Winnerlist 2015

Campaign by a company

Winner
Roche Diagnostics (Hong Kong) Limited,Roche Hong Kong Limited
Edelman Hong Kong
Roche is committed to excellence in science and caring for the community and our mission is to inspire Hong Kong’s teenagers around science and to nurture the next generation of scientists. The Roche Young Scientist Award challenges students to harness their curiosity and submit science projects that improve the health of people in our city. The winners will meet leading innovators in Switzerland.
Microsoft
IN.FOM
As part of Microsoft’s YouthSpark commitment to encourage more young people into STEM Education (Science, Technology, Engineering and Maths), Microsoft Asia Pacific kicked off a region-wide initiative to promote coding as the second language of Asia. In partnership with Code.org, the campaign has generated close to 500 media stories and 17 million social exposures across Asia Pacific.
Tata Capital
To propagate Tata Capital’s brand promise “we only do what’s right for you” through action and to build a stronger, positive connect with the brand, the ‘Journey of Doing Right’ initiative was launched. Now into its second season, we successfully discovered & completed 4 stories from some of the remotest parts of India, crossing Rs.3,28,000 in donations from over 200 donors worldwide.

Campaign by a governmental institution

Winner
SINGAPORE POLYTECHNIC
S'pore Poly Open House 2015 campaign adopted an integrated comms strategy, combining marketing comms, digital/social media, and ground outreach to promote a meaningful SP experience to potential students. The campaign resulted in a two-fold increase in attendance of over 24,000 visitors, and a 12.3% growth in students who were posted to SP. SP brand gained top of mind recall amongst the youth.
British Consulate General Shanghai
The British Consul General in Shanghai married his same sex partner in China. We engaged audiences of old and new across China in a discussion of what love means in the 21st century (reaching at least 40 million people). This gave more people space to express their feelings, whilst at the same time highlighting a more modern Britain.
The Hong Kong Polytechnic University
To enhance awareness of stakeholders about its brand promise “Opening Minds • Shaping the Future”, The Hong Kong Polytechnic University launched a brand campaign via mini-website, videos, social media, online advertising, YouTube, publications and other means. Positive responses and statistics collected show that the campaign effectively raises the brand awareness and enhances the University image

Campaign by a Non-Profit Organisation

Winner
WWF-Thailand
Ogilvy Group Thailand
“Chor Chang Can Save Elephants” convinced 1.3 million Thais to publicly condemn the killing of elephants for their ivory by symbolically removing the Thai letter representing elephant, “Chor Chang,” from their names. The campaign became the top trending issue on social media in Thailand and helped significantly raise public awareness and spur government action on the illegal ivory trade.
Griffith University
Griffith University’s Know More. Do More campaign powerfully integrates content across multiple channels. It intertwines social media and owned channels, launches a sub-brand and culminates with live events, all combined to place Griffith at the centre of “Knowledge” - and the funkiest place on the planet to gain Knowledge. Conversion increased 5% and hundreds of thousands viewed our content.
International Rice Research Institute
The second Green Revolution (GR2) seeks to benefit the poorest rice farmers in the world's most unfavorable rice-growing areas.

Internal and change communication

Winner
ANZ
The Notable Women project is an ANZ Initiative to build skills and confidence so that women seek out opportunities to be visible in new media, social media and traditional media and to seek further leadership opportunities.
Kering Asia Pacific Limited
Cherry Blossoms Marketing Research & Consulting,Dream Ming,X2 CREATiVE Ltd
Kering Sustainability Awards is an annual INTERNAL contest encouraging employees globally to empower imagination and develop innovative solutions to make SUSTAINABILITY a reality. For the first time its ceremony moved from Europe to Asia (HK), creating a unique platform to showcase internally and externally, and demonstrate our commitment to fostering innovative, sustainable actions beyond Kering.
SAP Asia Pacific Japan
Our 25th year anniversary gave us the opportunity to run a concerted employee communications campaign to improve employee morale by celebrating a happy event, foster a sense of belonging, and connecting both the new and old employees from different generations.

Crisis communication

Winner
Wison Engineering Services Co., Ltd.
Hill + Knowlton Strategies
In August 2013 Wison was rumored have connection with PetroChina’s alleged corruption case. Wison’s shares suspended trading and Wison devised a two-year crisis communications campaign to protect business sustainability and stakeholders interests. It successfully regained stakeholders’ trust, reflected by share price, new business wins, neutralized media reports and recovered business results.
PMFTC Inc.
The alarming escalation of cigarette illicit trade in the Philippines has greatly impacted the local tobacco industry and the national government. This prompted PMFTC Inc. (PMFTC) to launch an extensive media campaign on fighting illicit trade to raise public awareness and induce industry leaders, think-tank organizations, and government authorities to address the problem.
Hong Kong Tourism Board
The “Occupy Central” movement in late 2014 forced the Hong Kong Tourism Board (HKTB) to relocate the Hong Kong Wine & Dine Festival within 21 days to an inconvenient venue. The HKTB contained media speculation, comforted exhibitors and promoted the event through proactive, strategic communications efforts and the event eventually achieved remarkable success.

