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Now into their fourth year, the Campaign Asia-Pacific Digital Media Awards are firmly established as the region’s leading celebra-

tion of digital creativity. In their short history, the awards have gone from strength-to-strength and for 2010 we welcomed 644 entries — up almost 50 per cent from 2009 — from 12 countries.

This year also saw the introduction of several new categories. The first of these — Best Use of Social Media — was certainly timely. Social media platforms have become an integral part of a growing number of communications strategies,

though building such campaigns in a relevant and rewarding way remains a challenge and many brands are still guilty of paying lip-service to the new platform. The introduction of this new category and the Best in Class examples it showcases — particularly the Gold winner from Canon — are sure to set the stage for a better use of social media in the future.

Other changes from previous years include three new people categories: Digital Rising Star, Digital Creative and Digital Agency Head. By highlighting the very best talent in the region, the hope is these

Through my involvement in the Digital Media Awards over the past three years, I’ve noticed that each year the award entries and judging

process has delivered a fundamentally unique ex-perience. This year was no exception.

There were a record number of entries, more than fulfilling all of the award categories. This is certainly a sign that the fundamental use of ‘digital’ in the region has increased in quantity, however, not necessarily in quality.

The use of social media in particular was prevalent, even beyond the social media award category.

This gluttony challenged the judges to separate the ‘me too’ ideas, although some were quite clever, from the work that was award-worthy — social media that was genuinely brand relevant, demonstrated innovation and creativity, and, most importantly, produced results.

More frequent use of mobile and augmented reality tactics also raised the bar for entries that used to stand out for novelty alone.

Other winning trends included a number of campaigns which stretched the very definition of what digital is. Increasingly, great marketing campaigns have digital at the core, while alternatively great digital campaigns are supported by ideas and efforts beyond digital channels.

While these cross-media campaigns and some

best-in-class social media ideas provided enjoyable highlights, a disappointing note for 2010 was the lack of more outstanding work in the automotive category; a sector which traditionally has lead with great ideas backed by significant budgets.

Geographically this year marked another big showing from the China digital community, as well as an increasing number of digital campaigns from India, along with (what has come to be expected) excellent work from Japan, Australia and New Zealand.

The challenge for future award entries is to recognise the successes of past winners, but to apply the learnings only if they truly work for the brand and the campaign’s goals.

If not, innovate! The sky’s the limit. Do something that’s never been done and be recognised as an industry leader.

Thank you to the expert group of digital judges — it was a pleasure.

And on behalf of them all, congratulations to the 2010 Digital Media Awards winners, individuals and agencies alike, and kudos to the clients responsible for inspiring the work.

Jason Kuperman VP, Omnicom Digital Asia-Pacific, India, Middle East, and Africa, Omnicom Group

A truly regional show

Social comes of ageJury chairman Jason Kuperman identifies an upturn in both social media campaigns and genuinely integrated digital solutions

new categories will inspire those working at the coalface of digital media, whose efforts are helping drive the sector forward.

Of course, this year’s Digital Media Awards would not have been possible were it not for the commitment and dedication of the hard-working team of judges, led by Omnicom’s Jason Kuperman.

Given the record number of entries for the 2010 Digital Media Awards, the judges’ efforts were especially appreciated and we would like to thank each and every one of them for helping to make these awards the enormous success they are.

“More frequent use of mobile and augmented reality tactics raised the bar for entries.”

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SPONSORS’ PROFILESHeadline sponsor: Gold Sponsor: Pre-event Cocktail Sponsor: Supporting Organisation:

The judgesRajeev BalaManaging director, Southeast Asia and India, Havas Digital

Anna ChanManaging director, Asia, Reprise Media

Peter ChengChief operating officer, AdChina

Mark CrippsEVP, APAC regional directorMRM Worldwide

Richard DunmallVice-president, Microsoft Advertising Greater Asia-Pacific and AmericasMicrosoft Advertising

Dirk EschenbacherDigital creative

Chris GillespieCreative director and partnerFuture Büro

Adam GoodCEO, Aim Proximity/executive director of digital innovation, Clemenger BBDO Group, Aim Proximity/

