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02 February 2018

Mindshare tops Festival of Media APAC Awards 2018 shortlist

   



Mindshare has topped the chart as the best performing network with 47 shortlisted entries in this year’s Festival of Media APAC Awards, followed by MediaCom with 28 listings and PHD with 23.

Geographically, Australia leads the country chart with 33 shortlisted entries, followed by India with 31 and China with 24. Out of 17 entering countries, a total of 13 are represented on the shortlist.

By individual agency office, Mindshare China achieved an impressive 17 entries, followed by UM Australia and Mindshare India, both with 13 entries represented.

Unilever dominates the brand count with an outstanding 28 entries. The Coca-Cola Company and P&G are also represented well with 10 entries each.

Over the last three weeks, more than 60 judges from leading brands, media agencies, specialist companies and media owners evaluated the quality of the campaigns to determine this year’s shortlist. The winners will be chosen by a final jury chaired by Susie Wong, Director of Performance & Programmatic Marketing of IBM Asia-Pacific.

Following the dominance of Asian campaigns at Festival of Media’s Best of 2017 Awards, where three of five trophies were awarded to the APAC region, Festival of Media APAC Awards 2018 is launching four special awards to find the most impactful media idea in the four key regions across APAC: South East Asia (Vietnam, Laos, Cambodia, Thailand, Myanmar, Malaysia, Indonesia, Singapore and the Philippines); South Asia (Bangladesh, Bhutan, Maldives, Nepal, India, Pakistan, and Sri Lanka); East Asia (Mainland China, Hong Kong, Macau, Taiwan, Japan, Mongolia, North Korea and South Korea); and Oceania (Australia, New Zealand and their pacific island neighbours). The four winners will automatically be entered into the most relevant category at this year’s Festival of Media Global Awards in Rome.

Award winners will be announced at the Festival of Media APAC Awards ceremony on March 15, 2018 at Novotel Singapore Clarke Quay.

Check out the full shortlist below [we’ll be updating this with links to the full case studies being added over the next few weeks]:

Festival of Media APAC Awards 2018 – The Shortlist

Best Branded Content

Anchor Milk Slams [Anchor / MediaCom – New Zealand]
Coke Glee Movies Partnership [Coca-Cola / MediaCom – Vietnam]
Cornetto – Say the Unsaid [Cornetto / Mindshare – India]
Dove Challenges the Miss Universe Standard of Beauty [Dove / Ogilvy & Mather – Philippines]
eHarmony 'Be My Valentine' [eHarmony / OMD – Australia]
Got Next – High School Basketball League [Nike / Mindshare – China]
Only You For Me [Lipton / Mindshare – Malaysia]
Wiggle While You Brush With Macleans [Macleans / PHD Media – Australia]

Best Communications Strategy

Fanta: Shake it up, you're in charge [Fanta / UM – Australia]
I'm Sorry, Mom (a Song of Forgiveness) [Pantene & Downy / MediaCom – Indonesia]
Pampers #ItTakes2 [Pampers / MediaCom Communications – India]
Power to the Queens [Maybelline / Mindshare – China]
Purina One See the Difference [Purina One Petfood / MediaCom – New Zealand]
RACQ Pet Search [RACQ Pet Insurance / UM – Australia]
Turning a biscuit ad into a movie [Arnotts / Y&R Engage – New Zealand]
Vicks #TouchOfCare [Vicks / MediaCom Communications – India]

Best Engagement Strategy

24-Hour Doctor [Lifebuoy / PHD – China]
Build Australia [LEGO Architecture / UM – Australia]
Fanta: Shake it up, you're in charge [Fanta / UM – Australia]
Foxtel: The Inside Job To Steal No.1 [Foxtel / Mindshare – Australia]
How Fair & Lovely’s Beauty Hub Engaged Previously Un-Engaged Users in Rural Indonesia [Fair & Lovely / Mindshare – Indonesia]
McDonald's – Shogun and Tamago Bring the Love Back! [McDonald’s / OMD – Hong Kong]
Pampers #ItTakes2 [Pampers / MediaCom Communications – India]
RACQ Pet Search [RACQ Pet Insurance / UM – Australia]
Turning KFC into Gamers' Playground [KFC / Mindshare – China]

