Winners: 2013 Asian Marketing Effectiveness Awards | Publicity

From 139 preselected entries for the Asian Marketing Effectiveness Awards, the jury awarded 55 prizes: 16 gold, 19 silver and 20 bronze. The jury did not award a platinum award, however, explaining in a statement that despite all the hard work, no entry stood out against the other platinum winners.

McCann’s’Stupid ways to die‘for Metro Trains of Melbourne emerged with the most material, winning four gold awards. Other winners of several awards include:

  • “Volunteer to Promote Volunteering”, by Leo Burnett Melbourne for SEEK Volunteer (three gold medals and one silver).

  • “New rules for sponsorship, one fan at a time”, by Clemenger BBDO Melbourne for the National Australia Bank (one gold and three silver)

  • ‘Hover car’, by Proximity China / Goodstein & Partners for Volkswagen (three medals, one of each color).

Melbourne’s creative community wiped out agency of the year honors, with McCann Melbourne taking second and Leo Burnett Melbourne third behind Clemenger BBDO Melbourne.

Ogilvy & Mather finished second and McCann third behind BBDO for Network of the Year honors.

The most awarded country was Australia, which won 15 awards, followed by China with 10 and New Zealand and Singapore with five each. (A full country-by-country tally appears below.)

The first Young FAME competition gave six teams of two just 24 hours to develop a planning strategy in line with a brief given by the United Nations World Food Program. A team from Cheil Worldwide took gold, Draftfcb silver and BBDO took bronze.

“I have had the privilege of leading such a distinguished team of jury members who have worked very hard over the past few weeks to carefully assess some excellent marketing,” said jury chairman Ajay Kaul, executive director of global communications branding and marketing analytics for Lenovo. “We saw incredible work and it was quite difficult to select only a few winners given the overall quality of the work, the majority of which was truly world class. Asia is clearly on a pioneering path leading to innovative use of technology and media. “

Terry Savage, President of Lions Festivals, added: “The past two days have been a fantastic and optimistic experience and have shown that the region and the industry are constantly innovating and moving forward. Ajay is right when he says there was world class work. It sets the benchmark for the future of brand marketing, and I’m sure the delegates left brimming with new ideas and inspiration.

Asian Marketing Effectiveness Awards 2013 by Country:

Total Gold Silver Bronze
Australia

15

ten

4

1

China

ten

2

3

5

Hong Kong

4

2

2

India

4

1

3

Indonesia

Japan

2

1

1

New Zealand

5

1

2

2

Philippines

4

2

2

Singapore

5

4

1

South Korea

2

1

1

Taiwan

1

1

Thailand

3

2

1

Vietnam

0

Complete list of 2013 Asian Marketing Effectiveness Award winners

Entry title Customer Companies Country Price
A01. Drinks (non-alcoholic and alcoholic)

Give back to the Aussie Blokes their national icon

Bitter victoria

Clemenger BBDO Melbourne

Australia

Bronze

Sorry for the twigs, folks

Monteith crushed cider

Colenso BBDO / Proximity New Zealand

New Zealand

Silver

The smallest cafe in the world

Kanu

Cheil in the world

South Korea

Silver

The wine is finished

Export dry

Colenso BBDO / Proximity New Zealand

New Zealand

Bronze

A03. Furniture, appliances, cleaning and household products

Dip, dab, drop

OMO, Rinso, Breeze

Lowe Asia-Pacific

Singapore

Silver

The IKEA Catalog 2012 – A Worthwhile Roommate

IKEA Catalog

303LOWE

Australia

Gold

A04. Pharmaceuticals, cosmetics, cosmetics and toiletries

No medals awarded

A07. Cars and automotive services

After the dark campaign

Mercedes

Ogilvy Beijing

China

Bronze

Hover car

Volkswagen

Proximity China / Goodstein & Partners

China

Gold

A08. Travel, entertainment, leisure and retail (including e-commerce and restaurants)

I’m genius

Mcdonalds

DDB Group Hong Kong

Hong Kong SAR

Bronze

It’s more fun in the Philippines

The Philippines

BBDO Guerrero

Philippines

Gold

Pizza Roulette

Pizza Roulette

Barnes, Catmur and his friends

New Zealand

Bronze

A09. Financial Services, Commercial Utilities, Business Products and Services

New sponsorship rules, one fan at a time

NAB

Clemenger BBDO Melbourne

Australia

Silver

Leading the action through one of the most powerful emotions – guilt.

