ASIA-PACIFIC – MAY 2011 – Global marketing intelligence service Warc has unveiled a shortlist of 25 case studies from the 140 entries entered for the US$5,000 Warc Prize for Asian Strategy. The prize will be awarded to the case study that demonstrates the most insightful marketing strategy in Asia.
The cases have been scored by eight senior clients and five global strategy experts, led by Prize Chairman Miles Young, CEO of Ogilvy & Mather Worldwide.
“The number of entries far surpassed our expectations – and the good thing is that we all thought quality was high,” said Young. “The shortlist has been based on the critical factors that we believe underpin strategic excellence – the extent to which the cases deal radically with big business issues and the extent to which they showed the majority of insight. Some of the cases, in particular, showed breakthrough thinking on both accounts.”
India leads the way in the shortlist, with 11 entries from clients and agencies in that country. The shortlist also features case studies from Vietnam, Japan, Hong Kong, China, Malaysia, Indonesia and Taiwan, plus two multi-market campaigns. In terms of client sector, consumer goods and telecoms are the best-represented on the list of 25.
The shortlist in full, including client and agency details, is as follows
Dove: Winning in China
Unilever China / Ogilvy & Mather Shanghai
McDonald’s ‘Let’s Meet Up’ Campaign
McDonald’s / TBWA Shanghai
Banking on ‘New Standards’ to drive business for Citibank
Citibank / Publicis Hong Kong
Wyeth DIY Flashcards
Wyeth Gold / OMD
How culture codes helped Cadbury Dairy Milk create a new chocolate occasion in India
Cadbury India / Ogilvy & Mather
Aircel Pocket Internet
Aircel / Dentsu India
How ringing the bell can reduce violence against women
Breakthrough Foundation / Ogilvy & Mather
Tata Sky Activ English
Tata Sky / Ogilvy & Mather
Parachute Advansed Ayurvedic Hair Oil – Recommended by sufferers
Parachute (Marico) / BBH
Aviva’s ‘Great Wall of Education’
Aviva / BBDO India
Gillette WALS
P&G India / MediaCom
Pulsar & Stunting: Creating India’s best selling sports bike
Bajaj Auto / Ogilvy & Mather
Building a Youth Brand in a Youthful Country
Virgin Mobile India / Bates141
BlackBerry Boys
Vodafone Essar / Ogilvy & Mather
Nokia ‘Saviors of the Planet’
Nokia India / JWT
The Anlene Movement
Fonterra / BBDO
Crush eco – A simple choice can change the world
Coca-Cola
Stride Japan Launch
Nihon Kraft / McCann Erickson
KY
Seiyu / Momentum
Imam Muda
Astro / Y&R Malaysia
Turning a human touch into business advantage
Shangri-La / Ogilvy & Mather
Axe, ‘Call Me’
Unilever / BBH
Invisible Dad
Sony Handycam / Ogilvy & Mather Taiwan
Cafe Viet: Are you man enough?
Nestle Vietnam / Lowe
OMO: Say it with kids
Unilever Vietnam / Lowe
The highly commended entries and the winner will be unveiled in early June. For further details, visit www.warc.com/asiaprize.
