million impressions, 8 million page engagements, over 900k clicks, and over 800k landing page views in two months. The campaign allowed UTS to showcase their impactful projects and become a leading public university of technology recognized for global impact, committed to innovation and research that benefits industry and society.
Entry video
Entry credits
- Imogen Ross, Marketing Officer, University of Technology Sydney
- Rebecca Garofoletti, Digital Content Producer, University of Technology Sydney
- Stella Morrison, Talent, N/A
- Nathan Turner, Freelance Motion Designer & Director, N/A
- Jefferson Grainger, Director of Photography, Grainger Films
- Rosie Neyle, Freelance Makeup Artist, N/A
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