1. Campaign of the Year

Alba Chunkuk
Creating A New Culture for Part-Time Workers
Weber Shandwick Korea, SK Planet

Alba Chunkuk, Korea’s No.1 part-time job portal, launched the campaign ‘Creating a New Culture for Part-Time Workers’ in May 2016. The campaign was aimed at improving the public’s perception of part-timers and promoting a mutual understanding between employers and employees. Through the implementation of the campaign, people’s attitude towards part-timers was positively affected.

Air New Zealand
Aussie bird takes Air New Zealand to the skies

Air New Zealand identified an opportunity to grow its revenue by becoming an accepted airline for Australians travelling to the Americas. To bring this to life, Dave, a CGI goose voiced by Bryan Brown, was created to showcase the joy of flying with Air NZ. Extensive coverage (EAV of $5m, reaching >8m people) from the VIP media launch resulted in a huge spike in sales before the advert even aired.

McDonald's China
McBanquet
UTOP Public Relations Consulting

Using McDonald's quality ingredients you definitely have tasted,
We customized 9 fusion dishes you have never seen,
To tell stories of our food quality you might have never heard before.

2. Agency of the Year

Strategic Public Relations Group
Edelman
Ruder Finn Asia
Weber Shandwick

3. Communications Team of the Year

Air New Zealand
Air New Zealand Communications Team
Canara HSBC Oriental Bank of Commerce Life Insurance
Harnessing Digital Channels of Communication
NEC Australia
Orchestrating greater communications for NEC Australia

4. PR Professional of the Year

Charles Lankester
Ruder Finn Asia

Charles Lankester helped lead Ruder Finn Asia to the firm’s highest levels of business, client and industry success in 2016. Key achievements included building Ruder Finn into an integrated, digital consultancy; winning new clients including Prudential Asia and MTR; creating and launching the RiskSTAT smartphone-based crisis management system; initiating the acquisition of digital firm Daylight and elevating the communications industry reputation through senior executive engagement.

Gareth Finch
Weber Shandwick

In 2016, Gareth proved to be a high performing business developer, innovator & people leader at Weber Shandwick. His knowledge of the healthcare landscape, skills in finding & developing insights & grasp of creative, integrated communication strategies means he scored a 100% pitch win rate in 2016 (6 new clients, plus 100% client retention) leading double digit revenue growth, exceeding forecasts. He was asked to present his secret formula for pitch wins to global/regional leaders in the company.

Kiri Sinclair
Sinclair Communications

Kiri rapidly understands client ambitions, is able to summon creative solutions to their challenges, suggest collaboration opportunities and advise on regional & international positioning. As social & digital becomes more important she has driven new ways to propel brand reputation, through thought leadership Integrated communication resources, use of data and experiential storytelling. She has worked hard to develop an updated matrix to measure PR value in this changing environment.

5. Transport & Logistics

Ford Motor
Ford EcoBoost, Mileage you need. Power you want
Burson Marsteller

Ford faced outdated perceptions of poor fuel economy in AP. Customers want good mileage but don’t want to compromise on power. Ford’s EcoBoost engine technology offers a great reason to buy; but people knew more about its power benefits & not efficiency. Our campaign helped create awareness with 536% increase in efficiency led conversations about EcoBoost & educated customers on efficient driving.

Ford Motor
Ford Ranger 'Built Ford Tough'
Hill+Knowlton Strategies

Popularity of the pickup truck segment has been on the up; no longer confined to construction type users, but growing in popularity with the family segment. In launching the Ranger, H+K delivered a successful comms programme that not only reached new audiences and generated cut-through in an increasingly competitive segment, but secured Ford Ranger’s spot as the company’s best-selling nameplate.

Lincoln China
The All-New Lincoln Continental China Launch

Lincoln aims to differentiate itself from competitors with its iconic Lincoln Continental sedan, by positioning it in a “Category of One.” Every aspect of the launch was uniquely experiential, showcasing its superior design, tech, engineering and service. The coverage and social buzz reached an audience of nearly 35 million, topping all other luxury brands in visibility for four weeks in a row.

6. Energy

InterOil Corporation
Making yourself attractive to the world's largest energy Company, ExxonMobil
Credit Suisse (Australia), Joele Frank, Wilkinson Brimmer Katcher, Quay Advisers

In 2013, InterOil, an oil and gas explorer in the remote island of Papua New Guinea had a volatile reputation as ‘the most hated energy company on the NYSE’. By 2016, InterOil was the best performing E&P stock globally and in February 2017, was successfully acquired by the world’s largest energy company; ExxonMobil for more than US$2.5bn. This is the story of how a successful IR campaign can truly change perception.

Pertamina
Delivering Energy for The Country

Our company, Pertamina, has set 5 business strategic priorities for the next few years. The goal of the strategy is to realize the national energy independence. In the other side, within the country, it challenges tight competitions in many sectors with other energy companies. With strategic campaign, Corporate Communication helped the company to gain public trust, to win the competition.

Transpower New Zealand
Transpower New Zealand Annual Review

Previously we allocated our annual report budget to designing a print document including long-form business commentary and financial results. Recognising the evolution of reporting approaches and focus on sustainability, this year we separated these elements and created an online only integrated annual review – structured around six strategic priorities we recently established for our business.

7. Technology & Consumer Electronics

NetApp
Reputation for Innovation
Weber Shandwick

Forget press trips. By producing multi-format content from its Insight 2016 Conference in the US and syndicating them across various platforms, NetApp was able to increase engagement with Chinese CTOs and tech engineers by 176.3% and exceed sales leads targets.

NEC Australia
Enhancing public safety for the Northern Territory via cutting edge technology

An Australian first facial recognition (FR) solution, designed by NEC for Northern Territory Police (NTPOL), which rapidly and accurately identifies people being brought into custody (in under 10 seconds) many of whom can be uncooperative or violent, or unable to identify themselves.
NTPOL sought to cement their position as a leader in public safety by promoting the benefits of this technology.

