ASIA-PACIFIC – SINGAPORE, SEPTEMBER 7, 2012 – In search for the most insightful marketing strategy in the region, the 2012 Warc Prize for Asian Strategy releases 32 case studies shortlisted.
Warc, the marketing intelligence service, will give $5,000 to the region’s best strategy case study, plus a $2,000 prize to best example of low-budget strategy.
Shortlisted entries came from eight different markets around Asia, and from a mix of major networks and local independents. For the second year running, India supplied the largest number of shortlisted entries (9), though Singapore (7) and China (6) were close behind.
The shortlist of 32 has been drawn from the 160 entries submitted to the Prize in June. The Prize, now in its second year, saw a 20% rise in entries in 2012.
The judging panel, made up of senior client-side marketers and agency-side strategy experts, is currently deciding which entries will be awarded Highly Commended status and which will take home the cash prizes. Their picks will be announced at an event in Singapore on September 20, 2012.
Charles Wigley, chairman of BBH Asia-Pacific and the 2012 Prize chairman, commented: “The number and overall quality of the entries have both been very high. At BBH we talk of ‘ZAG thinking’ when we see something that breaks with convention in a brilliant way. There was enough of that in the entries this year to feel that the industry is very much coming of age from a strategic perspective in Asia.”
Entrants were asked to specify the media channels used in their cases. On average, the shortlisted campaigns used nine channels each, higher than the average of 7.5 used across all entries. Television was the most commonly used channel in the shortlist, with 22 cases employing this channel. The same number used events or experiential work, while social media was used by 20 of the 32 shortlisted entries.
Warc subscribers can view the shortlisted papers via the Prize site, www.warc.com/asiaprize.
Shortlisted entries (Agency / Client)
Be Idiot Safe with CEAT Tyres
Ogilvy & Mather / CEAT Gripp
Chok! Chok! Chok!
McCann Worldgroup Hong Kong, UM / Coca-Cola
Drive into the Big League – An idea and some space helps Vodafone generate a SME database worth $ 57.7 million in India
Ogilvy & Mather / Vodafone
Flavors of Life
BBDO China / Wrigley’s Extra
Getting India to love chocolates – Cadbury Dairy Milk’s growth story of 2004-2011
Ogilvy & Mather / Cadbury
Hero Pleasure: Question Marks
Draft FCB Ulka / Hero MotoCorp
I Hate Slow
McCann Worldgroup / Smartfren Telecom
I Quit: From Anti-Smoking To Pro-Quitting
Ogilvy & Mather Singapore / Health Promotion Board
It’s More Fun In The Philippines
BBDO Guerrero / Philippines Department of Tourism
‘Jaani Na’ (I Don’t Know)
BBH Communications India / Nihar Naturals
Johnnie Walker Yulu Campaign
BBH China / Johnnie Walker
Launching the Lynx effect in China
BBH China, Razorfish Shanghai, PHD China / Unilever
Let’s Gap Together
Y&R China, Gap
Little V Diary
Raynet Ogilvy / GYNO Daktarin
Love Karaoke
DDB Group Singapore / Action for Aids
Messages Interrupt, Utility Delights
Advocacy WOM / Dettol
Meters\Bonwe ‘Xinguohuo’ Movement
NIM Digital / Meters\Bonwe
Milo Cans Next Games
Ogilvy & Mather Kuala Lumpur / Milo
Modernising Singapore’s Oldest Insurance Brand
BBH Asia Pacific / NTUC Income
Mothers Against Secret Sugars
OMD Malaysia, BBDO Singapore / Anmum Essential
Nescafé Dolce Gusto: Singapore Launch 2011
McCann Erickson, Social@Ogilvy, Mindshare / Nestlé
Polident Kilauan Emas: Breaking A Psychological Barrier and Improving Lives of Denture Wearers
Grey Group / GlaxoSmithKline
Selling The Dad’s Bike to The Young Dude
JWT / Hero MotoCorp
Shave Sutra – Or, How To Turn A Mundane Solitary Chore Into A Pleasurable Duet
BBDO India / Procter & Gamble
Shoot the Music
JWT Bangkok / Heineken
The Power of Silence
DDB Mudra Group / BIG Cinemas
The Value Of Dirt
Lowe & Partners / Unilever
The Web Is What You Make Of It
BBH Singapore, BBH India, BBH New York, Phibious Thailand / Google Chrome
Tiger Beer ’50 Must Do Things In Asia’
JWT Bangkok / Tiger Beer
Uplifting Simple Food Moments Everyday
McCann Worldgroup / Coca-Cola
Whisper Gives You Wings
Leo Burnett Mumbai / Procter & Gamble
Wyeth Gold Truth and Dare
OMD Hong Kong / Pfizer Hong Kong
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