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May 31, 2018

Tangrams shortlist released

The 2018 shortlist for the Tangrams effectiveness and strategy awards, which will be presented during Spikes Asia in September, contains 167 shortlisted entries.

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The organisers of the Spikes Asia have released the shortlist for the Tangrams effectiveness and strategy awards, , which will be presented during the Spikes Asia festival in September in Singapore.

The shortlist has 167 entries across its five sections:

Data & Analytics (20)
Digital Strategy (42)
Ecommerce (13)
Effectiveness (50)
Media Strategy (42)

“Every year the quality of entries we see continue to inspire the jury," said Joe Pullos, Spikes Asia and Tangrams Festivals Director. "2018 is no exception. All entries were put through a rigorous first-round of evaluation by our industry jury over two weeks to determine the shortlist."

The shortlisted entries will again be reviewed and evaluated by the jury in the second round ahead of the final live judging in Singapore to determine the ultimate winners. :

In addition to the Tangrams awards, Spikes Asia also includes Tangrams Effectiveness @ Spikes, a two-day conference programme. The Spikes Asia Festival of Creativity takes place from 26 to 28 September.:

The complete shortlists in each category follow.

DATA & ANALYTICS
Campaign title	Advertiser	Entrant company	Country
ANALYTICS & INSIGHTS
DAA01. WEB ANALYTICS
Propensity to DJ	Serato	MBM	New Zealand
DAA03. DATA MINING - AUDIENCE ASSOCIATION & CLUSTERING ANALYSIS
How KFC used data to win the burger wars	KFC	Reprise	Malaysia
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
STRATEGY & TECHNIQUE
DAS01. AUDIENCE SEGMENTATION
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
DAS02. RESPONSE / REAL TIME DATA
How KFC used data to double down McGoliath	KFC	Reprise	Malaysia
DAS03. DATA STORYTELLING
CEREBRO: The Video Recommendation & Personalisation Wizard	Krispy	Mindshare	India
Exploring the Power of Emotion	Huawei Explorers	BBC World	Singapore
Rexona's Data-driven Drama, Resolves a Social Stench	Rexona Men	PHD	Hong Kong
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
DAS04. PERSONALISATION
3M Life Hacks	3M	McCann Worldgroup	Singapore
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
DAS06. MULTIPLE DATA SOURCING / MERGING
Closing the online-to-offline data loop for Shell Fuels	Shell	MediaCom	Malaysia
Lifebuoy First Line of Defence	Lifebuoy Soap	Mindshare	Indonesia
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
Rexona's Data-driven Drama, Resolves a Social Stench	Rexona Men	PHD	Hong Kong
USE OF DATA TECHNOLOGIES & TOOLS
DAU04. BUSINESS INTELLIGENCE
The Non-Human Data Scientist	Vaseline	Mindshare	India
DAU06. INNOVATION USE OF DATA TECHNOLOGY
HKJC Striding On With A.I Image Recognition	The Hong Kong Jockey Club	PHD	Hong Kong

