1
Grand Prix
The best of the best, a non entered category but all awarded entries will be considered for this top award. Chosen from all the award winning work and announced at the awards
Award
1
Chair Award
Chosen by the chair of the judging panel as their personal favourite and announced at the awards
5
Game-Changing Advertising Technology
Description
Highly Commended
Company
Clear Channel Singapore
Summary
Clear Channel Singapore launches Asia’s market-firsts: near real-time impressions and AI-driven vehicle count feature, propelling the programmatic digital out of home (pDOOH) space forward.
Clear Channel Singapore’s programmatic service, OutSmart Pro, launched in 2020, using quarterly audience data. Today, OutSmart Pro is referencing the past week’s data, making it the closest ever to real-time impressions. This is made possible with LEXI, Clear Channel Singapore’s award-winning audience-understanding video analytics, that is jointly powered by Quividi.
The enhanced audience measurement solution comprises of an Anonymous Video Analytics software that analyses pedestrians and vehicles to calculate impressions and dwell time in real-time, counting exactly how many people have been exposed to advertisements at specific locations, by the days of the week or by the hours of the day.
The two new algorithms offer precise estimates of 95% accuracy, enabling a high-fidelity Impression Multiplier (IM) for programmatic DOOH (pDOOH). What this means for brands is the ability to better predict their audience and offering a much higher precision in targeting.
The near real-time impressions on pDOOH will include a new, and also a first in Asia -AI-driven Vehicle Count that comes with the ability to detect a distance of at least 100m. This feature can identify and differentiate a spectrum of vehicle types including buses, lorry, cars and vans. Brands looking to target motorists now have a sharper way of targeting them beyond just pedestrians but also pedestrians inside vehicles.
Entry image
Entry video
Entry credits
- Michele Low Richards, Senior Manager, Digital Operations, Clear Channel Singapore
- Amanda Woo, Chief Development Officer, Clear Channel Singapore
- Laurent Fabry, Founder, Managing Director, DGCT
- Cheryl Loon, Senior Manager, Marketing, Clear Channel Singapore
- Crystal Huang, Executive, Digital Operations, Clear Channel Singapore
- Simin Koh, Executive, Digital Operations, Clear Channel Singapore
- Olivier Duizabo, President, Quividi
- Dennis Gaumondie, Chief Marketing Officer, Quividi
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Award
Company
Rakuten Advertising
Client
Lowkey Discord
Summary
Lowkey Discord is a community of 2,600 avid gamers and sneakerheads across Australia. Based on a social-audio platform Discord, the group leader uses a bot to find highly sought-after consoles, sneakers and other in-demand items for his loyal community. Each group member pays an annual fee to be part of the community, allowing them to purchase hard-to-find products at retail price from the official retailer’s online store when stock becomes available.
In 2021, Lowkey Discord became a publisher on the Rakuten affiliate network. When a global tech giant approached Rakuten Advertising to help drive sales for its new console through its online store, the team immediately recommended Lowkey Discord. In Australia, gaming consoles are scarce due to logistical challenges, with many ending up on third-party marketplaces for double the retail price. To create a better shopping experience for customers, Rakuten leveraged Lowkey Discord’s technology and simple affiliate links to notify group members when the console is back in stock on the tech giant’s store.
As a result, this partnership drove over AU$1.5M in console sales and 2,000 orders to date. The partnership also created a seamless purchase experience for those looking for the product, bypassing scalpers and third-party marketplaces.
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Entry credits
- Savannah Ross, Manager, Publisher Partnerships, Rakuten Advertising
- Lalisa Fungtammasan, Senior Manager, Marketing, APAC, Rakuten Advertising
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Nomination
Company
Magnite
Summary
Magnite is the world’s largest independent omnichannel SSP providing the complete source of supply across all channels. Since the strategic acquisition of SpotX and SpringServe last year, Magnite continues to be a leader in OTT ad serving technology across APAC, pioneering innovative solutions across its ad tech stack for both media owners and advertisers.
Our technology powers programmatic advertising for APAC’s most prominent publishers and broadcasters, where key wins this year includes a tie up with Jakarta-based MNC Group’s to scale video monetisation for Vision+ and RCTI+ and expanding the CTV business for Samsung TV+ onboarded in India and Australia.
Agencies lean in with Magnite to leverage our expertise, market-leading buy-side tools, and scale their marketplaces. This has culminated in announcements such as GroupM selecting Magnite to power their premium marketplace in the US and Canada.
Magnite also made a bold move to bolster identity and audience data capabilities with the acquisition Carbon and Nth Party at the start of 2022 to advance the digital ecosystem and spearhead the identity path.
Other key innovations included the launch of Live Stream Acceleration to help publishers to monetise live CTV programmatically, developing Deal Discovery, a self-service UI to drive higher buy-side efficiency, leading the open source movement with new prebid integrations and Demand Manager enhancements to drive impactful publisher returns.
The culmination of these achievements is a strong 54% year on year revenue growth across Asia and a solidified position as a powerful, trusted vendor.
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Entry credits
- Juliette Stead, SVP, Head of JAPAC, Magnite
- Gavin Buxton, Managing Director, Asia, Magnite
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Nomination
Company
Veridooh
Summary
Veridooh has solved the unsolvable for OOH with its 100% independent verification solution that lets advertisers track and measure every second of every panel. Launched in 2019, this world-first innovation, powered by our patented SmartCreative technology, has changed the game for OOH. By providing more than 400 bespoke metrics and insights, our clients are able to optimise their media planning and gain greater ROI which increases confidence and helps the OOH sector grow.
We are the preferred verification partner for GroupM, Omnicom Media Group, and IPG Mediabrands and we have 160+ advertisers using us, including Unilever, McDonald’s, Google, and Pepsi. With an average growth rate of 400% YOY, we have begun our global expansion with the aim of providing advertisers with a uniform metric for all OOH formats, including digital, programmatic, and static, all in one platform. We are also building out our suite of products to help solve OOH’s biggest challenges.
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Entry credits
- Mo Moubayed, cofounder, Veridooh
- Jeremy Yang, cofounder, Veridooh
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Highly Commended
Company
CruiSo Digital Solutions
Client
csl.
Summary
Heading into the year of the Metaverse, csl’s 5G was poised to be the building blocks for the next evolution of the Internet. As the pioneering telecom leader in Hong Kong, csl teamed up with next generation boy band, MIRROR, to lead the city to “Experience the World Differently”, creating an immersive MIRROVERSE experience to bring the 5G concept to life.
By integrating our exclusive 5G technology into traditional premiums and merchandising, fans could immerse themselves in a series of ground-breaking augmented experiences. With a special AR-enabled calendar, fans could immerse in MIRROR fandom 365 days through a range of video content updated regularly to create a long lasting engaging experience. MIRROR collectible cards became a breakthrough with 12 AR-enabled MIRROVERSE cards that connected fans with fresh content and keepsakes. By collecting and scanning 3 consecutive AR-enabled cards, individual videos merged to reveal exclusive MIRROR memoirs.
csl launched the market’s first immersive advertising platform, transforming the massive outdoor billboard into the city’s first virtual billboard, extending the AR experience outdoors. Passers-by could turn the static billboard into an interactive video, bringing MIRROR members to life with real-time content. The immersive experience was even extended to csl retail outlets, transformed into mini exhibitions with special AR kiosks enabling MIRROR fans to snap AR selfies alongside their idols.
Through creativity and innovative application of AR technology, csl turned nothing into infinite opportunities – elevating the brand’s success to new heights, marking the first real-life 5G case and opening endless O2O advertising solutions.
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Entry credits
- Bruce Lam, Managing Director, Consumer Mobile, CSL Mobile
- Macy Ng, Vice President, Brand & Communications, CSL Mobile
- Kitty Lee, Assistant Vice President, Brand & Communications, CSL Mobile
- John Kam, Marketing Manager, Brand & Communications, CSL Mobile
- Jasmine Tsang, Managing Partner, CruiSo Digital Solutions
- Zoe Leung, Director, CruiSo Digital Solutions
- Desmond So, Chief Executive Officer, Uth Creative Group
- Kale Ng, Account Director, Uth Creative Group
- Aaron Lau, Founder & CEO, Gusto Collective
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5
Most Effective Use of Data
Description
Nomination
Company
OMD New Zealand
Client
Latitude Financial Services
Summary
After 5 months of being dark, Gem Personal Loans returned to market in late 2020. facing mounting uncertainty in the lending market. Upon our return media efficiencies were incomparable to pre-covid numbers.
For 2021 the business needed certainty in media efficiency, in a time of extreme uncertainty.
We were challenged with getting investment up by achieving pre-covid levels of efficiency. A rather herculean task in the circumstances.
With lockdown’s dropping with a days’ notice, to achieve our goal we would need to be as reactive as possible. We employed a fully data-driven strategy across all aspects of our media plan; from basic customer data look-a-likes to custom multi-API fueled bidding tools, data-driven our decisioning and optimisations. Through iteration in 2021 we delivered media efficiencies better than 2019.
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Entry credits
- Brendan Ginever, Account Manager, OMD New Zealand
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Award
Company
OMD & Equifax
Client
Kiwibank
Summary
From entry to a night club, to an airport upgrade or a decision on a credit card – no one likes to be declined – nor should they be if we know enough in advance.
Kiwibank’s purpose is to make Kiwi better off so we are focussed on improving the accuracy of our marketing to drive good customer outcomes. This purpose at the forefront of our decision-making process combined with regulatory impacts, saw us go beyond traditional targeting techniques to ensure only customers who would be approved for a credit card would start an application and in turn decrease the number of people declined by Kiwibank.
The answer? Employ sophisticated ‘location intelligence’ geospatial analysis techniques for pre-screening, - a New Zealand first. Using a composite score of bureau data including credit scores, defaults, hardship flags, and several other key data attributes to match the credit screening criteria, we identify ‘hot spots’ with the highest density of unqualified customers. This then fed into SA360 to inform bidding strategy, ultimately reducing our decline rate and bettering customer outcome.
The results exceeded expectations achieving a 21% reduction compared to our objective of 10%.
We also saw a 273% increase in our approval rate for new applications coming through Paid Search.
Based on the additional cost to implement the Geo Targeting solution vs. the value of the incremental customers*gained for equivalent ad spend the ROI was 3: 1 (294%).
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Entry credits
- Nick Boulstridge, Head of Performance Marketing, Kiwibank
- Simon Hofmann, GM Brand & Marketing, Kiwibank
- Darron Jermy, Director Digital Performance, Equifax
- Angela Yang, SEM Manager, OMD
- Le Ho, Digital Business Manager, OMD
- Erin McCauley, Account Director, OMD
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Highly Commended
Company
M&C Saatchi Performance
Client
Grab
Summary
As Southeast Asia’s leading superapp, Grab impacts the daily lives of millions of users, yet many were not aware that Grab had one of the largest social footprints of any tech company in the region.
Every year, Grab publishes an annual social impact (ESG) report but very few ordinary people outside of a handful of policy makers read the information dense report, and we needed more of them to read, care and make social impact matter.
We decided to show Grab users the scale of impact each of them had by shifting the “credit” for social impact from Grab the Company to the Grab user Community.
We didn’t just tailor 2021 social impact reports to countries or segments of users. We used each and every users’ unique transaction, ordering and tipping data over the past 12 months to create a unique social impact report.
Quite literally, millions of personal impact reports instead of just one.
Over 42 million uniquely personalised social impact reports were served to the region with 1.4 million completed views of the reports themselves.
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Entry credits
- Annieke Puylaert, Marketing & PR Manager APAC, M&C Saatchi Performance
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Nomination
Company
Media.Monks
Client
Google and McDonald's Hong Kong
Summary
With dining habits changing during the pandemic, quick-service restaurants saw foot traffic drop and online orders spike. While people found it challenging to enjoy their favorite food at their local restaurants they were still looking to recreate those feel-good moments at home. To stand by its values and keep making tasty food easily accessible, McDonald’s wanted to provide its millions of customers in Hong Kong with the convenience of mobile ordering. With this objective in mind, the McDonald’s marketing team decided to uplevel their app user experience and optimize the path to conversion accordingly. They wanted to use turnkey machine learning solutions to quickly gather customer insights and use them in their in-app ad campaigns to drive orders. With the help of Media.Monks and Google Analytics 4, Mcdonald's used predictive metrics to increase conversions by 550% for “likely 7-day purchasers", decrease cost-per-action by 63% for this audience and increase revenue by 560% for the same group.
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Entry credits
- Billy Kwan, Data Lead, Media.Monks
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Highly Commended
Company
Together
Client
AIA New Zealand
Summary
This unique and highly innovative real-time search solution enabled AIA New Zealand to capitalise on its big spending competitors.
The solution uses real-time competitive data and search technology powered by smart analytics, and has driven outstanding results.
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Entry credits
- Kris Hadley, Managing Partner, Together
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7
Most Effective Programmatic Media Partnership
Description
Nomination
Company
Yahoo
Client
DBS, Performics
Summary
DBS’ financial planning tool, DBS Nav Planner, is a gateway for customers who want to connect all their financial data across government and financial institutions in one consolidated view — enabling them to access in-depth financial planning insights and personalised recommendations on products and services that meet their needs.
Singaporeans are careful and discerning when it comes to financial services, often spending time online to research and understand the many options available. DBS wanted to cut through the clutter and emerge top of mind for consumers — existing, new and potential DBS account holders across different life stages — enticing them to consider using the DBA NAV Planner within DBS digibank via internet banking or its award-winning mobile app.
The always-on digital campaign maximised native ads and supercharged its ability to reach audiences through a tactical programmatic strategy that resulted in a 70% higher click-through rate compared to other media channels.
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Entry credits
"[{\"firstName\": \"CBG \", \"lastName\": \"Marketing\", \"jobTitle\": \"Singapore\", \"company\": \"DBS\", \"email\": \"\", \"linkedin\": \"\"}, {\"firstName\": \" Jun Cheong\", \"lastName\": \"Chee\", \"jobTitle\": \"Director\", \"company\": \"Performics\", \"email\": \"\", \"linkedin\": \"\"}, {\"firstName\": \"Amanda \", \"lastName\": \"Wong\", \"jobTitle\": \"Senior Manager\", \"company\": \"Performics\", \"email\": \"\", \"linkedin\": \"\"}, {\"firstName\": \"Gayle\", \"lastName\": \"Lim\", \"jobTitle\": \"Manager\", \"company\": \"Performics\", \"email\": \"\", \"linkedin\": \"\"}, {\"firstName\": \"Paean\", \"lastName\": \"Yeo\", \"jobTitle\": \"Media Executive\", \"company\": \"Performics\", \"email\": \"\", \"linkedin\": \"\"}, {\"firstName\": \"Ace\", \"lastName\": \"Tham\", \"jobTitle\": \"Business Lead\", \"company\": \"Yahoo\", \"email\": \"\", \"linkedin\": \"\"}, {\"firstName\": \"Eve\", \"lastName\": \"Tan\", \"jobTitle\": \"Platform Specialist\", \"company\": \"Yahoo\", \"email\": \"\", \"linkedin\": \"\"}, {\"firstName\": \"Deepti \", \"lastName\": \"Rai\", \"jobTitle\": \"Optimisation Strategist\", \"company\": \"Yahoo\", \"email\": \"\", \"linkedin\": \"\"}, {\"firstName\": \"Sruthi\", \"lastName\": \"Sunil\", \"jobTitle\": \"Campaign Manager\", \"company\": \"Yahoo\", \"email\": \"\", \"linkedin\": \"\"}]"
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Nomination
Company
Hivestack
Client
LIVE BOARD
Summary
Japan is the third largest market in the world in terms of OOH spend. It is the home to some of the world’s largest agencies, such as Dentsu, Hakuhodo and ADK and also the home of internationally revered brands, such as Toyota, Uniqlo, Sony and many more. Japan ad tech ecosystem is dominated by domestic companies and while it is notoriously challenging for global ad tech companies to break into, Hivestack, the world’s leading, independent programmatic digital out of home (DOOH) ad tech company is uniquely positioned in the market, thanks to their exclusive partnership with LIVE BOARD, a joint venture between NTT Docomo, Inc. and Dentsu Inc. LIVE BOARD was the first to launch a full-stack marketplace (“LIVE BOARDMarketplace”), which enabled brands and agencies to activate DOOH media against audiences in motion, trade inventories programmatically and deliver DOOH advertisements on an impression basis.
Hivestack has created a Japanese-tailored version of its entire platform, enabling the LIVE BOARD Marketplace to trade DOOH buyers and sellers programmatically. The partnership also demonstrated the success of consolidating the extremely fragmented publisher side of the Japanese DOOH landscape into a single ad exchange, thus making DOOH easier to buy at scale. Additionally, it has further attracted numerous “outside-in” opportunities for Japanese DOOH, in other words, driving buys from international brands seeking to target out of home audiences in Japan.
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Entry credits
- Ka Lo Man, Senior Marketing Director, North Asia, Hivestack
- Helen Shum, Senior Marketing Manager, JP, Hivestack
- Ichiro Jinnai, President, Hivestack
- Jun Sakurai, CEO, LIVE BOARD
- Naoko Abe, General Manager, Live BOARD
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Award
Company
Vistar Media
Client
HBF Health Insurance Australia
Summary
In the first half of 2022, global media agency UM and AdTech provider Vistar Media designed and executed an OOH/DOOH campaign using direct and programmatic buying for Perth-based HBF Health Insurance Australia. The campaign ran from February to May.
HBF’s primary goal was to launch its brand on the East Coast and increase brand awareness on the West Coast. A secondary goal — on which this award entry focuses — was to evoke a behavioural response from the upper to lower funnel. This was achieved and measured using an ANZ market first approach that anonymously identified individuals exposed to the OOH/DOOH media and found them later visiting the client’s website. To conduct the study, Vistar Media and UM enlisted Lifesight, a customer intelligence platform.
The results confirm the growing notion among brands and media buying agencies that Programmatic DOOH provides enhanced value and results to Direct buying OOH/DOOH campaigns. In other words, the media mix can generate results that are greater than the sum of its parts. This idea had been gathering momentum in the ANZ market, yet it required a collaborative, detailed and specific measurement approach (as well as budget) to ensure that results in the lower funnel were a direct response from upper funnel branding.
By sharing campaign data between parties (client included), Vistar Media and UM were able to compile results that confirmed success. This study may have ramifications with the potential to reshape the thought process behind upper funnel campaigns.
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Entry credits
- Henry Fisher, Director of Client Success, Vistar Media
- Joshua Forsyth, Account Director, Vistar Media
- Gavin Li, Director Business Analytics, Vistar Media
- Michael Mellington, Head of Media Partnerships, Melbourne, UM Worldwide
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Nomination
Company
Yahoo
Client
Standard Chartered Bank, Dentsu
Summary
With the digitalisation wave, eCommerce and “cashless” spending, many consumers in Singapore are turning to digital payment solutions which in turn has contributed to the increased adoption of credit cards. As a result, cashback credit cards in particular, are growing in popularity as more and more Singaporeans realise the instant benefits from every transaction.
Harnessing opportunities, Standard Chartered Bank (SCB), their media agency Dentsu and Yahoo partnered to deliver a long-term cross-channel strategy through Yahoo’s DSP and adtech capabilities, to increase awareness for SCB’s Unlimited Cashback Credit Card and acquire new prospective customers.
Leveraging the power of programmatic, AI and Yahoo’s modelled audiences - Lookalike and Predictive Audience - combined with the power of data-enhanced performance, the always-on campaign efficiently reached relevant audiences and drove conversions at scale for SCB.
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Entry credits
- Calvin Wan, Business Lead, Yahoo
- Primrose Viegas, Campaign Manager, Yahoo
- Felicia Ng, Platform Specialist, Yahoo
- Anup Kassim, Account Strategist, Yahoo
- Rene How, Sales Strategist, Yahoo
- Angel Tragico, Performance Activation Associate Manager, Dentsu
- Jonathan Goh, Performance Activation Executive, Dentsu
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Nomination
Company
The Trade Desk
Client
ViewSonic
Summary
Multinational electronics company ViewSonic wanted to build its brand image and recognition globally while promoting its high-quality computer monitors for gamers. To achieve these goals, the company launched a multinational “United by Play” campaign.
ViewSonic partnered with The Trade Desk to help reach and engage its digital-savvy target audience via connected TV (CTV) and premium over-the-top (OTT) platforms. Our programmatic platform integrates with premium inventory partners, serving as a one-stop shop for global CTV and OTT media buys.
The Trade Desk enabled ViewSonic to identify the best OTT platforms to reach target audiences. We also set up custom deals with content partners to improve inventory availability.
Our platform enabled ViewSonic to easily plan and target specific audiences using high-quality, third-party data, and then measure the campaign’s success. The company also used our AI tool, Koa, to leverage that data to automatically optimize the campaign.
To further enhance audience engagement, ViewSonic drew on our direct integration with partner Wootag. This platform enabled the company to create highly immersive, interactive video ads.
Thanks to these partnerships, ViewSonic achieved its objectives, with the campaign delivering outstanding results and providing:
• cost-efficiency, including an average cost per completed view of $0.02 — 47 percent better than the industry benchmark
• market penetration, reaching 896,000 unique users
• high engagement with the target audience, including an average VCR of 75 percent — 12 percent higher than the industry benchmark – and directing more than 5,000 users to ViewSonic’s website in less than three weeks.
Entry image
Entry video
Entry credits
- Billy Choi, Global Digital Campaign Manager, ViewSonic
- Ling-Hsuan Sung, Account Manager, The Trade Desk
- Daniel Cheng, Sr Trading Specialist, The Trade Desk
- Marcela Lin, Product Marketing Manager, The Trade Desk
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Highly Commended
Company
ViewSonic - GPG Paid Media
Client
ViewSonic Gaming
Summary
Through the process of launching our Elite line of pro-grade gaming monitors in 2019, we discovered that the majority of game-playing individuals did not actually identify themselves as a ‘gamer’, while less than a third even resembled the stereotypical image we associate with gamers in modern media. To address this discrepancy, ViewSonic released the Omni range and married both product lines under the overall umbrella of ‘ViewSonic Gaming’.
Hence ‘United by Play’ was conceived to facilitate this rebrand and drive consideration for ViewSonic Gaming – spearheaded by the slogan: “No matter why you game, we’re all United by Play”, and aimed to reconcile the disconnect between stereotypical ‘gamers’, casual players, and everyone in between.
For the campaign’s programmatic component, ViewSonic Paid Media worked directly with partners at The Trade Desk to formulate optimal digital strategies for achieving, not just raw Reach and Impressions, but also true Engagement and Consideration from the gaming community – all the while heralding the ‘United by Play’ message. The campaign’s ultimate success went on to be immortalised in the form of joint written and video case studies by both teams.
Entry image
UBP Board.pdf
Entry video
Entry credits
- James Chu, CEO, ViewSonic
- Bonny Cheng, COO, ViewSonic
- Oscar Lin, GM, Monitor Business Unit, ViewSonic
- Steven Yu, Global Marketing Director , ViewSonic
- Austin Powers, Global Strategy Director , ViewSonic
- Jim Tien, Global Marketing Project Manager, ViewSonic
- Marcellus Wu, Global Influencer Marketing Manager, ViewSonic
- Tricia Ting, Global Creative Director, ViewSonic
- Blythe Lin, - Global Video Director, ViewSonic
- Jason Chen, Global Art Director, ViewSonic
- Yuni Wu, Global 2D animator, ViewSonic
- Jim Klar, Global Copywriter, ViewSonic
- Demetrius Wren, Director, Two Kids with a Camera
- Huichieh Danielle Yen, Executive Producer , Select Entertainment
- Billy Choi, Global Digital Campaign Manager , ViewSonic GPG Paid Media
- Ana Jonjic, Global Digital Campaign Executive, ViewSonic GPG Paid Media
- Amy Chang, Global Marketing Project Lead , ViewSonic
- Alex Lo, Lead Senior Client Strategy Director, Hong Kong & Taiwan, The Trade Desk
- Hon Lo, Lead Senior Trading Strategy Director, Hong Kong & Taiwan, The Trade Desk
- Dennis Chin, Head of Business Development, The Trade Desk
- Ling-Hsuan Sung, Account Manager, The Trade Desk
- Daniel Cheng, Senior Trading Specialist, The Trade Desk
- Wen-Chieh Chen, Senior Business Development Manager, The Trade Desk
- Nancy Hsu, Global 2D Animator, ViewSonic
- Erique Chong, Global Illustrator, ViewSonic
- Ruyu Tsai, Global UI, ViewSonic
- Sam Perniskie, Global UX, ViewSonic
- Neon Wang, Global Director of Web Development, ViewSonic
- River Chen, Global UX/UI/Interaction, ViewSonic
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Nomination
Company
ADA
Client
UOB
Summary
TMRW by UOB is one of the fintech app that serves dynamic customer behaviors by offering online financial offer from app installation to submit online documents to open a personal saving account, credit card application, or loan seamlessly in one app.
In order to acquire new customers with success beyond app installation, outcomes are measured from saving account app submission while credit card and loan also follow the same journey with online document submission but challenging with log in after identity verification at TMRW offline kiosks and be approved.
As owing Xact data of 45M Mobile IFAs in Thailand, ADA has dived insights from app behaviors and offline locations to better create audience strategy to optimize lower funnel conversions from multi-media channel approach to achieve an acquisition model (UOB to pay per conversion at success metrics or cost per outcome) with media risk borne by ADA.
