Friso Gold: To grow is to let go

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific Asia) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); and lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: FrieslandCampina Vietnam
Agency: JWT Vietnam
Brand: Friso Gold
Campaign duration: September 2009-December 2010
Country: Vietnam
Media budget (USD): $1m-$3m
Channels used: Branded content, events, internet microsites, internet search, magazines (consumer), newspapers (national), public relations, product development, social media, television (broadcast), word of mouth

EXECUTIVE SUMMARY