Winnerlist 2017

1. Campaign by a Company

Winner
Shell
Modern driving conditions place stresses on car engines like never before. But what stresses do these conditions place on drivers? Shell launched a global driving experiment using biometric tech & apps to create a complete picture of driving behaviour to coincide with the launch of its new fuel. The findings were unveiled at the product launch event in Kuala Lumpur that reached over 60m people
Les Mills International
BODYPUMP is the number one strength workout for men and women globally. BODYPUMP100 is a project to leverage the #100 release of BODYPUMP.It culminated in a synchronized global launch with (a conservative estimate of) 10,000 club partners and 500,000 participants around the world on 14 January 2017.
Xpress Money
Most brands create feel-good campaigns which talk about the relationship between a mother & child for Mother’s Day. We saw an opportunity to create a campaign that would have a genuine impact for children without mothers.By transforming the lives of abandoned street children in Philippines, by supporting their holistic development (which includes food, education, shelter & development activities)
Hong Kong Airlines
Hill+Knowlton Strategies
For Hong Kong Airlines’ (HKA) 10th Anniversary, H+K was appointed to devise and execute a holistic year-long PR campaign to communicate new brand messages and transform market bias/stereotypes of HKA as a low-cost carrier (LCC) to a young, energetic and fast-growing full service airline.
FWD Life Insurance Company
A.LOUD Asia Communications
FWD North Pole Marathon 2017 is a unique showcase of an extreme marathon, featuring six Hong Kong and Nepal passionate runners, in an entirely unimaginable and life time experience. It is a perfect synergy to demonstrate FWD’s daring and passionate attitude. The marathon made FWD stand out among other running events and generated overwhelming PR coverage with over 80 print, online, TV reports.

2. Campaign by an Institution, NGO or Association

Winner
Human Rights Commission
ClemengerBBDO Touchcast
When we encounter little pieces of racism, because we’re human and don’t like tension, we laugh it off, excuse it, diffuse it. That covers it up. In doing this, we passively agree. What if we didn’t? What if we give nothing to racism?

The campaign videos have been viewed more than 3 million times, shared almost half a million times and reached almost 5 million people in 186 different

Wellington Regional Economic Development Agency
Hainesattract/Workhere
LookSee Wellington was designed to entice global tech talent to Wellington, New Zealand. Through an attention-grabbing offer of a paid trip to NZ for interviews, targeted international PR and social media, we achieved outstanding results. Successes include recruitment, creation of a huge talent database, and a massive increase in Wellington’s global tech profile.
Asian Development Bank
For its 50th anniversary, the Asian Development Bank carried out its biggest-ever outreach campaign, comprising events, publications, a travelling exhibit, multimedia, news coverage, and social media, from its HQ and 30 field offices. The objectives were to strengthen ADB’s brand as the premier development finance institution in Asia and the Pacific and showcase its rich development experience.
Cabrini Health
Royce Communications,Motion Advertising and Design
Cabrini Health needed a new clinical building if the hospital was to keep pace with new technology, meet the needs/expectations of stakeholders and make a positive impact on its community’s health. But neighbours were actively opposed, worried at the effect on their amenity. To set the hospital up for the next 50 years, Cabrini overcame opposition and its planning application succeeded unchanged.
Central Provident Fund Board (CPFB) Singapore
Formul8 Singapore
The Central Provident Fund (CPF) system offers options to help with retirement, yet people find it complex and difficult to understand. By appealing to Singaporeans’ hearts and minds, we motivated them to act by linking it to caring for their loved ones. Results were positive early in the campaign with many of our publicity efforts topping the charts and we’ve seen a spike in people taking action.

3. Agency of the Year

Winner
After adding its fourteenth office by extending services to government relations in mid-2016, SPRG founded Strategic DigitaLab in January 2017, which provides digital strategy development, campaign amplification and analytics. SPRG is an integrated PR group and specialist in IPO and financial communications, advising 300 clients on a retainer basis. Indicative of its prowess, SPRG is ranked no. 82 by The Holmes Report Global PR Agency Ranking and no. 75 by PRWeek Global Agency Report Card.
The key headline for Text100 the past year was the organization’s successful transformation from a PR to a marketing communications agency. In Singapore, integrated marketing revenue reached 50% of total revenue, with the integrated business registering a blistering 58% growth YoY. While PR remains a core part of our DNA, today Text100 offers clients various forms of marketing services, including content and digital marketing, paid media, social strategy and execution, design and creative.
FleishmanHillard HK is a strong international firm with a stellar portfolio of local, global and Chinese clients. Last year FH HK continued its growth track, out-performing in revenue, margin, staff retention and satisfaction. The agency has grown three-fold in the last seven years as a result of a people-first strategy. Staff satisfaction rate averages at 80%, turnover has decreased from 21.5% in 2015 to 13.8% in 2017, over the past year we have promoted 18 people and made 9 nine new hires.
Ruder Finn Asia is part of Ruder Finn Group Inc, the global communications consulting firm. We help our clients engage with those vital to their success, delivering measurable business results through inspirational, data-driven, communications counsel and solutions. We are a dynamic, digital, action-oriented, acquisitive, award-winning firm, home to 400 colleagues, operating in eight cities in Asia and representing 200 clients, including Prudential, Audi, Moet Hennessy, Diageo and Roche.

