The entry, titled ‘Modernising Singapore’s Oldest Insurance Brand’ impressed the judges for the “very real and authentic” way NTUC Income modernised its brand while emphasising its roots in the market.
The long-term project delivered improved brand metrics and revenues for the client.
A $2,000 prize was also awarded for the best example of low-budget strategy. This was won by ‘50 Must-Do Things in Asia’, a branded travel guide created by JWT Bangkok for Tiger Beer in order to target tourist drinkers.
Judges praised the idea for being a “gutsy and different” approach to a hard-to-reach audience.
The final round of voting was conducted by secret ballot, with the NTUC Income and Tiger Beer entries emerging as clear favourites, Warc said.
David Tiltman, International editor of Warc, said, “The judges were looking for cases that showed fresh thinking in answer to real business problems—and there were plenty of these in the final round. Together, the entries form a hugely impressive body of work.”
$5,000 Main Prize
WINNER:
Modernising Singapore’s Oldest Insurance Brand, BBH Asia Pacific / NTUC Income / Singapore
RUNNER-UP:
Shave Sutra – Or, How To Turn A Mundane Solitary Chore Into A Pleasurable Duet
BBDO India / Procter & Gamble / India
HIGHLY COMMENDED:
Be Idiot Safe with CEAT Tyres, Ogilvy & Mather Mumbai / CEAT Gripp / India
Flavors of Life, BBDO China / Wrigley's Extra / China
Getting India to love chocolates, Cadbury Dairy Milk’s growth story of 2004-2011, Ogilvy & Mather Mumbai / Cadbury / India
Launching the Lynx effect in China, BBH China, Razorfish Shanghai, PHD China / Unilever / China
Mothers Against Secret Sugars, OMD Malaysia, BBDO Singapore / Anmum Essential / Malaysia
Polident Kilauan Emas: Breaking A Psychological Barrier and Improving Lives of Denture Wearers, Grey Group Singapore / GlaxoSmithKline / Malaysia and Singapore
Tiger Beer '50 Must Do Things In Asia', JWT Bangkok / Tiger Beer / Thailand
Whisper Gives You Wings, Leo Burnett Mumbai / Procter & Gamble / India
$2,000 Low-Budget Prize
WINNER:
Tiger Beer '50 Must Do Things In Asia', JWT Bangkok / Tiger Beer / Thailand
RUNNER UP:
Chok! Chok! Chok!, McCann Worldgroup Hong Kong, UM / Coca-Cola / Hong Kong
HIGHLY COMMENDED:
I Hate Slow, McCann Worldgroup / Smartfren Telecom / Indonesia
I Quit: From Anti-Smoking To Pro-Quitting, Ogilvy & Mather Singapore / Health Promotion Board / Singapore
'Jaani Na' (I Don't Know), BBH Communications India / Nihar Naturals / India
Love Karaoke, DDB Group Singapore / Action for Aids / Singapore
Messages Interrupt, Utility Delights, Advocacy WOM / Dettol / China
Polident Kilauan Emas: Breaking A Psychological Barrier and Improving Lives of Denture Wearers, Grey Group Singapore / GlaxoSmithKline / Malaysia and Singapore
