asia-pacific pr awards

Local shine to regional awards

CONTENTS
The judges 63
This year marks the 10th anniversary of the Asia-
Pacific PR Awards, and in that time we have seen
the PR industry in Asia-Pacific go from strength to
strength. The winners contained in the pages that
follow represent the pinnacle of communications
programmes carried out across Asia over the past 12
months and which displayed innovation, execution
and a firm understanding of the Asian consumer.
This year’s winners not only show the variety
and breadth of PR across the region, but also the
growing influence of local firms. The PR Network
of the Year, for instance, was awarded to Strategic
Public Relations Group(SPRG), a financial PR firm
that in recent years has spread its wings into new
specialities. Judges were impressed especially by
SPRG’s local roots — the agency, they felt, was a
great example of a truly Asian network that has
grown in scale to a position where it is beginning to
rival its global counterparts. Similarly, Kumi Sato
of Cosmo PR was named PR Agency Head of the
Year, a tribute to how she has built the Japanese
firm over the past two decades.
The Asia-Pacific PR Awards has become an unri-
valled benchmark for the region’s communications
industry and Campaign Asia-Pacific remains com-
mitted to delivering an awards programme that
showcases the best and the brightest. Of course,
this would not be possible were it not for the huge
commitment of time and professional insight pro-
vided by the panel of judges. Campaign Asia-Pacific
would like to thank all the judges for assisting with
what was a lengthy but rewarding process.

Reces sion or not, creativity still thrives

Gold Awards
Campaign of the Year 64
Network of the Year 65
PR Agency Head of the Year 66
PR Consultancy of the Year 67
Mid-Sized Network of the Year 69
Corporate Communicator of the Year 71
People & Consultancies Awards
Young PR Professional of the Year 69
Social Education & Philanthropy Awards
Environmental 72
Corporate Social Responsibility 72
Public Sector 73
Targeted Audience Awards
Employee Communications 73
Industry Market Awards
Business-to-Business 74
Technology 74
Healthcare: Ethical 75
General Consumer Awards
Consumer Launch 75
Arts, Entertainment & Media 76
Product Brand Development 76
Corporate Awards
Financial Communications 77
Crisis or Issues Management 77
Public Affairs 79
Corporate Branding 79
Corporate Publications 81
Technique Awards
Best Use of Digital 81
Promotional Activity 81
Year 2010 has been a tough one on the public
relations industry in Asia as companies begin to re-
emerge from their economic recovery.
Nonetheless, amidst the toughest recession in
decades, public relations agencies have remained
focused on leading from the front, and raising the
bar to new standards. This is clearly illustrated in
most of the entries that were received for this year’s
Asia-Pacific PR Awards.
As a whole, the judges concluded that the
campaigns put forth by the agencies not only
represented boldness and creativity but also
showcased a deeper level of connection with the
masses.
With more and more campaigns that speak to the
heart, it is evident that PR is no longer merely about
strategic media placements but rather, —through
compelling vision and effort — it drives action
directly from the audience.
Businesses can soon cast aside success measures
based on the all-time favourite AVEs and instead
find solid ways and approaches to assess real
business outcomes. industry are about delivering high-quality work
With all the relevant and innovative campaign with real impact.
ideas seen in the entries, it was very hard to weed Finally, on behalf of the judges, I would like to
out the good from the bad. All the entries in their offer my congratulations to all the winners and
own right spoke highly of their achievements and thank all the agencies for continuously striving to
were a big success. push the industry’s boundaries.
The judges were truly pleased to see how
imagination continues to thrive. This, coupled with Jury president Anita Gupta is Head of corporate
a strong pool of talented PR practitioners simply communications and sustainability, DHL Asia-Pacific,
goes to show how passionate the people in the Eastern Europe, Middle East and Africa

SpONSOrS’ prOfilE

Burson-Marsteller, established in 1953, is a Fleishman-Hillard, part of Omnicom Group, is a SPRG is the largest public relations Waggener Edstrom Worldwide (WE) is an
leading global public relations and communi- global communications consultancy with an consultancy in Hong Kong. A leader in IPO/IR, award-winning global, integrated communica-
cations firm. The firm’s seamless worldwide integrated network of 15 wholly-owned offices corporate and marketing communications, tions agency. The independently owned agency
network consists of 68 offices and 71 in APAC specialising in digital, consumer, among other proficiencies, SPRG has has over 800 employees in 17 offices globally.
affiliate offices, together operating in 98 corporate/financial, public affairs, crisis and completed over 200 IPO campaigns to date Its Global Alliance programme expands the
countries across six continents. Burson- change management, technology and and earned the trust of over 180 retainer agency’s reach to 30 additional international
SAMANTHA SIN

Marsteller is a part of Young & Rubicam healthcare services. The firm was named Asia- clients in Hong Kong. The award-winning group markets. WE offers seven practices including
Brands, a subsidiary of WPP, the world’s Pacific PR Network of the Year in 2004 and is committed to upholding the highest its digital strategies group, WE Studio D™. More
leading communications services network. again in 2008. standard of excellence. ww.sprg.asia information at apac.waggeneredstrom.com

62 campaign december 2010 campaignasia.com

 asia-pacific prPRawards
ASIA PACIFIC AWARDS
The Judges

Back row from left to right: Bruce shu, Heather mcgregor, Lynne anne Davis, graham Rough, steve Dahllof, sarah Lee, Jonathan sanchez, David Ko,
Richard Tsang, anthony Rose; seated from left to right: gill Zhou, Jeremy Woolf, anita gupta, David Hall, Jimmy Tay, chris Tang

CHAIR OF JUDGES David Ko Bruce Shu

Executive vice-president and managing director Managing director, Grayling China
Anita Gupta Asia-Pacific, Waggener Edstrom Worldwide
Head of corporate communications and sustain- Azmar Sukandar
ability Asia-Pacific and EEMEA, DHL Asia-Pacific, Sarah Lee Head of communications Asia-Pacific, Financial
Eastern Europe, Middle East and Africa (APEM) Assistant area communications manager, Times
Shanghai Benetton Trading
Chris Tang
JUDGES Heather McGregor Managing director Asia-Pacific, The Hoffman
Director, Taylor Bennett Agency
Erin Atan
Corporate affairs director, Bob Pickard Jimmy Tay
BMW Group Asia President and CEO Asia-Pacific, Burson Chief executive, Southeast Asia/senior vice-
Marsteller president Asia-Pacific, Hill & Knowlton Asia-
Steve Dahllof Pacific
President and CEO Asia-Pacific, Ogilvy Public Anthony Rose
Relations Worldwide Vice-president, corporate affairs Asia, Walmart Richard Tsang
Asia Chairman and managing director, Strategic
Lynne Anne Davis Public Relations Group
President and senior partner, Fleishman-Hillard Gary Rosen
International Communications Asia-Pacific SVP global operations, planning and Jeremy Woolf
performance, InterContinental Hotels Group Global social media lead and senior vice-
David Hall president, Text 100 Asia-Pacific
Head of group communications (Asia), HSBC Graham Rough
Asia-Pacific Head of regional marketing strategy, Fuji Xerox Gill Zhou
Asia-Pacific Vice-president of brand systems and external
Alastair Hetherington
Samantha Sin

