Asian Marketing Effectiveness Festival 2012 Shortlist
| Campaign title | Agency name | Advertiser |
| A. Best integrated marketing campaign | ||
| Break Up | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Bring Happiness Home | DDB China Group / BBDO China | PepsiCo. China |
| Sustainability Drive | DDB Group Melbourne | Origin |
| The People's Car Project | Proximity China / Goodstein & Partners | Volkswagen Group China |
| Ariel Cheers for You Project | TBWA\Hakuhodo | P&G |
| Campaign title | Agency name | Advertiser |
| B. Most effective use of advertising | ||
| Flavors of life | BBDO | Wrigley's China |
| Persistent Headaches | BBDO Guerrero/Proximity Philippines | Bayer Philippines |
| Slow Mo | Clemenger BBDO / Clemenger Proximity Melbourne | Carlton and United Brewers |
| Honesty Experiments - How one unexpected word tripled credit card sales in 3 months | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Break Up | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| How Bupa migrated over 3.3 million members from three loved provincial brands, to a single, unknown global brand, without inviting churn | Clemenger BBDO / Proximity Melbourne | Bupa Australia |
| Walking On Air | DDB Auckland | NZ Lotteries |
| For People Who Bet on the Net | Leo Burnett Melbourne | Sportsbet |
| Cadbury Favourites - What to Bring when You're Told Not To Bring A Thing | GPYR Melbourne | Kraft Australia |
| Nike Bleed Blue | JWT Bangalore / AKQA / Wizcraft | Nike India |
| MNP – ‘No Idea, Get Idea!’ | Lowe Lintas and Partners | Idea Cellular |
| Chok! Chok! Chok! | McCann Worldgroup Hong Kong | Coca-Cola China |
| Drama, Suspense and a Dash of Cooking! | Naga DDB | MEASAT Broadcast Network Systems |
| Share a Coke | Ogilvy / Ikon / Naked / Wunderman / Urban | Coca-Cola South Pacific |
| The Photographs Case | Ogilvy & Mather | Star India |
| How we sold Cadbury Dairy Milk bars more than 4 times the Great Wall! | Ogilvy & Mather | Cadbury India |
| Vodafone Super Zoozoos - How Vodafone became the superhero of 3G technology in India | Ogilvy & Mather | Vodafone India |
| From Anti-Smoking to Pro-Quitting | Ogilvy & Mather Advertising Singapore | Health Promotion Board |
| Through Their Eyes | Ogilvy & Mather Hong Kong | Orbis |
| Taste the love | Ogilvy Shanghai | Lee Kum Kee |
| My Car Is Your Car | Whybin TBWA\ Tequila | Insurance Australia Group |
| Stealing Your Dreams | Whybin TBWA\ Tequila | RaboDirect |
| Campaign title | Agency name | Advertiser |
| C. Most effective use of direct marketing | ||
| The Journal | DraftFCB New Zealand | Ministry of Health |
| Chok! Chok! Chok! | McCann Worldgroup Hong Kong | Coca-Cola China |
| iFold | Ogilvy & Mather | Vodafone India |
| MILO Cans Next Games | Ogilvy & Mather Kuala Lumpur | Nestlé Products |
| Ariel Cheers for You. Project | TBWA Hakuhodo | P&G |
| My Car Is Your Car | Whybin TBWA\ Tequila | Insurance Australia Group |
| Campaign title | Agency name | Advertiser |
| D. Most effective use of interactive marketing | ||
| Break Up | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Why This Kolaveri Di | Jack in The Box Worldwide / Sony Music Digital Marketing Team | Sony Music Entertainment India |
| MILO Cans Next Games | Ogilvy & Mather Kuala Lumpur | Nestlé Products |
| Finding True North | Ogilvy Shanghai | VF Corporation |
| Campaign title | Agency name | Advertiser |
| E. Most innovative use of media | ||
