Meanwhile, a TVC from Cathay Pacific's 'People and Service' campaign has climbed from 18th to fifth place since the December chart. The campaign was part of a global corporate branding push which represented a new approach for Cathay.
Developed by McCann Erickson Hong Kong, the campaign consisted of six TV spots and was supported by print. Carol Lam, McCann executive creative director for Greater China, said that the TV roll-out focused on what people really remember about their airline experience and on the little things that Cathay does to make sure that passengers have an enjoyable and comfortable journey.
"We decided there was no need to make dramatic promises, but just to use a little bit of humour to tell the truth that, in the end, little things make a big difference," said Lam. "It has a human touch and takes the perspective of the consumer."
McDonald's Prosperity burger TVC, dropping from second place to sixth place, nonetheless scored a high recall rate. The campaign used the New Year theme to promote two Asian-flavoured products. The campaign was also run in China, Taiwan, Malaysia, Thailand, the Philippines, Singapore, Malaysia, Korea and Indonesia.
Newcomers to the chart include Mead Johnson in eight place and HSBC in 19th place.