2019 Winners

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The Great Foodie Debate
Beverages - Non-Alcohol
PepsiCo
BBDO Pakistan

Case Summary
Pakistanis spend almost half their income on food. With the goal of increasing sales volume through food association, 7Up capitalized on this national fact and built a campaign that made 7Up consumption synonymous with food and foodies. We worked off a golden insight: Pakistanis might love food, but nobody can agree on the right way to eat something, or which city the best food comes from. But everybody does agree on one thing: food goes best with 7Up. The campaign made Pakistan the largest market for 7Up in the world.


How Purpose Led Purchase
Food
Mondelez India Foods
Ogilvy India

Case Summary
Every once in a while, Goliath deserves to win. In fact, Goliath has the power to make a greater difference; use his influence and power for better. This case shows how Cadbury, the Goliath of Chocolates gained greater success by leading culture, making the world a less selfish and a sweeter place. Taking on a larger purpose, doing ‘kuch accha’(goodness) helped to move ‘kuch meetha’(Cadbury) off the shelves faster. It delivered the best results the brand had seen in seven years.


Unleashing the Golden® Crumpet
Food
George Weston Foods
BMF

Case Summary

Australians love Golden® Crumpets! But they just want to eat them in winter with some butter or honey.

We were tasked to increase purchase frequency so we realised that we needed people to start thinking beyond the season and only a few toppings.

We inlisted the help of Billy Golden®, a little crumpet who come out wearing whatever he liked and broke Golden® Crumpets out of their pigeonhole.

The campaign was successful in opening people’s eyes to the true potential of a crumpet and increasing sales in the process.


Why Gamble With Your Holiday?
Government / Institutional
Singapore Tourism Board
TBWA\Singapore

Case Summary

For Singaporeans, travel insurance is perceived as a ‘good to have’ rather than an absolute must – many do not see an issue travelling without it. Thus, STB needed to shift this mindset, and have Singaporeans believe that travelling without insurance is risky and should be avoided at all costs. Using the familiar analogy of gambling via The Unbeatables, a popular local 90’s drama series, our campaign achieved viral success in getting Singaporeans to understand the high risks involved when they choose to ‘gamble’ their uninsured holidays.


The Long Awaited First Touch
Household / Home Products & Services
Procter & Gamble
Saatchi & Saatchi

Case Summary

Tiny babies make a big impact.

In a market increasingly crowded with local brands of comparable quality, how do you show you care beyond just selling diapers?

Pampers Preemie campaign demonstrated how Pampers cares for EVERY baby, even early arrivals. Built around a unique Chinese insight; premature babies are isolated from mum until full health, it highlighted how special tiny versions of our premium diapers are donated to hospitals.

Reaching 112 million Chinese who reacted positive, resulting in 100% more premium sales at Walmart and 27% on JD.


Lotto: Imagine

Media, Entertainment & Leisure
New Zealand Lotteries
DDB New Zealand

Case Summary

In 2015 Lotto set out to rebuild their brand.

The previous campaign, about the rational, transactional process of playing and winning, had had a counter-productive effect, reminding players that while some people might be winning, it wasn’t them.

But, with astronomical odds against winning, emotions conquer rational thinking. By inspiring people to ‘Imagine’, Lotto was able to increase revenues to record levels, even in lower jackpot weeks.

Over three years, the campaign significantly increased returns, setting new records on the amount it could give back to communities.


Everyone is an Amazing Book

Retail
Amazon
MRM//McCann Shanghai

Case Summary

On World Book Day this year, campaign " Everyone Is An Amazing Book " launched, using the analogy between human personality and books, to increase emotional bonding with reading, and therefore starting a strong interest in developing reading habits. The project went on line for 6 hours to achieve more than 1 million clicks and participation, 27 million PV, 2.17 million UV was reached, and these brought an instant sale increased of 69%. All books recommended in the campaign engagement soon went in Amazon Top 10 Best Seller List.


52 Mayors of Danzhai

Asia Pacific Brands
Dalian Wanda Group
Ogilvy Beijing

Case Summary
The “52 Mayors” project has tremendously enhanced Danzhai’s reputation in China and around the world over the past year. By the end of 2017, a total of 5.5 million tourists visited Danzhai, a remote and previously unknown location, lifting the county’s tourism revenue up to 2.43 billion RMB. The prosperous development of Danzhai’s tourism industry has significantly improved the living standards of local residents. About 10,800 people, up to one third of the local population, have been saved from poverty.


