The integrated campaign, which includes print, display and a microsite, is aimed at promoting the upcoming event, which takes place from 8 to 9 May in Shanghai.
The site invites users to upload their own ads to an interactive newscaster template video (featured) and share it via Facebook or Twitter. The newscaster, an odd deadpan chap in a wig, extols the virtues of the ad featured and how it's utterly amazed him. Having achieved the 'exposure' so often chased by ad campaigns, the site then invites users to submit their ads to FAME and 'Make a real case'.
"Our starting point was that a beautiful campaign is an incomplete job if it does not ultimately solve the client’s challenges," said Brandie Tan, executive creative director, Lowe Malaysia, on the idea behind the campaign. "After all, an effective campaign creates genuine impact at all levels; and not just with 'likes'. The FAME awards recognise and reward this."
The Festival of Asian Marketing Effectiveness is currently accepting entries into 28 categories. Anyone wishing to enter can do so at www.ame.asia, where further information on attending the Festival can also be found. A packed two-day programme of content and exhibitions is planned for this year’s Festival which will conclude with the much anticipated Awards Ceremony, where the winners of the 2013 Festival will be revealed.
The Festival of Asian Marketing Effectiveness is a joint venture of Lions Festivals and Haymarket Media, the publisher of Campaign Asia-Pacific.
