Page 1

asia-pacific pr awards

Local shine to regional awards

N

This year marks the 10th anniversary of the Asia-Pacific PR Awards, and in that time we have seen the PR industry in Asia-Pacific go from strength to strength. The winners contained in the pages that follow represent the pinnacle of communications programmes carried out across Asia over the past 12 months and which displayed innovation, execution and a firm understanding of the Asian consumer. This year’s winners not only show the variety and breadth of PR across the region, but also the growing influence of local firms. The PR Network of the Year, for instance, was awarded to Strategic Public Relations Group(SPRG), a financial PR firm that in recent years has spread its wings into new specialities. Judges were impressed especially by SPRG’s local roots — the agency, they felt, was a great example of a truly Asian network that has grown in scale to a position where it is beginning to rival its global counterparts. Similarly, Kumi Sato of Cosmo PR was named PR Agency Head of the Year, a tribute to how she has built the Japanese firm over the past two decades. The Asia-Pacific PR Awards has become an unrivalled benchmark for the region’s communications industry and Campaign Asia-Pacific remains committed to delivering an awards programme that showcases the best and the brightest. Of course, this would not be possible were it not for the huge commitment of time and professional insight provided by the panel of judges. Campaign Asia-Pacific would like to thank all the judges for assisting with what was a lengthy but rewarding process.

CONTENTS The judges Gold Awards Campaign of the Year Network of the Year PR Agency Head of the Year PR Consultancy of the Year Mid-Sized Network of the Year Corporate Communicator of the Year People & Consultancies Awards Young PR Professional of the Year Social Education & Philanthropy Awards Enviornmental Corporate Social Responsibility Public Sector Targeted Audience Awards Employee Communications Industry Market Awards Business-to-Business Technology Healthcare: Ethical General Consumer Awards Consumer Launch Arts, Entertainment & Media Product Brand Development Corporate Awards Public Affairs Corporate Branding Financial Communications Crisis or Issues Management Corporate Publications Technique Awards Best Use of Digital Promotional Activity

67 68 69 70 71 73 75 73 76 76 77 77 78 78 79 79 80 80 81 81 83 83 85 85 85

Recession or not, creativity still Year 2010 has been a tough one on the public relations industry in Asia as companies begin to reemerge from their recovery. Nonetheless, amidst the toughest economic recession in decades, public relations agencies have remained focused on leading the industry and raising the bar to new standards. This is clearly illustrated in most of the entries that we received this year. In total, there were [insert number] entries, with [insert number] in the [insert category name] alone. As a whole, the judges concluded that the campaigns put forth this year by the agencies not only represented boldness and creativity but also showcased a deeper level of connection with the masses. With more and more campaigns that speak to the heart, it is evident that PR is no longer merely about strategic media placements – but rather, through compelling vision and effort, it drives action directly from the audience. Businesses can soon cast aside success measures based on the alltime favourite AVEs and instead find solid ways and approaches to assess real business outcomes. With all the relevant and innovative campaign ideas as seen in the entries, it was very hard to weed out the good from the bad. All the entries in their own right spoke highly of their achievements and were a big success. The judges are truly pleased to see how imagination still continues to thrive. This, coupled with a strong pool of talented PR practitioners simply goes to show how passionate the people in the industry are about delivering high quality work with real impact. .

thriv

Finally, on behalf of the judges, I would like to offer my congratulations to all the winners and thank all the agencies for continuously striving to push the industry’s boundaries. Anita Gupta Head of Corporate Communications & Sustainability, DHL Asia Pacific & Eastern Europe, Middle East & Africa

Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. The firm’s seamless worldwide network consists of 68 offices and 71 affiliate offices, together operating in 98 countries across six continents. BursonMarsteller is a part of Young & Rubicam Brands, a subsidiary of WPP, the world’s leading communications services network. 66

campaign

Fleishman-Hillard, part of Omnicom Group, is a leading global communications consultancy with a full-service network in Asia Pacific consisting of 15 wholly owned offices (plus affiliates) specializing in digital integration, consumer marketing, public affairs, corporate and financial communications, crisis and issues management, technology and healthcare communications, employee

SPRG is the largest public relations consultancy in Hong Kong. A leader in IPO/IR, corporate and marketing communications, among other proficiencies, SPRG has completed over 200 IPO campaigns to date and earned the trust of over 180 retainer clients in Hong Kong. The award-winning Group is committed to upholding the highest standard of excellence. ww.sprg.asia

Waggener Edstrom Worldwide (WE) is an award-winning global, integrated communications agency. The independently owned agency has over 800 employees in 17 offices globally. Its Global Alliance program expands the agency’s reach to 30 additional international markets. WE offers seven practices including its digital strategies group, WE Studio D™. More information at apac.

december 2010

campaignasia.com

relations and change management. The firm was named “Asia Pacific PR Network of the Year” in 2004

waggeneredstrom.com

SAMANTHA SIN

SpONSOrS’ prOfilE


asia-pacific prPRawards ASIA PACIFIC AWARDS

The Judges

Back row from left to right: Bruce shu, Heather mcgregor, Lynne anne Davis, graham Rough, steve Dahllof, sarah Lee, Jonathan sanchez, David Ko, Richard Tsang, anthony Rose; seated from left to right: gill Zhou, Jeremy Woolf, anita gupta, David Hall, Jimmy Tay, chris Tang

CHAIR OF JUDGES Anita Gupta Head of corporate communications and sustainability Asia-Pacific and EEMEA, DHL Asia Pacific, Eastern Europe, Middle East and Africa (APEM)

JUDGES Steve Dahllof President and CEO Asia-Pacific, Ogilvy Public Relations Worldwide Lynne Anne Davis President and senior partner, Fleishman-Hillard International Communications Asia-Pacific

Samantha Sin

David Hall Head of group communications (Asia), HSBC Asia-Pacific

Heather McGregor Director, Taylor Bennett Anthony Rose Vice-President, corporate affairs Asia, Walmart Asia Graham Rough Head of regional marketing strategy, Fuji Xerox Asia-Pacific Jonathan Sanchez Regional director, Asia-Pacific, Japan, Edelman Bruce Shu Managing director, Grayling China Chris Tang Managing director Asia-Pacific, The Hoffman Agency

David Ko Executive vice-president and managing director Asia-Pacific, Waggener Edstrom Worldwide