Overall results during Q2 2022:
• Achieve Week on Week growth of +35% new user acquisitions
• Improve success of Full Funnel conversions from document submission to conversion at a monthly average of +71%
• Derive growth of App Install to Conversions (Install : Low Funnel Final Outcome Event %) increased by +160% comparing (June vs April)
• Effective CPA (cost per acquisition) was -xx% lower than client expectation while the entire campaign was run on the cost-per-acquisition model.
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Entry credits
- Umar Saibukandu, Manager, Growth and Acquisitions Acquisitions, ADA
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4
Best use of Tech in OOH
Description
Nomination
Company
OMD Taiwan
Client
Mercedes- Benz Taiwan
Summary
Mercedes-Benz was determined to promote its new electric sub-brand Mercedes-EQ to both auto enthusiasts and casual drivers, but as a late entrant to the crowded Taiwanese electric vehicle market, it faced significant challenges in differentiating its product and making it stand out from the crowd. We leveraged our core competencies in new media and high-tech video installations to overcome those challenges, creating two autostereoscopic 3D displays and strategically positioning them in trendy, fashionable hotspots frequented by Mercedes-Benz’s target audiences. These autostereoscopic 3D displays, which were the first of their kind in the history of automobile advertising in Taiwan, provided viewers with the opportunity to acquaint themselves with the aesthetics and features of the Mercedes-EQ luxury electric flagship model EQS. Moreover, in addition to using this eye-catching, cutting-edge technology to showcase the EQS, we also created content that presented the EQS driving through local streetscapes and prominent landmarks, situating it in an unmistakably Taiwanese context. Our innovative deployment of this new media technology was a smashing success, as the autostereoscopic 3D displays became popular local gathering spots and drove interest in the EQS. The campaign generated enormous amounts of buzz and media attention, creating excitement and anticipation for the formal launch of the Mercedes-EQ product line in Taiwan. It was our pleasure to help Mercedes-Benz bring the future of electric vehicles to life.
Entry image
Entry video
Entry credits
- Paloma Ho, Marketing and Communications Director, Omnicom media group Taiwan
- Pixie Chung, Senior Marketing and Communications Executive , Omnicom media group Taiwan
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Award
Company
Acquire - Data Driven Advertising
Client
Parex - Multiptaps
Summary
This entry outlines how Acquire worked with two DOOH DSPs, Vistar and Hivestack, to leverage their bespoke targeting and supply exclusivity to reach the right customer, use data to strategically buy media, and run footfall lift studies to prove the effectiveness of the channel.
To help Parex, a leading home and kitchen appliance supplier make the best use of its media spend, Acquire worked with Vistar and their DID (Device ID) passback solution to execute a first-of-its-kind targeting approach. We also used Hivestack’s integration with Lifesight, a location measurement vendor, to measure footfall at Harvey Norman (hardware retailer) stores across the country.
As hardware retailers sell a range of other brands and products, we used Parex’s monthly sales reports to further validate the effectiveness of this channel based on sales lift during the campaign period.
By collecting, analyzing, and enriching mobile device ID data from each exposed screen, we were able to develop a campaign targeting DOOH exposed users across DV360 and Facebook.
This campaign marked the first time in New Zealand that mobile device ID data had been used in this way. It enabled Parex to compete in its category with media budgets that are a fraction of their competitors and has driven immediate measurable sales uplifts for Parex.
There was a 37% lift in store visitation, and a 25% increase in Multitap sales in Harvey Norman stores directly attributed to this activity.
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Entry credits
- Ashwin Sundaram, GM - Data & Performance , Acquire - Data Driven Advertising
- Zane Furtado, GM - Technology & Innovation, Acquire - Data Driven Advertising
- Jack Manning, Account Director, Acquire - Data Driven Advertising
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Nomination
Company
Hivestack
Client
com2uS
Summary
Hivestack, the world’s leading, independent programmatic digital out of home (DOOH) ad tech company ran the first cross-border programmatic DOOH campaign for Com2uS, a global multi-content and gaming platform company in South Korea, leveraging the Hivestack DSP to activate the campaign from South Korea into the USA via Open Exchange.
Using the Hivestack Custom Audience and geotargeting technology, Com2uS advertised their new baseball game “MLB 9 innings 22”, to a custom audience of baseball enthusiasts in the Los Angeles area at specific points of interests (POI), including the Angel Baseball Stadium in Anaheim during the Major League Baseball tournament. Com2uS was successful in connecting and engaging further with its target audience by leveraging trigger targeting capabilities available within the Hivestack DSP, activating the campaign every 3 hours before the game was set to begin using a proximity geofence of a 10km radius of the stadium.
Furthermore, Hivestack was able to adjust campaign parameters in real-time and selected the most suitable DOOH locations to target the right audience in the right place at the right time throughout the campaign. This successful campaign is a shining example of programmatic DOOH’s ability to light up new markets and bring to a global audience. This campaign gave Com2uS a unique opportunity to activate cross-border campaigns using the Hivestack platform to target audiences at scale.
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Entry credits
- Ka Lo Man, Senior Marketing Director, North Asia, Hivestack
- Jenny Lee, Marketing Manager, Korea, Hivestack
- Hoon Lee, VP, Demand & Supply, Korea, Hivestack
- Yoonseung Jekal, Director of Publisher Solutions, Korea, Hivestack
- Troy Yang, Managing Director, North Asia, Hivestack
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Nomination
Company
Vistar Media
Client
HBF Health Insurance Australia
Summary
In the first half of 2022, global media agency UM and AdTech provider Vistar Media designed and executed an OOH/DOOH campaign using direct and programmatic buying for Perth-based HBF Health Insurance Australia. The campaign ran from February to May.
HBF’s primary goal was to launch its brand on the East Coast and increase brand awareness on the West Coast. A secondary goal — on which this award entry focuses — was to evoke a behavioural response from the upper to lower funnel. This was achieved and measured using an ANZ market first approach that anonymously identified individuals exposed to the OOH/DOOH media and found them later visiting the client’s website. To conduct the study, Vistar Media and UM enlisted Lifesight, a customer intelligence platform.
The results confirm the growing notion among brands and media buying agencies that Programmatic DOOH provides enhanced value and results to Direct buying OOH/DOOH campaigns. In other words, the media mix can generate results that are greater than the sum of its parts. This idea had been gathering momentum in the ANZ market, yet it required a collaborative, detailed and specific measurement approach (as well as budget) to ensure that results in the lower funnel were a direct response from upper funnel branding.
By sharing campaign data between parties (client included), Vistar Media and UM were able to compile results that confirmed success. This study may have ramifications with the potential to reshape the thought process behind upper funnel campaigns.
Entry image
Entry credits
- Henry Fisher, Director of Client Success, Vistar Media
- Joshua Forsyth, Account Director, Vistar Media
- Gavin Li, Business Director, Vistar Media
- Michael Mellington, Head of Media Partnerships, Melbourne, UM Worldwide
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0
Best Audience Measurement Platform
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please let us know.
9
Retail, Ecommerce and Consumer Products / Service
Description
Nomination
Company
ADA
Client
Amorepacific Group
Summary
The year was 2021; in the thick of an ongoing pandemic, cosmetic sales worldwide took a nosedive. The Amorepacific (AP) Group, home to some of Korea’s most popular cosmetic brands like Sulwhasoo, Etude, and Innisfree was not spared. With plunging sales in China, one of AP’s biggest market worldwide, the mandate was to find a new growth strategy for one of its anchor brands, Laneige in Southeast Asia (SEA).
The ADA team went straight to work, starting with a thorough audit of Laneige’s eCommerce customer journey, leaning onto our data expertise and optimisation excellence. Painstakingly mapping hundreds of remarketing audience segments, we also helped to revisit Laneige’s regional brand identity to ensure a clear and concise differentiation that will stand out when we optimise its digital storefronts on Lazada, Shopee, and Shopify.
ADA and Laneige’s digitally-augmented team and data-driven approach garnered remarkable success in the eight-months period that followed. Over 300+ creatives were delivered monthly and ROAS rose from 95% in March to 635% in November. In the same period, GMV increased by up to 2.3x, with campaign engagement increased by 4x.
Armed with the winning strategies and data consolidation developed during the Laneige campaign, the Amorepacific luxury brand Sulwhasoo launched its own digital campaigns with ADA in September 2021 for SEA region. This resulted in an astonishing 1078% ROAS only three months later, achieved during Sulwhasoo’s 12.12 campaign.
And just like the popular saying, the devil’s in the details.
Entry image
Entry credits
- Ted Kim, Country Director, ADA
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Nomination
Company
CNNIC Create
Client
Samsung
Summary
Samsung wanted to work with a single partner to deliver global reach and high engagement for their message of better tech for all. They partnered with CNN International Commercial and our global brand studio, Create to showcase themselves as putting corporate social responsibility as a priority, with a softer, human centric approach to storytelling.
Samsung are one of the major players in global technology, producing a range of products from home appliances to mobile phones. Samsung believe technology should be accessible for all and so create assistive products including the QLED and Neo QLED television range. One of the key objectives for the QLED television ranges is breaking down barriers for audiences with sense-oriented disabilities. Acknowledging that basic television features can prove challenging for the hard of hearing, the deaf, people with low vision, and the blind, they ensure their best-in-class TVs are accessible for all.
We wanted to provide insight through real-life examples of how hard-of-hearing people can watch TV through innovative technology produced by Samsung. We produced content that reveals the technology developed by Samsung, and how it works in creating new experiences for audiences with diverse abilities. Samsung wanted the content to capture the audience’s attention, which could be measured by the website’s dwell time on their marketing communications.
Samsung were so happy with the campaign results that they continue to partner with CNNIC and Create.
Entry image
Entry credits
- Lena Lewis , Senior Digital Content Producer , CNNIC Create
- Alexandre Pave-martinot, Senior Integrated Designer, CNNIC Create
- Karly AuYeung, Senior Digital Designer, CNNIC Create
- Raine Chai, Digital Production Lead, CNNIC Create
- Shook Mei Sam, Senior Project Manager, CNNIC Create
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Nomination
Company
OMD New Zealand
Client
The Warehouse (New Zealand)
Summary
You’re the biggest retailer in NZ, with a long legacy of providing everyone with a bargain.
But it’s 2022, everyone is hunting for more value, and there are many more options for us Kiwi’s to get our hands on that elusive bargain.
After decades of being the home of a bargain, all of a sudden, you’re not.
‘Red’ alert.
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Entry credits
- Jonathan Waecker, Chief Customer & Sales Officer, Chief Marketing Officer, The Warehouse
- Will Harvey, Senior Marketing Manager, The Warehouse
- David McCallen , Chief Strategy Officer, OMG
- Keri Thomas , Business Director, OMG
- Shane Bradnick , Chief Creative Officer, TBWA NZ
- Catherine Harris, CEO, TBWA NZ
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Nomination
Company
OMD New Zealand
Client
2degrees
Summary
In 2009 a feisty challenger, 2degrees launched and broke up a duopoly with success. Over time it became harder to differentiate on product and price and 2degrees found themselves knocked off their perch, losing their competitive edge.
The launch of their Fighting for Fair brand platform in 2019, reawakened this challenger spirit and provided confidence in what they were here to do for New Zealanders.
Fast forward to 2022 and the challenge became how to use Fighting for Fair to drive consideration and protect future demand. They needed to stand apart with a new fight that would resolve a category tension and had significant cultural power.
Our cause worth championing, was one at the heart of the Covid-19 pandemic. It’s seismic and disruptive force reshaped the way Kiwis communicated with each other. There was a clear social enemy in the overreliance on our devices, with digital connectivity replacing human connectivity.
This gave 2degrees a clear fight to help make things right. Be a champion of the people and take a stand not just against the category, but also fighting for Kiwi’s digital well-being.
So, we launched Real mode - A way to pause your digital life and press play on real world connections.
Real Mode proved the impact a cause led idea can have at both a cultural and commercial level; Spiking consideration to the highest level in 12 months, smashing brand and business metrics, and in three months getting Kiwis to spend a whopping 23.3 years in Real Mode.
Entry image
Real Mode - entry image.pdf
Entry credits
- Hayley Featonby, Brand Manager, 2degrees
- Charlotte Parker, Account Director, OMD
- Rachel Stewart, Head of Client Service, OMD
- Sam Burns, Digital Director, OMD
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Highly Commended
Company
Twitch
Client
McDonald's Singapore
Summary
Since its launch in July 2021, there has been high awareness of McDonald’s Chicken McCrispy. But an online debate was impacting likability amongst Singaporeans - just how spicy is it? To keep this online conversation going and drive positive sentiment,
McDonald’s Singapore teamed up with Twitch to create an influencer broadcast promoting #TheSpicyDebate, a nation- wide vote for the next spicy tag for Chicken McCrispy. Ultimately, this campaign became the #1 most viewed Twitch stream in Singapore with 3x increase in sales compared to previous quarter, +13% product likeability and +17% repurchase intent.
Entry image
Entry video
Entry credits
- Eileen Ang, Senior Marketing Manager, Hanbaobao Pte Ltd
- Nicole Low, Marketing Manager, Hanbaobao Pte Ltd
- Daisy Huang, Strategy Director, OMD
- Melissa Huang, Account Director, OMD
- Steve Ford, VP of Sales, APAC, Twitch
- Tara Crosby, Head of Sales, SEA, Twitch
- Jamie Ng, Senior Creative Strategist, Twitch
- Kimberly Loo, Program Activation Manager, Twitch
- Toby Davies, Creative Producer, Twitch
- Lishwen Ng, Senior Client Success Manager, Twitch
- Heidi Monro, Account Director, Twitch
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Nomination
Company
ADA
Client
Wyeth
Summary
A shrinking market and retail ecosystem in flux
Wyeth Group was experiencing seismic shifts in the Philippines.
Traditionally a market with high childbirth rates but now seeing birth rates to dropping by as much as 8.7%. For a brand whose core SKU is child nutrition, this meant a smaller market.
The retail landscape was also impacted. Child nutrition category is one where convenience and physical availability has a high impact on market share. With Filipinos losing and gaining back access to physical retail, physical availability was in flux and thus market share at risk to change.
Defending Wyeth’s market leading position through eCommerce
At the height of the pandemic, an extra 12M Filipinos entered the online market. But once the physical retail opened up again, online marketplace volumes decreased.
The objective became clear: Continue to grow the brands GMV through marketplaces.
Keeping the momentum
Our scope to continue the marketplace growth as an end-to-end commerce service provider: ecommerce strategy, store management, marketplace optimization, campaign management and fulfilment. We set off to
-Maintain our existing success by leveraging on previous years’ learnings and focusing on improving the brilliant basics in place.
-Deliver data driven growth strategies to get new audiences to the stores and increase our overall basket size.
Doubling our Gross Merchandise Value
The results from the implementation of these strategies were phenomenal. The Wyeth e-stores achieved a 110% GMV growth across the 2 stores, which was 2X the growth during the same period last year.
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Entry credits
- Mayi Baviera, Country Director, ADA
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Nomination
Company
OMD New Zealand
Client
Sky Network Television New Zealand
Summary
How do you get a country of 5 million people excited about a sporting event that only happens once every four years? How do you acquire younger audiences while holding on to your current ones? And most importantly, how do you get them to pay-to-view when the national broadcaster is offering a significant amount for coverage free?
Sky challenged us to get fists pumping for the 2020 Tokyo Olympics especially amongst younger New Zealanders. Using key insights, we focused on sports that resonated with youth and turned them into fans of the new generation of kiwi sports heroes.
As result we nailed every business objective, some by quadruple digits. No silvers or bronzes here.
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Entry video
Entry credits
- Toni Steiner, Account Director, OMD
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Nomination
Company
ADA
Client
Robinson Department Store
Summary
Challenging times for retail
One of the major challenges for any major retail brand is to drive people back to stores with a hunger for sales. Robinson Department Store (RBS) with 48 locations in Thailand also faced this challenge to get people back physically.
In order to gain back the share of sales and to attract customers to back store, “Salesation” campaign was created to drive sales promotions, as we decided to run that on the top 10 stores.
To gain a 360-degree understanding of our customer, we combined data signals from RBS The 1 loyalty together with ADA’s XACT DMP audience data with 45M IFA’s in Thailand.
After analyses we found 4 key shopper segments to drive Salesation campaign.
1.Active customers: People who shopped at RBS physical retail in past 1 year.
2.In-Active customers: People who shopped at RBS physical retail in past 2-3 years.
3.Online customers: People who shopped via RBS online.
4.Lookalike 1 and 2 and Xact data on retail footfall to competitors/super hyper stores seek for new potential audiences.
The four audience segments were activated on Media with customized creatives.
The results were impressive. RBS exceeded our footfall to stores and sales targets. We were also able to acquire new shoppers from the competitive set to our stores.
1.Total ticket increases 64% compared to previous campaign. (offline conversion tickets)
2.Drive 33% growth in revenue from upcountry stores.
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Entry credits
- Suppakit Limboonsong, Country Director, ADA
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Award
Company
Together
Client
Wendy's New Zealand
Summary
This entry outlines how smart data combined with custom-built technology enabled Wendy's to find unique thirst contexts and a unique source of sales growth.
We took weather-triggered advertising to the next level through deep data analytics and custom technology that enabled us to find an untapped audience on TikTok for Wendy’s.
Over 10million data points were analysed to build super-custom weather triggers. We then created a custom-built API solution to integrate with social platforms including TikTok, allowing Wendy’s Summer Sparklers to be served at the most valuable moment by store region. It was the first time in Asia-Pacific that an agency had used a custom API solution in this way.
It drove an immediate sales uplift across not only the Sparklers range but the entire Wendy’s menu.
Entry image
Entry credits
- Suraj Barnawal, GM Data, Technology & Programmable , Together
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8
Finance and Professional Services
Description
Nomination
Company
Yahoo
Client
DBS, Performics
Summary
Digitally savvy consumers by nature, Singaporeans are careful and discerning in choosing financial services, especially as they face several choices at their fingertips. They spend time online researching and understanding the available options before making their choice. With several banks offering various financial solutions, a brand will need to stand out to capture consumers’ attention in this highly competitive landscape.
DBS wanted to increase awareness of their financial planning tool, DBS NAV Planner, and become the financial planning tool of choice. DBS Nav Planner helps customers with in-depth financial planning insights and personalised recommendations on the products and solutions they can choose to meet their needs, address their gaps and anticipate steps to protect and grow their wealth.
DBS wanted to cut through the clutter and emerge top of mind for consumers — existing, new and potential DBS account holders across different life stages — enticing them to consider using the DBS NAV Planner within DBS digibank via internet banking or its award-winning mobile app.
The always-on campaign drove effective, cost-efficient results at scale, surpassing its primary and secondary KPIs compared to other utilised media channels. This digital campaign by Yahoo and Performics largely contributed to the overall success across all channels for DBS.
Entry image
Entry credits
- CBG Marketing, Singapore, DBS
- Jun Cheong Chee, Director, Performics
- Amanda Wong, Senior Manager, Performics
- Gayle Lim, Manager, Performics
- Paean Yeo, Media Executive, Performics
- Ace Tham, Business Lead, Yahoo
- Eve Tan, Platform Specialist, Yahoo
- Deepti Rai, Optimisation Strategist, Yahoo
- Sruthi Sunil, Campaign Manager, Yahoo
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Nomination
Company
BBC StoryWorks
Client
Accenture India
Summary
The objective was to position Accenture beyond the enterprise marketing plan to deepen conversations and engagement across audiences in India, with their brand communication of ‘New Applied Now.’ The campaign needed to communicate how the brand improves the way the world works and lives by positioning Accenture as an Innovation Partner, an Employer of Choice, and as a Responsible Corporate Citizen. BBC StoryWorks developed a branded content campaign titled “The New Normal”, which included two static infographics, three dynamic articles and one animated infographic. The aim was to showcase how the brand ranges through multiple facets and is constantly growing, changing its shape, and innovating for the world. To inform our content strategy, we referred to industry trends, audience insights and Accenture’s brand positioning. Given the campaign was produced during the pandemic, adopting a wholistic approach to technology was an important key topic for businesses. The content spoke about the cycle of innovation in a company being far more widespread, impacting more than just their product. How a linear approach to technology was a thing of the past, and its time to embrace the new normal where companies while helping their clients are also creating a conducive work environment for their employees as well as helping the society grow alongside them. We ran BBC’s ad effectiveness study, Ad Score that highlighted 21% uplift in brand positivity and 28% increase in consideration towards Accenture. Both the client and agency were very pleased with the content and outcomes of the campaign.
Entry image
Entry credits
- Ankita Bakshi, Creative Solutions Manager, BBC StoryWorks
- Uday Karan Varma, National Sales Manager - South Asia, BBC Global News
- Nicola Eliot, VP StoryWorks APAC, BBC StoryWorks
- Russ Martin, Snr Designer, BBC StoryWorks
- Kelly Evans, Product Manager, BBC StoryWorks
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Nomination
How ADA Drove Tokocrypto to become the Largest Crypto Exchange in Indonesia with Predictive Analysis
Company
ADA
Client
Tokocrypto
Summary
While the crypto industry boomed globally late 2021, consumers got the understanding and meaning of volatility at the beginning of 2022. For Tokocrypto, an Indonesia based crypto trading app, this meant the pressure was on to meet their growth targets. ADA was engaged to help navigate the volatility, with data driven consumer acquisition strategies and predictive analysis. Throughout the campaigns ADA was able to keep new user onboarding stable while reducing the cost per acquisition by 200% and paving the way for Tokocrypto to become the number 1 crypto trading platform in Indonesia.
Entry image
Entry video
Entry credits
- Nanda Ivens, Chief Markteing officer, Tokocrypto
- Gede Robin Muliyadi, Head of Performance & Data, Tokocrypto
- Cenmidtal Cuaca Mulyanto, VP Growth Marketing, Tokocrypto
- Faradi Bachri, Country Director, ADA
- Umar Saibukandu, Director Growth & Acquisition, ADA
- Azzalia Putri, Executive, Growth & Acquisition, ADA
- Iddha Wandha Anggraini, Sales MC Group Senior Manager, ADA
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Award
Company
Grow Agency
Client
Rabbit Care
Summary
With an increasingly competitive Financial Services marketing landscape, Rabbit Care embarked on innovations to differentiate our marketplace by developing CareOS, an in-house state-of-the-art tech platform that analyzes customers' needs and status, matching them with products from over 70 leading partners and creating a seamless deals comparison experience. To build awareness along with maximizing new customer acquisitions for us and our long time partner, Citibank, N.A. Bangkok Branch (“Citi”), we introduced a new co-campaign leveraging our new platform with an exciting mechanic.
By leveraging Rabbit Care’s in-house state-of-the-art tech platform CareOS, our experience in utilizing customer data and various media channels, and the newly introduced incentive scheme “Flash Sales,” we were able to serve the unmet demands of the credit card market while providing high-profile customers to our banking partner Citi.
As a result, we provided Citi the highest ever wallet share given our marketing budget. As for the impact on Rabbit Care’s side, we were able to achieve 5 times page traffic increase, 3 times the number of leads, 6 times booking rate, 400% month-on-month revenue growth, and 3700% month-on-month profits growth from the 2-weeks promotional campaign alone, an all-time-high breakthrough in all angles.
Entry image
Entry credits
- Suppapat Jiasakul, Digital Marketing, Rabbitcare
- pongsatorn Meprasertsakul, Digital Marketing, Rabbit Care
- Sirapant Tasanasuwan, Digital Marketing, Rabbit Care
- Thomas Maier, CMO, Rabbit Care
- Chayapat Sakulrompochai, CCO, Rabbit Care
- Kantachart Techachiratthakan, Digital Marketing, Rabbit Care
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Nomination
Company
ADA
Client
NDB Bank
Summary
Inarguably, the future of banking is ‘digital’. While globally, the shift from conventional banking to online banking commenced around two decades back, in developing countries such as Sri Lanka, it has been fairly recent.
However, the pandemic has served to further accelerate this transition. And Sri Lanka is witnessing a shift in in consumer behaviour where customers value the easy access to banking products, services, and information offered by digital banking platforms and channels.
The foreign banks in Sri Lanka have leveraged on their international presence and reputation to be seen as the forefront in digital banking, while local banks struggle to keep up to this reputation of being innovative / inventive in the digital space.
The competition in the space of digital banking is quite fierce, with multiple banks offering Digital Youth Accounts, NDB, not only had to differentiate their product offering but also stand out in the way in which they attracted new customers.
Hence, the challenge was to,
1. Create a solution which would immediately attract and encourage the youth to sign up for the digital product NDB Zee.
2. Build the brand image of NDB Bank to be seen as innovative as a foreign bank.
3. Help NDB ZEE fast track their claim to becoming Sri Lanka’s best Digital Banking provider for the country’s youth.
Entry image
Entry video
Entry credits
- Shehara Hewage, Director - New Business Development & Client Leadership, ADA
- Tharique Shiffar, Associate Director, Sales - Marketing Services, ADA
- Ruzni Izath, Director, Emerging Market Product, Customer Engagement Solutions, ADA
- Sydney Downal, Assistant Vice President, National Development Bank PLC
- Thimesha Hewavidana, Product Manager, National Development Bank PLC
- Pathmapriyan Suthanthiraraj, Senior Manager - Digital Marketing, National Development Bank PLC
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Nomination
Company
Yahoo
Client
Standard Chartered Bank, Dentsu
Summary
Amidst the digitalisation wave, eCommerce and “cashless” spending, many consumers in Singapore are turning to digital payment solutions which in turn has contributed to the increased adoption of credit cards.