4. Young Communicator of the Year

Winner
Metropolitan Fire and Emergency Services Board (MFB)
Meg Rayner is a skilled communications specialist, with more than five years’ experience in corporate communications and four years’ as a journalist. Meg is an energetic public speaker, delivers well-executed campaigns and events, considered and thorough communications strategies and issues management plans, balanced stakeholder and government relations and punchy content for many mediums.
Griffith University
With shrinking newsrooms it’s increasingly becoming more difficult to communicate and publish scientific stories. Through my role as science communicator, I have found innovative, exciting and fun ways to do this not just through traditional media but creative digital content that engages and reaches a larger audience, successfully getting our targeted messages across to the public.
Xpress Money
From a brand that primarily communicated through ATL & BTL, I have helped Xpress Money come a long way in digital & social media. I currently manage all our social media platforms & website for the brand.Starting off with devising strategies to drive engagement on our channels, to measuring transactions & ROI with performance marketing and create high impact campaigns with low investments.
Xpress Money
I have been crafting strategies and managing brand reputation through the art of communication for close to a decade now. I am an observant learner who keeps exploring the evolving facets of communication. I like to take charge and don’t shy away from challenges. Instead, I lead from the front while embracing every growth opportunity that comes my way.
Instinctif Partners Public Relations
Caroline Wang has been working in PR for over 8 years. As a young specialist in communications and a team leader for many projects, Caroline from Instinctif Partners, is efficient, creative and always delivers best results. The DuPont Crop Protection project that she managed has won two awards in Asia Pacific recently. Served clients include DuPont Crop Protection & Corporate, AGCO, DONDONYA, etc.

5. Internal and Change Communications

Winner
Adfactors PR
Bringing in as part of it’s Digital Transformation, Adfactors PR created and curated a unique program for it’s 600+ employees all over the world.

Frequency Radio, a 24/7 Online radio reached out to every single employee through mobile apps or the local intranet. Fresh content was created everyday including industry updates, contests, interviews and of course a curated playlist of songs.

DBS Bank (Taiwan)
To provide timely updates on the bank’s recent happening and better interact with all staff, DBS Taiwan launched an internal mobile platform, which regularly reaches out to staff in fresh ways of communicating and interacts with fresh contents and creative experiences. With the 2-way conversation constantly happening at the platform, overall staff engagement level has increased significantly.
Westpac New Zealand
We want everyone at Westpac to feel engaged: to believe they are valued as people, important to the business, and able to achieve their potential – but 12 months ago, more than one-fifth of staff didn’t even respond to the annual employee survey, and more than a third felt disengaged.
Telling people we cared wasn’t going to be enough: we needed to show them – and we did. With dramatic results.
Adobe Systems
Adobe’s Innovations Meet Social Transformation

Employee led digital social innovation challenge
Grassroots Innovation Challenge asked employees to develop digital solutions for India’s social challenges using Adobe products.

Launched internally, the campaign reached ~5,200 employee across 4 centers in India, encouraging functional collaboration to raise 573 social ideas using internal products.

BNY Mellon
With over 1300 employees across 16 locations & myriad of cultures in APAC (exIndia), development of a collaborative culture that encourages multi-way communication across the company is needed in an always on environment. With existing team resources, the opportunity exists to multiply the stories told & further shared on social platforms by developing an ecosystem that promotes sharing inside out