communications, IBM Greater China

Managing director and COO Asia, Financial Jonathan Sanchez
Dynamics Regional director (outgoing), Edelman

campaignasia.com DecemBeR 2010 campaign 63

asia-pacific
ASIA pr awards
PACIFIC PR AWARDS
Gold Awards
Campaign of the Year
Yonsei Business School Alumni Association
WINNER
Campaign Blue Butterfly Campaign
Client Yonsei Business School Alumni Association
Agency Prain
Rapidly escalating tuition costs have created a
situation in Korea where many college and
university students have had to quit school and, in
extreme cases, led to suicides. Students at Yonsei
Business School were as vulnerable and the school
urgently needed a substantial scholarship
programme to maintain its competitive edge and
attract future students.
Outdated and impersonal communications
created obstacles in encouraging donations, with
alumni donation rates hovering at less than three
“The original goal to collect US$1 million from
1000 alumni within 100 days was surpassed far
ahead of schedule”
64 campaign december 2010
per cent. A more effective, direct method of donor
engagement was therefore critical. The chairman of
the alumni association — himself a recipient of a
four-year scholarship — set an ambitious goal of
raising sufficient funds for scholarships which
would mean tuition fees were no longer necessary.
The solution employed a three-pronged
communication strategy, built on the key principles
of convenience for making donations, use of
technology such as online banking and social
media, and transparency so that donors would
know exactly where their money went.
While few donors can afford a single scholarship
donation of US$9,000 per annum, split between 30
alumni, this was just $300 each, or less than $1 a
day. From here came the campaign slogan, ‘$1 a
day; scholarships for all’ — the butterfly effect, in
other words, which also inspired the name of the
campaign (blue being the official school colour).
Launched in December 2009, a website, blog and
Twitter account were set up. A butterfly-shaped
card bearing only the name of the website was
mailed to each alumnus to spark curiosity and
inviting them to visit the website. The amount
donated is shown on the website in real-time; when
a donation is made, it is broadcast live via website,
blog and Twitter. A constant incentive and token
appreciation were sent to donors, while scholarship
recipients sent ‘thank you’ notes.
The original goal to collect $1 million from 1,000
alumni within 100 days was surpassed far ahead of
schedule. Within 50 days of launch, $1.8 million
was raised, equivalent to a fund to support 200
students for one year. As of August 2010, more than
2,300 alumni were participating and $2.3 million
had been raised.
campaignasia.com

Asia-Pacific Network of the Year
Strategic Public Relations Group
WINNER
Staking its claim as the largest Asian independent
PR network and largest PR consultancy in Hong
Kong, Strategic Public Relations Group (SPRG) has
maintained its independence across more than 100
countries and cities via affiliate partners. Since its
launch in 1995, the agency has branched out from
Hong Kong, and from a single area of specialty —
IPOs and IR communications — into a diversified
practice.
Despite the economic crisis sparked in late 2008,
in the first half of 2009/10 SPRG recorded a strong
growth in operating profit of more than 1,400 times
compared with the corresponding period a year
“SPRG’s portfolio of 274 retainer clients account
for 90 per cent of earnings, providing a steady
revenue stream and springboard for growth”
campaignasia.com
before. From September 2009 to June this year,
operating profit grew 291 per cent year-on-year
compared to the same time frame in 2008 and
2009.
Staff retention rates were high at 69 per cent,
while retention of senior director-grade and above,
who have been with the agency for between five to
10 years, is 100 per cent. Credit goes to SPRG’s
internal training programmes and staff
development measures. A total of 32 staff activities
were arranged to enhance morale and team-
building over the past 12 months, in addition to a
15th anniversary celebration.
SPRG’s portfolio of 274 retainer clients account
for 90 per cent of earnings, providing a steady
revenue stream and springboard for growth.
asia-pacific prPRawards
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Despite a highly competitive market, the group
managed to achieve a client retention rate of nearly
80 per cent.
Innovations in other areas include the Focused
Audience Platform, a linked database of more than
25,000; the ‘Mommy Portal’ in Taiwan which
targets mothers and extends to the child
nourishment sector; the ‘Thinking Fashion Forum’
in Malaysia; and the marketing trends research
programme, ‘Trends Roundup’.
The agency’s transformation from an investor
relations specialist to a diversified full-service PR
firm has not detracted from its core, with 15 IPOs
completed in Hong Kong and one in Singapore. In
Hong Kong, SPRG’s IPO market share remained at
30 per cent in 2009 and 2010.
december 2010 campaign 65
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PR Agency Head of the Year
WINNER
Under Kumi Sato’s leadership, Japanese firm
Cosmo Public Relations has transformed from a
publishing company to a globally-focused agency
which this year celebrates its 50th anniversary.
A graduate of Wellesley College in Massachusetts,
Sato joined McKinsey & Co in New York in 1981,
before leaving to set up her own company two years
later, assisting Japanese companies looking to
expand in the US and foreign companies looking to
tap into the Japan market. Returning to Japan in
1986 Sato began championing women’s rights,
becoming one of the youngest presidents of a
company in Japan at age 27.
“Sato’s bi-cultural approach has allowed the
agency to carve a niche in the Japanese public
relations scene”
66 campaign december 2010
Kumi Sato
In 1999, Sato established womenjapan.com, the
country’s first internet site for women, offering
career counselling and other advice on empowering
Japanese professional women. She sold the
company in 2003.
When Sato took over Cosmo PR in 1987, the
number of foreign clients it retained was less than
one per cent. Today, foreign MNCs account for 75
per cent of the agency’s business, ensuring the
company remained strong through two decades of
sluggish economic growth in Japan.
An established author and lecturer, Sato has
achieved accolades such as being nominated among
the World Economic Forum’s ‘100 Global Leaders
for Tomorrow’ in 1998 and making Forbes’ ‘50
Leading Women Entrepreneurs of Japan’ list in
1999. Under her direction, the practice of PR in
Japan has changed. Sato has led Cosmo PR in
assisting more than 500 international businesses
over the last 20 years, her bi-cultural approach
allowing the agency to carve a niche in the Japanese
public relations scene.
Cosmo PR’s healthcare practice has grown by
more than 30 per cent compounded over a five-year
period, presently accounting for approximately 65
per cent of the agency’s revenue. Last year, it
recorded its biggest ever number of new business
wins, with Sato leading new business efforts
culminating in the launch of Japan’s first
vaccination against cervical cancer
(GlaxoSmithKline) and a high-profile campaign for
World Diabetes Day (Sanofi-Aventis).
campaignasia.com