Benjamin GrubbsRegional director of interactive mediaTurner Entertainment Networks Asia

Max HegermanPresident, Tribal DDB India

Andrew KnottChief digital officer, Euro RSCG Asia-Pacific

Louise KristensenHead of digital engagement, TBWA\Tequila

Alessandra LariuSVP, digital group creative directorMcCann Erickson

Yew Leong LeeExecutive director, SEAStarcom MediaVest Group

Rosemary LisingHead of search, Asia-Pacific, GroupM Search

Ken MandelRegional vice-president of advertising sales and marketplace, Yahoo Asia-Pacific

Deirdre McGlashanChief executive officer, wwwins Isobar

Shakir MoinPacific group director, Coca-Cola Trademark, regional marketing manager (The Philippines), Coca Cola Pacific

Gareth MulryanDigital director APAC, Zed Digital

Aman NarainGlobal head of remote banking, Standard Chartered Bank

Leon OstleGroup design director, glue Isobar

Lee ParkinsonManaging partnerdigital, ikon Communications

Sean RachDirector, digital media & corporate eventsPrudential Corporation Asia

Chris RileyRegional director, South AsiaOgilvyOne Worldwide

Joshua RoweCreative director, digital, M&C Saatchi/Mark

Kei ShimadaFounder and chief executive officerInfinita Inc.

Paul SoonRegional director, XM Asia-Pacific

Lee StephensHead of digital, Aegis Media Asia-Pacific

Michael TangPresident, hdtMEDIA

Euan WilcoxBusiness directorThe Upper Storey

Ivy WongChief operating officer, TVB.com

Hui Kang YeaCreative director, Cheil Worldwide

Antony YiuManaging director, Hong Kong/regional directorNorth Asia, iProspect

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winnerTitle Yellow ChocolateClient Yellow Pages New ZealandAgency Colenso BBDO / Aim Proximity

For a generation who Google everything, the Yellow Pages brand needed to be kept alive by changing the perception it was a big antiquated book our folks used to find stuff, to what it is today: a modern tool theat is relevant both on and offline that helps people achieve what they set out to. This needed to be proved with an engaging, real-life product demonstration that as many New Zealanders as possible around the country could watch, contribute to and experience.

A very average New Zealander, Josh, was challenged to accomplish a project using only businesses he could find in the Yellow Pages. He was asked to create and launch a chocolate bar. But not just any chocolate bar. A chocolate bar that tasted of yellow.

He had to organise the flavour, packaging, distribution, manufacturing, marketing and launch to the country. New Zealand followed his progress via TV spots, website, Facebook and Twitter. The

Platinum Award

campaign’s website allowed Kiwis to discuss what the product’s f lavour should be, comment on packaging design options, read Josh’s personal blog and watch videos of Josh’s journey and his encounters with various businesses. Five months later he launched his yellow tasting chocolate bar with his own nationwide advertising campaign.

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Every chocolate bar carried the story of how he had created it using the Yellow Pages and directed consumers to watch more on the website. The result was the fastest selling chocolate bar in New Zealand in a decade. People paid US$1.60 for a piece of direct marketing, and it became the most talked about campaign in the country.

winnerOgilvyOne/Neo@Ogilvy Beijing

The Digital Agency of the Year award is given to the individual office that obtains the highest aggregate score from points allocated across all of the separate categories, and this year the winner was OgilvyOne/Neo@Ogilvy Beijing. The Ogilvy team scored across a range of categories picking up three silver and two bronze.

The first silver was given in the Best Viral Marketing category for ‘The proposal’ campaign for IBM. The IT giant wanted to promote its Rational Software Conference of 2009 by connecting with developers in a unique, meaningful way. The agency’s solution was to seed a viral video deep within the IT digital community to intrigue developers’ technological curiosity.

In the video, a developer, with help from tech friends, puts together a marriage proposal to his girlfriend in the form of a mobile phone light show. The video, seen on SNS and video sites, and on the most influential IT blogs, sent viewers to software discussion groups, where they could click through to register for the IBM Conference.

Digital Agency of the Year

The website attracted over two million viewers in one month. Further exposure on third party websites created 21,875,000 impressions, while revenue through validated leads totalled US$9.23 million, 54 per cent above target. ‘The proposal’ also earned OgilvyOne/Neo@Ogilvy Beijing a silver in the Best B2B category.

