Axe Marketing Strategies in India and China by cxc16378

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									                                     2008 Promotion Marketing Awards of Asia
                                           - The PMAA Dragons of Asia



                      Media Release: Embargoed to 4 August 2008


Integration, Innovation and Brand Building Campaigns dominate the 2008
Promotion Marketing Awards of Asia.

China & India share the Gold PMAA Dragons.

The 2008 PMAA Dragon for the Best Promotion Marketing Campaign in Asia has been awarded
to iris Singapore for their “Top Shot” Campaign for Sony Ericsson Mobile Communications
International, a campaign that motivated the public across 9 Countries to pass on the product
benefits in a way that was truly engaging, involving and which more than addressed the sales
objectives.


This year PMAA was dominated by Campaigns right across Asia that focused on the use of
multiple disciplines, innovation in communication and the enhancing of brand image and equity.


Of the total PMAA Gold Dragons, awarded from Entries from 13 Countries, China emerged as an
equal Winner with India in the largest PMAA Programme ever.


“The Judging Panel reported that is was apparent this year Promotion Marketing techniques and
disciplines are now being used by Marketers much more evenly throughout the Region than in the
past and many of the strategies and executions were truly World Class. Marketers are clearly
challenging strategies in order for their brands to stand out from the ever increasing market
clutter. It was also very pleasing to see the increase in campaigns for local Asian brands” said Mike
Da Silva, PMAA Director and President for the Marketing Agencies Association Worldwide,
organisers of the prestigious, MAA GLOBES now in its 22nd year.

51 Gold, Silver & Bronze Dragons have now moved on to represent Asia in the MAA GLOBES, to
be judged against the largest number of Winning Campaigns from Promotion Marketing Award
Programmes run in Argentina, Austria, Australia, Brazil, Canada, Ireland, Israel, Japan, Russia,
Switzerland, Turkey, UK and the USA. Winners will be announced at the Award Ceremony at the
Park Hyatt, Toronto, Canada during the Fall Conference of MAA Worldwide, on October 20th
2008.
                                     2008 Promotion Marketing Awards of Asia
                                           - The PMAA Dragons of Asia




This is the 9th year of the Promotion Marketing Awards of Asia, which in such a short period, has
dominated the long running MAA Worldwide GLOBES, which recognises the very Best of the Best
in Promotion Marketing in the World. Last year, PMAA Winners won 4 of the 16 GLOBES and
for two years running, PMAA Best in Asia from India and Korea have won the GLOBE for the Best
Campaign in the World.



For more information contact:


Mike Da Silva
Director. Promotion Marketing Awards of Asia.
Vice President, Marketing. MAA GLOBES. New York.
President. MAA Worldwide. New York. (www.maaw.org)


eMail: mdasilva@mdsa
phone: +61 2 9953 9633
                                       2008 Promotion Marketing Awards of Asia
                                             - The PMAA Dragons of Asia




1. Best Integrated Communications Campaign

Dragon               Agency                               Client                          Campaign

Gold     Ogilvy & Mather Pvt Ltd (India)   Hindustan Unilever Ltd             Lifebuoy Swasthya Chetna

                                           Asia Pacific Breweries Singapore
Silver   Bates 141 Singapore Pte Ltd                                          Heineken Project World
                                           Pte Ltd

                                           Sony Ericsson Mobile
Bronze   iris (Singapore)                                                     Top Shot
                                           Communications International AB




2. Best Sponsorship or Tie-In Campaign

Dragon               Agency                               Client                          Campaign

Gold     Cheil Worldwide (Korea)           Cheil Industries Inc               Bean Pole Man Goes to PIFF

                                                                              Royal Salute Polo Gold Cup
Silver   TEQUILA\ Shanghai (China)         Royal Salute
                                                                              Campaign

Bronze   Bates 141 Singapore Pte Ltd       Heineken International             Heineken Rugby World Cup




3. Best Use of Direct Marketing in a Promotion Campaign

Dragon               Agency                               Client                          Campaign

         TBWA-TEQUILA\ Manila
Gold                                       UNICEF                             UNICEF
         (Philippines)

