2014 Winners

Gold   /   Silver   /   Bronze   /   Finalists


Parking Darts
Automotive
Nissan
TBWA\Hakuhodo Tokyo

Case Summary
67.3% of Japanese drivers feel they are bad at reverse and/or parallel parking. To let them overcome their fears, a nation-wide caravan event called ‘Parking Darts’ was held using Nissan’s ‘Around View Monitor’ that gives a full birds-eye-view of yourself parking. Visitors to the Nissan dealers competed in a completely new form of test-drive game to reverse park onto the dartboard bullseye on the ground. This demonstrated how the latest innovations of an automotive company could transform one of the most disliked experiences with cars (parking) into an exciting entertainment.


AQUA SOCIAL FES!!
Automotive
Toyota Marketing Japan
Dentsu Tokyo

Case Summary
Young people were beginning to lose interest in cars. However, the desire to take part in charitable activities was on the rise. Therefore, we made a platform that made it easier for young people to participate in environmental activities. This campaign’s name is the ""AQUA SOCIAL FES!!"" In our first year we successfully conducted countless activities all over Japan, and managed to get many young people to take part. As a result, the AQUA beat the PRIUS, and became the number one selling car in Japan.


Go Young! Go SUV!
Automotive
Shanghai General Motors
Lowe China

Case Summary
Result: We create the most successful SUV launch campaign in China, which create 3 billion business in only 3 months. Challenge: Face to 127 models of SUV, how could we build the brand and achieve the sales target? Insight: We see that the future mainstream consumer will be post’-80, and post’-80 is the generation once tagged a lot of negative image, now they have the chance to prove themselves. Strategy: Celebrate post’-80, we create the platform to let post’-80 to tell everyone the beauty of post’-80.


Mom's Catered Banquet Dish
Beverages – Alcohol
Taiwan Beer
McCann Worldgroup Taipei

Case Summary
With Taiwan Beer dominating the market with 75%, the launch of Taiwan Fruit beer only through local diners and restaurants in Taiwan is a steep challenge. We created a virtual banquet where users invited friends to join tables for the chance to enjoy Taiwan Fruit Beer with specialty dishes designed to complement the beer flavors. Half a million people participated in our biggest virtual catered banquet. Within just one month of launch, Taiwan Fruit Beer gained an unprecedented 5% market share.


Nodogoshi Dreams
Beverages – Alcohol
Kirin Brewery Company
Dentsu Tokyo

Case Summary
Most people forget their dreams as they go about their busy lives. But beer helps people remember. We decided to remind people of the joy that comes of living life with a dream. NODOGOSHI launched a project that realizes people's dreams. From 50000 collected dreams, we selected the one least likely to come true: "To become a kung-fu star and co-star with Jackie Chan."


Vat Man
Beverages – Alcohol
Diageo India
BBH Communications India

Case Summary
When a brand is re-launched, initial success is often easy. But delivering disruptive growth in the second phase is much harder. This is the story of how Vat 69 looked at the scotch category and its own past differently, to re-interpret a forgotten icon as a sophisticated, yet entertaining popular culture commentator of our times and generation. Resulting in breakthrough success - a significant rise in all brand affinity parameters, and a sharp capturing of market share from the competition.


Absolut Unique
Beverages – Alcohol
Pernod Ricard New Zealand
Ogilvy & Mather New Zealand

Case Summary
Absolut leveraged its latest limited edition bottle launch to out-innovate, out-create and out-cool the competition, reaffirming its position as the premium vodka brand for those in the know. The creation of the Absolut Unique online app to support this launch allowed our target to connect, share and engage with the launch on their terms and within their social circles. The result was a resounding success with stock selling out in half the time of the activation, the brand recruiting influential advocates and Absolut enjoying a significant jump in brand preference.


Good Life Club
Beverages Non-Alcohol
Hindustan Unilever
PHD India

Case Summary
Hot Tea Shops buy 20x more tea compared to average households. While owners decide brands to purchase, tea-makers are big influencers. 98% of them own cell-phones, used ONLY for Calls. Hence, we developed a CRM programme on IVRS - The Good Life Club, offering free entertainment and utility. HUL brands could send relevant communication to the TG’s phone. Results – 10-15 minutes individual usage per month (5x > average). Sales in GLC cities went up by 9% in 3 months. 40% Sales growth in these cities compare to similar markets.


