David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.

2023 SILVER

Khul Ke Roar

CSD is a ginormous category with over 3200 million liters consumed annually, saturated with dominant long time players, who have claimed almost every positioning and space, making it a difficult category to enter. Launching a new brand in the "energy" subcategory was challenging with Sting owning 97% market share, and according to new government regulations, we could not use the term "energy". The campaign demonstrates effectiveness where a new brand took on giants in the CSDs "energy" subcategory whilst being at a disadvantage, and still succeeding.

Brand: Roar
Client: Coca Cola
Agency: Adcom Pvt. Ltd.
Language: English

2023 SILVER

Trust Bank Launch Campaign

Trust is the first digitally-native bank in Singapore, one of the most saturated and competitive consumer finance markets in the world. We launched the bank with a focus on supporting mainstream, everyday people. Our launch was tailored to reach them with immediate tangible benefits. The unlimited referral bonus was the centrepiece and made the campaign viral. We achieved 100,000 sign-ups within 10 days, and catapulted Trust into the Top 5 consumer financial brands for brand recognition.

Brand: Trust Bank Launch Campaign
Client: Trust Bank Singapore Limited
Agency: Irisnation Singapore Pte Ltd
Language: English

2023 SILVER

Singapore's Favourite Side Trip

Gojek couldn't beat Grab in Singapore. Moreover, it was also plagued by a perception of being unreliable. Gojek was always relegated to being the Plan B for all Sinagporeans. The brand decided to turn its weakness into strength, using its position as Singapore's perennial plan B to establish reliability and trust - after all, a Plan B never fails! With a campaign around a hit pop song, Gojek drove reliability, usage and consideration and won a place in Singapore's hearts.

Brand: Gojek
Client: Gojek
Agency: Forsman & Bodenfors
Language: English

FINALISTS

Qik Banco Digital Qikverso - Más fácil, posible

Qik Banco Digital Deja de hacerte cocote con Qik

Nurpur Nurpur Restage 2023-Breakfast Badlo