Taiwan high speed train

Ogilvy & Mather Advertising

Taiwan

Bronze

Go West – The Terracotta Warrior’s Journey to the United States

UPS

Ogilvy Shanghai

China

Bronze

Vodafone “made for you”

Vodafone

Ogilvy & Mather

India

Silver

A11. Corporate image and information

No medals awarded

AT 12. Charities, public health and safety and public awareness messages

Stupid ways to die

Subway

McCann

Australia

Gold

Old Parts For New

ORBIS International project

ORBIS International Project / Ogilvy & Mather Group

Hong Kong SAR

Bronze

Child who smokes – Upside down reflection

1600 Quitline

Ogilvy & Mather Advertising Thailand

Thailand

Silver

B01. Most innovative use of media

Boysen KNOxOUT Project

Boysen KNOxOUT

TBWA Santiago Mangada Puno

Philippines

Bronze

IKEA Sukima Gallery

IKEA

TBWA Hakuhodo

Japan

Gold

Volunteer to promote volunteering

RESEARCH Volunteer

Leo Burnett Melbourne

Australia

Gold

B02. Most effective use of branded content

Stupid ways to die

Subway

McCann

Australia

Gold

B03. Most effective use of sponsorship and event marketing

New sponsorship rules, one fan at a time

NAB

Clemenger BBDO Melbourne

Australia

Gold

Connect smarter cities

IBM

Ogilvy & Mather, Singapore

Singapore

Bronze

B04. Most effective use of public relations

Everyday soldier

Gillette

BBDO India

India

Bronze

Fair Go Bro

Virgin mobile

a green bean

Australia

Gold

Hover car

Volkswagen

Proximity China / Goodstein & Partners

China

Silver

Pacquiao Positive

Sting PowerPacq Energy Drink

DDB Philippines Inc.

Philippines

Bronze

Sexy shave

Gillette (China)

BBDO China

China

Silver

B05. Most effective use of eco / green marketing

Boysen KNOxOUT Project

Boysen KNOxOUT

TBWA Santiago Mangada Puno

Philippines

Gold

The Future of Japan project

Mirai Nihon Project

TBWA Hakuhodo

Japan

Bronze

B06. Most effective use of social media marketing

Stupid ways to die

Subway

McCann

Australia

Gold

Hover car

Volkswagen

Proximity China / Goodstein & Partners

China

Bronze

National night

Mentos

BBH Asia-Pacific

Singapore

Silver

New sponsorship rules, one fan at a time

NAB

Clemenger BBDO Melbourne

Australia

Silver

Volunteer to promote volunteering

RESEARCH Volunteer

Leo Burnett Melbourne

Australia

Gold

B07. Most efficient use of digital media

Beyond the wall

Mountain dew

Colenso BBDO / Proximity New Zealand

New Zealand

Silver

Volunteer to promote volunteering

RESEARCH Volunteer

Leo Burnett Melbourne

Australia

Silver

B08. Most efficient use of technology

Beyond the wall

Mountain dew

Colenso BBDO / Proximity New Zealand

New Zealand

Gold

B09. Best Low Budget Marketing Campaign

Old Parts For New

ORBIS International project

ORBIS International Project / Ogilvy & Mather Group

Hong Kong SAR

Silver

Child who smokes – Upside down reflection

1600 Quitline

Ogilvy & Mather Advertising Thailand

Thailand

Silver

B11. Best Non-Traditional Thinking / Non-Advertising Idea

No medals awarded

B12. Best marketing campaign for regional brand development

You are not you when you are hungry

Snickers

BBDO

Hong Kong SAR

Silver

B13. Best National Brand Development Marketing Campaign

Tales of dirty t-shirts

Rinso

Lowe Asia-Pacific

Singapore

Silver

Dove Master Brand

Unilever

Shanghai PhD

China

Silver

Become crazy

The north face

Ogilvy Shanghai

China

Bronze

B14. Better perspectives / Strategic thinking

Sexy Shave

Gillette (China)

BBDO China

China

Bronze

Smoking Kid – Upside Down Reflection

1600 Quitline

Ogilvy & Mather Advertising Thailand

Thailand

Bronze

The smallest cafe in the world

Kanu

Cheil in the world

South Korea

Bronze

B15. Best lasting success

Dip, dab, drop

OMO, Rinso, Breeze

Lowe Asia-Pacific

Singapore

Silver

Flavors of Life – A Generation’s Favorite Story in China

Wrigley Extra

BBDO (China) Guangzhou Branch

China

Gold

Lifebuoy Global Handwashing Day: Saving Lives

Life buoy

Lowe Lintas & Partners

India

Bronze

Harnessing Forgotten Gandhian Values ​​to Sell 2 Billion Packets of Detergent

Surf on Excel

Lowe Lintas & Partners

India

Bronze

B16. Best Integrated Marketing Campaign

Stupid ways to die

Subway

McCann

Australia

Gold

New sponsorship rules, one fan at a time

NAB

Clemenger BBDO Melbourne

Australia

Silver

Volunteer to promote volunteering

RESEARCH Volunteer

Leo Burnett Melbourne

Australia

Gold

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