Milo Cans Twisted Football
Beverages Non-Alcohol
Nestlé
Ogilvy Malaysia

Case Summary
A brand that has stood for nutrition and energy for over 60 years, MILO had a reputation as a ‘must have’ drink for growing up children in Malaysia. But amongst teens desperate to shed off their ‘kiddy’ image, MILO was one of their last beverage choices. This entry describes how MILO successfully broke into the teen beverage world with its ‘Next Games Twisted Football’ campaign and got teens to reappraise the brand – ultimately revitalizing consumption and sales for MILO Cans, exceeding monthly volume sales targets by 81%.


Dive Into Love 2013
Food
Unilever China
PHD Shanghai

Case Summary
Love is tough for China’s teens. From junior school they face intense pressure to succeed academically leaving little time to explore young love. Add to the mix parental pressure, societal expectations, our audience has much to learn about love. That’s where Cornetto stepped in. Understanding their stress, using branded content and entertainment to help them navigate the minefield of young love as they make the transition to university. Under the banner of "Dive into Love" Cornetto developed 3 short online films on the Tenses of Love: Past, Present, and Future.


SUTD Women's Campaign
Government / Institutional
Singapore University of Technology and Design
Goodfellas Singapore

Case Summary
Singapore University of Technology and Design faced an impossible task of increasing its female intake of 15% to 40% in the male-dominated engineering courses. Furthermore, women generally perceive a career in engineering and technology to be hard, unglamorous and more suited for men. So instead of featuring successful female inventors in our campaign, we chose to focus on some of their life-saving inventions that improve our lives. As a result, more women felt empowered to embark on a career in engineering.


100 Day Challenge
Government / Institutional
Victorian Responsible Gambling Foundation
McCann Melbourne

Case Summary
Australia has a gambling problem. Access to gambling is on the increase, but access to gambling addiction treatment isn't. So rather than create an awareness campaign we created a new social media based treatment program called the 100 Day Challenge. The program was designed to help gamblers change their lives over 100 days. Participants became a part of an online community support group, who provided inspiration. They could also recruit supporters and access one-on-one counseling. The campaign smashed initial objectives and changed thousands of lives.


Scent Mix Recipe 12

Household Supplies & Services
Procter & Gamble
Grey Tokyo

Case Summary
Fabric softener LENOR HAPINESS launched AROMA JEWEL which is used on top of fabric softener for stronger scent. Sales struggled because of the risk of mixing softener and AROMA JEWEL for unknown scent results. The SCENT MIX RECIPE 12 offers 12 variations of scents which consumers choose from and follow the recipe of combining which softener and which AROMA JEWEL. It re-boosted sales of AROMA JEWEL as well as co-purchase of other LENOR products, resulting in 160% value share increase of LENOR HAPINESS versus the previous year.


The Soil Restaurant

Household Supplies & Services
Protoleaf
TBWA\Hakuhodo Tokyo

Case Summary
Sales of Protoleaf, a Japanese gardening soil brand, suffered from concerns about Fukushima nuclear radiation. But, what if the soil were so safe, you could actually eat it? To showcase our safety, we opened “The Soil Restaurant” with a Michelin 3-star chef. It served $100 full-course meals featuring actual Protoleaf Soil as the main ingredient. Customers and Media ate it up: massive news spread in Japan and 20 countries, with stories on CNN,CBS and BBC. With zero investment we achieved US$8,900,000 in media exposure and 130% sales versus previous year.


Creating Street Art Through the Web
IT /Telco
Google
BBH Asia Pacific

Case Summary
Chrome has been trying to establish itself in Indonesia as a contender to market leader, Firefox. Being a low-involvement product, browser choice is not something top-of-mind. Group-orientated nature of the Indonesian society also meant people tends to default to the majority choice. Our strategy was to create brand buzz about the browser with youths, focusing on street art to generate social conversations. With Open Spaces, we invited people to ‘create street art through the web’, where everyone could ‘create’/‘vote’ for artworks that would be recreated on buildings in key cities.


Unilever Fun Fair

Other Products & Services
Unilever Cambodia
Riverorchid Cambodia

Case Summary
Unilever sought accelerated growth in rural Cambodia but classic media lacked effectiveness due to limited reach and low resonance of regional creative. We created a rural carnival, with a theatre show at its heart. Our insight: whereas about 2/3 folktales worldwide end happily, in Cambodia the reverse applies. We sought to subvert deeply scripted negative expectations by changing tragic folktales to comedies – thanks to the Unilever brands' intervention. After 88 shows (538,000 total audience) across 18 brands TOM increased 23%, image top box 37%, and in-home brand presence 26%.


