Proximity and Goodstein and Partners shine at DMAs

The duo won three Golds for the automotive, and business-to-consumer sectors and the website category, while winning another three Silver awards in the online marketing, best integrated media and best use of social media categories. They also scooped the Platinum prize for best overal performance across the awards.

The project, carried out in China, was deemed a "work of excellence", as it was able to harness the power of crowd sourcing to inspire consumers to work with Volkswagen to create a dream car. Using a one-of-a-kind online dialogue platform and 3D interactive tools, the brand was able to realise and showcase contributor’s ideas which were shared, commented and voted upon, through social media. The exchange between brand and user resulted in the “Flubber Car” which was put back into the people’s hands through the use of technology such as augmented reality. The initiative and results created an open-innovation programme that would change the way cars can be designed, developed and marketed in China.

“From the beginning it captured the imagination and engaged consumers,” commented Alex Csergo, head of business for Proximity China on the campaign's success.  “It demonstrates our network's commitment to building a future in digital.”

On the client side, Christian Claussen, director of brand management and marketing said that after 30 years in China, Volkswagen understood its consumer base there and saw the potential in the campaign as soon as it was pitched. “Our designers are reviewing the ideas generated by the campaign and there are discussions to use the campaign in other markets,” said Claussen.

Coca-Cola was recognised as the Digital Brand of the Year thanks to its use of digital media to execute innovative ideas and marketing success. The most recognised Coca-Cola campaign of the evening was the Coca-Cola 2011 Summer "Chok" campaign by Universal McCann and McCann Worldgroup HK — it earned a gold, silver and two bronze awards last night.

“Working with a client like Coke really pushes you to try new things and extend your capabilities. Coke really takes that extra effort, goes that extra mile, to make achieving something like this campaign possible,” said Philip Tsang, group account director for McCann Worldgroup HK.

The night also revealed the significant headway that media agencies have made in the digital sector, particularly UM (one Gold, one Silver, and two Bronze) and Mindshare (two Bronze, one Silver).

Other winners included OMD Sydney’s "KY Yours and Mine" campaign for Johnson & Johnson, which won Gold in the best viral marketing category, while Starcom Worldwide and Nuffnang Malaysia won Silver in the technology and telecoms sector for its "Digi -evangelist community programme."

Maxus Communications Singapore won a Bronze in the search category for its Shangri-La Hotels & Resorts search campaign, and Carat China (together with Saatchi & Saatchi) won Gold in the Gaming sector.

Tribal DDB Singapore also earned two gold awards for its musical fitting rooms campaign for Starhub and Flip Your Phone for Cisco. The agency also took home three bronze awards rounding off a highly successful year.

“We've never had a year like this one and it's the result of responding to the client's appetite for more digital and experimental work,” commented Jeff Cheong, head and executive creative director for Tribal DDB Singapore.

The annual awards recognise breakthrough work which demonstrates outstanding creativity and effectiveness in digital marketing and communications in Asia-Pacific.