A third silver was awarded in the Best Website category for the agency’s ‘Mystery egg’ campaign for Lenovo. The brief was to improve the image of Lenovo’s ThinkPad amongst the increasingly important university student target in China.

The campaign set out to inspire students’

curiosity about the ThinkPad, and position the Lenovo ThinkPad as different from other IT brands’ offerings. The solution to Lenovo’s problem was the ThinkPad ‘Mystery egg’.

Students were introduced to the Egg character through campus events, BBS, and renren.com —China’s most popular social networking site —which led them to 3D coin-operated machines on the ThinkPad site where Eggs were ‘released’. Augmented Reality, from mobile devices to the website, allowed the Mystery Egg character to demonstrate ThinkPad benefits in a way students would think was cool and entertaining. Collecting all six Eggs resulted in a code, which gave students the chance to win a trip to Japan.

Within one month of the website launch it received nearly 2.5 million page views. Unique viewers totalled over 462,000 and the campaign resulted in over 9,100 laptops sold, the best sales numbers Lenovo had ever enjoyed with the university market.

The ‘Mystery egg’ campaign also impressed judges in the Best Integrated category, where it picked up a bronze. OgilvyOne/Neo@Ogilvy Beijing was also awarded bronze in the Best Automotive category for its ‘The colour of your city’ work for car maker Volkswagen.

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winnerAmanda King, President, Tribal DDB Asia-Pacific

Named one of Campaign Asia-Pacific’s ‘Most influential women,’ Tribal DDB regional president Amanda King has taken the agency from strength to strength over the past 12 months.

The highlight in terms of industry recognition came in December last year, when she led the agency to win the coveted title of Digital Agency of the Year at the Asia-Pacific Agency of the Year Awards 2009.

King began this year with a number of key objectives: to maintain the agency’s leadership position and build profile; to build talent, strengthen individual offices’ credentials and client relationships; to build confidence and lead clients in their digital roadmap; to build business leadership capabilities; and to grow revenues by 30 per cent.

To address these objectives, she has introduced a number of initiatives, including the launch of Tribal DDB’s Creative Square, where five creative leads from around the region form a council to improve creative idea generation.

Digital Agency Head of the Year

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While initiating a talent swap from office to office to up-skill and cross-skill markets, King has also worked on the cross-skilling of digital to the main DDB agency through internal training, and has held digital workshops with clients.

The results have been revenue growth that currently stands at 7o per cent, alongside a growth of the agency’s client footprint across the region. Tribal DDB has enjoyed client retention of 95 per cent and a staff retention level of 80 per cent.

As one of the very few female presidents of any digital network in the region, King advocates innovation in the industry, pushing the boundaries

of client and network thinking. She is a challenger who stands up for the advancement of great talent. King says she is passionate about helping her offices, and travels relentlessly to be with them, to support them and to help them grow.

King joined Tribal DDB Sydney in 2000 as head of all non-advertising companies, taking on the regional role in 2007.

She had originally moved to Australia from the UK to work for Ogilvy & Mather but left within six months to set up her own company, Octopus, with founding client, Fairfax. Octopus was a full-service agency that won clients like MasterCard, Westpac and Optus. After eight years WPP purchased the agency and King was recruited to work for the Publicis network.

King is a consistent contributor to the digital industry in Asia-Pacific. Her speaking engagements over the past year include the Asian Marketing Effectiveness Festival (AMEs), the Philippines Congress and the India Roadshow (where she spoke to prospective clients in the market to promote the global advancement of digital).

According to King’s biography, innovation has driven her career and her passion is to work with people who want to redefine the communications world. King has two teenage children.

winnerYellow Pages New Zealand

This year’s Digital Brand of the Year is awarded to a media property that was widely known by many generations of consumers for its much-thumbed phone book. Over the past several years in New Zealand, though, the brand has undergone a dynamic transformation into a digital property, thanks in no small part to the innovative integrated campaigns carried out by its creative partners Colenso BBDO and Aim/Proximity, which this year picked up the prestigious Digital Media Platinum award for the second year in a row.

