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BBDO India is runner-up at 2012 Warc Prize for Asian Strategy 

BBH Asia Pacific picks up the main prize at an event held in Singapore on Thursday night. Four Indian entries figure in Highly Commended list

BestMediaInfo Bureau | Delhi | September 21, 2012

A case study on the repositioning of Singapore’s NTUC Income has won the 2012 Warc Prize for Asian Strategy, the cash prize for the most insightful marketing strategy in the region. The entry, titled ‘Modernising Singapore’s Oldest Insurance Brand’ and submitted by Adil Ismeer of BBH Asia Pacific, took home the $5,000 prize at an event held in Singapore on Thursday night. The ‘Shave Sutra’ campaign for Gillette by BBDO India came a close second.

Warc, the marketing intelligence service, gives the $5,000 Prize to the region’s best strategy case study, plus a $2,000 prize to the best example of low-budget strategy. The prize is judged by a panel of senior clients and agency-side marketing directors.

The Low-Budget Prize was won by ‘50 Must-Do Things in Asia’, a branded travel guide created by JWT Bangkok for Tiger Beer in order to target tourist drinkers. Judges praised the idea for being a “gutsy and different” approach to a hard-to-reach audience. The writers of that case study were Iain White and Yingyos Vuttisant.

The final round of voting was conducted by secret ballot, with the NTUC Income and Tiger Beer entries emerging as clear favourites.

Besides the two winners, 14 entries were named as Highly Commended across the two prizes (see full list below). In the Main Prize section, there were three Indian entries that figured in the Highly Commended category: Be Idiot Safe with Ceat Tyres by Ogilvy & Mather Mumbai; Getting India to love chocolates – Cadbury Dairy Milk’s growth story of 2004-2011, again by Ogilvy & Mather Mumbai; and Whisper Gives You Wings by Leo Burnett Mumbai for Procter & Gamble.

In the Low-Budget Prize category, Jaani Na (I Don't Know) by BBH Communications India for Nihar Naturals got a Highly Commended award.

Charles Wigley, Chairman of BBH Asia-Pacific and the 2012 Prize Chairman, commented, “The NTUC Income case study I think impressed the judges as a total package. The results are very strong, the creative work fresh and intelligent for an often cliched category, and strategically it is interesting because it is a brand-insight-based strategy - going back to the company's roots to present a more modern face for the future.”

He added, “The Tiger Beer case impressed because of its audacity and cheekiness: a great content idea, done on a very limited budget that clearly worked.”

David Tiltman, International Editor of Warc, commented, “Following the judging process this year was fascinating. The judges were looking for cases that showed fresh thinking in answer to real business problems - and there were plenty of these in the final round. Together, the entries form a hugely impressive body of work.”

 

Full list of awarded entries (Agency / Client / Campaign Market)

 

$5,000 Main Prize

Winner: Modernising Singapore’s Oldest Insurance Brand

BBH Asia Pacific / NTUC Income / Singapore

Runner-up: Shave Sutra – Or, How To Turn A Mundane Solitary Chore Into A Pleasurable Duet

BBDO India / Procter & Gamble / India

Highly Commended:

Be Idiot Safe with CEAT Tyres

Ogilvy & Mather Mumbai / CEAT Gripp / India

Flavors of Life

BBDO China / Wrigley's Extra / China

Getting India to love chocolates – Cadbury Dairy Milk’s growth story of 2004-2011

Ogilvy & Mather Mumbai / Cadbury / India

Launching the Lynx effect in China

BBH China, Razorfish Shanghai, PHD China / Unilever / China

Mothers Against Secret Sugars

OMD Malaysia, BBDO Singapore / Anmum Essential / Malaysia

Polident Kilauan Emas: Breaking A Psychological Barrier and Improving Lives of Denture Wearers

Grey Group Singapore / GlaxoSmithKline / Malaysia and Singapore

Tiger Beer '50 Must Do Things In Asia'

JWT Bangkok / Tiger Beer / Thailand

Whisper Gives You Wings

Leo Burnett Mumbai / Procter & Gamble / India

 

$2,000 Low-Budget Prize

Winner: Tiger Beer '50 Must Do Things In Asia'

JWT Bangkok / Tiger Beer / Thailand

 

Runner-up: Chok! Chok! Chok!

McCann Worldgroup Hong Kong, UM / Coca-Cola / Hong Kong

Highly Commended:

I Hate Slow

McCann Worldgroup / Smartfren Telecom / Indonesia

I Quit: From Anti-Smoking To Pro-Quitting

Ogilvy & Mather Singapore / Health Promotion Board / Singapore

'Jaani Na' (I Don't Know)

BBH Communications India / Nihar Naturals / India

Love Karaoke

DDB Group Singapore / Action for Aids / Singapore

Messages Interrupt, Utility Delights

Advocacy WOM / Dettol / China

Polident Kilauan Emas: Breaking A Psychological Barrier and Improving Lives of Denture Wearers

Grey Group Singapore / GlaxoSmithKline / Malaysia and Singapore

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