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CF. South Asia PR Campaign of the Year


Certificate of Excellence
Campaign Title

Aviva What's Your Big Plan
Client

Aviva Life Insurance
Agency

Adfactors PR Pvt. Ltd.

Aviva, since 2009, has been focusing on child education. After achieving absolute leadership in this space, the insurer, in 2012, decided to extend the brand proposition from child education to child protection. This involved just not securing the overall wellbeing of the child but also fulfilling her aspirations. Keeping this in mind, Aviva developed a BTL campaign ‘What’s your big plan’, highlighting this ‘aspiration’ aspect to reach out to young parents as prospective customers.
 

The strategy was to make the ‘What’s your big plan’ campaign the talk of the town and implement a high decibel media campaign involving print, TV, and Internet – leading up to the grand finale event.

Aviva received close to 1 lakh entries for the contest. It generated more than 450 impressions in the print and electronic media. Eikona, a third party media audit firm, ranked Aviva number one in terms of share of voice for November 2013.

Certificate of Excellence
Campaign Title

Hold My Hand in Hong Kong
Client

Hong Kong Tourism Board
Agency

The Hong Kong Tourism Board has been actively developing India as a new market to open up new visitor sources for Hong Kong. India is world's third largest English-language book market. Rising literacy levels, an increase in English-speaking Indians, the sudden spurt in regional and national level literature festivals and the aggressive promotional techniques adopted to promote book sales were encouraging factors to use novel as a marketing tool for Hong Kong in India.

HKTB kicked off a new marketing promotion inviting Durjoy Datta, a young million seller author to write a novel that is based in Hong Kong. HKTB decided to first time ever to leverage the popularity of Bollywood and launch a promotion integrating literature and movie in one campaign to promote a destination in India.

The results of the campaign are confidential.

Honourable Mention
Campaign Title

Taking anxiety out of cross-country remittances
Client

Xpress Money
Agency

Adfactors PR Pvt Ltd

The PR mandate was to build Xpress Money as a reliable, simple and instantaneous money transferor and thereby help grow its business in the Indian subcontinent. The agency needed to devise a customer-focused approach to drive preference for Xpress Money, which was a new entrant in India, Pakistan and Bangladesh.

The communication strategy focused on four principle elements. 1) Reach out to prospective customers in specific Tier II, III semi-urban locations across India, Pakistan and Bangladesh by leveraging the media. 2) Focus on languages that these communities commonly read. 3) Highlight ‘reliability and extensive network’ as brand attributes among opinion influencers. 4) Partner Xpress Money in a three-month all-India ground-activation campaign ‘Ghar Kab Aaoge’(when will you come home).

Sustained media engagement effort generated more than 1,100 impressions in 10 languages and Xpress Money achieved leadership in share of voice in the remittance sector in the Indian sub-continent.