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Q. Best Use of Digital


Winner
Campaign Title

Flip Your Profile
Client

Cisco Consumer Products
Agency

Text 100 Singapore

Although shoot-and-share handheld camcorder Cisco Flip was popular in the US, it was failing to gain traction in Asia despite an aggressive above-the-line campaign. Asian consumers simply didn’t see the need for a standalone recording devices as most already owned smartphones that came with inbuilt video cameras that were also capable of uploading and sharing videos on social media. Before Cisco decided to exit the Flip business in April last year, it wanted to make the Flip Asia’s top choice with social media. With a budget of US$10,000 Cisco and its agencies developed a Facebook app that allowed user to replace their profile photo with a video. Each video generated by the app ended with a short message that said ‘Powered by Flip’. When the campaign launched in Singapore, Cisco and Text 100 started working with key influencers such as singer and actor Nat Ho, musician Jonathan Leong and Singapore Idol Runner Up and TV Host Tabitha Nauser to replace their Facebook profile pictures with profile videos. The success of this resulted in thousands ‘Flipping’ their profile pages within minutes of the launch. Over 50 videos were being uploaded every minute and six weeks after the February launch of the campaign over 700,000 Facebook users flipped their profiles. Cisco Flip Cameras saw a 15 per cent increase in sales following the launch of the campaign.

Certificate of Excellence
Campaign Title

Micro-Philanthropy
Client

Lenovo
Agency

BlueFocus PR Consulting

Lenovo needed to break through the scepticism with which Chinese youth viewed corporate CSR initiatives and engage them with its Lenovo Young Social Entrepreneur Programme. Using Sina Weibo, Lenovo launched a contest ‘ Do big in a Small Way, 2-11 Lenovo Micro-Philanthropy Contest’ which ran from 18 July to 22 September, 2011. The contest called for the best ideas on how to make a difference. With a PR budget of about US$152,000 Lenovo enlisted Sina Weibo’s top microbloggers, experts and key-opinion leaders. It also cooperated with China’s leading youth oriented online portals, video sharing sites and social networking sites. The contest drew 41,000 project ideas, out of which 17 have become large-scale Lenovo-funded projects. These include The Tiger Project wildlife conservation initiative and The Lunch Plan, which provides free lunches to primary school students in poverty-stricken rural areas.