Silver   Solutions Digitas (India)         Hewlett-Packard Singapore          Butterfly

                                                                              The Economist - Grasping the
Bronze   OgilvyAction Japan KK             The Economist
                                                                              Intricacies of Japan




4. Best Innovative Idea or Concept

Dragon               Agency                               Client                          Campaign

                                                                              KOOL BOOST: Revolutionise
Gold     OgilvyAction Japan KK             British American Tobacco Japan
                                                                              the Ritual

Silver   Momentum Indonesia                PT Unilever Indonesia TBK          J-Topia

                                           Overseas-Chinese Banking
Bronze   Y&R (Singapore)                                                      OCBC Curiosity
                                           Corporation Limited
                                        2008 Promotion Marketing Awards of Asia
                                              - The PMAA Dragons of Asia




5. Best Digital Communications Campaign

Dragon               Agency                               Client                            Campaign

Gold     Virtual Marketing (India) Pvt Ltd   Hindustan Unilever Limited          Axe Vice Deodorant

                                                                                 PEPSI NEX BAZAAR - Let's Go
Silver   J Walter Thompson Japan Ltd         Suntory Limited
                                                                                 Shopping Every Week!

Bronze   JWT Vietnam                         Mobile Solution Services            Handy.com.vn Launch




6. Best Brand-Building Campaign

Dragon               Agency                               Client                            Campaign

Gold     McCann Erickson Malaysia            Proton Malaysia                     Persona - Our Pride and Joy

                                                                                 Martell Noblige Charismatic
Silver   TEQUILA\ Shanghai (China)           Martell
                                                                                 Fashion Campaign

         JWT Activation Bangkok
Bronze                                       Unilever Thai Trading Limited       Knorr Energy Morning Dance
         (Thailand)




7. Best Business to Business Campaign

Dragon               Agency                               Client                            Campaign

Gold     OgilvyAction China                  Durex (China)                       Durex

                                                                                 The Economist - Grasping the
Silver   OgilvyAction Japan KK               The Economist
                                                                                 Intricacies of Japan

                                                                                 Virgin Atlantic 8th Birthday in
Bronze   Rapp Collins China                  Virgin Atlantic Airways
                                                                                 China Travel Agent Incentive




8. Best Trade Marketing or Account Specific Campaign

Dragon               Agency                               Client                            Campaign

                                             Asia Pacific Breweries Singapore
Gold     Bates 141 Singapore Pte Ltd                                             Heineken All Stars
                                             Pte Ltd

Silver   Solutions Digitas (India)           Microsoft Corporation (I) Pvt Ltd   My First Office

                                                                                 Virgin Atlantic 8th Birthday in
Silver   Rapp Collins China                  Virgin Atlantic Airways
                                                                                 China Travel Agent Incentive
                                        2008 Promotion Marketing Awards of Asia
                                              - The PMAA Dragons of Asia




9. Best Event or Experiential Marketing Campaign

Dragon               Agency                             Client                          Campaign

Gold     OgilvyAction Japan KK             Jetstar                            Jetstar Launch Activity

                                           Sony Ericsson Mobile
Silver   iris (Singapore)                                                     Experience Music Differently
                                           Communications International AB

         Kidstuff Promos & Events Pvt
Bronze                                     Intel                              Multiply Your Grooves
         Ltd (India)

Bronze   Bates Asia 141 (Philippines)      Southeast Asia Food Inc            Datu Puti Siglaruan




10. Best Activity Generating Brand Loyalty

Dragon               Agency                             Client                          Campaign

Gold     Nitro Shanghai (China)            Mars China                         Dove China

Silver   SurfGold Pte Ltd (Taiwan)         Hewlett-Packard Taiwan             HP Original Reward Taiwan

                                                                              PEPSI NEX BAZAAR - Let's Go
Bronze   J Walther Thompson Japan Ltd      Suntory Limited
                                                                              Shopping Every Week!




