GLOBAL, APRIL 1, 2013 – PHD China had a double win at the global Advertising and Marketing Effectiveness Awards (AMEs), and brought home a Platinum and Gold for their work on Wall’s Cornetto brand. The campaign ‘Dive into Love’ won Gold in the branded entertainment category and Platinum for the best overall entry from Asia.
The award-winning campaign was designed to help Chinese youth deal with different aspects of love. The cornerstone of the campaign was a 38-minute short film shared initially as four episodes focused on each love quadrant on China’s leading video portals – Youku and Tudou. The episodes, seen as part of a bigger movie, wer met with phenomenal success and were screened on 1000 additional websites and television. “A Love Season” partnership with Youku was developed that aggregated all love related videos on a customised Cornetto love page. Brand awareness and sales of Cornetto soared as a result of the campaign.
Commenting on the win, Mark Heap, PHD China CEO, said, “It’s great to see work from China being recognised at a global awards platform. China is incredibly fast changing and the ‘Dive into Love’ campaign combined many of the latest digital opportunities in China, into a single, integrated, and holistic campaign. More importantly, the campaign demonstrated the power of a great idea, allowing PHD to build a meaningful connection between the Cornetto brand and its target customers, and delivering fantastic business results. This is a great accolade for PHD as it rewards our work for marketing effectiveness which is ultimately the business, we are in.”
Meanwhile, OMD Hong Kong also shone at the AME awards, bringing home two Golds, four Silvers and one Bronze.
McDonald’s ‘Chinese New Year McGreetings’ campaign, a joint effort between OMD and DDB Group HK, was awarded a Gold for Best Use of TV & Cinema and Mobile/Cellular/Handheld Device categories. The campaign also won three Silvers in Products and Services – Food, Retail Restaurant, Best Use of Interactive and Integrated (Mixed Media) categories.
OMD’s ‘Wyeth Learning Surprise VIDEO Library’ campaign triumphed with one Silver in Best Use of Social Media and a Bronze in the Interactive category.
“It is of great pride and honor to win awards on a big stage like the Global AME Awards. Their recognition is the result of the teams’ constant endeavour to create cutting-edge campaigns that drive excellent business results for our clients. The awards will only motivate us to do better,” said Roid Sin, CEO of OMD HK.
The AME Awards® for advertising and marketing effectiveness honors work that demonstrates ground-breaking solutions to challenging marketing problems. Winning campaigns address a challenge in the marketplace, utilise outstanding creative elements, and incorporate a thorough marketing plan to deliver a successful execution.
