The 116 participants had split into 11 teams on day one of the event, held at The Stones Legian in Bali.
The client brand, Tuborg, was represented by Priyadarshini Sharma, international brand director for premium brands at Carlsberg Group. The brief involved Tuborg’s launch into a new market in Asia-Pacific. The company's objective was to get consumers to think of Tuborg as a modern and fun brand while driving trial and frequency.
Day two saw Niall McKinney, CEO of The Knowledge Engineers, present a session on understanding the client's business challenges and identifying business problems (as opposed to just media opportunities) in order to build a strategic relationship with the client. Maxus' Neil Stewart delivered tips on presentation skills and winning delivery.
Tensions ran high on day three as all 11 teams prepared to make their pitches before the judges. Each had 20 minutes to sell their ideas in a presentation that had to involve at least five team members, followed by a 10-minute Q&A with the client.
Ideas included a party-finder application that would help users decide their weekend plans and Karaoke bars that would capture good times with Tuborg for uploading onto social networks.
The judges narrowed the field to three finalists, which made their final presentations to the entire conference on day four, after which the mentors voted to select the winner. The winning team’s idea, titled ‘Green Hour’, involved Tuborg-hosted events in different pubs for an hour every week for a year.
“There was a lot of enthusiasm, and the delegates really delved into the brief,” Sharma said. “There were some great ideas on digital, in line with Tuborg’s target group.”
Torie Henderson, president of global account management with Omnicom Media Group, who has chaired multiple prior MediaWorks events, said it was amazing what the delegates did in the time given. “Their passion and enthusiasm is truly infectious,” she said.