The GP campaign, created by WE Marketing Group, depicts a fist made up of GP batteries breaking through a poster with tagline ‘Power, infinite power’. It also took home the award for Best Poster.
The UPS effort, meanwhile, scooped the Best Poster Campaign award.
“Batteries are low involvement products, but we have created top-of-mind awareness and nailed local insight and relevancy. The ad created a strong symbolic impression, as a fist equals power,” said WE Marketing Group managing director Kenny Wong.
“The judges appreciated our simplicity and the fact that it had a strong relevancy to the media. Successful outdoor advertising needs to move targeted customers, so we believe experiental marketing is the key trend in future communication in China.”
Thirty-six winners from 10 categories were unveiled at the Awards. Asahi beer won the Best Branding gold award, while the Best New Product Campaign gold award went to Nokia for its 5500 handset drive.
Jean-Charles Decaux, chairman of the board and co-CEO of JCDecaux Group, extended his congratulations to all the award winners at the event.
“It’s your effort that enhances the effectiveness of outdoor advertising by engaging with the audience through creative and interactive applications, that drive the evolution of outdoor advertising in China,” he said.