PR Consultancy of the Year
Edelman Public Relations Singapore
WINNER
In the face of severe financial downturns and a
faltering global recovery, Edelman Public Relations
Singapore bucked the trend with revenue growth
of 39 per cent between financial years 2008 and
2010. The agency built upon its strong client base,
including Roche Diagnostics, Samsung and Aviva,
by adding new wins across all its key practices of
health, corporate, consumer and technology. With
36 new clients in the past two years, wins in 2010
included Amadeus, Kraft Foods, Levi’s, the Media
Development Authority, Zespri, Ben&Jerry, Pfizer,
Abbott, RIM, Hewlett Packard and AMD.
“Edelman played a key role in some of Singapore’s
major PR campaigns of the past 12 months,
including the launch of Marina Bay Sands”
campaignasia.com
Edelman played a key role in some of Singapore’s
major PR campaigns and events of the past 12
months, including the launch of Marina Bay Sands,
attended by 1,000 media from around the world
and more than 170 media briefings in three days.
For the World Cities Summit, 132 local and
international media attended, generating nearly
US$3.9 million in advertising value equivalent
press coverage.
The agency launched its Trust Barometer this
year, providing critical insight into the drivers of
corporate reputation management in the face of the
economic downturn. Acting minister for
information, communication and the arts Lui Tuck
Yew cited Edelman’s research during a
asia-pacific prPRawards
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parliamentary speech, leading to a second wave of
nationwide broadcast, print and online coverage.
Edelman also hosted local media and blogger
roundtables on CSR, digital and technology trends,
as well as providing speakers for more than a dozen
conferences and talks in the past year alone. The
quarterly online intelligence report Digital Brand
Index was launched to compare digital engagement
of brands across eight markets in Asia-Pacific.
In an industry dogged by high staff turnover,
Edelman achieved retention rates of 85 per cent
over the last two years, during which time retainer
clients increased by more than 50 per cent to enable
long-term strategic programmes and the ability to
support major events.
december 2010 campaign 67
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Gold Awards / People & Consultancies Awards

Mid-Sized Network of the Year

WINNER
Agency Waggener Edstrom Worldwide

Last year, Waggener Edstrom expanded beyond its

traditional cornerstone of technology accounts
with the establishment of a healthcare division and
consumer practice.
A tandem approach was deployed with strategic
hires to head the development of the new practices,
while simultaneously relying on account leads to
develop existing clients in China (Beijing and
Shanghai), Hong Kong and Singapore.
As a result, Waggener Edstrom won 18 new
accounts in competitive pitches in the first six
months of 2010, and is on target to meet forecast
revenue growth of 17 per cent.
Additionally, the agency will have a presence in
India by the end of this year, with at least three
more offices to be added in the first half of 2011.
Among the most dramatic examples of Waggener
Edstrom’s blue chip growth has been the consumer
practice’s expansion in Hong Kong, including
retainers with Maxim’s Bakery, boutique Irish also delivered work for clients such as Sony and Microsoft Achieve More projects.
brewer Porterhouse, CSL mobile services and Ericsson, Iomega, ESPN Star Sports, Fujitsu and Human resources also remain a key focus for the
digital projects for 7-Eleven. The agency also beat LG Mobile Communications. agency, with former staffer Winnie Lai returning to
12 firms to win the Hong Kong Cyberport account. Waggener Edstrom’s proprietary research tool, head the expansion of Waggener Edstrom in
Two year-long government sector projects from twendz took its fifth industry award in a year in Greater China, while Cathleen Witter now leads the
Singapore’s Health Promotion Board are being March, and the agency won two silvers at the Ninth regional healthcare practice and Nathan Misner —
delivered with support from the agency’s dedicated China Golden Awards for Excellence in Public one of the original founders of Studio D in New York
digital strategies group, WE Studio D, which has Relations for its Shanghai Golden Grand Prix 2009 — also coming on board.

Young PR Professional of the Year Sponsored by

AWARD
Name Jacquie Fegent-McGeachie
Title Practice director
Agency Pulse Communications

Since joining Pulse Communications in 2006 as an

account manager, 29-year-old Jacquie Fegent-
McGeachie has been promoted four times. She
leads the ‘Responsible Brands’ practice, which she
was instrumental in establishing, and the travel
and tourism practice.
Fegent-McGeachie has led client programmes to
improve corporate reputation, shift perceptions,
increase brand and corporate awareness, drive
sales and create consumer engagement. She has
played a crucial team role in 22 award-winning
campaigns, from the award winning BlueScope
Steel Tank A Day Challenge (which she managed),
to the relaunch of Old Parliament House and the
search for the original ‘Happy Little Vegemites’.
Leading eight client teams and directly
managing staff from sen ior consultants to account
directors, Fegent-McGeachie was chosen to Gold Coast Tourism, Sensis, Telstra and Tourism generated reached more than 24 million people,
represent Pulse in the establishment of Ogilvy PR’s NSW. For Tourism Australia, her grassroots and credited Fegent-McGeachie and her team for
community programme, ‘So Inspired’, and was part community engagement programme took the form the extensive consumer participation.
of the team which wrote its charter. She also played of a photography competition and launched the Having begun her career at Weber Shandwick,
a key role in establishing Ogilvy’s relationship with multi-staged ‘There’s nothing like Australia’ brand Fegent-McGeachie is now a member of the Public
not-for-profit group Youth Off the Streets. campaign which saw more than 30,000 entries, Relations Institute of Australia, and is regularly
Since September 2009, Fegent-McGeachie has making it the most successful in the nation’s invited to present to members as well as university
led pitch teams for key account wins, including history. The client noted that the positive publicity students looking to enter the public relations field.

