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Business-to-Business Campaign of the Year


Gold
Campaign Title

United Problem Solvers (Asia Pacific)
Client

UPS
Agency

Ogilvy Public Relations

 As a global leader in logistics with a price premium and a public perception that it only caters to big MNCs, it’s easy to see how for some businesses, particularly SMEs, UPS might seem out of reach. Amid an uncertain economic climate, businesses were cutting costs and logistics and shipping was one area to make savings. UPS’s established, premium offering was going to be a tough sell.

For its B2B communications, the brand needed to make logistics matter to business decision-makers and to do this, it needed them to see that UPS is not a shipping vendor but a partner that can help them to solve business problems and find ways to gain competitive advantage. 2016 was the time to bring UPS’s United Problem Solvers platform to life in Asia.

To do this, it revamped its approach to communicating, repositioning itself as a business adviser and industry segment expert. Ultimately its spokespeople took on the role of management consultants, rather than logistics experts.

The new approach paid off and drove real business results for UPS, with the company achieving growth of nearly 20 percent for Asia Region exports, year-on-year volume growth in key vertical segments and intra-Asia shipments and exceeding Average Daily Volume (ADV) targets for APAC, helping to contribute to UPS’s record full-year revenues of US$61 billion in 2016.

At the same time the brand also realised its communications objectives by outshining all competitors in the press, claiming nearly 40 percent share of voice across 10 markets in Asia, directly engaging with more than 1,000 prospective SME customers through forums, high-level conferences and workshops as executive visibility soared more than 25 percent year-on-year.

Silver
Campaign Title

International Convention Centre Sydney (ICC SYDNEY)
Client

International Convention Centre Sydney (ICC SYDNEY)
Agency

History Will Be Kind

 International Convention Centre Sydney (ICC Sydney) is Australia’s premier convention, exhibition and entertainment precinct—a A$1.5 billion integrated venue and one of the New South Wales Government’s key infrastructure projects.

The demolition of the former convention and entertainment centres in Sydney hugely impacted state visitation, the local community and the events industry in Australia. It was therefore critical to build positive sentiment around the new venue among key business audiences and stakeholders in the lead up to launch, despite the site being a construction zone for most of 2016.

With aggressive targets in place, History Will Be Kind and ICC Sydney’s Communications team were challenged with launching this spectacular new offering on a global stage—driving support from the international business events industry and Australian business landscape to help secure event bookings, all while navigating a complex stakeholder network and restricted access.

To do this, the teams partnered to create a strategically phased programme to configure ICC Sydney’s communications ecosystem, and drove an integrated communications strategy across core story platforms which aligned with business objectives, engaged stakeholders and resonated across channels.

KPIs were smashed. Over 150 stakeholders were mobilised, more than 1,200 media hits were generated to potentially reach 550 million pairs of eyes globally, and over 35,000 people read Sydney Views, an industry-first publication co-created to build brand equity and influence business audiences. This contributed to over 500 events bookings for the venue set to bring $5 billion benefit to New South Wales over the next 25 years.

Bronze
Campaign Title

Driving a Data Culture in Asia
Client

Microsoft Asia
Agency

IN.FOM

 In today’s mobile-first, cloud-first world, technology is interwoven with every aspect of people’s lives. In fact, 2.5 quintillion bytes of data is generated daily. With this much data being generated, how can businesses in Asia turn them into their competitive advantage, and are they even ready to thrive in this new digital world?

The Microsoft Asia Data Culture Campaign sought to elevate the launch of SQL Server 2016, an enterprise data management solution, to one that addressed key business priorities in a digital world. The campaign primarily targeted business decision-makers, which was seen as crucial on account of the shift of purchasing decisions beyond the IT teams today.

Given that the brand needed to appeal to business leaders with the right narratives, it decided on an insights-driven approach by conducting a business-leader centric qualitative and quantitative research. The Microsoft Asia Data Culture Study polled 940 business leaders from medium to large enterprises in the region to provide locally relevant insights and contexts on motivation, barriers and benefits of adopting a digital and data strategy. The brand also sought the inputs of business leaders in the region, including PTT Thailand, Ryman Healthcare, AIS, and Pizza Hut Hong Kong to provide external viewpoints on how they drove successful a data culture within their organisations.