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Best Use of Broadcast/Video


Gold
Campaign Title

TaiKoo Hui's Third Anniversary Campaign: Always on My Mind
Client

TaiKoo Hui (Guangzhou) Development Company Limited
Agency

Mytone Advertising Company; BlueDigital

2014 was a milestone year for TaiKoo Hui shopping mall. It greeted its third anniversary with 38 renowned brands, including apparels, dining and lifestyle labels entering the shopping mall. TaiKoo Hui, co-operating with its tenants, launched an integrated campaign ‘Always on My Mind’, featuring a micro film and in-mall musical from September to October 2014. The aim was to raise awareness of the new brand mix at the shopping mall and strengthen TaiKoo Hui’s landmark position in Guangzhou and South China. It also wanted to stimulate consumers’ spend and experience, as well as strengthen its high-end fashion image. The strategy was to utilise micro-film, an emerging sharable and sensory digital channel to promote TaiKoo Hui’s new tenants. The film featured a love story set in TaiKoo Hui, bringing together tenants and target customers, and building a strong emotional bonding between TaiKoo Hui and its different stakeholders. The film allowed for brand and product seeding. It showed next season looks in stores, and mentioned various brand names. An integrated in-mall promotion was also launched, with tenants participating in themed redemptions. In terms of PR communication, several angles were used to tell the story across digital channels, including games and online themed interactions. The campaign generated online and media buzz, particularly across digital channels. The videos received 2.07 million hits and 10.16 million views were collected from such social media as Sina Weibo. During the PR communications period (July – October 2014), an average growth of 6.3 per cent in sales was achieved compared with that of the same period in 2013.

Silver
Campaign Title

DO THE REX: Durex Overcomes Sexual Paradox in India
Client

Reckitt Benckiser, India
Agency

Edelman India

Condoms are currently only used by 5 per cent of the population of India and remain a taboo subject for a large number of people. Condoms are often only referred to in the context of sexually transmitted infections, AIDS prevention and safe sex. Advertising in the market for condoms was largely crass, blatant and embarrassing. Durex wanted to find a way to change the conversation about sex with editors who typically resist mentions of brands in lifestyle stories. It wanted to turn editors on to the idea that sex could and should be put front and center as mainstream lifestyle stories for readers across India. Based on the insight that true love and great sex together create a singularly spectacular experience that deserves to be celebrated by everyone, it devised a provocative dance and physical expression of the joy of sex by one of Bollywood’s boldest youth icons Ranveer Singh and featured it in a digital music video. The brand used the ‘Do the Rex’ video to challenge a select group of editors to change the conversation on sex. Coverage broke in print, broadcast and online the same day that itunveiled the video, and within the first week the video was viewed more than 1 million times online. Within the first month, it was viewed over 2.5 million times and we had successfully changed the national discourse around sex.

Bronze
Campaign Title

Mian is Campaign KOL Serial Videos
Client

Cotton Incorporated and Cotton Council International
Agency

Ruder Finn Asia

Every year, Cotton Incorporated and Cotton Council International design a campaign to promote the unique benefits of cotton, especially its versatility, comfort and style in clothing and home textiles. In 2014, to continue the ‘Mian is’ campaigns that launched in 2012 (Mian, the Chinese pronunciation of “cotton”), the agency set out to strengthen cotton’s bond with Chinese consumers by creating a video to deliver cotton’s messages through storytelling and beautiful images. The target audience was 18-45 years, with a focus on sophisticated urban women, 28-36. A three-episode, serial video — a first for the client — as the centerpiece of an integrated communications campaign. It also signed up two TV celebrities to add star power to the story: Tang Yan who has over 38 million followers on her Weibo account and was about to star in five TV shows in 2014, and Sun Yizhou, the star of a well-known TV series with a Weibo follower pool of 7.5 million. Each episode featured a single story with sub-themes: waking, discovery and the touch of ‘True-Me’. Consumers uploaded photos to the campaign’s minisite of their ‘True-Me’, then wrote an essay about themselves using words evoking cotton’s unique qualities — natural, warm and stylish. A sharing function allowed consumers to invite friends from Weibo/WeChat to comment on their photos. The campaign received outstanding attention: 30.6 million views; 31,742 comments for six videos; 42 per cent of comments mentioned the ‘true-me’ lifestyle of cotton.