Bates pitched against J. Walter Thompson India and SinKid Singapore for the assignment to launch the spring/summer apparel with its 'Sweat Terminator' feature.
The three agencies submitted strategic recommendations and actual creative work for the campaign, which was then tested with focus groups in the Philippines, India and Singapore before the decision was made to appoint Bates.
Ajay Thrivikraman, creative director at Bates Malaysia, said: "The creative does not only manage to clearly communicate the key benefits but does so with the Dockers' attitude (urban stylishness). What gives the most satisfaction is, not only its being picked by the client, but also by the consumers themselves from these countries."
Bates' 'Test the sweat terminator' creative will run as print and out-of-home media in seven countries -- India, Pakistan, Singapore, Malaysia, Taiwan, China and the Philippines. "This win is a big achievement for us; being able to compete at a regional level. It is a good start in rebuilding the new Bates Asia Malaysia," said Shukri Rifaie, CEO of Bates Malaysia.
Dockers awards spring promo to Bates M'sia shop
Dockers Asia Pacific has tapped Bates Malaysia following a three-way regional creative shootout for a print and outdoor campaign to introduce apparel incorporating its new fast drying technology.