campaignasia.com december 2010 campaign 69


Sponsored by
Corporate Communicator of the Year
WINNER
In recent years, Hewlett-Packard (HP) has done an
admirable job of building its brand among diverse
consumer segments in the China market. This is in
the face of considerable competition from domestic
rivals such as Lenovo. The past 12 months have
seen the brand act convincingly on its proclaimed
‘In China, for China’ strategy.
The biggest challenge the brand faced over the
period was in balancing its appeal in both the
business and personal sectors, and maintaining the
momentum and relationships it had built with its
target audiences. Key initiatives included HP Life, a
learning programme for entrepreneurs, and
training courses for university students under the
“The brand continues to focus on building a
community, rather than aggressively promoting
its products”
campaignasia.com
HP China
HP Education Services umbrella, among others.
One priority consumer group for the brand is
China’s 300 million-strong youth market, and over
the past two and a half years, HP has positioned
itself as an innovative brand that understands and
shares youth interests with its evolving ‘My
Computer, My Stage’ brand campaign.
To remain front-of-mind among this segment,
HP continues to focus on building a community of
fans, rather than aggressively promoting its
products. The third phase of its youth-oriented
campaign saw it partner with influential portals
and social media destinations, as well as broadcast
TV, to facilitate the production of a film by young
artists. The result was a new platform to engage
directly with the target demographic that continues
to generate interest, having attracted more than
asia-pacific prPRawards
ASIA PACIFIC AWARDS
Gold Awards
223,000 entries, page views to the campaign site
continue to grow, and the movie is expected to
reach an audience of 10 million when released.
A separate initiative that demonstrates the
company’s ability to engage with its consumers in
China is one for its Imaging and Printing Group
(HP-IPG). The campaign, which was named
Product Brand Development Campaign of the Year
in this year’s awards, saw HP align itself with the
literary masterpiece ‘The dream of the red chamber’
by supporting the adaptation of the work into a
film. Targeting design industry professionals the
company demonstrated how its upgraded low-end
A3 printers were able to contribute to the success of
the production, and achieved more than twice the
news exposure of closest rival Canon over a 14-day
period, when Canon also launched a new product.
december 2010 campaign 71
asia-pacific
ASIA pr awards
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Social Education & Philanthropy Awards
Environmental Campaign of the Year
AWARD
Campaign Small Changes = Big Change: Bayer
Australia & New Zealand B-Green Programme
Client Bayer Australia
Agency (OgilvyEarth) Ogilvy Impact
In 2008, Bayer’s chairman flagged global climate
change as “one of the most dominant issues of our
age” and launched the Global Climate Change
Programme. Bayer Australia and New Zealand
recognised the need to establish a unified regional
approach to environmental sustainability, as well
as a strategic approach and action plan for internal
communications to support its environmental
management plan.
To increase awareness of Bayer’s local
environmental targets, the B-Green programme
was developed to promote what employees can do
at work and in their personal lives. A B-Green
charter, ‘Think. Act. Live.’, embodied the company
call to action for all employees, while the ‘B-Green
Come Clean’ challenge encouraged staff to disclose
a personal environmental misdeed with a photo
and pledge to make up for it. Entries were
showcased on the newly-created B-Green intranet,
and used in posters and an email teaser campaign.
Coaching sessions were conducted with Bayer’s
Country Group Council (CGC), Environmental
Health & Safety (EH&S) and ‘Green Champions’ to
present targets and commitments, communication
CSR Campaign of the Year
AWARD
Campaign 2009 Yahoo Taiwan Local Food
Client Yahoo Taiwan
Agency Apex Communication Consultants
In Taiwan, Westernised eating habits and intense
competition from imported foreign agricultural
products had severely affected the livelihoods of
farmers and sparked a rise in the incidence of
cardiovascular diseases. Yahoo Taiwan capitalised
on its position as the country’s dominant internet
portal to promote local food via ‘The 100-Mile
Diet’, urging Taiwanese to support domestic
agricultural products and simultaneously
demonstrating its own patriotic spirit.
Targeting 15.8 million internet users in Taiwan,
the campaign hinged on the indicator that support
for domestic agriculture was an expression of love
for the country. The ‘Local Food’ website featured
human interest stories about the farmers, local food
experts and a Taiwanese fruits Wiki.
To expand its influence via physical channels,
Yahoo Taiwan partnered with chain supermarket
Matsusei, known for organic, high-quality local
produce and a press conference marked the official
launch of the ‘Local Food’ campaign.
Direct contact with the public was made via
Taipei City Government’s farmers’ markets. Goodie
bags and a lucky draw attracted further public
attention, offering the star prize of a one-year rent-
72 campaign december 2010
plans, key messages training and to clarify roles
and responsibilities. The project was launched by
way of a roadshow with a senior Bayer
representative visiting each business location
through Australia and New Zealand; and a B-Green
dvd was shown and guidebook distributed.
Employees were invited to develop a ‘green wall’ of
environmental ideas and pledge their personal
commitments.
Results showed that more than 95 per cent of
free occupation of a farm. Three ‘celebrity wives’
attended a Queen of Energy Drinks competition,
ensuring intensive media coverage. The online
promotion scored more than 10 million visitors
within the first three months of launch; 4.3 million
searches on ‘Local Food’ were recorded on Yahoo
Taiwan; 200,000 votes were generated in a
‘favourite fruit’ campaign; and more than 20,000
words and 1,000 photos were generated via blogger
articles.
attendees thought the launch was highly relevant to
them; over 85 per cent were overwhelmingly
positive about the company’s approach; and 81 per
cent found the ‘green wall’ relevant or highly
relevant. Meanwhile, 88 per cent of employees said
the programme made them proud to work for Bayer
and confident of its future. In recognition of this,
Bayer Australia/New Zealand won the gold award
in the global Bayer Awards for Communication
Excellence (employee category).
ceRtificAte of excellence
Campaign Maintain Healthy Waistline
Client Uni-President Health Foundation of Millenary
Love
Agency Strategic Public Relations Group
In response to an alarming increase in the
incidence among Taiwanese of metabollic
syndrome — a combination of medical disorders
that increases the risk of cardiovascular disease
and diabetes — Uni-President Health Foundation
of Millenary Love disseminated a simple but
effective message. Based on the fundamental
principle that Asian waistline measurements
should not exceed 90cm for men or 80cm for
women, the slogan ‘Hug You, Love You and Care
For You’ focused on the physical act of hugging.
The campaign prompted the government to
include waistline measurement as part of regular
free check-ups, enhanced the credibility of Uni-
President and raised significant public awareness
of the issue.
HonoURABle Mention
Campaign NVIDIA Touch Visual
Client NVIDIA Korea
Agency InComm Brodeur
campaignasia.com
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ASIA PACIFIC AWARDS
Social Education & Philanthropy Awards / Technique A wards

Public Sector Campaign of the Year

AWARD honouRAble mentionS
Campaign Blue Butterfly Campaign Purple Ribbon
Client Yonsei Business School Alumni Association Client Korean Society of Obsterics and Gynecology
Agency Prain Agency Fleishman-Hillard Korea

