Three in a row! Starting from its 2007 win, Lowe Vietnam has consistently hit the Asian Marketing Effectiveness (AME) Awards every year since. Recently bagging metals in Hong Kong: Gold for Nescafé Café Viet, Most Effective Use of Advertising category; and Silver for Unilever Close Up campaign, Most Effective use of Direct Marketing, the agency is now the country’s most awarded agency for campaign effectiveness. It makes Lowe Vietnam the only office in the Asia Pacific region to win at the AME three years in a row, on top of its local, regional and global metals tally.
“When we first entered this award show and won our maiden gold in 2007, it was the first for Vietnam… Having achieved success three years in a row now shows that the team at Lowe Vietnam is consistently producing communication for its clients that not only becomes popular with the masses, but also delivers outstanding business success for our client,” says Vikas Mehta, Lowe Vietnam managing director.
The Close Up campaign, “Love Story” shows how interactive media can be used to create brand affinity. The digitally driven campaign had the brand completely missing from the story for the most part. The Café Viet campaign for Nescafé is an example of how an unusual positioning and seamless through-the-line execution can deliver great business results.
CLICK IMAGE TO ENLARGE
< width="500" vspace="5" height="354" border="0" src=" Board-Bus resize. " alt="" />
< width="500" vspace="5" height="354" border="0" src=" Board-Event resize. " alt="" />
CLICK IMAGE TO ENLARGE
Both the winning entries from Lowe Vietnam symbolize the power of communication and high value ideas in seemingly hard situations.
Adds Mehta, “The winning campaigns belong to two of our biggest clients, Unilever and Nestle and have led to significant business growth in both cases. In an emerging market like Vietnam, our focus has always been to partner our clients in delivering above par business results and I am thankful for the faith they have shown in these High Value Ideas, both of which sounded almost counter-intuitive in the beginning.”
For the past seven years, AME has been recognizing the best examples of communication across various categories from over 15 Asian countries. Over 600 entries competed in over 20 categories in 2009.