Coca-Cola Faces of the City
Brand Experience - Products
The Coca-Cola Company
McCann Worldgroup China

Case Summary

China, while seemingly homogenous from the outside, contains more than 240 cities that the majority of youths call home. Each with a unique culture and backstory.

This is the story of how Coca-Cola, created an iconic design to their Sleek Cans, going beyond packaging formats to create an integrated experience both online and offline, giving Chinese teens a more authentic means to celebrate their cities, and ultimately, each other.

The result? Upscaling teens to pay 30% more for a Sleek Can, tripling sales, and a double increase in brand love


Inconvenience Stores
Brand Experience - Services
Swann Insurance
CHE Proximity

Case Summary

In the era of customer centricity, the last strategy you would expect would be to make things inconvenient.

But that’s what Swann Insurance did to disrupt the category and deliver profitable market share.

By creating ‘Inconvenience Stores’ in the middle of nowhere, yet at the end of some of Australia’s most epic rides, Swann Insurance created an unexpected brand experience that gave motorcyclists ‘another reason to ride’. And in doing so they drove a 52.2% increase in revenue in a flat market with a profit ROI of 453%.


Hair Talk
Branded Content
Unilever Asia
J. Walter Thompson

Case Summary

The Sunsilk “Rock Kwanlada” AKA “Hair Talk” campaign, featuring Miss Tiffany Transgender Beauty Star and the emotional story behind her acceptance by family and friends as reflected in her stunning hair, is one of Thailand’s most talked about and most successful branded content campaigns ever.

Across FB and YouTube a total of 52 million views were achieved, 37 million for the full four minute long major film, with another 15 million views of shorter versions …. over 10,000 positive comments posted with share and brand penetration boosted significantly."


The Beauty of Temperature
Branded Content
Thermos
McCann Tokyo

Case Summary

This is about how Thermos defended brand position by dedicating itself to the beauty of temperature.

Thermos has revolutionary vacuum-insulation technology, yet it was undifferentiated and struggled in sales.

Uncovering the truth that temperatures can offer the most delicious experience,we created a docu-series featuring craftsmen working along with Japan’s different climates, all soothed by a mouthful of drink at its best temperature. This created a deep sense of identification with Japanese values and led to a 130% increase in awareness,and 139% in ownership, with the same budget as previous campaigns.


Mother's Love Express
Branded Utility
Nestlé Taiwan
The Womb

Case Summary

In Taiwan, many mothers of newborn babies must give up breastfeeding as soon as they go back to work. Even though they believe breastmilk is best for their baby, it is too difficult to persevere on their breastfeeding journey while working too.

That's why illuma offered a free mother's milk delivery service, to help moms send their breastmilk to their babies right away. As illuma demonstrated their determination to be the best teammate of breastfeeding moms all along the way, their market share has reached a new record high.


Re:Scam
Data Driven
Netsafe
DDB New Zealand

Case Summary

Netsafe needed to safeguard people from the dangers of email phishing attacks. But how do you fight a multi-billion dollar criminal industry with no media budget?

By harnessing the power of data and AI, we played scammers at their own game with a chatbot that imitated real victims to keep scammers talking in circles.

While chatbots are normally built for efficiency, Re:scam was designed to waste as much time as possible.

It sent over a million emails, squandered five years of scammers’ time, and made global headlines along the way.


Digital Goliaths. Physical David!
David vs Goliath
Saregama India
The Womb Communications

Case Summary

RESURGENCE OF A ‘HERITAGE-DAVID’

HERITAGE BRAND (SAREGAMA) HAD BECOME DAVID in the new economy owing to its ageing, irrelevant product. It fought MODERN GOLIATHS (YouTube, Gaana-a.k.a Spotify) by solving a terminal problem through a disruptive innovation – CARVAAN.

The format innovation for the old filled a latent gap in the lives of the elderly. Unsurprisingly it revitalised the company and made a David a Goliath. Results: Topline up by 77.52%. Net profits are up by 353%, share price has gone up 147%. And ad campaigns are only now kicking off."


How One Word Changed EOFYTHING
Seasonal Marketing
OfficeWorks
AJF Partnership

Case Summary

Business owners in Australia weren’t making enough of the tax opportunities the End of Financial Year offered them.

To help them reap the rewards of tax time, Officeworks built a campaign around an invented word that would leave no doubt that there is something to gain from shopping at Officeworks. Through this one word, they demonstrated that almost every product Officeworks sells could be a tax deductible opportunity, in contrast to ‘shouty’ price-driven competitor campaigns.

