SINGAPORE, April 4, 2014 - JWT took home awards for campaigns from Bangkok, Singapore, Pakistan and Australia at the inaugural Asia Pacific Effies awards, which recognized the most effective marketing communications work from across this high-growth region at a ceremony in Singapore last night.
“Clients want creative ideas that help define their brand - and deliver results. The awards our APAC network brought home last night are testament to the fact that JWT is delivering work that connects with consumers, and matters to clients,” said Tom Doctoroff, JWT Asia Pacific CEO.
JWT Sydney won its Silver for “Planning to make a plan is not a plan” for New South Wales Fire Services. To help the government counter the ‘she’ll be all right’ attitude held by many Australians who live in bush fire-prone areas, JWT created a campaign to motivate people to prepare for fire season by creating a survival plan ahead of time.
The campaign, which ran on TV, print, billboard and online, dramatized the procrastinating conversations that our audience were having and juxtaposed this normalised complacent behaviour with a terrifying bush fire simultaneously surrounding them and destroying their homes - illustrating the danger they were wilfully ignoring to prioritise cleaning the car or surfing the net instead. The campaign triggered an emotional response so strong that it motivated the highest Bush Fire Survival Plan downloads and completions ever achieved in NSW by an astonishing margin and more gratifying still – the death the death toll that year was zero.
Walter, an agency based in Pakistan, also took home a Silver medal for its "Made for Cricket" campaign for Pepsi, the official sponsor of the Pakistan Cricket Team. The challenge was to come up with a campaign which strengthened the brand's association with cricket ahead of the T20 World Cup 2012 in Sri Lanka, and set the brand apart from the competition in a market where many brands try to leverage the sport's popularity.
A series of humorous TV spots showcased different Pakistani cricket stars playing different sports other than cricket, including bowling, basketball and golf, Walter showed how the country’s cricket stars would fare in other sports if they were to use the expertise and moves are most associated with, which make them unique, in those sports. The results were catastrophic and embarrassing, in a funny way. This emphasized the fact that those players were made for cricket only and not anything else, exactly the same way as Pepsi was made for cricket.
Walter also organized numerous live screenings of the matches on big screens turning individual fun into a group event, drawing thousands to each location. This filled up the "live game" gap left by the overseas tournament and turned individual, at home, match viewing into a group activity. Other channels like, radio, print, PR, events, out of home, retail, digital and other BTL activities, supported the TVC.
"Made for Cricket", which earned PepsiCo's "Best of the Best" Marketing Award in the Asia Pacific region that year, also achieved the highest ever Awareness Index for any Pepsi ad in Pakistan – and most importantly, helped the brand exceed sales targets.
JWT Bangkok won Silver for “Reflections: If Looks can Kill”, an interactive murder-mystery mini-movie series for Oriental Princess’s limited edition Reflections cosmetics line. The series kicked off with a TV spot that was designed as a movie trailer, drawing Thai viewers into a surprising story line about a cop called to the scene to investigate the death of a business scion. Viewers were invited to watch a four-part interactive series online, each running 10 minutes long, to find out ‘whodunit’. As the plot unfolded, viewers were invited at certain points in the story to click on a “get the look” icon for each character, which opened a separate screen with a seductive two-minute makeup tutorial that showed consumers how to transform themselves into their favorite high-powered femme fatale.
JWT Bangkok’s integrated campaign created unprecedented buzz about the brand and connected Oriental Princess with its target audience with deep, lasting engagement online. Each tutorial was viewed over 250,000 times with an average of four minutes spent per video. That's 60,000,000 seconds of viewing Oriental Princess make-up demonstrations OR the equivalent of 2,000,000 TV ads, a huge return on actual media investment. The limited edition line was sold out in just three months, driving overall sales up by 20% in that period.
JWT Singapore, meanwhile, home a Bronze Effie for its "Pasta Hut" campaign, which helped Pizza Hut demonstrate just how committed it was to pasta by changing something most brands would never dare to change: its name.
Pizza Hut Singapore's pasta menu, which was introduced in 2009, comprises more than 20% of the restaurant's sales revenue. Still, for many Singaporean consumers, Pizza Hut is not top of mind when it comes to pasta. JWT and Pizza Hut wanted to target those consumers, spread the word about Pizza Hut's newly expanded past menu and get more pasta lovers in the door – a tough job in this crowded market, which has more restaurants than New York.
To kickstart the campaign, JWT ran a teaser campaign on Pasta Hut's Facebook page, inviting fans to sign up for invites to a special, secret, event. JWT then helped Pizza Hut morph into a pasta restaurant by renaming its City Square Mall outlet as "Pasta Hut", and served nothing but pasta for a day at an invite-only event. With blogger outreach and an effective media campaign we got people talking about our 'rebrand', but more importantly we got them in-store, eating and talking about how great our pasta was. Then they went home and shared it all online. Pasta Hut remained open for four more days, serving up pasta to an ever-growing crowd. Pasta Hut served up 155 kilograms of pasta in just five days, converting many new customers; we also increased Pizza Hut’s social media reach by more than ten times, raising the brand’s profile.
JWT, the world’s best-known marketing communications brand, has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today
JWT opened its first office in Asia in 1929, and today employs over 3,800 people in 53 offices across 18 countries in the region.
For more information, please visit www.jwt.com and follow us @JWT_Worldwide. JWT’s parent company is WPP (NASDAQ: WPPGY).
Asia Pacific Director of Corporate Communications