Warc Prize Asia dominates top videos

31 December 2012

There was a strong Asian presence on the rundown of the most watched campaign videos on warc.com in 2012, with four of the top ten coming from case studies entered into the Warc Prize for Asian Strategy.

Videos for CEAT Tyres, pharma brand GYNO Daktarin, web browser Google Chrome and beverage giant Coca-Cola, all of which were entered for the Prize, came in sixth, seventh, eighth and ninth places respectively.

However, it was an effort for a campaign that ran in Ireland, for chocolate brand Cadbury's Dairy Milk, which was the single most watched video this year overall.

The Dairy Milk creative leveraged the brand's iconic imagery to dramatise its flavour and texture, and the campaign won Gold at the 2012 Institute of Advertising Practitioners in Ireland (IAPI) AdFx Awards. (For more details about the most popular material featured on Warc in 2012, click here.)

Submissions to this year's IPA Effectiveness Awards were the second best-represented in the top ten video rankings after the Warc Prize for Asian Strategy, with three entries.

Escape the Map, a campaign for automaker Mercedes-Benz, came in second, with videos for restaurant chain McDonald's and retailer John Lewis in third and fourth respectively. This last campaign also took the IPA Grand Prix in 2012.

Rounding out the top ten were two players from the telecoms sector. Fifth-ranked You've Got a Case was for AT&T, and featured in the US DMA ECHO Awards, while tenth went to another IAPI video, this time for O2.

Data sourced from Warc