Winnerlist 2016

Campaign by a company

Heidrick & Struggles
To commemorate the 400th anniversary of the death of William Shakespeare, Heidrick & Struggles examines some of the Shakespeare’s’ greatest plays from a leadership viewpoint, drawing lessons on what today’s corporate executives can learn about leadership from the volatile and disruptive time in the Elizabethan era.
Microsoft Asia Pacific
The New World of Work in Asia is about the changes in the way people work and live. Organizations need to play catch up. The campaign tapped on insights from 5000 professionals in Asia to ascertain what they needed to feel empowered, productive, collaborative and innovative. It drove 2223 stories on Office 365 and 500 stories the insights we uncovered, reinforcing the need for leaders to change.
Western Union
To mark Western Union’s (WU) 25 years of providing service in Philippines, it created the largest coin mosaic in the world as certified by Guinness World Records and garnered ₱9,108,389 in media value, yielding more than 380% of PR investments. WU also funded multimedia tools equal to value of coins used for development of students. It is a symbol of WU’s commitment to moving Filipino for better.

Campaign by a governmental institution

Transport Accident Commission
Clemenger BBDO
Graham is a sculpture created to depict what humans might look like if they had evolved to survive a crash. The TAC worked with an artist, trauma surgeon and crash investigator to create Graham. He was an instant hit in Australia and around the world attracting more than 10.8 million website page views and reaching more than 8.8 million on Facebook and Twitter in his first week.
Tourism New Zealand
Tourism New Zealand (TNZ) identified cycling as a major focus to drive high-value visitors and drive shoulder season travel in New Zealand. The New Zealand Government has committed over NZD$80 million to developing the Great Rides. TNZ secured, international model, designer, TV personality and actress, Megan Gale to raise the profile of cycling in New Zealand.
Singapore Tourism Board
Singapore: Inside Out was a showcase featuring multi-sensory experiences across diverse creative disciplines with the objective of promoting and celebrating the city’s creative culture. Part exhibition, part live performances and part participatory, the showcase popped up in urban spaces across major cities around the world, ending in Singapore.

Campaign by a Non-Profit Organisation

Mullen Lowe Profero
NAMJAI FOR REFUGEES is a campaign that has taken UNHCR Thailand from brand crisis to brand awareness within a year. It changed public perceptions and raised $206,000 through 100,000 new supporters and 1,750 recurring donors. NAMJAI, which means generosity in Thai, appeals to this innate Thai trait and uses positive re-enforcement to create empathy and call for action with celebrity endorsements.
Habitat for Humanity International
Galvanizing youth, Habitat for Humanity Young Leaders Build raises awareness of poverty housing in Asia-Pacific and aims to create a world where everyone has a decent place to live. Youth lead and join efforts to build decent, affordable homes at project sites and/or online. The fifth iteration of Habitat’s largest youth movement surpassed targets, creating over 111.6 million opportunities to see.
Chamber of Commerce and Industry of Western Australia
The Ice Land campaign on methamphetamine use at work was run by the Chamber of Commerce and Industry of Western Australia, a NFP member organisation. The integrated content marketing campaign used owned digital, social and traditional channels to attract earned media and audience engagement and generated new leads for marketing automation. With investment of A$1218, the campaign’s ROI was >347%.

Internal and change communication

The Royal Children's Hospital
In April 2016 The Royal Children's Hospital launched a $48m ‘electronic medical record’ (EMR), the first of its kind in Australia.The goal: To create a paperless hospital and give families online access to their child’s complete medical record for the first time – if 4500 staff could be engaged in one of the biggest change projects in the hospital’s history.
To help eliminate inefficiency in HSBC's Retail Banking and Wealth Management (RBWM) ASP business, we launched Simplify RBWM using IdeaJam, a social media platform to engage employees to share streamlining ideas. It generated 2,632 ideas and cost savings of USD638,000. It also improved employee sentiment indicators around sharing ideas and seeing positive change ranging from +8 % to +33%.
Standard Chartered Bank
The campaign told “The Whole Story” - “Financial crime is about much more than money. Behind the dollars and cents there are real human stories.” The objective was to create greater awareness among employees on the importance of fighting financial crime and the role that they play in this. The campaign reached over 80,000 employees across more than 65 markets, including staff in over 900 branches.

Crisis communication and Issue Management

Kaspersky Lab SEA Sdn Bhd
In early spring of 2015, Kaspersky Lab discovered that it has become a target of a highly advanced cyber-attack called Duqu 2.0. The people behind Duqu are one of the most skilled and powerful APT groups. The technologies and expertise of Kaspersky Lab made it possible to unveil the most advanced cyberattack in the world and assured our clients and partners safety on their products and services.
Taj Hotels Resorts and Palaces
Taj Hotels Resorts and Palaces has a century-old legacy, but its history was also plagued by negative perceptions; stakeholders had lost faith in their company which was badly affected by negative market forces and financial decisions. After a leadership change, Taj’s communications team was tasked with turning perceptions positive and impacting the shareholder and the stakeholder alike.
Hang Lung Properties
Any organization, regardless of their nature of their business or their size, faces a variety of possible crises. As a top tier property developer in Hong Kong and on the Mainland, Hang Lung Properties has always attached the highest importance to anticipating and dealing with crisis situations before they become too severe, and hence regards crisis management as a top priority.