Soaring tuition costs in Korea have forced many
college and university students to quit school and
led to suicide in extreme cases. Yonsei Business
School urgently needed a substantial scholarship
programme to avoid these pitfalls. The chairman of
the alumni association set an ambitious goal of
raising sufficient funds for scholarships which
would mean tuition fees were no longer necessary.
Fortunately, many of the Yonsei alumni offered
to donate their time and talents pro bono to devise a
campaign to encourage increased donations via a
more direct, effective communications platform
built on convenience, technology and transparency.
A single scholarship costs US$9,000 per annum,
but split between 30 alumni, this was just $300
each, or less than $1 a day. From here came the
campaign slogan, ‘$1 a day; scholarships for all’ —
the butterfly effect, in other words, which also
inspired the name of the campaign.
Launched in December 2009, a website, blog and
Twitter account were set up. A butterfly-shaped
card bearing only the name of the website was
mailed to each alumnus to spark curiosity and
inviting them to visit the website. The amount
donated is shown on the website in real-time; when
Campaign Moment to Save: Ambulance Yielding
Campaign
Client Incomm PR Foundation
Agency Fleishman-Hillard Korea, InComm Brodeur,
domo Communication Consulting
a donation is made, it is broadcast live via website,
blog and Twitter. Incentives and tokens of
appreciation were sent to donors, while scholarship
recipients sent ‘thank you’ notes.
The original goal to collect $1 million within 100
days was surpassed ahead of schedule. Within 50
days of launch, $1,8 million was raised, equivalent
to a fund to support 200 students for one year. As of
August 2010, more than 2,300 alumni were
participating and $2.3 million had been raised.

Employee Communications Campaign of the Year

ceRtificAte of excellence
Campaign Small Changes = Big changes: Bayer
Australia & New Zealand’s B Green Programme
Client Bayer Australia
Agency (OgilvyEarth) Ogilvy Impact

In 2008, Bayer’s chairman launched the Global

Climate Change Programme. Bayer Australia and
New Zealand developed the B-Green programme.
A B-Green charter — ‘Think. Act. Live.’ —
embodied the company call to action for all
employees, while the ‘B-Green Come Clean’
challenge encouraged staff to disclose a personal
environmental misdeed with a photo and pledge to
make up for it. A B-Green intranet, posters, email
campaign, road show, dvd, guidebook and a ‘green
wall’ of environmental ideas were some of the other
initiatives in the campaign.
Results showed that 88 per cent of employees
said the programme made them proud to work for
Bayer and confident of its future.

campaignasia.com december 2010 campaign 73

 asia-pacific
ASIA pr awards
PACIFIC PR AWARDS
Industry Market Awards
Business-to-Business Campaign of the Year
AWARD
Campaign Upgrading Hokkaido Rice to First Class
Client Hokkaido Rice Sales Expansion Committee
Agency Dentsu Public Relations
Thirty years ago, Hokkaido once again became
Japan’s leading rice-producing prefecture, toppling
rival Niigata, thanks to the successful development
of the Kirara 397 variety. However, despite this —
and achieving an ‘A’ rank from the Japan Grain
Inspection Association in 2004 — the wholesale
prices of Hokkaido rice remained low. Farmers
faced severe financial difficulties as these prices
could not match production costs. The objective
was to ensure a retail price to reflect quality.
Targeting distributors, retailers and consumers,
the first step was a survey of 500 Tokyo residents,
which revealed that Niigata prefecture was still
viewed as producing the best rice, while Hokkaido’s
produce was seen as a ‘budget’, less tasty option.
Thus, three key messages were identified:
Hokkaido farmers were passionate about rice;
Hokkaido rice tasted great; and that consumers
placed high value on brand names when judging
flavour. In 2008 and 2009, a blind taste test among
300 Tokyo consumers saw Hokkaido rice rate
higher than that from Niigata and Akita
prefectures. However, once brand names were
revealed, the rankings reversed, thereby proving
the theory that consumers were basing their
Technology Campaign of the Year
AWARD
Campaign Small Budget, Big Results: Launching a
start-up on a start-up budget
Client uBuyiBuy.com
Agency Fleishman-Hillard Hong Kong
With a shoestring budget, uBuyiBuy.com needed to
educate consumers on the new concept of ‘online
group buying’, drive awareness and, most
importantly, convert traffic, page views and online
word-of-mouth into purchases.
While online group buying is very popular in the
US, the idea is quite new to Asia. The task was thus
about both launching a new e-commerce site and a
new concept/category. Online security and privacy
concerns were additional issues which needed to be
addressed, with fears to be allayed via the use of
top-quality security technology.
The campaign used online, digital and social
media vehicles like Facebook and YouTube to reach
the target audience at very low cost. High-profile
interviews with the likes of Bloomberg TV helped
generate credibility for the site as a tech business.
Pre-launch execution included a video starring
Taiwanese entertainer Van Ness Wu, which was
distributed through online video channels and an
iPad giveaway contest. The budget was further
stretched by using the free Pressitt.com service for
optimal online dissemination of social media press
releases with links to additional content.
74 campaign december 2010
judgement on brand name. These findings were
subsequently conveyed to wholesalers, potential
retailers and corporate customers.
Further tasting events and seminars targeted the
media, while a press tour enabled first-hand contact
with farmers.
Thanks to extensive media coverage, Hokkaido
rice prices rose and when Hokkaido’s Yumepirika
brand debuted in 2009, it surpassed rival Niigata’s
Koshihikari in market price.
As a result of the campaign, the number of users
in Hong Kong reached more than 70,000 less than
one month after launch, and the website is already
among the top 500 most-visited in the territory.
Facebook generates nearly 50 per cent of upstream
traffic to the site, followed by Google with just over
16.5 per cent. The key message pull-through hit a 90
per cent success rate, and overall advertising
equivalency value was calculated at more than
US$193,000.
honouRAble mention
Campaign TP12 Powerful PR addresses the
productivity gap
Client Telstra
Agency Howorth/Ogilvy PR Australia
ceRtificAte of excellence
Campaign Citizen Mayors of Sydney Unite
Client Microsoft Australia
Agency Howorth/Ogilvy PR Australia
While a business-focused launch of Microsoft
Office 2010 had generated positive support,
consumer audiences still needed to be convinced to
upgrade from the previous Office 2007 version.
Targeting early adopters, pacesetters, social media
users, influential bloggers and Tweeters, the
strategy capitalised on the growing popularity of
Foursquare, creating the world’s first ‘Office mayor
meetup 2010’ in Sydney to encourage interaction
and participation. The campaign as a whole had an
overall reach of more than 5.6 million via print,
online news, blog coverage and Twitter, reaching
more than a quarter of the Australian population.
Media coverage spread beyond traditional IT
publications and positioned Microsoft as a leader in
the social media space.
honouRAble mention
Campaign The MagnifiCores
Client Intel Indonesia
Agency IndoPacific Edelman
campaignasia.com

