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FF. Promotional Activity of the Year

Campaign Title

NetEase DTWS 2: Putting the “brand” back into brand ambassador

NetEase.com, Ltd


The online gaming industry in China is amongst the most competitive in the world. In 2012, 830 domestic online games successfully registered with the Ministry of Culture of the PRC, and 440 new games were launched. The Chinese online game providers struggle to keep up with the demand of gamers and maintain consistent profitability. The original DTWS (Di Tang Wu Shuang) had been losing fans for years and had actually seen its brand awareness decrease faster than its top 5 competitors in 2012. NetEase tasked the agency with the campaign and launch event for DTWS 2 the goal was to drive online engagement amongst fans to increase brand awareness, attract player registrations, and ultimately drive gamers to play DTWS 2. 

The agency decided that word-of-mouth marketing would be an essential component of a successful campaign. However, it needed to create both an online and offline experience with the audience for maximum impact and this would be the most challenging aspect of the brief. NetEase subsequently signed Chi-ling Lin, a popular Taiwanese model and actress, as the brand ambassador and the agency set out to intertwine fantasy and reality to create a deep connection among gamers, Lin and the game. It incorporated Lin not only into the launch event and promotions, but also into the actual game. She would be a brand ambassador and friend, who joined gamers in battle — a living goddess who would be able to engage and interact with fans. A 360-degree campaign was created to take full advantage of Lin’s unique attributes and generate WOM.

According to NetEase’s CEO the successful launch of DTWS 2 helped contribute to a 21 per cent increase in online game service revenue. The game ranked second in ‘2013 Q3 Top 2.5D Online Games’, an industrial ranking on pk.com, while DTWS 2 Weibo trended as did the theme song by Lin and William Ding. Online video views exceeded 7.17 million. Nearly 980 links were found on Youku.com (Chinese YouTube). The relevant discussion about video generated more than 1.2 million comments. During the 40 days the campaign ran, DTWS 2 Baidu searches jumped by more than 1,000 per cent. Media attention jumped by nearly 300 per cent and over 500 million impressions were generated.

Campaign Title

Where are my cheeks?!

Kumamoto Prefectural Government

Dentsu Kyushu Inc. and Dentsu Public Relations Inc.

Japan’s Kumamoto Prefecture is a rich agricultural region growing a wide range of fruits and vegetables. In particular, Kumamoto produces many kinds of red-colored food, including tomatoes, strawberries, watermelons and beef. The aim was to position Kumamoto Japan as ‘red prefecture’, both for its red produce and because Japanese associate red with the positive qualities of leadership, hospitality and passion. However, relatively few people were connecting Kumamoto with the color red and the region’s status as a top food producer was not widely known.

The agency devised a fun campaign centered on Kumamoto’s popular bear-like mascot ‘Kumamon’, exploiting the link between the character’s bright red cheeks and the prefecture’s delicious red food.

The incident of Kumamon’s missing cheeks and their subsequent recovery earned Kumamoto wide exposure on 23 TV shows, in 30 newspaper articles and on over 400 websites. The main events of the campaign ran only in October-November yet it so successfully promoted Kumamoto produce that full-year Kumamon-branded food sales surged 10 per cent in 2013.

Honourable Mention
Campaign Title

Robi Flag Event

Robi Axiata Limited

Adcomm Limited

Robi is a major telecommunications companies with the brand idea ‘ignite the power within’. Robi identified an opportunity:  If it could help inspire the nation to unite, then it could gain goodwill from much of the population. The brand sought to promote unity through the ultimate manifestation of unity – the national flag. The objective was to beat Pakistan’s existing world record for the largest human flag on Bangladesh’s Liberation War Victory Day.

The brand launched the ‘When people unite, Bangladesh shines’ campaign. For the first time, a strategic alliance was formed with the Bangladesh Army to provide security and safety for event participants. Social media was used and media partnerships created with the leading TV channels, radio stations and newspapers. A music anthem with top music superstars, entitled ‘Raise the flag’, was created as a call to the masses to be a part of the event.

The event was covered by national and regional newspapers and broadcasted live on 20 out of 23 TV channels making it the most watched event in the history of Bangladesh. Meanwhile, static SIM sales increased by 48 per cent.



Zamir Khan
Head of Award Events 

Tel: (+852) 3175 5273
Email: zamir.khan@haymarket.asia


Kaling Man
Events Manager

Tel: (+852) 3175 1993
Email: kaling.man@haymarket.asia


Atifa Silk
Brand Director

Tel: (+852) 3118 1500
Email: atifa.silk@haymarket.asia