The IOT Group
Text100 gets Roam-e airborne with soaring sales
Text100

Text100 developed the full go-to-market integrated strategy for first-of-its-kind flying selfie gadget, “ROAM-e” and managed everything from the brand development/positioning, content, email, social, paid, influencer and PR targeting local and global audiences. The campaign lets to over 250K indicative orders of the product with extensive exposure for the brand in 15 countries globally.

8. Telecommunications

Globe Telecom
Globe 1st World Internet PH
ASPAC Creative Communications

In the Philippines (a 3rd world nation enjoying impressive economic progress) there is a high demand for faster internet. But infrastructure development is greatly delayed by “red tape” on the local government level. The Globe “1st World Internet PH” campaign took the behind-closed-doors issue public and turned a problem into an opportunity for local governments to show vision and leadership.

Etisalat
Etisalat Gitex Participation

Etisalat Sparking Innovation at GITEX Technology Week 2016

Our Gitex 2016 participation was our company’s biggest annual project in the MENA region. It was way different from all previous years of participation on all levels. Tens of team members and long hours of work made it possible to put the two words Futuristic and Smart into action. All key messages of participation successfully delivered

Tcell
ChiGap app communication

Tajikistan’s GDP on 40% depends on money transfers from migrants to Russia. Tcell launched the product specially developed for migrants – messaging app ChiGap. Tcell “traced” migrants routes and used all communication chanels to help them stay in touch with family and friends that they had to leave in motherland. As the result – up to 300 000 downloads.

9. Finance

Guardians of New Zealand Superannuation (NZSF)
International Forum of Sovereign Wealth Funds, 2016 Annual Meeting - Investing in a Climate of Uncertainty

The NZSF bid to host the 8th annual meeting of the International Forum of Sovereign Wealth Funds in Auckland, November 2016. IFSWF supports the global financial system by promoting transparency, accountability & good governance. The meeting achieved its goals to support IFSWF’s objectives, build understanding of SWFs, engage our staff, showcase the NZ economy in a distinctive & significant event.

IDBI Bank
IDBI Bank salutes 26/11 martyrs with ‘Swim of the Century’
Adfactors PR

IDBI Bank, a public sector bank (70% owned by Government of India), partnered with Sea Hawks – a 6-member swimming team comprising personnel from the Indian Air Force and Mumbai police, and 2 civilians – to dedicate a World Record of the longest-ever 1,000-km open-water relay day-and-night swim from Mumbai to Mangalore during Nov 26-Dec 8 to the martyrs of the horrific 26/11 Mumbai terror attacks.

Societe Generale
Societe Generale Takes the Smart Approach Resulting in Good Karma with the Media

Societe Generale’s in Asia decided that it wanted to implement a PR-led approach to launch a new equity research solution offering to its clients globally because they believed an independent media perspective on the complex issues this product addressed would be the most effective way to garner attention and interest from their client base.

10. Health

AstraZeneca, Lung Foundation Australia
Driving life-saving discussion
Weber Shandwick

A digital campaign was executed to motivate COPD patients by showing them how a lack of action can affect those around them. Carers were targeted through engaging, educational content with strong calls to action and helped to highlight the importance of visiting a doctor early to find out more information and start a conversation – or ‘Have the CHAT’ – about COPD

Bayer Australia
Do you see what I see? Eye health initiative
SenateSHJ

Do You See What I See? (DYSWIS) is an ambitious eye health initiative by Bayer Australia and SenateSHJ. The initiative challenged the status quo by taking a highly collaborative and innovative grassroots approach to help reduce the impact of diabetic eye disease in Australia. In less than a month, the DYSWIS initiative has shown direct behavioural results in both patient and clinical settings.

Mundipharma Middle East
BETADINE: Attracting Arab Millennials and stayed relevant in OTC market
Sky High Advertising, Arena Media (Havas),Spread Communications

BETADINE® “Supporting My Journey” Campaign follows the progress of 5 regular people to reach the goal of completing a triathlon for the first time, embarked on an intensive 12 week fitness journey through social media channels. The results solidified BETADINE® as a brand that can speak to millennials with positive impact: 44% sales growth, 80% purchase intention and +5pp “brand I trust” perception

11. Sports & Lifestyle

WAGTI
L'Etape Korea
Weber Shandwick

In an Asian first, the world famous cycling race, Tour De France, came to Korea in the form of an amateur cycling race, L’Étape Korea. To lure locals, a festival atmosphere was created with a two day Village event. An integrated communications plan was executed across traditional, SNS and online platforms, using creative images, cartoons and video to entice a new sporting phenomenon in Korea.

Sport Singapore
Game ON

Game ON marks the first time “sports day” was organised at a migrant worker community in Singapore. Together with Singaporeans and expatriates, socially-integrated groups were formed to participated in the games.

Game ON is more than sports promotion. It contributes to national integration by breaking down social barriers and facilitating the formation of a more inclusive community identity.

Zeno Group India
Just Earn It - Zeno For Nike

Zeno embarked on an earned brand journey to position Nike as a strong contender in the Lifestyle segment. It was a gruelling task owing to very low budget and a tough competition. Fearlessly in pursuit of the unexpected – we went beyond the traditional seeding of products/paid campaigns and helped Nike, transform lives of its consumers and emerge as a strong brand in the lifestyle category.

12. Entertainment & Culture

Steinway Piano Asia Pacific
STEINWAY & SONS SPIRIO CHINA LAUNCH TOUR 2016
Ruder Finn Thunder Communication Shanghai

In 2016, STEINWAY launched its most significant product innovation—the world’s finest player piano system—in over 70 years in eight cities in China. Controlled by a proprietary iPad mobile digital device, it features a continuously updated music catalogue from STEINWAY’s 1,800 renowned artists’ performances. The new system was designed for player accompaniment or high-quality listening enjoyment.

Sarawak Tourism Board
Rainforest World Music Festival

The success of Rainforest World Music Festival lies in its unique ambience, unusual presentation and the festival’s dedicated team. Being staged at the Sarawak Cultural Village, Sarawak’s living museum with a natural backdrop, musical workshops are held in the afternoon and a prelude to the stage presentation at night by performers representing different cultures worldwide plus diverse workforce.