DIGITAL STRATEGY
Campaign title	Advertiser	Entrant company	Country
DSP03. FOOD PRODUCTS
Turning KFC into gamers' playground	KFC	Mindshare	China
Kissan Tiffin Timetable	Kissan Ketchup & Jam	Mindshare	India
DSP05. PHARMACEUTICALS, BEAUTY PRODUCTS, COSMETICS & TOILETRIES
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
DSP06. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
VANS: enhancing brand identity in the New	VANS	Accenture	Singapore
Creating a new source of growth for Alienware	Alienware	MediaCom	China
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
DSP08. LIFESTYLE
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
DSP10. PUBLICATIONS & MEDIA
Helping Newshub Win the Election	Newshub	PHD	New Zealand
DSP12. CHARITIES, PUBLIC HEALTH & SAFETY AND PUBLIC AWARENESS MESSAGES
#PowerlessQueen	Project Nanhi Kali	WATConsult	India
DSS02. WEBSITES & MICROSITES
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
#PowerlessQueen	Project Nanhi Kali	WATConsult	India
DSS03. MOBILE
The Golden McNuggets Heist	McDonald's	DDB Group	Hong Kong
HBO's Suicide Squad On WhatsApp	HBO India	FoxyMoron Media Solutions	India
The Flixonase Allergy Monitor	Flixonase	MediaCom	China
Shell Helix Helped Malaysians Drive Back Home Safely By Utilizing Crowd-Sourced Data	Shell Helix	MediaCom	Malaysia
Pepsi Sing Your Own Music Moment	Pepsi	Mindshare	Vietnam
Turning KFC into gamers' playground	KFC	Mindshare	China
Neutrogena Free Under the Sun	Neutrogena	UM	China
Chocopie Summer 2017	Chocopie	Wavemaker	Vietnam
Watson's Thirst For Loyalty	Watson's Water	Wunderman	China
DSS04. GAMING
The Golden McNugget Heist	McDonald's	DDB Group	Hong Kong
DSS05. VIDEO
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
The Taste That Grabs You	Heinz Tomato Ketchup	FoxyMoron Media Solutions	India
Stand Up	Manulife	J. Walter Thompson	Philippines
#SelaluTauMusik - ABC OK Google	Google Search App	Lion Digital	Indonesia
Axelerating AXE Positioning	AXE Deodorant	Mindshare	Indonesia
The Sunsilk Cheerkada	Sunsilk Philippines	Mindshare	Philippines
Rexona's Data-driven Drama, Resolves a Social Stench	Rexona Men	PHD	Hong Kong
DSS07. ONLINE CONTENT (EXCL. VIDEO CONTENT)
My Hong Kong Buddy	Hong Kong Tourism Board	DDB Group	Hong Kong
DSS08. OTHER DIGITAL SOLUTIONS
Rhythm of Love Wall	7-Eleven	ADK	Taiwan
Pond’s Gains Ground by Train	Pond’s	Mindshare	Indonesia
DSS09. DIGITAL INNOVATION
HKJC Striding On With A.I Image Recognition	The Hong Kong Jockey Club	PHD	Hong Kong
Genesis: Reading more than the weather	Genesis Energy	PHD	New Zealand
Helping Newshub Win the Election	Newshub	PHD	New Zealand
DSS10. DIGITALLY INTEGRATED CAMPAIGN
Adidas Sports Base: Innovative technology to create exciting experiences.	adidas	Accenture	Singapore
VANS: increasing customer experience through customisation and digital engagement	VANS	Accenture	Singapore
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
Power to the Queens	Maybelline New York	Mindshare	China
Iron Man Experience	Hong Kong Disneyland	Mindshare	Hong Kong

ECOMMERCE
Campaign title	Advertiser	Entrant company	Country
ECP01. RETAIL
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
ECP02. FINANCE
Disrupting traditional loan with online loan	Welab	Mindshare	Hong Kong
ECP04. PHARMACEUTICALS, HEALTH & BEAUTY
M.A.C Art Of The Lip	M.A.C Cosmetics	Possible	China
Power to the Queens	Maybelline New York	Mindshare	China
ECP06. TELECOMMUNICATIONS
T Star Digitalization Solution – A Game Changer	Taiwan Star Telecom	Taiwan Star Telecom	Taiwan
ECP07. OTHERS
The X Dance	Lee X-line	McCann Worldgroup	Hong Kong
ECS01. USER EXPERIENCE
M.A.C Art of The Lip	M.A.C Cosmetics	Possible	China
ECS02. INNOVATION
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
ECS04. MOBILE & APPS
T Star App	Taiwan Star Telecom	Taiwan Star Telecom	Taiwan
Power to the Queens	Maybelline New York	Mindshare	China
ECS05. DATA
3M Life Hacks	3M	McCann Worldgroup	Singapore
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
TRESemmé Runway Ready	TRESemmé	Mindshare	Philippines

