SHANGHAI: A campaign from Clemenger BBDO Proximity Melbourne for Yellow Pages Australia has won the top prize at the 2011 Asian Marketing Effectiveness (AME) Awards.

'How hiding a restaurant proved that Yellow Pages worked better than ever' won a total of seven awards, including the Platinum award and Golds for best integrated marketing campaign, best idea and most innovative use of media.

The campaign was based around the real-life launch of a pizza restaurant whose products were free, but whose contact details were publicised solely in the Yellow Pages.

The awards ceremony came at the climax of the two-day AME Festival, jointly organised by Haymarket and Cannes Lions and held in Shanghai on May 12th-13th.

In all, 54 awards - one Platinum, 15 Gold, 20 Silver and 18 Bronze - were handed out. There had been 858 entries - a significant increase on 2010's total.

MEC Beijing's 'smart - from Buzz to Buy!' campaign for Mercedes-Benz China was the evening's other multiple Gold winner, topping the most effective use of interactive marketing and direct marketing categories.

Big agency winners included Ogilvy & Mather Mumbai and Lowe Asia-Pacific, which won six awards apiece.

Tim Waldron, managing director of Haymarket Asia, said: "With the huge increase in entries this year, what is clear is that this has not diluted the quality of the work.

"There were some outstanding pieces of work and we were lucky to have a jury of such calibre that these were judged with integrity and the worthy winners awarded and celebrated."

Warc's international editor David Tiltman has blogged from the festival here and here. A full conference report for subscribers is coming soon.

A full list of AME Awards winners is here.

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