Cashback credit cards, in particular, are growing in popularity as more and more Singaporeans realise the instant benefits from every transaction.
Harnessing opportunities with these developments, Standard Chartered Bank (SCB) and their media agency Dentsu partnered with Yahoo to deliver a long-term cross-channel strategy through Yahoo’s DSP and adtech capabilities, to increase awareness for SCB’s Unlimited Cashback Credit Card and acquire new prospective customers.
Leveraging the power of programmatic, AI and Yahoo’s modelled audiences - Lookalike and Predictive Audience - combined with the power of data-enhanced performance, the always-on campaign efficiently reached relevant audiences and drove conversions at scale for SCB.
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Entry credits
- Calvin Wan, Business Lead, Yahoo
- Primrose Viegas, Campaign Manager, Yahoo
- Felicia Ng, Platform Specialist, Yahoo
- Anup Kassim, Account Strategist, Yahoo
- Rene How, Sales Strategist, Yahoo
- Angel Tragico, Performance Activation Associate Manager, Dentsu
- Jonathan Goh, Performance Activation Executive, Dentsu
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Nomination
Company
BBC StoryWorks
Client
Standard Chartered Bank
Summary
As the effects of climate change become ever more apparent, major companies worldwide are facing intense, yet justifiable, criticism over their association with carbon-intensive industries. Of these companies, Standard Chartered was not alone, facing its own fair share of criticism.
Rather than go on the defensive, or avoid the subject entirely, Standard Chartered boldly committed to a branded content advertising campaign with BBC StoryWorks to acknowledge the challenges in getting the global economy to transition to carbon net zero – an urgent change that Standard Chartered is committed to supporting.
Between June to September 2021, Standard Chartered with BBC StoryWorks promoted a two-part podcast series, with accompanying audiograms and articles, via the BBC.com website, featuring insights from bank CEO Bill Winters and global head of sustainable finance, Daniel Hanna.
As a result, the campaign reached approximately 1,536,714 online users, effectively conveying Standard Chartered’s position on this very important topic, via the BBC, the world’s most trusted news brand.
Entry image
Entry credits
- Richard Pain, Content Strategist, BBC StoryWorks
- Kome Tamilchelvam, Senior Project Manager, BBC StoryWorks
- Shweta Jain, Senior Account Manager, BBC Global News
- Russ Martin, Snr Designer, BBC StoryWorks
- Kelly Evans, Product Manager, BBC StoryWorks
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Nomination
Company
ADA
Client
UOB
Summary
TMRW by UOB is one of the fintech app that serves dynamic customer behaviors by offering online financial offer from app installation to submit online documents to open a personal saving account, credit card application, or loan seamlessly in one app.
In order to acquire new customers with success beyond app installation, outcomes are measured from saving account app submission while credit card and loan also follow the same journey with online document submission but challenging with log in after identity verification at TMRW offline kiosks and be approved.
As owing Xact data of 45M Mobile IFAs in Thailand, ADA has dived insights from app behaviors and offline locations to better create audience strategy to optimize lower funnel conversions from multi-media channel approach to achieve an acquisition model (UOB to pay per conversion at success metrics or cost per outcome) with media risk borne by ADA.
Overall results during Q2 2022:
• Achieve Week on Week growth of +35% new user acquisitions
• Improve success of Full Funnel conversions from document submission to conversion at a monthly average of +71%
• Derive growth of App Install to Conversions (Install : Low Funnel Final Outcome Event %) increased by +160% comparing (June vs April)
• Effective CPA (cost per acquisition) was -xx% lower than client expectation while the entire campaign was run on the cost-per-acquisition model.
Entry image
Entry credits
- Umar Saibukandu, Manager, Growth and Acquisitions Acquisitions, ADA
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3
Not-for-Profit/Charity
Description
Nomination
Company
ADA
Client
UNHCR
Summary
While 6.8 million people were getting displaced from their homes and livelihoods in Ukraine because of the Russian invasion and needed immediate help, the top donating countries, like Hong Kong were facing their own challenges because of prolonged COVID-19 safety measures and restricted travel due to resurgence of COVID-19.
Faced with a stressed economy, uncertain politics, and a never-ending threat of a disease, how do you make Hong Kongers think of a crisis happening thousands of kilometers away and not only continue to donate but make more donations than before. This was the challenge which was given to ADA to solve.
UNHCR sub-office Hong Kong identified key strategic initiatives with achievable short-term objectives and scalable long-term goals:
Short-term objective: To drive awareness of Ukraine emergency at scale and gather as many single/regular donations with high average basket size as possible.
Long-term objective: Transform database into actionable marketing audiences to convert single donors into regular donors. Moreover, to cultivate high-value regular donors by providing personalised journeys across multiple digital touchpoints using data and analytics.
Leveraging our capabilities of data and performance we put together and executed a media campaign which ended up achieving 141% number of target donations and the clients now have actionable database of donors who can be converted to regular donors in the future.
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Entry credits
- Carson Luk, Digital & Communications, UNHCR sub-office HK
- Jessica Chan, Digital Fundraising Executive, ADA
- Jessica Ong, Senior Digital Planning Manager, ADA
- Apeksha Jain, Regional Account Director, ADA
- Jessica Chan, Digital Fundraising Executive, UNHCR sub-office HK
- Nikhil Mittal, Senior Strategy and Performance Executive, ADA
- Farhan Ahmad, Senior Strategy and Performance Executive, ADA
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Nomination
Company
M&C Saatchi Performance
Client
Grab
Summary
In July 2021, 4 weeks before Indonesian National Day, Indonesia became Covid's global epicentre. As a tech company with a broad online to offline reach, Grab had a clear moral duty to use their platform as a force for good across Indonesia.
Grab wanted to collect covid frontline donations at scale and to gain brand love, admiration and trust above its well-loved local competitor.
We decided to turn the humble promo-code into the country’s biggest crowdfunding tool. For one month, any user of any of Grab’s services had the option of typing in a special promo-code “BERSATU” which would allow them to sacrifice a discount for themselves and turn that discount into a donation to help hospitals and frontline workers in need.
BERSATU UNTUK INDONESIA = UNITE FOR INDONESIA
We designed the campaign as “solidarity marketing” that dozens of other Indonesian iconic brands and individuals were proud to join.
By the end of August 2021, combined with the efforts of our 23 BERSATU brand partners, a total of IDR 21 billion (USD1.5million) in Covid donations was collected. his funded urgently needed oxygen and health supplies at many hospitals that had already run out.
Entry image
Entry credits
- Annieke Puylaert, Marketing & PR Manager APAC, M&C Saatchi Performance
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Award
Company
OMD New Zealand
Client
KidsCan
Summary
It’s winter, it’s cold, wet and believe it or not NZ is a country in poverty, especially child poverty… unbelievable isn’t it! KidsCan’s whole purpose is to help children in need and 2022 is no different, but there actually is a difference. There is an unprecedented amount of charities seeking support for differing reasons, but all impacted by one common denominator, a need to help people or animals who are in desperation because of abuse, mental health issues, illness, or lack of funds to buy basic needs, and then there’s the Ukraine War that gets a strong share of voice through daily news updates. If that isn’t enough, inflation is at an all-time high meaning there is less in everyone’s purse strings to go around, let alone help others.
KidsCan had a goal to make that difference by fundraising $500,000 – which is the equivalent of a month of breakfasts and morning teas for more than 8,300 kids. Our challenge was to make KidsCan money work hard and deliver to their goal, standing out from the financial and charity messages – tough but not unsurmountable. By week one we had achieved 66% of our target and by the end of our campaign we had exceeded our targets! KidsCan can make a difference.
Entry image
Entry video
Entry credits
- Chrissy Payne, Planning Director, OMD
- Bede Fahey, Digital Director, OMD
- Laufili Lavulo, Performance Director, OMD
- Phoebe Holmes, Account Manager, OMD
- Eduardo Quintana, SEM Manager, OMD
- Rhys Denby, SEM Assistant, OMD
- Julie Chapman, CEO, Kidscan
- Michael Healy, Chief Marketing Officer, Meridian
- Tom Heaton, Account Manager, The Trade Desk
- Rhys Musson, Marketing Lead, Meridian
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3
Public Sector or Government
Description
For any public sector organization, service, government body, or individual project.
Award
Company
Carousell Media Group
Client
Ministry of Sustainability and the Environment
Summary
The Ministry of Sustainability and the Environment was looking to amplify the Singapore Green Plan, and this initiative coincides with Carousell’s mission to play a part in the circular economy and redefine commerce, where second-hand is the first choice for consumers.
The 3Rs — Reduce, Reuse, and Recycle — should be familiar mantras by now. On top of that, there’s also the 4th R — Repair — so instead of throwing old and spoilt things away, we can give it a new lease of life, so it continues to serve a purpose. Carousell’s idea behind the #TrashToTreasure campaign was to highlight this 4th R and demonstrate how turning trash to treasure can reduce waste.
With the primary objective of campaign reach and brand awareness, #TrashToTreasure is a five-part video series that aims to educate and inspire fellow Singaporeans to take steps towards practicing sustainability in their everyday lives.
Carousell expanded on the theme of sustainability and the different angles were explored for each video: Upcycled musical instruments, electronic waste recycling, organic farming, furniture restoration and vintage home buys.
The campaign’s video assets resonated with the public, and was able to reach close to 5 million users. Over the course of the campaign, we served more than 19M impressions and drove approximately 290K video views.
Overall, the videos also got 70K+ engagements (likes, comments, shares & clicks) with encouraging comments showcasing the interest from the viewers.
Entry image
Entry video
Entry credits
- Jolyn Ang, Strategy Manager, Carousell Media Group
- Lisa Tan, Head of Sales, Carousell Media Group
- Agnes Natalie, Designer, Carousell Media Group
- Vikranth Varanasi, Ad Ops, Carousell Media Group
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Highly Commended
Company
Together
Client
Te Ara Ahunga Ora Retirement Commission
Summary
This campaign outlines how insight-driven innovative media thinking helped people feel less stupid about money and drove record site engagement for Sorted.org.nz across 2021 Money Week.
The approach centred on an ambitious and world-first partnership with UK TV quiz The Chase that blurred the lines between show and advertising. This was supported by innovative data-driven Digital Outdoor and engaging digital that normalised having questions about money and made it as easy as possible for people to get answers.
Over a one-week period, this world-first media approach drove record visitation and engagement with Sorted.org.nz.
Entry image
Entry credits
- Rufus Chuter, Managing Partner, Together
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Nomination
Company
Seymourpowell
Client
Historic Environment Scotland
Summary
St Andrews Castle is one of the key properties in Historic Environment Scotland’s portfolio of heritage sites, welcoming almost 90,000 visitors in 2019. The castle is a historic ruin and due to concerns around high level masonry, public admission restrictions were put in place in November last year. As part of HES’s ongoing digital transformation programme, the team at Seymourpowell created a virtual reality experience, which combines alternative access with immersive storytelling. This project is designed to lift the lid on the site through a VR experience, providing a way to explore areas that visitors cannot currently reach and to parts (such as the siege mine) that are difficult to physically access. The VR experience has been set up in the grounds of St Andrews Castle and is being promoted to visitors upon their arrival.
This truly immersive experience champions the use of VR to educate and broaden horizons, and the iterative nature of the project proves a hugely exciting opportunity for the future of the visitor experience at HES sites.
Entry image
Entry video
Entry credits
- Jack Gullen, Creative Technologist, Seymourpowell
- Craig Bunyan, Associate Director, Seymourpowell
- Conor Phillips , Junior 3D Artist, Seymourpowell
- Eunbin Kim, Junior 3D Artist, Seymourpowell
- Sam Grant, Junior Creative Technologist, Seymourpowell
- Al Rawlinson , Head of Digital Innovation and Learning, Historic Environment Scotland
- Kit Reid, Head of Experience, Historic Environment Scotland
- Sophia Mirashrafi , Senior Digital Innovation Officer, Historic Environment Scotland
- Rose Henderson, Digital Officer, Historic Environment Scotland
- John Campbell , Digital Transformation Manager, Historic Environment Scotland
- Gavin Glencorse, Interpretation Manager, Historic Environment Scotland
- Chris Doughty , Head of Immersive Experiences, Seymourpowell
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0
Healthcare and Pharma
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please let us know.
0
B2B
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please let us know.
0
Music, Entertainment, Gaming and E-Sports
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please let us know.
4
Travel/Leisure/Tourism/Sports
Description
Nomination
Company
BBC StoryWorks
Client
VisitBritain
Summary
Ahead of the Birmingham 2022 Commonwealth Games, VisitBritain aimed to raise awareness for Birmingham and the West Midlands region amongst an Australian, sports enthusiast and culturally curious audience with existing connections to the UK. The key objective was to change perceptions of the region as being a stopover, to a vibrant travel destination in its own right. The challenge was that most Australians have relatively low awareness of the West Midlands. Drawing on BBC Travel editorial insights, we proposed a multimedia campaign that spoke to the region’s key experiences and attractions; sports, food, culture, its landscapes and rich history. We brought this to life across a series of written articles and videos that combined animation with static images and video footage. Our campaign sought to highlight the “hidden gems” and undiscovered aspects of the region by profiling local personalities and unique attractions to bring the perspective only a local is able to offer. The campaign not only achieved all key targets set, but exceeded them, over-delivering on page views by 11% and social video views by 28%. To prove the effectiveness of the content in changing perceptions of the region, we ran our award-winning study, the Science of Engagement. Results indicated that the content prompted a 30% increase in intention to visit, with significant uplifts in agreement that the West Midlands is an inspiring and welcoming destination. VisitBritain was so pleased with the final videos that they were selected to be showcased at UK House during the Commonwealth Games.
Entry image
Entry credits
- Elise Matheson, Content Manager, BBC StoryWorks
- Jamie Chambers, VP Ad Sales ANZ, BBC Global News
- Ria Motwani, Senior Sales Manager, BBC Global News
- Billy Postle, Digital Designer, BBC StoryWorks
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Highly Commended
Company
Quantcast / iProspect
Client
Accor Hotels
Summary
Accor Hotels is one of the world’s largest hospitality companies, operating in over 5,300 locations globally. In Singapore, the group operates several reputable hotel brands including Fairmont, Sofitel, and Novotel.
Previously an avid advertiser, Accor stiled activity throughout the pandemic as the global tourism and travel industries halted due to the pandemic. At the first sign of recovery in the market, Accor was keen to refresh their presence in the market, and get back into top-of-mind consideration as people started planning travel again.
This is how Accor used AI-powered programmatic advertising and deep audience intelligence to exceed targeted results, in partnership with iProspect and Quantcast.
-Objective Summary-
To strategically align Accor’s resurgence as an advertiser with the timeliness of recovery in the travel and tourism sectors.
-Execution Summary-
A three-phase recovery plan run from Q3 2021 to Q1 2022, in collaboration with Mastercard, to reach identified high-value customers in the market for hotel bookings.
-Targets and Goals-
Quantcast was pitted against 3 other media partners. As this was a ‘competition’ to see which partner performed the best, the overall goals for the campaign were to drive the highest booking revenues, Cost per Acquisition (CPAs) and best Return on Ad Spend (ROAS) for Accor.
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Entry credits
- Sanket Sasane, Director, Paid Media, South East Asia, Japan & South Korea, Accor Hotels
- Izaac Chan, Manager, Paid Media & Performance, South East Asia, Japan & South Korea, Accor Hotels
- Abtin Fanaeian, Market Expansion Lead, Asia, Quantcast
- Sybil Ng, Head of Account Management, Quantcast
- Zahidah Zain, Performance Associate Manager, iProspect
- Shubhika Mukherji, Performance Executive, iProspect
- Ben Har Ong, Senior Client Manager, iProspect
- Sarah Guichard, Client Director, iProspect
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Award
Company
Qumin
Client
Marriott International
Summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”.
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation.
With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.
We found 9 aspiring creatives and sent them custom-made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, DJ sets, installations and more.
We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.
The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.
This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following.
Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.
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Entry video
Entry credits
- Arnold Ma, CEO, Qumin
- Sam Philips, Global Account Director, Qumin
- Evie Feng, Associate Account Manager, Qumin
- Saxon Hui, Associate Account Manager, Qumin
- Qing Dong, Operations Manager, Qumin
- Warren Eastland, Operations Manager, Qumin
- Chris Leung, Director Brand Management, Marriott International
- Austin Tenny, Senior Manager, F&B Digital Marketing, Marriott International
- Tom Nixon, Client Service Director, Qumin
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Nomination
Company
160over90
Client
Marriott International
Summary
Aiming to lift the pandemic-weary spirits, bodies and minds through the power of dynamic movement and restful sleep, we regionalised Westin’s global brand platform, “Let’s Rise” for the APAC market. Our objective was to increase brand awareness and leave our audience feeling empowered and motivated to regain control of their lives as they travel.
With a unifying line of “We’re all risers” – this campaign celebrates a community of risers across geographies and empowers people to become the best versions of themselves. We helped Westin create a series of films highlighting characters that best represent all that the Westin brand stands for: We rise to feel connected. We rise to feel motivated. We rise for our well-being.
With a full-funnel, integrated marketing approach, the campaign launched across five key markets including China, Singapore, India, Japan and Australia on multiple channels, from out-of-home billboards to social and digital platforms like Spotify, Instagram, WeChat, Weibo, and Facebook.
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Entry video
Entry credits
- Gavin Hadley, Vice President, 160over90
- Jessica Coronel, Senior Director, 160over90
- Chimene Pan, Account Director, 160over90
- Christian Carl, Executive Creative Director, 160over90
- Natalie Fiacco, Art Director, 160over90
- Hannah Lorentzen, Copywriter, 160over90
- Justin Padilla, Executive Producer, 160over90
- Kari OHara, Producer, 160over90
- Patricia Cheung, Senior Director, Marriott
- Nishant Udeshi, Senior Manager, Marriott
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3
Automotive and Transport
Description
Nomination
Company
MOBKOI
Client
Jaguar Land Rover
Summary
Jaguar Land Rover promoted its award winning automobile vehicle - the Defender 90 - using mobile display advertising in Japan. Using interactive creatives to engage mobile users through fully immersive and mobile-friendly brand experiences, the brand promoted the outstanding functionality and design of its vehicle.
The Defender’s exterior is without match. Its distinctive silhouette instantly demonstrates the vehicle's character, which the World Car Award highly valued. Its next level driving modes can handle extreme terrains and confidently takes you from the urban jungle, to shifting sands and icy environments.
To promote Defender 90’s new features, MOBKOI developed two bespoke creatives that fully capture 100% screen size and are crafted in a mobile responsive environment.
This video creative showcased the mesmerizing experience of the driving modes by allowing users to select and play multiple videos from the dashboard that look like the actual car monitor. The second creative focused on the interior and exterior of the vehicle. Not only the galleries but also the magnify function allowed users to view the intuitive technology installed in the vehicle.
Luxury car fans aged 30+ have been taken into consideration as well. We reached the niche target audiences by evaluating the matching sites from the Fashion and Lifestyle sitelist. The combination of impactful creatives and the right audience through selective sites encouraged users to get to know the product more and strengthen overall brand engagement: 13.52% engagement rate, 81% viewability and 11.6 second dwell time. This performance has exceeded the mobile ad industry benchmarks.
Entry image
Entry video
Entry credits
- Miki Kimura, Head of Design, APAC, MOBKOI
- Kaoru Iimura, Senior Account Manager, MOBKOI
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Nomination
Company
ADA
Client
TVS Auto Bangladesh Limited
Summary
TVS Auto Bangladesh Limited is known as the 2nd highest seller of two-wheelers in Bangladesh. After a decline in sales, the team decided to target the right audience willing to buy, thus, the audience was figured out through the agency’s Data Management Platform and Polygonal Geofencing capability.
XACT was used to extract relevant device IDs from a universe of 42 million and target potential audience around the proximity of TVS stores. Deterministic data points were skimmed as per coordinates of the showrooms to determine and classify potential audiences. Probabilistic ones were also chosen to create lookalikes by determining their frequent spots. Consumer insights were derived for media planning and an estimated reach impact figured from the XACT numbers.
XACT Audiences from these sets were targeted in combination with Facebook Audience with an additional targeting of interests and behavior selected from the platform as per Audience’s life stages identified from a combination of online and offline behavior, into relevant subgroups to predict buying intent and then served ads.
The campaign launched in two phases, starting with the awareness phase where the campaigns ran under reach and video view’s objective, targeting to reach half of the universe. The audience reached in phase 1 were remarketed in phase 2 with a traffic and lead generation campaign to drive consideration.
The campaign earned $720,000 in revenue, gained 49% more leads, reached 14.58 million people, generated 6.7 million video views, landed more than 107,000 users on the website, and acquired a 20,000 leads database.
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Entry video
Entry credits
- Abu Syeed, Digital Planning & Strategy Lead, ADA
- Bruhi Chowdhury, Manager, Digital Planning & Strategy, ADA
- Md. Farhad Hossain, Senior Executive, Digital Planning & Strategy, ADA
- Nazmul Hasan, Lead, Platforms & Performance, ADA
- Ishtiaq Salahin, Executive, Growth Hacking, ADA
- Taousif Alam, Executive, Growth Hacking, ADA
- Rawnak Tahnia, Executive, Growth Hacking, ADA
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Award
Company
BBC StoryWorks
Client
Lexus Australia
Summary
The objective was to raise awareness and desirability for the new UX 300e, the first all-electric Lexus model to launch in Australia, amongst the target audience of affluent, auto-enthusiasts. Importantly, the campaign needed to communicate how sustainability could be fused with style, quality and performance, and align with the Lexus premium brand image. BBC StoryWorks developed a branded content campaign titled “Uncompromised Elegance”, which included three articles that showcased how making a sustainable choice does not mean compromising on quality or experience. To inform our content strategy, we referred to industry trends, audience insights and Lexus brand positioning. With sustainability being a key topic, we were conscious to be careful about making big claims about the car and business itself – instead, we focused on aligning the brand and product with leaders in hospitality and architecture who were incorporating the sustainability ethos into their work. We ran BBC StoryWorks’ award-winning branded content study, Science of Engagement, to test the effectiveness of the content and the emotional response it elicited in the audience. Results from this study indicated significant uplifts across positive brand sentiments and consideration; also revealing that the content was effective in addressing the barriers to EV uptake. From a reach and engagement perspective, the campaign was highly successful, and achieved all KPIs set, including exceeding its page view target by almost 30%. The Lexus team were pleased with the content and outcomes of the campaign, commenting that the content had provided inspiration for future collaborations.
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Entry credits
- Elise Matheson, Content Manager, BBC StoryWorks
- Bianca Katz, Senior Account Manager, BBC Global News
- Megan Shepherd , Junior Designer, BBC StoryWorks
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10
Best Response to Change
Description
Nomination
Company
BBC StoryWorks
Client
VisitBritain
Summary
Ahead of the Birmingham 2022 Commonwealth Games, VisitBritain aimed to raise awareness for Birmingham and the wider West Midlands region amongst an Australian, sports enthusiast and culturally curious audience with existing connections to the UK. The key objective was to change perceptions of the region as being a stopover point, to a vibrant travel destination in its own right. Drawing on BBC Travel editorial insights, we proposed a multimedia campaign that spoke to the region’s key experiences and attractions; sports, food, culture, its landscapes and rich history. Importantly, the campaign also needed to include video, and we proposed animation in order to be able to capture the breadth of attractions, experiences and locations. The brief changed when we commenced production, as the client was developing some assets that they wanted us to integrate into the content and they asked for an animation treatment that more heavily relied on static imagery. A challenge arose when the delivery of imagery was delayed, and the assets were not suitable due to seasonal factors or other reasons. To source sufficient imagery to populate three videos, we reached out to around 20 third-party providers and ultimately, were able to workshop scenes to tell the stories we wanted to tell. The campaign exceeded key targets, over-delivering on social video views by 28% and prompting a 30% increase in intention to visit. VisitBritain was so pleased with the final videos that they were selected to be showcased at UK House during the Commonwealth Games.
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Entry credits
- Elise Matheson, Content Manager, BBC StoryWorks
- Ria Motwani, Senior Sales Manager, BBC Global News
- Jamie Chambers, VP, Ad Sales ANZ, BBC Global News
- Billy Postle, Digital Designer, BBC StoryWorks
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Nomination
Company
Digital Turbine
Client
Emina Cosmetics / Vizeum
Summary
Kellogg’s Chocos — the market leader in ready-to-eat cereals in India — has always seen itself as kids’ partner-in-crime when it comes to instigating fun while doing one particular thing they dread: drinking milk. With Kellogg's Chocos adding “Itnaa Sara Chocolaty Mazaa” to milk — making milk chocolatey and crunchy — drinking the bland beverage suddenly becomes exciting.
Designed to engage consumers and amplify brand awareness and consideration, Kelloggs Chocos launched a campaign to communicate its strongly proven proposition of being “Doodh ka Solid Dost” — Milk’s Best Friend.
Encouraged by a previous successful mobile gaming campaign, wherein it deployed a mobile ad on rewarded inventory, Kellogg’s Chocos decided to take things up a notch in 2022 by creating a playable ad — the brand’s first!
The campaign not only delivered bowlfuls of fun to its target audience, it also dished out skyrocketing engagement, proving the effectiveness of mobile gaming as a platform for engaged reach.