If 2009 was all about the Yellow Treehouse, which helped increase traffic to the Yellow Pages website by nine per cent, this year has been about Yellow Chocolate. The campaign, in which a New Zealand man creates a new chocolate bar using only businesses he could source from Yellow Pages, once again captured the imagination of the target audience and built on the reputation that the brand had established in the previous year.

In terms of online usage, Yellow Chocolate attracted more than 80,000 followers online,

Digital Brand of the Year

including 16,000 Facebook fans and 800 Twitter followers. Online usage was up once again — a further nine per cent on the previous year.

More than anything, though, Yellow Pages is congratulated for taking an iconic symbol from the past and reinventing it for contemporary consumer tastes and requirements.

Without losing the relevance of its offline property — both Yellow Chocolate and Yellow Treehouse helped increase sales of the traditional directory — Yellow Pages has shown not only its versatility in the market, but has displayed the ability to be creative, innovative, and most importantly, indispensable.

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winnerAryeh Sternberg, Director, GroupM Interaction

Aryeh Sternberg joined GroupM in July 2009 as head of its 6-month-old digital unit. Armed with a background in mobile marketing and digital creative development, his task was to build up this fledgling unit, coach and nurture his four up-and-coming digital planners.

By the end of the year, his team had nearly doubled in size from four to seven, and they had together delivered 110 digital campaigns for 28 clients across 69 different publishers.

These included a number of achievements: Vietnam’s first Augmented Reality (AR) campaign for Rexona; launching the first mobile internet initiatives via Admob; and becoming the first person in Vietnam to pass Google’s GAP exam upon first try.

Sternberg has also co-authored Unilever’s three-year digital game plan which was adopted as the standard for Southeast Asia and he initiated the launch of the Vietnam IAB this year.

His proudest achievement in 2009 was for Vim’s Toilet Day CSR initiative, which generated

winnerMatt Batten, CD, Wunderman Sydney

Within six months of Matt Batten joining Wunderman Sydney as creative director, the agency doubled in size, and had won 12 new accounts within the year. Due to this success Nigel Marsh, CEO of Y&R Brands Australia, enlisted Batten as creative director for sister-agency Y&R for six months — a role he held in addition to his duties with Wunderman.

Batten has won at every major awards show for his integrated and digital work, including Cannes, Caples, and Echo, and holds the current record for the most awards won at a single ADMA Awards.

His career started out working on humble digital accounts in the birth of dotcom. When it was fashionable for creatives to create just TV and print ads, Batten forged a niche as an integrated creative. Since then, he has worked on dozens of Australia’s largest brands, creating everything from websites and digital advertising to social and integrated campaigns.

Throughout his career, Batten has always been thoroughly devoted to giving back to the industry

Digital Rising Star of the Year

Digital Creative of the Year

thousands of dollars to help build toilets in schools across Vietnam.

Taking note of his capabilities, GroupM has recently appointed him to help enhance and restructure its digital unit in Indonesia, another of Asia’s big potential digital markets.

Sternberg’s relentless drive has been a significant factor in making the digital medium accepted as a relevant and effective communication channel in the Vietnam market.

Outside of his role at GroupM Vietnam, Sternberg and friends launched and currently run Web Wednesdays, a weekly watering hole for advertisers

and furthering innovation. This year alone, his creative department developed several world-firsts in digital media.

For Earth Hour, their innovative brilliance took Augmented Reality technology to a whole new level by combining it with data capture, live data streaming, personalisation, Google geo-coding and adaptive file updating.

For the launch of Microsoft’s Internet Explorer 8, Batten created another world-first with TenGrandisBuriedHere.com. Without spending a single cent on bought-media, this highly successful campaign existed exclusively in the social media

and agencies to meet and share their ideas and achievements in the digital space. He has also been successful in bringing local and global industry leaders, including Google and comScore to speak at monthly networking events.

Sternberg’s current initiative links the largest Vietnamese Social Networks by helping them to develop the ‘Connect’ functionality and then tying them together via a locally developed mobile application in a Wall Mashup. This innovation is to be put into play shortly during the third season of Vietnam Idol.