The campaign delivered record sales and helped realise Officeworks’ best EOFY campaign on record.


Everyone is an Amazing Book
Shopper & e-Commerce Marketing
Amazon
MRM // McCann Shanghai

Case Summary
On World Book Day this year, campaign " Everyone Is An Amazing Book " launched by Amazon,using the analogy between human personality and books, to increase emotional bonding with reading, and therefore starting a strong interest in developing reading habits. The project went on line for 6 hours to achieve more than 1 million clicks and participation, 27 million PV, 2.17 million UV was reached, and these brought an instant sale increased of 69%. All books recommended in the campaign engagement soon went in Amazon Top 10 Best Seller List.


Break in Case of Little Emergencies
Small Budget - Products
Nestlé Philippines
McCann Worldgroup Philippines

Case Summary

Filipinos are emotional eaters and especially fond of sweets. With bigger, sweeter break time treats competing to become the preferred break time snack during high-drama moments, KitKat business was in crisis. The brand faced double digit sales decline and was losing out on breaks.

This shows how with a simple but fiendishly clever packaging idea, KitKat was able to turn DOUBLE-DIGIT DECLINE into DOUBLE-DIGIT GROWTH. By focusing on little emergencies, and using the perfect distribution outlet for such occasions, KitKat addressed its own crisis by helping everyone else with theirs.


Everyone is an Amazing Book
Social Media Marketing
Amazon
MRM // McCann Shanghai

Case Summary
On 2018 World Book Day, digital campaign " Everyone Is An Amazing Book " launched on WeChat, using the analogy between human personality and books, to trigger consumer curiosity, increase emotional bonding with reading, and therefore starting a strong interest in developing reading habits. This behavior-changing project went on line for 6 hours to achieve more than 1 million clicks and participation, 27 million PV, 2.17 million UV was reached, and these brought an instant sale increased of 69%. All books recommended in the campaign engagement soon went in Amazon Top 10 Best Seller List.


You'll Never Lamb Alone
Sustained Success
Meat & Livestock Australia
The Monkeys

Case Summary

2015, 2016 and 2017 were Lamb’s best years ever.

You Never Lamb Alone’ transformed an industry experiencing five-years of flat-line sales in its largest market (Australia), into a powerhouse delivering record volume and value growth, generating over $87M incrementally for farmers.

Combining a disciplined commitment to: 1) a long-term brand strategy; 2) an emotive brand platform; and 3) provocative creative campaigns, Lamb consistently generated phenomenal ‘earned media’ coverage and sent Aussies to the butchers in droves. All despite declining budgets, sky-high retail prices, increasing consumer price sensitivity and chicken’s dominance.


Lotto: Imagine
Sustained Success
New Zealand Lotteries
DDB New Zealand

Case Summary

In a business driven by life-changing, eye-watering, beyond all reason jackpot prizes why bother with advertising? Because buying a Lotto Powerball ticket is an act of faith, not an act of reason.

With astronomical odds against winning, emotions conquer rational thinking. By inspiring New Zealanders to ‘Imagine’, New Zealand Lotteries was able to increase revenues to record levels, even in lower jackpot weeks.

By significantly increasing the return back to the business, Lotto set new records on the amount of money it could give back to New Zealand.


Vodafone Sakhi
Positive Change Social Good – Brands
Vodafone Idea
Ogilvy India

Case Summary

In UP (an Indian state with the population of Russia and UK combined), a government helpline received over 500,000 complaints from women being harassed on their mobile phones. This was facilitated by unscrupulous retailers who sold women’s numbers to sexual predators for less than a dollar.

Vodafone helped women combat this menace, by enabling them to recharge their real numbers by giving a fake number via the Vodafone Sakhi service. With over 1.6 MM subscribers, Vodafone Sakhi has made India a little safer for women.


The Bridal Uniform
Positive Change Social Good - Non-Profit
UN Women Pakistan / Ali Xeeshan Theatre Studio
BBDO Pakistan

Case Summary

To raise awareness against rampant child marriages in Pakistan, we created a first-of-its-kind "Bridal Uniform" — one that highlighted the true cost of an early marriage for girls: education. Collaborating with the country's leading bridalwear designer, we designed a dress which merged a school uniform with traditional embroidery patterns worn by Pakistani brides on their elaborate outfits. We launched the dress by hijacking the country's largest Bridalwear fashion show. The PR resulted in members of parliament taking notice and the country's Islamic Council reviewing the previous law.

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