WARC Awards for Asian Strategy
Welcome to WARC’s search for the best strategic thinking from Asia’s marketing industry.
Grand Prix
Not just a Cadbury ad
Cadbury Celebrations
Ogilvy India, Wavemaker India
Mondelez Foods India Pvt. Ltd.
India
Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.
An interactive YouTube ad showing the emotion of gift-giving tagged local stores in the catchment area it was served, and a microsite allowed people across India to log in and trigger a geo-customised local version of the ad.
The campaign shored up consumer and trade sentiment and grew sales.
Gold
Stop the beauty test
Dove
Ogilvy India, Hindustan Unilever Pvt. Ltd.
Hindustan Unilever Pvt. Ltd.
India
Dove targeted women in India with a purpose-driven multi-media campaign to influence the discourse on beauty and self-esteem while also boosting brand love and purchase consideration.
Timelines
SK-II
Forsman & Bodenfors Singapore
Procter & Gamble
China (Mainland), Japan, South Korea, United States
SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.
Silver
Stand-up comedy restaurant
Pizza Hut
Mindshare China
Yum! China
China (Mainland)
Don't hang your privacy out
Bosch
BBDO China
BSH Home Appliances (China) Co., Ltd.
China (Mainland)
Share the load
Ariel
BBDO India Pvt. Ltd.
Procter & Gamble India
India
India! Periods are red, not blue
RIO Pads
The Womb Communications LLP
Nobel Hygiene
India
Bronze
Preserve a piece of childhood
Guanghe
BBH China
Kraft Heinz China
China (Mainland)
Barber Suraksha Programme
Gillette
GREY India
Procter & Gamble
India
One Ginebra Nation
Ginebra San Miguel
Dentsu One Manila
Ginebra San Miguel, Inc.
Philippines
The growth of Colonel KI
KFC
Mindshare China
Yum! China
China (Mainland)
Killer Recipes
Unilever Food Solutions (UFS)
Mindshare China, Dentsu Mcgarrybowen China
Unilever
China (Mainland)
Use any soap
Lifebuoy
MullenLowe Lintas Group India, MullenLowe Singapore
Unilever
Asia (general region)
An auction that built price premium
Mahindra Thar
The Womb Communications LLP
Mahindra & Mahindra
India
Shortlist
Homecourt
Milo
Nestlé Philippines Inc., Ogilvy & Mather Philippines Inc.
Nestlé Philippines Inc.
Philippines
#PepsiSaveOurRestaurants
Pepsi
Wunderman Thompson, Mindshare India
PepsiCo India Holdings Pvt. Ltd.
India
5G Live - tomorrow's tech for today's problems
Maxis
Publicis Groupe Malaysia
Maxis Broadband Sdn Bhd
Malaysia
Heartwork – an ode to unsung heroes
Lay's
Wunderman Thompson
Pepsico, Inc.
India
An oily love story
Pond's Men
Ogilvy Singapore
Unilever
Indonesia
Health insurance for the healthy
ManipalCigna Health Insurance
McCann Worldgroup India
ManipalCigna Health Insurance
India
2021 Judges
A judging panel of industry experts, chaired by Lynette Pang, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, will be reading the entries.
The impact that insightful and strategic thinking can bring to the table should never be underestimated. As Asia moves determinedly forward to bounce back strong from the changes wrought by the global pandemic, the role of strategists and strategic marketing becomes mission-critical. I am thrilled to be the Jury Chair for this year’s WARC Awards for Asian Strategy and look forward to seeing compelling entries that will serve as both a showcase of, and guiding light for, Asia's next generation of strategists and the ongoing evolution of what strategy means.
Assistant Chief Executive, Marketing Group, Singapore Tourism Board
Key Dates 2021
Call for Entries |
The WARC Awards for Asian Strategy are open for entries from |
14th April 2021 |
Deadline |
Enter your case study for the 2021 Awards |
14th July 2021 |
Shortlist |
Shortlisted campaigns will be announced |
15th September 2021 |
Winners |
The winning campaigns from the shortlist will be announced |
25th October 2021 |
About
Futureproofing strategy:
Looking ahead with the next generation
Previously known as the WARC Prize for Asian Strategy, the Awards were launched in 2011 to showcase Asia’s smartest marketing thinking, highlighting breakthrough ideas from across the region. Now in its eleventh year, the Awards remain free to enter and are open to clients and agencies in any marketing discipline.
This year’s Awards aim to celebrate strategy as a marketing discipline and career, looking ahead to how the next 10 years will be shaped by new thinking and talent.
The Awards focus on strategic thinking, but we also need to know that the strategy worked. We want to reward strategic thinking that helps clients solve real-life problems and provides a base for future growth. Entrants need to show a link between their strategies and the effectiveness of the marketing activity.
The set-up remains simple: use the Entry Form to tell the story of a great piece of marketing strategy. Each campaign or initiative should be entered just once to qualify for the medals on offer as well as the Special Awards.
Open for entries until 14 July (9am BST). If you need an extension please contact warcawardsasia@warc.com.
Awards structure
There will be a Grand Prix awarded to the best paper, plus five Special Awards recognising specific areas of excellence. The Special Awards for 2021 are:
The E-Commerce Excellence Award
for the best use of e-commerce platforms and features to further amplify brand objectives.
The Early Adopter Award
for the best example of a brand using a new innovation or emerging tech or platform.
The Long-Term Strategy Award
the best strategy designed to build a long-term brand platform, executed over a period of three years or more.
The Customer Journey Award
for the best example of a brand creating a compelling path to purchase.
The Research Excellence Award
for the best use of research in the development of strategic ideas.
The judges will nominate entries they think deserve to be considered for these Special Awards.
Insights & Inspiration
10 Year Retrospective
Recollections and reflections through the lens of past winners, judges and members of the WARC team
Previous winners
There were 18 winning case studies in the 2020 competition, with UCash & Shwapno: Project AgroBanking, through Grey Bangladesh, taking the Grand Prix.
United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.
AgroBanking reached more than 100 locations and 122,000 new bank accounts were opened.