This crossover between work and play is indicative of his passion for all things digital. Sternberg also lends his support and expertise to a multitude of startup digital companies, offering advice as to how to structure business products for the advertising industry.

Not content to sit on his laurels and in spite of his ever-increasing responsibilities at GroupM across the region, Sternberg continues to be actively involved in the IAB and undertakes various speaking engagements to push for the adoption of global standards and latest technologies, so that Vietnam can take what he sees as its rightful place at the forefront of the region’s leadership in digital brand communication.

space, and celebrated the diversity and breadth of the internet itself.

In his capacity as chairman of the ADMA Agency Council, Batten has also been heavily involved with the ADMA awards and forum, and been the brains and driving force behind numerous industry-leading events.

As a tutor and lecturer at three of Australia’s best creative advertising courses — ADMA’s DM CreativeSchool, AWARD School, and AFA’s AdSchool — for the past six years, Batten has also trained and nurtured over 100 of Australia’s most promising young creatives, many of whom are now achieving their own success in agencies both domestically and overseas.

In 2008, Batten took the helm of DM CreativeSchool as head lecturer, helping to re-write the curriculum to include more in-depth digital and integrated work. He also created the course’s most successful marketing campaign ever, giving it the largest ROI of any ADMA initiative ever.

The high respect of his peers is evident in his regular nomination and appearance on industry award juries both locally and internationally, including the ADMA Awards twice, AWARD Awards twice, and John Caples International Awards in New York.

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GOLDTitle Yellow ChocolateClient Yellow Pages LtdAgency Colenso BBDO/Aim Proximity, New Zealand

The progress of the Yellow chocolate bar was followed for Yellow Pages through TV, websites, Facebook and Twitter. It became the fastest selling chocolate bar in New Zealand for ten years. People paid US$1.60 for a piece of direct marketing.

GOLDTitle Lynx - Party Across The InternetClient Unilever AustraliaAgency UM & Soap Creative

To drive awareness and trial of its new product range, Lynx took users on a journey across some of the web’s coolest sites — Ralph.com, Quicksilver.com, MySpace, and Facebook to tell the story of wild weekends typical Lynx users may expect.

BRONZETitle Fate’s in your handsClient WWF ChinaAgency BBH China

Title CityGTClient VicRoadsAgency JWT Melbourne, Australia

Best Media Innovation

BRONZETitle Malaysia Airlines Paid Search Marketing Program 2010Client Malaysia AirlinesAgency Performics — Starcom Mediavest Group

Title Search for the Perfect MomentClient The Peninsula HotelsAgency iProspect

Best Search

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SILVERTitle The ProposalClient IBMAgency OgilvyOne/Neo@Ogilvy Beijing, China

A viral video was seeded deep within the IT digital community, featuring a developer’s creative marriage proposal to his girlfriend. As a result, attendance at an IBM-hosted conference was 43 per cent above target.

SILVERTitle Nike TrackballClient NikeAgency OgilvyOne/Neo@Ogilvy Singapore

For the launch of Nike’s CTR360 football boot in Singapore, an interactive in-store experience was created. Ball control and product knowledge of the Nike CTR360 were seamlessly interwoven for potential customers.

BRONZETitle Because The Right Colour MattersClient Hewlett Packard Asia - PacificAgency XM Asia-Pacific Pte Ltd, Singapore

Title IBM Australia Open Digital CampaignClient IBMAgency OgilvyOne/Neo@Ogilvy Australia

SILVERTitle Impossible WallClient adidas JapanAgency TBWA\Hakuhodo, Japan

Impossible Wall is an interactive tennis game using the latest adidas products, where the rules are simple: crush as many enemy characters displayed on the projected wall as possible within a limited time and compete for best scores.

BRONZETitle TVNZ Go Girls Virginity MapClient TVNZAgency Aim Proximity, New Zealand

Best B2B

Best B2C

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GOLDTitle Live RescueClient New Zealand CoastguardAgency Tribal DDB, New Zealand

Despite having a coastline the size of the USA’s, and more recreational sailors than anywhere else, the New Zealand Coastguard is forced to patrol with just 75 boats. To help the country understand how a volunteer feels faced with a rescue, a boat was capsized and 4 people stranded in the ocean. The whole of New Zealand was challenged to find, and save them, in the world’s first live-rescue event. Only 1.8 per cent of virtual rescuers were successful. Visits to the Coastguard website were up by 20 per cent, online donations were 9 times higher that 2009 and overall donations were up by 41 per cent.