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Entry video
Entry credits
- Quenna Zelina, Emina Brand Deputy Head, PT. Paragon Technology and Innovation
- Clarissa A. Gunawan, Group Head Teens & Emerging Brand, PT. Paragon Technology and Innovation
- Ressa Truna Priono, Group Head Media & Partnership, PT. Paragon Technology and Innovation
- Imam Faisal, Emina Media Executive, PT. Paragon Technology and Innovation
- Diajeng Ayu Putri, Digital Planner, Vizeum
- Muhammad Firmansyah, Digital Manager, Vizeum
- Elsa Silitonga, Sales Director, Digital Turbine
- Ganang Prabowo, Strategy Manager, Digital Turbine
- Alyaa Nataya, Account Manager, Digital Turbine
- Mahesh Kartapandi, Creative Designer, Digital Turbine
- Vasant Karkera, Senior Designer, Digital Turbine
- Gunaji Shinde, Creative Designer, Digital Turbine
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Nomination
Company
ADA
Client
UNHCR
Summary
While 6.8 million people were getting displaced from their homes and livelihoods in Ukraine because of the Russian invasion and needed immediate help, the top donating countries, like Hong Kong were facing their own challenges because of prolonged COVID-19 safety measures and restricted travel due to resurgence of COVID-19.
Faced with a stressed economy, uncertain politics, and a never-ending threat of a disease, how do you make Hong Kongers think of a crisis happening thousands of kilometers away and not only continue to donate but make more donations than before. This was the challenge which was given to ADA to solve.
UNHCR sub-office Hong Kong identified key strategic initiatives with achievable short-term objectives and scalable long-term goals:
Short-term objective: To drive awareness of Ukraine emergency at scale and gather as many single/regular donations with high average basket size as possible.
Long-term objective: Transform database into actionable marketing audiences to convert single donors into regular donors. Moreover, to cultivate high-value regular donors by providing personalised journeys across multiple digital touchpoints using data and analytics.
Leveraging our capabilities of data and performance we put together and executed a media campaign which ended up achieving 141% number of target donations and the clients now have actionable database of donors who can be converted to regular donors in the future.
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Entry credits
- Carson Luk, Digital & Communications, UNHCR sub-office HK
- Vivian Chan, Digital Fundraising Manager, UNHCR sub-office HK
- Jessica Chan, Digital Fundraising Executive, UNHCR sub-office HK, ADA
- Jessica Ong, Senior Digital Planning Manager, ADA
- Apeksha Jain, Regional Account Director, ADA
- Nikhil Mittal, Senior Strategy and Performance Executive, ADA
- Farhan Ahmad, Senior Strategy and Performance Executive, ADA
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Award
Company
InMobi
Client
Unilever Indonesia | Mindshare Indonesia
Summary
In early 2021, the prolonged stay-at-home situation and limited out-of-home experiences turned family mealtimes into one of the only sources of joy and togetherness. Amid the pandemic, when most brands were struggling to keep their revenues steady, Bango and Royco, the meal-maker brands from Unilever, enhanced the mealtime experience for their Indonesian consumers.
To deliver a seamless experience, the brands designed an online-to-offline sampling program on their consumers’ go-to channel – mobile. They crafted a user-friendly campaign that gave consumers the flexibility of claiming free samples whenever it was convenient. Rich media, full-screen interstitials and banner ads on social media encouraged them to claim and redeem their samples in three simple steps.
The brands targeted the identified consumer cohorts through mobile ads, where engaged users were encouraged to select a free online sample for one of the four products that could be redeemed at one of the select super-markets during checkout. Once claimed, the free sample could be redeemed during a certain period, indicated through a timer.
Addressing the challenges posed by the pandemic, this first-of-its-kind online-to-offline sampling program leveraged special sampling coupons to drive awareness and purchase intent. This program introduced a workaround to traditional offline sampling programs, helping the brands acquire new customers at a 38% decreased cost!
What’s more, Unilever saw a rise in brand advocates. 82% of respondents emerged as strong advocates of the brand and 76% of customers said they would definitely buy the product again.
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Entry video
Entry credits
- Peeyush Shekhar, Client Partner, Mindshare
- Vidya Candra, Client Partner, Mindshare
- Moma Sihotang, Planner, Mindshare
- NurAfni Tuanaya, Planner, Mindshare
- Cadika Rachmawan, Senior Sales Manager, InMobi
- Sawitri Sadjimo, Assistant Sales Manager, InMobi
- Stefany Atmadja, Interactive Art Director, InMobi
- Vindy Sofina, Senior Interactive Designer, InMobi
- Ilham Chairat, Brand Manager, Unilever
- Mustikarini Putri, Assistant Brand Manager, Unilever
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Nomination
Company
M&C Saatchi Performance
Client
Grab
Summary
In July 2021, 4 weeks before Indonesian National Day, Indonesia became Covid's global epicentre. As a tech company with a broad online to offline reach, Grab had a clear moral duty to use their platform as a force for good across Indonesia.
Grab wanted to collect covid frontline donations at scale and to gain brand love, admiration and trust above its well-loved local competitor.
We decided to turn the humble promo-code into the country’s biggest crowdfunding tool. For one month, any user of any of Grab’s services had the option of typing in a special promo-code “BERSATU” which would allow them to sacrifice a discount for themselves and turn that discount into a donation to help hospitals and frontline workers in need.
BERSATU UNTUK INDONESIA = UNITE FOR INDONESIA
We designed the campaign as “solidarity marketing” that dozens of other Indonesian iconic brands and individuals were proud to join.
By the end of August 2021, combined with the efforts of our 23 BERSATU brand partners, a total of IDR 21 billion (USD1.5million) in Covid donations was collected. his funded urgently needed oxygen and health supplies at many hospitals that had already run out.
Entry image
Entry credits
- Annieke Puylaert, Marketing & PR Manager APAC, M&C Saatchi Performance
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Nomination
Company
ADA
Client
I.P. One
Summary
“INNOVATE PASSIONATELY FOR THE FUTURE OF BETTER LIVING” – a company vision that has not only been applied to its quality of products, but also to omni-channel experience innovated for its consumers.
Founded in 1972, I.P. One is one of the consumer good products company leaders in Thailand, with product lines ranging from home care, fabric care, personal care, and beverage. It has been through multiple cycles of challenges in the Thai economy, including this time round post Covid crisis many Thais have already leveled up their bar of expectation when it comes to loyalty experience.
According to our study, up to one-third of consumers would leave a brand after one single bad experience. In response to this, I.P. One redesigns its whole loyalty experience across both offline and online touchpoints by launching omni-channel loyalty transformation initiatives for both B2B2C consumers and B2B retailers. Its objective is to onboard its “missing piece” of last-mile customer behavioral insights due to its nature of products being sold via retailers and hence limited own customer insights visible to I.P. One.
As a result, it brought I.P. One totally new insight from their previously unknown customers of over hundred thousand of customer profiles, which drives better customer engagement including significant uplift in average order value, and growth in loyalty point earn engagement within a quarter after launch.
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Entry credits
- Suppakit Limboonsong Limboonsong, Country Director, ADA
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Nomination
Company
PHD Taiwan
Client
Diageo Taiwan
Summary
By leveraging existing brand resources as well as data and cooperating with a food delivery platform, Singleton has worked with its restaurant partners to overcome the challenges of the epidemic. Through our “Su’s Bistro Map-GO!" campaign with LBS technology, food delivery partnership, and teamed up with restaurants, to create the biggest online Bistro in Taiwan. the campaign has achieved a multi-win situation with remarkable results for brands, restaurants, a food delivery platform, and consumers. Furthermore, the partnerships have even become a new business model and led to the development of an updated version for year-end parties.
Entry image
Entry video
Entry credits
- Paloma Ho, Marketing and Communications Director, Omnicom media group Taiwan
- Pixie Chung, Senior Marketing and Communications Executive , Omnicom media group Taiwan
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Nomination
Company
ADA
Client
Sunshine Holdings
Summary
Colloquially referred to as the Sinhala and Tamil Aluth Avurudu or Puththandu, the Sinhala and Tamil New year is a highly festive time and is one of the most anticipated festivals in Sri Lanka.
The Covid-19 pandemic limited the celebrations of many Sri Lankans as they were financially challenged. The third wave which swept across the Island had a substantial impact on low-income and daily wage earners and their families.
The private sector along with those who were able to help and support families during these tough times were making contributions however they deemed fit. However, large home grown corporates were in the limelight with their every move monitored and highlighted as the public expected them to step up and support their communities in exchange for the loyalty they have pledged over the years.
Watawala Tea is a local brand owned by Sunshine Holdings, with a with a significant market share of 37%. The brand owns three sub brands where they cater to three distinct market segments, and all the brands have significant recognition among Sri Lankans.
Tea being a product that is a part of every household in Sri Lanka, the onus was on Sunshine Holdings to take ownership and be a pillar of voice and support to uplift families who were negatively impacted and provide some much needed relief.
Hence, Sunshine Holdings wanted to create meaningful engagement with their audience on a personal level in addition to drawing the public’s attention on their CSR campaign through social media.
Entry image
Entry video
Entry credits
- Jineth Pandigamage, Sales Manager - Marketing Services, ADA
- Tharique Shiffar, Account Manager - Digital Sales, ADA
- Ruzni Izath, Director, Emerging Market Product, Customer Engagement Solutions, ADA
- Anuradha Dassanayake, Senior Category Manager, Sunshine Holdings
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Nomination
Company
ADA
Client
PETRONAS Dagangan Berhad
Summary
With an ever-changing world and consumer demands, meeting the needs of various consumers may seem like we are going after a moving target. ADA has been able to drive exponential growth through IFA targeting and personalised ad targeting. This helped us to effectively capture the ideal petrol consumers that helped Malaysia’s petrol brand increase its fuel and non-fuel business. Being in the consumers mind with big data, personalised audience segments, and personas were crafted to get creative contents a step closer to the consumers, improve engagement, and more importantly, to increase the stickiness of PETRONAS as a brand with the consumers.
Entry image
Entry video
Entry credits
- Safder Ali, Head of Integrated Strategy, ADA
- Bee Yin Low, Country Lead, ADA
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Nomination
Company
ADA
Client
ILO – Better Factories Cambodia
Summary
Cambodia was not heavily impacted by Covid in 2020. This unfortunately changed in 2021.
One of the groups most affected was also the one fueling nation’s biggest export sector: garment factory workers (GFW). Majority of Garment Factory Workers in Cambodia are young women who often have no choice but to continue working to support their families, no matter what conditions surround their employment. During the pandemic, they were scrambling for relevant information, support and resources.
ILO’s Better Factories Cambodia were in a rush to quickly find partners to help them understand GFW, understand their mind space and launch a campaign that will reach GFW with information and help positively impact behaviour around Covid prevention.
The main challenge was the fact that they could not utilise their traditional approaches: going to factories directly.
ADA was assigned an important task to:
-Utilise data to find, segment, analyse and understand GFW
-Utilise its mobile marketing platform and digital channels to reach them efficiently
-Strategize and create behavioural change campaign anchored on obtained data
-Roll the campaign out and measure its effectiveness
The ‘Su Su Together’ Campaign was a success. Together with BFC/ILO and 17 Triggers, ADA brought glimmers of hope to GFW, inviting them to join the community and engage
-Reached over 2,200,000 garment factory workers and their closest communities (the goal was to reach 1,800,000 and reaching families and communities was a secondary goal)
-BFC Page has 16,600 engaged followers
-GFW have engaged with content actively over 26,000 times
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Entry video
Entry credits
- Tim Grintal, Country Director, ADA
- Dara Gin, Strategy & Planning Manager, ADA
- Seng Oudom, CES Operations Manager, ADA
- Jose Mendez Luna, Creative Director, ADA
- Park Sara, Programme Manager, ILO/Better Factories Cambodia
- Keo Daramongkol, Communication Officer, ILO/Better Factories Cambodia
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7
Best Mobile Campaign
Description
Nomination
Company
Digital Turbine
Client
Kellogg's / GroupM Mindshare
Summary
Kellogg’s Chocos — the market leader in ready-to-eat cereals in India — has always seen itself as kids’ partner-in-crime when it comes to instigating fun while doing one particular thing they dread: drinking milk. With Kellogg's Chocos adding “Itnaa Sara Chocolaty Mazaa” to milk — making milk chocolatey and crunchy — drinking the bland beverage suddenly becomes exciting.
Designed to engage consumers and amplify brand awareness and consideration, Kelloggs Chocos launched a campaign to communicate its strongly proven proposition of being “Doodh ka Solid Dost” — Milk’s Best Friend.
Encouraged by a previous successful mobile gaming campaign, wherein it deployed a mobile ad on rewarded inventory, Kellogg’s Chocos decided to take things up a notch in 2022 by creating a playable ad — the brand’s first!
The campaign not only delivered bowlfuls of fun to its target audience, it also dished out skyrocketing engagement, proving the effectiveness of mobile gaming as a platform for engaged reach.
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Entry credits
- Sumit Mathur, CMO, Kellogg’s
- Altamash Khan, Digital Lead, Kellogg’s
- Parth Narielwala, Sr. Brand Manager, Kellogg’s
- Nikshep Nair, Associate Director - Media, Kellogg’s
- Nikhil Alag, Senior Manager, Digital Turbine
- Deann Gowray, CSM, Digital Turbine
- Ameya Panse, Strategy Manager, Digital Turbine
- Viplesh Gharat, Interactive Designer, Digital Turbine
Entry video
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Nomination
Company
MOBKOI
Client
Jaguar Land Rover
Summary
Jaguar Land Rover promoted its award winning automobile vehicle - the Defender 90 - using mobile display advertising in Japan. Using interactive creatives to engage mobile users through fully immersive and mobile-friendly brand experiences, the brand promoted the outstanding functionality and design of its vehicle.
The Defender’s exterior is without match. Its distinctive silhouette instantly demonstrates the vehicle's character, which the World Car Award highly valued. Its next level driving modes can handle extreme terrains and confidently takes you from the urban jungle, to shifting sands and icy environments.
To promote Defender 90’s new features, MOBKOI developed two bespoke creatives that fully capture 100% screen size and are crafted in a mobile responsive environment.
This video creative showcased the mesmerizing experience of the driving modes by allowing users to select and play multiple videos from the dashboard that look like the actual car monitor. The second creative focused on the interior and exterior of the vehicle. Not only the galleries but also the magnify function allowed users to view the intuitive technology installed in the vehicle.
Luxury car fans aged 30+ have been taken into consideration as well. We reached the niche target audiences by evaluating the matching sites from the Fashion and Lifestyle sitelist. The combination of impactful creatives and the right audience through selective sites encouraged users to get to know the product more and strengthen overall brand engagement: 13.52% engagement rate, 81% viewability and 11.6 second dwell time. This performance has exceeded the mobile ad industry benchmarks.
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Entry credits
- Miki Kimura, Head of Design, APAC, MOBKOI
- Kaoru Iimura, Senior Account Manager, MOBKOI
Entry video
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Nomination
Company
ADA
Client
Robi Axiata Limited
Summary
The second largest telco wanted to increase both their monthly active users (MAU) and revenue generating base (RGB) as they have remained stagnant despite numerous offline and online marketing efforts.
MyRobi Single App is the one center touchpoint for all users for everything related to Robi’s services. Purchasing products from the app is much more convenient than visiting the website, as users are found to be browsing on the website but purchasing from the app.
Thus, Appification was implemented, where users with the app installed will always be redirected to the product pages on the app, while non app users will be redirected to the website. This will help with the attribution issue, as well as establish the MyRobi App as the sole touchpoint further while improving MAU.
To hit the target of 7.5 million MAU, the team strategised to create an end-to-end funnel while keeping relevance with purchase behaviour to ensure improved retention.
Multiple audience segments were remarketed with relevant offers and brought down the funnel, with the opportunity of upselling and cross-selling left open.
By doing this, the team was able to ensure that there was a surge in app usage, thus, increasing RGB. Not only did the App received a MAU of 7.2 million, but also successfully achieved an RGB of 1.9 million, 8% increase in retention rate, a 26% decrease in CPI while effectively increasing ROAS by 1.65 times.
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Entry credits
- Nazmul Hasan, Lead, Platforms & Performance, ADA
- Mahfuj Rabbani, Manager, Strategy & Performance, ADA
- Sumaira Tash-had, Manager, Growth Hacking, ADA
- Shahriar Mahmud, Manager, Growth Hacking, ADA
- H.M Ishtiaq Salahin, Executive, Growth Hacking, ADA
- Mozzammal Hossain Bhuiyan, Planning Executive, Digital Planning & Strategy, ADA
Entry video
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Nomination
Company
mCanvas
Client
Sony Pictures Entertainment
Summary
To promote their hit franchise Resident Evil’s new movie chapter - Welcome to Raccoon City - Sony wanted a highly engaging ad that creates a strong top-of-mind recall & generates brand awareness. Using a distinct ad that piques user interest, Sony wanted to generate curiosity & excitement among the audience for the movie as well as its characters. As Sony Pictures aspired to create a highly engaging mobile ad, the brand partnered with the renowned advertising agency - ADA, who together partnered with mCanvas, the mobile branding solution, to unveil an utterly unique ad experience. By doing so, Sony was able to promote its content through an interstitial banner ad with attractive 360° gameplay and motion sensors. Set in a virtual reality environment, the ad was able to adapt a frightening, realistic & thrilling experience for their users. The ad clubbed high quality visuals with eerie sound elements which the viewers associate with the theme of the movie. With gory graphics & other-worldly sound effects, users felt like they were in Raccoon City. Users panned their devices in the VR environment & tapped on their screen to kill zombies. The closing page shows the movie trailer & a CTA button that leads to the trailer on YouTube. The high innovation & immersive nature of the campaign was able to garner clicks in large volumes, leading to a historic click-through-rate of 8.7% which is more than 44 times the industry average of 0.2% for mobile banner ads.
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Entry credits
- Akshay Nandoskar, Associate Director APAC & ME , mCanvas
- Dhruvil Kamdar, Sr. Manager, Client Servicing (Global) , mCanvas
- Nigel DSouza, Marketing Manager, mCanvas
Entry video
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Highly Commended
Company
PHD Taiwan
Client
Volkswagen Taiwan
Summary
By cleverly used immersive AR technology to overcome the challenges that prevented consumers from physically experiencing the Golf 8 due to the COVID-19 pandemic. We vividly demonstrated every automotive detail and successfully enhanced consumers’ awareness and interest in this vehicle, and through Volkswagen’s innovative application of AR technology, our audience could truly experience the new generation of a classic icon.
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Entry credits
- Paloma Ho, Marketing and Communications Director, Omnicom media group Taiwan
- Pixie Chung, Senior Marketing and Communications Executive , Omnicom media group Taiwan
Entry video
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Nomination
Company
ADA
Client
PETRONAS Dagangan Berhad
Summary
With an ever-changing world and consumer demands, meeting the needs of various consumers may seem like we are going after a moving target. ADA has been able to drive exponential growth through IFA targeting and personalised ad targeting. This helped us to effectively capture the ideal petrol consumers that helped Malaysia’s petrol brand increase its fuel and non-fuel business. Being in the consumers mind with big data, personalised audience segments, and personas were crafted to get creative contents a step closer to the consumers, improve engagement, and more importantly, to increase the stickiness of PETRONAS as a brand with the consumers.
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Entry credits
- Bee Yin Low, Country Lead, ADA
- Safder Ali, Head of Integrated Strategy, ADA
Entry video
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Award
Company
CruiSo Digital Solutions
Client
csl.
Summary
Heading into the year of the Metaverse, csl’s 5G was poised to be the building blocks for the next evolution of the Internet. As the pioneering telecom leader in Hong Kong, csl teamed up with next generation boy band, MIRROR, to lead the city to “Experience the World Differently”, creating an immersive MIRROVERSE experience to bring the 5G concept to life.
By integrating our exclusive 5G technology into traditional premiums and merchandising, fans could immerse themselves in a series of ground-breaking augmented experiences. With a special AR-enabled calendar, fans could immerse in MIRROR fandom 365 days through a range of video content updated regularly to create a long lasting engaging experience. MIRROR collectible cards became a breakthrough with 12 AR-enabled MIRROVERSE cards that connected fans with fresh content and keepsakes. By collecting and scanning 3 consecutive AR-enabled cards, individual videos merged to reveal exclusive MIRROR memoirs.
csl launched the market’s first immersive advertising platform, transforming the massive outdoor billboard into the city’s first virtual billboard, extending the AR experience outdoors. Passers-by could turn the static billboard into an interactive video, bringing MIRROR members to life with real-time content. The immersive experience was even extended to csl retail outlets, transformed into mini exhibitions with special AR kiosks enabling MIRROR fans to snap AR selfies alongside their idols.
Through creativity and innovative application of AR technology, csl turned nothing into infinite opportunities – elevating the brand’s success to new heights, marking the first real-life 5G case and opening endless O2O advertising solutions.
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Entry credits
- Bruce Lam, Managing Director, Consumer Mobile, CSL Mobile
- Macy Ng, Vice President, Brand & Communications, CSL Mobile
- Kitty Lee, Assistant Vice President, Brand & Communications, CSL Mobile
- John Kam, Marketing Manager, Brand & Communications, CSL Mobile
- Jasmine Tsang, Managing Partner, CruiSo Digital Solutions
- Zoe Leung, Director, CruiSo Digital Solutions
- Desmond So, Chief Executive Officer, Uth Creative Group
- Kale Ng, Account Director, Uth Creative Group
- Aaron Lau, Founder & CEO, Gusto Collective
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9
Best High Impact Campaign
Description
Nomination
Company
Twitch
Client
5 GUM
Summary
Gen Zs are big into chewing gum but as it gets harder to reach them through traditional channels, how can a chewing gum brand foster a meaningful connection in a new and exciting way? Simple. 5 Gum teamed up with Twitch to launch Team CLUTCH, an elite squad made up of Australia’s favourite Twitch streamers. The 26 hours of streams were full of moments as the campaign exceeded performance, topped the Australia charts as the #1 Most Viewed Stream, #1 Highest Reach, #1 Total Minutes Watched, and saw an uplift of 14% in gaming association and 9% in purchase intent.
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Entry video
Entry credits
- Ben Hill, Marketing Director, Mars Wrigley
- Michelle Gazzola, Portfolio Director: Gum & Mints, Mars Wrigley
- Chris Johnston, Creative Systems Director, Mediacom
- Adam Pinto, Group Strategy Director, Mediacom
- Alex Gill, Group Client Director, Mediacom
- Ricky Chanana, Head of Sales, AUNZ, Twitch
- Edwin Hughan, Senior Creative Strategist, Twitch
- Joanne Garcia, Senior Creative Strategist, Twitch
- Romee Adema, Senior Creative Producer, Twitch
- Alex Tran, Senior Client Success Manager, Twitch
- Hamish McPhee, Account Director, Twitch
- Louis Vigil, Producer, Eliphant
- Kimberly Huang, Project Manager, Eliphant
- Nico Cruz, Broadcast Design, Eliphant
- Yung Tek Koh, Partnerships, Eliphant
- Reuben Sim, Apparel Design Lead, Eliphant
- Regina Lai, Apparel Design, Eliphant
- Elicia Lee , Managing Director, Eliphant
- / soleKEFS, Talent, Twitch
- / PlayItShady, Talent, Twitch
- / AussieAntics, Talent, Twitch
- / PaladinAmber, Talent, Twitch
- / GeekGG, Talent, Twitch
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Nomination
Company
ADA
Client
Robi Axiata Limited
Summary
How do you boost consideration in a commodified market where audience lacks loyalty?
The second largest mobile network provider in Bangladesh, Robi, wanted to increase their Brand Consideration scores. After pausing their brand campaign for 1.5 quarters, Robi noticed a fall in their FCBC score. Many campaigns running at the same time with overlapping messages, cannibalized one another. Hence the team went a strategic route where they broke down the big universe into 4 main segments, instead of targeting mass audience through Robi Users and Non-Robi Users as done before.
The goal was to reach a greater portion of the audience with effective and relevant communication with a controlled frequency while ensuring highest visibility among own and competition clusters with the help of frequency build-up. The ultimate goal was to increase TOMA and have a positive impact on the FCBC score.
The campaign was run in three phases. In the prelaunch phase, engagement and teaser posts were released regarding the brand ambassadors. The brand ambassadors were announced in the launch phase with bigger ad formats. In the last phase, people who had watched at least 50% of the contents in the previous phase were remarketed at a higher frequency with contents containing the key message to ensure brand recall.
On Facebook 27.8 million people were reached, with over 48 million thruplay views and 69.1 million posts engagement. On YouTube, 14 million people were reached, with 13.5 million views, and 32.5 million engagements. FCBC score increased by 8%.
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Entry video
Entry credits
- Abu Syeed, Digital Planning & Strategy Lead, ADA
- Bruhi Chowdhury, Manager, Digital Planning & Strategy, ADA
- Minhajur Rahman, Media Analyst, ADA
- Shahriar Mahmud, Manager, Growth Hacking, ADA
- Rafakat Rahman, Executive, Growth Hacking, ADA
- Nazmul Hasan, Lead, Platforms & Performance, ADA
- Mozzammal Hossain Bhuiyan, Planning Executive, Digital Planning & Strategy, ADA
- Ishtiaq Salahin, Executive, Growth Hacking, ADA
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Nomination
Company
ADA
Client
Robi Axiata Limited
Summary
The second largest telco wanted to increase both their monthly active users (MAU) and revenue generating base (RGB) as they have remained stagnant despite numerous offline and online marketing efforts.