Jimmy Tay Chief executive, Southeast Asia/senior vicepresident Asia-Pacific, Hill & Knowlton AsiaPacific

Sarah Lee Assistant area communications manager, Shanghai Benetton Trading Co., Ltd

Richard Tsang Chairman and managing director, Strategic Public Relations Group

campaignasia.com

Jeremy Woolf Global social media lead and senior vicepresident, Text 100 Asia-Pacific Gill Zhou Vice-president of brand systems and external communications, IBM Greater China Erin Atan Corporate affairs director, BMW Group Asia Alastair Hetherington Managing director and COO Asia, Financial Dynamics Bob Pickard President and CEO Asia-Pacific, Burson Marsteller Gary Rosen SVP global operations, planning and Performance, InterContinental Hotels Group Azmar Sukandar Head of Communications Asia-Pacific, FT

DecemBeR 2010

campaign 67


asia-pacific pr awards ASIA PACIFIC PR AWARDS Gold Awards

Campaign of the Year

Yonsei Business School Alumni Association WINNER Campaign Blue Butterfly Campaign Client Yonsei Business School Alumni Association Agency Prain Rapidly escalating tuition costs have created a situation in Korea where many college and university students have had to quit school and, in extreme cases, led to suicides. Students at Yonsei Business School were as vulnerable and the school urgently needed a substantial scholarship programme to maintain its competitive edge and attract future students. Outdated and impersonal communications created obstacles in encouraging donations, with alumni donation rates hovering at less than three

per cent. A more effective, direct method of donor engagement was therefore critical. The chairman of the alumni association — himself a recipient of a four-year scholarship — set an ambitious goal of raising sufficient funds for scholarships which would mean tuition fees were no longer necessary. The resulting solution employed a three-pronged communication strategy, built on the key principles of convenience for making donations, use of technology such as online banking and social media, and transparency so that donors would know exactly where their money goes. While few donors can afford a single scholarship donation of US$9,000 per annum, split between 30 alumni, this was just $300 each, or less than $1 a day. From here came the campaign slogan, ‘$1 a day; scholarships for all’ — the butterfly effect, in other words, which also inspired the name of the

campaign (blue being the official school colour). Launched in December 2009, a website, blog and Twitter account were set up. A butterfly-shaped card bearing only the name of the website was mailed to each alumnus to spark curiosity and inviting them to visit the website. The amount donated is shown on the website in real time; when a donation is made, it is broadcast live via website, blog and Twitter. A constant incentive and token appreciation were sent to donors, while scholarship recipients sent ‘thank you’ notes. The original goal to collect $1 million from 1,000 alumni within 100 days was surpassed far ahead of schedule. Within 50 days of launch, $1.8 million was raised, equivalent to a fund to support 200 students for one year. As of August 2010, more than 2,300 alumni were participating and $2.3 million had been raised.

68

campaign

december 2010

picture credit

“The original goal to collect US$1 million from 1000 alumni within 100 days was surpassed far ahead of schedule.” campaignasia.com


asia-pacific prPRawards ASIA PACIFIC AWARDS

Gold Awards

Asia-Pacific Network of the Year Strategic Public Relations Group

WINNER

picture credit

Staking its claim as the largest Asian independent PR network and largest PR consultancy in Hong Kong, Strategic Public Relations Group (SPRG) has maintained its independence across more than 100 countries and cities via affiliate partners. Since its launch in 1995, the agency has branched out from Hong Kong, and from a single area of specialty — IPOs and IR communications — into a diversified practice. Despite the economic crisis sparked in late 2008, in the first half of 2009/10 SPRG recorded a strong growth in operating profit of more than 1,400 times compared with the corresponding period a year

before. From September 2009 to June this year, operating profit grew 291 per cent year-on-year compared to the same time frame in 2008 and 2009. Staff retention rates were high at 69 per cent, while retention of senior director-grade and above, who have been with the agency for between five to 10 years, is 100 per cent. Credit goes to SPRG’s internal training programmes and staff development measures. A total of 32 staff activities were arranged to enhance morale and teambuilding over the past twelve months, in addition to a 15th anniversary celebration. SPRG’s portfolio of 274 retainer clients account for 90 per cent of earnings, providing a steady revenue stream and springboard for growth.

Despite a highly competitive market, the group managed to achieve a client retention rate of nearly 80 per cent. Innovations in other areas include the Focused Audience Platform, a linked database of more than 25,000; the ‘Mommy Portal’ in Taiwan which targets mothers and extends to child nourishment sector; the ‘Thinking Fashion Forum’ in Malaysia; and the marketing trends research programme, ‘Trends Roundup’. The agency’s transformation from an investor relations specialist to a diversified full-service PR firm has not detracted from its core, with 15 IPOs completed in Hong Kong and one in Singapore — in Hong Kong, SPRG’s IPO market share remained at 30 per cent over 2009 and 2010.

“SPRG’s portfolio of 274 retainer clients account for 90 per cent of earnings, providing a steady revenue stream and springboard for growth” campaignasia.com

december 2010

campaign 69


asia-pacific pr awards ASIA PACIFIC PR AWARDS Gold Awards

PR Agency Head of the Year Kumi Sato

WINNER Under Kumi Sato’s leadership, Japanese firm Cosmo Public Relations has transformed from a publishing company to a globally-focused agency which this year celebrates its 50th anniversary. A graduate of Wellesley College in Massachusetts, Sato joined McKinsey & Co in New York in 1981, before leaving to set up her own company two years later, assisting Japanese companies looking to expand in the US and non-Japanese companies looking to tap into the Japan market. Returning to Japan in 1986 Sato began championing women’s rights, becoming one of the youngest presidents of a company in Japan at age 27.

In 1999, Sato established womenjapan.com, the country’s first internet site for women, offering career counselling and other advice on empowering Japanese professional women. She sold the company in 2003. When Sato took over Cosmo PR in 1987, the number of foreign clients it retained was less than one per cent. Today, foreign MNCs account for 75 per cent of the agency’s business, ensuring the company remained strong through two decades of sluggish economic growth in Japan. An established author and lecturer, Sato has achieved accolades such as being nominated among the World Economic Forum’s ‘100 Global Leaders for Tomorrow’ in 1998 and making Forbes’ ‘50 Leading Women Entrepreneurs of Japan’ list in

1999. Under her direction, the practice of PR in Japan has changed. Sato has led Cosmo PR in assisting more than 500 international businesses over the last 20 years, her bi-cultural approach allowing the agency to carve a niche in the Japanese public relations scene. Cosmo PR’s healthcare practice has grown by more than 30 per cent compounded over a five-year period, presently accounting for approximately 65 per cent of the agency’s revenue. Last year, it recorded its biggest ever number of new business wins, with Sato leading new business efforts culminating in the launch of Japan’s first vaccination against cervical cancer (GlaxoSmithKline) and a high-profile campaign for World Diabetes Day (Sanofi-Aventis).