SILVERTitle Smart Australia ‘Pop What Your Not’Client Smart AustraliaAgency Clemenger Proximity Melbourne, Australia

With only eight per cent of new Smart Car owners responding to the automaker’s surveys, an environmentally friendly (in line with Smart Car’s brand promise) email survey in Australia was developed, which led to a 48 per cent response rate.

SILVERTitle Beautifully ImperfectClient Ministry of Community Development, Youth & SportsAgency Leo Burnett/Arc Worldwide Singapore

Encouraging singles to be more open to relationships, the Beautifully Imperfect platform was created using Facebook. It was a place for people to come together and share their own ‘beautifully imperfect’ stories.

BRONZETitle CityGTClient VicRoadsAgency JWT Melbourne, Australia

BRONZETitle Color of Your CityClient VolkswagenAgency OgilvyOne/Neo@Ogilvy Beijing, China

Title Love SpeedClient Volkswagen Hong Kong Ltd.Agency McCann Worldgroup (Hong Kong)

Best Not-for-Profit

Best Automotive

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GOLDTitle Philips Family RewardsClient Philips Electronics SingaporeAgency F5 Digital Consulting

Taking the customer as the centre of the discussion instead of a product-centric or business marketing oriented approach, the Singapore pilot ‘Philips Family Rewards’ for loyalty and consumer engagement leverages the concept of family. The programme website was launched in December 2009 for a user acceptance testing period, before a full launch to public in January 2010. Its success led to Philips Consumer Care presenting F5 Digital Consulting with the company’s ‘For Outstanding Partnership, Spirit in Building’ award. This Singapore loyalty pilot programme has been selected by Philips CRM Global as a leverage platform and is being deployed regionally and globally.

SILVERTitle India says, “My heart is healthy or at least I know if it’s not”Client Pepsi FoodsAgency Mindshare India

The goal was to drive scale and stature for Quaker Oats and build thought leadership around heart health. Of over 100,000 downloads, 73 per cent claimed positive behaviour change, and 74 per cent volume growth was achieved in 2009.

SILVERTitle Engine-driven free kicker ‘Castrol Ichi-GO’Client BP CastrolAgency Ogilvy Action/OgilvyOne, Japan

Exclusively for the Japanese market, Castrol developed Ichi-GO — an engine-powered free-kick machine to generate the world’s fastest free-kick over 200 km/hour, garnering media coverage worth more than 500 million Yen.

SILVERTitle The ProposalClient IBMAgency OgilvyOne/Neo@Ogilvy Beijing, China

A viral video was seeded deep within the IT digital community, featuring a developer’s creative marriage proposal to his girlfriend. As a result, attendance at an IBM-hosted conference was 43 per cent above target.

BRONZETitle National Thank You DayClient Kraft Foods PhilippinesAgency GeiserMaclang Marketing Communications

Title Nokia redefines the way mobile phones are sold!Client Nokia India Pvt.LtdAgency Maxus

BRONZETitle SkycomicClient adidas JapanAgency TBWA\Hakuhodo, Japan

Best Loyalty Campaign

Best Viral Marketing

campaignasia.com

GOLDTitle Camera CaféClient NestléAgency Mindshare China

Despite Nescafe’s 75 per cent market share in China, the brand sought to raise per capita coffee consumption from its current 3 cups per year. Nescafe localised global hit TV show, Camera Café. Re-purposed into an online office comedy, a series of four-minute-long episodes were shot exclusively for online broadcast and launched on Youku.com. After over 12,500,000 video views, 115,000 SNS fans on Kaixin001 and thousands of conversations on BBS forums that earned 200,000+ page views, purchase intent jumped 300 per cent after watching four or more episodes. Based on season one’s results, Nescafe has just announced the launch of season two.