MyRobi Single App is the one center touchpoint for all users for everything related to Robi’s services. Purchasing products from the app is much more convenient than visiting the website, as users are found to be browsing on the website but purchasing from the app.
Thus, Appification was implemented, where users with the app installed will always be redirected to the product pages on the app, while non app users will be redirected to the website. This will help with the attribution issue, as well as establish the MyRobi App as the sole touchpoint further while improving MAU.
To hit the target of 7.5 million MAU, the team strategised to create an end-to-end funnel while keeping relevance with purchase behaviour to ensure improved retention.
Multiple audience segments were remarketed with relevant offers and brought down the funnel, with the opportunity of upselling and cross-selling left open.
By doing this, the team was able to ensure that there was a surge in app usage, thus, increasing RGB. Not only did the App received a MAU of 7.2 million, but also successfully achieved an RGB of 1.9 million, 8% increase in retention rate, a 26% decrease in CPI while effectively increasing ROAS by 1.65 times.
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Entry video
Entry credits
- Nazmul Hasan, Lead, Platforms & Performance, ADA
- Mahfuj Rabbani, Manager, Strategy & Performance, ADA
- Sumaira Tash-had, Manager, Growth Hacking, ADA
- Shahriar Mahmud, Manager, Growth Hacking, ADA
- H.M Ishtiaq Salahin, Executive, Growth Hacking, ADa
- Mozzammal Hossain Bhuiyan, Planning Executive, Digital Planning & Strategy, ADA
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Highly Commended
Company
M&C Saatchi Performance
Client
Grab
Summary
In July 2021, 4 weeks before Indonesian National Day, Indonesia became Covid's global epicentre. As a tech company with a broad online to offline reach, Grab had a clear moral duty to use their platform as a force for good across Indonesia.
Grab wanted to collect covid frontline donations at scale and to gain brand love, admiration and trust above its well-loved local competitor.
We decided to turn the humble promo-code into the country’s biggest crowdfunding tool. For one month, any user of any of Grab’s services had the option of typing in a special promo-code “BERSATU” which would allow them to sacrifice a discount for themselves and turn that discount into a donation to help hospitals and frontline workers in need.
BERSATU UNTUK INDONESIA = UNITE FOR INDONESIA
We designed the campaign as “solidarity marketing” that dozens of other Indonesian iconic brands and individuals were proud to join.
By the end of August 2021, combined with the efforts of our 23 BERSATU brand partners, a total of IDR 21 billion (USD1.5million) in Covid donations was collected. his funded urgently needed oxygen and health supplies at many hospitals that had already run out.
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Entry credits
- Annieke Puylaert, Marketing & PR Manager APAC, M&C Saatchi Performance
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Award
Company
Twitch
Client
McDonald's Singapore (Hanbaobao Pte Ltd)
Summary
Since its launch in July 2021, there has been high awareness of McDonald’s Chicken McCrispy. But an online debate was impacting likability amongst Singaporeans - just how spicy is it? To keep this online conversation going and drive positive sentiment,
McDonald’s Singapore teamed up with Twitch to create an influencer broadcast promoting #TheSpicyDebate, a nation- wide vote for the next spicy tag for Chicken McCrispy. Ultimately, this campaign became the #1 most viewed Twitch stream in Singapore with 3x increase in sales compared to previous quarter, +13% product likeability and +17% repurchase intent.
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Entry video
Entry credits
- Eileen Ang, Senior Marketing Manager, Hanbaobao Pte Ltd
- Nicole Low, Marketing Manager, Hanbaobao Pte Ltd
- Melissa Tan, Account Director, OMD Singapore
- Daisy Huang, Strategy Director, OMD Singapore
- Steve Ford, VP of APAC Sales, Twitch
- Tara Crosby, Head of Sales, SEA, Twitch
- Heidi Monro, Account Director, Twitch
- Jamie Ng, Senior Creative Strategist, Twitch
- Kimberly Loo, Program Activation Manager, Twitch
- Toby Davies, Creative Producer, Twitch
- Lishwen Ng, Senior Client Success Manager, Twitch
- / JulynnLau, Talent, Twitch
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Nomination
Company
Moody's ESG Solutions
Client
Moody's ESG Solutions
Summary
For decades, Moody’s has been predominantly known across financial markets as a credit rating agency. But, since environmental, social and governance (ESG) issues – such as those arising from climate change – will likely shape financial markets in the coming years, Moody’s has repositioned itself to become a global, integrated risk assessment firm uniquely placed to provide trusted ESG insights that lead to better decisions.
To ensure the Moody’s brand becomes more synonymous with ESG in a nascent and fast-growing market, in 2022, we launched our multi-channel “Comprehensive Coverage” media campaign – which sought to boost awareness of Moody’s range of ESG capabilities and its evolved market positioning in three focus regions: North America, and selected markets across EMEA and APAC, based on locations of high customer and prospect concentration.
We elevated our efforts with visually-striking creative and bolder messaging, a bespoke media buy and messaging strategy activated in each country. This campaign featured overarching messaging on three core capabilities: our new customer platform; the quality of company data; and our newly-enhanced methodology for scoring companies’ ESG performance.
The campaign focused on high-quality, localized and specialist media outlets reaching market practitioners. Supporting the external campaign was an internal push comprising messaging, sales training and sales enablement collateral.
External efforts included email and organic, earned social and media activity customized by region.
Highlight results included 169 quality leads generated and as well as the average monthly traffic through Organic Search to the Moody’s ESG Hub increasing by 89% versus pre-advertising averages.
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Entry video
Entry credits
- Dana Robertson, Creative Director, Neon
- Belinda Yee, Group Account Director, Ptarmigan Media
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Nomination
Company
InMobi, Unilever
Client
Unilever
Summary
During the pandemic, when most brands were struggling to maintain business, Paddle Pop grew – while staying true to its brand value of promoting “wholesome and playful moments between parents and kids”.
The pandemic was a time when children spent a lot of time at home, with limited outdoor activities or classes to keep them occupied. This meant that parents were struggling to find ways to build productive habits in their little ones while trying to spend quality time with them.
To make this possible, Paddle Pop leveraged mobile in a creative way. A 'game-plan' was charted to drive full-funnel efficiencies and significant impact across awareness, consideration, and conversion stages. The brand showcased a short video to grab the users' attention to the 'Choco Magma Land', an enticing game that needed no downloads. to drive consideration. “Choco Magma Land” had three levels with exciting challenges, giving both parents and children an immersive and adventurous ice cream making gamified experience. Supporting consideration, Paddle Pop re-engaged users with rich media banners to drive conversions and then went on to accurately measure the campaign performance with a brand lift study.
The campaign CTR was 6 times the industry benchmark and led to massive lift in store visits – over 50% of the audience visited a store near their homes. The post-campaign brand lift study showed that 86% respondents took a positive action after watching it. Market penetration increased by 60+ basis points and Market share increased by 50+ basis points for the brand.
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Entry video
Entry credits
- Cadika Rachmawan, Senior Sales Manager, InMobi
- Sawitri Sadjimo, Assistant Sales Manager, InMobi
- Stefany Atmadja, Interactive Art Director, InMobi
- Vindy Sofina, Senior Interactive Designer, InMobi
- Vanya Anandita, Connection Planner, Mindshare
- Shitij Jain, Partner, Mindshare
- Nicole Imanuela, Connection Planner, Mindshare
- Aninda Fariza, Paddle Pop Brand Manager, Unilever
- Athluna Canthika, Paddle Pop Assistant Brand Manager, Unilever
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Nomination
Company
UOB
Client
UOB
Summary
TMRW by UOB is one of the fintech app that serves dynamic customer behaviors by offering online financial offer from app installation to submit online documents to open a personal saving account, credit card application, or loan seamlessly in one app.
In order to acquire new customers with success beyond app installation, outcomes are measured from saving account app submission while credit card and loan also follow the same journey with online document submission but challenging with log in after identity verification at TMRW offline kiosks and be approved.
As owing Xact data of 45M Mobile IFAs in Thailand, ADA has dived insights from app behaviors and offline locations to better create audience strategy to optimize lower funnel conversions from multi-media channel approach to achieve an acquisition model (UOB to pay per conversion at success metrics or cost per outcome) with media risk borne by ADA.
Overall results during Q2 2022:
• Achieve Week on Week growth of +35% new user acquisitions
• Improve success of Full Funnel conversions from document submission t conversion at a monthly average of +71%
• Derive growth of App Install to Conversions (Install : Low Funnel Final Outcome Event %) increased by +160% comparing (June vs April)
• Effective CPA (cost per acquisition) was -xx% lower than client expectation while the entire campaign was run on the cost-per-acquisition model.
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Entry credits
- Umar Saibukandu, Manager, Growth and Acquisitions Acquisitions, ADA
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Nomination
Company
CruiSo Digital Solutions
Client
csl.
Summary
Heading into the year of the Metaverse, csl’s 5G was poised to be the building blocks for the next evolution of the Internet. As the pioneering telecom leader in Hong Kong, csl teamed up with next generation boy band, MIRROR, to lead the city to “Experience the World Differently”, creating an immersive MIRROVERSE experience to bring the 5G concept to life.
By integrating our exclusive 5G technology into traditional premiums and merchandising, fans could immerse themselves in a series of ground-breaking augmented experiences. With a special AR-enabled calendar, fans could immerse in MIRROR fandom 365 days through a range of video content updated regularly to create a long lasting engaging experience. MIRROR collectible cards became a breakthrough with 12 AR-enabled MIRROVERSE cards that connected fans with fresh content and keepsakes. By collecting and scanning 3 consecutive AR-enabled cards, individual videos merged to reveal exclusive MIRROR memoirs.
csl launched the market’s first immersive advertising platform, transforming the massive outdoor billboard into the city’s first virtual billboard, extending the AR experience outdoors. Passers-by could turn the static billboard into an interactive video, bringing MIRROR members to life with real-time content. The immersive experience was even extended to csl retail outlets, transformed into mini exhibitions with special AR kiosks enabling MIRROR fans to snap AR selfies alongside their idols.
Through creativity and innovative application of AR technology, csl turned nothing into infinite opportunities – elevating the brand’s success to new heights, marking the first real-life 5G case and opening endless O2O advertising solutions.
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Entry credits
- Bruce Lam, Managing Director, Consumer Mobile, CSL Mobile
- Macy Ng, Vice President, Brand & Communications, CSL Mobile
- Kitty Lee, Assistant Vice President, Brand & Communications, CSL Mobile
- John Kam, Marketing Manager, Brand & Communications, CSL Mobile
- Jasmine Tsang, Managing Partner, CruiSo Digital Solutions
- Zoe Leung, Director, CruiSo Digital Solutions
- Desmond So, Chief Executive Officer, Uth Creative Group
- Kale Ng, Account Director, Uth Creative Group
- Aaron Lau, Founder & CEO, Gusto Collective
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6
Most Effective Use of Branded Content
Description
Highly Commended
Company
Twitch
Client
5 GUM
Summary
Gen Zs are big into chewing gum but as it gets harder to reach them through traditional channels, how can a chewing gum brand foster a meaningful connection in a new and exciting way? Simple. 5 Gum teamed up with Twitch to launch Team CLUTCH, an elite squad made up of Australia’s favourite Twitch streamers. The 26 hours of streams were full of moments as the campaign exceeded performance, topped the Australia charts as the #1 Most Viewed Stream, #1 Highest Reach, #1 Total Minutes Watched, and saw an uplift of 14% in gaming association and 9% in purchase intent.
Entry image
Entry video
Entry credits
- Ben Hill , Marketing Director, Mars Wrigley
- Michelle Gazzola, Portfolio Director: Gum & Mints, Mars Wrigley
- Chris Johnston, Creative Systems Director, Mediacom
- Adam Pinto, Group Strategy Director, Mediacom
- Alex Gill, Group Client Director, Mediacom
- Ricky Chanana, Head of Sales, ANZ, Twitch
- Edwin Hughan, Senior Creative Strategist, Twitch
- Joanne Garcia, Senior Program Activation Manager, Twitch
- Romee Adema, Senior Creative Producer, Twitch
- Alex Tran, Senior Client Success Manager, Twitch
- Hamish McPhee, Account Director, Twitch
- Louis Vigil, Producer, Eliphant
- Kimberly Huang, Project Manager, Eliphant
- Nico Cruz, Broadcast Design, Eliphant
- Yung Tek Koh, Partnerships, Eliphant
- Reuben Sim, Apparel Design Lead, Eliphant
- Regina Lai, Apparel Design, Eliphant
- Elicia Lee, Managing Director, Eliphant
- / soleKEFS, Talent, Twitch
- / PlayItShady, Talent, Twitch
- / AussieAntics, Talent, Twitch
- / PaladinAmber, Talent, Twitch
- / GeekGG, Talent, Twitch
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Nomination
Company
ADA
Client
Fonterra
Summary
Context and Challenge
Supermarkets have an overwhelming amount of food choices, and something as plain as butter can be easily ignored. Anchor Butter needed to stand out to bring butter back on the plates of Filipinos. But it did not launch any major ad campaign for over 3 years, so the brand’s relevance and recall has already declined.
Insight and Strategy
TikTok has the power to turn any food into a trending topic. Because of all these trending recipes uploaded and recreated by TikTokers, the app has turned into the world’s biggest cookbook. It was the perfect platform for reintroducing Anchor Butter to Filipinos – one of the top social media users in the world.
Idea and Execution
Through our #AnchorButterDaysAhead hashtag, we challenged TikTokers to try different recipes while using Anchor Butter. As food content creators cooked dishes ranging from savory to sweet, millions of Filipinos consumed their content and thousands of TikTokers made their own versions after seeing our product’s versatility in the kitchen.
Results
In just 3 days, our campaign accumulated 20.8 million video views and our page received 418,409 page views along with 454,000 engagements using our hashtag. Anchor Butter also gained a 95% uplift in online brand awareness on TikTok, resulting to an 11% increase in sales versus the previous year.
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Entry video
Entry credits
- Mayi Baviera, Country Director, ADA
- Katrina Torres , Head of Creatives, ADA
- Barny Rivera, Creative Director , ADA
- Shawn Wee, Key Account Director, ADA
- Key Acanto, Head of Content and Copywriting, ADA
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Nomination
Company
Carousell Media Group
Client
Ministry of Sustainability and the Environment
Summary
The Ministry of Sustainability and the Environment was looking to amplify the Singapore Green Plan, and this initiative coincides with Carousell’s mission to play a part in the circular economy and redefine commerce, where second-hand is the first choice for consumers.
The 3Rs — Reduce, Reuse, and Recycle — should be familiar mantras by now. On top of that, there’s also the 4th R — Repair — so instead of throwing old and spoilt things away, we can give it a new lease of life, so it continues to serve a purpose. Carousell’s idea behind the #TrashToTreasure campaign was to highlight this 4th R and demonstrate how turning trash to treasure can reduce waste.
With the primary objective of campaign reach and brand awareness, #TrashToTreasure is a five-part video series that aims to educate and inspire fellow Singaporeans to take steps towards practicing sustainability in their everyday lives.
Carousell expanded on the theme of sustainability and the different angles were explored for each video: Up-cycled musical instruments, electronic waste recycling, organic farming, furniture restoration and vintage home buys.
The campaign’s video assets resonated with the public, and was able to reach close to 5 million users. Over the course of the campaign, we served more than 19M impressions and drove approximately 290K video views.
Overall, the videos also got 70K+ engagements (likes, comments, shares & clicks) with encouraging comments showcasing the interest from the viewers.
Entry image
Entry video
Entry credits
- Jolyn Ang, Strategy Manager, Carousell Media Group
- Lisa Tan, Head of Sales, Carousell Media Group
- Vikranth Varanasi, Ad Ops, Carousell Media Group
- Agnes Natalie, Designer, Carousell Media Group
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Nomination
Company
M&C Saatchi Performance
Client
Grab
Summary
Covid-19 truly challenged the Indonesian economy. SMEs with lower financial stability were undoubtedly the most affected. It is estimated that Covid-19 cost 60 million Indonesians their jobs in SMEs and that only 3 out of 10 had enough savings to last at least a month.
In these trying times, Grab wanted to gather donations to support Indonesian SMEs to persevere through the pandemic and to win the heart of Indonesians showing them that Grab was with them through these difficult times.
We wanted Indonesians to believe that each and every one of their dreams, strengths and skills would lead towards a better future. BELIEF = PERCAYA in Bahasa Indonesia.
We leveraged on platforms such as YouTube, Facebook, and TikTok to increase reach; created a series on online streaming platform VIU which was a one-of-a-kind activation that touched the hearts of millions of Indonesians; leveraged on the humble promo-code which was turned into a powerful crowdfunding tool; and finally, started the #PERCAYAPROJEX inviting users to purchase from selected brands to gather donations.
Exceeding by far our targets, the PERCAYA campaign had a tangible impact on the Indonesian market. The inspirational videos resonated very well with Indonesians and the money gathered helped several SMEs in need.
A helping hand from Grab to the Indonesian SMEs that support us, everyday.
Entry image
Entry credits
- Annieke Puylaert, Marketing & PR Manager APAC, M&C Saatchi Performance
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Award
Company
Qumin
Client
Marriott International
Summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, ”The Blank Canvas Hotel”.
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, which created the derisory notion that Chinese Gen-Z are the “Tang Pin” (Lying-flat) generation.
With MOXY’s and its brand values, we wanted to tear down this notion, to show China and beyond, that Chinese Gen-Z are expressive, creative and shaping culture not just consuming it. We positioned MOXY as “the home for the brave”.
We found 9 aspiring creatives and sent them custom-made concrete “mystery boxes” with a brief and tools to inspire… enlisting them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, DJ sets, installations and more.
We told their story through a series of 18 videos tailored for Douyin (Chinese TikTok), and ran a #challenge, inviting others to create M.O.X.Y. from everyday objects, creating #MakeMoxyYours.
The campaign culminated in a landmark launch party art exhibition, celebrating Chinese youth culture, attracting KOLs (Key Opinion Leaders) on popular social platforms, alongside Shanghai tastemakers, including skateboarders, singers, foodies, artists, actors, models, and media.
This generated mass awareness with over 500M video views, 7M Likes, 7K UGC videos, 443K homepage visits, 143k location tag views, 407 PR placements, and a 90% occupancy rate in the weeks following.
Earned media coverage was valued at more than $5m USD, from a launch budget of $150k.
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Entry video
Entry credits
- Arnold Ma, CEO, Qumin
- Sam Philips, Global Account Director, Qumin
- Tom Nixon, Client Service Director, Qumin
- Evie Feng, Associate Account Manager, Qumin
- Saxon Hui, Associate Account Manager, Qumin
- Qing Dong, Operations Manager, Qumin
- Warren Eastland, Operations manager, Qumin
- Chris Leung, Director Brand Management, Marriott International
- Austin Tenny, Senior Manager, F&B Digital Marketing, Marriott International
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Highly Commended
Company
CruiSo Digital Solutions
Client
csl.
Summary
Heading into the year of the Metaverse, csl’s 5G was poised to be the building blocks for the next evolution of the Internet. As the pioneering telecom leader in Hong Kong, csl teamed up with next generation boy band, MIRROR, to lead the city to “Experience the World Differently”, creating an immersive MIRROVERSE experience to bring the 5G concept to life.
By integrating our exclusive 5G technology into traditional premiums and merchandising, fans could immerse themselves in a series of ground-breaking augmented experiences. With a special AR-enabled calendar, fans could immerse in MIRROR fandom 365 days through a range of video content updated regularly to create a long lasting engaging experience. MIRROR collectible cards became a breakthrough with 12 AR-enabled MIRROVERSE cards that connected fans with fresh content and keepsakes. By collecting and scanning 3 consecutive AR-enabled cards, individual videos merged to reveal exclusive MIRROR memoirs.
csl launched the market’s first immersive advertising platform, transforming the massive outdoor billboard into the city’s first virtual billboard, extending the AR experience outdoors. Passers-by could turn the static billboard into an interactive video, bringing MIRROR members to life with real-time content. The immersive experience was even extended to csl retail outlets, transformed into mini exhibitions with special AR kiosks enabling MIRROR fans to snap AR selfies alongside their idols.
Through creativity and innovative application of AR technology, csl turned nothing into infinite opportunities – elevating the brand’s success to new heights, marking the first real-life 5G case and opening endless O2O advertising solutions.
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Entry credits
- Bruce Lam, Managing Director, Consumer Mobile, CSL Mobile
- Macy Ng, Vice President, Brand & Communications, CSL Mobile
- Kitty Lee, Assistant Vice President, Brand & Communications, CSL Mobile
- John Kam, Marketing Manager, Brand & Communications, CSL Mobile
- Jasmine Tsang, Managing Partner, CruiSo Digital Solutions
- Zoe Leung, Director, CruiSo Digital Solutions
- Desmond So, Chief Executive Officer, Uth Creative Group
- Kale Ng, Account Director, Uth Creative Group
- Aaron Lau, Founder & CEO, Gusto Collective
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8
Most Effective Use of Performance
Description
Nomination
Client
Rakuten Advertising, PerformID
Summary
Rakuten Advertising became part of a five-party super partnership involving American Express-backed rewards platform (MyAmexShopping managed by PerformID), Korea’s largest bank, a luxury retailer and a world-renowned K-pop band. The retailer tasked Rakuten and PerformID with two goals: increase brand presence for a sub-brand of the retailer – stocked exclusively on the retailer’s site – among Korea’s Millennial and Gen Z customers in H2 2021 and significantly boost sales in Q1 2022.
In 2021, the sub-brand extended its partnership with the K-pop band which has a large Millennial and Gen Z fanbase. Simultaneously, the bank released a credit card featuring the K-pop band designed for their fans. Through MyAmexShopping, the card allowed the retailer to offer exclusive benefits to its cardholders including a cashback deal. Rakuten and PerformID leveraged this offer to boost brand awareness for the retailer and its sub-brand, reaching many cardholders and exceeding the retailer’s target of increasing presence among Millennial and Gen Z by two-fold. To reach the sales target, Rakuten and PerformID partnered the retailer with local bloggers to promote the brand’s offer in Q1, highlighting the exclusive sub-brand’s collection. This resulted in a record sales growth YoY.
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Entry credits
- Alexander Short, CEO & Founder, PerformID
- Lalisa Fungtammasan, Senior Manager, Marketing, APAC, Rakuten Advertising
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Nomination
Company
ADA
Client
Ninja Xpress
Summary
Similar to David vs. Goliath, Ninja Xpress was faced with the big guns in Indonesia’s logistic space, such as GoJek, Grab, SiCepat and AnterAja. It was a indeed a challenger brand with big dreams.
During the time where logistic sector had greatly expanded, SMEs also had the opportunity to tap in. Nonetheless, these SMEs have neither the financial backing or stability to soldier through the unprecedented period caused by a global pandemic, which halted everything in a span of two years.
Ninja Xpress understood the battle SMEs faced and created a series of promotion for them, along with wide network coverage and digital infrastructure to ease their users, as a good proportion of SMEs in Indonesia are unbanked and prefer a cash-on-delivery option for better cashflow management.
Also, it was strategic for Ninja Xpress to focus on the digital space.
Then, the core was to drive potential SME shippers in registering on Ninja Xpress website, subsequently using its services through paid ads and contents across various platforms, with each asset carefully assessed and optimized to achieve the highest possible return.
In February 2022, Ninja Xpress recorded massive traffic and converted new users, with more than 4,000 e-form submissions in a month and an average of over 16% conversion rate among fierce competitors.
While it was already seen as a massive success, ADA struck another milestone of success in reducing the CPM by 13%, providing a more efficient manner in running the overall campaign as part of the performance marketing goals.
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Entry video
Entry credits
- Rafael Fernando, Head of Digital, Ninja Xpress
- Dikdik Muhamad, Digital Media Planner, Ninja Xpress
- Ade Rahman, Digital Media Planner, Ninja Xpress
- Mohamad Agiel, Director, Client Leadership, ADA
- Mochamad Aji Rahadian, Sr. Executive, Digital Planning & Strategy, ADA
- Indira Adiba Oetama, Sr. Executive, Digital Planning & Strategy, ADA
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Award
Company
Essence
Client
Google
Summary
The advertising industry’s transition towards a cookieless future, while slow and fragmented, remains inevitable. Marketers who start early on their data transformation journeys not only stand to better weather the sea change, but also rise above it to deliver greater customer experiences and campaign performance.
To help Google Marketing do just that, Essence constructed a data audit framework to identify gaps in first party data usage. Using the results, we then developed a roadmap to advance data-driven use cases across their performance paid media programme. We developed new ways to synthesise aggregated first party data signals with digital and survey-based data to derive highly relevant yet addressable cohorts for personalisation. This allowed us to not only enhance revenue attribution, but act on new optimisation levers to improve ROAS. Applying these use cases across the customer funnel led to a 3.75x CPA and 3x ROAS improvement for Google SMB campaigns in APAC.
The programme has since gone on to serve as a critical on-ramp for many other Google businesses to drive more deliberate and effective first party data use across the APAC region.
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Entry credits
- Essence Essence, Essence, Essence
- Google SMB Marketing team Google SMB Marketing team, Google SMB Marketing team, Google
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Nomination
Company
ADA
Client
BCA
Summary
With Google leading the share of search engine ecosystem in Indonesia, it is the fastest and most direct way for anyone to find answers on almost everything. To brands, it is a goldmine of discovery and intent. It is the bridge for brands to spark conversations with potential users, a must-have marketing channel.