6. Issues & Reputation Management

Winner
Cabrini Health
Royce Communications, Motion Advertising and Design
Cabrini Health needed a new clinical building if the hospital was to keep pace with new technology, meet the needs/expectations of stakeholders and make a positive impact on its community’s health. But neighbours were actively opposed, worried at the effect on their amenity. To set the hospital up for the next 50 years, Cabrini overcame opposition and its planning application succeeded unchanged.
Huawei Technologies
Ogilvy Public Relations
Huawei’s International Key-Opinion-Leader program aims to create a defense shield for the brand, while cultivate relationships to be called upon as required or in times of crises. Huawei created a close circle of ICT-focused experts that hold acute understanding of Huawei’s Corporate Governance, Enterprise and Carrier Business Groups; KOLs drive a positive and credible voice for Huawei worldwide.
Hong Kong Tourism Board
The Hong Kong Tourism Board transformed the reputation of the Hong Kong Cyclothon in 2016 after the inaugural event in 2015 drew criticism over problems caused by road closures and unsatisfactory event management. A comprehensive communications campaign resulted in a very successful 2016 event for tens of thousands of participants with almost no complaints and highly positive media coverage.
HSBC
Criminals who cause suffering through human trafficking, the trade in illegal drugs and fraud constantly try to access banks. HSBC leads the way among HK banks in engaging customers and staff on the need for more customer information to protect against these criminals, resulting in more balanced external perception and improving metrics for staff behaviors that help defend against financial crime.
Nestlé Pakistan
To mitigate the negative perception about packaged milk, Nestlé Pakistan launched ‘Seeing is Believing’ campaign to create advocates among Key Opinion Leaders, Government officials, Media and diplomats by arranging visits of their entire value chain (from grass to glass). More than 200 journalists and KOLs have visited the factories resulting in positive media traction about packaged milk

7. Publication

Winner
Organisation of Pharmaceutical Producers of India
The Colour of White is a 50 years commemorative publication on gender diversity by the Organisation of Pharmaceutical Producers of India (OPPI). The publication chronicles success stories of women in OPPI’s member companies, who have played an instrumental role in building the pharmaceutical industry. It celebrates women who have, in their own ways, shattered the glass ceiling.
Roche Diagnostics
As the world leader in in-vitro diagnostics, Roche Diagnostics wanted to document the ways in which diagnostics impacts healthcare.The idea was to bring the world of laboratory medicine into the spotlight. This is what led to the genesis of Dia:gram, an industry first where the storytelling medium moved away from newsletters and journals to a magazine catering to a regional audience.
Hong Kong Tourism Board
Themed “Power Up Hong Kong”, the HKTB Annual Report 2015/16 mini-site showcases our exciting promotional strategies to market Hong Kong as a world-class tourist destination. The application of responsive web design helps extend the reach of the annual report to our target audience more effectively in an environmentally friendly way. Visuals and content are tailored to match the theme “Power Up”.
Godrej & Boyce
Adfactors PR
Godrej & Boyce, a leading manufacturer of typewriters for over five decades, was keen to preserve the memory those machines in the form of a coffee table book. Adfactors PR created buzz through a mix of content marketing and experiential PR. Our PR efforts delivered an OTS of 3 million in print publications and over 75 million impressions on various websites.
SMRT Corporation
The inaugural SMRT Trains Operations Review, themed Your Journey Matters, offers an overview of SMRT Trains’ key focus areas and underscores our commitment to deliver a world-class train service that is safe, reliable and customer-centric. Targeted at commuters, we share useful data and updates through colourful infographics and concise chapters, making this a one-stop resource on SMRT Trains.

8. Social Media & Viral Communications

Winner
Megaworld Corporation
While many real estate companies in the Philippines are using social media to just amplify their brands, most of them capitalize on the physical aesthetics of their developments. Megaworld breaks out from this structure-centric clutter by humanizing the online efforts – highlighting the stories of people in the townships, and using the most engaging social media material today – videos.
CLP Power Hong Kong
CLP Power co-created a brand new eMagaizine – Better Me with Yahoo X Tumblr. Leveraging Power Your Love campaign, an innovative world-first initiative combining energy conservation along with community care, to spread positivity to others and to encourage low carbon life style and energy saving behaviour. It’s not about grand changes, but by improving through small alternations in daily habits.
MediaCom Communications
The idea was to turn the consumers from price takers to price makers.

The activity increased footfalls of new age customers, while the impact on the business was remarkable.