70

campaign

december 2010

picture credit

“Sato’s bi-cultural approach has allowed the agency to carve a niche in the Japanese public relations scene.” campaignasia.com


asia-pacific prPRawards ASIA PACIFIC AWARDS

Gold Awards

PR Consultancy of the Year

Edelman Public Relations Singapore WINNER

picture credit

In the face of severe financial downturns and a faltering global recovery, Edelman Public Relations Singapore bucked the trend with revenue growth of 39 per cent between financial years 2008 and 2010. The agency built upon its strong client base, including Roche Diagnostics, Samsung and Aviva, by adding new wins across all its key practices of health, corporate, consumer and technology. With 36 new clients in the past two years, wins in 2010 included Amadeus, Kraft Foods, Levi’s, the Media Development Authority, Zespri, Ben&Jerry, Pfizer, Abbott, RIM, Hewlett Packard and AMD.

Edelman played a key role in some of Singapore’s major PR campaigns and events of the past 12 months, including the launch of Marina Bay Sands, attended by 1,000 media from around the world and more than 170 media briefings in three days. For the World Cities Summit, 132 local and international media attended, generating nearly US$3.9 million in advertising value equivalent press coverage. The agency launched its Trust Barometer this year, providing critical insight into the drivers of corporate reputation management in the face of the economic downturn. Acting minister for information, communication and the arts Lui Tuck Yew cited Edelman’s research during a

parliamentary speech, leading to a second wave of nationwide broadcast, print and online coverage. Edelman also hosted local media and blogger roundtables on CSR, digital and technology trends, as well as providing speakers for more than a dozen conferences and talks in the past year alone. The quarterly online intelligence report Digital Brand Index was launched to compare digital engagement of brands across eight markets in Asia-Pacific. In an industry dogged by high staff turnover, Edelman achieved retention rates of 85 per cent over the last two years, during which time retainer clients increased by more than 50 per cent to enable long-term strategic programmes and the ability to support major events.

“Edelman played a key role in some of Singapore’s major PR campaigns of the past 12 months, including the launch of Marina Bay Sands.” campaignasia.com

december 2010

campaign 71


asia-pacific prPRawards ASIA PACIFIC AWARDS

Gold Awards / People & Consultancies Awards

Mid-Sized Network of the Year WINNER Last year, Waggener Edstrom expanded beyond its traditional cornerstone of technology accounts with the establishment of a healthcare division and consumer practice. A tandem approach was deployed with strategic hires to head the development of the new practices, while simultaneously relying on account leads to develop existing clients in China (Beijing and Shanghai), Hong Kong and Singapore. As a result, Waggener Edstrom won 18 new accounts in competitive pitches in the first six months of 2010, and is on target to meet forecast revenue growth of 17 per cent. Additionally, the agency will have a presence in India by the end of this year, with at least three more branded offices to be added within the first half of 2011. Among the most dramatic examples of Waggener Edstrom’s blue chip growth has been the consumer practice’s expansion in Hong Kong, including retainers with Maxim’s Bakery, boutique Irish brewer Porterhouse, CSL mobile telecommunications and digital projects for 7-Eleven. The agency also beat 12 other firms in a competitive pitch for the Hong Kong Cyberport account. Two year-long government sector projects from Singapore’s Health Promotion Board are being delivered with support from the agency’s dedicated digital strategies group, WE Studio D, which has

also delivered work for clients such as Sony Ericsson, Iomega, ESPN Star Sports, Fujitsu and LG Mobile Communications. Waggener Edstrom’s proprietary research tool, twendz took its fifth industry award in a year in March, and the agency won two silvers at the Ninth China Golden Awards for Excellence in Public Relations for its Shanghai Golden Grand Prix 2009

Young PR Professional of the Year

and Microsoft Achieve More projects. Human resources also remain a key focus for the agency, with former staffer Winnie Lai returning to head the expansion of Waggener Edstrom in Greater China, while Cathleen Witter now leads the regional healthcare practice and Nathan Misner — one of the original founders of Studio D in New York — also coming on board.

Sponsored by

picture credit

AWARD Since first joining Pulse Communications in 2006 as an account manager, 29-year-old Jacqui FegentMcGeachie has been promoted four times and now holds the senior position of practice director. She leads the ‘Responsible Brands’ practice, which she was instrumental in establishing, and the travel and tourism practice. Fegent-McGeachie has led client programmes which have assisted in improving corporate reputation, shifting perceptions, increasing brand and corporate awareness, driving sales and creating consumer engagement. She has played a crucial team role in 22 award-winning campaigns, ranging from the multi-award winning BlueScope Steel Tank A Day Challenge (which she managed), to the relaunch of Old Parliament House and the search for the original ‘Happy Little Vegemites’. Leading eight client teams and directly managing five staff ranging from senior consultants to account directors, Fegent-McGeach ie was chosen to represent Pulse in the establishment of Ogilvy PR’s community programme, ‘So Inspired’, and was part of the team which wrote its charter. She also played a key role in establishing Ogilvy’s relationship with not-for-profit group Youth Off the Streets. Since September 2009, Fegent-McGeachie has led pitch teams for key account wins, including Gold Coast Tourism, Sensis, Telstra and Tourism campaignasia.com

NSW. For Tourism Australia, her grassroots community engagement programme took the form of a photography competition and launched the multi-staged ‘There’s nothing like Australia’ brand campaign which saw more than 30,000 entries, making it the most successful in the nation’s history. The client noted that the positive publicity generated reached more than 24 million people,

and credited Fegent-McGeachie and her team for the extensive consumer participation. Having begun her career at Weber Shandwick Sydney, Fegent-McGeachie is now a member of the Public Relations Institute of Australia, and is regularly invited to present to members as well as university students looking to enter the public relations field. december 2010

campaign 73


asia-pacific prPRawards ASIA PACIFIC AWARDS

Gold Awards

Sponsored by

Corporate Communicator of the Year HP China

WINNER

picture credit

In recent years, Hewlett-Packard (HP) has done an admirable job of building its brand among diverse consumer segments in the China market. This is in the face of considerable competition from domestic rivals such as Lenovo. The past twelve months have seen the brand act convincingly on its proclaimed ‘In China, for China’ strategy. The biggest challenge the brand faced over the period was in balancing its appeal in both the business and personal sectors, and maintaining the momentum and relationships it had built with its target audiences. Key initiatives included HP Life, a learning programme for entrepreneurs, and training courses for university students under the