However, the bigger the reach, the greater the risks. Everyone wants a piece of the pie, especially when it was as big as BCA. With more than 30 million customers, they have become a sitting duck for attacks, and it happened.
This was a big problem for BCA, but there was also a solution. BCA elevated its SEM game and created #AwasModus campaign – translating it into SEM strategy to drive traffic to BCA’s landing page.
As the result, it reached the platform’s benchmark with 172,067 clicks and 28% CTR rate. Top performing audience group in this campaign was “Exact – Halo BCA”, while among the top searched keywords were “halo bca” and “halobca”.
This educative campaign has called forth a form of brand evangelism, where users helped informing other users pertaining to banking or cybercrime-related queries, while also being picked up by nation-wide media publications.
Thus, the effectiveness in raising awareness and reinforcing BCA’s position as a thought leader in Indonesia’s banking industry was strongly proven.
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Entry video
Entry credits
- Rendy Alimudin, Vice President, BCA
- Syamsur Rijali, Officer, BCA
- Susi Sakti Andarini, Assistant Vice President, BCA
- Dimas Anggakara, Officer, BCA
- Maulana Viliano, Officer, BCA
- Mararetha Anjanette, Senior Manager, Strategic Planning, ADA
- Laras Sulistyaningsih, Senior Associate, Strategic & Planning, ADA
- Oritama Zulfikar, Manager, Strategic Planning, ADA
- Ivan Halim, Director, Client Leadership, ADA
- Bestari Salsati, Strategy & Performance Manager, ADA
- Tommy Harlim, Strategy & Performance Lead, Social, ADA
- Aldiansyah Rahmadianto, Performance Executive, Biddable, ADA
- Dwi Aryanto, Director - Platforms & Performance, ADA
- Yoga Hapsara, Senior, Strategy and Performance, ADA
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Nomination
Company
InMobi | Glance
Client
Swiggy
Summary
Founded in 2014 as a food delivery app, Swiggy is India’s leading on-demand convenience platform today. With India's highly cluttered food and delivery space, Swiggy needed to create a standout campaign to acquire high-quality users and drive first purchases on the app.
The brand decided to explore innovative channels to grow its business. Not wanting to get lost in a whirlwind of content, Swiggy chose to reach people before they unlocked their phones – with Glance, the first-of-its-kind lock screen content platform.
The brand leveraged the InMobi Advertising Platform to reach Indian food lovers with high purchasing power. The campaign displayed scrumptious delicacies and an ‘Install Now' CTA on the lock screens. Based on the user’s location and time of the day, the brand served them offers and dishes for breakfast, lunch or dinner from hyperlocal cuisines appealing to their taste buds.
By leveraging Glance's one-click install feature, Swiggy created a frictionless app download experience for users without leaving their lock screens. Additionally, the brand showcased captivating 10-second video ads and discount coupons on the Glance carousel, nudging new app installers to place their first orders.
This high-impact performance campaign resulted in a:
• 29% increase in month-on-month first orders on food delivery between August 2021 and February 2022
• 30% lower cost per new user on food delivery
• High-quality consumer base with app transaction of 9 weeks, as indicated by the brand's retention range data. (The brand considers 6-9 weeks a strong number)
Evidently, Swiggy delivered!
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Entry video
Entry credits
- Sreeshna Ravindran Sreekishan, Head of Integrated Marketing, InMobi
- Rajesh Pantina, Director - Marketing APAC, InMobi
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Nomination
Company
ADA
Client
TVS Auto Bangladesh Limited
Summary
TVS Auto Bangladesh Limited is known as the 2nd highest seller of two-wheelers in Bangladesh. After a decline in sales, the team decided to target the right audience willing to buy, thus, the audience was figured out through the agency’s Data Management Platform and Polygonal Geofencing capability.
XACT was used to extract relevant device IDs from a universe of 42 million and target potential audience around the proximity of TVS stores. Deterministic data points were skimmed as per coordinates of the showrooms to determine and classify potential audiences. Probabilistic ones were also chosen to create lookalikes by determining their frequent spots. Consumer insights were derived for media planning and an estimated reach impact figured from the XACT numbers.
XACT Audiences from these sets were targeted in combination with Facebook Audience with an additional targeting of interests and behavior selected from the platform as per Audience’s life stages identified from a combination of online and offline behavior, into relevant subgroups to predict buying intent and then served ads.
The campaign launched in two phases, starting with the awareness phase where the campaigns ran under reach and video view’s objective, targeting to reach half of the universe. The audience reached in phase 1 were remarketed in phase 2 with a traffic and lead generation campaign to drive consideration.
The campaign earned $720,000 in revenue, gained 49% more leads, reached 14.58 million people, generated 6.7 million video views, landed more than 107,000 users on the website, and acquired a 20,000 leads database.
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Entry video
Entry credits
- Abu Syeed, Digital Planning & Strategy Lead, ADA
- Bruhi Chowdhury, Manager, Digital Planning & Strategy, ADA
- Md. Farhad Hossain, Senior Executive, Digital Planning & Strategy, ADA
- Nazmul Hasan, Lead, Platforms & Performance, ADA
- Ishtiaq Salahin, Executive, Growth Hacking, ADA
- Taousif Alam, Executive, Growth Hacking, ADA
- Rawnak Tahnia, Executive, Growth Hacking, ADA
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Highly Commended
Company
Acquire - Data Driven Advertising
Summary
For the past two years, the industry has been fixated on what will happen when digital advertising loses its reliance on cookies. There has been a lot of talk about first-party data, contextual advertising, and new ways of measuring, such as attention, but there are few real-life examples of these in action. That is until Acquire & Oracle partnered on a mission to put these to the test with a customised, real-time campaign.
Working with a financial services client, Acquire used a range of Oracle’s solutions alongside first-party data to create highly customised contextual audience segments, while proving that this customization had a greater impact than off-the-shelf audience segments. Acquire then used this feedback loop of data to be able to optimise and create a sustainable strategy for the long-term that did not rely on third-party cookies.
To cut through the clutter and develop a contextual targeting solution, Acquire developed a sophisticated, deterministic model for media targeting through a first-of-its-kind combination of first-party audience lists and an analysis of DSP impression logs based on this audience’s behavior. This was then fed through Oracle’s contextual intelligence engine to deliver a custom audience segment that was always relevant, as it was based on the brand’s first-party data and the content its users were consuming.
By identifying unique, high-fidelity audiences, the brand was able to build look-alike models based on content consumed by users visiting their sites driving a 63% uplift in CTRs and a 28% increase in applications.
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Entry credits
- Zane Furtado, GM - Technology & Innovation , Acquire - Data Driven Advertising
- Ashwin Sundaram, GM - Data and Performance, Acquire - Data Driven Advertising
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Nomination
Company
ADA
Client
UOB
Summary
TMRW by UOB is one of the fintech app that serves dynamic customer behaviors by offering online financial offer from app installation to submit online documents to open a personal saving account, credit card application, or loan seamlessly in one app.
In order to acquire new customers with success beyond app installation, outcomes are measured from saving account app submission while credit card and loan also follow the same journey with online document submission but challenging with log in after identity verification at TMRW offline kiosks and be approved.
As owing Xact data of 45M Mobile IFAs in Thailand, ADA has dived insights from app behaviors and offline locations to better create audience strategy to optimize lower funnel conversions from multi-media channel approach to achieve an acquisition model (UOB to pay per conversion at success metrics or cost per outcome) with media risk borne by ADA.
Overall results during Q2 2022:
• Achieve Week on Week growth of +35% new user acquisitions
• Improve success of Full Funnel conversions from document submission toconversion at a monthly average of +71%
• Derive growth of App Install to Conversions (Install : Low Funnel Final Outcome Event %) increased by +160% comparing (June vs April)
• Effective CPA (cost per acquisition) was -xx% lower than client expectation while the entire campaign was run on the cost-per-acquisition model.
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Entry credits
- Suppakit Limboonsong, Country Director, ADA
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4
Best Omni-Channel Campaign
Description
Award
Company
Alarice International Limited
Summary
The Be Your Own King campaign was able to utilise online and offline channels in order to build a seamless consumer experience that was highly engaged with target audiences through various media formats and social media platforms. By collaborating with the Tmall Big Brand Day, we were even able to move up to the top 10 industry ranking. Crocs’ brand value, “Come As You Are (CAYA)” was highlighted with this campaign and Alarice team drove awareness by leveraging the collaboration partners’ influence. We reached new target audiences among different circles which included the gaming community, the entertainment and fashion enthusiasts, etc. Social buzz was created through fan engagement both online and offline and fans were directed to the Tmall landing page for recruiting for the e-game live show and pre-order boosting. Bai Jingting and Honor of Kings were fully utilised as two of the most powerful tools for spreading the word about the collaboration effort and promoting Crocs on Tmall Big Brand Day. By utilising the influence of Honor of Kings to promote the collaboration campaign and Crocs on Tmall Big Brand Day, we were able to successfully penetrate the e-game circle. We also put out media pitches targeting e-gaming, trends and fashion media. As a result, the Be Your Own King campaign, an omni-channel strategy, had significant success across social media, e-commerce, and offline stores. Our campaign reached the highest hashtag IMP, had an outstanding engagement rate in the game-related community, achieved successful digital activation on Tmall and
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Entry credits
- Jacqueline Chan, Project Director, Alarice International Limited
- Ashley Dudarenok, Founder, Alarice International Limited
- Yolanda Yuan, Project Manager, Alarice International Limited
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Nomination
Company
ADA
Client
Robi Axiata Limited
Summary
How do you boost consideration in a commodified market where audience lacks loyalty?
The second largest mobile network provider in Bangladesh, Robi, wanted to increase their Brand Consideration scores. After pausing their brand campaign for 1.5 quarters, Robi noticed a fall in their FCBC score. Many campaigns running at the same time with overlapping messages, cannibalized one another. Hence the team went a strategic route where they broke down the big universe into 4 main segments, instead of targeting mass audience through Robi Users and Non-Robi Users as done before.
The goal was to reach a greater portion of the audience with effective and relevant communication with a controlled frequency while ensuring highest visibility among own and competition clusters with the help of frequency build-up. The ultimate goal was to increase TOMA and have a positive impact on the FCBC score.
The campaign was run in three phases. In the prelaunch phase, engagement and teaser posts were released regarding the brand ambassadors. The brand ambassadors were announced in the launch phase with bigger ad formats. In the last phase, people who had watched at least 50% of the contents in the previous phase were remarketed at a higher frequency with contents containing the key message to ensure brand recall.
On Facebook 27.8 million people were reached, with over 48 million thruplay views and 69.1 million posts engagement. On YouTube, 14 million people were reached, with 13.5 million views, and 32.5 million engagements. FCBC score increased by 8%.
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Entry video
Entry credits
- Abu Syeed, Digital Planning & Strategy Lead, ADA
- Bruhi Chowdhury, Manager, Digital Planning & Strategy, ADA
- Minhajur Rahman, Media Analyst, ADA
- Shahriar Mahmud, Manager, Growth Hacking, ADA
- Rafakat Rahman, Executive, Growth Hacking, ADA
- Nazmul Hasan, Lead, Platforms & Performance, ADA
- Mozzammal Hossain Bhuiyan, Planning Executive, Digital Planning & Strategy, ADA
- Ishtiaq Salahin, Executive, Growth Hacking, ADA
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Highly Commended
Company
ADA
Client
IP One
Summary
“INNOVATE PASSIONATELY FOR THE FUTURE OF BETTER LIVING” – a company vision that has not only been applied to its quality of products, but also to omni-channel experience innovated for its consumers.
Founded in 1972, I.P. One is one of the consumer good products company leaders in Thailand, with product lines ranging from home care, fabric care, personal care, and beverage. It has been through multiple cycles of challenges in the Thai economy, including this time round post Covid crisis many Thais have already leveled up their bar of expectation when it comes to loyalty experience.
According to our study, up to one-third of consumers would leave a brand after one single bad experience. In response to this, I.P. One redesigns its whole loyalty experience across both offline and online touchpoints by launching omni-channel loyalty transformation initiatives for both B2B2C consumers and B2B retailers. Its objective is to onboard its “missing piece” of last-mile customer behavioral insights due to its nature of products being sold via retailers and hence limited own customer insights visible to I.P. One.
As a result, it brought I.P. One totally new insight from their previously unknown customers of over hundred thousand of customer profiles, which drives better customer engagement including significant uplift in average order value, and growth in loyalty point earn engagement within a quarter after launch.
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Entry credits
- Tasnaporn Egpongphisit, Chief Marketing Officer, I.P. One Co., Ltd
- Anchalin Methnimit , Head of Brand Building, I.P. One Co., Ltd
- Malisa Chanachotwarangkul , Group Category Manager, I.P. One Co., Ltd
- Montanat Worranuntakul, Group Brand Manager, I.P. One Co., Ltd
- Panumart Pintakul , Business Insights Manager, ADA
- Penpicha Boonlue , Senior Consultant, ADA
- Nontapat Thongplengsri , Senior Consultant, ADA
- Thanoos Kerdlaup , Head of MarTech and Data Consulting, ADA
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Nomination
Company
The Trade Desk
Client
Zendeck
Summary
Zendesk launched its first programmatic omni-channel campaign in Australia to raise brand awareness and reinforce its position in the highly competitive customer relationship management software market. The company wanted to achieve these goals without overexposing audiences to its advertising.
The Trade Desk (TTD) teamed up with Zendesk’s agency, Merkle B2B, to create an omni-channel campaign — across digital out-of-home (DOOH), broadcast video-on-demand (BVOD), audio, display, native, and high impact — that could all be managed in TTD’s demand-side platform. The agency then replicated Zendesk’s previous campaign buys on TTD’s platform to test the potential of programmatic advertising.
Merkle B2B leveraged relevant third-party data segments from TTD’s platform to reach Zendesk’s target audience. It also conducted a brand lift study through TTD’s partnership with Lucid to gain deeper insights into the campaign’s impact. And by leveraging the platform’s Inferred Brand Intent measurement tool, Merkle B2B was able to see how Zendesk’s ads were influencing audience behavior.
The campaign reached more than two million unique individuals and 1.9 million unique households over two months. It successfully capped the frequency to four ad exposures per individual from the advertiser and an average of two ads from the campaign, across multiple channels.
Zendesk and Merkle B2B found that programmatic advertising was more cost-effective than direct media buying, including a 54 percent lower cost per thousand impressions (CPM) for DOOH inventory. It also increased ad recall by 11 percent.
They also found that BOVD was the most effective channel to help Zendesk raise brand awareness.
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Entry credits
- Sam Ward, Director, Business Development , The Trade Desk
- Stephanie Sheridan, Lead Associate Account Director, The Trade Desk
- Chi Lo, Director of Accounts, The Trade Desk
- Lisa Nguyen, Trading Specialist, The Trade Desk
- Marcela Lin, Product Marketing Manager, The Trade Desk
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3
Best use of Video Ads
Description
For an innovative strategy or campaign that has engaged the target audience with well-placed video ads.
Award
Company
Vidico
Client
Bailey Nelson
Summary
Long time client Bailey Nelson approached Vidico once again with the intention to produce their first defining brand video. The brand campaign obtained 40% increase in branded search with YouTube describing the result as ‘best-in-class’.
The goal was set to get on the radar of the Australian public and obtain recall — playing it safe wasn’t an option. The brief was built around the notion of ‘bringing joy to eye care’ and how Bailey Nelson does this. We boiled it down to keeping quality high and prices low so their customers can turn a prescription into a celebration.
Together we developed a straightforward concept with a mix of elements: a nice tension point to kick-off and capture attention, funny examples of the Bailey Nelson product in use to show their place in customer’s lives and a good way to sledge competitors.
A presenter format led the story to walk viewers through the so-wrong-but- common journey of buying glasses. As such, the video combines a fourth wall breaking narrator, breakneck pace and surreal cutaway gags to create a hilarious whirlwind effect. While the main presenter tells us all about Bailey Nelson’s amazing eyewear, deals and features, we are treated to an exciting avalanche of visual metaphors, cultural references and witty dialogue.
Following the 2-month campaign stint, Bailey Nelson ran a brand uplift test through YouTube and the results were about as good as have been seen by the team at Google HQ.
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Entry video
Entry credits
- Michael Pirone, Co-Founder & Account Director, Vidico
- Evan Pirone, Co-Founder & Creative Director, Vidico
- Erin Lacourciere, Project Engagement Manager, Vidico
- Robert Fantozzi, Creative Project Manager, Vidico
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Nomination
Company
ADA
Client
Robi Axiata Limited
Summary
How do you boost consideration in a commodified market where audience lacks loyalty?
The second largest mobile network provider in Bangladesh, Robi, wanted to increase their Brand Consideration scores. After pausing their brand campaign for 1.5 quarters, Robi noticed a fall in their FCBC score. Many campaigns running at the same time with overlapping messages, cannibalized one another. Hence the team went a strategic route where they broke down the big universe into 4 main segments, instead of targeting mass audience through Robi Users and Non-Robi Users as done before.
The goal was to reach a greater portion of the audience with effective and relevant communication with a controlled frequency while ensuring highest visibility among own and competition clusters with the help of frequency build-up. The ultimate goal was to increase TOMA and have a positive impact on the FCBC score.
The campaign was run in three phases. In the prelaunch phase, engagement and teaser posts were released regarding the brand ambassadors. The brand ambassadors were announced in the launch phase with bigger ad formats. In the last phase, people who had watched at least 50% of the contents in the previous phase were remarketed at a higher frequency with contents containing the key message to ensure brand recall.
On Facebook 27.8 million people were reached, with over 48 million thruplay views and 69.1 million posts engagement. On YouTube, 14 million people were reached, with 13.5 million views, and 32.5 million engagements. FCBC score increased by 8%.
Entry image
Entry video
Entry credits
- Abu Syeed, Digital Planning & Strategy Lead, ADA
- Bruhi Chowdhury, Manager, Digital Planning & Strategy, ADA
- Minhajur Rahman, Media Analyst, ADA
- Shahriar Mahmud, Manager, Growth Hacking, ADA
- Rafakat Rahman, Executive, Growth Hacking, ADA
- Nazmul Hasan, Lead, Platforms & Performance, ADA
- Mozzammal Hossain Bhuiyan, Planning Executive, Digital Planning & Strategy, ADA
- Ishtiaq Salahin, Executive, Growth Hacking, ADA
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Nomination
Company
OMD New Zealand
Client
The Warehouse (New Zealand)
Summary
You’re the biggest retailer in NZ, with a long legacy of providing everyone with a bargain.
But it’s 2022, everyone is hunting for more value, and there are many more options for us Kiwi’s to get our hands on that elusive bargain.
After decades of being the home of a bargain, all of a sudden, you’re not.
‘Red’ alert.
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Entry video
Entry credits
- Jonathan Waecker, Chief Customer & Sales Officer, The Warehouse
- Will Harvey, Senior Marketing Manager, The Warehouse
- David McCallen, Chief Strategy Officer , OMG
- Keri Thomas, Business Director, OMG
- Shane Bradnick, Chief Creative Officer, TBWA NZ
- Catherine Harris, CEO, TBWA NZ
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2
Best Paid Social Campaign
Description
For an innovative strategy or campaign that has engaged the target audience.
Nomination
Company
Grow Agency
Client
Aroma Group
Summary
How does a coffee company come out on-top of the industry in post-covid-19 times? Aroma Group, a leading coffee machine company has been able to see outstanding sales growth through it’s digital strategies with Grow Agency.
We designed campaigns conforming to various customer journeys that resulted in the highest conversions through social marketing strategies driving sales results. We leveraged the efficiency of Facebook conversion funnel ads and optimised social campaigns along with performance data.
Grow created region specific localised ads that were hyper targeted to communicated precisely each target audience.
Our audience insights found that coffee entrepreneurs had a variety of demographics - diverse in age, needs, and consumer journeys therefore we create ad designs with different key messages and points of sale to meet the needs of each group interest. The low-priced product categories were targeted with promotion and give away products that get money's worth. The mid-priced product category used ads that enhanced the store’s lifestyle messaging. The high-priced product category were targeted with ads that mention about fast return on investment
We also up-sale and cross-sale product categories by retargeting with look-alike audiences with hyper relevant B2C products and to expand our customer base.
Grow’s Marketing Strategy combined with our data mechanics increased the quality of leads by 33% from the previous year. This led to a sales increase of more than 208% for both offline and online, and a ROAS increase from 10 times to 26 times.
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Entry video
Entry credits
- Ashley Muller, Head of Grow, Grow Agency
- Sakaroon Kunta, Marketing Project Manager, Grow Agency
- Thawatchai Sumphoakit, Online Sales Manager, Aroma Group
- Natnaree Chatranurukwong, Senior Project Manager, Grow Agency
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Award
Company
OMD New Zealand
Client
Westgold Butter
Summary
This is the story of how a small butter brand, from a land with five million people, used their ingenuity to achieve influence and success in the Japanese market. By being nimble in the face of large established players with many times their spend, Westgold was able to use digital and targeted influencers to increase brand awareness and get their products onto the tables in this prestigious market.
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Entry credits
- Leanne Clemens, Senior Brand Manager, Westland Milk Products
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5
Best Paid Search Campaign
Description
Award
Company
OMD & Equifax
Client
Kiwibank
Summary
From entry to a night club, to an airport upgrade or a decision on a credit card – no one likes to be declined – nor should they be if we know enough in advance.
Kiwibank’s purpose is to make Kiwi better off so we are focussed on improving the accuracy of our marketing to drive good customer outcomes. This purpose at the forefront of our decision-making process combined with regulatory impacts, saw us go beyond traditional targeting techniques to ensure only customers who would be approved for a credit card would start an application and in turn decrease the number of people declined by Kiwibank.
The answer? Employ sophisticated ‘location intelligence’ geospatial analysis techniques for pre-screening, - a New Zealand first. Using a composite score of bureau data including credit scores, defaults, hardship flags, and several other key data attributes to match the credit screening criteria, we identify ‘hot spots’ with the highest density of unqualified customers. This then fed into SA360 to inform bidding strategy, ultimately reducing our decline rate and bettering customer outcome.
The results exceeded expectations achieving a 21% reduction compared to our objective of 10%.
We also saw a 273% increase in our approval rate for new applications coming through Paid Search.
Based on the additional cost to implement the Geo Targeting solution vs. the value of the incremental customers*gained for equivalent ad spend the ROI was 3: 1 (294%).
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Entry credits
- Nick Boulstridge, Head of Performance Marketing, Kiwibank
- Simon Hofmann, GM, Brand and Marketing, Kiwibank
- Darron Jermy, Director Digital Performance, Equifax
- Angela Yang, SEM Manager, OMD
- Le Ho, Digital Business Manager, OMD
- Erin McCauley, Account Director, OMD
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Nomination
Company
ANGA Bangkok Digital Agency
Client
Wall Technologies Company Limited
Summary
With our top-notch search strategy and operations, ANGA has delivered a 351x return on investment (ROI) within the past seven months. According to Google, 99% of Thai users use Google as a search engine. Moreover, B2Bs normally obtain marketing qualified leads from search activities. These suggest a great opportunity for our clients’ businesses, to have their marketing results skyrocket with ANGA Bangkok!
ANGA Bangkok and Wall Tech have been working together since November 2021 and Wall Tech started to implement our strategy in January 2022. The client’s objective was to obtain marketing qualified leads from search channels in 2022. Because its competitors were aggressively promoting business websites on Search, Wall Tech needed to optimize its marketing budget as much as possible. Therefore, we allocated a monthly budget to Google Search Ads as our main touch point of the search journey. Then we used Google Display Network and Google Discovery Ads to retarget website visitors and custom audiences who showed signs of searching related products. Moreover, we also optimized Wall Tech’s Google My Business to achieve greater visibility in organic searches.
Not only has Wall Tech received an excellent return, but there are a few more B2B enterprises where we achieved ROAS greater than 10 in various business industries. In the report attached, you will see more client successes from different digital strategies that ANGA tailors for them.
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Entry video
Entry credits
- Rachavit Whangpatanathon, Director of Business Development, ANGA Bangkok Digital Agency
- Veerin Songkasornchart, Senior Advertising Operations Specialist, ANGA Bangkok Digital Agency
- Thitinan Wattanasiriwat, Account Executive, Paid Media, ANGA Bangkok Digital Agency
- Thaweewat Sriaroonthip, Technical Web Developer, ANGA Bangkok Digital Agency
- Nonthiya Siangphro, Account Executive, Search, ANGA Bangkok Digital Agency
- Jasmin Maha, Senior Content Writer, ANGA Bangkok Digital Agency
- Thanabut Sawangsang, Digital Strategist, ANGA Bangkok Digital Agency
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Nomination
Company
InMobi
Client
Max Life
Summary
Max Life Insurance is one of India's largest non-bank private-sector insurers, with its claim payment rate at a max - 99.35%! In line with its goal to make insurance plans easy and affordable for everyone at any stage of their life, the brand wanted to reinforce the need for insurance and increase demand.
However, making this happen in the OND quarter, where India usually sees a 30% dip in insurance purchases each year, required immense effort and strategic placements. The brand needed to amplify visibility and increase performance by tapping into the potential that already exists – which meant reaching high-intent audiences.