Best Event, Experiential or Sponsorship Campaign

Carlsberg’s Probably the Best Taxi Experience [Carlsberg / Society – Hong Kong]
DB Export Beer Bottle Sand [DB Export / PHD – New Zealand]
Nayi Soch: New Thinking [Star Plus / Mindshare – India]
SMARTWiG, powered by The Star [The Star Sydney / Bashful – Australia]
The See Through Toilet [Hindustan Unilever / Mindshare – India]
Turning a biscuit ad into a movie [Arnotts / Y&R Engage – New Zealand]

Best Launch Campaign

Architects of Elmina – this is how life should be [Sime Darby Property / Initiative – Malaysia]
Build Australia [LEGO Architecture / UM – Australia]
Fanta: Shake it up, you're in charge [Fanta / UM – Australia]
Shell Advance – Scooter Oil [Shell Advance / MediaCom – Singapore]
Surf Excel Matic – PourRubPour [Surf Excel / PHD – India]
The all-new Audi Q2. #Untaggable [Audi / PHD – Singapore]
The Pond's #ChangeisBeautiful Launch [Pond’s / Mindshare – Philippines]

Best Local Execution of a Regional or Global Brand

Fanta: Shake it up, you're in charge [Fanta / UM – Australia]
Got Next – High School Basketball League [Nike / Mindshare – China]
I'm Sorry, Mom (a Song of Forgiveness) [Pantene & Downy / MediaCom – Indonesia]
Omo Shine Bright for Thailand [Omo / Mindshare – Thailand]
Power to the Queens [Queen Lipsticks / Mindshare – China]
Purina One See the Difference [Purina One Petfood / MediaCom – New Zealand]
Ride to live. Live to ride [Shell Advance / MediaCom – Thailand]

Best Social Media Campaign

Build Australia [LEGO Architecture / UM – Australia]
Clear Hat Heroes [Clear / Mindshare – Thailand]
Cream Silk Takes on the (Miss) Universe [Cream Silk / Mindshare – Philippines]
Dagelan Cacing (Worm Infection Jokes) [Combantrin / UM – Indonesia]
Foxtel: The Inside Job To Steal No.1 [Foxtel / Mindshare – Australia]
Go Balls Out [Testicular Cancer NZ / FCB Media – New Zealand]
Vicks #TouchOfCare [Vicks / MediaCom Communications – India]
Vinamilk Dielac Alpha Viral Video [Vinamilk Dielac Alpha / Climax Interactive – Vietnam]

Best Targeted Campaign

Crushing the biggest shopping day on the planet [Uniqlo / Mindshare – China]
Daikin Torture Test [Daikin / PHD Media – Australia]
How Airtel’s ‘Open Network’ campaign increased subscriber base of Vodafone? [Vodafone / Wavemaker – India]
If it’s not fun, why do it? [Ben & Jerry’s / PHD – Australia]
Pampers #ItTakes2 [Pampers / MediaCom Communications – India]
Power to the Queens [Maybelline / Mindshare – China]
Rexona Resolves A Social Stench [Rexona Men / PHD – Hong Kong]

Best Use of an Influencer

Belo BB Body Cream "Flawless for All" [Belo Essentials / NuWorks Interactive Labs – Philippines]
Celebrate Breakups [OLX / Wavemaker – India]
Nayi Soch: New Thinking [Star Plus / Mindshare – India]
Power to the Queens [Maybelline / Mindshare – China]
Turning a biscuit ad into a movie [Arnotts / Y&R Engage – New Zealand]