| How Dettol cut through the tyranny of mass-media and the hype of branded content, and used real consumers to grow sales >80%? | Advocacy WOM | Reckitt Benckiser China |
| Break Up | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Musical Fitting Rooms | DDB Group Singapore | StarHub |
| Flip Your Profile | DDB Group Singapore | Cisco |
| Magnum Café | Lowe Asia Pacific | Unilever Indonesia |
| Saying No To Sleaze | Lowe Asia Pacific | Mercedes Benz Thailand |
| iFold | Ogilvy & Mather | Vodafone India |
| MILO Cans Next Games | Ogilvy & Mather Kuala Lumpur | Nestlé Products |
| Style World Pro | Ogilvy & Mather Vietnam | Unilever Vietnam |
| Curious Holiday Inn-cidents | Ogilvy Shanghai | Intercontinental Hotels Group |
| The Organ Story | The Leo Burnett Group Thailand | True Corporation |
| Campaign title | Agency name | Advertiser |
| G. Best marketing campaign for national brand development | ||
| Shave Sutra | BBDO India | P&G |
| Break Up | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Campaign title | Agency name | Advertiser |
| H. Best brand loyalty marketing campaign | ||
| Share a Coke | Ogilvy / Ikon / Naked / Wunderman / Urban | Coca-Cola South Pacific |
| Campaign title | Agency name | Advertiser |
| I. Best sustained success | ||
| Shave India Movement | BBDO India | P&G |
| Aviva Great Wall of Education | BBDO India | Aviva Life Insurance |
| American Candy the Aussie Way | Clemenger BBDO / Proximity Melbourne | Mars Chocolate Australia |
| How V went from great to extraordinary | Colenso BBDO | Frucor Beverages New Zealand |
| Socially Contagious | DDB Group Singapore | StarHub |
| Volkswagen's India Story | DDB Mudra Group | Volkswagen Group Sales India |
| The Value of Dirt | Lowe Asia Pacific | Unilever |
| How Madhya Pradesh became INCREDIBLE in Incredible India | Ogilvy & Mather | Madhya Pradesh State Tourism Development Corporation |
| Through Their Eyes | Ogilvy & Mather Hong Kong | Orbis |
| India's Coolest Airline | Wieden+Kennedy Delhi | IndiGo Airlines |
| Campaign title | Agency name | Advertiser |
| J. Most effective use of branded content | ||
| "Can You Serve?" Season Two - Making Service Matter | BBH Asia Pacific | Singapore Tourism Board |
| The New Touareg Launch "A Journey in comfort" | DDB China Group / DDB Guoan | Volkswagen Group Import Company |
| Can the denture wearer stand up and sing | Grey Group | GlaxoSmithKline |
| Surf: My Wife is Number 1 | Mindshare | Unilever |
| Knorr gets Malaysia to eat well, live well | Mindshare | Unilever |
| Gadis Semasa Sunsilk - Blurring the lines between drama and reality | Mindshare | Unilever |
| Share a Coke | Ogilvy / Ikon / Naked / Wunderman / Urban | Coca-Cola South Pacific |
| The Open Experiment | Ogilvy and Mather / Neo | IBM Corporation |
| Curious Holiday Inn-cidents | Ogilvy Shanghai | Intercontinental Hotels Group |
| The People's Car Project | Proximity China / Goodstein & Partners | Volkswagen Group China |
| M&M's® Celebrity Glitz | Starcom | Mars Chocolate China |
| Campaign title | Agency name | Advertiser |
| K. Most effective use of sponsorship and event marketing | ||
| Guinness Live! | BBDO/Proximity Singapore | Asia Pacific Breweries |
| S.O.X. All-Stars Drum & Dance™ | DraftFCB | Celcom Axiata Berhad |
| Can the denture wearer stand up and sing | Grey Group | GlaxoSmithKline |
| Shoot the Music | JWT Bangkok | Thai Asia Pacific Trading |
| Zoo Records Hidden Live – The World’s First Live Mobile Music Fest | Leo Burnett | Zoo Records |
| Slurpee BYO Cup Day | Leo Burnett Melbourne | 7-Eleven |
