Papers entered for the 2013 Warc Prize for Asian Strategy were assessed by a panel of 18 judges. This year's judges were a mix of senior client-side marketers and agency-side strategy experts, plus one academic. As in previous years, we invited several judges from outside the region to join the panel.
In the first round, they scored the papers against the following criteria:
(Read more about these criteria in the entry kit.)
The second round saw judges join conference calls to discuss the highest-scoring papers.
The final results were decided by secret ballot after the conference calls.
Prize Chairman Leanne Cutts offered four points for judges to bear in mind when deciding their picks for the winners.
It's also worth highlighting some specific feedback that came in from the judges on the entries in general.
Generally, however, the judges were impressed at the standard of the entries that made it into final consideration.
Read more feedback on how to demonstrate a strategy has worked from Martin Weigel, Head of Planning at Wieden + Kennedy Amsterdam.
Five papers were given Gold awards, including the Grand Prix winner. Two of these also won Special Awards.
Warc set up five Special Awards this year to recognise excellence in specific areas. The other three Special Awards winners were Silver papers.
Feedback on these eight papers was as follows.
Grand Prix Winner
It's More Fun In The Philippines
(BBDO Guerrero / The Philippines Department of Tourism / Regional)
This case study describes how the Philippines enlisted the help of Filipinos to produce a groundbreaking tourism campaign.
Gold and Asia First Special Award
THPF Smoking Kid: A Personal Message to the Smokers
(Ogilvy & Mather Thailand / Thai Health Promotion Foundation / Thailand)
This is an innovative online anti-smoking campaign from Thailand that connected with smokers on a personal level.
Gold and Local Hero Special Award Winner
Voltas All Weather AC – how a pure play Indian brand turned a giant killer
(Ogilvy & Mather / Tata / India)
This case study describes how an Indian air conditioning brand used fresh insight to become market leader.
Milo Cans: Twisted Football
(Ogilvy & Mather Kuala Lumpur / Nestlé / Malaysia)
This case study describes how a children's beverage extended its appeal to Malaysian teens.
Gillette: Shave Sexy
(BBDO China, @PR / Procter & Gamble / China)
This case study describes how a shaving brand shifted its communications strategy and drove record sales.
Silver and Channel Insight Special Award Winner
Once Again: The Tagging Drive
(Ogilvy & Mather Bangalore / Once Again / India)
This case study used Facebook to turn an investment of $189 into funding for several community projects.
Silver and Cultural Connection Special Award Winner
Nike China: Greatness Campaign
(Wieden+Kennedy, Mindshare, AKQA, Razorfish / Nike / China)
This case describes how a brand took a fresh look at what it means to be a winner in China during the 2012 Olympics.
Silver and Market Pioneer Special Award
(DDB DM9 JaymeSyfu / Smart Communications / Philippines)
This case study describes how a Filipino telecoms company developed textbooks in SIM cards to help raise school attendance.