9. Film & Video

Winner
Central Provident Fund Board (CPFB) Singapore
Formul8 Singapore
The Central Provident Fund (CPF) system offers options to help with retirement, yet people find it complex and difficult to understand. By appealing to Singaporeans’ hearts and minds, we motivated them to act by linking it to caring for their loved ones. Results were positive early in the campaign with many of our publicity efforts topping the charts and we’ve seen a spike in people taking action.
Singtel
Singtel launched a video ‘National Day After’ to pay tribute to Singaporeans from all walks of life, who have, in their own ways, contributed to the making of the nation and to rally everyone to keep up the spirit even after the National Day festivities – ‘the day after is the first day forward.’
Cochlear, CHE Proximity
Australia is in the midst of a silent epidemic. 3.5 million people are living with some form of hearing loss, with 85% of them in denial and doing nothing about it.
We need to get the nation talking about this silent epidemic and get people with hearing loss to act. We created ‘The Hearing Test In Disguise’. An innovative short film with two endings, depending on your hearing ability.

10. Online Platform

Winner
SMRT Corporation
SMRT is Singapore’s first multi-modal land transport company. With more than 3 million passenger journeys in our network daily, we want to create a positive travel experience for commuters. We created a multi-modal journey planner mobile app to meet our commuters’ travelling needs by providing real-time travel information and updates.
HSBC
‘HSBC in Hong Kong: A Virtual Story’ mobile application brings to life the history of Hong Kong and HSBC through an augmented reality journey back in time at our Hong Kong head office, where we opened for business more than 150 years ago. Launched in August 2016, visitors can experience and explore the surroundings of the past and present discovering what made this city a global centre of trade.
Adfactors PR
Bringing in as part of it’s Digital Transformation, Adfactors PR created and curated a unique program for it’s 600+ employees all over the world.

Frequency Radio, a 24/7 Online radio reached out to every single employee through mobile apps on the local intranet. Fresh content was created everyday including industry updates, contests, interviews and of course a curated playlist of songs.

11. Corporate Responsibility

Winner
LIXIL Corporation
In 2016, LIXIL Corporation launched an integrated communications campaign to raise awareness of the human and economic costs of the sanitation crisis. As the global leader in sanitary ware and water technology, LIXIL believes access to safe and hygienic sanitation practices should be available to everyone and has pledged to provide better sanitation to 100 million people by 2020.
IndusInd Bank
Adfactors PR
IndusInd Bank’s campaign “JeetKaHalla” to support differently-abled sports enthusiast training to participate in Rio Paralympics 2016.
Nespresso Singapore
Golin Singapore
In 2017, Nespresso launched the second phase of its One Pod at a Time campaign, encouraging consumers and partners alike to make sustainability part of everyday life. As well as storytelling the journey of the capsules being recycled in Singapore, Nespresso added a social element whereby everyone who recycled a bag of Nespresso coffee capsules was able to make tangible impact on society.

12. Event & Interactive Experience

Winner
Steinway Piano Asia Pacific
Ruder Finn Asia
Steinway & Sons launched its most significant product innovation, SPIRIO, the world’s finest player piano system in 8 China cities in 2016. Each city had custom-themed events with selected STEINWAY artists demonstrating its unique functions/features and STEINWAY heritage. The events expanded its China market and sales exceeded the European market, making China the 2nd largest market behind the US.
AHRT Media
FleishmanHillard Hong Kong
‘The Humagram’ is a digital holographic human that can see and interact in real-time, unleashing the power of live, personal communications for corporate business. To showcase a technology that crosses time and space, we found the perfect ‘celebrity’…Professor Stephen Hawking, to present from Cambridge University in live 3D holographic form to a Hong Kong audience in a dramatic one-of-a-kind event
Intuit India
To reinforce a culture of appreciation, employees at Intuit had the opportunity to write thank you notes to their colleagues as part of Take a Bow week. More than 1,600 notes of appreciation were written on paper leaves and trees on display in public areas of the campus. Employees could also take a more direct approach to say thanks by using the ‘Take a Bow’ option in the Spotlight Tool (online)

13. Multi-Channel Communications

Winner
Deoleo (Owner of Bertolli Global)
H+K Strategies Thailand
H+K Thailand launched the world’s first Olive oil category campaign in Thailand, for Bertolli Olive oil. This first-of-a-kind category-led campaign successfully fashioned an effective combination of daring influencers, viral videos, digital assets, and media engagement with hugely impressive results and clear impact on Bertolli’s business
The Mint Partners
The number 1 sports bra brand in Australia, Berlei has spent 100 years dedicated to supporting women, but have an aging fanbase and functional brand image. With an integrated communications campaign for their new sports range with Serena Williams as the brand ambassador, we managed to shift audience desire for the brand from ‘need’ to ‘want’.
FWD Life Insurance Company
A.LOUD Asia Communications
FWD North Pole Marathon 2017 is a unique showcase of an extreme marathon, featuring six Hong Kong and Nepal passionate runners, in an entirely unimaginable and life time experience. It is a perfect synergy to demonstrate FWD’s daring and passionate attitude. The marathon made FWD stand out among other running events and generated overwhelming PR coverage with over 80 print, online, TV reports.