SILVERTitle Alienware Clan ChallengeClient DellAgency Mediacom, Australia

The Alienware Clan Challenge — Australia’s biggest ever Call of Duty tournament, attracted 387 players, reaching 1.4 million unique users. Sales of Dell’s gaming PC brand Alienware grew over 40 per cent on the past quarter, rising to 66 per cent.

BRONZETitle Lynx — Party Across The InternetClient Unilever AustraliaAgency UM & Soap Creative

Best Online AdvertisingSponsored by

GOLDTitle Yellow ChocolateClient Yellow PagesAgency Colenso BBDO / AIM Proximity

‘Yellow Chocolate’ set out to reinvigorate Yellow Pages as a relevant, helpful tool both on and offline. A real-life product demonstration saw ‘Josh’ create and launch a chocolate bar using only businesses he could find in the Yellow pages.

GOLDTitle Future Daily on April FoolClient Metro Publishing Hong KongAgency McCann Worldgroup (Hong Kong)

The campaign invited people to write stories on things that mattered to them. The most voted-for stories were published online and in a special edition paper distributed to the public on April Fool’s Day. Over 200,000 peple visited the website.

SILVERTitle PhotochainsClient Canon AustraliaAgency Leo Burnett Sydney

To stand out in the DSLR category, Canon EOS set out to engage photographers with a content-sharing platform. Over the course of the campaign more than 20,000 photos were uploaded, and the number of photochains grew from five to 1,082.

BRONZETitle Mystery EggClient LenovoAgency OgilvyOne/Neo@Ogilvy Beijing, China

Title Gold 120Client VF Asia Agency OgilvyOne/Neo@Ogilvy Shanghai, China

Best Integrated

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GOLDTitle PhotochainsClient Canon AustraliaAgency Leo Burnett Sydney

In a highly competitive DSLR category, Canon EOS needed to attract fledgeling DLSR photographers. Aiming to maintain market dominance, to increase sub-brand awareness, and increase accessibility for entry level users, the idea for EOS Photochains was simple. A person takes a photo and selects a detail in it. The detail then acts as the inspiration for a new photographer to shoot. As this process is repeated, it creates a photochain of connected photos and photographers. EOS Photochains grew as its own social network of photography and a new creative experience. More than 20,000 photos were uploaded, creating nearly 1100 photochains.

SILVERTitle Women Against Lazy StubbleClient P&G IndiaAgency BBDO Proximity and MediaCom

In uniting ‘Women against lazy stubble’, Gilette saw sales rocket by 500 per cent, while market share went up by 400 per cent.

Title Beautifully ImperfectClient Ministry of Community Development, Youth & SportsAgency Leo Burnett/Arc Worldwide Singapore

Encouraging singles to be more open to relationships, a ‘Beautifully Imperfect’ platform was created using Facebook. It was a place for people to share their own romantic stories.

BRONZETitle KFC Krushers — Sip into the Chill ZoneClient KFC PhilippinesAgency OgilvyOne/Neo@Ogilvy Manila

Best Use of Social Media

BRONZETitle Winter Hong Kong — The last 120 hours of a Taiwanese geekClient Hong Kong Tourism BoardAgency Interactive Communications, Taiwan

Title MTR Mobile iPhone Application CampaignClient MTRAgency Cherrypicks, Hong Kong SAR

Best Leisure/Travel

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GOLDTitle Nike TrackballClient NikeAgency OgilvyOne/Neo@Ogilvy Singapore

For the launch of Nike’s CTR360 football boot in Singapore, an interactive in-store experience was created: where ball control and product knowledge of the Nike CTR360 was both seamless and seductive. Taking its cue from the Apple Mighty Mouse, could the same thing be achieved with an actual football? A retail installation was built where people used their feet to control the experience, and demonstrated the importance of total ball control. By successfully controlling the ball, consumers learned how the Nike CTR360 boot could deliver the control you need when you need it most: in the game.

BRONZETitle Daredevil Delivery AppClient SubwayAgency Iconmobile/Soho Square Beijing, China

Title Hidden Sound CampaignClient Zoo RecordsAgency Leo Burnett Limited, Hong Kong SAR

Best Retail

SILVERTitle Winning the Wings BattleClient McDonald’s ChinaAgency DDB China Group/Tribal DDB Shanghai

The McWings Coupon Challenge sought to demonstrate that McDonald’s chicken-wings are best in the market. Via an online activation it was announced the company would honour chicken-wing discount coupons from rival fast-food outlets.

