The beverage giant won the award for its ‘Burning 1 calorie is unbelievably easy’ campaign, which also won a gold in the best insights/strategic thinking category.
Created by Ogilvy & Mather, the drive used the Coke Light ‘Calorie buster coach’ to educate consumers on the ease of burning the one calorie found in Coke Light in 24 seconds.
Created by Ogilvy & Mather, the drive used the Coke Light ‘Calorie buster coach’ to educate consumers on the ease of burning the one calorie found in Coke Light in 24 seconds.
The awards also yielded seven other golds in 17 categories: Fonterra/BBDO (best marketing campaign for regional brand development); Unilever JV/Lowe Vietnam (best integrated marketing campaign); DiGi Telecommunications/Naga DDB (most effective use of advertising); Procter & Gamble/Leo Burnett Vietnam (best innovative media campaign); Motorola/ Ogilvy & Mather China (most effective use of interactive marketing — new media); Procter & Gamble/Arc Worldwide Thailand (most effective use of public relations); and Jollibee Foods Corporation/Universal McCann Philippines (most effective use of sponsorship).
In addition, 17 silvers and 22 bronzes were given out.
The gala event saw a record 549 submissions, an increase of 23 per cent from last year.
