SHANGHAI: 'Break Up', an integrated campaign developed by Clemenger BBDO and Clemenger Proximity Melbourne, has won the top prize at the 2012 Asian Marketing Effectiveness Festival awards.

As well as being named the sole winner of a Platinum award, the campaign, for the National Australia Bank, also won Golds in the best integrated campaign, best ideas and best national brand development categories.

'Break Up' also won Silver at the 2011 Australian Effies, and the case study is available to Warc subscribers.

The night's other big winner was Leo Burnett Melbourne, whose 'Slurpee BYO Cup Day' for retail chain 7-Eleven topped the the sponsorship and small budget categories – and was the only other campaign to take more than one Gold award.

Elsewhere, BBDO's 'Flavors of life', for Wrigley China, won Gold for most effective use of advertising, and 'India's Coolest Airline', from W+K Delhi for IndiGo Airlines, took Gold in the sustained success category.

The other top prizes went to DraftFCB New Zealand (Gold in the direct marketing category), BBDO India (national brand development), and Colenso BBDO (ideas).

This year, the Asian Marketing Effectiveness Festival awards were chosen by a jury of 35 marketing executives, chaired by Diageo Asia Pacific CMO James Thompson.

In all, there were 971 entries, of which 115 were shortlisted and 51 named as winners.

Warc was also represented at the Festival, and has reported on some of the seminars, including insights from W+K and BBH.

Data sourced from AME Festival/Warc; additional content by Warc staff