Social media strategy

Winner
CBRE
CBRE revamped its social media approach in APAC, driving an increased volume of compelling content through existing and new channels. This was underpinned by a campaign to develop the CBRE brand by demonstrating the human side of our leaders and celebrating the inspirational role the built environment has on our day-to-day lives. It resulted in greatly increased follower rates and interaction.
Coca-Cola Beverages (Shanghai) Co. Ltd.
We aimed to launch Coca-Cola JOURNEY China on May 8, 2015. To perfectly name the website, we decided to bring the challenge to Netizens via an online crowdsourcing campaign. We received more than 7,000 creative names within 10 days and one Chinese name stood out: 一路可口可乐 “Yi-Lu-Ke-Kou-Ke-Le”, which perfectly expresses the connotations of “On the Road with Coca-Cola” and “Coca-Cola All the Way”.
Telstra
Through a series of world-leading, innovative implementation Telstra has completely realigned its social media strategy to focus on creating customer advocacy across all channels.

Public affairs

Winner
PT. Pertamina Hulu Energi Offshore North West Java (PHE ONWJ)
The Cilamaya Port channel is overlapped with PHE ONWJ oil and gas offshore production platforms and pipelines. The operations of PHE ONWJ will have to be stopped mainly due to safety. Oil for domestic fuel and gas for supplying Jakarta and West Java electricity will be discontinued. Government lobbies, public education and media campaign were succesful. The Government decided to move the port.
Telstra
Due to a change in Government and broadband policy Telstra was required to enter negotiations with NBN Co (Australia’s state-owned wholesale broadband provider) and the Australian Government to revise agreements for Telstra’s participation in the rollout of Australia’s National Broadband Network. This required significant stakeholder engagement and communication planning to achieve our objectives.
National Roads & Motorists Association
The NRMA Interactive Advocacy website was built to engage directly with our 2.4 million members, providing them with a simple and effective way to 'speak out' and share their concerns, effecting real change in the process. This in turn led to the creation of a ‘newsroom’ that has published hundreds of stories informing and benefiting our members and also the wider community.

Evaluation and measurement

Winner
SingHealth
The Research Stakeholder Engagement Study is a project examining the communications needs/perceptions of the SingHealth Duke-NUS Academic Medical Centre’s (AMC’s) research community, so as to implement evidence-based communications that can drive research and support researchers in the AMC more effectively. It successfully identified and addressed communications gaps for research in the AMC.
MasterCard Asia Pacific
Weber Shandwick Singapore
MasterCard was the first international payments brand to enter China in 1988, but in 2002 a Chinese state-backed payments company entered the scene. It soon dominated China and grew across APAC, gaining the highest Share of Voice among key competitors in 2013. However, by focusing on innovation and tech, a weak area for the recent entrant, MasterCard turned the tables, dominating SOV in 2014.
Telstra
Our goal was to develop a comprehensive evaluation and measurement system covering major communication channels, both internal and external. A bespoke monthly ‘Communication Dashboard’ was developed in-house to provide data and insights on emerging trends, enabling the team to quickly and accurately amend the communications strategy and tactics in response to changing market dynamics.

Reputation management

Winner
L'Oreal Hong Kong
To raise the corporate reputation of L'Oreal Hong Kong by reinventing itself as an inclusive organisation. A new business model is created to facilitate the recruitment and integration of talents who are people with disabilities, while engaging proactively with internal and external stakeholders. L'Oreal HK is recognised as a Supreme Inclusive Organisation by HKSAR Govt and the L'Oreal Group.
Globe Telecom
One good deed from one person is all it takes to help make this world a better place.Leading telecommunications brand, Globe Telecom, challenged the Philippines to donate 1 old, non-working mobile phone to minimize improper handling of hazardous waste, offset carbon footprint of its subscribers, and help raise funds for 40 new schools in Typhoon Haiyan-stricken areas.This is Project 1 Phone.
PMFTC Inc.
For nearly a decade, PMFTC Inc.’s Bright Leaf Agriculture Journalism Awards recognized numerous outstanding and relevant agriculture stories that successfully made a difference in the nation’s agricultural life. As an agricultural company, PMFTC sought it fit to acknowledge the best works of media practitioners who have raised the issues of agriculture to the concerned stakeholders and the public.

Communications team of the year

Winner
Amadeus Asia Pacific
Keysight Technologies
Microsoft Asia

Young communicator of the year

Winner
Cook Medical
As part of a larger campaign, we leveraged this year's No Tobacco Day and the first day of the new no-smoking ban in Beijing on June 1st. This targeted online multimedia public health campaign aimed to spread awareness of the harmful effects of smoking and urged smokers to quit today. Targeting the China market, the motion infographic received views of 8,000+ views and 400,000+ impressions.
HSBC
Created an innovative communications strategy to raise our Australian profile and thought leadership as an expert in the growing China trade corridor. It increased HSBC share of voice on China and overtook the traditional market leader as most quoted bank. It also generated a business lead. The approach serves as a template for success resulting in 60 HSBC trade corridor engagements across Asia.
The American Chamber of Commerce in the People's Republic of China
What's the point of a print magazine these days? Editor Bridget Riley faced the question last year, and answered it with a total redesign. The fresh look underscores a new sense of purpose: tell the story of AmCham China, provide a platform for members, and market all the chamber does–from government affairs to charity balls. The response: 60% of members approved and sponsorships increased 30%.