Healthcare: Ethical Campaign of the Year
AWARD
Campaign I Love Islet
Client Novartis Korea
Agency The Communications Enzaim
The ‘I Love Islet’ campaign applied both medical
and geographic meanings of the word ‘islet’ in its
bid to provide diagnosis and treatment to diabetes
patients in the remote islands around the Korean
peninsular, where healthcare services had not
penetrated.
Physicians and patients showed low awareness
of the Islets of Langerhans and their function in the
human pancreas, despite the importance of these
cells in the onset of diabetes.
Novartis’ Galvus medication, a DPP-4 inhibitor,
is designed to protect the function of the pancreas.
The ‘I Love Islet’ campaign aimed to provide easy-
to-understand education on the mechanism of
DPP-4 inhibitors, encourage prescription and
increase public awareness of diabetes issues.
Public interest was raised by explaining the
process of the campaign — protecting residents of
about 3,000 remote islands from diabetes — and
the features of the product (protection of the Islets
of Langerhans). The campaign was launched to
coincide with World Diabetes Day, and messages
delivered through influential local media
organisations and national daily newspapers.
Community health centres, the Korea Diabetes
Consumer Launch Campaign of the Year
AWARD
Campaign From Zero to Hero: launching Flip Video in
Australia
Client Cisco Consumer Products
Agency Text100
Cisco Australia had just five weeks to build
excitement around Flip Video, a pocket video
camera well-known in the US but with very low
brand recognition in Australia. Cisco also wanted
to publicise its acquisition of the Flip brand from
makers Pure Digital, introduce itself as a player in
the consumer products category and introduce the
concept of a pocket video camera to consumers.
Targeting an audience aged 14 to 25, the
communications strategy involved a 360-degree
campaign encompassing celebrity, event, product,
competition and digital elements. A flash-mob
event on Bondi Beach was made viral and became
global within days. The stunt involved actors
performing a choreographed ‘towel surfing’ routine
on the beach, while passers-by captured the action
on Flip Videos, communicating the brand
propositions of ‘shoot everything, share anything’
and ‘capturing life’s unexpected moments’.
The product was also seeded with journalists
and bloggers to secure product reviews and
placement in Christmas gift guides and features.
Celebrity ambassadors Jessica Mauboy, Corbin
Harris and Tom Whitaker played supporting roles
campaignasia.com
Industry Market Awards / General Consumer Awards
Association, local hospitals, NGOs, physicians,
patients and the media were invited to participate
in different ways, while interactive online lectures
for healthcare professionals also raised funds by
matching donations with numbers of participants.
‘I Love Islet’ was Korea’s first nationwide
healthcare campaign to target diabetes patients in
remote isles, and encouraged community
participation via volunteer groups to bring media
care, education and supplies.
in numerous high-profile events supporting retail
marketing activities.
Media coverage achieved more than 74 million
impressions across Australia, with the flash-mob
footage on YouTube achieving more than 350,000
views by January 2010 and still amassing views
today. Retail market analyst GfK reports that Flip
Video commands market share of 45 per cent in
2010, and Cisco extended Text100’s remit to cover
its entire consumer business.
asia-pacific prPRawards
ASIA PACIFIC AWARDS
ceRtificAte of excellence
Campaign Restoring harmony to Chinese marriages
Client Eli Lilly Asia
Agency Ogilvy Health
Eli Lilly Asia had to reach out to Chinese men —
studies showed that erectile dysfunction affects 40
per cent of this demographic over the age of 40 —
to promote the 36-hour efficacy of its Cialis brand,
but legal restrictions meant it could not mention
either the drug’s name, nor the condition it treats.
The adopted strategy included a partnership
with the China Population Communications Centre
— which, as an NGO, could address the issue of
erectile dysfunction publicly — to help highlight the
fact that solving the problem was key to restoring
happiness and intimacy among middle-aged
couples.
Events, physician and pharmacy outreach, and
key opinion leaders helped increase Cialis brand
awareness from 16 per cent to 29 per cent
immediately following the campaign.
honouRAble mention
Campaign Oral contraceptive campaign
Client Bayer Korea
Agency In-house
ceRtificAte of excellence
Campaign HP My Computer, My Stage — youth
campaign
Client China HP Personal Systems Group
Agency Burson Marsteller China
Wave three of HP’s ‘My Computer, My Stage’
campaign called for the production of an original
film. The drive attracted 223,294 submissions, and
the film is expected to reach 10 million viewers.
Campaign Doublemint — Golden Eagle, Gold
Freshness
Client Wrigley
Agency Burson Marsteller
In launching its premium Golden Eagle product in
China, Doublemint set out to pre-seed the product
directly to those in the creative industries. This
generated broad coverage without a media event.
honouRAble mention
Campaign Australia: Who do you think you really are?
Client Ancestry.com.au
Agency Howorth/Ogilvy PR Australia
december 2010 campaign 75
asia-pacific
ASIA pr awards
PACIFIC PR AWARDS
General Consumer Awards
Product Brand Development Campaign of the Year
AWARD
Campaign The Dream of the Red Chamber: the
crossover of Chinese literature and product brands
Client China HP IPG
Agency Hill & Knowlton (China)
The China Hewlett-Packard Imaging and Printing
Group (HP-IPG) needed a strategy to differentiate
itself from its competitors, re-establish itself as the
industry leader in low-end, high-quality products
and capture a larger portion of the A3-sized
printing market share. This was to be achieved by
leveraging the innovative value of the Chinese
traditional arts.
Endorsements from key opinion leaders in the
arts and design industry, including TV director Li
Shaohong, created news angles and hooks for the
campaign that aroused public interest. A live demo
centre allowed the media and influencers to
experience HP’s printing capabilities, while a
promotional roadshow illustrated the crossover of
classic literature and printing technology.
The message was further emphasised via the
digital platform by initiating BBS topics to engage
the target audience — mainland Chinese design
industry professionals such as architects and
costume designers — with discussions about the
synergy of Chinese classics, modern adaptations
and technology.
In addition, a coffee table book was produced to
Arts, Entertainment & Media Campaign of the Year
AWARD
Campaign Uncensored Conversations
Client Museum of Australian Democracy at Old
Parliament House
Agency Porter Novelli
Launched in May 2009, the Museum of Australian
Democracy at old Parliament House (MoAD), is the
only museum in Australia dedicated to telling the
story of the country’s democracy. Research showed
that Australians knew democracy was important,
but could not express why.
The campaign strategy thus focused on
demonstrating the relevance of democracy to
Australians in their everyday lives. Public interest
was sparked with ‘Uncensored Conversations’, a
thought-provoking speaker series at the MoAD,
with the achievements of each selected speaker
demonstrating the core values of Australia’s
democratic policy.
Other topics identified as newsworthy included
the fine line between government involvement and
intrusion; and Sydney hip-hop group The Herd
with Griffith Review editor Julianne Schultz
discussed freedom of speech and censorship.
An exhibition of photographs of the speakers
shot by celebrity photographer Robin Sellick
encouraged further visits to MoAD; media releases
and behind-the-scenes videos, radio interviews and
in-depth feature articles ensured a constant flow of
76 campaign december 2010
showcase the high quality of prints.
In its first two weeks the campaign generated
over 200 per cent more online news coverage than a
Canon product launch at the same time, and 90 per
cent of the HP campaign highlighted the company’s
leading position in the A3 printing arena. A total of
161 mainstream media reports and clippings were
generated, helping to increase HP’s market share in
A3-sized printing from 34 per cent in Q4 2008 to
more than 43 per cent in Q1 2010.
national media coverage; podcasts of the speaker
series and a Twitter page allowed people to find out
more and share personal feedback.
The ‘Uncensored Conversations’ campaign
achieved 92 pieces of print, online, TV and radio
coverage, and 74 million audience impressions,
while more than 430 people registered to attend the
event series. As the most successful MoAD
campaign ever, a second ‘Uncensored
Conversations’ series will roll out over 2010-11.
ceRtificAte of excellence
Campaign Upgrading Hokkaido Rice to First Class
Client Hokkaido Rice Sales Expansion Committee
Agency Dentsu Public Relations
To help raise the wholesale price of Hokkaido rice,
a campaign was launched to demonstrate its
quality. Prices rose, and two Hokkaido rice brands
were introduced on first- and business-class flights
on Japan Airlines and ANA.
Campaign adidas rescues ‘Meiso runners’, making
their running lifestyle a reality
Client adidas Japan
Agency BlueCurrent Japan
To differentiate itself in Japan, adidas Running
sought to provide guidance and motivation to new
(meiso) runners via specialist online coaching. The
work saw sales rise over 120 per cent year-on-year.
honouRAble mention
Campaign Australia: Who do you think you really are?
Client Ancestry.com.au
Agency Howorth/Ogilvy PR Australia
ceRtificAte of excellence
Campaign Live Your Dream and Reach for the Stars
Client Madame Tussauds Hong Kong
Agency Ogilvy Public Relations Worldwide
Facing tough competition from rivals Ocean Park,
Hong Kong Disneyland and Ngong Ping 360,
Madame Tussauds Hong Kong capitalised on the
introduction of a new wax figure of pop icon
Madonna to generate buzz. A themed dance
competition engaged young adults aged 15 to 35
via YouTube, reaching out to dance studios and
bringing in local pop singer William Chan to judge
the finale. Madame Tussauds recorded an increase
in visitor numbers of 14 per cent in December 2009,
compared to the same period in 2008. The
campaign reached 95 per cent of all target media
and contributed to almost 10 per cent of the annual
media coverage of Madame Tussauds Hong Kong.
honouRAble mention
Campaign Elevating the Jaipur Literature Festival to
the international stage
Client Teamwork Films
Agency MS&L Group India - Hanmer MS&L
campaignasia.com

