Nominees Category: CAMPAIGN AWARDS

CTBC Bank titled-sponsored the 2019 WBSC Premier 12, an international baseball tournament in which Taiwan battled it out to qualify for the Tokyo Olympics. To unite the public to cheer on the national team, the bank designed a 360° marketing campaign that spanned online and offline.
The campaign was a great success, with its branding video receiving 2 million organic views within one week and ultimately being named YouTube Taiwan’s most successful advertisement for the year. The bank used various means of online engagement, including through Facebook and stickers for an IM app, and also hosted the country’s biggest Premier 12 watch parties. In total, the tournament and our sponsorship generated media coverage of 7,348 pieces, with PR value of approximately US$35 million.
In the latest round of an annual survey, the bank had the strongest brand image in terms of public welfare in Taiwan.

The “FWD North Pole Marathon 2019” was held in early April last year. This is the 3rd consecutive year FWD Group has been the title sponsor of the coolest marathon in the world. FWD went into the 2019 event with a plan to build on the momentum by being even more engaging with the local community. But the challenge that FWD could not plan for almost put the World’s Coolest Marathon on ice. Due to a geopolitical dispute, the marathon was officially cancelled. This could have been a PR nightmare for FWD, North Pole Marathon and the runners. And that’s when FWD stepped up to ensure everyone’s efforts would not be wasted. The marathon was back on, setting up the race in Longyearbyen, Norway, a cool 78° N. FWD turned this challenge into an opportunity to prove its worth as the title sponsor, and successfully turned a nightmare into a well-documented dream come true.

India’s largest airline, Indigo, recorded 49% market share in April 2019, after the Jet Airways was grounded due to poor corporate governance. The airline was committed to boost economic growth and social cohesion in India. But multiple reports of dissonance between the two key promoters of the airlines over its governance shook shareholder, consumer, and employee trust. Serious concerned were raised on the airline’s strategic growth plans, which negatively impacted stock price and market capitalisation. The ‘IndiGo Flying High Despite Cockpit Battle’ campaign used public relations, digital and analyst relations with focus on positive business news, announcements, interviews, and stories consistently to reinforce its commitment towards growth and expansion. The campaign led to a 60% growth in positive conversations over the last year, an increase of 29% in ticket sales, 19% in passenger traffic and 38.87% in net profit. And impact of promoter conflict on shareholder sentiment fell by 70%.

Discrimination and stigma toward HIV/AIDS has long existed in Taiwan, and is a huge barrier for the island in achieving the 90-90-90 target set by UNAIDS. People are afraid of being discriminated against if they are HIV positive, so willingness to undergo HIV testing is low. We successfully leveraged on the government’s passing of the same-sex marriage bill in May 2019 and expand the discussion to “disease equity”. The campaign was kicked off by Asia’s first “Century Wedding” that saw the union of couples of different sexual orientations – straight and gay. In partnership with influencers and NGOs, we drove online and offline engagements that contributed towards increasing the amount of people who underwent HIV testing by 25%. Within less than a year, Taiwan had achieved two of the three the UNAIDS targets from “84-88-94” in 2018 to “87-90-94” by the end of 2019.

In Malaysia, it is estimated that about 443,500 people have some form of disability and most of them struggle to find work. The entrance of e-hailing presented new income opportunities for them. However the introduction of new e-hailing regulation by the Malaysian government, threatened the newfound livelihoods, where by default, the regulation disqualifies them for the e-hailing public service vehicle license application. This discriminatory rule meant that our 264 driver-partners and other PWDs would lose the chance to make a living. Through our #BreakTheSilence initiative, we sought to spotlight PWD’s plight and promote greater inclusivity in Malaysia.

In Taiwan, the prevalence rate of erectile dysfunction(ED) in Taiwan is high. However, men are embarrassed by ED issues, they prefer to find solutions online rather than visit doctors. There are many websites set up overseas and not be easily prosecuted. Many websites are full of exaggerated Ads of medications that claim to treat ED but turn out to be counterfeit drugs. To educate the right concept of dealing with ED, teach TA to clearly identify online fake drugs and encourage patients to seek right solutions, we not only invite the first female urologist to shares women’s viewpoints and create a “Hard Day” for men to induce discussion, but also hijack the online search behavior to fight against fake drugs. We also heat up the social buzz for positive atmosphere by personifying 4-level hardness for the healthy sexual talks on social media. Successfully change attitudes and behaviors!