Driving discovery for these audiences still required an effective attention-grabber, considering the highly crowded insurance market. The brand thus partnered with InMobi and Microsoft Advertising to leverage search and appear to the right audience at the right moment. To ensure max effectiveness, Max Life utilized Multimedia Ads, which combined brand-native assets such as images, headlines and descriptions powered by machine-learning technology. These were designed to appear prominently on the search engine result page (SERP) to enhance discovery and ensure exclusivity by displaying only one brand creative per page.
This intelligent approach drove conversions in a way that lowered cost per acquisition by 20%. Additionally, the use of multimedia ads brought Max Life a 68% lift in the lead score ratio compared to other formats!
Thus, while Max Life insured thousands, they ensured high impact at low costs.
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Entry credits
- Shivam Garg, Performance Marketing Manager, Maxlife Insurance Pvt Ltd
- Chandrika Dey, Account Strategist, InMobi
- Shivam Satija, Analyst, InMobi
- Sakshi Nagar, Account Manager, InMobi
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Nomination
Company
InMobi
Client
Myntra
Summary
As India's most trusted shopping destination for fashion and lifestyle needs, Myntra is a showstopper in the fashion e-commerce world. With around 7,000 fashion, lifestyle, and beauty brands listed on their platform, Myntra services millions of Indians across over 27,000 PIN codes in the country. The company’s exclusive offerings - including its massively popular in-season product catalog, its promise of product authenticity, and 30-day return policy - make it the most preferred shopping destination in India. Myntra stands as the leading fashion platform, with campaigns that democratize shopping choices and empower consumers to make their own fashion statement.
Taking this forward, the brand aimed to reach more qualified audiences and drive more conversions. With thousands of fashion e-commerce sites mushrooming, it was important to reach people with relevance at the right time.
To achieve this goal, Myntra partnered with InMobi and Microsoft Advertising to connect with exclusive audiences on the Microsoft Network and expand its consumer base. With this, the brand drove some revolutionary results, reaching 61 million Microsoft users in India – despite it not being a sale season!
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Entry credits
- Akshay Ambardar, Assistant Director - Digital Marketing, Myntra
- Anupam Kichloo, Senior Manager - Digital Marketing & Content, Myntra
- Divya Poddar, Performance Marketing Specialist, Myntra
- Manjunath Nagaraju, Senior Manager - Account Management, InMobi
- Pankhuri Gupta, Lead - Account Management, InMobi
- Shivam Satija, Account Strategist, InMobi
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Highly Commended
Company
Together
Client
AIA New Zealand
Summary
This unique and highly innovative real-time search solution enabled AIA New Zealand to capitalise on its big spending competitors.
The solution uses real-time competitive data and search technology powered by smart analytics, and has driven outstanding results.
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Entry credits
- Kris Hadley, Managing Partner, Together
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4
Most Effective Use of Affiliate Marketing
Description
Nomination
Company
Client
Booktopia
Summary
This is the story of how Booktopia, Australia’s largest online bookstore, has used technology to transform its affiliate and partnerships program into a high-performing customer acquisition channel. In the year previous to the judging period, its program generated a 38% increase in year on year revenue and increased clicks by a phenomenal 90% and transactions by 45%. With this strong foundation in place, the team then set out to further diversify its affiliate partners to drive incremental revenue and achieved an exceptional outcome:
- Increased actions (clicks) generated from content partners and bloggers by + 60%
- Cashback publishers have brought in +30% in revenue and +26% in actions
- Sub-affiliate networks have seen a 19% increase in actions and 23% in revenue
- Diversifying its program with more innovative influencer partnerships.
- Growing the amount of authors in the program by 22%
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Entry credits
- Helen Tran, Affiliate and Marketplace Manager, Booktopia
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Nomination
How ADA Drove Tokocrypto to become the Largest Crypto Exchange in Indonesia with Predictive Analysis
Company
ADA
Summary
With the crypto industry in Indonesia booming and attracting many local and international products (apps and platforms), Tokocrypto faced challenging times to scale users and trading volumes in Indonesia. The volatility of the crypto industry added pressure and created doubt in the success of meeting objectives. Hence, Tokocrypto engaged with ADA to help identify and acquire the right audiences and make Tokocrypto the most used platform and number 1 platform in Indonesia.
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Entry credits
- Nanda Ivens, Chief Marketing Officer, Tokocrypto
- Gede Robin Muliyadi, Head of Performance & Data, Tokocrypto
- Cenmidtal Cuaca Mulyanto, VP Growth Marketing, Tokocrypto
- Fajar Insan Hadi, -, Tokocrypto
- Faradi Bachri, Country Director, ADA
- Azzalia Putri, Executive, Growth & Acquisition, ADA
- Umar Saibukandu, Director Growth & Acquisition, ADA
- Iddha Wandha Anggraini, Sales MC Group Senior Manager, ADA
- Jessica Prestya, Account Manager, ADA
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Award
Company
Commission Factory and My Muscle Chef
Client
My Muscle Chef
Summary
My Muscle Chef is a market-leading Australian meal delivery service that provides premium, great-tasting, and high-protein meals to fuel active and busy lifestyles. Historically, the brand focused on a fitness-passionate target audience. In 2020 My Muscle Chef turned to Commission Factory to dramatically expand its business by driving awareness and sales from beyond “hard-core” health-oriented consumers.
The meal delivery business is highly competitive. Most brands are pending heavily to fund deep discounting in a market share land grab. My Muscle Chef rejects that model and rarely discounts. The combined My Muscle Chef and Commission Factory team needed a partnership strategy and go-to-market plan that could drive massive sales without discounts like $135-off a competitor recently delivered.
We deployed an innovative publisher recruitment strategy that leaned into “emerging” affiliate categories, including brand-to-brand partners, health communities, influencers, and brand ambassadors, to drive awareness and interest by emphasising quality and health credentials. These publishers helped us to tell our story in environments where quality, nutrition, and health credentials trump profit-busting deals.
While some discount-oriented “traditional” affiliate classes were “off limits,” we successfully created innovative relationships with cashback leaders, driving tremendous scale without crushing discounts. We leveraged escalated cashback offers during key promotional periods to capture market share even when other brands ratcheted voucher values up to dizzying levels.
Together, the My Muscle Chef and Commission Factory drove impressive revenue numbers and resulting in 855% year-on-year growth and 65,000 new customers, and we did it without relying on bottomless deals and promotions.
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Entry credits
- Isabella Gazzola, Key Account Manager, Commission Factory
- Ryan Guthrie, Senior Marketing Manager, My Muscle Chef
- Emily Do, Marketing Manager, Commission Factory
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Award
Company
Rakuten Advertising, PerformID
Client
PerformID, American Express Korea
Summary
Rakuten Advertising became part of a five-party super partnership involving American Express-backed rewards platform (MyAmexShopping managed by PerformID), Korea’s largest bank, a luxury retailer and a world-renowned K-pop band. The retailer tasked Rakuten and PerformID with two goals: increase brand presence for a sub-brand of the retailer – stocked exclusively on the retailer’s site – among Korea’s Millennial and Gen Z customers in H2 2021 and significantly boost sales in Q1 2022.
In 2021, the sub-brand extended its partnership with the K-pop band which has a large Millennial and Gen Z fanbase. Simultaneously, the bank released a credit card featuring the K-pop band designed for their fans. Through MyAmexShopping, the card allowed the retailer to offer exclusive benefits to its cardholders including a cashback deal. Rakuten and PerformID leveraged this offer to boost brand awareness for the retailer and its sub-brand, reaching many cardholders and exceeding the retailer’s target of increasing presence among Millennial and Gen Z by two-fold. To reach the sales target, Rakuten and PerformID partnered the retailer with local bloggers to promote the brand’s offer in Q1, highlighting the exclusive sub-brand’s collection. This resulted in a record sales growth YoY.
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Entry credits
- Alexander Short, CEO & Founder, PerformID
- Lalisa Fungtammasan, Senior Manager, Marketing, APAC, Rakuten Advertising
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5
Adtech for Good
Description
At The Drum, we believe that marketing can change the world. We want to give recognition to AdTech or programmatic campaigns that drives forward socially responsible marketing and brand purpose.
Nomination
Company
Channel Factory
Summary
Channel Factory's The Conscious Project x Boys Do Cry: Together we amplified the YouTube campaign’s reach and impact by contextually aligning conversations around mens’ mental health.
The Conscious Project was activated on the Boys Do Cry YouTube campaign to expand its reach and impact of mental health awareness to Australians. Targeting applied to all identities, genders and ethnicities aged 18-65. In collaboration with UnLtd, the purpose-driven organisation connecting our industry with charities, we developed a custom brand suitability strategy to ensure the campaign ran only on appropriate content categories.
By running on and promoting authentic conversations about mental health using a conscious contextual advertising approach, the campaign determined to:
- Make profound, culture-shifting societal impacts
- Help men of all —including minority — identities to find their voice, be heard, and
- Push the boundaries in inclusive and innovative ad tech.
By striving to activate purpose-driven media planning for all agencies and brands, our aim is for conscious advertising to be an industry standard, not a trend. We will continue to promote meaningful conversations and highlight the lives of Australians — including multicultural, underrepresented, and marginalised — across all identities and genders on YouTube.
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Entry credits
- Alex Littlejohn, Managing Director, Channel Factory
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Nomination
Company
OMD New Zealand
Client
2degrees
Summary
In 2009 a feisty challenger, 2degrees launched and broke up a duopoly with success. Over time it became harder to differentiate on product and price and 2degrees found themselves knocked off their perch, losing their competitive edge.
The launch of their Fighting for Fair brand platform in 2019, reawakened this challenger spirit and provided confidence in what they were here to do for New Zealanders.
Fast forward to 2022 and the challenge became how to use Fighting for Fair to drive consideration and protect future demand. They needed to stand apart with a new fight that would resolve a category tension and had significant cultural power.
Our cause worth championing, was one at the heart of the Covid-19 pandemic. It’s seismic and disruptive force reshaped the way Kiwis communicated with each other. There was a clear social enemy in the overreliance on our devices, with digital connectivity replacing human connectivity.
This gave 2degrees a clear fight to help make things right. Be a champion of the people and take a stand not just against the category, but also fighting for Kiwi’s digital well-being.
So, we launched Real mode - A way to pause your digital life and press play on real world connections.
Real Mode proved the impact a cause led idea can have at both a cultural and commercial level; Spiking consideration to the highest level in 12 months, smashing brand and business metrics, and in three months getting Kiwis to spend a whopping 23.3 years in Real Mode.
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Real Mode - entry image.pdf
Entry credits
- Hayley Featonby, Brand Manager, 2degrees
- Charlotte Parker, Account Director, OMD
- Rachel Stewart, Head of Client Service, OMD
- Sam Burns, Digital Director, OMD
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Nomination
Company
Moody's ESG Solutions
Client
Moody's ESG Solutions
Summary
For decades, Moody’s has been predominantly known across financial markets as a credit rating agency. But, since environmental, social and governance (ESG) issues – such as those arising from climate change – will likely shape financial markets in the coming years, Moody’s has repositioned itself to become a global, integrated risk assessment firm uniquely placed to provide trusted ESG insights that lead to better decisions.
To ensure the Moody’s brand becomes more synonymous with ESG in a nascent and fast-growing market, in 2022, we launched our multi-channel “Comprehensive Coverage” media campaign – which sought to boost awareness of Moody’s range of ESG capabilities and its evolved market positioning in three focus regions: North America, and selected markets across EMEA and APAC, based on locations of high customer and prospect concentration.
We elevated our efforts with visually-striking creative and bolder messaging, a bespoke media buy and messaging strategy activated in each country. This campaign featured overarching messaging on three core capabilities: our new customer platform; the quality of company data; and our newly-enhanced methodology for scoring companies’ ESG performance.
The campaign focused on high-quality, localized and specialist media outlets reaching market practitioners. Supporting the external campaign was an internal push comprising messaging, sales training and sales enablement collateral.
External efforts included email and organic, earned social and media activity customized by region.
Highlight results included 169 quality leads generated and as well as the average monthly traffic through Organic Search to the Moody’s ESG Hub increasing by 89% versus pre-advertising averages.
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Entry video
Entry credits
- Dana Robertson, Creative Director, Neon
- Belinda Yee, Group Account Director, Ptarmigan Media
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Nomination
Company
InMobi, Wavemaker
Client
Tata Consumer Products
Summary
One in three Indian households wakes up to a cup of Tata Tea.
But for this 35-year-old leading Indian tea brand, waking up means more than just starting the day. It is about awakening the collective consciousness to issues of social importance.
Known for doing this with its distinct voice and signature “Jaago Re” (Wake Up) initiative, Tata Tea has been driving social impact since 2007.
On World Environment Day 2022, the brand wanted to address the issue of climate change – and spur people into taking immediate action.
Making this happen in an era of increased content consumption and decreased attention spans was a challenge: Tata Tea had to catch the eye in an unmissable way, keep the viewer hooked and urge them to act, all in a fleeting moment, without being preachy or predictable.
To achieve this, the brand worked with InMobi and Wavemaker to capture the attention of the audience on India’s lock screen platform, Glance. InMobi’s Glance presented an opportunity to engage the audience before they unlocked their phone, without any other content to distract them. Through striking visuals and an interactive slider with which the user could engage seamlessly without unlocking the phone, Tata Tea drove home the message of what the future would look like if people didn’t wake up to act for change around climate change. The result – a mammoth 10,000 pledges in just five days! The campaign also witnessed 1.9x times higher CTR and 74% of visits to the experience unit.
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Entry video
Entry credits
- Rajesh Pantina, Director - Marketing APAC, InMobi
- Sreeshna Ravindran Sreekishan, Head of Integrated Marketing, InMobi
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Nomination
Company
The Trade Desk
Client
Volvo New Zealand
Summary
Volvo New Zealand sought to launch a one-month programmatic ad campaign highlighting its core commitment to making the world a better place.
As well as focusing on its hybrid/electric vehicle SUV range, the automaker wanted to support high-quality local media featuring positive impact content.
Volvo partnered with The Trade Desk (TTD) and agency Together to help it achieve this.
The campaign team’s strategy included shifting media buying focus from “lowest cost” to “highest positive social impact.” It drew on TTD’s high-quality positive impact inventory, amassed from leading publishing partners.
Volvo also concentrated spending on sustainability-oriented content, identified through a virtual index for positive impact media created by Together. The campaign team then activated Oracle’s contextual targeting tool on TTD’s platform to run its ads alongside this content.
As well as leveraging brand-safe segments to build effective ad groups, Together created nine bespoke segments within the sustainability category. It also developed a tiered targeting strategy to rate these segments.
The targeting strategy used Volume Control, a tool powered by TTD’s AI system, Koa, to establish pre-defined criteria and priorities. Volume Control helped Volvo prioritize spending on intersections of segments with the highest positive social impact .
The campaign achieved:
• over 3 million impressions alongside high-quality, brand-safe content online
• a 477 percent increase in conversion rate when people were served an ad through both TTD and social media
• a 469 percent conversion rate increase when people were served an ad through both TTD and search.
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Entry credits
- Alexandra Maciver, Account Executive, The Trade Desk
- Waylon Fung, Trading Analyst, The Trade Desk
- Jason Waddell, Sr Account Executive, The Trade Desk
- Marcela Lin, Product Marketing Manager, The Trade Desk
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4
Best Use of Gaming
Description
Award
Company
Twitch
Client
5 GUM
Summary
Gen Zs are big into chewing gum but as it gets harder to reach them through traditional channels, how can a chewing gum brand foster a meaningful connection in a new and exciting way? Simple. 5 Gum teamed up with Twitch to launch Team CLUTCH, an elite squad made up of Australia’s favourite Twitch streamers. The 26 hours of streams were full of moments as the campaign exceeded performance, topped the Australia charts as the #1 Most Viewed Stream, #1 Highest Reach, #1 Total Minutes Watched, and saw an uplift of 14% in gaming association and 9% in purchase intent.
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Entry video
Entry credits
- Ben Hill, Marketing Director, Mars Wrigley
- Michelle Gazzola, Portfolio Director, Gum & Mints, Mars Wrigley
- Chris Johnston, Creative Systems Director , Mediacom
- Adam Pinto, Group Strategy Director, Mediacom
- Alex Gill, Group Client Director , Mediacom
- Ricky Chanana, Head of Sales, AUNZ, Twitch
- Edwin Hughan, Senior Creative Strategist, Twitch
- Joanne Garcia, Senior Program Activation Manager, Twitch
- Romee Adema, Senior Creative Producer, Twitch
- Alex Tran, Senior Client Success Manager, Twitch
- Hamish McPhee, Account Director, Twitch
- Louis Vigil, Producer, Eliphant
- Kimberly Huang, Project Manager, Eliphant
- Nico Cruz, Broadcast Design, Eliphant
- Yung Tek Koh, Partnerships, Eliphant
- Reuben Sim, Apparel Design Lead, Eliphant
- Regina Lai, Apparel Design, Eliphant
- Elicia Lee, Managing Director, Eliphant
- / soleKEFS, Talent, Twitch
- / PlayItShady, Talent, Twitch
- / AussieAntics, Talent, Twitch
- / PaladinAmber, Talent, Twitch
- / GeekGG, Talent, Twitch
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Nomination
Company
ADA
Client
SONY Pictures Indonesia
Summary
Following an abrupt halt due to the global pandemic, multiple waves of restricted movements were enforced and impacted various industries – including film industry. In Indonesia, the situation was similarly dire with the closure of almost 400 screens nationwide.
What used to be a favourite past time and one of the most hangout places were then part of history, almost. But, in the midst of this severe condition, Sony Pictures came knocking on ADA’s doors.
Sony Pictures wanted to market its latest franchise, “Spider-Man: No Way Home”.
It was a very specific challenge, extremely challenging, and it couldn’t come at one of the most difficult time in humanity. But then, ADA also has a solid strategy in creating a unique, instantly gratifying brand experience with contextual cuts to entice audience – through mobile gaming.
ADA leveraged on technology, creative assets, innovative approach and communicative means through the most feasible channel in the midst of restricted movements: mobile games.
Thus, with a solid strategy – and strict, specific execution – ADA managed to help Sony Pictures in diversifying its media plan and enlarging the creative portfolio for Indonesia, which brought Spider-Man: No Way Home into becoming the second biggest box office film of all time in the country.
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Entry credits
- Nita Astara, Marketing Director, SONY Pictures
- Azalea Noor Adriana, Marketing Publicity Executive, SONY Pictures
- Juwita Witchapraditha, Marketing and Promotions Executive, SONY Pictures Indonesia
- Ranjit Gogoi, Director Sales - Customer Engagement Solutions, ADA
- Arthur Constant, Gaming Lead - AVOD, ADA
- Putri Sinaga, Sales Operation Executive, ADA
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Nomination
Company
InMobi
Client
Unilever
Summary
During the pandemic, when most brands were struggling to maintain business, Paddle Pop grew – while staying true to its brand value of promoting “wholesome and playful moments between parents and kids”.
The pandemic was a time when children spent a lot of time at home, with limited outdoor activities or classes to keep them occupied. This meant that parents were struggling to find ways to build productive habits in their little ones while trying to spend quality time with them.
To make this possible, Paddle Pop leveraged mobile in a creative way. A 'game-plan' was charted to drive full-funnel efficiencies and significant impact across awareness, consideration, and conversion stages. The brand showcased a short video to grab the users' attention to the 'Choco Magma Land', an enticing game that needed no downloads. to drive consideration. “Choco Magma Land” had three levels with exciting challenges, giving both parents and children an immersive and adventurous ice-cream making gamified experience. Supporting consideration, Paddle Pop re-engaged users with rich media banners to drive conversions and then went on to accurately measure the campaign performance with a brand lift study.
The campaign CTR was 6 times the industry benchmark and led to massive lift in store visits – over 50% of the audience visited a store near their homes. The post-campaign brand lift study showed that 86% respondents took a positive action after watching it. Market penetration increased by 60+ basis points and Market share increased by 50+ basis points for the brand.
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Entry video
Entry credits
- Cadika Rachmawan, Senior Sales Manager, InMobi
- Sawitri Sadjimo, Assistant Sales Manager, InMobi
- Stefany Atmadja, Interactive Art Director, InMobi
- Vindy Sofina, Senior Interactive Designer, InMobi
- Vanya Anandita, Connection Planner, Mindshare
- Shitij Jain, Partner, Mindshare
- Nicole Imanuela, Connection Planner, Mindshare
- Aninda Fariza, Paddle Pop Brand Manager, Unilever
- Athluna Canthika, Paddle Pop Assistant Brand Manager, Unilever
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Highly Commended
Company
Digital Turbine
Client
Unilever Closeup / Mindshare
Summary
Unilever-owned Closeup, a leading toothpaste brand in the Philippines, wanted to achieve two things: 1) activate in the gaming space to take advantage of the skyrocketing rise of mobile gaming; and 2) gather fully-consented opted-in consumer information to develop its new customer retention and rewards program, Ucoin.
With the goal of hitting such objectives, Close-up collaborated with Mobile Legends Bang Bang, whose reach—23 million monthly active users in the Philippines—was undeniably a cut above the rest. Powered by Digital Turbine ad technology, the campaign leveraged the winning idea of value exchange: Closeup would collect user data from gamers, enroll them to Ucoin, and then gamers would then be rewarded with in-game MLBB 10-diamond coupons they could immediately use.
The pilot campaign was a stellar hit: The Closeup DAD Collection campaign is now a proven blueprint for successful data collection for Unilever brands.
Entry image
Entry video
Entry credits
- Rhouel Rallos, Media Planner, WPP Philippines (Group M)
- Paula Abjelina, Country Manager - Philippines, Thailand, & Vietnam, Digital Turbine
- Mira Hakim, Strategy Manager, Digital Turbine
- Giselle Milan, Senior Client Services Manager, Digital Turbine
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3
Best Branding Campaign
Description
Programmatic trading has become synonymous with direct response advertising but now is increasingly being used for branding campaigns. We want to reward the best of these.
Highly Commended
Company
Digital Turbine
Client
Unilever Closeup / Mindshare
Summary
Unilever-owned Closeup, a leading toothpaste brand in the Philippines, wanted to achieve two things: 1) activate in the gaming space to take advantage of the skyrocketing rise of mobile gaming; and 2) gather fully-consented opted-in consumer information to develop its new customer retention and rewards program, Ucoin.
With the goal of hitting such objectives, Close-up collaborated with Mobile Legends Bang Bang, whose reach—23 million monthly active users in the Philippines—was undeniably a cut above the rest. Powered by Digital Turbine ad technology, the campaign leveraged the winning idea of value exchange: Closeup would collect user data from gamers, enroll them to Ucoin, and then gamers would then be rewarded with in-game MLBB 10-diamond coupons they could immediately use.
The pilot campaign was a stellar hit: The Closeup DAD Collection campaign is now a proven blueprint for successful data collection for Unilever brands.
Entry image
Entry video
Entry credits
- Rhouel Rallos, Media Planner, WPP Philippines (Group M)
- Paula Abjelina, Country Manager - Philippines, Thailand, & Vietnam, Digital Turbine
- Mira Hakim, Strategy Manager, Digital Turbine
- Giselle Milan, Senior Client Services Manager, Digital Turbine
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Award
Company
ViewSonic
Summary
ViewSonic has been in the display business for over 30 years, being among the first to offer next-level resolution and color fidelity to PC gamers.
Through the process of launching our ELITE line in 2019, we learned that over 60% of gamers don’t consider themselves to be a ‘gamer,’ while also being overlooked by gaming brands in their primary messaging and market positioning.
To address this discrepancy, ViewSonic released the OMNI line and married both product lines under the overall umbrella of ‘ViewSonic Gaming’.
Hence the ‘United by Play’ campaign was born to facilitate this rebrand and drive consideration for ViewSonic Gaming – spearheaded by the slogan: “No matter why you game, we’re all United by Play”, and aiming to reconcile the disconnect between stereotypical ‘gamers’, casual players, and everything in between. We positioned ourselves as the most inclusive gaming display solution company that has something for everyone, without excluding anyone. We celebrated the thing that brings all players together – the love of the game.
Being a global initiative, the campaign consisted of offline and online activations across multiple continents. These included: building a new global landing page, an influencer-driven charity tournament during CES, engaging gamers through social media, digital advertising across YouTube and premium gaming publishers, and a competition to give our audience members a chance to win our fantastic monitors.
Trying to be inclusive and address the entire spectrum of gamers was a risk, but it paid off… BIG TIME!