Killer Jeans

Other Products & Services
Kewal Kiran Clothing
Grey Worldwide India

Case Summary
In a country that faces routine water shortages, Killer Jeans—India’s leading denim brand by sales--believes that saving water is a social responsibility. In 2012, it launched a new line of Water Saver jeans that cut water usage for a single pair by 80%. The challenge for Killer Jeans was to convince the youth to care about Water Saver Jeans, and make them pay more for it. Through “Show your Green Side”, Killer Jeans embedded the marketing idea within the product itself and made an environmental cause a fashion statement.


Meet Share Love

Restaurants
McDonald's Restaurants
DDB Singapore

Case Summary
McDonald’s was losing brand affinity as a family restaurant. In the past 3 years, parents are eating out more often but visits to McDonald’s have declined. To bring back the love, McDonald’s decided bring the focus back to family intimacy in project Meet Share Love. We got grandparents to share their personal stories of joy, love or loss with their grandchildren, and weave it into a tapestry of memories amounting to a collective and yet typical story of life in Singapore.


Marionettebot

Retail
United Arrows
TBWA\Hakuhodo Tokyo

Case Summary
While selling online grows, Japan’s largest apparel store United Arrows wanted to make better use of its tangible assets-and bring people into the store to experience the brand firsthand. We decided to re-invigorate that old media of fashion-the show window. The core target was‘20-something fun-seeking shoppers'. Our objective was to create a complete campaign to engage customers on the street, motivate them to shop, and encourage sharing online. Our solution was an interactive experience - the world’s first interactive mannequins incorporating Kinect sensor technology into a marionette.


How OPSM and our ocean lifeguards rescued Australian's eyes from the sun
Retail
Luxottica
Saatchi & Saatchi Sydney

Case Summary
OPSM is one of the leading vision retailers in Australia, but was struggling to gain a foothold in the sunglasses market. As the premium vision care provider, OPSM had to change the way Australians’ thought about sunglasses; reframing them as quality vision protection, not just a throwaway fashion item. Using professional lifeguards as credible ambassadors, OPSM demonstrated the need for its high quality sunglasses. The campaign performed beyond all expectations, smashing sales growth targets by over 70% and helping to make OPSM the first choice for quality sunglasses.


Driving action through one of the most powerful emotions
Travel / Tourism
Taiwan High Speed Rail
Ogilvy & Mather Taipei

Case Summary
THSR has attracted consumers from domestic airways and has pushed most of Taiwan’s airway companies out of domestic flight market since its operation. People who switched to THSR are mainly business travelers. Then, THSR started to stimulate the travel frequency for those homecoming travelers to expand its business, but it still barely covered the cost of its operation expenses. This campaign shows how THSR changed people’s homecoming behavior with one of the most powerful emotions. THSR significantly grew its number of passengers and attained a record high revenue growth rate.


It's More Fun In The Philippines

Travel / Tourism
Philippine Department of Tourism
BBDO Guerrero

Case Summary
The Philippines lags behind in tourism. So in 2012, we developed a campaign to drive tourism numbers and make the country the most talked about, shared, and searched about in Southeast Asia. With “It’s more fun in the Philippines,” we harnessed the power of social media, turning 95 million Filipinos into a massive and creative tourism salesforce. The campaign became the #1 global trend on Twitter 2 days after its launch, increasing Google hits for the Philippines by +231%. Tourism arrivals hit an all-time high, delivering a ROI of 82:1.


The Smart Phone Line

Asia Pacific Brands
Samsung New Zealand
Colenso BBDO/Proximity NZ

Case Summary
We knew Samsung fans couldn’t wait for the new Galaxy S4. So instead of launching the phone ourselves, we got our fans to launch it for us. Fans joined The Smart Phone Line through Facebook and Twitter. Every day we sent them new features of the phone. Fans could jump the line by sharing these features with their friends via social media. Broadcast live to a 150ft electronic billboard, we turned a virtual queue into a real world line and turned our fans into our media channel.


Work Til You Die

Asia Pacific Brands
Bank of New Zealand
Colenso BBDO/Proximity NZ

Case Summary
Last to market, with half of the country already having taken up retirement savings, the Bank of New Zealand was always going to have a battle with its undifferentiated KiwiSaver product. But instead of pretending ours was a unique product, we took a leadership position around KiwiSaver, and stimulated the whole retirement savings industry. As a result, BNZ smashed their targets for sign ups to their scheme, and managed to reverse a declining trend in KiwiSaver sign ups nationally. And they did it all with a song.