Best Use of Content

Anmum You&B [Anmum / MediaCom – Hong Kong]
Daikin Torture Test [Daikin / PHD Media – Australia]
If it’s not fun, why do it? [Ben & Jerry’s / PHD – Australia]
Malaysia Airlines put bums on seats with LFC MH Global football team [Malaysia Airlines – Malaysia]
Nayi Soch: New Thinking [Star Plus / Mindshare – India]
The Boarding Call [HSBC / Mindshare – India]

Best Use of Digital Media

Coke Glee Movies Partnership [Coca-Cola / MediaCom – Vietnam]
Driving Business through Lifestyle targeting [Pureit Water Purifier / PHD – India]
Foxtel: Marketing At The Speed of Sport [Foxtel / Mindshare – Australia]
How Airtel’s ‘Open Network’ campaign increased subscriber base of Vodafone? [Vodafone / Wavemaker – India]
Pampers #ItTakes2 [Pampers / MediaCom Communications – India]
Peach Blossom Luck [Beetle / PHD – China]
Rexona Resolves A Social Stench [Rexona Men / PHD – Hong Kong]

Best Use of Gamification

7-Eleven Thailand [7-Eleven / Appsynth – Thailand]
Brand’s Gen U THINK FAST-GET FREE [Brand's gen u / Initiative – Thailand]
Carlsberg’s Probably the Best Taxi Experience [Carlsberg / Society – Hong Kong]
Cornetto – Our Heart Beat as One [Cornetto / Mindshare – India]
Turning KFC into Gamers' Playground [KFC / Mindshare – China]
Wall's Heartbrand Pemilan Snack 2017 [Wall's Heartbrand Pemilan Snack / POKKT – Indonesia]

Best Use of Mobile

7-Eleven Thailand [7-Eleven / Appsynth – Thailand]
Fanta: Shake it up, you're in charge [Fanta / UM – Australia]
Fast & Furious 8: Mobilize Your Team [Fast & Furious 8 / Wavemaker – Taiwan]
Google Play Programmatic HD Ramadan Campaign in Indonesia [Google Play / Essence – Singapore]
How Airtel’s ‘Open Network’ campaign increased subscriber base of Vodafone? [Vodafone / Wavemaker – India]
Nike Uses Emoji Trash Talk to Boost Basketball Culture [Nike Basketball / Mindshare – China]
Turning KFC into Gamers' Playground [KFC / Mindshare – China]

Best Use of Real-time Marketing

Dove Challenges the Miss Universe Standard of Beauty [Dove / Ogilvy & Mather – Philippines]
Dynamic Profiling Innovation [dtac / OMD – Thailand]
Foxtel: Marketing At The Speed of Sport [Foxtel / Mindshare – Australia]
Lipton Ice Tea: Tapping into the Tipping Point [Lipton Ice Tea / PHD Media – Australia]
The Flixonase Allergy Monitor Cross Online and Offline [Flixonase / MediaCom – China]

Best Use of Technology

Foxtel: Marketing At The Speed of Sport [Foxtel / Mindshare – Australia]
How Boost Leveraged Machine Based Learning To Identify & Target Kids On Mobile [Boost / Mindshare – India]
Launch of Kolonel Fast Connect and New ‘Order KFC’ App [KFC / Society – Hong Kong]
SMARTWiG, powered by The Star [The Star Sydney / Bashful – Australia]
The Sync To Sales, The Red Rock Deli Taste Space Launch [Red Rock Deli / PHD – Australia]
Zwitsal Baby [Zwitsal / InMobi – Indonesia]

Best Use of Traditional or Ambient Media

DB Export Beer Bottle Sand [DB Export / PHD – New Zealand]
E10 OK [3% Biofuel Mandate / MediaCom – Australia]
Nike Air Max Day [Nike Running / Mindshare – China]
Ojek Payung Neozep [Neozep Free Umbrella Service] [Neozep Forte / UM – Indonesia]
Rin Antibac – Seeing is believing [Rin Detergent Powder / GroupM – India]
The "Sensodyne Cool Tray" [Sensodyne / MediaCom – China]

