Best Brand-Building Campaign
Gold
Campaign:
Agency:
Brand:
Pantene 14 Day Transformation
Grey Group Asia-Pacific (Singapore)
P&G
In an extremely competitive and cluttered hair-care market, the Consumer tends to believe that all brands are
the same and is disinclined to believe advertising claims.
Therefore, communicating new-ness, establishing clear brand superiority, and doing so in a believable way,
are all immense challenges. For this multi-country re-launch campaign, Pantene elevated itself in an insightful,
believable and highly convincing way, by persuading women they would see specific transformations in their
hair after 14 days.
The campaign rolled out across multiple touch-points, starting with a trial challenge for a new “Mystery
Shampoo” that was subsequently revealed to be all-new Pantene! This was followed by authentic testimonials
from multiple celebrities and bloggers about their personal product experience.
The result was the fastest recorded growth anywhere in the world ever behind an established brand restage
for P&G hair-care, and record high share, sales, and brand equity ratings for Pantene in Asia.
Best Brand-Building Campaign
Silver
Campaign:
Agency:
Brand:
Creating and Dominating the RTD Market in Vietnam by
Unlocking and Owning the Local Values of Tea
Ogilvy & Mather Vietnam
Tan Hiep Phat Beverage Group
The phenomenal success of Khong Do bottled green tea created an entirely new category in the beverage
market in Vietnam, and became the biggest beverage category, even overtaking CSD.
Where other brands had focused their attention on tired strategies of ingredient stories and celebrity
endorsements, THP created an entirely new positioning based on a deep local understanding of the values of
tea in Vietnamese culture and making them relevant to a contemporary target. Zero Degrees green tea has
consistently achieved some of the highest brand equity ratings across any category in Vietnam.
Moreover, the brand has maintained double figure sales growth and a sustained leadership position in the
market despite continued attack from many local and international competitors sustaining a share of over 50%
after 5 years.
Zero Degrees has sustained its dominant position in the market, driving continued growth for the entire
category, and in 2010 outgrew ready-to-drink green tea category that it established 5 years ago, in both sales
volume and revenue.
Best Brand-Building Campaign
Bronze
Campaign:
Agency:
Brand:
Taiwan Pavillion at Expo 2010
Ogilvy Public Relations Worldwide, Taiwan
Taipei World Trade Center/Taiwan External Trade Development Council
A warming of cross-strait relations between Taiwan and mainland China led to a spectacular breakthrough
when Taiwan was invited to participate in Expo 2010, after a 40-year absence.
In this moment Ogilvy Public Relations Taiwan, positioned Taiwan Pavilion was not just a pavilion but also a
media which could generate agreement and national pride amongst Taiwanese and helped improve crossstrait relations.
Ogilvy planned four distinct campaign stages to build the groundswell of public opinion shift required. The
campaign integrated traditional and digital media to build recognition and favorability towards the Taiwan
Pavilion. Most especially some original marketing materials were become parts of Taiwan Pavilion operation
such as the pavilion ambassadors’ campaign and the original theme song.
Eventually, all hard works brought
amazing results. In post-Expo
research, the Taiwan Expo Campaign
generated 85% agreement by the
Taiwanese that it had successfully
promoted Taiwan to the world.
Furthermore, political leaders of
Chinese and Taiwanese both praised
Taiwan Expo Campaign in the public.
The brand value of Taiwan Expo
Campaign was estimated between
US$20.9 million and US$24.1 million
and it was sold to Hsinchu City in
Taiwan. Above outstanding
achievements proved that Taiwan
Expo Campaign was the best brand
building campaign of Taiwan!