This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
Times Have Changed
Faced with ambitious life insurance growth targets and intensifying competition, Income focused on winning in its biggest customer segment: women. By committing to changing with the times and calling out the industry to do the same, Income earned women’s attention and affinity. Market share shot to a record high in several years.
- Brand: Income
- Client: Income
- Agency: BBH Asia Pacific
Little Big Travellers: Millenial Parents' Guide To Travel
There’s never been a better time to be a traveller, and a worse one to be a hotel brand. Tough times call for smart measures; ours was to inspire millennial parents and their little big travellers to brave the world. By helping these parents to reconcile the me-first thrill of millennial travel with the kids-first responsibility of family travel, we helped Holiday Inn to find relief from mounting pressure from other hotels and short-term rental (read: Airbnb), and lift brand perception and revenue from Singapore travellers in AMEA markets.
- Brand: Holiday Inn
- Client: InterContinental Hotels Group (Asia Pacific) Pte Ltd
- Agency: Ogilvy & Mather Singapore
HP The Wolf
It’s time to rethink your office printer. “The Wolf,” a dramatic episodic series starring Christian Slater, exposes the many ways in which a hacker can bring down an organization through one of the most overlooked office devices: the printer. The campaign fundamentally shifted the perception of printer security and the HP brand among IT professionals and and brought declining industry B2B printer sales up by 6%.
- Brand: HP
- Client: HP
- Agency: Giant Spoon