<< Back to Winners

Brand Development Campaign of the Year (Product)


Gold
Campaign Title

Panasonic Eclipse Live by Solar Power
Client

Panasonic
Agency

Golin Singapore

Panasonic’s goal is to deliver sustainable energy solutions through its Solar Power Supply Container to off-grid locations around the world, particularly the islands across Southeast Asia where there is no grid electricity. However, solar solutions have nascent B2B and B2G target markets with niche business opportunities, due to a general lack of awareness about the possibilities of solar energy.

To showcase its solar energy solutions, Panasonic leveraged a total eclipse of the sun on 9 March 2016 by doing a live-stream from an off-grid location in Ternate Island, Indonesia, using only solar energy from Panasonic’s Solar Power Supply Container. The total eclipse was only visible from a narrow 125km-wide band in Southeast Asia.

The Panasonic Solar Power Supply Container was first transported to Ternate Island to provide energy to support filming, editing and live-broadcasting of the solar eclipse. Panasonic had also partnered with Telekom Indonesia to set up a dedicated broadband hub to facilitate the live-stream, and engaged astronomy videographer Tadahiko Tani to shoot the phenomenon with Panasonic Lumix GH4 cameras. Former MTV VJ, Richard Harrera hosted the live-streaming event, which was made available on the Panasonic Eclipse Live by Solar Power microsite, and amplified across Ustream, YouTube Live, Periscope, Facebook and Twitter.

Excitement was created among the target audience and media through creative invites, teaser videos and engaging social content.

The live broadcast reached over 7 million people from 134 countries, with more than 1,000 media stories mentioning the Panasonic solar container globally and 4.89 million social media impressions.

Silver
Campaign Title

KFC - Finger Lickin' Good Nail Polish
Client

Birdland (Hong Kong) Limited
Agency

Ogilvy Public Relations Worldwide Limited

In line with its spirit of innovation and to excite and reward the taste buds of loyal customers, KFC Hong Kong unveiled its quirky ‘Finger lickin’ good edible nail polish’ range, keeping the brand literally at its customers’ fingertips while savouring its signature chicken. This limited-edition edible nail polish was created to celebrate 30 years of innovation in Hong Kong, and was cleverly designed as a tribute to the world famous ‘It’s finger lickin’ good’ slogan.

KFC’s signature flavours—original recipe and hot & spicy—were carefully formulated from natural ingredients into edible nail polish and packaged in a chic glass bottle and box to appeal to young consumers’ love of food and fashion. This was the manicure on everyone’s lips: an idea so quirky and unconventional that it was all over traditional media and social media, not only locally but globally, within hours.

KFC’s Finger lickin’ good edible nail polish was so creative and effective that it doubled its sales KPI. Earned media more than made up for the brand’s lower media spend and SOV versus McDonald’s. The campaign caught fire, going way beyond its goal of putting KFC top of mind with Hong Kong consumers. Garnering local and global media coverage, the campaign achieved a total global reach of over 300 million, with 91 percent positive sentiment locally for the KFC brand, as well as being the #1 trending Twitter topic worldwide. As an added bonus, the campaign went viral, appearing in countless news stories, was mentioned on The Late Show with Stephen Colbert and was even published on the front page of The New York Times print edition. Top of mind awareness increased from 16 to 19 from April to June 2016. But the best result stemmed from proving the power of a great creative idea.

Bronze
Campaign Title

Biti's Hunter - Go Far to be Truly Back
Client

Biti's Vietnam
Agency

Redder Advertising

Biti’s Hunter—a newborn child of Vietnam’s heritage footwear brand, Biti’s—successfully drove a reinvigoration of its mother brand through an engagement campaign targeting young consumers. As a sportswear brand standing for travelling inspiration, Biti’s Hunter recognised the occasion of Tet (Lunar New Year) as the biggest homing holiday and the longest vacation of Vietnam, consequently the peak of conflict between going home and travelling.

Based on the powerful insight that home is most valued when people go far and experience enough to appreciate it, the brand launched its ‘Go far to be truly back’ campaign. It started with social controversy between #teamGO and #teamBACK led by KOLs. At the peak of the debate, Biti’s Hunter released its answer in an original music video of Vietnam’s arising singer Soobin Hoang Son—unveiling the insight, celebrating how journeys awaken appreciation for home in young hearts, the perfect answer for both sides of the conflict and for Hunter, the brand of travelling inspiration.

To gain more huge attention for the brand, Biti’s Hunter also inserted its modern shoes in a historical music video of Son Tung M-TP—Vietnam’s hottest and most controversial celebrity—Lac Troi/Lost, launched at the same time.

In two days Biti’s received more attention than over the previous 10 years: 400 earned media coverage from 60 key media; 220 million interactions from 20 million unique Vietnamese young people. The MVs championed YouTube Trending Vietnam in 21 days, earning Biti’s Hunter the No 1 spot on the YouTube Ads Leaderboard Vietnam. The songs also championed Zing Mp3—Vietnam’s No 1 digital music chart—for eight weeks, earning 180 million views and listens. Most importantly, Biti’s Hunter collection sold out in seven days, recording 300 percent growth compared to the previous Tet season.