TBWA\TEQUILA\Hong Kong take out the top award at the Hong Kong Effie Awards
For the 8th year, the Hong Kong Association of Accredited Advertising Agencies (HK4As) hosted the EFFIE Awards in Hong Kong this evening, awarding the Grand EFFIE, five Golds, five Silvers and three Bronzes Awards. The gala ceremony was held at the JW Marriott Hotel and saw Levi’s Soundwash – Remixing Brand Engagement for Higher Payback – from TBWA\TEQUILA\Hong Kong star, taking out the Grand EFFIE plus three Golds and a Silver and a Bronze. This is the first time in four years a Grand EFFIE has been awarded in Hong Kong.
Sue McCusker, the Chairlady of the HK4As, says “The EFFIEs uphold the spirit of this industry by encouraging agencies and clients to deliver highly effective creative campaigns which drive strong results. This year’s EFFIEs have also proven itself to be the most effective one, receiving a record-breaking of 61 entries, an increase of almost 40% of entries from the previous year.”
“There are 7 new additional specialty categories this year, which we encourage entrants, big or small, to show themselves in making good use of the media, budgets and ideas. In addition, we conducted a survey among agencies and clients on their views in submitting their work to evaluate its effectiveness. 79.6% of agency respondents and 78.9% of client respondents believe that submitting advertising campaigns to an independent body would encourage agencies or clients to put emphasis not only on creativity but on effectiveness, thus we look forward to seeing more brilliant campaigns in the upcoming EFFIEs.”
The EFFIE judging panel reflects a cross section of the industry: creative, corporate and research. Commenting on this year’s entries, judges recognized the effective use of the media mix as well as innovation ideas to attract the consumers’ attention.
“I was shown with campaigns which possess strong insights and in-depth thinking. The innovation use of media channels and the comprehensive media mix were impressive, and the winning campaigns have outstand themselves in utilizing the characteristics of each channel to spread the message effectively to their target audience. It is through understanding of the specific characteristics of each channel would a great idea be delivered effectively.” said Ms. Sylvia Lee of South China Morning Post.
Ms. Rose Yeung of 7-Eleven, another EFFIE judge, believes social media and consumer involvement will become the important factors of a marketing campaign. “The rise in use of social media allows higher involvement of consumer, which turn different marketing activities from one-way communication to more interactive and further develop to lots of excellent marketing campaigns. I believe this will be the trend in future.”
In addition to the Grand Effie, TBWA\TEQUILA won three Gold Effies and one Bronze Effie for Levi’s Soundwash; one Silver Effie for the Levi’s ‘Rule The Night’ campaign; and two Merits for Standard Chartered Bank campaigns, making it the most awarded agency of the evening.
Commenting on the wins, Joanne Lao, Managing Director of TBWA\TEQUILA\Hong Kong said, “This is a great achievement and a real testament to our ability to understand and solve our clients’ business issues from a creative and strategic approach. These wins are also a tribute to our clients, who work in close partnership with us to develop the best and most effective marketing solutions.”
Executive Creative Director, Mark Ringer, said, “Our most creative work is also our most effective and that is extremely satisfying. It’s a great reward for our dedicated team here at TBWA\TEQUILA\Hong Kong and for our fabulous clients.”
This year, 24 finalists were shortlisted to win a total of 14 awards.
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MARKETING EFFECTIVENESS
Alcoholic Beverages / Non Alcoholic Beverages
Finalist
Vitasoy New Usage Campaign
Brand: Vitasoy
Client: Vitasoy International Holdings LTD
Agency: DDB Worldwide LTD.