Warner Bros. Pictures
Where do Babies Come From?
Weber Shandwick

Warner Bros only had four weeks to ensure that its first 3D computer-animated movie in China, “Storks”, hit No. 1 at the Box Office. Inspired by the movie storyline, we asked ourselves: “What would happen if we asked kids where they think babies come from?”. The resulting campaign combined creative content with influencer power to help the flick reach the top spot.

13. Science & Education

PSB Academy
The Future Academy

For over 50 years, productivity has been at the heart of PSB Academy. Since 2016, we have strived to deliver on a unique a brand of education that is productive, nimble and rigorous, to prepare 11,000 students each year for the future economy. On that premise, we re-branded ourselves as “The Future Academy”, with signature programmes that focus on what really matters: performance in the real world

King Abdullah University of Science and Technology
KAUST Discovery Magazine Issue 3
Springer Nature

The KAUST Discovery magazine showcases the latest research and innovation being conducted by scientists at King Abdullah University of Science and Technology. Launched in 2015, this is the third issue and has moved from an annual publication to biannual. It complements the KAUST Discovery website at discovery.kaust.edu.sa, where articles are posted a couple times per week.

University of Sydney
AINST Launch

The University of Sydney’s Australian Institute for Nanoscale Science and Technology was launched on a global stage, positioned to tackle society’s biggest challenges, reinventing the Uni as dynamic and raising our science and engineering profile against our main competitor. Specialist audiences were captured and outreach extended into new areas, with #SydneyNano trending and ongoing PR into 2017.

14. Travel & Tourism

Singapore Tourism Board
Your Singapore Summer
Sinclair Communications

Your Singapore Summer was focused at driving Hong Kong travellers to visit Singapore and building the reputation of Singapore as one of Asia’s most exciting lifestyle destinations. Ultimately the campaign saw a 16% increase in visitors in the first quarter of 2016 in comparison to the same period of 2015. A total PR value EURO 3.4mill was achieved.

British Airways
British Airways celebrates 80 years of flying to Hong Kong
Grayling China

In 2016, British Airways (BA) marks its 80th year of flying between Hong Kong (HK) and London, making it the longest-serving airline on the route in HK. To celebrate the milestone, the airline organised a cross-platform PR campaign to highlight its unique status as a “pioneer of HK civil aviation.”

Air New Zealand
Aussie bird takes Air New Zealand to the skies

Air New Zealand identified an opportunity to grow its revenue by becoming an accepted airline for Australians travelling to the Americas. To bring this to life, Dave, a CGI goose voiced by Bryan Brown, was created to showcase the joy of flying with Air NZ. Extensive coverage (EAV of $5m, reaching >8m people) from the VIP media launch resulted in a huge spike in sales before the advert even aired.

15. Food & Beverage

KFC
The 5 – in – 1 Mealbox Dabbawala
Edelman

We teamed up with KFC, to create an innovative product launch in promotion of its new product – the new KFC’s 5in1 Meal Box. On the day of the launch, we took over lunch hour with Mumbai’s iconic Dabbawala and converted them to #KFCBoxwala for a day to deliver KFC’s new tasty meal to office workers across India. The campaign was a huge success, selling over 1 million meal boxes in just 6 weeks.

Anheuser-Busch InBev
Goose Island Beer China Migration
Adsmith China

Adsmith China was tasked by AB InBev to raise awareness and create a buzz around Goose Island, an American craft beer, entering the China market in Beijing and Shanghai. Using social media, PR and by building a microsite, Goose Island was able to capitalize on the popularity craft beer is experiencing in China, leveraging on the brand’s coolness to entice outgoing Chinese consumers.

Pizza Hut
Marketing to Millennials - Pizza Hut Gets in With the Cool Crowd
Text100

Pizza Hut sought to reinvigorate its brand amongst India’s younger consumers by going back to its basics: the PIZZA and EXPERIENCE. Text100’s social media and influencer engagement led more than 150,000 new fans to join Pizza Hut’s social media channels, earned more than 120 pieces of Tier 1 media coverage, and created so much buzz that the brand trended above India-Pakistan cricket on Twitter

16. Sustainability & Environment

Arcadis
Sustainable Cities Index
FleishmanHillard

With Arcadis’ second Sustainable Cities Index, the company needed to again make its B2B expertise relevant to diverse stakeholders, including the public. The report and campaign were designed to provide digestible insights in layman terms and start conversations with prospects, governments and partners, showcasing Arcadis’ expertise with a fresh analysis of 100 cities, expanded from 50 in 2015.

GLOBE TELECOM
GLOBE CORP | DISASTER PREPAREDNESS CAMPAIGN
PUBLICIS JIMENEZBASIC

A social awareness campaign by Globe Telecom to advocate disaster preparedness and environmental sustainability.

Globe collaborated with filmmakers to create films with messages on how communities live in disaster zones, and how digital behavior helps and harms the situation.

These videos were quickly picked up and lauded by viewers and the industry – as a bold leadership move in ICT advocacy.

Mr. Griha Laxmi Rice Mill
Efficient Food Management Western Nepal

“Efficient food and modal farm management for pro-poor economic enhancement in western Nepal to save the environment, by reducing use of chemical pesticides and fertilizers”
The targeted communities that we are trying to work with doing farming from ages of continuing 22 years & GLRM would strong bonding to significant changes in the life of the farmers as outcome and output level of Project.

17. Government Agencies & Parties

Australian Government Department of Social Services
VIOLENCE AGAINST WOMEN - LET'S STOP IT AT THE START

Stop it at the Start is a rally-cry to parents, family members, teachers, coaches, employers and community leaders, to help break the cycle of violence by encouraging them to reflect on their own attitudes, and talk with young people about respect.

In the first six months, the campaign started to shift the behaviour of many Australians to help reduce violence against women in future generations.

Group M + DIPP
The Story Of A Roaring Revival
Genesis Burson-Marsteller

'Make in India 2.0' was an integrated campaign of unprecedented scale – a grand confluence of industry leaders, policymakers, diplomats and academia which included public relations, advertising, digital, social and outdoor media to recreate a wave of promise and positivity – resulting in over 10,000 news articles and garnering investment commitments of over USD 220 billion.