HP Education Services umbrella, among others. One priority consumer group for the brand is China’s 300 million-strong youth market, HP has positioned itself as an innovative brand that understands and shares youth interests over the past two-and-a-half years with its evolving ‘My Computer, My Stage’ brand campaign. To remain front-of-mind among this segment, HP continues to focus on building a community of fans, rather than aggressively promoting its products. The third phase of its youth-oriented campaign saw it partner with influential portals and social media destinations, as well as broadcast TV, to facilitate the production of a film by young artists. The result was a new platform to engage directly with the target demographic that continues to generate interest, having attracted more than

223,000 entries, page views to the campaign site continue to grow, and the movie is expected to reach an audience of 10 million when released. A separate initiative that demonstrates the company’s ability to engage with its consumers in China is one for its Imaging and Printing Group (HP-IPG). The campaign, which was named Product Brand Development Campaign of the Year in this year’s awards, saw HP align itself with the literary masterpiece ‘The dream of the red chamber’ by supporting the adaptation of the work into a film. Targeting design industry professionals the company demonstrated how its upgraded low-end A3 printers were able to contribute to the success of the production, and achieved more than twice the news exposure of closest rival Canon over a 14-day period, when Canon also launched a new product.

“The brand continues to focus on building a community, rather than aggressively promoting its products” campaignasia.com

december 2010

campaign 75


asia-pacific pr awards ASIA PACIFIC PR AWARDS Social Education & Philanthropy Awards

Environmental Campaign of the Year AWARD Campaign Small Changes = Big Change: Bayer Australia & New Zealand B-Green Programme Client Bayer Australia Agency (OgilvyEarth) Ogilvy Impact In 2008, Bayer’s chairman flagged global climate change as “one of the most dominant issues of our age” and launched the Global Climate Change Programme. Bayer Australia and New Zealand recognised the need to establish a unified regional approach to environmental sustainability, as well as a strategic approach and action plan for internal communications to support its environmental management plan. To increase awareness of Bayer’s local environmental targets, the B-Green programme was developed to promote what employees can do both at work and in their personal lives. A B-Green charter, ‘Think. Act. Live.’, embodied the company call to action for all employees, while the ‘B-Green Come Clean’ challenge encouraged staff to disclose a personal environmental misdeed with a photo and pledge to make up for it. Entries were showcased on the newly-created B-Green intranet, and used in posters and an email teaser campaign. Coaching sessions were conducted with Bayer’s Country Group Council (CGC), Environmental Health & Safety (EH&S) and ‘Green Champions’ to present targets and commitments, communication

plans, key messages training and to clarify roles and responsibilities. The project was launched by way of a roadshow with a senior Bayer representative visiting each business location through Australia and New Zealand; and a B-Green dvd was shown and guidebook distributed. Employees were invited to develop a ‘green wall’ of environmental ideas and pledge their personal commitments. Results showed that more than 95 per cent of

attendees thought the launch was highly relevant to them; over 85 per cent were overwhelmingly positive about the company’s approach; and 81 per cent found the ‘green wall’ relevant or highly relevant. Meanwhile, 88 per cent of employees said the programme made them proud to work for Bayer and confident of its future. In recognition of this, Bayer Australia/New Zealand won the gold award in the global Bayer Awards for Communication Excellence (employee category).

Corporate Social Responsibility Campaign of the Year AWARD

ceRtificAte of excellence

Campaign 2009 Yahoo Taiwan Local Food Client Yahoo Taiwan Agency Apex Communication Consultants

Campaign Maintain Healthy Waistline Client Uni-President Health Foundation of Millenary Love Agency Strategic Public Relations Group

76

campaign

december 2010

free occupation of a farm. Three ‘celebrity wives’ attended a Queen of Energy Drinks competition, ensuring intensive media coverage. The online promotion scored more than 10 million visitors within the first three months of launch; 4.3 million searches on ‘Local Food’ were recorded on Yahoo Taiwan; 200,000 votes were generated in a ‘favourite fruit’ campaign; and more than 20,000 words and 1,000 photos were generated via blogger articles.

In response to an alarming increase in the incidence among Taiwanese of metabollic syndrome — a combination of medical disorders that increases the risk of cardiovascular disease and diabetes — Uni-President Health Foundation of Millenary Love disseminated a simple but effective message. Based on the fundamental principle that Asian waistline measurements should not exceed 90cm for men or 80cm for women, the slogan “Hug You, Love You and Care For You” focused on the physical act of hugging. The campaign prompted the government to include waistline measurement as part of regular free check-ups, enhanced the credibility of UniPresident and raised significant public awareness of the issue.

HonoURABle Mention Campaign NVIDIA Touch Visual Client NVIDIA Korea Agency InComm Brodeur

picture credit

In Taiwan, Westernised eating habits and intense competition from imported foreign agricultural products had severely affected the livelihoods of farmers and sparked a rise in the incidence of cardiovascular diseases. Yahoo Taiwan capitalised on its position as the country’s dominant internet portal to promote local food via ‘The 100-Mile Diet’, urging Taiwanese to support domestic agricultural products and simultaneously demonstrating its own patriotic spirit. Targeting 15.8 million internet users in Taiwan, the campaign hinged on the indicator that support for domestic agriculture was an expression of love for the country. The ‘Local Food’ website featured human interest stories about the farmers, local food experts and a Taiwanese fruits Wiki. To expand its influence via physical channels, Yahoo Taiwan partnered with chain supermarket Matsusei, known for organic, high-quality local produce and a press conference marked the official launch of the ‘Local Food’ campaign. Direct contact with the public was made via Taipei City Government’s farmers’ markets. Goodie bags and a lucky draw attracted further public attention, offering the star prize of a one-year rent-

campaignasia.com


asia-pacific prPRawards ASIA PACIFIC AWARDS

Social Education & Philanthropy Awards / Technique A wards

Public Sector Campaign of the Year AWARD

honouRAble mention

Campaign Blue Butterfly Client Yonsei Business School Alumni Association Agency Prain

