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R. Promotional Activity of the Year


Winner
Campaign Title

Mr. and Miss WOW Campaign
Client

Touchmedia
Agency

none

Touchmedia claims to be committed to serving the interests of its affluent taxi passengers in China. As part of this promise, the Mr and Miss WOW CSR campaign aimed to promote healthier living for taxi customers in Beijing, Shanghai, Guangzhou and Shenzhen through the use of unlikely sounding, but ultimately engaging, in-taxi workout videos. The videos were accompanied by a series of TV commercials, health tips, surveys and themed 45-day challenge. The initiative itself was supported by the General Administration of Sports of China. Targeting 25 to 45-year-old white-collar workers, the campaign sought to inspire people to think about their health and, most importantly, take action in the form of regular, simple exercise. Acknowledging the busy lifestyles of its audience, Touchmedia presented the topic of health in a fun and fashionable manner, casting flamboyant coaches to lead the in-taxi exercises on-screen, which were designed to reduce tension in areas such as the neck, shoulders and wrists. The commercials presented amusing scenarios showing how poor health can lead to embarrassment, and offered health tips on diet, managing stress and exercise, and health checks. The WOW 45-day Challenge invited passengers to use the interactive screens to sign up for free consultations with professional fitness coaches and nutritionists, as well as access to gym facilities and nutritional supplements. The challenge resulted in the crowning of two winners — Mr and Miss WOW — who won an exclusive trip to Paris. The campaign registered more than 128 million passenger views on the in-taxi screens, and a further 1.5 million views of its videos online. This resulted in over 21,000 registrations and close to 1.1 million health surveys.

Certificate of Excellence
Campaign Title

Search for Pambassadors
Client

Chengdu Municipality
Agency

Ogilvy Public Relations Worldwide, Beijing

In 2009, Chengdu was almost an unknown entity outside of China. With big plans for the city’s development, the local authorities drew on a well-loved resident animal species to bring Chengdu into global consciousness. The ‘Pambassador’ campaign focused on the panda, in partnership with World Wildlife Fund (WWF), to highlight Chengdu as an economically sustainable, friendly, open city. The central concept was a worldwide search for six panda keepers — ‘pambassadors’ — to work at the Chengdu Panda Base and Research Centre. The campaign delivered more new foreign direct investment (FDI) to Chengdu than any other city in China’s Midwestern region, a total of US$6.4 billion by the end of 2010. It encouraged 12 Fortune 500 companies to establish bases in Chengdu, and the city saw a 26 per cent increase in tourism year-on-year.

Honourable Mention
Campaign Title

Bridge the Hunger Divide
Client

Foodbank Australia
Agency

Red Agency

Hunger in Australia affects almost two million people a year, which is around one in 10 of the population. Over half of these are children. Foodbank, Australia’s largest hunger relief charity wanted to address this hidden problem, by taking surplus food from the grocery industry and distributing it to more than 2,500 welfare agencies. Foodbank provided 28 million meals, or 75,000 meals a day to the nation’s hungry.
Foodbank wanted to raise awareness of the issue, while communicating the generosity of the Australian food industry, provide an opportunity for Foodbank’s corporate partners to leverage their involvement as part of their CSR programmes and to develop a creative that could be sold to food industry partners.
Foodbank decided to recreate the iconic Sydney Harbour Bridge out of food. The bridge being a symbol of connecting the haves with the have nots. The successful campaign saw the reach to over 12 million Australians, half the country’s population, coverage on five national new features and over 30 newspaper and internet articles.