The prize was as much a recognition of the magnitude of the task — which aimed to stimulate the local economy and inspire community participation, pride and confidence — as much as for the way it was carried out, explained the chairman of the judges, RV Moorthy, Carat's regional director, strategic resources. "It wasn't just media usage, it was an event," he said.
Carat Thailand, the winning office behind the campaign, used local influencers and opinion leaders to get the local community to bond around the event, which celebrated cultural influences from Thailand, Malaysia and China.
More than 200,000 visitors attended the event, which garnered nationwide media coverage and inspired other provinces to stage their own versions.
