SINGAPORE: A campaign repositioning NTUC Income, the insurance provider from Singapore, has won the 2012 Warc Prize for Asian Strategy, the cash prize for the most insightful marketing strategy in the region.
The winning case study, "Modernising Singapore's Oldest Insurance Brand", was submitted by Adil Ismeer of BBH Asia Pacific, and claimed the $5,000 prize at an event held in Singapore on Thursday night.
Among the results of this long-term project were improved brand metrics and revenues. The judging panel, made up of agency directors and senior clients, praised the "real and authentic" way NTUC Income refreshed its brand while emphasising its roots.
"The NTUC Income case study I think impressed the judges as a total package," said Charles Wigley, chairman of BBH Asia Pacific and the 2012 Prize chairman.
"The results are very strong, the creative work fresh and intelligent for an often clichéd category, and strategically it is interesting because it is a brand-insight-based strategy - going back to the company's roots to present a more modern face for the future."
Alongside the main award, Warc handed out a $2,000 prize for the best example of low-budget strategy. Tiger Beer took this honour for a campaign seeking to engage the hard-to-reach audience of tourist drinkers.
This effort, developed by JWT Bangkok, was based around a branded travel guide called "50 Must-Do Things in Asia". It was lauded by the judges for being "gutsy and different". The writers of the case study were Iain White and Yingyos Vuttisant.
Wigley said: "The Tiger Beer case impressed because of its audacity and cheekiness: a great content idea, done on a very limited budget that clearly worked."
As well as the two winners, 14 entries were named as Highly Commended across the two Prizes. In the main prize, the ShaveSutra campaign for Gillette by BBDO India came a close second. In the low-budget prize, the Chok! Chok! Chok! mobile app for Coca-Cola by McCann Worldgroup Hong Kong was the runner-up.
Further analysis on the Prize entries, plus notes from the judging, can be viewed on the Prize website.
"Following the judging process this year was fascinating," said David Tiltman, Warc's international editor. "The judges were looking for cases that showed fresh thinking in answer to real business problems - and there were plenty of these in the final round. Together, the entries form a hugely impressive body of work."
Data sourced from Warc