BRONZETitle Goo TherapyClient CadburyAgency Tribal DDB, New Zealand

Title Bare AllClient Mars Chocolate AustraliaAgency Clemenger BBDO Melbourne

Best FMCG

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GOLDTitle World of EOSClient Canon AustraliaAgency Leo Burnett

Canon needed to maintain market dominance in the DSLR category, while increasing awareness of its EOS sub-brand and increasing accessibility for entry-level users. In creating online destination ‘The World of EOS’, the company sought to encourage experimentation among amateur photographers. The site provided the facilities to learn and try new techniques, as well as to exhibit images and creativity. Two highly targeted campaigns were launched: EOS Photochains and EOS Photo 5, a unique brief of five creative, photographic challenges that would form both online and physical galleries that didn’t just showcase one person’s way of seeing, but those of thousands of people.

SILVERTitle one email one treeClient LG Electronics ThailandAgency McCann Worldgroup (Thailand)

LG launched the ‘One email, one tree’ website, where consumers in Thailand selected their tree’s location and name, and watched it grow in real-time via online live broadcast. During the campaign 343,678 plants were grown.

BRONZETitle Sony Ericsson FIFA World Cup CompetitionClient Sony EricssonAgency Cherrypicks, Hong Kong SAR

Best Technology & Telecoms

SILVERTitle Coles Group Source MasterCardClient GE CapitalAgency dgmAustralia, Australia

An award-winning credit card with low consumer recall wanted to grow its customer base with a very small budget. The campaign built awareness and demonstrated the card’s competitiveness, while attracting low-risk, high-quality applicants.

BRONZETitle Missing PicturesClient Tower InsuranceAgency Aim Proximity, New Zealand

Best Financial Services

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GOLDTitle The Adventures of FreddoClient CadburyAgency Publicis Mojo, Australia

Cadbury’s chocolate Freddo saw itself competing with myriad entertainment options, not just confectionary rivals, for kids’ attention. Hence the school holidays saw the movie-like launch of on-line only adventure The First Adventures of Freddo, offering kids daily three-minute episodes, which triggered over 50 automatically age-adjusted activities and content related activities. After each episode, kids were actively encouraged to switch off and go outside, with printable activities to keep them thinking, creating and staying active. 160,000 Australian families registered to be part of the first Adventure and a further 40,000 for the second. July 2009 saw Freddo’s website generate as many visits as entertainment properties Nickelodeon or Disney.

SILVERTitle Mystery EggClient LenovoAgency OgilvyOne/Neo@Ogilvy Beijing, China

Lenovo reinvented its business image with an online campaign appealing to the younger market. Website-unique viewers totalled over 462 thousand and more than 9,100 laptops were sold — Lenovo’s best sales numbers among the university market.

BRONZETitle The Coolest Recruitment ProgrammeClient Maxis BerhadAgency OgilvyOne/Neo@Ogilvy Malaysia

Best Website

SILVERTitle Fate’s in your handsClient WWF ChinaAgency BBH China

WWF developed the first mobile ad to show how wildlife struggles outside its habitat. Within two weeks, new membership more than doubled, web visitors almost quadrupled, and over 114,000 RMB free media was generated in China’s online press.

SILVERTitle Hidden Sound CampaignClient Zoo RecordsAgency Leo Burnett Limited

To promote alternative music store Zoo Records, songs and profiles from 14 indie bands were embedded into animal-shaped QR codes and posted around Hong Kong. More than half the bands sold out their albums within the first week.

SILVERTitle CityGTClient VicRoadsAgency JWT Melbourne

To highlight the dangers of mobile use while driving, iPhone driving game, CityGT was developed. With over 30,000 downloads, users who answered calls while ‘driving’ automatically crashed, and received a safe driving message.

BRONZETitle McDonald’s ‘Let’s Meet Up!’Client McDonald’s ChinaAgency Tequila\Digital Shanghai

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