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.
Beyond the Label
In Singapore, people with mental health conditions live in the shadow of a cultural Goliath – popular misperceptions, negative stereotypes and other widespread biases that make life miserable. NCSS wanted to encourage Singaporeans to be more supportive and inclusive – which would mean confronting this Goliath. Our campaign harnessed proven reframing techniques to deliver significant (20%, 50%, even 80%+) positive shifts in Singaporeans' knowledge, attitudes and behavior – far surpassing all its goals. So while our “slingshot” may not have slain the giant, it ‘s cut him down to size.
Brand: National Council of Social Service
Client: National Council of Social Service
Agency: McCann Worldgroup (Singapore)
Knorr Noodles Boriyat Busters
Knorr Noodles built itself on a ‘fun and adventure’ based positioning. All communications have focused on highlighting Knorr as a fun filled snack with its animated characters.Given the competitive heat around our differentiated positioning, simultaneously evolving media and entertainment landscape it was imperative that we take a leap in the way we communicate. We needed to come up with a new way of communication to reinforce and further strengthen Knorr Noodles’.We developed a platform which could take over as the natural evolution from Knorr’s original stand point of eliminating boredom.
Client: Unilever (Pakistan)
Agency: Y Production
Income: The Best Gift (from the worst parents in the world)
Branded content is hard to define. But it’s intent is clear - reach people at scale who are in an engaged state of mind and therefore more receptive to brand messages. This is exactly what Income did. With a topic that hit the nerve of society - should your child be your retirement plan? - Income shocked, surprised and made Singaporeans cry with a 5min branded content film. And with a strategy to earn coverage, fuel sharing, and drive people through the funnel, Income grew life insurance sales by 13% with declining SOV.
Agency: BBH Singapore