2009 ECHO Award - AMDIA

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SILVER LEVI STRAUSS’ 501 JEANS ARE THE WORLD’S MOST- WORN JEANS. However, among young Malaysians, 501 jeans are expensive and must compete with popular designer brands. In marketing 501s to 18- to 25-year-olds, Levi Strauss chose social networking and entertainment websites that attracted its target audience. It also used banners that allowed users to download a widget that delivered a daily “Live Unbuttoned” suggestion at 5:01 p.m. The campaign’s banner alone attracted 1.7 million unique views, nearly 200% more viewers than a 30-second TV ad would have attracted. Importantly, Levi’s 501 sales for 2008 increased more than 50% compared to 2007. CAMPAIGN NAME – 501 CONSUMER ADVERTISING MEDIUM – Web Advertising & Other AGENCY – OgilvyOne Worldwide Malaysia EXECUTIVE DIRECTOR – Selina Ang HEAD OF INTERACTIVE DESIGN – Faizal Reza DESIGNER – Teo Choong Ching DESIGNER – Mohd Nazri COPYWRITER – Celestine Lau BUSINESS DIRECTOR – M. Kanashan ACCOUNT DIRECTOR – Stanley Tay 60 ACCOUNT MANAGER – Alan Tan ACCOUNT EXECUTIVE – Irene Tin PROGRAMMER – Calvin Tan CLIENT – Levi Strauss (M) Sdn. Bhd. BRAND LEADER – Anitha Narayanan CAMPAIGN NAME – Programme: A Remarkable Experience CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – RMG Target ACCOUNT MANAGER – Lisa Ferguson ACCOUNT DIRECTOR – Mark Millard CREATIVE DIRECTOR – John Watson PRODUCT MANUFACTURING AND DISTRIBUTION DIAGEO IRELAND’S GUINNESS IS ONE OF THE WORLD’S FAVORITE STOUTS. But in 2008, its Guinness Relationship Marketing Programme faced the challenge of shifting focus to younger drinkers, who are less brand loyal, without risking its profi table relationship with older drinkers. Guinness employed a sophisticated data segmentation strategy, allowing it to talk to both older and younger consumers, and it mixed online and off-line channels, including direct mail, email and a website. The campaign over-delivered by 60% against the consumption target (1.6 pints per week compared to 1 pint). Also, affi nity scores nearly doubled, increasing up to 11% against a 6% target. ART DIRECTOR – Luke Wright CLIENT – Diageo Ireland SENIOR MARKETING MANAGER – Grainne Wafer BRAND MANAGER – Jennifer Kiernan RM & DIGITAL MANAGER – Asta Lund
BRONZE PANASONIC GERMANY WANTED TO PROMOTE ITS VIDEO PRODUCTS in a way that would enhance brand— moving people from “Buy Brand” to “Love Brand”—and lay the foundation for a future video community. To achieve this goal, Panasonic Germany hosted a six-month video contest with a Hollywood blockbuster theme that targeted an audience that CAMPAIGN NAME – Cardboard Heroes CONSUMER ADVERTISING MEDIUM – Web Advertising AGENCY – Proximity Germany CHIEF CREATIVE OFFICER – Detlef Rump CREATIVE DIRECTOR – Volker Wäsch ACCOUNT DIRECTOR – Rita Schumacher ACCOUNT MANAGER – Jan Beckmann ART DIRECTOR – Daniel Daglioglu SENIOR ACCOUNT DIRECTOR – Susanne Klinnert JUNIOR ACCOUNT DIRECTOR – Maciej Matysiak SENIOR COPYWRITER – Susanne Ketter COPYWRITER – Rebecca Zimmermann FLASH DEVELOPER – Marek Lerche FLASH DEVELOPER – Benjamin Buchholdt CLIENT – Panasonic Germany, Panasonic Marketing Europe GmbH GUINNESS ANCHOR MARKETING WANTED TO LAUNCH HEINEKEN EXTRA COLD in Malaysia. In addition to selling the beer, it sought to increase brand affi nity among males 18 to 34 and drive recruitment. In order to show the desirability of the more expensive Heineken, a digital campaign was developed that featured SWIPE, an online game in which men could steal a Heineken Extra Cold from each other. Other elements included mobile coupons and a member-get-member initiative. As a result, Heineken sales increased 59%, the number of young men who included it in their drinking repertoire increased to 23% from 8%, and brand awareness hit a three-year high of 44%. CAMPAIGN NAME – Heineken SWIPE CONSUMER ADVERTISING MEDIUM – Multimedia AGENCY – OgilvyOne Worldwide Malaysia EXECUTIVE DIRECTOR – Selina Ang ART DIRECTOR – Martin Ng COPYWRITER – Sara Samantha Tan DESIGNER – Soh Kian Teck ACCOUNT DIRECTOR – Linda Lee ACCOUNT EXECUTIVE – Rengeeta Rendava PROJECT EXECUTIVE – How Kar Mun CLIENT – Guinness Anchor Marketing Sdn. Bhd. SENIOR MARKETING MANAGER – Yap Swee Leng PRODUCT MANUFACTURING AND DISTRIBUTION enjoyed video and fi lmmaking. The contest was promoted using numerous marketing channels, including direct mail, a dedicated website, YouTube, banners, customer newsletters, and even beer coasters and pizza boxes. The campaign was a blockbuster, attracting 59,753 viewers and generating a 7.28% response rate. 61
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2009 ECHO Award - AMDIA

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