Nominees Category: 2023

One great challenge in any campaign is to have a message that genuinely resonates with the audience. Our full-funnel campaign for FWD accomplishes exactly that.

As the world picks itself back up, the transition hasn’t been easy; habits changed, priorities shifted, and hesitancy in decision-making is at an all-time high.

So we crafted a strategy focused on promoting health and well-being. Our pinpoint execution included leveraging Canto-pop group MIRROR and their loyal following to help carry our campaign messaging. Not only did the band respond with utmost positivity, but so did their fans, our audience, and the city.

We generated buzz around Hong Kong, enhanced brand awareness, engaged with audiences, and ensured that we continue the conversation with authentic content created by MIRROR themselves.

This campaign was a success at any measure. But the greatest thing we brought about? An optimistic future, with health and well-being at the forefront.

QT is a luxury hotel chain designed to allow guests to indulge their strangest desires. But, after two years of COVID lockdowns, the hotel found themselves opening their doors to the worst economic downturn in over a century. With both the hotel and its guests strapped for cash, QT needed an idea that would help to generate buzz and stimulate hotel bookings without costing them, or their clientele.

So, in a promotion as unorthodox as the properties themselves, QT invited guests to pay for their stay using an item of personal value. From engagement rings to haunted dolls, so long as the item had value to the guest, it was a valid form of payment.

600+ curious currencies were submitted, generating 75 pieces of earned media and reaching 29 million customers. The integrated approach resulted in $1.5 million of media coverage from a media spend of just $10,000.

Like most skincare and beauty brands in China, TriPollar, an Israeli home beauty device brand, relied primarily on livestreamers to drive its sales. However, TriPollar found that this traditional approach made the brand overly dependent on factors outside of its own control, making it difficult to build strong brand recognition and a solid foundation for future growth. To build brand recognition without a reliance on livestreaming, enriching brand assets to facilitate self-driven sales, we helped our client create a key brand asset that can differentiate TriPollar from competitors and then identified a key moment to deliver the message for maximum effect on our target audience thought a surprising fashion crossover. Ultimately, we successfully made TriPollar stand out from a highly homogenous and crowded market and drove strong sales.

Virgin Australia and Tourism Tasmania partnered to drive more visitors to travel via air to Tasmania during the winter ‘Off Season’. We were tasked to create a change in how the rest of Australia sees winter – showing how it’s something worth embracing rather than escaping.

In collaboration with Australia’s influential athletic apparel brand P.E Nation, we created the first ever in-air Black Tie event, with a twist. Instead of penguin suits and sparkling overcoats, we introduced our guests to a Tassie favourite — the ‘Tassie Tux’. The limited edition ‘Tassie Tux’ (black puffer jacket) was designed and debuted onboard the first flight of winter.

Chongqing’s shopping complex openings in 2021 were six times that of previous year. The brand thus leveraged Chongqing’s 25th anniversary as an independent municipality to build the city’s pride and cement bonding with the public by emphasizing it as a true Chongqing landmark. It debuted the international cultural artwork “The Gate to the East” in China, which was a multi-level pyramid of bamboo symbolizing Chongqing’s mountains and heritage in a modern way. The grand exhibit, together with a series of themed activities co-launched with top-notch fashion brands, drew national and international awareness and enlarged the market shares by pulling shoppers locally and from nearby cities. Results: With six times more new competitors, the brand successfully enlarged its market share with 101.24% sales growth. 874 media reported the event reaching a 1.2+ billion audience. 51% of earned exposure came from international media in 10+ regions.

The earphone market has been growing rapidly with the maturity of technology and the increasingly diversified needs of consumers. The vast choices of earphones made consumers have difficulty choosing their earphones. Given that consumers tend to search on the Internet before making a purchase decision, we focused on solving consumers’ pain points they encounter while searching: technical specification understanding and usage scenarios consideration. We unveiled the technical intricacies to allow the journalists to apply the knowledge to their news articles and make them understandable to the consumers. Furthermore, we created an immersive live experience by combining the two noisiest common earphone-using environments to provide an ideal testing place for the functional effects and sound quality of earphones in the user’s daily life.