Entry image
UBP Board.pdf
Entry video
Entry credits
- James Chu, CEO, ViewSonic
- Bonny Cheng, COO, ViewSonic
- Oscar Lin, GM, Monitor Business Unit, ViewSonic
- Melissa Wang, Global Product Development Manager, ViewSonic
- Vincent Yang, Global Product Development Manager, ViewSonic
- Ray Kao, Global Product Development Manager, ViewSonic
- Steven Yu, Global Marketing Director , ViewSonic
- Austin Powers, Global Strategy Director , ViewSonic
- Jim Tien, Global Marketing Project Manager, ViewSonic
- Amy Chang, Global Marketing Project Lead , ViewSonic
- Marcellus Wu, Global Influencer Marketing Manager, ViewSonic
- Tricia Ting, Global Creative Director, ViewSonic
- Blythe Lin, Global Video Director, ViewSonic
- Jason Chen, Global Art Director, ViewSonic
- Yuni Wu, Global 2D animator, ViewSonic
- Jim Klar, Global Copywriter, ViewSonic
- Billy Choi, Global Digital Campaign Manager, ViewSonic
- Ana Jonjic, Global Digital Campaign Executive, ViewSonic
- Charlie Wu, Global Digital Marketing Senior Manager, ViewSonic
- Molly Wu, Global Social Campaign Manager, ViewSonic
- Pammela Murphy, Global Social Media Executive, ViewSonic
- Carol Hsu, Global PR Senior Manager, ViewSonic
- Mackenzie Hartman, Global PR Executive, ViewSonic
- Jeff Volpe, President of ViewSonic Americas, ViewSonic
- Sally Wang, VP of Product & Marketing, ViewSonic
- Kevin Hertfelder , Marketing Communications Director, ViewSonic
- Jeff Muto, Director of Business Line, ViewSonic
- Kenneth Mau, Product & Channel Marketing Director, ViewSonic
- Danny Ordway, Vertical Marketing Manager, ViewSonic
- Ruben Caputo, Vertical Marketing Manager, ViewSonic
- Tina Chu, Senior Digital Marketing Manager, ViewSonic
- Ray Hedrick , Product Manager, ViewSonic
- Demetrius Wren, Director, Two Kids with a Camera
- Danielle Yen, Executive Producer , Select Entertainment
- Nancy Hsu, Global 2D Animator, ViewSonic
- Erique Chong, Global Illustrator, ViewSonic
- Ruyu Tsai, Global UI, ViewSonic
- Sam Perniskie, Global UX, ViewSonic
- Neon Wang, Global Director of Web Development, ViewSonic
- Riven Chen, Global UX/UI/Interaction, ViewSonic
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Nomination
Company
InMobi, Dentsu
Client
Wyeth Nutrition
Summary
Wyeth Nutrition believes that every kid has the potential to live their dreams, and healthy nutrition has an indispensable role to play in the same. The brand wanted to communicate its brand mission to #NurtureTheExceptional in Indonesian children.
Through a data-driven, mobile-first approach, and integration across platforms, Wyeth Nutrition wanted to establish product superiority for the S-26 Procal Gold – a growing-up milk formula – and drive purchases in a highly cluttered online environment. Wyeth Nutrition took the interactive route to achieve branding objectives. Analyzing data and identifying insights about premium target segments, the brand partnered with InMobi delivering a gamified mobile experience, to boost cognitive thinking in children and amplify product awareness in equal measure.
This experience gave kids a unique opportunity to role-play as doctors fostering effective learning in Indonesian children. The highly engaging nature of this branding exercise helped Wyeth Nutrition communicate the myriad benefits of the S-26 Procal Gold through seamless storytelling. The brand connected with 7 million Indonesians as the rich-media interstitial garnered a 3X click-through rate and a massive 1.7X overall engagement rate, as compared to industry standards. The post campaign brand lift study showed respondents had 70% ad recall and 79% positive actionability upon watching the ad.
This initiative was able to reflect the brand ethos in an engaging manner and led to Wyeth Nutrition ranking number one in the premium segment compared to its competitors in Indonesia with a market share of 26.4% – a 1.6% increase over six months.
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Entry video
Entry credits
- Maria Fransisca, Category Marketing Manager, Wyeth Nutrition
- Pramudita Sarastri, Brand Manager, Wyeth Nutrition
- Alfajri Putra, Digital Manager, Wyeth Nutrition
- Juan Miguel Alvarez, Business Manager, Wyeth Nutrition
- Sachi Thomas, Director, Wyeth Nutrition
- Faheem Merchant, Integrated Planning Director, Dentsu
- Hannah Fadhillah, Category Lead, Dentsu
- Raihana Afifah, Connection Planner, Dentsu
- Ehetesham Abbas, Digital Supply Solutions Director, Dentsu
- Ofel Alita, Programmatic Specialist, Dentsu
- Siddhi Khot, Programmatic Trader, Dentsu
- Nessiha Septiana, Brand Sales Manager, InMobi
- William Jhon, Ass. Sales Manager, InMobi
- Cadika Rachmawan, Sr. Sales Manager, InMobi
- Emil John, Lead Account Management, InMobi
- Hrithik Hardi, Analyst Account Management, InMobi
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3
Best Innovation
Description
Highly Commended
Company
Magnite
Client
Lazada
Summary
Magnite’s collaboration with Lazada Indonesia across its Ramadan campaign proves the ability of an SSP to maximize a brand’s multi-channel strategy with innovative end-to-end execution from strategic ad placement on premium publishers to efficient audience targeting that drive the efficiency of client ad dollars.
The campaign successfully delivered full funnel results from awareness to purchase, a testimony of how close collaboration between brand and technology vendors can drive effective results with the right media strategy. The Ramadan Campaign delivered a 66% ROI with 4.4% CTR and 9.7M+ impressions.
Lazada wanted to amplify its brand presence to drive more leads and traffic during Ramadan. Video streaming has become a favorite Indonesian pastime and leveraging this booming space, Lazada worked with Magnite to drive high performing campaigns with outstanding return on ad spend. Magnite handled the full campaign with programmatic ad delivery to reach key audiences through age and geo targeting. Instream video ads were strategically placed, prioritizing one of Indonesia’s largest video streaming platforms Vidio, and bonus display ads secured as a value add to increase performance. For broader reach, the video ads were placed across curated gaming and news entertainment sites.
The campaign success was quantified by Magnite’s complimentary brand lift study demonstrating campaign effectiveness, delivering comprehensive insights that drove future strategies.
The video campaign proved results of innovatively strategizing the best channels while leveraging the power of programmatic activation and interactive ad creatives to deliver success with maximum impact and tangible sales output for the client.
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Entry video
Entry credits
- Intan Ayu Kartika, CMO, Lazada
- Muchammad Esa Putra, Vice President Brand Media, Lazada
- Shahreza Sendhang Rasendrya, Brand Media Sr. Analyst, Lazada
- Angela Levira Sumigar, Brand Media Manager, Lazada
- Tri Sadewi, Senior Director Demand Facilitations, Magnite
- Peter Karundeng, Account Director, Supply Operations, Magnite
- Bryan Lee, Account Manager, Magnite
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Award
Company
Together
Client
AIA New Zealand
Summary
This unique and highly innovative real-time search solution enabled AIA New Zealand to capitalise on its big spending competitors.
The solution uses real-time competitive data and search technology powered by smart analytics, and has driven outstanding results.
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Entry credits
- Kris Hadley, Managing Partner, Together
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Nomination
Company
mCanvas
Client
Yahoo! Mail
Summary
Yahoo! wanted a highly engaging and innovative ad to promote its free 1000GB storage space for in-app users. The mailing platform wanted to create a strong brand recall in a highly competitive space with this campaign. Generating maximum awareness about the features of the app, they wanted the ad to particularly stress the ginormous storage space it was offering for free. Partnering with mCanvas, Yahoo! came up with an innovative gamified ad format that highlighted the challenges users faced when it came to mailing applications and storage space.
The interstitial ad highlighted how users need not compromise or take tough decisions when it came to making space in their mailbox. Users saw bubbles float up on their screens consisting of problems they faced and notifications they received once their mailbox was full. As they popped the bubbles, a progress bar indicated how much more storage space they gained. The closing screen re-iterated the 1000 GB storage space the user will get for free. The CTA ‘Download Now’ redirected the user to the phone’s app store where they could download the app.
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Entry video
Entry credits
- Akshay Nandoskar, Associate Director APAC & ME , mCanvas
- Dhruvil Kamdar, Sr. Manager, Client Servicing (Global), mCanvas
- Nigel DSouza, Marketing Manager, mCanvas
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2
Most Effective Use of Creativity
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please let us know.
9
Most Effective Contextual Ad Targeting Campaign - New for 2022
Description
Nomination
Company
ADA
Client
Fonterra
Summary
Context and Challenge
Supermarkets have an overwhelming amount of food choices, and something as plain as butter can be easily ignored. Anchor Butter needed to stand out to bring butter back on the plates of Filipinos. But it did not launch any major ad campaign for over 3 years, so the brand’s relevance and recall has already declined.
Insight and Strategy
TikTok has the power to turn any food into a trending topic. Because of all these trending recipes uploaded and recreated by TikTokers, the app has turned into the world’s biggest cookbook. It was the perfect platform for reintroducing Anchor Butter to Filipinos – one of the top social media users in the world.
Idea and Execution
Through our #AnchorButterDaysAhead hashtag, we challenged TikTokers to try different recipes while using Anchor Butter. As food content creators cooked dishes ranging from savory to sweet, millions of Filipinos consumed their content and thousands of TikTokers made their own versions after seeing our product’s versatility in the kitchen.
Results
In just 3 days, our campaign accumulated 20.8 million video views and our page received 418,409 page views along with 454,000 engagements using our hashtag. Anchor Butter also gained a 95% uplift in online brand awareness on TikTok, resulting to an 11% increase in sales versus the previous year.
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Entry video
Entry credits
- Mayi Baviera, Country Director, ADA
- Katrina Torres, Head of Creatives, ADA
- Barny Rivera, Creative Director , ADA
- Shawn Wee, Key Account Director, ADA
- Key Acanto, Head of Content and Copywriting, ADA
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Nomination
Company
ADA
Client
Smart Axiata - Pleng
Summary
Can a small homegrown music app win against global streaming giants?
That was the question on our mind as we set out to enable local music App Pleng as the go to #1 music streaming platform for Cambodians, while competing against global giants Spotify and YouTube. YouTube used as the ultimate free streaming platform for music and Spotify entering the market with more than 180 million Premium users globally.
There were two major challenges:
1. How to convince the consumer to stop using YouTube and instead shift to Pleng to enjoy their favorite music.
2. Global leader Spotify officially entering the market, capitalizing on their already existing user base of Cambodians and foreigners, and going heavy with their Marketing Campaigns
Despite the challenges, Smart and Pleng strived to reach as many potential users as possible in shortest time.
The Pleng App Campaign is still ongoing. We continue to sharpen our understanding of our audiences and aim to implement more persona building to continue our hyper targeted creative messages.
For the year of 2021, the campaign has gathered:
- 2.1million downloads across all platforms (600,000 more than the commitment)
- Maintained a CPA of $0.30 ($0.05 below the committed KPI)
- 1.6million loyal users who have continuously used the app more than 3 times after the initial install (600,000 more than the commitment)
- 80.26% Retention Rate (14.26% more than the commitment)
- 684,000 Monthly Active Usage (84,000 more than the commitment)
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Entry credits
- Dara Din, Strategy & Planning Manager, ADA
- Mouy Heang Seab, Digital Planning & Strategy Manager, ADA
- Phon Piseth, Head of Marketing, Smart Axiata
- Ngychanraksmey Chhun, Senior Marketing Specialist, Digital, Smart Axiata
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Nomination
Company
Channel Factory
Summary
How can SBS reach and raise awareness for the vast array of non-English language SBS On-Demand video content library, while increasing scale? Renowned for its culturally diverse programming, SBS wanted to explore new technology solutions to further engage and communicate with a sophisticated, multilingual audience. This meant working with a technology partner capable of implementing bespoke contextual targeting to brand suitable content on YouTube.
Channel Factory's advanced ViewIQ Ad Tech solution plus bespoke brand suitability strategies curated 11k channels from 25M YouTube channels for the SBS In-Language campaign.
The results were accurate in-content language & contextual alignment, minimal media wastage against misaligned content spend and 90%+ growth in total watch time.
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Entry credits
- Alex Littlejohn, Managing Director, Channel Factory
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Highly Commended
Company
Acquire - Data Driven Advertising
Summary
For the past two years, the industry has been fixated on what will happen when digital advertising loses its reliance on cookies. There has been a lot of talk about first-party data, contextual advertising, and new ways of measuring, such as attention, but there are few real-life examples of these in action. That is until Acquire & Oracle partnered on a mission to put these to the test with a customised, real-time campaign.
Working with a financial services client, Acquire used a range of Oracle’s solutions alongside first-party data to create highly customised contextual audience segments, while proving that this customization had a greater impact than off-the-shelf audience segments. Acquire then used this feedback loop of data to be able to optimise and create a sustainable strategy for the long-term that did not rely on third-party cookies.
To cut through the clutter and develop a contextual targeting solution, Acquire developed a sophisticated, deterministic model for media targeting through a first-of-its-kind combination of first-party audience lists and an analysis of DSP impression logs based on this audience’s behavior. This was then fed through Oracle’s contextual intelligence engine to deliver a custom audience segment that was always relevant, as it was based on the brand’s first-party data and the content its users were consuming.
By identifying unique, high-fidelity audiences, the brand was able to build look-alike models based on content consumed by users visiting their sites driving a 63% uplift in CTRs and a 28% increase in applications.
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Entry credits
- Ashwin Sndaram, GM - Data & Performance, Acquire - Data Driven Advertising
- Zane Furtado, GM - Technology & Innocation, Acquire - Data Driven Advertising
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Nomination
Company
Integral Ad Science
Client
Matterkind Singapore
Summary
Integral Ad Science (IAS) and Matterkind Singapore worked closely with a well-known international school in Singapore to drive enrollment by targeting international workers and expats to sign-up for open houses. Due to the COVID-19 pandemic, the school had to shift its focus to purely digital activations, including making its open houses virtual.
To address this, Matterkind Singapore aimed to deliver quality leads and future-proof the advertiser’s digital strategy by using cookieless targeting solutions and activating contextual strategies.
Matterkind Singapore activated IAS’s Context Control Targeting as part of a robust test-and-learn framework that compared results objectively across the audience and contextual solutions. It enabled them to target contextually relevant content without the use of third-party cookies. This helped increase the advertiser’s awareness and consideration through
-Accurate classification at scale of content using best-in-class semantic intelligence
-Deeper classification of content through sentiment and emotion detection
-Key audience proxy segments of starting a family and back to school- elementary and high school
Matterkind Singapore also found that by using IAS's Context Control Targeting (compared to audience targeting), they achieved stronger key metrics including
-68% increase on click-through rate (CTR)
-43% decrease in cost per click (CPC)
Lani Jamieson, Head of Client Solutions, Matterkind APAC said, “Our approach at Matterkind Singapore thrives on innovation. We continually seek ways to drive greater efficiencies and test the latest advancements in adtech, these are important as we prepare for a cookieless future. IAS’s Context Control solution is a great example of putting this into practice.”
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Entry credits
- Pooja Singh, Director of Communications and Content, APAC, Intergral Ad Science
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Nomination
Company
InMobi, Sprite
Client
Coca-Cola Company
Summary
When Indians think “refreshing”, they think Sprite. Launched in India in 1999, this aerated beverage brand by The Coca-Cola Company has been known for its fresh, witty, relatable approach to connecting with its consumers and encouraging them to refresh themselves.
As the country got back on its feet after the pandemic, Indians were no longer used to the incessant traffic and hot weather. In this reality, Sprite saw an opportunity to connect with them and drive purchase intent. With its campaign, “Thand Rakh” (Stay Chill), the brand wanted to remind people to keep cool during heated moments like these – with Sprite.
But to make this successful, context was key. Sprite had to reach people while they were commuting, right when they felt the need for something refreshing.
The brand partnered with InMobi to deliver a captivating experience through Dynamic Creative Optimization. First, the brand reached the right audience (data-savvy millennials, upscale residents and employees) through location intelligence via Polygonal Mapping. Next, it identified where this audience would spend time while commuting and targeted those places – gaming, sports, news and entertainment apps. Finally, the brand detected their live location and traffic condition through location and weather API integrations; serving custom creatives based on the situation, asking them to chill in traffic with Sprite. They were then led to the e-commerce site Blinkit to buy the drink, which would be delivered in minutes!
This thoughtfully crafted contextual ad targeting campaign drove 144,000+ e-commerce site visits in just two weeks!
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Entry video
Entry credits
- Rajesh Pantina, Director - Marketing APAC, InMobi
- Sreeshna Ravindran Sreekishan, Head of Integrated Marketing, InMobi
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Nomination
Company
InMobi, GroupM
Client
Star Sports
Summary
Being the official telecast partner for the India vs. South Africa (SA) cricket test series (The Freedom Series) in India, Star Sports aimed to create buzz among Indian Cricket fans, riding on the fact that the Indian Cricket team had never won a Freedom Series on South African soil.
The brand launched its campaign, #FirstKaThirst (Thirst for Firsts) to drive awareness and interest in the series among Indian fans. Partnering with GroupM and InMobi, Star Sports devised a unique storytelling mobile campaign and spread the campaign message by:
1. Mapping Cricket Lovers Across the Nation Through Effective Use of Data: With InMobi Audiences and unified data from advanced location intelligence deployed location polygons around their places of interest (play arenas, stadiums, tech parks and colleges) and apps they use, the brand identified the many avatars of the cricket-loving audiences in India.
2. Capturing Mindshare with Contextual Targeting:
Showcasing different locations on the world map and highlighting the first overseas wins of the Indian cricket team across Australia, England, Pakistan and West Indies, Star Sports struck a chord with Team India’s supporters. The viewer could then click on the South Africa pin to see the campaign video and further explore match details.
Through this campaign, 35% of engaged users showed interest in the series and 45% of interested users interacted with location pins! Overall, Star Sports saw 4% extra time spent as compared to the industry benchmark, making it clear that they hit it out of the park.
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Entry video
Entry credits
- Rajesh Pantina, Director - Marketing APAC, InMobi
- Sreeshna Ravindran Sreekishan, Head of Integrated Marketing, InMobi
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Award
Company
Together
Client
Wendy's New Zealand
Summary
This entry outlines how smart data combined with custom-built technology enabled Wendy's to find unique thirst contexts and a unique source of sales growth.
We took weather-triggered advertising to the next level through deep data analytics and custom technology that enabled us to find an untapped audience on TikTok for Wendy’s.
Over 10million data points were analysed to build super-custom weather triggers. We then created a custom-built API solution to integrate with social platforms including TikTok, allowing Wendy’s Summer Sparklers to be served at the most valuable moment by store region. It was the first time in Asia-Pacific that an agency had used a custom API solution in this way.
It drove an immediate sales uplift across not only the Sparklers range but the entire Wendy’s menu.
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Entry credits
- Suraj Barnawal, GM Data, Technology & Programmable, Together
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Nomination
Company
ADA
Client
PETRONAS Dagangan Berhad
Summary
With an ever-changing world and consumer demands, meeting the needs of various consumers may seem like we are going after a moving target. ADA has been able to drive exponential growth through IFA targeting and personalised ad targeting. This helped us to effectively capture the ideal petrol consumers that helped Malaysia’s petrol brand increase its fuel and non-fuel business. Being in the consumers mind with big data, personalised audience segments, and personas were crafted to get creative contents a step closer to the consumers, improve engagement, and more importantly, to increase the stickiness of PETRONAS as a brand with the consumers.
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Entry video
Entry credits
- Bee Yin Low, Country Lead, ADA
- Safder Ali, Head of Integrated Strategy, ADA
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0
Fashion, Health, Beauty or Luxury - New for 2022
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain this, please let us know.
4
Best Ad Sales Team of the Year
Description
For any programmatic ad sales team. Who are the best team out there? If you think yours sales team is the best, then make sure you enter this category.
Nomination
Company
ADA
Summary
The ADA Advertising Video-On-Demand (AVOD) team is a very young sales team compared to any others in the industry. Formed in late 2018, the team dedicated its efforts to offer prestigious brands such as L’Oreal, Netflix or Sega unique ad placements among the most popular and high-end OTT platforms to reach audiences where they like to spend most of their time in the day.
ADA’s journey started with main OTT platforms such as Iflix and Hooq and keep being diversified an enlarged since then, adding more promising and booming channels and Mobile Gaming apps in 2021.
More options gathered to offer most customizable solutions and the latest trends to our prestigious and diversified clients such as GoDaddy in SG, Yodoo in Malaysia, GCash in Philippines, Sony Pictures in Indonesia, FoodPanda in Bangladesh, LG in Korea.
That solution’s consolidation and diversification come along with an incredibly fast YoY progression from year 1, and from ground zero from surpassing the $1 million-dollar mark in 2021.
And what’s ahead for this already amazing AVOD team?
- Keep identifying innovative Data-Driven Solutions in the region, injecting the ADA DNA into our deliveries to clients
- Keep adding new publishers in our bouquet of Premium Inventories to diversify the contextual ad breaks and enlarge the ad capabilities,
- Leverage our in-house content solutions with new advanced branded experiences for clients
After all, in ADA, we’re all about delivering meaningful business outcomes to our clients.
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Entry credits
- Arthur Constant, Gaming Lead, ADA
- Ranjit Gogoi, Sales Director, ADA
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Nomination
Company
Clear Channel Singapore
Summary
Bringing value to both our partners is of key importance to our business and we aim to play that role in providing accurate market sensing, applying critical thinking skills and strategic long-term planning to ensure that these plans contribute to a sustainable business.
Especially over COVID, we have maintained being agile and fast to meet to our advertisers demand by recommending the best model to suit their needs e.g. the Assisted Service when they are new to pDOOH and we manage end-to-end, DIY Service to give them control to start/ stop or increase/ decrease their campaign buys.
In all the years, our achievements are attributed to Clear Channel’s Commercial team, who has to date, won Best Commercial team, Best Creative Team, and multiple award-winning Media Commercial person.
We continue to challenge the status quo and refine our programmatic solution to better meet our advertisers’ objectives and recommend the best OOH approach that will deliver results.
Today, we have a team that we believe captures all the prospects of the future who will continue the work that progressively enables an out-of-home business through digital, tech and scale.
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Entry credits
- Shemberly Chun, Depute Head, Sales, Clear Channel Singapore
- Anna Chong, Senior Manager, New Business and Digital Growth, Clear Channel Singapore
- Wee Keong Lee, Senior Manager, Sales, Clear Channel Singapore
- Kimberly Lim, Manager, Sales, Clear Channel Singapore
- Amanda Woo, Chief Development Officer, Clear Channel Singapore
- Michele Low Richards, Senior Manager, Digital Operations, Clear Channel Singapore
- Cheryl Loon, Senior Manager, Marketing, Clear Channel Singapore
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Highly Commended
Company
The Trade Desk
Summary
Commercial growth for The Trade Desk (TTD) has been significant during the judging period
We believe 2021/22 has been a standout year. In times of uncertainty, our clients became more deliberate with every advertising dollar, allowing us to demonstrate how programmatic advertising can play a critical role in gaining market share. We doubled down on the value of programmatic advertising and drove significant demand for data-driven advertising in easily consumable environments on the open-internet, resulting in over 50+ new clients.
We are taking critical action to preserve the open-internet by participating in industry events, media interviews and engaging with industry stakeholders. We launched Unified ID 2.0 - a better approach to identity for advertisers, publishers, and consumers across the open internet – resulting in significant support from leading over-the-top (OTT) platforms in Southeast Asia.
We safeguarded our people while creating new jobs and upskilled the industry, clients and partners through our education platform, The Edge Academy. With a focus on innovation and unrivalled partnerships, we continue to lead the market and improve the overall customer experience through our mission to enhance trust in the ecosystem, while preserving the open internet. We’ve received multiple industry accolades, recognising TTD as a great place to work, our people and the impact of our campaigns.
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Entry credits
- Mitch Waters, Senior Vice President (SEA), The Trade Desk
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Award
Company
iClick Interactive Asia Group Limited
Summary
iClick’s Global Account Management (GAM) Team consists of 10 digital evangelists with profound knowledge and extensive experience in Digital China dedicated to address global travel retail (TR) clients’ needs by providing all-rounded and tailor-made solutions in identifying and reaching their potential customers in China. The Team directly manages a broad spectrum of leading global TR accounts, including 25+ prestige brands, helping them adopt data-driven approach to digital marketing in terms of strategic media planning, budget allocation, campaign management, navigate internal and external challenges and foresee future opportunities.
In 2021, the GAM Team has delivered over 48 diversified digital campaigns with customized full-stack solutions for their direct TR clients which includes paid media, WeChat mini-program development, KOL and OTA collaborations, demonstrating a 269% increase compared with 2020. Overall, the campaigns yielded impressive results by overachieving 100% campaigns’ KPI targets. The success of the Team is also evidenced by the trust and huge surge in ad spending contributed by their long-term clients, measuring a 350% investment growth versus 2020. These truly acknowledge the Team’s capability and dedicated efforts to serve clients based on their evolving needs and business objectives.
The GAM Team has received growing regional industry recognition such as being highly commended in the category of “Best Buy Side Team” at The Drum Awards for Digital Advertising APAC in 2021. The team also attained the Gold Stevie Award at Asia-Pacific Stevie® Awards, under the category of “Most Innovative Advertising or Marketing Team of the Year”.
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Entry credits
- Cody Chan, Vice President, International Business, iClick Interactive Asia Group Limited
- Carrie Hui, Associate Director, International Business, iClick Interactive Asia Group Limited
- Matthew Wong, Senior Director, Account Management & New Services, iClick Interactive Asia Group Limited
- Corrine Zhang, Senior Account Manager, iClick Interactive Asia Group Limited
- Pauline Chau, Senior Account Manager, iClick Interactive Asia Group Limited
- Nathan Tai, Senior Account Manager, iClick Interactive Asia Group Limited
- Xiao Han, Account Manager, iClick Interactive Asia Group Limited
- Kenny Kan, Account Manager, iClick Interactive Asia Group Limited
- Cindy Chan, Associate Account Manager, iClick Interactive Asia Group Limited
- Kammy Kung, Associate Account Manager, iClick Interactive Asia Group Limited
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