*NEW* Best Multi-screen Campaign

Fanta: Shake it up, you're in charge [Fanta / UM – Australia]
Frestea Ramadan: Take it Easy, Frestea Worth the Wait [Frestea / MediaCom – Indonesia]
Pond's Creating a Tribe of Teens to be Pond's Beauty Squad [Pond’s / Mindshare – Indonesia]
Ungli Uthao Paise ko Jagao (Wake Your Money Up!) [Active Account App / Mindshare – India]
Vicks #TouchOfCare [Vicks / MediaCom Communications – India]

*NEW* Best Not-For-Profit Campaign

Dead feed [Thai Health Promotion Foundation / MediaCom – Thailand]
Fair & Lovely Foundation – Beginning of a journey [Fair & Lovely / PHD – India]
Rin Play Pump [Rin Detergent Powder / Mindshare – India]
Sri Lankan Social Marketing Campaign – “Ekata/Onraa” [Ekata/Onraa / Zmessenger – Sri Lanka]
The See Through Toilet [Hindustan Unilever / Mindshare – India]

*NEW* Best Use of Data & Insight Award

Bentley Financial Service Programmatic Ad Campaign [Bentley / PHD – China]
Optus: Sounds of the Suburbs [Optus / UM – Australia]
Rain or Shine – KFC Sells [KFC / UM – Malaysia]
Rexona Resolves A Social Stench [Rexona Men / PHD – Hong Kong]
The Sync To Sales, The Red Rock Deli Taste Space Launch [Red Rock Deli / PHD – Australia]

*NEW* Brands for Good Award

Dove Challenges the Miss Universe Standard of Beauty [Dove / Ogilvy & Mather – Philippines]
My Ten Yards [Dettol and Harpic / Initiative – India]
Nayi Soch: New Thinking [Star Plus / Mindshare – India]
Omo Shine Bright for Thailand [Omo / Mindshare – Thailand]
Shell Helix Helped Malaysians Drive Back Home Safely By Utilizing Crowd-Sourced Data [Helix / MediaCom – Malaysia]

*NEW* The Effective Use of e-Commerce Award

Crushing the biggest shopping day on the planet [Uniqlo / Mindshare – China]
Frisomum: Better Me [Friso / Carat – China]
Peach Blossom Luck [Beetle / PHD – China]
Trimester targeting with Huggies [Huggies / Mindshare – China]

The Creative Use of Media Award

DB Export Beer Bottle Sand [DB Export / PHD – New Zealand]
Foxtel: The Inside Job To Steal No.1 [Foxtel / Mindshare – Australia]
How Airtel’s ‘Open Network’ campaign increased subscriber base of Vodafone? [Vodafone / Wavemaker – India]
Nayi Soch: New Thinking [Star Plus / Mindshare – India]
SMARTWiG, powered by The Star [The Star Sydney / Bashful – Australia]

The Effectiveness Award

Anmum You&B [Anmum / MediaCom – Hong Kong]
Coke Glee Movies Partnership [Coca-Cola / MediaCom – Vietnam]
Crushing the biggest shopping day on the planet [Uniqlo / Mindshare – China]
DB Export Beer Bottle Sand [DB Export / PHD – New Zealand]
E10 OK [3% Biofuel Mandate / MediaCom – Australia]
Got Next – High School Basketball League [Nike / Mindshare – China]
Pampers – Nappy to Happy [Pampers / MediaCom Communications – India]
Power to the Queens [Maybelline / Mindshare – China]
Purina One See the Difference [Purina One Petfood / MediaCom – New Zealand]
RACQ Pet Search [RACQ Pet Insurance / UM – Australia]

Click here for more information about the Festival of Media APAC Awards 2018.

   



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