The first Asian edition of the Festival of Media Awards was held in Singapore last month. With Asia expected to become the world’s second largest advertising market by 2012, the event highlighted the region’s best campaigns.
Johnnie Walker was applauded for its newly-branded vision of Chinese progress. In its ‘Vision of Words’ or ‘Yulu’ campaign, BBH and Ogilvy & Mather targeted the “fickle” young adult demographic by showcasing 12 success stories of Chinese pioneers from all walks of life. The ads struck a chord, winning them Best Use of Content.
The app lets shoppers access information about past sales history, current property listings and recent property sales simply by snapping a photo.
And thanks to handy features like financial tools, consumer guides, click-to-call functionality and instant dialing to CBA, the app has resulted in over 1.2 million property searches to date.
The National Australian Bank also saw success, picking up the Best Communication Strategy Award for its quirky ‘Break Up’ campaign.
Teaming up with ZenithOptimedia and Clemenger BBDO, the bank capitalized on public perception that all banks are similar by staging a nationwide, multiplatform “break up” with its three main competitors.
The ensuing 100,000 visits to their Break Up blog and extensive media coverage resulted in $5 million of earned media and more than 225,000 new customers.
Innovation also came out of Vietnam, where Unilever used Augmented Reality technology to get through to grocery market consumers and ultimately, to take home the award for Best In-Store Activation.
Consumers stand in front of a screen at the entrance of a store. From there, they see themselves interacting on-screen with Unilever’s Comfort fabric softener, its virtual “perfume bubbles” and its mascot, Andy.
The campaign reinvented their under-the-cap concept for digital media with an app that had viewers waving their phones at their TVs during Coca-Cola’s TVC ads.
The aim is to “catch” virtual bottle caps, which are redeemable for prizes including movie tickets, travel coupons, sports apparel – and in some cases – cars.
Tapping into the rapidly-changing realities of the Asian consumer base has proven to be an interesting challenge for advertisers and brands
With increasing access to a growing array of products, Asian consumers have come to expect creativity and innovation, offering further proof that great, platform agnostic storytelling will pave the way to new, emerging markets.