14. Storytelling

Winner
HSBC
‘HSBC in Hong Kong: A Virtual Story’ mobile application brings to life the history of Hong Kong and HSBC through an augmented reality journey back in time at our Hong Kong head office, where we opened for business more than 150 years ago. Launched in August 2016, visitors can experience and explore the surroundings of the past and present discovering what made this city a global centre of trade.
Cochlear, CHE Proximity
Australia is in the midst of a silent epidemic. 3.5 million people are living with some form of hearing loss, with 85% of them in denial and doing nothing about it.
We need to get the nation talking about this silent epidemic and get people with hearing loss to act. We created ‘The Hearing Test In Disguise’. An innovative short film with two endings, depending on your hearing ability.
Mundipharma Middle East FLZ
balcony8
The idea was to create a first-of-its kind, women’s wellness platform in the Middle East. An open and well informed regional platform for women to talk about wellness issues that matter to them. A community space where women can feel comfortable discussing such matters and have direct access to articles from experts in different wellness fields.

15. Brand Relationship

Winner
Globe Telecom
#WonderfulPH was designed to:
-Shape positive brand perception in improving the state of connectivity through collaboration with the government
-Nurture brand love by ensuring the integration of business marketing efforts with the company’s purpose
Globe ended 2016 dominating industry positive sentiments in social media which greatly contributed to the overall business performance of the company.
Ruder Finn Asia
Innovative research was central to Prudential’s 2016/17 brand campaign. A 5,000 person, ten-market Relationship Index identified the highs and lows of personal relationships in Asia. Through owned, shared, paid and earned channels, Ruder Finn communicated findings in every location. Result? Millions engaged, business KPIs exceeded and Prudential firmly established as relationship thought-leader.
Text100 Bangalore
Text100
TeamIndus is an aerospace startup & front runner in the Google Lunar XPRIZE (GLXP) challenge – to land a spacecraft and rover on the Moon. Known in niche circles, TeamIndus was unknown among the general population. It was critical as part of the mission success depends on raising $70 million for the lunar journey. Aim was to run a national campaign for awareness and set foundation for fund raising

16. Launch & Relaunch

Winner
Porsche Asia Pacific
Keko Singapore, Golin
The campaign “What is courage” for the New Porsche Panamera injected a new perception of what the model stands for by evoking an emotional identification among the target audience. Being entrepreneurs/makers, they want to turn ideas into reality and set examples to shape the future. Exactly what Porsche did with the new Panamera. We featured 3 celebrities that tell how courage changed their lives.
Hong Kong Tourism Board
Weber Shandwick
The Hong Kong Tourism Board aims to change the current perception of most visitors that Central is just a glitzy financial district. Through the PR campaign, the HKTB successfully provided visitors with new perspectives from locals’ authentic stories, and re-positioned the area as a living museum of history, art, food and culture.
Steinway Piano Asia Pacific
Ruder Finn Asia
Steinway & Sons launched its most significant product innovation, SPIRIO, the world’s finest player piano system in 8 China cities in 2016. Each city had custom-themed events with selected STEINWAY artists demonstrating its unique functions/features and STEINWAY heritage. The events expanded its China market and sales exceeded the European market, making China the 2nd largest market behind the US.

17. Content Marketing

Winner
CLP Power Hong Kong
CLP Power co-created a brand new eMagaizine – Better Me with Yahoo X Tumblr. Leveraging Power Your Love campaign, an innovative world-first initiative combining energy conservation along with community care, to spread positivity to others and to encourage low carbon life style and energy saving behaviour. It’s not about grand changes, but by improving through small alternations in daily habits.
Cochlear, CHE Proximity
Australia is in the midst of a silent epidemic. 3.5 million people are living with some form of hearing loss, with 85% of them in denial and doing nothing about it.
We need to get the nation talking about this silent epidemic and get people with hearing loss to act. We created ‘The Hearing Test In Disguise’. An innovative short film with two endings, depending on your hearing ability.
Central Provident Fund Board (CPFB) Singapore
Formul8 Singapore
The Central Provident Fund (CPF) system offers options to help with retirement, yet people find it complex and difficult to understand. By appealing to Singaporeans’ hearts and minds, we motivated them to act by linking it to caring for their loved ones. Results were positive early in the campaign with many of our publicity efforts topping the charts and we’ve seen a spike in people taking action.