Campaign Purple Ribbon Client Korean Society of Obsterics and Gynecology Agency Fleishman-Hillard Korea

Soaring tuition costs in Korea have forced many college and university students to quit school and led to suicide in extreme cases. Yonsei Business School urgently needed a substantial scholarship programme to avoid these pitfalls. The chairman of the alumni association set an ambitious goal of raising sufficient funds for scholarships which would mean tuition fees were no longer necessary. Fortunately, many of the Yonsei alumni offered to donate their time and talents pro bono to devise a campaign to encourage increased donations via a more direct, effective communications platform built on convenience, technology and transparency. A single scholarship costs US$9,000 per annum, but split between 30 alumni, this was just $300 each, or less than $1 a day. From here came the campaign slogan, ‘$1 a day; scholarships for all’ — the butterfly effect, in other words, which also inspired the name of the campaign. Launched in December 2009, a website, blog and Twitter account were set up. A butterfly-shaped card bearing only the name of the website was mailed to each alumnus to spark curiosity and inviting them to visit the website. The amount donated is shown on the website in real time; when

honouRAble mention Campaign Moment to Save: ambulance yielding campaign Client InComm PR Foundation Agency Fleishman-Hillard Korea, InComm Brodeur, Domo Communication Consulting

a donation is made, it is broadcast live via website, blog and Twitter. Incentives and tokens of appreciation were sent to donors, while scholarship recipients sent ‘thank you’ notes. The original goal to collect $1 million within 100 days was surpassed ahead of schedule. Within 50 days of launch, $1,8 million was raised, equivalent to a fund to support 200 students for one year. As of August 2010, more than 2,300 alumni were participating and $2.3 million had been raised.

Employee Communications Campaign of the Year ceRtificAte of excellence Campaign Small Changes = Big changes: Bayer Australia & New Zealand’s B Green Programme Client Bayer Australia Agency (OgilvyEarth) Ogilvy Impact

picture credit

In 2008, Bayer’s chairman launched the Global Climate Change Programme. Bayer Australia and New Zealand developed the B-Green programme. A B-Green charter — ‘Think. Act. Live.’ — embodied the company call to action for all employees, while the ‘B-Green Come Clean’ challenge encouraged staff to disclose a personal environmental misdeed with a photo and pledge to make up for it. A B-Green intranet, posters, email campaign, road show, dvd, guidebook and a ‘green wall’ of environmental ideas were some of the other initiatives in the campaign. Results showed that 88 per cent of employees said the programme made them proud to work for Bayer and confident of its future.

campaignasia.com

december 2010

campaign 77


asia-pacific pr awards ASIA PACIFIC PR AWARDS Industry Market Awards

Business-to-Business Campaign of the Year AWARD

honouRAble mention

Campaign Upgrading Hokkaido Rice to First Class Client Hokkaido Rice Sales Expansion Committee Agency Dentsu Public Relations

Campaign TP12 Powerful PR addresses the productivity gap Client Telstra Agency Howorth, Ogilvy PR Australia

Thirty years ago, Hokkaido once again became Japan’s leading rice-producing prefecture, toppling rival Niigata, thanks to the successful development of the Kirara 397 variety. However, despite this — and achieving an ‘A’ rank from the Japan Grain Inspection Association in 2004 — the wholesale prices of Hokkaido rice remained low. Farmers faced severe financial difficulties as these prices could not match production costs. The objective was to ensure a retail price to reflect quality. Targeting distributors, retailers and consumers, the first step was a survey of 500 Tokyo residents, which revealed that Niigata prefecture was still viewed as producing the best rice, while Hokkaido’s produce was seen as a ‘budget’, less tasty option. Thus, three key messages were identified: Hokkaido farmers were passionate about rice; Hokkaido rice tasted great; and that consumers placed high value on brand names when judging flavour. In 2008 and 2009, a blind taste test among 300 Tokyo consumers saw Hokkaido rice rate higher than that from Niigata and Akita prefectures. However, once brand names were revealed, the rankings reversed, thereby proving the theory that consumers were basing their

judgement on brand name. These findings were subsequently conveyed to wholesalers, potential retailers and corporate customers. Further tasting events and seminars targeted the media, while a press tour enabled first-hand contact with farmers. Thanks to extensive media coverage, Hokkaido rice prices rose and when Hokkaido’s Yumepirika brand debuted in 2009, it surpassed rival Niigata’s Koshihikari in market price.

Technology Campaign of the Year AWARD

ceRtificAte of excellence

Campaign Small Budget, Big Results: Launching a start-up on a start-up budget Client uBuyiBuy.com Agency Fleishman-Hillard Hong Kong

Campaign Citizen Mayors of Sydney Unite Client Microsoft Australia Agency Howorth, Ogilvy PR Australia

78

campaign

december 2010

As a result of the campaign, the number of users in Hong Kong reached more than 70,000 less than one month after launch, and the website is already among the top 500 most-visited in the territory. Facebook generates nearly 50 per cent of upstream traffic to the site, followed by Google with just over 16.5 per cent. The key message pull-through hit a 90 per cent success rate, and overall advertising equivalency value was calculated at more than US$193,000.

While a business-focused launch of Microsoft Office 2010 had generated positive support, consumer audiences still needed to be convinced to upgrade from the previous Office 2007 version. Targeting early adopters, pacesetters, social media users, influential bloggers and Tweeters, the strategy capitalised on the growing popularity of Foursquare, creating the world’s first ‘Office mayor meetup 2010’ in Sydney to encourage interaction and participation. The campaign as a whole had an overall reach of more than 5.6 million via print, online news, blog coverage and Twitter, reaching more than a quarter of the Australian population. Media coverage spread beyond traditional IT publications and positioned Microsoft as a leader in the social media space.

honouRAble mention Campaign The Magnificores Client Intel Indonesia Agency Indopacific Edelman

picture credit

With a shoestring budget, uBuyiBuy.com needed to educate consumers on the new concept of ‘online group buying’, drive awareness and, most importantly, convert traffic, page views and online word-of-mouth into purchases. While online group buying is very popular in the US, the idea is quite new to Asia. The task was thus about both launching a new e-commerce site and a new concept/category. Online security and privacy concerns were additional issues which needed to be addressed, with fears to be allayed via the use of top-quality security technology. The campaign used online, digital and social media vehicles like Facebook and YouTube to reach the target audience at very low cost. High-profile interviews with the likes of Bloomberg TV helped generate credibility for the site as a tech business. Pre-launch execution included a video starring Taiwanese entertainer Van Ness Wu, which was distributed through online video channels and an iPad giveaway contest. The budget was further stretched by using the free Pressitt.com service for optimal online dissemination of social media press releases with links to additional content.

