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FB. Best Use of Broadcast/Video


Winner
Campaign Title

Let The Future Shine
Client

Jaguar China
Agency

Phluency Interactive(China),Inc.

Jaguar decides to launch its concept car C-X17 gold edition tailor-made for the China market during GuangZhou motor show. However, Jaguar was a non-familiar brand in China compared with its competitors. The agency needed to fully utilise the debut of the concept car to raise awareness and consideration towards the brand. The target audience included delegates at the Guangzhou auto show, car media, car fans and Jaguar potential car owner.

The strategy was to create a message people would like to listen and be interested enough to seek out and share. The agency had to avoid typical news announcement but to be entertaining, shareable. It utilised the stunning 'gold coloured' concept car as the shining moment at the motor show which also symbolise as a shiny bright future of the brand. A viral video of eye massage and event guidebook social content were used to generate buzz before the motor show. During the motor show, the ‘shining Wifi’ attract public to the Jaguar hall. The WiFi will redirect users to C-X17 mobile site to explore more.

Jaguar's Internet Voice took a huge lead over most mainstream automobile brands. ‘C-X17’ was mentioned 63,522 times on Sina Weibo, outperforming other newly released cars. The viral video received 1.132 million hits.

Certificate of Excellence
Campaign Title

Cheer Asia
Client

Incheon Asian Games Organizing Committee
Agency

Synergy Hill+Knowlton Strategies

The core challenges: the Asian Games has long been considered the forgotten sibling of the Olympics; meanwhile, the city of Incheon lies in the reputational shadow of its flashy cousin in the South, Seoul. So, when you combine the two, how in the world can the Incheon Asian Games build enough momentum to get Asia excited about one of the region’s most awe-inspiring sports events?

K-pop trio JYJ, also well-known sports fanatics, were the official ambassadors of the Incheon Asian Games and at the forefront of the promotional content for the Incheon Asian Games. With the aim of creating a mega viral hit in true K-pop style, JYJ recorded the Incheon Asiad song ‘Only One’ and filmed the official music video using the city of Incheon as a backdrop which was then distributed across various online channels and media in Asia Pacific region.

This campaign was able to unite a hugely active fan base with an internet-based phenomenon and a series of offline events in six countries across Asia, which ran intp mainstream media. Interest was created in both Incheon as a destination city and in the Incheon Asian Games among the target group.

Certificate of Excellence
Campaign Title

Xtreme Booking
Client

Hotels.com
Agency

As part of its global campaign to underscore the convenience of its mobile booking app, Hotels.com produced a series of Xtreme Booking videos, which featured the app being used during daredevil stunts. The first two installments of the video had been successful in capturing consumers’ interest in the UK and US markets, as well as in other regions. Hotels.com needed to produce the third installment of its Xtreme Booking video series to promote its mobile booking app globally and specifically to include markets in the Asia-Pacific region.

Hotels.com Xtreme booking video features the Tokyo Shock Boys, a Japanese comedy group who perform dangerous stunts, completing a hotel booking on Hotels.com’s mobile app while racing down white water rapids and free-falling down a seven-metre waterfall. Supporting the launch of the third Xtreme Booking video was a robust PR-driven media strategy targeting print, online and broadcast media as well as social media and blogs in the 10 core markets within the Asia-Pacific region.

The campaign generated widespread awareness of the Hotels.com mobile app through extensive media coverage, which was measured by achieving approximately 500 hits among national, metro, local and regional media across print, broadcast and online