So, how badly have the past 12 months bruised creativity and has this left a gaping void in Asian advertising? If we look at the work entered into this year’s Spikes, there’s no doubt that digital has been a catalyst for change in the way brands are marketed - and that TV, print and radio will continue to suffer as it becomes increasingly hard to be innovative in these media, especially when you compare each to the digital or any of the other emerging media channels. But the print, outdoor and TV winners also proved that the best work is still about good content. Campaigns like Dentsu’s Uniqlo human vending machine and Ogilvy Bangkok’s Thai Life Insurance TV campaign offered consumers information and entertainment. Some of the most interesting work was in the integrated category. This was where Asia’s most exciting marketing innovations were demonstrated, showing just how far agencies have evolved in this significantly different environment since the Spikes in early 2008.
Unsurprisingly, in the age of consumer engagement and brand conversation, the work that encouraged the greatest level of participation stood to win big in this category.
And no recent ad or promotional effort accomplished that mission with greater impact than The Times of India’s ‘Teach India’ campaign. It was among the most powerful entries, an amazing idea that is still continuing to grow, and was recognised as a Grand Prix winner in the integrated and direct/sales promotion categories. Jury presidents described it as category-defying, breaking the mould, and unlike the scale of anything else they’d seen. The campaign won because it was a phenomenal support system for India. It became involved in a social purpose and brought value to customers by allowing them to support a cause they believed in. It proved that marrying profits and purpose can be a powerful strategy during these harsh times.
There were other ideas in this year’s awards that set out to bring change and invite consumers to participate in the brand - proving that the shift to ‘value’ work is already happening here. All the big winners not only inspired others to try something new, bend the rules, and challenge conventional thinking, but they also showed commercial intent. Perhaps this recession has been the taste of reality Asian creativity needed.
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This article was originally published in 24 September 2009 issue of Media.