SINGAPORE: NAB, the Australian bank, won the Grand Prix in the Creative Effectiveness category at the Spikes Asia 2012 Awards, for a campaign developed in partnership with agency Clemenger BBDO.

The Creative Effectiveness awards aimed to recognise those campaigns combining engaging visuals with a "measurable and proven impact on a client's business", such as brand equity scores, sales and profits.

NAB, the smallest of Australia's "big four" banks, and Clemenger BBDO took the top prize for a campaign seeking to overcome perceptions that the industry's major players were all colluding with one other. (Warc subscribers can view a version of this paper here.)

Launching on Valentine's Day, the communications showed how NAB was "breaking up" with the policies and strategies of the other three banks, delivering net customer growth of 61% and a payback of 205%.

Gillette, Procter & Gamble's shaving brand, was among the campaigns claiming a Spike for an effort promoting its Mach3 razor. The product soon led its category after leveraging an insight that Indian women preferred men with smooth skin. BBDO Mumbai was the agency. (This campaign was also shortlisted for the 2012 Warc Prize for Asian Strategy.)

The Transport Accident Commission and Grey Melbourne took the same honour for their efforts to increase road safety in Queensland, using a tragic real life story to show the dangers of speeding, and delivering the best results on record. (More details on this campaign are available here.)

The final Spike went to Selleys, the adhesive, which played on the theme that men will put off DIY jobs until given a compelling reason not to. Belgiovane Williams Mackay took lead agency duties on the campaign.

Only shortlisted or winning entries from Spikes Asia in 2011 were eligible to enter the Creative Effectiveness Awards. The idea and strategy made up 25% of the score received, while the results contributed 50%.

In all, a total of 34 submissions were received, from 12 countries and regions, including nine from Australia, five from India, four from Hong Kong and two apiece from China, Malaysia and the Philippines.

Data sourced from Warc