MANILA – Ace Saatchi & Saatchi emerged as the only agency from the Philippines to bring home metal at the Warc Prize for Asian Strategy awards in Mumbai.
The agency struck Silver for “Re-Meet,” a campaign for Cebuana Lhuiller which brought together family members that have been living separately for years. Working for their loved ones, most of the money overseas Filipino workers (OFWs) earn are sent back home through money transferring services like Cebuana Lhuillier.
The big idea is that the best money transfers are as reliable as delivering it yourself. For the brand to embody this, the agency selected customers who were regularly remitting money to their families, contacted them, then flew them home to personally hand their money to their loved ones.
/p>
The results? Cebuana Lhuillier became the most talked-about remittance service in social networking sites for weeks. Just two months after the campaign, Cebuana remittances increased by a sizable 18 percent.
Mullen Lowe Lintas Group takes top prize
A campaign from Indian telco Idea Cellular from Mullen Lowe Lintas Group was awarded the Grand Prix at the Warc Prize for Asian Strategy’s fifth year. The Grand Prix comes with a $5,000 cash prize.
This year’s top case study, titled ‘No ULLU Banoing” shows how Idea Cellular made mobile Internet more popular in India with a humorous campaign. The campaign used TV, print, radio and out of home ads, along with social media. The rate of growth of data subscribers for Idea was nearly twice the rate of growth of data subscribers for the company’s biggest market competitor.
/p>
The Warc Prize for Asian Strategy celebrates the very best in strategic marketing in Asia, with India emerging has the strongest contender this year. More than 135 campaigns from across the region entered the 2015 Prize, with half of the shortlisted entries hailing from India.
A total of 19 awards were given, with 17 from Southeast Asia. Five award-winning campaigns came from India with work from Bangladesh, China, Hong Kong, Singapore, Vietnam and the Philippines also among the winners.
Entries were judged by a panel of senior marketers and agency-side strategy experts, chaired by BV Pradeep, Unilever’s global vice-president of consumer and market insight.
The full list of winners can be viewed on the Prize website, where Warc subscribers can also read the shortlisted papers. All cases that win an award will be featured in the Asia Strategy Report, a study of smart strategic thinking in the region.
