Nivea has won the gold award at the ActMedia Asia Creative Awards
2000 for a campaign for its new skin-firming complex body lotion,
created by TBWA Singapore and Beiersdorf AG Singapore.
Taking the silver award was Unilever Philippines' Close-Up Crystal
Toothpaste campaign, while Scott Ultra toilet tissue (Kimberly Clark
Singapore and Creative Vision) won the bronze.
"A brand evolves from the totality of what the consumer experiences,"
said Ogilvy & Mather regional management supervisor Andy Locke.
"A consumer's opportunity to experience (OTE) upon contact with the
brand is a new creative challenge."
The ActMedia Asia Creative Awards were designed to recognise campaigns
which successfully provided an interactive OTE communication environment
for consumers - for example, the Nivea campaign communicated the brand
benefit of "making your skin tight and healthy" with a moving cut-out of
a woman exercising, while Scott provided actual samples of its new
toilet tissue for consumers to see, touch and feel the key
attributes.
The winning campaigns and others will be exhibited at the ActMedia Asia
Creative Fair 2000 in Singapore on September 8.
Mr Locke and a number of other industry speakers will also present their
ideas about the role that OTE plays in the new FMCG marketing
environment.