National Library Board, Singapore
National Reading Movement

The National Reading Movement is a 5-year national-scaled campaign in Singapore to encourage everyone to Read More, Read Widely and Read Together. It aims to encourage all to pick up reading, gain new audience segments, focus on reading in Mother Tongue Languages and work with partners to create a vibrant reading culture.

18. Non-Governmental Organisations & Associations

CropLife Asia
Madhu Sandesh: Promoting Pollination on Indian Farms

Project “Madhu Sandesh” (meaning “honeyed message” in Marathi language), helps internalize the good farming practices and the responsible use of pesticides. Pomegranate and onion farmers were given rental bee hives to pollinate their crops, leading to more conscientious use of agrochemicals and an awareness that sustainable practices would also boost yields and income.

ChunHui Bo'Ai Children's Foundation
Story of the Chunhui Mama
Weber Shandwick

Many orphans under Chunhui Children’s care require medical treatment, and the charity needed US$440,000 to help 80 of the most seriously ill. Through a simple post on China’s popular social platform WeChat, we told the story of the “Chunhui Mama”. It moved people to donate US$1.66 million, enough funds to sponsor medical care for 150 orphans instead of just 80.

Save the Children Myanmar
#ThetMonMyint1000Days to end child stunting

One in three children in Myanmar are stunted – a condition caused by inadequate nutrition in the first 1000 days of a child’s life. #ThetMonMyint1000 days project leveraged the influence of a leading Myanmar actress during her own pregnancy. Myanmar mums were encouraged to follow TMM’s own 1000-day journey & in just over two months, healthy infant nutrition messages reached over 5 million people.

19. Multi-Channel Communications

PwC
APEC CEO Summit 2016 knowledge partnership

PwC as Knowledge Partner to APEC CEO Summit 2016, launched an integrated campaign across the Asia Pacific. This campaign leveraged findings from the APEC CEO Survey, profiled our subject matter experts and featured Summit highlights to engage with different stakeholders on various communications channels. This multi-market campaign resulted in higher engagement levels especially on social media.

Baxter (China)
Infusion Safety Enhancement Journey in China

In China, infusion safety is the most concerned medication issue as the demand for infusion medication is rocketing. Baxter has embarked on an “Infusion Safety Enhancement Journey” to help hospital upgrade recognition on infusion safety and ultimately enhanced IV safety standard by cementing the hardware. Our campaign has made a massive impact on the benefit of over one hundred millions patients.

Tcell
ChiGap app communication

Tajikistan’s GDP on 40% depends on money transfers from migrants to Russia. Tcell launched the product specially developed for migrants – messaging app ChiGap. Tcell “traced” migrants routes and used all communication chanels to help them stay in touch with family and friends that they had to leave in motherland. As the result – up to 300 000 downloads.

20. Viral Communications

KK Women's and Children's Hospital
Superhero Preemies

In conjunction with Prematurity Awareness Month in November 2016, we honoured some of our preemies with a photo collection of them dressed as superheroes on our Facebook page. The outfits were knitted and sewn by our Rehab team while the photos were taken by our doctor. The post was widely shared and its virality also drew traditional media attention and reported in several mainstream media.

SINO Group
VR @ Sai Kung
RFI Daylight

Sai Kung is a peaceful paradise on just off the eastern edge of Hong Kong. But for the majority of Hong Kong residents, it might as well be a world away. This was the problem facing Sino Group, the property developer behind the 285-unit Park Mediterranean project in Sai Kung. instead of drawing people out to the site, why not bring the site to them in a 360 immersive experience.

The Face Shop
Disney Limited Collection Launch
Thunder Communications Shanghai

The Face Shop, a Korean beauty brand, wanted to promote its limited edition Disney Collection ahead of China’s 2016 Singles Day, the world’s largest online shopping festival. An innovative integrated campaign featuring a popular celebrity, buzz-creating content, extensive media cooperation and a climactic twist to live-streaming events ignited the entire internet and produced unprecedented sales.

21. Change Communications

Visa
Less Cash, More Money for India
Ruderfinn Asia (India)

India is a cash-heavy economy. Visa studies observed a direct link between digitization of payments & economic growth, with $10.4 Bn potential savings over 5 years. Visa built this transition as its long-term strategy, aligned its business goals to India’s, then swiftly leveraged PM Modi’s surprise demonetization move. Visa thus fuelled a revolution while strengthening its thought leadership & SoV

Canterbury District Health Board
Let's Get Ready to Move

Specialising in Older Persons’ Health, Burwood Hospital’s new wards, radiology and outpatients departments were completed in May 2016 and opened in June 2016. 88 frail elderly patients and around 300 staff were transferred to the new facilities from another hospital 20 km away. A public and staff comms campaign including 2 open days was integral to the planning and the success of the moves.

Marico
Marico - Mary & Rico

The primary objective was to manage change in the organisation and sensitize the employees to new processes and disciplines, without enforcing the change as a rule. The organisation wanted to encourage behavioral change within the employees themselves and instill the spirit of creating a more positive work environment for all. The campaign objective was to serve as a guideline and not be preachy.

22. Internal Communications

Nanyang Technological University Singapore
Secret Biker at NTU

Secret Biker at NTU was a teaser video made on a zero budget to announce the completion of a new mall which had inconvenienced the NTU community for 18 months. Played at the annual townhall, the mystery biker’s identity was revealed when the NTU President biked in. The surprise ending which moved from screen to real life, was a hit with the live audience and when posted on Facebook, it went viral.

Australia and New Zealand Banking Group (ANZ)
Going social at ANZ with MaxConnect

In 2015 ANZ launched MaxConnect, the bank’s first global enterprise social network, in line with a goal to be a leading social-enabled enterprise in financial services. A communications program was implemented to shift behaviour and enable business success through a ‘new way of working’, being more open and social than ever before. 72% of all staff now participate in MaxConnect.