Financial Communications Campaign of the Year
AWARD
Campaign The first Russian listed company in Hong
Kong
Client United Company RUSAL
Agency Strategic Public Relations Group
Russian companies have a low profile among Hong
Kong investors, so listing United Company RUSAL
(UC RUSAL), the world’s largest aluminium
producer and the first Russian firm to be listed in
the Hong Kong market, presented significant
challenges.
For example, UC RUSAL would represent the
first IPO in Hong Kong without a retail tranche
offering, as the Securities and Futures Commission
had stipulated the company trade in broad lots of
24,000 shares, unaffordable for most investors.
Furthermore, UC RUSAL’s high debt level prior to
its IPO meant all proceeds would be used for debt
repayment. There was also a prolonged stock
exchange hearing because of requirements to
prepare extensive data for analysis.
The objectives, therefore, had to focus on the
positive: to highlight UC RUSAL’s leading position
in the industry; its strong China growth potential;
its competitive advantage of lowest production
costs in the industry. Strong relationships needed to
be fostered with the Hong Kong government,
regulators, investment community, media and
general public. With a single theme ‘Bringing the
Crisis or Issue Management Campaign of the Year
AWARD
Campaign Springvale Road Rail Separation Project
Client VicRoads
Agency VicRoads
Addressing the problems of the Springvale Road
level rail crossing, one of Melbourne’s most
dangerous crossings, involved closing one of the
city’s most important roads to construct an
underground tunnel. With great potential for
negative PR and community backlash, a proactive
approach was required to prevent fallout that
might impact the project and the reputation of the
government agencies and companies involved.
A communication strategy was created to ensure
a cohesive approach to engaging with the
community. Over the eight months of the project,
milestone events were scheduled and
communication planned around each. The key
element lay in a comprehensive and personal
approach to dealing with those most affected,
namely residents, motorists, rail users and traders.
Residents were given community contact cards
to help them directly contact the project team with
concerns and complaints, while advertising,
website updates and on-site electronic signage
alerted motorists and commuters. Local traders
picture credit
were offered financial support to install necessary
signage, as well as for advertising to show they were
still in business.
campaignasia.com
best of Russia to China’ a dialogue was established
with financial media, and a five-year education and
research project was set up in conjunction with the
Hong Kong University of Science & Technology.
These and other programmes helped UC RUSAL
become one of the major showcases for the Hong
Kong Stock Exchange to promote the territory as a
leading global fund-raising platform, with the
successful IPO helping to reduce its debt level and
raise its profile among investors.
Major works started in April 2009 and completed
by early January 2010. Formal market research was
undertaken in March 2010, with results showing
that the project achieved a 93 per cent satisfaction
rating, and 59 unsolicited compliments. Only five
written complaints from traders were received
during planned events; 100 per cent of all planned
disruptions had a two-week notice period; and the
project received an internal VicRoads Major Project
Divisional Awards.
asia-pacific prPRawards
ASIA PACIFIC AWARDS
Corporate Awards
honouRAble mentionS
Campaign Maintaining a strong independent profile
for St George Bank following its merger with Westpac
in Australia
Client St George Bank
Agency Sefiani Communications Group
Campaign Taking part in China’s growth story —
iShares CSI300 A-Share ETF launch
Client BlackRock Asset Management North Asia
Agency APCO Worldwide
ceRtificAte of excellence
Campaign Insulating GM India during bankruptcy of
its parent brand in North America
Client General Motors India
Agency Edelman
When General Motors filed for bankruptcy in
North America, there was a backlash against GM
India. A multi-pronged campaign used social
media to highlight GM’s commitment to India,
enabling regular interaction with the firm’s top
management. Perception of the company improved
significantly and sales continue to grow strongly.
Campaign LG Australia Refrigerator and DVD Recall
Client LG Electronics
Agency LG-One (Pulse Communications and Ogilvy
360 DI)
Following a lapse in production quality for certain
products, electronic goods company, LG Australia
had to rebuild consumer trust and demonstrate
duty of care to all stakeholders. A website was
established where consumers were given options
for repair, replacement or refund, and a digital
programme enabled instant dialogue. Over 1600
visits to web page, LGresponds.com.au were
registered and 99 per cent of related articles which
appeared in all media platforms featured a quote
from LG.
december 2010 campaign 77
 asia-pacific prPRawards
ASIA PACIFIC AWARDS
Sponsored by Corporate Awards