| Saying No To Sleaze | Lowe Asia Pacific | Mercedes-Benz Thailand |
| ‘Drive into the Big League’ – An idea and some space helps Vodafone generate a SME database worth $ 57.7 million in India | Ogilvy & Mather India | Vodafone India |
| Every child has the right to nutrition | Ogilvy & Mather Advertising Jakarta | Nestlé Indonesia |
| Project Swasthya Chetna (Quest for Health) | Ogilvy & Mather India | Hindustan Unilever |
| Dove Masterbrand – You are a beauty story | Ogilvy Shanghai | Unilever China |
| Finding True North | Ogilvy Shanghai | VF Corporation |
| Panyee FC | The Leo Burnett Group Thailand | TMB Bank |
| Campaign title | Agency name | Advertiser |
| L. Most effective use of product design and packaging | ||
| Shave Sutra | BBDO India | P&G |
| Campaign title | Agency name | Advertiser |
| M. Most effective use of public relations | ||
| Shave Sutra | BBDO India | P&G |
| Yulu: Words of a Journey | BBH China / Ogilvy & Mather Shanghai | Moet Hennessy Diageo |
| Break Up | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Open Book Project | DDB Group Melbourne | The Reach Foundation |
| The Power of Silence | DDB Mudra Group | Reliance Mediawoks |
| How Huggies earned a permanent place in Hong Kong family history | Ogilvy & Mather Advertising Hong Kong | Kimberly-Clark Hong Kong |
| The Open Experiment | Ogilvy and Mather / Neo | IBM Corporation |
| BAO knows it all | Ogilvy Beijing | International Business Machines (China) |
| “Flame Grilled” - Restoring the KFC Brand Promise | Ogilvy Public Relations | YUM Foods |
| Panyee FC | The Leo Burnett Group Thailand | TMB Bank |
| Campaign title | Agency name | Advertiser |
| N. Best small budget marketing campaign | ||
| Why This Kolaveri Di | Jack in The Box Worldwide / Sony Music Digital Marketing Team | Sony Music Entertainment India |
| Tiger 50 Must Do Things in Asia | JWT Bangkok | Thai Asia Pacific Trading |
| Slurpee BYO Cup Day | Leo Burnett Melbourne | 7-Eleven |
| Philippine Red Cross SOS to SMS | Lowe Philippines | Philippine Red Cross |
| iFold | Ogilvy & Mather India | Vodafone India |
| Through Their Eyes | Ogilvy & Mather Hong Kong | Orbis |
| BMW Switch | Publicis Singapore | BMW |
| Small budget works for the Big Mac | Tribal DDB Shanghai / DDB China Group | McDonald’s China |
| Campaign title | Agency name | Advertiser |
| O. Best insights / strategic thinking | ||
| Honesty Experiments - How one unexpected word tripled credit card sales in 3 months | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Break Up | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Denture Cleanser Unites the Generations | MediaCom Beijing | TSK&F |
| Campaign title | Agency name | Advertiser |
| P. Best ideas | ||
| Shave Sutra | BBDO India | P&G |
| Honesty Experiments - How one unexpected word tripled credit card sales in 3 months | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Break Up | Clemenger BBDO / Clemenger Proximity Melbourne | National Australia Bank |
| Mountain Dew Pinball Skatepark | Colenso BBDO | Frucor Beverages New Zealand |
| Campaign title | Agency name | Advertiser |
| Q. Most effective use of eco / green marketing | ||
| Innisfree Eco-Handkerchief Campaign | BBDO Korea | Innisfree |
| Sustainability Drive | DDB Group Melbourne | Origin |
| Chop Sticks, Not Chop Trees | DDB Shanghai / DDB China Group | China Environmental Protection Foundation |
| iFold | Ogilvy & Mather | Vodafone India |
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