The results of The Drum Awards for Digital Advertising (Asia Pacific) have been announced, with Standard Chartered, StudioCanal, McDonald’s, Infiniti Global and GlaxoSmithKline among this year’s winning advertisers.
2020 has been a year of unprecedented disruption, and digital advertising has taken centre stage. This year’s top teams impressed the judges with their innovative use of technology and high-impact campaigns.
As Covid-19 continues to limit the possibility of in-person events, the results were revealed at a virtual ceremony. Catch up below if you missed it.
This year’s Grand Prix was awarded to OMD New Zealand, whose work for McDonald’s New Zealand also won Best Cross-Platform Campaign.
The Chair’s Award went to Octagon, for Standard Chartered. It was awarded by this year’s chair of the jury, Asha Gourinath, lead for digital marketing and customer relationship management in Southeast Asia and growth markets at Grab.
You can find out more about the winning work below.
Grand Prix/Best Cross-Platform Campaign
Agency: OMD New Zealand
Client: McDonald’s New Zealand
Campaign: Is it still a Big Mac? McDonalds New Zealand Poll the Public
In business as in art, it generally pays not to mess with a classic. But with their client McDonald’s challenged by a new generation of burger-based start-ups, OMD New Zealand decided to make some changes. Turning a seemingly frivolous question into a national debate got the people of New Zealand involved, and delivered remarkable results.
This was a good year for OMD New Zealand, who also picked up awards for Best Publisher Innovation and Best Mobile Campaign
What the judges said: This campaign was a clear standout. The execution, sheer profitability and concept were all excellent.
Chair’s Award/Best High Impact Campaign
Client: Standard Chartered
Campaign: Project Stand Red: Bob Paisley
Octagon was tasked with showcasing Standard Chartered’s global leadership in technology and innovation. Knowing few people are interested in hearing about fintech and banking innovation, the agency decided to leverage the platform of Standard Chartered’s main partner, Liverpool Football Club.
The beauty of technology lies in its ability to create human connections. Octagon tapped into this and successfully delivered on a difficult brief for its client.
What the Chair said: “This was a great brand-building exercise. I am sure that in the long run, Standard Chartered will benefit from the audiences who were engaged during this prospecting phase. The path is, campaigns will lead to conversion.
“Marketing campaigns often evaluated only on the basis of performance KPIs. However, the success of this campaign comes from its story-telling aspect. It no doubt struck a chord with consumers, who will share it organically…
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