A campaign that revitalised tourism to the Philippines has won the 2013 Warc Prize for Asian Strategy, the competition to find the best example of strategic thinking in Asian marketing.
‘It’s More Fun in the Philippines’, a campaign developed by BBDO Guerrero for the Philippines Department of Tourism, used social media to enlist the help of Filipinos in creating the campaign. It helped drive visitors to the country to a record high, even though the Philippines’ marketing budget was far smaller than those of rival markets.
At an event in Singapore on 26 September, Warc, the marketing intelligence service, announced that the paper, authored by Cristina Buenaventura, had won the $5,000 Warc Prize for Asian Strategy Grand Prix. The Prize was set up to reward the region’s best strategy case study. In addition to the Grand Prix, Warc offered five further Special Awards of $1,000 each.
Leanne Cutts, the 2013 Prize chair and President & Managing Director Japan at Mondelez International, said the Grand Prix winner stood out due to the simplicity of the idea, and its potential to evolve across media and across time. “The winning campaign was not only an idea for its own category, but it spilled over into other parts of life. We felt that this was an enormously valuable idea that could be sustainable and grow over time.”
A total of 18 papers were awarded Gold, Silver or Bronze (see full list below). The five Special Award winners were:
• ‘SMART TXTBKS’, an initiative to load school textbooks onto phone SIM cards, from DDB DM9 JaymeSyfu in the Philippines, won the Market Pioneer award for the best paper targeting an underserved market segment. (Authors: Diday Alcudia and Asterio Gutierrez)
• The Chinese reworking of Nike’s ‘Greatness’ campaign, by Wieden & Kennedy, Mindshare, Razorfish and AKQA, won the Cultural Connection award. (Author: Rodion Yudasin)
• ‘The Tagging Drive’, a Facebook campaign by Ogilvy & Mather for Indian not-for-profit Once Again, won the Channel Insight award. (Authors: Manasi Trivedi, R S Siju and Venkataraghavan Srinivasan)
• ‘All Weather AC’, a campaign by Ogilvy and Mather to revive Indian air-conditioning brand Voltas, won the Local Hero award for Asian challenger brands. (Author: Neha Chopra)
• ‘THPF Smoking Kid’, a digital anti-smoking campaign from Ogilvy & Mather in Thailand, won the Asia First award for insight or innovation that the rest of the world can learn from. (Authors: Sutatip Chadavadh and Kusuma Kusoltawee)
“The winning campaigns stood out for the simplicity of their creative ideas, clearly articulated strategies and genuine Asian insights. The winners this year were a mix of leaders and challengers in their own industries, but stood out for demonstrating remarkable persistence in the face of all sorts of competition,” said Cutts. “Finally, the winning campaigns were determined to take a disproportionate share of culture and be around for years to come.”
The 18 winning entries came from six different markets – eight from India, four from China, three from the Philippines, and one each from Singapore, Thailand and Malaysia.
Winning entries (Agency / Client / Campaign Market)
Categories: Sports and Leisure, Eventslbbonline.com, Fri, 27 Sep 2013 08:16:16 GMT