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DA. Corporate Branding Campaign of the Year


Winner
Campaign Title

EVA Air I SEE YOU PR Campaign
Client

EVA Air
Agency

Era Ogilvy Public Relations

2013 was a milestone year for EVA Air. It became the first Taiwanese airline to join Star Alliance and saw its chairman of 25 years hand over the reins to his successor. The airline launched its first-ever brand image communication campaign to reposition itself under new leadership, and the PR agency’s role was to navigate the social and mass media landscape to drive awareness of the brand TVC featuring Taiwanese-Japanese movie star Takeshi Kaneshiro, and strengthen awareness of EVA Air’s new Star Alliance status. It set out to drive passenger traffic and revenue for EVA Air, against its national rival China Airlines.

The strategy was to leverage the celebrity news value of Kaneshiro and to lead with his secret new project in Taiwan, rather than promoting an airline TVC.
This snowballed into great online and media buzz, making EVA Air the ‘talk of the town’ when the TVC was finally released and ensured audience engagement throughout the campaign.
 

EVA Air estimates a 3 per cent increase in passenger numbers from the ‘I See You’ campaign. It saw four months of consecutive sales growth since June 2013, with a peak of 13.75 per cent growth in September. This is 2-3 times the growth seen by competitor China Airlines (Source: EVA Air and China Airlines financial reports).

Certificate of Excellence
Campaign Title

Six Decades Later: Coca-Cola's Historic Return to Myanmar
Client

The Coca-Cola Company
Agency

Burson-Marsteller (S.E.A) Pte Ltd

The Coca-Cola Company (TCCC) was one of the first global brands to announce its return to Myanmar after the lifting of US sanctions in 2013. Its re-entry was significant for two reasons: Myanmar was one of only three markets worldwide where Coca-Cola did not do business. Also, TCCC saw its return as more than just a commercial opportunity but a chance to set the standard on how companies should conduct business in emerging markets.

The launch provided the backdrop for Coca-Cola to talk about its long-term economic and social investments in the country – including the creation of 22,000 jobs (directly and indirectly), its investment in the local supply chain, the incorporation of its well-established global standards for corporate ethics, and its three-year programme to economically empower nearly 25,000 Myanmar women.

Coca-Cola’s journey in Myanmar has become a story of transparency and inspiration, where economic opportunity is accompanied by ecological and civic dignity. The journey now serves as a blueprint for all multinational companies wanting to do business in Myanmar.