Unilever Philippines
The Next Great Move: Unilever Moves from One Great Location to Two

After 89 years of doing business in Manila, Unilever Philippines moved its head office to Bonifacio Global City. This prompted the creation of #OurNextGreatMove, an engagement campaign which helped employees transition from the old site into the new one, cultivating a culture of doing business with the end goal of creating a sustainable, brighter future for employees and the people they serve.

23. Crisis Communications

Macmahon
Managing a hostage situation
Cannings Purple

Cannings Purple provided crisis communications support across three continents to control media coverage of an incident in Nigeria in which one man was killed and seven others were abducted. The aims were tightly controlling the media narrative so as not to escalate danger to the men, and supporting the men’s families on the ground around Australia, in New Zealand and in South Africa.

Air India
Brand Building and Crisis Management - A Real 24x7 Story
Perfect Relations

Air India was perceived negatively with diminishing credibility and faced numerous crisis incidents affecting its reputation adversely. In July 2015, the negative coverage equaled to whopping 911 articles while positive coverage accounted for 429 articles only. Team devised strategic media relations providing info/statements with speed to minimize the damage in media reportage.

Golden Arches Restaurants
McDonald's Malaysia - Countering Misperception and Rebuilding Brand Trust
Hill & Knowlton Strategies

McDonald’s reputation and performance is cyclically affected by the Malaysian response to the Israeli-Palestinian conflict. As a result of proactively seeding fact based arguments primarily through third party advocates including bloggers with grassroots appeal and prominent civil society leaders, discussions around the boycott was observed to grow increasingly balanced and favouring McDonald’s

24. Storytelling

Hong Kong Tourism Board
Meet the Pals

Nowadays, travelers are eager to discover authentic experience when they travel to a destination like Hong Kong. ‘Meet the Pals’ programme gives the right chance for travelers to build deeper connections with the city, through interacting with our local volunteers. So far, over 120 sessions have been conducted and the programme has earned a lot of positive feedback from travelers.

Airbnb Korea
Active Senior’s Life Hosting

Airbnb Korea launched a campaign ‘Airbnb Active Senior’s Life Hosting,’ strategically using storytelling of senior hosts who are energetically living the second life by sharing spare rooms. Airbnb Korea designed ‘content’ project in four stages, and published a storybook about 12 active senior hosts distributing to on/offline channels. Airbnb positioned as a positive contributor to the society.

Ford Motor
Ford EcoBoost, Mileage you need. Power you want
Burson Marsteller

Ford faced outdated perceptions of poor fuel economy in AP. Customers want good mileage but don’t want to compromise on power. Ford’s EcoBoost engine technology offers a great reason to buy; but people knew more about its power benefits & not efficiency. Our campaign helped create awareness with 536% increase in efficiency led conversations about EcoBoost & educated customers on efficient driving.

25. Content Marketing

Acer
#SpinMeToLife / #DareToBeSwift
We Are Social (Greater China Region)

After IFA 2016, Acer wanted to promote their 2 new-launched laptops (Spin & Swift) in digital approaches. We Are Social developed #SpinMeToLife and #DareToBeSwift campaigns, helped Acer collaborate with music creators, bands, and stylish performers, created a series of video and music content, then promoted on social platforms such as Facebook, Youtube, and most distinctively, Soundcloud.

Asahi Premium Beverages
VCTV by Vodka Cruiser
Vizeum,The Story Lab

VCTV by Vodka Cruiser: A category first branded content innovation, at the intersection of creativity and digital smarts. We launched a six part Facebook Live show that took young Aussie women on a journey of discovery to encourage self-expression- through their favourite devices, using credible voices. We managed to re-kindle brand love, drove active engagement and doubled sales growth YOY.

Unilever
Pond’s: Super Powering Content with Influencers

A progressive influencer program that super powered the value of Pond’s content by marrying analytics and authenticity to build credibility and deeper engagement for the brand. The Pond’s Insiders, 13 social media influencers, became an extension of the brand team with direct access to scientists and future innovations and co-created brand content based on their passion points and lifestyles.

26. Brand Relationship

Asahi Premium Beverages
VCTV by Vodka Cruiser
Vizeum, The Story Lab

VCTV by Vodka Cruiser: A category first branded content innovation, at the intersection of creativity and digital smarts. We launched a six part Facebook Live show that took young Aussie women on a journey of discovery to encourage self-expression- through their favourite devices, using credible voices. We managed to re-kindle brand love, drove active engagement and doubled sales growth YOY.

KK Women's and Children's Hospital
"Born in KKH" - Celebrating a Shared Affinity

The “Born in KKH” community event celebrated a shared affinity of more than 1.2 million who were born at KK Women’s and Children’s Hospital. 2016 marks the 50th anniversary of KKH’s 1966 world record as world’s largest maternity hospital.

To commemorate, we partnered organisations and set a new Guinness World Record on 16 October 2016 for the largest reunion of people born at the same hospital.

Prudential
Using Insight to Deepen Brand Relationship: Launching the Prudential Relationship Index
Ruder Finn Asia

Innovative research was central to Prudential’s 2016 brand campaign. A 5,000 person, ten-market Relationship Index identified the highs and lows of personal relationships in Asia. Through owned, shared, paid and earned channels, Ruder Finn communicated findings in every location. Results? Millions engaged, business KPIs exceeded and Prudential firmly established as relationship thought-leader.

27. Launch

Warner Bros. Pictures
Where do Babies Come From?
Weber Shandwick

Warner Bros only had four weeks to ensure that its first 3D computer-animated movie in China, “Storks”, hit No. 1 at the Box Office. Inspired by the movie storyline, we asked ourselves: “What would happen if we asked kids where they think babies come from?”. The resulting campaign combined creative content with influencer power to help the flick reach the top spot.

Nestlé Oceania
ALLEN'S Lolly Bar
IMPACT Communications Australia

To connect with the next generation of lolly-lovers – millennials, ALLEN’S opened a pop-up Lolly Bar, allowing Sydney-siders to pick and mix classics, create bespoke lolly jars, try never-before-seen limited editions and reminisce over some classic favourites.
PR support was required to create buzz around the launch of the first-ever ALLEN’S Lolly Bar in the lead up to Christmas.

