Asian Marketing Effectiveness Award Winners

The winning campaign was the result of a brief from client Coca-Cola in Japan to create a new brand of market leading mineral water called I-LOHAS. The brand introduced an ultra-light ‘crushable’ plastic bottle which uses 40 per cent less resources in the manufacturing process. The bottle can be twisted to crush it which became a powerful symbol and communications device.

As a result, Coke sold 200 million bottles of I-LOHAS in six months, becoming the market leader, and the campaign generated the equivalent of US$390 million in media cost.

According to Paul Heath, CEO of Ogilvy & Mather Asia-Pacific and judge: "Packaging is beginning to play a much more important role in the marketing campaign, in this example, packaging is where it all started. This campaign stood out as a very clear winner and something that was completely integrated."

On winning the Platinum Award, David Elsworth, vice president of creative excellence in Japan for the Coca-Cola Export Corporation, said: "It is a great honour. It's also hugely satisfying to win an award for a marketing campaign which is not just commercially successful but also helps deliver on our corporate vision of sustainability."

Elsworth added that the brand has now sold 300 million bottles.

Lowe Asia won two Gold Awards including Best idea for it's Unilever Asia 'Power of 1' campaign. Ogilvy in Mumbai, Shanghai, Thailand, Hong Kong, Sydney, Taiwan and Asia-Pacific took home a total of 12 awards including two Gold Awards for Vodafone Essar campaigns in Mumbai. JWT also won big across Asia and BBH Singapore was awarded Gold and Bronze for it's Axe 'Call Me' campaign.

Here are all the winners listed in order of winning agency, campaign name and advertiser.

Platinum Award
CE Japan/ Hakuhodo Creative Vox/ Hakuhodo
Crush Eco
Coca-Cola Japan


Best Integrated Marketing Campaign
GOLD
CE Japan/ Hakuhodo Creative Vox/ Hakuhodo
Crush Eco
Coca-Cola Japan

SILVER
Ogilvy & Mather Mumbai
The Vodafone Zoozoos
Vodafone Essar

BRONZE
BBH Singapore
Axe Call Me
Unilever Asia HPC Development


Most effective use of advertising
GOLD
Ogilvy & Mather Mumbai
The Vodafone Zoozoos
Vodafone Essar

BRONZE
JWT Bangalore
Jiyo Easy (Live Easy)
ING Vysya Bank

BRONZE
Ogilvy & Mather Thailand
Value oneself by caring for others
Thai Life Insurance


Most effective use of direct marketing
BRONZE
TEQUILA 
Take the Wheel 
Nissan


Most effective use of interactive marketing
GOLD
BBDO Guerrero / Proximity Philippines
Grandma Techie
Bayan Telecommunications

GOLD
OgilvyOne Worldwide, Mumbai
Guess who has a larger fan following than Mickey Mouse?
Vodafone Essar

BRONZE
Lowe Asia
Conversation
Nestle Vietnam

BRONZE
Ogilvy & Mather Shanghai & Iconmobile China
Red Flag Explorer Movement
The North Face (VF Asia)

Tencent MIND Award Winner
Ogilvy & Mather Shanghai & Iconmobile China
Red Flag Explorer Movement
The North Face (VF Asia)


Most innovative use of media
GOLD
JWT
Kit Kat Mail
Nestle Japan

BRONZE
JWT Mumbai
Street to School
Maharashtra Janvikas Kendra

BRONZE
McCann Worldgroup Hong Kong
Happy Whistling Machine
Coca-Cola China


Best marketing campaign for regional brand development
GOLD
BBH Singapore
Axe Call Me Campaign
Unilever Asia HPC Development

SILVER
Ogilvy & Mather Asia Pacific
Andy and Lily in Clothworld
Unilever Asia

BRONZE
Lowe Asia
With Lifebuoy, your nation will be healthy!
Hindustan Unilever


Best marketing campaign for national brand development
GOLD
CE Japan/ Hakuhodo Creative Vox/ Hakuhodo
Crush Eco
Coca-Cola Japan

SILVER
Ogilvy & Mather Hong Kong
MTR "Caring for Life's Journeys"
MTR Corporation

BRONZE
JWT
Persuading A Billion
All India Congress Committee


Best brand loyalty marketing campaign
BRONZE
Bates Taiwan
Loyalty in 42 days
Vitalon Foods Company


Best sustained success
GOLD
BBDO Indonesia
Anlene Movement Indonesia
Fonterra Brands Indonesia

SILVER
Ogilvy Sydney
Panadol "It's my choice"
GlaxoSmithKline

BRONZE
Naga DDB
Yellow Coverage Fellow
DiGi Telecommunications


Most effective use of branded content
GOLD
PHD Hong Kong
The Gem of Life
Ma Belle Jewellery

BRONZE
Ogilvy & Mather Mumbai
Pulsar MTV Stunt Mania
Bajaj Auto


Most effective use of sponsorship and event marketing
SILVER
Lowe Asia
Clearmen Freestyler
Unilever Vietnam

SILVER
Tribal DDB Singapore
F1 at Changi: 911 versus 747
Changi Airport Group

BRONZE
Ogilvy & Mather Taiwan
A Star is Born
Kimberley-Clark Taiwan


Most effective use of product design and packaging
GOLD 
CE Japan/ Hakuhodo Creative Vox/ Hakuhodo
Crush Eco 
Coca-Cola Japan

SILVER
BBDO Guerrero / Proximity Philippines
Pepsi 'Kada Can': Get Your Barkada On The Can
Pepsico International

BRONZE
G2 KL 
Stand Out with Tiger Beer
Guinness Anchor Marketing


Most effective use of public relations
SILVER
Grey Public Relations
PrimeCredit: Supporting Hong Kong People in Breaking the Guinness World Record for the Loudest Scream
PrimeCredit


Best small budget marketing campaign
GOLD
Lowe Asia
Power of 1
Unilever Vietnam

SILVER
DDB Group Singapore
SunStopper
Johnson & Johnson

BRONZE
OgilvyOne Worldwide, Beijing
IBM Rational Software Conference (RSC) 2009
IBM China


Best insights / strategic thinking
SILVER
Starcom Mediavest Group Philippines
Skelan Nationwide Church Invasion
United Laboratories


Best ideas
GOLD
Lowe Asia
Power of 1
Unilever Vietnam

SILVER
Clemenger BBDO/Proximity Melbourne
Let's Talk
Mercedes-Benz Australia


Most effective use of eco / green marketing
SILVER
CE Japan/ Hakuhodo Creative Vox/ Hakuhodo
Crush Eco
Coca-Cola Japan

BRONZE
JWT Mumbai
Save Fuel Yaani Save Money
Petroleum Conservation Research Association (Government of India)


The awards ceremony concluded the two-day Asian Marketing Effectiveness (AME) festival held at the Pudong Shangri-La in Shanghai.