Singapore agencies dominated the Promotion Marketing Awards of Asia, with Bates/141 Singapore and its client Asia Pacific Breweries taking top honors with the Best in Asia award.
It’s the second year Bates/141 won the top prize, and only the third year for the competition (held in Singapore in August).
“Asia is an extremely difficult market to get any sustainable cut through and market share shift,” says Teh Ban Lian, chairman of the PMAA 2002 Judging Group and chairman of PhoenixTown International, Singapore. “Overall, the entries demonstrated a high degree of integration and above all, creativity.”
Gold winners in 13 categories went on to compete in the Globes, run by the Association of Promotion Marketing Agencies Worldwide. Globe winners will be announced at APMA’s conference in Miami this month.
Heineken Green Room Sessions took gold in three categories (see accompanying list). The campaign centered on band performances in nightclubs and bars, hosted by Heineken. The brand gave “door prizes” to the first 100 patrons each night, and had D.J.s and brand ambassadors keep Heineken top-of-mind during concerts.
The campaign “is the perfect example of a long-term integrated marketing campaign that delivers tangible results,” says Anthony Pounds, managing director of 141 Singapore.
The competition’s other top winner, Ogilvy & Mather’s When Walkie Met Talkie for client Motorola, took gold in three categories. That campaign used a love story of two characters (Walkie, a man, and Talkie, a woman) to launch China’s first-ever two-way radio.
Ironically, Motorola and O&M used the Internet to sell the low-tech radios: A three-part soap opera ran online, telling the story of the couple that met accidentally when their radios connected. The burning question — would their chance encounter blossom into love? — played out at events in high-traffic shopping areas in Beijing and Shanghai. (Female fans who followed the story online got an e-mail invitation from Walkie, male fans got one from Talkie.)
Participants used radios to “meet” a partner in the crowd; male and female teams had a chance to compete in games on-stage. A forum discussion on love and product demos rounded out the day and cemented the radio’s positioning as a spontaneous device — a far cry from its image as a military tool.
Motorola captured data on nearly 57,000 consumers (its goal was 30,000) and drew 12,500 participants for its Beijing and Shanghai events. Web ads garnered 7.6 million click-throughs.
With entries from eight countries, the awards competition “is now established in the marketing industry, recognizing the best in promotion marketing throughout this rich and diverse region,” says awards director Mike Da Silva, ceo of MDSA in Australia. Entries came from China, India, Japan, Korea, Philippines, Singapore, Taiwan, and Thailand.
Judge Rob Langtry, managing partner of EURO RSCG Active in Indonesia, was impressed with “the development of promotional marketing in Asia. The level of integration of brand values and key messages into such a wide range of media is as good as I have seen anywhere. The use of the Web is now becoming commonplace, and the emergence on grass roots event marketing and leverage surprised me.”
Promotion Marketing Awards of Asia Winners
Best Multi-Disciplined Promotion Campaign
Gold: Heineken-Green Room Sessions
Bates/141 Singapore
Asia Pacific Breweries Singapore
Silver: Virgin Mobile Pre-Launch & Launch Campaigns
Tequila Singapore
Virgin Mobile Singapore
Bronze: Virgin Colours Consumer Launch Tequila Singapore
Virgin Drinks Asia Pacific/Yeo Hiap Seng
Best Use of Advertising
Gold: Virgin Colours Consumer Launch
Silver: Virgin Mobile Pre-Launch & Launch Campaigns
Bronze: Heineken Green Room Sessions
Best Use of Direct Marketing
Gold: Audi A4 Launch
141 Singapore
Audi Asia Pacific
Silver: MTV & Brand Equity Youth Marketing Forum 2002
MTV India
Bronze: El Din Ka Raja Hindustan Lever India
Best Use of Innovative Communication Strategy
Gold: When Walkie Met Talkie Ogilvy & Mather/Promotional Campaigns
China
Motorola SMP China
Silver: Coca-Cola. MyEnjoyZone.com
Virtual Marketing India
Coca-Cola India
Bronze: Samsung Festival Promotion Mudra Communications, India Samsung India
Best Use of New Media
Gold: When Walkie Met Talkie
Silver: No One Can Eat Just One
Virtual Marketing India
Frito-Lay India
Bronze: Bacardi/Viral Marketing
Virtual Marketing, India
Bacardi Martini India
Most Effective Long Term Campaign
Gold: Heineken Green Room Sessions
Silver: Guinness Black List
Ogilvy Action Asia Pacific, Singapore
Guinness UDV
Bronze: Red Bull Extra Short Film
Ogilvy & Mather Advertising, Thailand
Red Bull Beverage Co.
Best Activity Generating Brand Awareness & Trial
Gold: Glade P.R. Launch
East Promotions Co. South Korea
Korea Johnson Co.
Silver: National Wet/Dry Electric Shaver
Ogilvy & Mather Action, Singapore
National Matsushita
Bronze: ESPN Super Selector. Think You Know Better
Ogilivy & Mather, Mumbai, India
ESPN Software
Best Activity Generating Brand Volume
Gold: Heineken Green Room Sessions
Silver: Guinness Black List
Bronze: Qoo Launch Campaign
Team Mate Marketing Development & Services, Taiwan
Coca-Cola Far East
Best Activity Generating Brand Loyalty
(No Gold winner)
Silver: A Permanent Pavilion KT Megaweb
FM Communications, Korea
Korea Telecom
(No Bronze winner)
Best Business to Business
(No Gold winner)
Silver: Bates New Business DM
141 Singapore
Bronze: MTV & Brand Equity Youth Marketing Forum 2002
Best Retail Account-Specific Activity
Gold: Lucky Strike — 130 Years of Evolution
Bates-Yomiko Japan
British American Tobacco
Silver: Two for Tango
Lowe Thailand
Unilever Thailand
Bronze: Chivas Regal. When You Know the Moment
Tequila Singapore
Pernod Ricard Singapore
Best Dealer or Sales Force Activity
(No Gold winner)
Silver: Philips Regional Dealer Relationship Programme
Tequila Singapore
Philips
(No Bronze winner)
Best Idea or Concept
Gold: When Walkie Met Talkie
Silver: Ek Din Ka Raja
Bronze: Tang Orange Playworld
Ogilvy Action Philippines
Kraft Philippines
Best Use of Art Direction (Any Media)
Gold: Nokia 5210. Dressed for Thrills
141 Singapore
Nokia
Silver: Nokia 7210. Provoking the Senses
141 Singapore
Nokia
Bronze: Nokia 8910. In a Class of its Own
141 Singapore
Nokia
Best Use of Copywriting (Any Media)
Gold: How to Choose Your MP
Tequila Singapore
Virgin Mobile Singapore
Silver: Pepsi Hai Koi Zawaab
Hindustan Thompson Associates India
Pepsi Foods
Bronze: MTV Food for Thought
MTV India
Best Use of Photography (Any Media)
Gold: Nokia 5210. Dressed for Thrills
Silver: Nokia 7210. Provoking the Senses
Bronze: Nokia 8910. In a Class of its Own
Listings give campaign name, agency, and client. Campaigns with no agency listed were handled in-house.
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