University of Sydney
AINST Launch

The University of Sydney’s Australian Institute for Nanoscale Science and Technology was launched on a global stage, positioned to tackle society’s biggest challenges, reinventing the Uni as dynamic and raising our science and engineering profile against our main competitor. Specialist audiences were captured and outreach extended into new areas, with #SydneyNano trending and ongoing PR into 2017.

28. Relaunch

DuPont
DuPont Crop Protection Brand Consulting
Instinctif Partners Public Relations

DuPont Crop Protection (DCP) is a key business unit of DuPont. We provided strategic brand consulting and communication services for DCP in China in 2016. To enhance brand awareness, we carried on programs such as brand materials design, Branding & IP Protection Press Conference, in-depth media interviews, DCP’s two WeChat platforms promotion and CSR Press Conference & PS Day training activities.

Mattel Japan
JAPAN GETS WILD 4 UNO (AGAIN)
Weber Shandwick Japan

In an entertainment landscape dominated by video and live content, how do you re-launch a 45-year-old card game without new features or major changes? We took the central conceit of ‘Rashomon’ -perhaps the most famous Japanese movie of all time- and turned it into a social media phenomenon to create one of the most talked about launches in Japan while on a very limited budget.

PSB Academy
The Future Academy

For over 50 years, productivity has been at the heart of PSB Academy. Since 2016, we have strived to deliver on a unique a brand of education that is productive, nimble and rigorous, to prepare 11,000 students each year for the future economy. On that premise, we re-branded ourselves as “The Future Academy”, with signature programmes that focus on what really matters: performance in the real world

29. Corporate Responsibility

Tesco Lotus
The rough carpet
Mindshare Thailand

A small-budget CSR campaign for Tesco Lotus, a supermarket chain in Thailand. The familiar icon of the privileged and the influential “red carpet” was recreated with real soil and stones and turned into “rough carpet” that successfully increase 500% shoes donation for millions of underprivileged children in remote rural areas in Thailand with earned media value ten times original budget.

Ford Motor
Ford Design Challenge Recycling Never Looked This Good
Burson-Marsteller

With the Ford Design Challenge 2016, Ford increased awareness about sustainable materials in its cars. We did this by demonstrating how recycled material could be used to create fashion outfits, and therefore high-quality car interiors. We generated 200+ news stories & more than 20MM social media impressions; media & influencers all agreed – recycling never looked this good.

Procter & Gamble Home Products Indonesia
Children's Safe Drinking Water - Project West Kalimantan

P&G Children’s Safe Drinking Water (CSDW) is a signature global program within P&G’s philanthropic health and hygiene efforts. Founded in 2004, the program has provided 11 Billion liter of clean water in more than 75 countries and helped to raise awareness of the clean water crisis through a diverse network of 150 partners.

30. Event & Experiential Marketing

Sarawak Tourism Board
Rainforest World Music Festival

The success of Rainforest World Music Festival lies in its unique ambience, unusual presentation and the festival’s dedicated team. Being staged at the Sarawak Cultural Village, Sarawak’s living museum with a natural backdrop, musical workshops are held in the afternoon and a prelude to the stage presentation at night by performers representing different cultures worldwide plus diverse workforce.

Tesco Lotus
The rough carpet
Mindshare Thailand

A small-budget CSR campaign for Tesco Lotus, a supermarket chain in Thailand. The familiar icon of the privileged and the influential “red carpet” was recreated with real soil and stones and turned into “rough carpet” that successfully increase 500% shoes donation for millions of underprivileged children in remote rural areas in Thailand with earned media value ten times original budget.

Unilever Singapore
Magnum Mansion - Release the Beast, Dare to go Double
Jack Morton Worldwide

While Magnum has long been known for decadent indulgence, there was a need to develop the brand personality further into becoming the discerning Pleasure Seeker. Inspired by the part of our personalities which seeks to make every indulgence count, Magnum would launch the Magnum Double collection in May 2016 that sought to inspire and dare Pleasure Seekers with a liberal taste of a bolder attitude.

31. Public Affairs

Asian Development Bank
Fifty Years of Improving Lives for a Better Future in Asia & the Pacific

ADB@50 CAMPAIGN: The Largest Outreach in ADB’s History
A successful international campaign has been executed through innovative communications, best practices and excellent teamwork. It has substantially increased ADB’s brand awareness & international reach, strengthened partnerships, and fostered staff pride thereby exceeding its goals.

Energy Efficiency Services
EESL- #ILEDTHEWAY
Edelman

Our objective was to support EESL and the Ministry of Power in reaching its goal to distribute 770 million LED bulbs through the DELP program. ILEDTHEWAY campaign helped catalyse the distribution of LEDs from 10 million over a year and a half to just under 10 million bulbs in less than a month. By April 26th 2016, 100 million LED’s were successfully distributed.

Intuit India
Building Bridges in India

Intuit India transcended boundaries and set new standards for corporate social responsibility. We brought together 30 other companies from Bangalore’s EcoSpace and PriTech Technology Parks to solve a mutual problem – employee and public safety. Working with local government and civic authorities, our efforts resulted in the construction of a Skywalk and the launch of the social movement #fORRward.

32. Issues & Reputation Management

Hong Kong Tourism Board
Hong Kong Cyclothon 2016

The Hong Kong Tourism Board transformed the reputation of the Hong Kong Cyclothon in 2016 after the inaugural event in 2015 drew criticism over problems caused by road closures and unsatisfactory event management. A comprehensive communications campaign resulted in a very successful 2016 event for tens of thousands of participants with almost no complaints and highly positive media coverage.

GrabCar
Grabcar
Strategic Public Relations Group

In December 2015, a group of taxi drivers filed a lawsuit against Land & Public Transport Commission (SPAD) to force the authorities to ban GrabCar. The acrimony resulted in a few violent altercations involving irate taxi drivers and GrabCar drivers. Eventually the Land Public Transport Commission (SPAD) outlined its plans to improve the taxi industry in Malaysia.

