SINGAPORE – Increasing sales and market share is a common goal in effective campaigns and many speak to the younger audience, the APAC Effie 2014 Report has revealed.
Gathering hundreds of campaigns across 17 markets in Asia Pacific, the study by APAC Effie in collaboration with GfK also debunked the common expectation that it takes a big budget to accomplish good campaigns. Effectiveness can be achieved on small budgets.
While successful campaigns tend to use more touch points in reaching out to their audience, it is hardly surprising that almost all winners used interactive and online to communicate with their target audience. With the evolution of digital media and rapid development of technology bringing a dramatic change in the media landscape and touch points, it is interesting to note that TV and print are still dominant in this region, appearing in the top third of all touch points amongst both entrants and winners.
Commenting on the release of the APAC Effie Report, Jarek Ziebinski, APAC Effie Awards 2015 Chairman, said: “This study draws insights and intelligence that will be very useful for all professionals in our industry across this region.
“These findings will serve as valuable reference points for marketers to delve deeper into best practices to help them achieve the ROI that they strive for today.”
