The campaign, which spoofed world leaders, was developed to promote the relaunched online portal for the SAR’s leading English-language daily. It also took Gold in the Viral Marketing category.
Two other Golds were handed out during the evening, with OgilvyOne Beijing taking top honours in the Interactive Campaign category for a campaign for IBM, while McCann Worldgroup Hong Kong picked up Gold in Best Field Marketing category for Coca-Cola.
OgilvyOne Hong Kong topped the awards tally with 42 points, while OgilvyOne Beijing and McCann Worldgroup finished second and third with 40 and 37 points respectively. E-Crusade Marketing and Grey Hong Kong rounded out the top five with 20 and 12 points, respectively.
Sean Rach, chairman of the Hong Kong 4As interactive and digital committee said: “Digtial in Hong Kong and China is coming of age. Two years ago we had a show with no Best of Show and no Golds. Last year the quality of work improved and that’s why we decided to bring in an international jury, and we really believe that the work winning Gold this year will go on to perform well at international shows.”
Rach noted that this year saw an record number of more than 200 entries.