Corporate Branding Campaign of the Year

ceRtificAte of excellence honouRAble mention
Campaign See the Love Campaign From the Ground Up
Client Franz Collection Client Iskandar Investment
Agency Ogilvy Public Relations Worldwide Agency Ogilvy Public Relations Worldwide

In the face of the 2009 global recession, Taiwanese

brand Franz — maker of functional and decorative
porcelain items — wished to infuse positive energy
through society by building a connection with
ordinary consumers and educating them on its
brand spirit: love. The target audience — middle-
class people between 25 and 45 — were invited to
participate in the ‘See the Love Digital Interactive
Art Experiment Exhibition’, a combination of
science and 3D animation at which consumers
could create unique gifts for their loved ones. Social
media and print elements drove more than 1,000
visitors to the exhibition over four days, while page
views on the website topped 1.5 million.

Public Affairs Campaign of the Year

AWARD honouRAble mention
Campaign Moment to Save: Ambulance Yielding Campaign Roadmap to Indonesia healthcare reform
Campaign Client International Pharmaceutical Manufacturers
Client Incomm PR Foundation Group
Agency Fleishman-Hillard Korea, Incomm Brodeur, Agency Burson Marsteller
domo Communication Consultancy

In Korea, while giving way to ambulances is

mandated by law, the majority of drivers were
unaware of this and did not know how to respond
when finding themselves in such a situation. With
one critical patient being transported to hospital by
ambulance every 24 seconds in Korea, the situation
demanded urgent attention.
A survey by Incomm of 1,000 drivers revealed
that nearly 75 per cent had never received
information or education on ambulance yielding
obligations or the means to do so.
A nationwide multimedia campaign was
conceived under the theme ‘Moment to save’, with
the message that ‘any driver can save a life’. A video with Korea’s rise in international society, while
portraying a situation in which cars failed to make interviews with the US’ 911 emergency service and
way for an ambulance was filmed from the the German Embassy were pitched to illustrate how
ambulance driver’s point of view, in co-operation the situation is handled in those countries.
with the National Emergency Management Agency. Substantial social impact was achieved by
An Ambulance Yielding Manual was compiled and leading media, government affiliates and the
used as key content of feature articles in major press National Assembly. CCTVs were installed in 119
titles, leading with Chosun Ilbo. ambulances to impose strict penalties on cars
The campaign took a stance of mature civic which did not give way, and penalties were
awareness and advanced culture to correspond significantly increased.

campaignasia.com december 2010 campaign 79


Sponsored by
Best Use of Digital
AWARD
Campaign Goodyear Blimp’s social media premiere
in China
Client Goodyear Dahlian Tyre Company
Agency Ogilvy Public Relations Worldwide
Although the Goodyear Blimp had first taken to
the skies 85 years ago and become an
internationally-recognised icon, it meant very little
to the average consumer in China.
Goodyear thus set out to rectify this by targeting
mid-to-high-end male drivers, using humour to
engage them online.
The marketing communications strategy was to
use a Hollywood-style campaign to create hype
around a video, creating ‘Scoundrels vs Tire’, an
integrated social media initiative that used video,
gaming and influencer engagement. The Goodyear
Blimp was a constant ‘character’ in the campaign.
The video took inspiration from black humour
films with a Chinese twist, featuring two grifters
running a dodgy roadside tyre station who devise a
scheme to deliberately damage people’s tyres, thus
driving up their business. The characters spoke a
local dialect of Henan province, adding to the light-
hearted, comic and relevancy of the concept.
The story extended into an online game in which
players could compete with each other, using cursor
keys to navigate a motor vehicle along a road and
avoiding potential dangers. The Blimp featured
Technique Awards
Promotional Activity
honouRAble mention
Campaign Martell VSOP –The Ultimate Start-up Space
Client Pernod Ricard Singapore
Agency TBWA\Singapore
campaignasia.com
prominently in the game, and the three highest-
scorers who registered on the site won a ride in the
Goodyear Blimp and a set of premium tyres.
The campaign was supported offline via instore
and POS marketing, as well as copies of the video
which retailers could give to customers.
Post-campaign results showed the target KPI
was exceeded by 160 per cent, and the equivalent of
14 per cent of male broadband users in China
interacted with the campaign.
Corporate Awards
Corporate Publications
honouRAble mention
Campaign Are you? Central
Client Hong Kong Land
Agency Hachette Filipacchi Hong Kong
asia-pacific prPRawards
ASIA PACIFIC AWARDS
Technique Awards
ceRtificAte of excellence
Campaign Bondi Beach Gets Flipped!
Client Cisco
Agency Text100
In just five weeks, Cisco Australia had to build
awareness around pocket video camera Flip Video,
which had virtually zero brand recognition in
Australia. Targeting an audience aged 14 to 25, the
strategy involved celebrity, event, product,
competition and digital elements. Media coverage
achieved more than 74 million impressions across
Australia, with the flash-mob footage on YouTube
achieving more than 350,000 views by January
2010 and still amassing views today. Retail market
analyst GfK reports that Flip Video commanded
market share of 45 per cent in 2010.
honouRAble mention
Campaign Fubon Food Master Community
Client Taipei Fubon Commercial Bank
Agency Ogilvy Public Relations Worldwide
december 2010 campaign 81