BBDO/Proximity, OgilvyOne win big at the Asian Marketing Effectiveness Awards

BBDO Guerrero/Proximity Philippines won a Gold Award for its Grandma Techie campaign, launched for client Bayan Telecommunications. The campaign sought to raise the digital profile for the agency’s client, which was number four in the Philppines’ broadband internet category, and used the fictional character Lola “Grandma” Techie (pictured) as its vehicle to show how ‘Bayan DSL simplifies things for you’.

Grandma Techie registered on Facebook, YouTube, Twitter, Yahoo, Plurk, Gmail and Multiply to create greater engagement with audiences. The campaign led in effectiveness for gaining US$3.16 million (144 million pesos) worth of free media impressions – six times the value of its paid media – and earned Bayan a 700 per cent increase in customer enquiries through the hotline and website.

Of the campaign, awards judge and CEO of DDB Asia-Pacific, Japan and India, John Zeigler, said: "We were impressed by how it used the contrast of online with a real life person. It created enormous social activity and generated an amazing response."

OgilvyOne Worldwide, Mumbai, also took home a Gold Award for their Vodafone Essar campaign ‘Guess who has a larger fan following than Mickey Mouse?’

OgilvyOne leveraged Vodafone’s India Premier League sponsorship to create identities for its client’s Zoozoos brand characters. Through a Facebook fan page, a dedicated YouTube channel and a mobile site, audiences could interact with the characters and watch Zoozoos clips and ads. The Zoozoos eventually had 315,000 fans on Facebook – more than Mickey Mouse, Donald Duck, film star Amitabh Bachchan and cricketer Sachin Tendulkar – and the term ‘Zoozoos’ was the third most searched keyword on Google India through most of the campaign period.

"If you look at what we are trying to do as a business, we felt that, if there were one campaign we all would liked to have done, this is it," Zeigler said of Ogilvy’s campaign.

Taking home Bronze Awards in the same category was Lowe Asia for its ‘Conversation’ campaign for Nestlé Vietnam, and Ogilvy & Mather Shanghai and Iconmobile China for its ‘Red Flag Explorer Movement’ campaign for The North Face.

The “Red Flag Explorer Movement’ campaign additionally won the Tencent MIND Award, sponsored by Chinese internet giant Tencent.

Click here for a full list of the nights winners.