Warc Prize Asia shortlist announced

24 May 2011

SINGAPORE: Campaigns from brands including Cadbury, Dove, Gillette and Nokia have all made the shortlist for the US$5,000 Warc Prize for Asian Strategy.

Overall, the Warc Prize for Asian Strategy received 140 entries from across the region, with 25 case studies now going through to the final round.

Summaries of these 25 papers are available free-to-access here, where Warc subscribers can also read submissions in full.

These 25 case studies achieved the highest scores in an assessment by eight senior client-side marketers and five global strategy experts from agencies, led by Miles Young, ceo of Ogilvy & Mather Worldwide and the Prize chairman.

"The number of entries far surpassed our expectations – and the good thing is that we all thought quality was high," said Young.

"The shortlist has been based on the critical factors that we believe underpin strategic excellence – the extent to which the cases deal radically with big business issues and the extent to which they showed the majority of insight."

"Some of the cases, in particular, showed breakthrough thinking on both accounts."

India topped the country charts in the shortlist, providing 11 entries from clients and agencies.

The shortlist also features efforts from Vietnam, Japan, Hong Kong, China, Malaysia, Indonesia and Taiwan, plus two multi-market campaigns.

In terms of industry sector, consumer goods and telecoms are the best-represented categories on the list of 25.

The highly commended entries and winner will be unveiled in early June. The $5,000 cash Prize will ultimately be awarded to the case study showing the most insightful marketing strategy in Asia.

The shortlist in full, including client and agency details, is as follows:

  • Dove: Winning in China (Unilever China/Ogilvy & Mather Shanghai)
  • McDonald's 'Let's Meet Up' Campaign (McDonald's/TBWA Shanghai)
  • Banking on 'New Standards' to drive business for Citibank (Citibank/Publicis Hong Kong)
  • Wyeth DIY Flashcards (Wyeth Gold/OMD)
  • How culture codes helped Cadbury Dairy Milk create a new chocolate occasion in India (Cadbury India/Ogilvy & Mather)
  • Aircel Pocket Internet (Aircel/Dentsu India)
  • How ringing the bell can reduce violence against women (Breakthrough Foundation/Ogilvy & Mather)
  • Tata Sky Activ English (Tata Sky/Ogilvy & Mather)
  • Parachute Advansed Ayurvedic Hair Oil - Recommended by sufferers (Parachute (Marico)/BBH)
  • Aviva's 'Great Wall of Education' (Aviva/BBDO India)
  • Gillette WALS (P&G India/MediaCom)
  • Pulsar & Stunting: Creating India's best selling sports bike (Bajaj Auto/Ogilvy & Mather)
  • Building a Youth Brand in a Youthful Country(Virgin Mobile India/Bates141)
  • BlackBerry Boys (Vodafone Essar/Ogilvy & Mather)
  • Nokia 'Saviors of the Planet' (Nokia India/JWT)
  • The Anlene Movement (Fonterra/BBDO)
  • Crush eco - A simple choice can change the world (Coca-Cola)
  • Stride Japan Launch (Nihon Kraft/McCann Erickson)
  • KY (Seiyu/Momentum)
  • Imam Muda (Astro/Y&R Malaysia)
  • Turning a human touch into business advantage (Shangri-La / Ogilvy & Mather)
  • Axe, 'Call Me' (Unilever/BBH)
  • Invisible Dad (Sony Handycam/Ogilvy & Mather Taiwan)
  • Cafe Viet: Are you man enough? (Nestlé Vietnam/Lowe)
  • OMO: Say it with kids (Unilever Vietnam/Lowe)

    To keep up to date with the latest developments regarding the Warc Prize for Asian Strategy, follow @warcasia and @warceditors on Twitter, or go to the Prize website at www.warc.com/asiaprize.

  • Data sourced from Warc