TOP 10 MARKETI NG CAMPAI GNS I N ASI A PACI FI C

MARKETING CAMPAI GNS

01
PRESENTER:
OLIVER KITTIPONG
VEERATAECHA
VICE PRESIDENT, DIRECTOR OF
IDEA STRATEGY, Y&R THAILAND
CAMPAIGN SYNOPSIS
The Thai never mind mentality towards condom usage was adding to the 500,000 people knowingly or unknowingly
infected by HIV. Also, HIV is considered a prostitutes disease, the misconception that one time sex means no risk,
and the feeling of distrust linked to condom use demanded a campaign to educate youth to take off their blinders
and put on condoms. Think HIV/Think Protection inspired awareness and empowered teens to practice safe sex by
proving HIVs threat to their lives. The overall efforts contributed to a 43% decrease in new HIV cases, demonstrating
that a campaign bringing an issue top of mind can inspire change.
CLIENT CREDITS MECHAI VIRAVAIDYA Chairman
AGENCY CREDITS CHOKECHAI KASEMSRIPITAK Executive Creative Director
ITTAWIN NGOENWICHIT Account Director
NARISSARA UTHAIWATTANATORN Senior Strategist, Creative & Digital Planner
THINK HIV / THINK PROTECTION
THAI LAND
AGENCY Y&R THAILAND CLIENT AIDS ACCESS FOUNDATION
CATEGORY PRO-BONO
1
MARKETING CAMPAI GNS
02
FATHER & SON
SINGAPORE
AGENCY LEO BURNETT GROUP, SINGAPORE
CLIENT MINISTRY OF COMMUNITY DEVELOPMENT, YOUTH & SPORTS
CATEGORY GOVERNMENT
PRESENTER:
CHRIS CHIU
EXECUTIVE CREATIVE DIRECTOR
LEO BURNETT GROUP, SINGAPORE
CAMPAIGN SYNOPSIS
With Singapore increasingly becoming a greying nation, the Ministry of Community Development, Youth and Sports,
a key ministry within the Singapore government, needed a campaign to curb the potential abandonment of the elderly
by the younger generation. As an Asian country, embracing the Confucian practice of lial piety seemed a strong
approach. Playing on the fact that children typically mimic their parents, the campaign focused around an emotional
spot that revolved around the dynamics of a three-generation household. The end take out being brought to life by the
tagline, How one generation loves, the next generation learns. Primarily speaking to the second and third generations
of families (i.e. 17 - 45 years of age), this campaign came to life via multiple channels including television, cinema,
cable television and social media.
CLIENT CREDITS RICHARD TAN Director of Communications
International Relations Division
MINDY CHEONG
Manager of Communications International Relations Division
AGENCY CREDITS CHRIS CHIU Group Executive Creative Director
SAURABH VARMA Account Management KURT VIERTEL Account Management
TAY YI LING Account Management STELLA POK Account Management
CLAIRE CHAN Account Management BRENDA KOH Account Management
LEE MIN QI Account Management ANTHONY LEE Executive Producer
2
3
MARKETING CAMPAI GNS
NIPPON AIRCARE
MALAYSI A
AGENCY NAGA DDB MALAYSIA CLIENT NIPPON PAINT
CATEGORY NON-FOOD FMCG
PRESENTER:
YAP SOON MIN
ASSOCIATE STRATEGIC PLANNING
DIRECTOR, NAGA DDB MALAYSIA
CAMPAIGN SYNOPSIS
For a premium price, Nippon Paints newest product, Odour-less AirCare, turned harmful formaldehyde in the air
into water vapour. Problem was, Malaysians had never heard of dangers of formaldehyde. Our goal was to double
the monthly sales of Nippon Odour-less (its predecessor) and achieve a launch target of 40,000 cans. By targeting
families with kids, and highlighting non-critical symptoms, we implicated formaldehyde and promoted Nippon Odour-
less AirCare as a solution. The above, coupled with a gradual communications rollout and the use of its familiar
mascot, Blobby, helped achieve phenomenal results. It not only outsold the 20,000 can monthly average of its older
variant, it doubled the launch target, achieving 80,000 cans sold.
CLIENT CREDITS AUDREY TAN Assistant Manager
AGENCY CREDITS ALEX YOONG Business Unit Head
YAP SOON MIN Associate Strategic Planning Director
ALVIN TEOH Executive Creative Director
NEAL JANSEN Senior Brand Executive
03
PRESENTER:
ANDY WILSON
HEAD OF PLANNING
CHAIRMAN OF ASIA PLANNING
COUNCIL, BBDO SINGAPORE
MARKETING CAMPAI GNS
W.A.L.S. I NDI A
AGENCY BBDO INDIA CLIENT P&G INDIA
CATEGORY NON-FOOD FMCG
CAMPAIGN SYNOPSIS
Our task was to encourage men to shave, shedding the prevailing unshaven look endorsed by their role models.
