Warc shortlists 25 for $5000 cash prize

Warc, the global marketing intelligence service, has unveiled a shortlist of 25 case studies competing for the US$5,000 Warc Prize for Asian Strategy. The cash Prize will be awarded to the case study that demonstrates the most insightful marketing strategy in Asia. 140 case studies from across the region were entered.

The cases have been scored by eight senior clients and five global strategy experts, led by Prize Chairman Miles Young, CEO of Ogilvy & Mather Worldwide. The shortlist of 25 represents the entries that received the highest scores from the judges.

“The number of entries far surpassed our expectations – and the good thing is that we all thought quality was high,” said Young. “The shortlist has been based on the critical factors that we believe underpin strategic excellence – the extent to which the cases deal radically with big business issues and the extent to which they showed the majority of insight. Some of the cases, in particular, showed breakthrough thinking on both accounts.”

India leads the way in the shortlist, with 11 entries from clients and agencies in that country. The shortlist also features case studies from Vietnam, Japan, Hong Kong, China, Malaysia, Indonesia and Taiwan, plus two multi-market campaigns. In terms of client sector, consumer goods and telecoms are the best-represented on the list of 25.

The shortlist in full, including client and agency details, is as follows. Further details at www.warc.com/asiaprize

Dove: Winning in China       

Unilever China / Ogilvy & Mather Shanghai

McDonald’s ‘Let’s Meet Up’ Campaign       

McDonald’s / TBWA Shanghai

Banking on ‘New Standards’ to drive business for Citibank       

Citibank / Publicis Hong Kong

Wyeth DIY Flashcards       

Wyeth Gold / OMD

How culture codes helped Cadbury Dairy Milk create a new chocolate occasion in India

Cadbury India / Ogilvy & Mather

Aircel Pocket Internet       

Aircel / Dentsu India

How ringing the bell can reduce violence against women       

Breakthrough Foundation / Ogilvy & Mather

Tata Sky Activ English       

Tata Sky / Ogilvy & Mather

Parachute Advansed Ayurvedic Hair Oil – Recommended by sufferers       

Parachute (Marico) / BBH

Aviva’s ‘Great Wall of Education’       

Aviva / BBDO India

Gillette WALS       

P&G India / MediaCom

Pulsar & Stunting: Creating India’s best selling sports bike       

Bajaj Auto / Ogilvy & Mather

Building a Youth Brand in a Youthful Country       

Virgin Mobile India / Bates141

BlackBerry Boys       

Vodafone Essar / Ogilvy & Mather

Nokia ‘Saviors of the Planet’       

Nokia India / JWT

The Anlene Movement       

Fonterra / BBDO

Crush eco – A simple choice can change the world       

Coca-Cola    

Stride Japan Launch       

Nihon Kraft / McCann Erickson

KY       

Seiyu / Momentum

Imam Muda       

Astro / Y&R Malaysia

Turning a human touch into business advantage       

Shangri-La / Ogilvy & Mather

Axe, ‘Call Me’       

Unilever / BBH

Invisible Dad       

Sony Handycam / Ogilvy & Mather Taiwan

Cafe Viet: Are you man enough?       

Nestle Vietnam / Lowe

OMO: Say it with kids       

Unilever Vietnam / Lowe

Subscribers to www.warc.com can read the full shortlisted papers on the site from today.

The judges will now discuss the highest-scoring entries and vote for which entries deserve to be highly commended, and which one entry will take home the $5,000 cash Prize. The highly commended entries and the winner will be unveiled in early June. To keep up to date with the latest developments, follow @warcasia and @warceditors on Twitter, or go to the Prize website at www.warc.com/asiaprize.