Be Good With Money
Asia Pacific Brands
Bank of New Zealand
Colenso BBDO/Proximity NZ

Case Summary
In New Zealand, people don’t talk about money. As a result, we have one of the lowest levels of financial literacy in the developed world. So the Bank of New Zealand refocused its business around helping people be good with money. The first step? Get people talking. We re-launched the BNZ with two unbranded campaigns; one stating ‘money is good’, and the other, ‘money is bad’. This stirred the nation into conversation, before we revealed that money is neither good nor bad, it’s what you do with it that matters.


Feel Tip Top
Brand Experience
Fonterra Brands
Colenso BBDO/Proximity NZ

Case Summary
We launched a new positioning, Feel Tip Top, with a Facebook app promoted on TV inviting Kiwis to send an ice cream to someone they wanted to make feel good. Then a very big delivery truck manned by a personality, Johnny Barker, zigzagged across the country making personal deliveries, which became content encouraging even more people to get involved and send an ice cream. 32,000 nominated someone. Tip Top increased its Facebook fan base from 40,000 to 110,000 and sales were up by 1.5 million ice creams for the summer.


Gillette Shave Sexy
Brand Experience
P&G China
BBDO China

Case Summary
The challenge for Gillette in China was major category erosion: 18.3 million men were switching to dry shavers, every year. Everything changed with ‘Shave Sexy’. Having discovered that Chinese women find wet shaving arousing to watch, an ‘unbranded’ experiment was created to demonstrate how wet shaving attracts female interest, creating a new brand experience. Supporting this with branded activities, ‘Shave Sexy’ reached 197 million people, reversed the growth of the dry shaver category for the first time in 4 years, and helped Gillette record its highest ever month sales.


Idea Honey Bunny
Brand Experience
Idea Cellular
Lowe Lintas and Partners Mumbai

Case Summary
A ringtone called “Honey Bunny” that demonstrated IDEA’s seamless connectivity across India and dispelled all the doubts of it being a regional player. An IDEA way of saying things yet again.


The Good Guys
David vs Goliath
ICICI Prudential Insurance
Lowe Lintas and Partners Mumbai

Case Summary
With 'The Good Guys' campaign, ICICI Prudential Life managed to bring back life insurance on a man's mind. We managed to move the reason to buy insurance from 'investment' to 'protection' by appealing to the protective instinct of the Indian family man. While doing so, we grew our business at a time when not only the market leader but the entire category faced a steep decline.


Kit Kat Zizan
Food
Nestlé Confectionery Malaysia
J.Walter Thompson Kuala Lumpur

Case Summary
Cadbury has always been the market leader in the confectionary business in Malaysia with a wide range of products priced strategically to target the masses. Kit Kat on the other hand is seen as ‘urban’ product with only one SKU and one price point. This entry is about how Kit Kat has overtaken the market leader for the first time in Malaysia, a true local David and Goliath story. Kit Kat had the right vehicle, the right channels, at the right time to get the message across.


Women For Women
GoodWorks - Brand
Johnson & Johnson
McCann Worldgroup Mumbai

Case Summary
The journey from girlhood to womanhood is one of life's beautiful changes. But this change often fails to bloom in its entirety for majority of women in India. In certain parts of India, millions of women are deprived of basic hygiene facilities. For them, hygiene is a privilege. STAYFREE, in association with UNICEF, created a movement called 'Stayfree Women For Change' to reduce disparities amongst women with regards to sanitation. Also, it was an opportunity to leverage Stayfree's equity in premium tier and to connect with urban women.


Trial by Timeline
GoodWorks – Non Profit
Amnesty International
Colenso BBDO/Proximity NZ

Case Summary
The problem with a cause like Amnesty International in a place like New Zealand is that it feels distant from people’s lives. Very few people have been directly touched by Amnesty’s work. We wanted to make Amnesty International feel as real, and as close to home as some other charities do for New Zealanders. Trial by Timeline did just that. It took people’s Facebook timelines and showed them the crimes they had committed in other countries, just by living a normal life. And the results were astounding.


