MindShare scooped up seven of the 44 awards on offer at this year’s Asian Marketing Effectiveness Awards to edge out Ogilvy as this year’s leading award winner. Group Marketing Director for Coca-Cola, Darren Marshall, led a panel of 11 judges who deliberated over several hundred entries submitted from 15 countries.
“These Awards are particularly important because they recognise not only creative work, but work that delivers great results to advertiser,” he said.
MindShare collected a Silver for Pepsi India’s ‘Oye Bubbly’ campaign for Best Integrated Marketing Campaign; a commendation for Pepsi India Mountain Dew’s ‘Night of Dares’ for Most Effective Use of Sponsorship; Silver for Sunsilk Malaysia’s ‘Impian Illyana’ for Most Effective Use of Branded Content; Bronze for Unilever Malaysia for Rexona’s ‘No Sweat Challenge’ for Most Effective Use of Branded Content; and a bronze for Pepsi India’s ‘Spy Decoder Cards’ for Most Effective Use of Sales Promotion.
Leo Burnett bagged a Bronze for Most Effective Use of Public Relations for a campaign for the Prerana anti-trafficking cell. Prerana is an NGO, which is trying to put a curb on the growing number of girls between the ages of 14 and 18 years entering the commercial sex industry. After it was found that girls in this age group form close to 50 per cent of the commercial sex workers in Mumbai alone, Prerana launched the ‘Shattering the Lure of the City ’campaign. The campaign targeted the official authorities and also parents to make them aware of the perils their daughters faced when lured to the city with job promises. Television and outdoor were used extensively. The campaign was followed by a meeting of 30 NGOs to discuss the matter and made an impact on the government officials, resulting in immediate closure of the dance bars in the city.
Maxus got a commendation for the Best Small Budget Marketing campaign for its work on Dr Fixit. Dr Fixit, a brand of Pidilite Industries, provides waterproofing solutions. It targeted Indian homes run predominantly by males, using cricket as its basic medium. Every time a fielder dropped a catch, a message popped up on the screen saying, ‘Leaky hands? Dr Fixit Waterproofing Solutions’. Another message read,‘Waterproofing Solutions. Unfortunately Not for Pitches’, whenever the game was interrupted by rain.
MindShare’s digital and online division, MindShare Interaction India, also bagged a commendation for Castrol Activ 4T under the category, Most Effective Use of Interactive Marketing – New Media. The campaign, called ‘Bikes Ki Nayi Bhasha’, targeted males in the age group of 18-35 years and used mobile phones and the online medium to put its message across.
The Asian Marketing Effectiveness Awards were instituted in 2003. These are the only regional awards to recognise marketing campaigns in terms of effectiveness for overall improved business performance. The Awards identify the apparent result achieved at the end of a campaign when a company differentiates its product or service as a brand.
There are 18 categories spanning various marketing disciplines and covering the aspects of advertising, direct marketing, product design, strategic thinking, brand content, sales promotion and event marketing.