InterOil
Transforming the 'Most Hated Company on the NYSE' into an ExxonMobil Acquisition Target
Credit Suisse (Australia), Joele Frank, Wilkinson Brimmer Katcher, Quay Advisers

In 2013, InterOil, an oil and gas explorer in the remote island of Papua New Guinea had a volatile reputation as ‘the most hated energy company on the NYSE’. By 2016, InterOil was the best performing E&P stock globally and in February 2017, was successfully acquired by the world’s largest energy company; ExxonMobil for more than US$2.5bn. This is the story of how a successful IR campaign can truly change perception.

33. (Integrated) Annual Report & CSR Report

Transpower New Zealand
Annual Review

Previously we allocated our annual report budget to designing a print document including long-form business commentary and financial results. Recognising the evolution of reporting approaches and focus on sustainability, this year we separated these elements and created an online only integrated annual review – structured around six strategic priorities we recently established for our business.

Singtel
Transforming with You

The info-communications industry in which we operate is fast evolving given the speed at which technology and media are converging. Our 2016 annual report throws the spotlight on our efforts to respond to these changes by transforming ourselves from a traditional telecoms company to a communications company that speaks to the needs of both our retail and business customers.

The Akshaya Patra Foundation
The Passioneers – Bound by purpose, driven by passion

The annual report is a tribute to all the people who work tirelessly behind the scenes. Reaching out to more than 1.6 million children across India is made possible with the commitment to serve wholesome nutritious meals to children thus ending classroom hunger.

34. External Publication

Airbnb Korea
Active Senior’s Life Hosting

Airbnb Korea launched a campaign Airbnb Active Senior’s Life Hosting, strategically using storytelling of senior hosts who are energetically living the second life by sharing spare rooms. Airbnb Korea published a storybook about 12 active senior hosts and distributed it on-and-offline. Airbnb was positioned as a positive contributor to the society, as well as an alternative plan after retirement.

Arcadis
Sustainable Cities Index
FleishmanHillard

With Arcadis’ second Sustainable Cities Index, the company needed to again make its B2B expertise relevant to diverse stakeholders, including the public. The report and campaign were designed to provide digestible insights in layman terms and start conversations with prospects, governments and partners, showcasing Arcadis’ expertise with a fresh analysis of 100 cities, expanded from 50 in 2015.

International Container Terminal Services
ICTSI Factbook (2016)

Port developer International Container Terminal Services, Inc. marked 25 years in 2013 with a 3-piece Silver Brochure Series: Profile, Factbook, and Silver Horizon. It became a key piece in ICTSI’s international port bids. In 2016, a 1-volume Factbook was released: with corporate and operations data in a leaner, cheaper-to-print/send book that better reflects ICTSI’s port sector leadership.

35. Film & Video

DBS Bank (Taiwan)
Sparks mini series - Live More Bank Less

At DBS Taiwan, we believe the impact we create goes beyond banking because what we do touches real people, real business and real lives. Followed by the branding theme of 2015 “Igniting Possibilities, Sparking Joy”, in 2016, instead of traditional TVC, we have launched “Sparks mini-series” which are inspired by true client stories to showcase how we help client to “Live More, Bank Less”.

GLOBE TELECOM
GLOBE CORP | DISASTER PREPAREDNESS CAMPAIGN
PUBLICIS JIMENEZBASIC

A social awareness campaign by Globe Telecom to advocate disaster preparedness and environmental sustainability.

Globe collaborated with filmmakers to create films with messages on how communities live in disaster zones, and how digital behavior helps and harms the situation.

These videos were quickly picked up and lauded by viewers and the industry – as a bold leadership move in ICT advocacy.

New World Construction
New World Construction - Stakeholders Communications
Instinctif Partners (Hong Kong)

Instinctif Partners produced an engagement video to reflect the essence of its new branding, “We are all Artisans!” and communicate its philosophy to its stakeholders, including staff and business partners.
Through perception audit with staff from different departments of the company, we created resonance through the video that showcases artisanal qualities from the viewers’ every day’s work.

36. Blog

ICRISAT
International Year of Pulses: 2016 V-blog

The UN General Assembly declared 2016 as the International Year of Pulses with the aim to heighten public awareness of the nutritional benefits of pulses as a part of sustainable food production aimed towards food security and nutrition. ICRISAT’s research involves two pulse crops, chickpea and pigeonpea, critical for both farmers and consumers in the dryland tropics of Asia and sub-Saharan Africa

JLL India
Real Estate Compass

The Real Estate Compass is JLL India’s official blog site featuring expert opinions, trend spotting and insightful perspectives about India’s highly evolving and dynamic Realty sector. In demand by industry aficionados, clients and the media world, the blog contains curated snippets of information crafted by JLL thought leadership and JLL India leadership.

37. Microsite

Prudential
Relationship Index
Ruder Finn Asia

Innovative research was central to Prudential’s 2016 brand campaign. A new 5,000 person, ten-country Relationship Index identified the highs and lows of personal relationships in Asia. Ruder Finn placed vibrant local microsites at the heart of all Index marketing campaigns. Result? Millions engaged, business KPIs exceeded and Prudential firmly established as relationship thought-leader.

Sophos
Spot The Phish
Magnum & Co

Spot The Phish was an engaging, highly shareable digital campaign, designed to raise awareness of the prevalence and sophistication of Phishing attacks, and provide education on how to spot one. The project generated 15.5 million impressions, close to 7,183 entries and a significant pipeline across 6 countries.

Westpac New Zealand
Westpac Sustainability 2016

Westpac has a long history of corporate responsibility programmes as our vision is to help our customers, communities and people prosper and grow. To reduce paper and increase reach we created our first interactive and fully digital sustainability review. The microsite transparently shows our progress in a way designed to engage our stakeholders and enable them to engage with us.

38. Social Media

Resorts World Manila
#BrighterTomorrow

In the midst of political noise after the highly-divisive 2016 Philippine national elections, Resorts World Manila wanted to create awareness for its next theater production, the musical, Annie. The solution: a video that turned a song from the musical into a message of hope for a country on the eve of a historic change—and helped make Annie the most successful production for the company to date.

eBay India
Things Don't Judge

‘Things Don’t Judge’ – Three words that encapsulate 10 crore products on eBay India
The insight originated from the fact that eBay houses more products than any eCommerce portal could ever think of and each of these had a utility for one person or other. The marketing communication had to cover the brand’s range while subtly hinting there is nothing wrong in buying whatever you would want.