Let's talk ability

GoodWorks – Non Profit
Centre for Enabled Living
TBWA\Singapore

Case Summary
Every year, more Singaporeans are being diagnosed with special needs or becoming frail seniors. Yet, disability is something Singaporeans hate to talk about. CEL needed to drive awareness and engagement to make Singapore more inclusive. Since disability polarised Singaporeans, we talked about ability instead, focusing on what you can do, rather than what you can’t. Changing the conversation got Singaporeans to tune in, bringing disabled and non-disabled Singaporeans to the same platform. The campaign resulted in a 122% increase in the number of Singaporeans comfortable with disability.


The world's first petition-signing robot.
GoodWorks – Non Profit
Save Our Sons
Havas Worldwide Australia

Case Summary
Duchenne muscular dystrophy (DMD) charity, Save Our Sons, wanted to approach the government to match the $1.75m raised to fund urgent clinical trials. With low awareness, we needed support from the Australian public. The solution was The Most Powerful Arm Ever Invented, the world’s first petition-signing robot. Connecting via Facebook, people could watch the robot write their name in real time, before posting to their Facebook wall. We attracted the attention of federal MPs and we were able to secure a meeting to present the petition and table the cause.


Trial by Timeline

Media Innovation
Amnesty International
Colenso BBDO/Proximity NZ

Case Summary
The problem with a cause like Amnesty International in a place like New Zealand is that it feels distant from people’s lives. Very few people have been directly touched by Amnesty’s work. We wanted to make Amnesty International feel as real, and as close to home as some other charities do for New Zealanders. Trial by Timeline did just that. It took people’s Facebook timelines and showed them the crimes they had committed in other countries, just by living a normal life. And the results were astounding.


Say It With Chocolate

Media Innovation
Mondelez Malaysia
Geometry Global Kuala Lumpur

Case Summary
Cadbury Dairy Milk was becoming less relevant to people, so we found a new role for the bar in gifting. We turned a plain bar of chocolate into a bespoke greeting card and invited people to ‘Say it with chocolate’. In TESCO stores across Malaysia during Hari Raya, a modified letterpress machine was used to imprint messages that consumers desired on a bar of CDM. The idea helped to change people’s perceptions of CDM as a gift, leading to a substantial lift in sales.


Shoe Dating

Small Budget
Heart & Sole
Geometry Global Kuala Lumpur

Case Summary
Buy a pair of shoes, get a man for free. Fresh, bold and highly relevant to the target market, SHOE DATING was a promotion idea for ShoesShoesShoes. Created to raise the profile of this homegrown label competing in a cluttered retail landscape, the idea sold and advertised itself without the need for big advertising investment and extensive marketing plans. ShoesShoesShoes managed to gain more than MYR620,000 (est USD196,000) in ‘earned media’ value - 30 times more than the total investment of MYR20,000 (est USD6400) with SHOE DATING.


Shaking up the category and winning
Small Budget
Hungry Jack's
Clemenger BBDO Sydney

Case Summary
Hungry Jack's is a David in a category full of Goliaths. Outspent and outnumbered by global titans - McDonald's, KFC, and Subway - we were tasked with finding a new way to encourage people to walk past the competition and into our stores. We did this with the Hungry Jack's Shake & Win App: an industry first and entirely new revenue driver. This case demonstrates how we embraced digital technology and changing shopper habits in order to deliver a stunning amount of sales and traffic for Hungry Jack’s.


Kit Kat - Sweetness for Adults

Sustained Success
Nestlé
JWT Japan

Case Summary
Tapping into a culturally ingrained concept in Japan, Kit Kat was able to connect with a whole new target and generate strong incremental growth as a result. With a new product called “Sweetness for Adults” (Otona no Amasa), the brand was able to use the fact that the word for “sweetness” in Japan has two meanings: “sweet” as in taste, and “to be sweetened” as in “to be spoiled”, to give permission to young working women to “be sweetened”, but in an adult way, to give them a well-deserved break.


The Journal: Three years of changing behaviour & saving lives
Sustained Success
Health Promotion Agency
DraftFCB New Zealand

Case Summary
In 2010 The Journal was recognised in the Effies for outstanding launch results. In 2011, it continued to exceed expectations, and was awarded Most Effective Campaign that year. Now 3 years on from its launch, we will demonstrate that the NDI campaign including the JK TVC, depression.org.nz, and The Journal, was truly built to last. Our TVC and online resources haven’t changed in 3 years, yet the campaign has sustained its effectiveness in changing behaviour and saving lives. Read on to learn how careful fine-tuning is delivering long-term results.

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