EFFECTIVENESS
Campaign title	Advertiser	Entrant company	Country
EFP01. NON-ALCOHOLIC BEVERAGES
Share a Coke, Share a Code	Coca-Cola	McCann- Erickson Guangming	China
EFP03. FOOD PRODUCTS
Royal Sweet Celebration: Surprise Taste Test	Royal	Ace Saatchi & Saatchi	Philippines
Bring The Failed Dishes Back	Knorr	Dentsu One	Taiwan
Grill Grill Cheese	Mokjang Nadeuli	McCann Worldgroup	South Korea
Snickers Air	Snickers	MediaCom	China
Gift Of Strength	ENSURE	MediaCorp	Singapore
Turning KFC into gamers' playground	KFC	Mindshare	China
Kissan Tiffin Time Table	Kissan Ketchup & Jam	Mindshare	India
EFP06. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
Milking data for all it's worth	Similac, Ensure and PediaSure	Dentsu Aegis Network	Singapore
How Woke Millennials and Nokia Smartphones woke India up once again over Diwali to #UniteFor#Love	Nokia Smartphones	Dentsu One	India
The X Dance	Lee X-line	McCann Worldgroup	Hong Kong
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
Biti's Hunter #theREDsnow - The National Shoes of Vietnamese People	Biti's	Redder Advertising	Vietnam
Biti’s – Reinventing the story of Vietnamese origin legend: Sons of the Fairy and the Dragon	Biti's	Redder Advertising	Vietnam
Let’s make viral products instead!	Saregama Carvaan	The Womb	India
EFP08. LIFESTYLE
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
EFP09. FINANCIAL SERVICES, COMMERCIAL PUBLICI SERVICES, BUSINESS PRODUCTS & SERVICES
Inconvenience Stores – Turning an everyday errand, into another reason to ride.	Swann Insurance	CHE Proximity	Australia
First Touch	Tokio Marine Life Insurance	Havas	Singapore
Tap Your Town	Mastercard	McCann	Australia
American Express Explore The Platinum - Card Member Acquisition	American Express The Platinum Card	Mindshare	Hong Kong
Unitec In Action: Our Students Became Our Ad Agency	Unitec	Republik	New Zealand
We don’t take you for granted	Taiwan Star Telecom	Taiwan Star Telecom	Taiwan
EFP12. CHARITIES, PUBLIC HEALTH & SAFETY AND PUBLIC AWARENESS MESSAGES
#MyRealCareerLine	The Women's Foundation Hong Kong	J. Walter Thompson	Hong Kong
EFS01. INNOVATIVE USE OF MEDIA
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
EFS02. BRANDED CONTENT
The Hearing Test In Disguise	Cochlear	CHE Proximity	Australia
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
EFS03. SPONSORSHIP & EVENT MARKETING
Snickers Air	Snickers	MediaCom	China
EFS04. INSIGHTS / STRATEGIC THINKING
#MyRealCareerLine	The Women's Foundation Hong Kong	J. Walter Thompson	Hong Kong
Touch Of Care	P&G: Vicks	Procter & Gamble Singapore	Singapore
Inconvenience Stores – Turning an everyday errand, into another reason to ride.	Swann Insurance	CHE Proximity	Australia
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
Let’s make viral products instead!	Saregama Carvaan	The Womb	India
EFS05. SMALL BUDGET MARKETING CAMPAIGN
Inconvenience Stores – Turning an everyday errand, into another reason to ride.	Swann Insurance	CHE Proximity	Australia
The Lens to Her World	Acuvue Define	UM	Hong Kong
The Blind Faith Upgrade	Hotel Ramada	Isobar	India
Valentine's Joy for the Heartbroken	Jollibee	McCann Worldgroup	Philippines
Lipton "MONDAY is FUNDAY" drove 3.5X SALES VOLUME UPLIFT	Lipton	Mindshare	Vietnam
Turning KFC into gamers' playground	KFC	Mindshare	China
Belo Essentials "Flawless for All"	Belo Essentials (BB Body Cream)	NuWorks Interactive Labs, Inc.	Philippines
Biti's Hunter #theREDsnow - The National Shoes of Vietnamese People	Biti's Hunter	Redder Advertising	Vietnam
Bench demonstrates the power of winning brand engagement	Bench So In Love Eau De Toilette	TBWA\Santiago Mangada Puno	Philippines
Let’s make viral products instead!	Saregama Carvaan	The Womb	India
LEGO For Innovative Girls	LEGO® Friends	Wunderman Hong Kong	Hong Kong
Lay’s Season Limited Sweet Potato Chip Engagement Campaign	Lay's	Wunderman Taiwan	Taiwan
EFS07. MARKETING CAMPAIGN FOR NATIONAL BRAND DEVELOPMENT
Touch of Care	VICKS	Procter & Gamble	Singapore
Let’s make viral products instead	Saregama Carvaan	The Womb	India
EFP08. SUSTAINED SUCCESS
Tough is Not Enough	Ford Ranger	GTB	Australia
Unitec in Action: Our Students became our Agency	Unitec	Republik	New Zealand
EFP09. INTEGRATED MARKETING CAMPAIGN
Inconvenience Stores – Turning an everyday errand into another reason to ride	Swann Insurance	CHE Proximity	Australia
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia

MEDIA STRATEGY
Campaign title	Advertiser	Entrant company	Country
MS02. ALCOHOLIC BEVERAGES & TOBACCO
DB: Beer Bottle Sand	DB Export	PHD	New Zealand
MSP04. HOME FURNISHING APPLIANCES, MAINTENANCE & HOUSEHOLD PRODUCTS
Hotel Highway	Sleepdays	Hakuhodo	Japan
MSP05. PHARMACEUTICALS, BEAUTY PRODUCTS, COSMETICS & TOILETRIES
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
Rexona Waze Mobile Voice Pack	Rexona Deodorant	Lowe Inc.	Philippines
The Flixonase Allergy Monitor	Flixonase	MediaCom	China
Power to the Queens	Maybelline New York	Mindshare	China
MSP06. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
MSP08. LIFESTYLE
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
MSP09. FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES
Skinny: The best 'Freekend' Christmas ever!	Skinny Mobile	PHD	New Zealand
MSP10. PUBLICATIONS & MEDIA
The Prison Rat that Stole No.1	Foxtel: Showcase	Mindshare	Australia
Nayi Soch (New Thinking)	Star Plus	Mindshare	India
MSP12. CHARITIES, PUBLIC HEALTH & SAFETY AND PUBLIC AWARENESS MESSAGES
Rhythm of Love Wall	7-Eleven	ADK	Taiwan
MSS01. BRANDED CONTENT
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
Nicotex - I Can You Can	Nicotex	Mindshare	India
Breaking the deafening silence – Mirinda Release the pressure	Mirinda	Mindshare	India
MSS02. SPONSORSHIP & EVENT MARKETING
Sangobion Bloody Concert	Sangobion IRON+	Ace Saatchi & Saatchi	Philippines
Hotel Highway	Sleepdays	Hakuhodo	Japan
Snickers Air	Snickers	MediaCom	China
Got Next – Nike High Basketball League	Nike	Mindshare	China
MSS03. DIGITAL MEDIA
The Hearing Test in Disguise	Cochlear	CHE Proximity	Australia
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
Turning KFC into gamers' playground	KFC	Mindshare	China
Rexona's Data-driven Drama, Resolves a Social Stench	Rexona Men	PHD	Hong Kong
MSS04. MOBILE
Rexona Waze Mobile Voice Pack	Rexona Deodorant	Lowe Inc.	Philippines
The Flixonase Allergy Monitor	Flixonase	MediaCom	China
Turning KFC into gamers' playground	KFC	Mindshare	China
Crushing the biggest shopping day on the planet	Uniqlo	Mindshare	China
MSS05. SOCIAL
The Prison Rat That Stole No. 1	Foxtel: Showcase	Mindshare	Australia
MSS06. MEDIA INNOVATION
The Prison Rat That Stole No. 1	Foxtel: Showcase	Mindshare	Australia
Rhythm of Love Wall	7-Eleven	ADK	Taiwan
MSS07. INTEGRATED USE OF MEDIA
Rhythm of Love Wall	7-Eleven	ADK	Taiwan
The Billion Point Giveaway	Velocity Frequent Flyer	CHE Proximity	Australia
Breaking the deafening silence – Mirinda Release the pressure	Mirinda	Mindshare	India
Power to the Queens	Maybelline New York	Mindshare	China
Huggies defies cultural tide with an embrace	Huggies	Mindshare	Vietnam
DB: Beer Bottle Sand	DB Export	PHD	New Zealand
Skinny: The best 'Freekend' Christmas ever!	Skinny Mobile NZ	PHD	New Zealand

Source:

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