Social media strategy

Travellers International Hotel Group, I Nc.
At the height of the media frenzy and public attention surrounding the 2016 Philippine national elections, Resorts World Manila wanted to create massive awareness for its next theater production, the Broadway musical, Annie. The solution: an impactful music video that turned a song from the musical into a message aligned with the one thing Filipinos were interested in: politics.
Land Transport Authority
Our DTL2 campaign focused on customising content to reach different target audiences and create excitement about DTL2. We created content to position DTL2 as a lifestyle choice, tailored content to each platform, held contests to generate heart-warming stories on places along DTL2, and used “citizen photojournalism” to drive traffic to our event and grow our Instagram following organically!
Maritime and Port Authority of Singapore
The White Space Asia
The campaign aimed to educate, excite and engage MPA’s digital community through a series of narratives designed to drive social activation and traffic to the Singapore Maritime Week (SMW) 2016 microsite as well as to the SMW events. With this campaign, we achieved an increase in number of fans, reach and engagement across all social media platforms. Attendees increased by 36.4% from 2015.

Public affairs

Asia-Pacific is the world’s most vulnerable region for natural catastrophes and low levels of insurance leave its economies exposed. Lloyd’s City Risk Index educational campaign highlights the need to mitigate and manage risk to protect communities. A stakeholder engagement strategy and media and digital campaign positioned Lloyd’s as a leading risk management partner.
The Building Trust in a Digital World was conceived in 2016 to position Microsoft as a thought leader in cybersecurity and privacy in Asia, raise awareness for building trust in technology and generate faster cloud adoption by public and private sector customers. Over a 4 month period, the integrated campaign successfully landed over 370 articles across Asia and over 38 million social impressions.
Mundipharma Pte Ltd
The potential for infectious diseases to spread rapidly has increased. The emerging world, in particular, has suffered a number of epidemics.Given we’re dedicated to emerging markets and produce medicines that are effective in this context, we planned a programme of communications initiatives to educate the public on protecting themselves against this threat. It’s been enormously successful.

Mobile Communication and Social Apps

Link Asset Management Limited
Link’s Park & Dine app offers practical functions that add convenience, reduce stress, and free up more time for our customers to connect with family & friends, which improves relationships and enhances well-being. During the pilot phase, Park & Dine app has already won recognition from customers and industry. But most importantly, our customers have been keen to adopt and repeatedly use the app.
Baxter (China) Investment Co., Ltd.
Site visits of Baxter China’s Guangzhou Plant are often conducted to highlight manufacturing and quality excellence. However visitors face an overwhelming amount of information, different guides with different introduction and restricted areas. Baxter China created a customized app with comprehensive information, vivid videos and interactive games, etc. to fully engage different audiences.
A.S. Watson Group
Hong Kong people are not happy. A.S. Watson Group, being developed into an international retailer and based in the city for 175 years, we feel obliged to do something for our home. Our solution: the “We Smile” web app, which scores smiling faces on selfies uploaded, giving Hongkongers ONE MORE REASON TO SMILE as they took on the “challenge” to achieve that perfect, 100-point-smile.

Reputation management

Airbus Group India
Airbus Group put the Indian Prime Minister's call to 'Make in India' at the core of its India strategy and decided to cultivate a unique reputation: Airbus = Make in India. From firmly embedding Airbus in the 'Make in India' narrative to influencing policy by establishing a dialogue with the stakeholders, the ‘We make it in India’ project has imparted Airbus a reputational surplus over its peers.
Microsoft Asia
In May 2016, Microsoft CEO Satya Nadella visited 9 cities in 6 Asian countries in 10 days.We created an integrated comms campaign to strengthen Microsoft’s position as the trusted partner of choice in the region, by telling a singular story about our aspiration to help enable a digital Asia.The campaign successfully generated 1,821 media stories & 531 million social impressions.
HSBC is uniquely placed to capture the Pearl River Delta’s (PRD) growth potential. Our campaign matches our ambitions and rapid business growth, securing #1 share of voice with regional media for a brand that remains small compared to local banks. The multi-faceted, multi-channelled campaign evolves with the strategy, bringing to life what our PRD investment means for clients, staff and investors.

Corporate Social Responsibility

Sydney Water
Sydney Water executed a low-cost, high-reach PR strategy to engage customers not to flush wet wipes. The ‘Keep wipes out of the pipes’ campaign helped force a multinational wipes brand to change their specifications and their packaging. It created a 50% reduction in people who think it’s OK to flush wipes and could save Sydney Water $US6 million each year in costs to remove 500 tonnes of wipes.
Inorbit Malls India Pvt. Ltd
Inorbit Pink Power is an initiative to empower women entrepreneurs and provide them a platform at Inorbit Malls for modern retail experience at zero cost for a duration of six months.
Foodbank WA,Perth Airport Pty Ltd
As the gateway to Western Australia, Perth Airport plays a significant role in the State’s economic, social and cultural activities by facilitating travel and employment, connecting people and places, and providing support for communities. We are the fourth largest airport in Australia contributing significantly to WA’s economy and playing a major part in the $9.3 billion tourism industry.

Communications team of the year

Nanyang Tecnhnological University Singapore
Godrej Industries Limited and Associated Companies
Microsoft Asia

Young communicator of the year