11. Best Effective Long Term Marketing Campaign

Dragon               Agency                             Client                          Campaign

Gold     Ogilvy & Mather Pvt Ltd (India)   Hindustan Unilever Ltd             Lifebuoy Swasthya Chetna

                                                                              Kolkata Police Friendship Cup
Silver   Mirchi Activation (India)         Mirchi Activation
                                                                              2007

Bronze   Nitro Shanghai (China)            Dove China                         Dove China




12. Best Dealer or Sales Force Activity

Dragon               Agency                             Client                          Campaign

         TBWA-ISC\TEQUILA-
Gold                                       Michelin Malaysia                  The Michelin Masters
         MYALO\Malaysia

                                           Asia Pacific Breweries Singapore
Silver   Bates 141 Singapore Pte Ltd                                          Heineken All Stars
                                           Pte Ltd

                                           Sony Ericsson Mobile
Bronze   Solutions Digitas (India)                                            Big League Program
                                           Communication India Pvt Ltd
                                        2008 Promotion Marketing Awards of Asia
                                              - The PMAA Dragons of Asia




13. Best Brand Awareness & Trial Campaign

Dragon               Agency                               Client                         Campaign

                                                                              Nokia 5310 Launch Campaign -
Gold     Euro RSCG 4D (China)               Nokia
                                                                              Shanghai

                                                                              KOOL BOOST: Revolutionise
Silver   OgilvyAction Japan KK              British American Tobacco Japan
                                                                              the Ritual

Bronze   JWT Vietnam                        Mobile Solution Services          Handy.com.vn Launch




14. Best Activity Generating Brand Volume

Dragon               Agency                               Client                         Campaign

                                            Sony Ericsson Mobile
Gold     iris (Singapore)                                                     Top Shot
                                            Communications International AB

                                            Overseas-Chinese Banking
Silver   Y&R (Singapore)                                                      Mighty Savers
                                            Corporation Limited

Bronze   JWT Vietnam                        Unilever Vietnam                  Knorr Tet 2008 - God of Luck

Bronze   River Orchid Group (Cambodia)      Unilever Cambodia Ltd             Sunsilk Carnival




15. Best Cause or Charity Marketing Campaign

Dragon               Agency                               Client                         Campaign

                                            Organ Procurement Organization
Gold     OgilvyAction China                                                   Organ Recycling Bin
                                            of China

Silver   McCann Erickson Malaysia           Proton Malaysia                   Proton Sneeze

                                            MCYS, National Council for
Bronze   Y&R (Singapore)                                                      Excuses
                                            Problem Gambling




16. Best Small Budget Campaign

Dragon               Agency                               Client                         Campaign

         Jagran Solutions (A Unit of JPL)
Gold                                        Red FM 93.5                       Raksha Bhandan
         (India)

Silver   Ogilvy & Mather Pvt Ltd (India)    Hindustan Unilever Ltd.           Lifebuoy Gurudwara Activation

Bronze   OgilvyAction China                 Durex (China)                     Durex

Bronze   River Orchid Group (Vietnam)       Thanh Bac Indochina Co Ltd        Levi’s Raffle Draw Event
                                         2008 Promotion Marketing Awards of Asia
                                               - The PMAA Dragons of Asia




Dragons by Country

Dragon                  Agency                            Client                           Campaign
Best in                                       Organ Procurement Organization
            OgilvyAction China                                                  Organ Recycling Bin
China                                         of China
Best in
            Ogilvy & Mather Pvt Ltd (India)   Hindustan Unilever Ltd            Lifebuoy Swasthya Chetna
India

Best in                                                                         KOOL BOOST: Revolutionise
            OgilvyAction Japan KK             British American Tobacco Japan
Japan                                                                           the Ritual

Best in
            McCann Erickson Malaysia          Proton Malaysia                   Persona - Our Pride and Joy
Malaysia

Best in                                       Sony Ericsson Mobile
            iris (Singapore)                                                    Top Shot
Singapore                                     Communications International AB

Best in
            JWT Vietnam                       Unilever Vietnam                  Knorr Tet 2008 - God of Luck
Vietnam




The Dragon of Asia

Dragon                  Agency                            Client                           Campaign

Best in                                       Sony Ericsson Mobile
            iris (Singapore)                                                    Top Shot
Asia                                          Communications International AB

								
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