Agency 2: PHD
Apparel
Grand EFFIE, Gold
Levi’s Soundwash – Remixing Brand Engagement for Higher Payback
Brand: Levi’s
Client: Levi Strauss (Hong Kong) Limited
Agency: TBWA\TEQUILA\Hong Kong
Agency 2: BBH Singapore / OMD Hong Kong
Silver
Levi’s Rule The Night – Viral Videos Produces Soaring ROI
Brand: Levi’s
Client: Levi Strauss (Hong Kong) Limited
Agency: TBWA\TEQUILA\Hong Kong
Agency 2: OMD Hong Kong
Banking and Financial Services / Insurance
Finalist
Standard Chartered Credit Card – Rewards you everyday everywhere
Brand: Standard Chartered Bank (Hong Kong) Limited
Client: Standard Chartered Bank (Hong Kong) Limited
Agency: TBWA\TEQUILA\Hong Kong
Agency 2: PHD
Finalist
Getting 1.7million Hong Kongers to bank on Citibank
Brand: Citibank
Client: Citibank (Hong Kong) Limited
Agency: Publicis Worldwide (Hong Kong) Limited
Agency 2: Mediaedge:cia
Corporate Image
Finalist
Standard Chartered Marathon – Keeping Up the Belief after 15 Years
Brand: Standard Chartered Bank (Hong Kong) Limited
Client: Standard Chartered Bank (Hong Kong) Limi
ted
Agency: TBWA\TEQUILA Hong Kong
Government Services / Non Profit Organizations or Activities
Bronze
Umbrella Bags
Brand: Lotus Light Charity Society (HK) Limited (LLCS)
Client: Lotus Light Charity Society (HK) Limited (LLCS)
Agency: Grey Advertising Hong Kong Limited
Finalist
Sight for All
Brand: ORBIS
Client: Project ORBIS International Inc
Agency: Ogilvy & Mather Advertising
Finalist
Earth Hour
Brand: WWF Hong Kong
Client: WWF Hong Kong
Agency: Leo Burnett Limited
Pharmaceuticals / Medical Care
Finalist
Wyeth PE Gold Launch
Brand: Wyeth PE Gold
Client: Wyeth (H.K.) Limited
Agency: Leo Burnett Ltd
Supermarkets / Restaurants / Fast Food / Shops and Stores
Silver
Wellcome Home
Brand: Wellcome Supermarket
Client: The Dairy Farm Company Ltd
Agency: McCann Worldgroup Hong Kong
Agency 2: Universal McCann
Bronze
The Hunt for Dim Jack
Brand: McDonald’s
Client: McDonald’s Restaurants (HK) Ltd.
Agency: DDB Worldwide Ltd.
Agency 2: OMD Hong Kong
Finalist
Cheesy 6 “Let’s Cheese Up”
Brand: Pizza Hut Hong Kong
Client: Pizza Hut Hong Kong Management Limited
Agency: EURO RSCG Hong Kong
Agency 2: Mindshare
Finalist
Love What You Love
Brand: 7-Eleven
Client: 7-Eleven Hong Kong
Agency: Leo Burnett Limited
Telecommunications
Finalist
With Speed, Life is Real
Brand: Hong Kong Broadband Network Limited
Client: Hong Kong Broadband Network Limited
Agency: M&C Saatchi (HK)
Transportation
Gold
Not just another free iPhone App
Brand: MTR Corporation Limited
Client: MTR Corporation Limited
Agency: Twohundred Limited
Agency 2: Pro Marketing
Silver
Please Excuse Us
Brand: MTR
Client: MTR Corporation Limited
Agency: thinking without thinking
Travel / Tourism
Finalist
It’s In Our Nature
Brand: Shangri-La Hotels and Resorts
Client: Shangri-La International Hotel Management Ltd.
Agency: Ogilvy & Mather Advertising, HK
INDUSTRY & SPECIALTY
The Brand Experience
Gold
Levi’s Soundwash – Remixing Brand Engagement for Higher Payback
Brand: Levi’s
Client: Levi Strauss (Hong Kong) Limited
Agency: TBWA\TEQUILA\Hong Kong
Agency 2: BBH Singapore / OMD Hong Kong
Silver
Sight for All
Brand: ORBIS
Client: Project ORBIS International Inc
Agency: Ogilvy & Mather Advertising
Media Innovation
Gold
M Selections – Chicken Bacon Deluxe
Brand: McDonald’s
Client: McDonald’s Restaurants (HK) Ltd.
Agency: DDB Worldwide Ltd.
Agency 2: OMD Hong Kong
Silver
Future Daily on April Fool
Brand: Metro Publishing HK Ltd
Client: Metro Publishing HK Ltd.
Agency: McCann Worldgroup (Hong Kong)
Agency 2: pill & pillow
Bronze
Levi’s Soundwash – Remixing Brand Engagement for Higher Payback
Brand: Levi’s
Client: Levi Strauss (Hong Kong) Limited
Agency: TBWA\TEQUILA\Hong Kong
Agency 2: BBH Singapore / OMD Hong Kong
Media Idea
Gold
Levi’s Soundwash – Remixing Brand Engagement for Higher Payback
Brand: Levi’s
Client: Levi Strauss (Hong Kong) Limited
Agency: TBWA\TEQUILA\Hong Kong
Agency 2: BBH Singapore / OMD Hong Kong