Our strategy was to leverage the views of their female partners. Nielsen research revealed 77% of women prefered
clean-shaven men. We created a social movement, Women Against Lazy Stubble (WALS) a publicity generating
campaign that gave women a voice in how they prefer their men to groom. It began as an unbranded facebook page,
and ended up a national phenomenon. The campaign generated 4x expected earned media, tripled marketshare of
Mach3, and generated an ROI of 1 : 18. WALS won numerous effectiveness & creative awards.
CLIENT CREDITS SHARAT VERMA Brand Manager
ANJUL GUPTA & ABHISHEK DESAI Assistant Brand Managers
AGENCY CREDITS JOSY PAUL Chairman / Chief Creative Ofcer / Copywriter
RAJDEEPAK DAS Executive Creative Director / Copywriter / Art Director
SHAHVEZ AFRIDI Strategic Planner
SANDEEP SAWANT Creative Director / Art Director
PASHYN SETHNA Copywriter
PARTNER AGENCIES: MEDIACOM, WEBER SHANDWICK & ENCOMPASS
04
4
MARKETING CAMPAI GNS
HOW CULTURE CODES HELPED
CADBURY DAIRY MILK CREATE A NEW
CHOCOLATE OCCASION IN INDIA I NDI A
AGENCY OGILVY & MATHER INDIA CLIENT CADBURY KRAFT INDIA
CATEGORY FOOD FMCG
PRESENTER:
NATALIE VANDER-VORST
REGIONAL BUSINESS DIRECTOR
OGILVY & MATHER, SINGAPORE
CAMPAIGN SYNOPSIS
This Cadbury Diary Milk campaign showed the meaning of a chocolate can be
different in different cultures, and the nature of journey a foreign brand needs to
undertake to be a mass success in different cultures also needs to be radically
different. This is the story of how understanding the difference in culture codes
helped Cadbury Dairy Milk (CDM) nd a new occasion for consumption and
become a part of the Indian sweet eating occasions. The impact of the strategy
is more than evident from the business impact. CDM sales grew by 42% in value
and 33% in volume.
CLIENT CREDITS NIKHIL RAO Vice President NITIN SAINI Category Head
SUDHANSHU NAGPAL Brand Manager
AGENCY CREDITS ABHIJIT AVASTHI National Creative Director VIJAY SAWANT
Senior Creative Director - Art MANOJ SHETTY Senior Creative Director - Copy
SONALI SEHGAL Senior Vice President KAUSTUBH MAHAJAN Client Servicing Director
05
5
MARKETING CAMPAI GNS
PRESENTER:
LOVELEEN RAINA
VICE PRESIDENT & GENERAL MANAGER
MCCANN ERICKSON PTE LTD - MUMBAI
SAFFOLALIFE

YOUNG AT HEART
INDIA
AGENCY MCCANN ERICKSON PTE LTD - MUMBAI
CLIENT MARICO ( I ) LIMITED CATEGORY CONSUMER SERVICES
CAMPAIGN SYNOPSIS
How do you get people to get over their inertia to take preventive health measures, even when there are no current
signs of danger. Especially in a country like India where the youth population amounts to around 65% and their
susceptibility to heart ailments is the highest in the world. Saffolalife launched the Young@Heart campaign on World
Heart Day which brought alive the insight that how you behave is reective of your heart age and not you real age
through an integrated multi-media campaign. The result a huge change in people attitude and improvement on the
brands heart-care equity.
06
6
CLIENT CREDITS SAMEER SATPATHY Executive Vice President
SHAKIRA MUNSHI Brand Manager
AGENCY CREDITS LOVELEEN RAINA Vice President & General Manager
MANGESH MULAJKAR Business Director
MARKETING CAMPAI GNS
CLIENT CREDITS
LYNETTE ANG
Senior Vice President
& Head of Marketing
KAREN CHAN
Senior Manager & Head of
Marketing Services & Events
CLARA TAN
Senior Executive of Marketing
Services & Events
AGENCY CREDITS
CHARLES WIGLEY
Chairman
STEVE ELRICK
Regional Executive
& Creative Director
ARA HAMPARTSOUMIAN
Regional New Business Director
CHERRY CHAN
Strategic Planner
DANIEL KO
Copywriter
JANSON CHOO
Art Director
SOPHINA SMITH
Account Director
JONATHAN KANG
& NICOLE ONG
Account Managers
NTUC INCOME, FLOOD AD
SINGAPORE
AGENCY BBH ASIA PAC CLIENT NTUC INCOME CO-OPERATIVE LIMITED
CATEGORY CONSUMER SERVICES (FINANCIALS)
CAMPAIGN SYNOPSIS
NTUC Income, a local co-operative insurer, seized an unlikely tactical opportunity and
yielded signicant impact out of it. When Singapore was unexpectedly hit by a series of
ash oods in June last year, NTUC Income stepped forward with the promise that it would
quickly and fairly pay all resulting claims on its insurance policies, countering the stereotype
of insurance companies being difcult to deal with and slow to pay out in such situations.