campaignasia.com


asia-pacific prPRawards ASIA PACIFIC AWARDS

Industry Market Awards / General Consumer Awards

Healthcare: Ethical Campaign of the Year AWARD

ceRtificAte of excellence

Campaign I Love Islet Client Novartis Korea Agency The Communications Enzaim

Campaign Restoring harmony to Chinese marriages Client Eli Lilly Asia Agency Ogilvy Health

The ‘I Love Islet’ campaign applied both medical and geographic meanings of the word ‘islet’ in its bid to provide diagnosis and treatment to diabetes patients in the remote islands around the Korean peninsular, where healthcare services had not penetrated. Physicians and patients showed low awareness of the Islets of Langerhans and their function in the human pancreas, despite the importance of these cells in the onset of diabetes. Novartis’ Galvus medication, a DPP-4 inhibitor, is designed to protect the function of the pancreas. The ‘I Love Islet’ campaign aimed to provide easyto-understand education on the mechanism of DPP-4 inhibitors, encourage prescription and increase public awareness of diabetes issues. Public interest was raised by explaining the process of the campaign — protecting residents of about 3,000 remote islands from diabetes — and the features of the product (protection of the Islets of Langerhans). The campaign was launched to coincide with World Diabetes Day, and messages delivered through influential local media organisations and national daily newspapers. Community health centres, the Korea Diabetes

Eli Lilly Asia had to reach out to Chinese men — studies showed that erectile dysfunction affects 40 per cent of this demographic over the age of 40 — to promote the 36-hour efficacy of its Cialis brand, but legal restrictions meant it could not mention either the drug’s name, nor the condition it treats. The adopted strategy included a partnership with the China Population Communications Centre — which, as an NGO, could address the issue of erectile dysfunction publicly — to help highlight the fact that solving the problem was key to restoring happiness and intimacy among middle-aged couples. Events, physician and pharmacy outreach, and key opinion leaders helped increase Cialis brand awareness from 16 per cent to 29 per cent immediately following the campaign.

Association, local hospitals, NGOs, physicians, patients and the media were invited to participate in different ways, while interactive online lectures for healthcare professionals also raised funds by matching donations with numbers of participants. ‘I Love Islet’ was Korea’s first nationwide healthcare campaign to target diabetes patients in remote isles, and encouraged community participation via volunteer groups to bring media care, education and supplies.

honouRAble mention Campaign Oral contraceptive campaign Client Bayer Korea Agency ???

picture credit

Consumer Launch Campaign of the Year AWARD

ceRtificAte of excellence

Campaign From Zero to Hero: launching Flip Video in Australia Client Cisco Agency Text100

Campaign HP My Computer, My Stage — youth campaign Client HP Agency Burson Marsteller

Cisco Australia had just five weeks to build excitement around Flip Video, a pocket video camera well-known in the US but with very low brand recognition in Australia. Cisco also wanted to publicise its acquisition of the Flip brand from makers Pure Digital, introduce itself as a player in the consumer products category and introduce the concept of a pocket video camera to consumers. Targeting an audience aged 14 to 25, the communications strategy involved a 360-degree campaign encompassing celebrity, event, product, competition and digital elements. A flash-mob event on Bondi Beach was made viral and became global within days. The stunt involved actors performing a choreographed ‘towel surfing’ routine on the beach, while passers-by captured the action on Flip Videos, communicating the brand propositions of ‘shoot everything, share anything’ and ‘capturing life’s unexpected moments’. The product was also seeded with journalists and bloggers to secure product reviews and placement in Christmas gift guides and features. Celebrity ambassadors Jessica Mauboy, Corbin Harris and Tom Whitaker played supporting roles

Wave three of HP’s ‘My Computer, My Stage’ campaign called for the production of an original film. The drive attracted 223,294 submissions, and the film is expected to reach 10 million viewers.

campaignasia.com

ceRtificAte of excellence Campaign Doublemint — Golden Eagle, Gold Freshness Client Wrigley’s Agency Guangdong Burson Marsteller PR in numerous high-profile events supporting retail marketing activities. Media coverage achieved more than 74 million impressions across Australia, with the flash-mob footage on YouTube achieving more than 350,000 views by January 2010 and still amassing views today. Retail market analyst GfK reports that Flip Video commands market share of 45 per cent in 2010, and Cisco extended Text100’s remit to cover its entire consumer business.

In launching its premium Golden Eagle product in China, Doublemint set out to pre-seed the product directly to those in the creative industries. This generated broad coverage without a media event.

honouRAble mention Campaign Australia: Who do you think you really are? Client Ancestry.com.au Agency Howorth, Ogilvy PR Australia december 2010

campaign 79


asia-pacific pr awards ASIA PACIFIC PR AWARDS General Consumer Awards

Product Brand Development Campaign of the Year AWARD

ceRtificAte of excellence

Campaign The Dream of the Red Chamber: the crossover of Chinese literature and product brands Client Hewlett-Packard Imaging and Printing Group Agency Hill & Knowlton (China)

Campaign Upgrading Hokkaido Rice to First Class Client Hokkaido Rice Sales Expansion Committee Agency Dentsu Public Relations

Hewlett-Packard Imaging and Printing Group (HP-IPG) needed a strategy to differentiate itself from its competitors, re-establish itself as the industry leader in low-end, high-quality products and capture a larger portion of the A3-sized printing market share. This was to be achieved by leveraging the innovative value of the Chinese traditional arts. Endorsements from key opinion leaders in the arts and design industry, including TV director Li Shaohong, created news angles and hooks for the campaign that aroused public interest. A live demo centre allowed the media and influencers to experience HP’s printing capabilities, while a promotional roadshow illustrated the crossover of classic literature and printing technology. The message was further emphasised via the digital platform by initiating BBS topics to engage the target audience — mainland Chinese design industry professionals such as architects and costume designers — with discussions about the synergy of Chinese classics, modern adaptations and technology. In addition, a coffee table book was produced to showcase the high quality of prints via

To help raise the wholesale price of Hokkaido rice, a campaign was launched to demonstrate its quality. Prices rose, and two Hokkaido rice brands were introduced on first- and business- class flights on Japan Airlines and ANA.

ceRtificAte of excellence Campaign adidas rescues ‘Meiso runners’, making their running lifestyle a reality Client adidas Japan Agency BlueCurrent Japan classic costume design of the TV series. In its first two weeks the campaign generated over 200 per cent more online news coverage than a Canon product launch at the same time, and 90 per cent of the HP campaign highlighted the company’s leading position in the A3 printing arena. A total of 161 mainstream media reports and clippings were generated, helping to increase HP’s market share in A3-sized printing from 34 per cent in Q4 2008 to more than 43 per cent in Q1 2010.

