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Corporate Branding Campaign of the Year


Silver
Campaign Title

Taiwan FamilyMart Little Store Manager 2.0 # Play Together, Learn Better
Client

Taiwan Family Mart
Agency

Ogilvy Public Relations Taiwan

As one of Taiwan’s biggest convenience store chains, FamilyMart has been trying aggressively to shift its major business source from youth to people aged 35 and above—moving towards ‘family-oriented’ customers, in response to a shift in the prime drivers of the consumer market. The chain has been focusing on children, seeing them as the biggest influencers of families. FamilyMart was competing with several food retail brands to become the most popular ‘career role-play programme’ for kids, and it needed to differentiate its ‘Little store manager’ programme to make it become the best weapon for attracting family customers.

The goal was to optimise FamilyMart’s ‘Little store manager’ programme to drive business growth for FamilyMart branches and enhance brand preference among family customers. Ogilvy differentiated the ‘Little store manager’ programme by transforming FamilyMart from a convenience store to “the family’s playground for food education”.

The campaign turned FamilyMart into a fun classroom for “balanced eating,” by developing a food education programme with nutrition and balanced diet at its heart. The initiative repositioned store managers from cashiers to ‘mentors’ for kids and also made the ‘Little store manager’ programme a time for families to have fun together.

‘Little store manager 2.0’ succeeded in helping business performance grow twice as much as its main competitor and significantly raised the positive image of FamilyMart among mature customers.

Silver
Campaign Title

MyTeksi to Grab – Launching the New Grab
Client

Grab
Agency

Grab

Launched as a taxi-hailing app in 2012, Grab has come a long way in providing a path to safe and improved livelihood for its drivers and working with cities and urban planners to improve transport infrastructure.

Its product platform has also expanded beyond taxis to provide passengers with a range of safe and accessible transport options at all price points, including private cars (GrabCar), motorcycle taxis (GrabBike) and last-mile delivery (GrabExpress).

Despite Grab leading the ride-hailing space regionally, many did not recognise that Grab had grown to become an all-encompassing transport solution provider that is progressively improving the livelihoods of people and cities.

The company’s brand identity had also not caught up with its progressing business—in Malaysia, it was known as ‘MyTeksi’ and in other countries ‘GrabTaxi’. More importantly, it had to move away from the negative perception the ride-hailing sector had—a reputation deficit caused by global players that flouted local regulations and alienated the traditional taxi industry.

Grab thus set out to differentiate itself from its competitors and communicate its positive impact by making safe and reliable transportation accessible to all; making good its commitment to stand for meaningful work in the price-elastic, cut-throat world of transport; and achieving organic and impactful growth.

A brand relaunch was set in motion to strengthen the brand’s profile and value proposition. Grab launched an integrated, multi-channel campaign to engage stakeholders and partners across six countries—Singapore, Indonesia, Philippines, Malaysia, Thailand and Vietnam—at different touch points. This focused on three key components: driving awareness of Grab’s vision, growth and expanded offerings; positioning Grab as a safe and reliable transportation service; and building brand loyalty and community with media and stakeholders.

Bronze
Campaign Title

More than just another CEO visit
Client

Microsoft Asia
Agency

IN.FOM

Home to 1.87 billion internet users, Asia is where governments, organisations and communities are increasingly seeking technology that can enable socio-economic transformation. And they are expecting technology companies such as Microsoft to play a more strategic role in shaping lives beyond just providing solutions and services.

Over the course of 10 days in May last year, Microsoft CEO Satya Nadella travelled to nine cities in six countries across Asia. This included China, India and Japan, as well as making his first visits as Microsoft CEO, to Thailand, Indonesia and Singapore.

For Satya’s tour of the region, the agency created a communications campaign to strengthen Microsoft’s positioning in the region by telling a singular story about the company’s aspiration to help enable a digital Asia. The campaign involved an integrated communications strategy spanning traditional media, social, digital, influencer, IT industry analysts and internal communications across both owned and earned platforms to tell the Microsoft story in a single-minded and compelling way.

In total, it achieved over 1,800 stories across six countries during Satya’s 10-day visit to Asia. More than 80 percent of the coverage was positive about Microsoft, its contribution to the region and its aspiration for a new digital Asia. In addition, the campaign generated over 531 million social impressions across Twitter, LinkedIn, Facebook and Instagram.