This was done via a series of print ads which ran within 24 hours of the ood.
PRESENTER:
JONATHAN KANG
ACCOUNT MANAGER
BBH ASIA PAC
07
7
CAMPAIGN SYNOPSIS
Australians have always believed their 4 biggest banks, Commonwealth, Westpac, ANZ and National Australia Bank
(NAB) work together xing fees and eliminating competition. The reality however is the opposite. NAB had in fact
spent 2 years making dramatic changes abolishing fees and lowering interest rates, all to be considered fairer and
more competitive by customers. To create the perception that NAB was truly different, we let the public witness NAB
publically break up with the other banks. The break up dominated news channels for several days, generated $5
million of earned PR media in a single day, and led to a 79% increase in home loans applications, and a50% increase
in credit card applications within the rst few weeks.
CLIENT CREDITS ANDREW HAGGER Group Executive
FIONA LE BROCQ Head of Brand Management
SANDRA DE CASTRO EGM Strategy & Marketing
AGENCY CREDITS ANT KEOGH Executive Creative Director
SIMON LAMPLOUGH Account Director
PAUL REES-JONES Head of Planning
BREAK-UP
AUSTRALIA
AGENCY CLEMENGER BBDO
CLIENT NAB
CATEGORY BUSINESS SERVICES
PRESENTER:
ANDY WILSON
HEAD OF PLANNING
CHAIRMAN OF ASIA PLANNING
COUNCIL, BBDO SINGAPORE
08
8
MARKETING CAMPAI GNS
PRESENTER:
ANDY WILSON
HEAD OF PLANNING
CHAIRMAN OF ASIA PLANNING
COUNCIL, BBDO SINGAPORE
ANLENE LISTEN TO YOUR BONES
SI NGAPORE
AGENCY BBDO PROXIMITY SINGAPORE
CLIENT FONTERRA BRANDS
CATEGORY FOOD FMCG
CAMPAIGN SYNOPSIS
Anlenes The Listen to Your Bones campaign was developed in several markets across Asia to help women who
were not drinking hi calcium milk understand more about the risks associated with bone health. Because weak
bones give no symptoms or signals, we needed to help women understand more about the bones, and realize that
their bones could be at risk. The campaign involved giving free bone health scans and consultations to hundreds of
thousands of women across Asia. Advertising highlighted the risks of insufcient calcium, and presented Anlene as
the positive bone health solution, resulting in growth ranging from 17% to 63%.
CLIENT CREDITS
RICKY AFRIANTO
Category & Brand Manager, Adult
APARAJITO RAM
Category & Brand Director, Adult
AGENCY CREDITS
DANNY SEARLE
Chairman & Chief Creative Ofcer
ANDY WILSON
HEAD OF PLANNING
Chairman of Asia Planning Council
JOE BRAITHWAITE
Regional Account Director
09
9
MARKETING CAMPAI GNS
PRESENTER:
CHIA PIWO
STRATEGIC PLANNING DIRECTOR
Y&R MALAYSIA
CLIENT CREDITS TUAN HAJI IZELAN BASAR Astro Oasis Channel Manager
NIZAM HAMID Astro Productions Producer
SHAHARUDDIN MOKHTARUFFIN Astro Production Director
AGENCY CREDITS CHRISTINE CHANG SENIOR ACCOUNT DIRECTOR
EDWARD ONG CHIEF CREATIVE OFFICER
ANGIE SIM CREATIVE DIRECTOR
CAMPAIGN SYNOPSIS
Islamophobia is now sadly the vernacular of much international political debate. We wanted to tackle the issue
at a fundamental level; dening the true meaning of Islam to the young Muslims of today as a means to break
the cycle of mutual misunderstanding. What started as simply the need for new TV content to reach the largely
untapped heartland of Malay Muslims, became a vehicle to search for a new young modern Imam (or Leader) and a
highly visible and relevant platform for the voice of the real Islam not just in Astros home market of Malaysia, but
globally too.
IMAN MUDA
MALAYSIA
AGENCY Y&R MALAYSIA
CLIENT ASTRO ENTERTAINMENT SDN BHD ASTRO OASIS
CATEGORY CONSUMER SERVICES
10
10
15 Enggor Street, #07-01 Realty Centre, Singapoore 079716
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65 6221 1106 | Website: www.ias.org.sg
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