To differentiate itself in Japan, adidas Running sought to provide guidance and motivation to new (meiso) runners via specialist online coaching. The work saw sales rise over 120 per cent year-on-year.

honouRAble mention Campaign Australia: Who do you think you really are? Client Ancestry.com.au Agency Howorth, Ogilvy PR Australia

Arts, Entertainment & Media Campaign of the Year AWARD

ceRtificAte of excellence

Campaign Uncensored Conversations Client Museum of Australian Democracy at Old Parliament House Agency Porter Novelli

Campaign Live Your Dream and Reach for the Stars Client Madame Tussauds Hong Kong Agency Ogilvy Public Relations Worldwide

80

campaign

december 2010

Facing tough competition from rivals Ocean Park, Hong Kong Disneyland and Ngongping 360, Madame Tussauds Hong Kong capitalised on the introduction of a new wax figure of pop icon Madonna to generate buzz. A themed dance competition engaged young adults aged 15 to 35 via YouTube, reaching out to dance studios and bringing in local pop singer William Chan to judge the finale. Madame Tussauds recorded an increase in visitor numbers of 14 per cent in December 2009, compared to the same period in 2008. The campaign reached 95 per cent of all target media and contributed to almost 10 per cent of the annual media coverage of Madame Tussauds Hong Kong. national media coverage; podcasts of the speaker series and a Twitter page allowed people to find out more and share personal feedback. The ‘Uncensored Conversations’ campaign achieved 92 pieces of print, online, TV and radio coverage, and 74 million audience impressions, while more than 430 people registered to attend the event series. As the most successful MoAD campaign ever, a second ‘Uncensored Conversations’ series will roll out over 2010-11.

honouRAble mention Campaign Elevating the Jaipur Literature Festival to the international stage Client Teamwork Films Agency MS&L Group

campaignasia.com

picture credit

Launched in May 2009, the Museum of Australian Democracy at old Parliament House (MoAD), is the only museum in Australia dedicated to telling the story of the country’s democracy. Research showed that Australians knew democracy was important, but could not express why. The campaign strategy thus focused on demonstrating the relevance of democracy to Australians in their everyday lives. Public interest was sparked with ‘Uncensored Conversations’, a thought-provoking speaker series at the MoAD, with the achievements of each selected speaker demonstrating the core values of Australia’s democratic policy. Other topics identified as newsworthy included the fine line between government involvement and intrusion; and Sydney hip-hop group The Herd with Griffith Review editor Julianne Schultz discussed freedom of speech and censorship. An exhibition of photographs of the speakers shot by celebrity photographer Robin Sellick encouraged further visits to MoAD; media releases and behind-the-scenes videos, radio interviews and in-depth feature articles ensured a constant flow of


asia-pacific prPRawards ASIA PACIFIC AWARDS

Corporate Awards

Public Affairs Campaign of the Year AWARD

honouRAble mention

Campaign Moment to Save: Ambulance Yielding Campaign Client Incomm PR Foundation Agency Fleishman-Hillard Korea, Incomm Brodeur, Domo Communication Consultancy

Campaign Roadmap to Indonesia healthcare reform Client International Pharmaceutical Manufacturers Group Agency Burson Marsteller

In Korea, while giving way to ambulances is mandated by law, the majority of drivers were unaware of this and did not know how to respond when finding themselves in such a situation. With one critical patient being transported to hospital by ambulance every 24 seconds in Korea, the situation demanded urgent attention. A survey by Incomm of 1,000 drivers revealed that nearly 75 per cent had never received information or education on ambulance yielding obligations or the means to do so. A nationwide multimedia campaign was conceived under the theme ‘Moment to Save’, with the message that “any driver can save a life”. A video portraying a situation in which cars failed to make way for an ambulance was filmed from the ambulance driver’s point of view, in cooperation with the National Emergency Management Agency. An Ambulance Yielding Manual was compiled and used as key content of feature articles in major press titles, leading with Chosun Ilbo. The campaign took a stance of mature civic awareness and advanced culture to correspond

with Korea’s rise in international society, while interviews with the US’ 911 emergency service and the German Embassy were pitched to illustrate how the situation is handled in those countries. Substantial social impact was achieved by leading media, government affiliates and the National Assembly. CCTVs were installed in 119 ambulances to impose strict penalties on cars which did not give way, and penalties were significantly increased.

Corporate Branding Campaign of the Year ceRtificAte of excellence

honouRAble mention

Campaign See the Love Client Franz Collection Agency Ogilvy Public Relations Worldwide

Campaign From the Ground Up Client Iskandar Investment Agency Ogilvy Public Relations Worldwide

picture credit

In the face of the 2009 global recession, Taiwanese brand Franz — maker of functional and decorative porcelain items — wished to infuse positive energy through society by building a connection with ordinary consumers and educating them on its brand spirit: love. The target audience — middleclass people between 25 and 45 — were invited to participate in the ‘See the Love Digital Interactive Art Experiment Exhibition’, a combination of science and 3D animation at which consumers could create unique gifts for their loved ones. Social media and print elements drove more than 1,000 visitors to the exhibition over four days, while page views on the website topped 1.5 million.

campaignasia.com

december 2010

campaign 81


asia-pacific prPRawards ASIA PACIFIC AWARDS

Corporate Awards

Sponsored by

Financial Communications Campaign of the Year AWARD

honouRAble mention

Campaign The first Russian listed company in Hong Kong Client United Company RUSAL Agency Strategic Public Relations Group

Campaign Maintaining a strong independent profile for St George Bank following its merger with Westpac in Australia Client St George Bank Agency Sefiani Communications Group