PricewaterhouseCoopers Zhong Tian
A PwC Experience with Emoji

To better communicate PwC experience in the digital age, PwC China Marketing and Communications team tailored a set of WeChat Emoji demonstrating corporate values which have been widely applied in staffs’ daily communication with colleagues and clients. This initiative has been recognized as an incredibly creative exploration for a professional service firm to connect and stay with people.

39. HR Communications

Bayer (China)
Bayer Super Intern

Super Intern is an employer branding campaign based on social media promotion, viral video sharing and creative field trip to find the best interns for Bayer Senior Executives. This Three-Phase campaign received more than 500,000 views all together. It differentiates Bayer from other competitors as a very young and innovative employer. It explored a very unique model of social media campaign

Langham Hospitality Group
Aligning The New Vision, Mission, Values and Objectives (VMOV)

A company-wide vision that is not shared with the colleagues has neither relevance nor purpose. When Langham Hospitality Group rolled out its new set of values, the communications team kickstarted an internal campaign to reach and align 8000 employees globally through a series of visual collateral and a well-received 7-minute video highlighting the companv’s vision, values, objectives and growth.

Tech Mahindra
Brand TMBS

TechMBS had to meet a higher hiring target and the usual approach was to offer higher pay to the candidates. TechMBS decided to disrupt the market through a different approach – they created a compelling new brand story and campaign that attracted the prospects and helped the organization meet its targets

40. HR Innovation of the Year

TATA MOTORS
Promoting Gender Diversity in Auto Manufacturing & Service Sectors

Skilling school dropouts and unemployed youth including Women in Manufacturing while addressing automotive Skill Challenges.
Enhance global employability through Design and Implementation of course structure inline with Global Skill Qualifications framework and Occupational Standards.
Integrating Skill Development with Agile and future-ready workforce and contribute towards Skill India Mission

JLL India
Corporate Wellness Program - JLL Life

Numerous surveys & figurative rise in the claim ratios reflected how workplace stress & job anxiety were becoming predominant within JLL. To address the ever increasing quantum of work stress – we implemented a phased Health & Wellness Program – JLL Life. It constituted initiatives whose benefits would reach out to the larger audience as a focused strategy addressing employee health and wellness.

Tech Mahindra
YouFirst

TechMBS, a strategic managed outsourcing partner for our clients, was facing low engagement levels. The People teams worked cross functionally to improve employee engagement.
The teams came up with a unique employee engagement brand (a bouquet of conveniences & benefits for employees), launching & communicating it widely across internal & social media which led to increased employee engagement.

41. Multi-Market Communications

Mastercard
The Mastercard Safety & Security Campaign – Take Control. Live Freely.
Weber Shandwick

Today’s digital age has opened up a world of possibilities for both consumers and hackers. Despite advances in security, news on security breaches and fraud continue to cause concern for consumers. As a result of Mastercard and Weber Shandwick’s multi-faceted campaign in 9 markets, we positively impacted media perceptions and secured close to 700,000 views on Mastercard’s Asia Pacific Newsroom.

IOT Group
Text100 gets Roam-e airborne with soaring sales
Text100

Text100 developed the full go-to-market integrated strategy for first-of-its-kind flying selfie gadget, “ROAM-e” and managed everything from the brand development/positioning, content, email, social, paid, influencer and PR targeting local and global audiences. The campaign lets to over 250K indicative orders of the product with extensive exposure for the brand in 15 countries globally.

42. Southeast Asia

SMRT
SMRTConnect Mobile Application

SMRT is Singapore’s first multi-modal land transport company. With more than 3 million passenger journeys in our network daily, we want to create a positive travel experience for commuters. We created a multi-modal journey planner mobile application to meet our commuters’ travelling needs by providing real-time travel information and updates for better way finding.

JLL
Putting JLL on the ASEAN agenda

JLL is a strategic partner of the World Economic Forum. As part of this relationship, we have been sending delegates for the past three years to the Forum in Southeast Asia. The 2016 event in Kuala Lumpur was the perfect time to step up our efforts to maximize JLL’s visibility and create tangible business results. We achieved this by delivering a high-impact, multi-market, integrated campaign.

Samsung Southeast Asia & Oceania
Samsung Love & Care (Cambodia 2016)
Solidus Marketing

Samsung Electronics’ Southeast Asia and Oceania offices participated in ‘Samsung Love and Care’, the company’s annual regional employee volunteer programme. Kicking off on 24 October 2016, a total of 60 volunteers reached out to more than 2,000 children in the local Cambodia community over the course of three days. Two schools located in the suburbs of Phnom Penh were selected for the action.

43. Australia and Zelandia

IOT Group
Text100 gets Roam-e airborne with soaring sales
Text100

Text100 developed the full go-to-market integrated strategy for first-of-its-kind flying selfie gadget, “ROAM-e” and managed everything from the brand development/positioning, content, email, social, paid, influencer and PR targeting local and global audiences. The campaign lets to over 250K indicative orders of the product with extensive exposure for the brand in 15 countries globally.

Comvita Australia
Promoting Olive Leaf Extract for Heart Health
Palin Communications

Palin Communications and Comvita Australia worked together to increase consumer awareness of the cardiovascular benefits of Olive Leaf Extract (OLE). The team implemented an integrated communications plan that achieved high level media coverage, educated and engaged relevant healthcare professionals and ultimately drove increased sales for Comvita.

University of Sydney
AINST Launch

The University of Sydney’s Australian Institute for Nanoscale Science and Technology was launched on a global stage, positioned to tackle society’s biggest challenges, reinventing the Uni as dynamic and raising our science and engineering profile against our main competitor. Specialist audiences were captured and outreach extended into new areas, with #SydneyNano trending and ongoing PR into 2017.

Contact

Any questions? Please contact us:
Anna Augsburger
Team Lead Awards Management
+49 (0)30 8485 90