ASIA-PACIFIC- MARCH 2011 – McCann Erickson Malaysia emerged a big winner at the Asia Pacific Advertising Festival (ADFEST) 2011 with the Best of Show in the Poster Lotus category for its ‘New Straits Times (NST) Perspectives – Riot’ poster.
McCann also did Malaysia proud by winning a Gold for the total ‘Perspectives’ campaign and a Silver for its ‘NST Perspectives – Exploitation’ poster. The agency was also awarded a Finalist Certificate for its ‘NST Perspectives – Smuggling’ poster.
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‘NST Perspectives – Riot’
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‘NST Perspectives – Exploitation’ poster
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‘NST Perspectives – Smuggling’
“Our brief from NST was to heighten awareness for their transparency in news reporting while giving the reader a deeper insight into daily news and allowing them to see the bigger picture for themselves,” said Tony Savarimuthu, McCann Worldgroup CEO. “We created a poster campaign showcasing international events to encourage readers to go deeper beyond a story’s face value and delve further into the actual story behind the scenes.”
McCann created three posters for NST’s Perspectives campaign, which was launched in March 2010. NST reportedly invested approximately RM3 million in media buys across multiple platforms including print, outdoor, online, radio, and television, during the three-month campaign.
“The awareness campaign drew a positive reaction from readers and clients,” said Zuraida Mohamad, NSTP’s Marketing Director. “The net result of this campaign was that it helped us redefine our editorial content, create market relevance, deliver our brand promise – and increase our advertising revenue.”
The awards were presented in Phuket, Thailand, on March 17 and 19.