Russian companies have a low profile among Hong Kong investors, so listing United Company RUSAL (UC RUSAL), the world’s largest aluminium producer and the first Russian firm to be listed in the HongKong market, presented significant challenges. For example, UC RUSAL would represent the first IPO in Hong Kong without a retail tranche offering, as the Securities and Futures Commission had stipulated the company trade in broad lots of 24,000 shares, unaffordable for most investors. Furthermore, UC RUSAL’s high debt level prior to its IPO meant all proceeds would be used for debt repayment. There was also a prolonged stock exchange hearing because of requirements to prepare extensive data for analysis. The objectives, therefore, had to focus on the positive: to highlight UC RUSAL’s leading position in the industry; its strong China growth potential; its competitive advantage of lowest production costs in the industry. Strong relationships needed to be fostered with the Hong Kong government, regulators, investment community, media and general public. With a single theme ‘Bringing the

honouRAble mention Campaign Taking part in China’s growth story — iShares CSI300 A-Share ETF launch Client BlackRock Asset Management North Asia Agency APCO Worldwide

best of Russia to China’ a dialogue was established with financial media, and a five-year education and research project was set up in conjunction with the Hong Kong University of Science & Technology. These and other programmes helped UC RUSAL become one of the major showcases for the Hong Kong Stock Exchange to promote the territory as a leading global fund-raising platform, with the successful IPO helping to reduce its debt level and raise its profile among investors.

picture credit

Crisis or Issue Management Campaign of the Year AWARD

ceRtificAte of excellence

Campaign Springvale Road Rail Separation Project Client VicRoads Agency VicRoads

Campaign Insulating GM India during bankruptcy of its parent brand in North America Client General Motors India Agency Edelman

Addressing the problems of the Springvale Road level rail crossing, one of Melbourne’s most dangerous crossings, involved closing one of the city’s most important roads to construct an underground tunnel. With great potential for negative PR and community backlash, a proactive approach was required to prevent fallout that might impact the project and the reputation of the government agencies and companies involved. A communication strategy was created to ensure a cohesive approach to engaging with the community. Over the eight months of the project, milestone events were scheduled and communication planned around each. The key element lay in a comprehensive and personal approach to dealing with those most affected, namely residents, motorists, rail users and traders. Residents were given community contact cards to help them directly contact the project team with concerns and complaints, while advertising, website updates and on-site electronic signage alerted motorists and commuters. Local traders were offered financial support to install necessary signage, as well as for advertising to show they were still in business. campaignasia.com

When General Motors filed for bankruptcy in North America, there was a backlash against GM India. A multi-pronged campaign used social media to highlight GM’s commitment to India, enabling regular interaction with the firm’s top management. Perception of the company improved significantly and sales continue to grow strongly.

ceRtificAte of excellence

Major works started in April 2009 and completed by early January 2010. Formal market research was undertaken in March 2010, with results showing that the project achieved a 93 per cent satisfaction rating, and 59 unsolicited compliments. Only five written complaints from traders were received during planned events; 100 per cent of all planned disruptions had a two-week notice period; and the project received an internal VicRoads Major Project Divisional Awards.

Campaign LG Australia Refrigerator and DVD Recall Client LG Electronics Agency LG-One (Pulse Communications and Ogilvy 360 DI) Following a lapse in quality for certain products, LG Australia had to rebuild consumer trust and demonstrate duty of care to all stakeholders. Consumers were given options for repair, replacement or refund, and a digital programme enabled instant dialogue. Over 1600 visits to www. LGresponds.com.au were registered and 99 per cent of related articles featured a quote from LG. december 2010

campaign 83


asia-pacific prPRawards ASIA PACIFIC AWARDS

Technique Awards

Sponsored by

Best Use of Digital AWARD

ceRtificAte of excellence

Campaign Goodyear Blimp’s social media premiere in China Client Goodyear Dahlian Tyre Company Agency Ogilvy Public Relations Worldwide

Campaign Bondi Beach Gets Flipped! Client Cisco Agency Text100

Although the Goodyear Blimp had first taken to the skies 85 years ago and become an internationally-recognised icon, it meant very little to the average consumer in China. Goodyear thus set out to rectify this by targeting mid-to-high-end male drivers, using humour to engage them online. The marketing communications strategy was to use a Hollywood-style campaign to create hype around a video, creating ‘Scoundrels vs Tire’, an integrated social media initiative that used video, gaming and influencer engagement. The Goodyear Blimp was a constant ‘character’ in the campaign. The video took inspiration from black humour films with a Chinese twist, featuring two grifters running a dodgy roadside tyre station who devise a scheme to deliberately damage people’s tyres, thus driving up their business. The characters spoke a local dialect of Henan province, adding to the lighthearted, comic and relevancy of the concept. The story extended into an online game in which players could compete with each other, using cursor keys to navigate a motor vehicle along a road and avoiding potential dangers. The Blimp featured

In just five weeks, Cisco Australia had to build awareness around pocket video camera Flip Video, which had virtually zero brand recognition in Australia. Targeting an audience aged 14 to 25, the strategy involved celebrity, event, product, competition and digital elements. Media coverage achieved more than 74 million impressions across Australia, with the flash-mob footage on YouTube achieving more than 350,000 views by January 2010 and still amassing views today. Retail market analyst GfK reports that Flip Video commanded market share of 45 per cent in 2010.

prominently in the game, and the three highestscorers who registered on the site won a ride in the Goodyear Blimp and a set of premium tyres. The campaign was supported offline via instore and POS marketing, as well as copies of the video which retailers could give to customers. Post-campaign results showed the target KPI was exceeded by 160 per cent, and the equivalent of 14 per cent of male broadband users in China interacted with the campaign.

honouRAble mention Campaign Fubon Food Master Community Client Taipei Fubon Commercial Bank Agency Ogilvy Public Relations Worldwide

Corporate Awards

Promotional Activity

Corporate Publications

honouRAble mention

honouRAble mention

Campaign Martell VSOP –The Ultimate Start-up Space Client Pernod Ricard Singapore Agency TBWA/Singapore

Campaign Are you? Central Client Hong Kong Land Agency Hachette Filipacchi Hong Kong

picture credit

Technique Awards

campaignasia.com

december 2010

campaign 85

PR Awards Winners' Book 2010  

PR Awards Winners' Book 2010

Read more
Read more
Similar to
Popular now
Just for you