Asia

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Tiger Beer: Tiger Street Football Cambodia

Case Study • Brenden Arnold, WARC Prize for Asian Strategy, Entrant, 2017

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Chevron Cambodia: Caltex Techron

Case Study • Dragons of Asia, Blue Dragon, Best in Cambodia, 2017

Chevron, an American energy corporation, used celebrity interaction to promote its Caltex petrol brand in Cambodia.

Coca-Cola: Coke Break

Case Study • MMA Smarties, Bronze, APAC, 2017

Coca-Cola, a carbonated soft drink brand, increased sales and top-of-mind awareness by using time-targeted virtual calls that enticed Cambodian viewers to have an ice-cold Coke.

Product education drives brand trust in Cambodia

News • 13 June 2017

PHNOM PENH: Brands must prioritise product education in Cambodia if they want to build consumer trust for new categories, a senior agency executive has said.

Cambodia emerges as a new frontier for multinational brands

Article • Anna Hamill, WARC Exclusive, June 2017

This article explores how Cambodia is becoming a new frontier of growth for multinational brands, and what marketers need to focus on to achieve success in the country.

Unilever Cambodia: RICE

Case Study • MAA Worldwide GLOBES, Gold, 2016

This case study shows how Unilever used a film and a travelling roadshow style promotion to increase sales of various beauty, food and other brands in Cambodia.

Unilever Cambodia: RICE

Case Study • Dragons of Asia, Gold, Silver and Best Campaign in Cambodia, 2016

This case study describes how Unilever Cambodia used the deterministic beliefs of many rural Cambodians to showcase 10 of their brands.

Leveraging and Empowering Cambodia's Other Half: A study on the current state of gender dynamics in Cambodia

Research Paper • Rebecca L. Norris, Layhour Sao, ESOMAR, Congress, New Orleans, September 2016

This study paper explores the current state of gender inequality in Cambodia through three lenses: demographics, including employment, education levels, marriage, and English proficiency; psychographics, including lifestyle and media; and attitudes toward traditional gender roles.

Starbucks sets sights on Asian expansion

News • 14 January 2016

PHNOM PENH: Global coffee giant Starbucks is setting its sights on expansion in emerging Asian markets over the next five years, where socially-savvy Gen Z offer the next generation of business.

Cambodia National Rescue Party: A political tsunami in Cambodia - Using social media to mobilize the youth and change the political game

Case Study • Lorya Noseda, Jamie Macfarlane and Pete Heskett, WARC Prize for Asian Strategy, Silver, 2014

This case study describes how a group of pro bono marketers took the campaign for the opposition Cambodia National Rescue Party onto Facebook to circumvent the government-controlled mass media.

Drink Saavy: How to have a good night out

Case Study • Sashi Kumar, WARC Prize for Asian Strategy, Entrant, 2014

This case study explains how Heineken, the beer brand, promoted responsible drinking in South-East Asia by modelling positive behaviour in humorous online videos and encouraging social sharing.

Cambodia National Rescue Party (C.N.R.P.): Using social media to mobilize the youth and change the political game

Case Study • Lorya Noseda, Jamie Oliver Macfarlane and Pete Heskett, WARC Prize for Social Strategy, Bronze, 2014

This case study shows how Sam Rainsy, the long-standing opposition leader in Cambodia forced into political exile in 2009, managed to circumvent the government-controlled media of Cambodia by driving the election campaign online.

Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap Magazine, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
Savlon: Healthy Hands Chalk Sticks

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2018

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.
Major advertising trends: Insights from Sir Martin Sorrell

Article • Stephen Whiteside, Event Reports, Techonomy NYC 2018, May 2018

Sir Martin Sorrell, the ex-CEO of holding company WPP Group, believes several fundamental trends are transforming the advertising industry.
McDonald's: Full-heart support for Gaokao

Case Study • Hans Lopez-Vito, Angela Gao, WARC Awards, Grand Prix, Effective Social Strategy, and Path-to-Purchase Special Award, 2018

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.
2018 social media trends: Instagram, influencers and Facebook

Article • Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018

With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.
Asian Strategy Report 2017-18: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2017

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.