Retrospective: Spikes Asia 2014 (Day 3)

Spikes Asia Festival of Creativity 2014 – an action-packed four day affair, bringing together the most creative and innovative in Asia. The last and final day saw Facebook, and the annual Spikes Asia Awards ceremony and extravagant after-party. Check out our coverage of day 1 and day 2!

Friday 26th September

FACEBOOK

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“Stop marketing at people, and start marketing for people”, Sarah Bennison, Head of Content Marketing, APAC, Facebook. Sarah explained that mobile should not be an afterthought, and it should be at the forefront when building campaigns.

In June 2014, Facebook conducted a study to find out how to maximise ad creatives for increased business results. Sarah tells of the key elements:

  • Brand link: How easy is it to identify the brand?
  • Brand personality: Does the ad fit with the brand’s personality?
  • Emotional reward: Does the ad appeal to you emotionally?
  • Noticeability: While browsing, does the image grab your attention?
  • Call to action: Is there a clear call to action?
  • Focal point: Is there an obvious focal point in the image?
  • Informational reward: Does the ad have interesting information?

Check out the full white paper here!

Storytelling is not an easy task for a brand, and not many nail it. Sarah shares with the audience a few principles:

  • Be authentic: Consumers have a wealth of information at their fingertips. If you are different online and offline, it is difficult to build trust with audience.
  • Be useful: Provide useful tips for your market, that will capture their attention.
  • Be relevant: When doing the above, make sure it is relatable for your target.
  • Be entertaining: Sarah shared the Wendy’s Pretzel Burger Love Songs commercials as an example.
  • Be timely: Brands can now target potential customers 24/7 because of mobile. Therefore, it is easier to be part of general conversation that is happening online.
  • Integrate: Sarah showcased Facebook Studio Awards winner, Newcastle Brown Ale’s “If We Made It” campaign, as an example.

AWARDS

From an astounding 4,984 entries across all 18 categories, jurors selected 472 to be awarded with the various prestigious accolades.

The Spikes Asia Awards Ceremony was held at the Marina Bay Sands Grand Theatre in Singapore. The Coca-Cola Company, Asia Pacific, flew in drones as they went up on stage to be crowned as Advertiser of the Year.

Advertiser of the YearThe Coca-Cola Company flying in drones.

Photo Credit: Spikes Asia

Dentsu Tokyo’s Sound of Honda was a huge hit, clinching an outstanding four Grand Prix. Dentsu Tokyo walked away with the Agency of the Year award.

Agency of the YearDentsu Tokyo on stage to receive Agency of the Year.

Photo Credit: Spikes Asia

After the ceremony, all delegates, speakers and winners got to party late into the night at the beautiful Clifford Pier, a delightful way to wrap up the festivities.

Spikes Asia 2014 has truly been inspirational as well as exceptional. Check out all the winners and their amazing works here!

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Below is the list of winners in the various categories:

Branded Content & Entertainment (sponsored by evidently) – 20 winners: 1 Grand Prix, 3 Gold, 5 Silver, 11 Bronze

Grand Prix: Clemenger BBDO Melbourne, Australia, ‘Melbourne Remote Control Tourist’, Tourism Victoria

Creative Effectiveness – 5 winners: 1 Grand Prix, 4 Creative Effectiveness Spikes

Grand Prix: Havas Worldwide Sydney / One Green Bean Sydney, Australia, ‘How Doug Pitt’s Bro Helped Virgin Mobile Punch Above its Weight’, Virgin Mobile Australia

Design – 34 winners: 1 Grand Prix, 5 Gold, 10 Silver, 18 Bronze

Grand Prix: Dentsu Chubu Nagoya / Lens Associates Nagoya, Japan, ‘Mother Book’, Kishokai Medical Corporation

Digital – 29 winners: 1 Grand Prix, 3 Gold, 10 Silver, 15 Bronze

Grand Prix: Dentsu Tokyo, Japan, ‘Sound of Honda / Ayrton Senna 1989’, Honda Motor Company

Direct – 43 winners: 1 Grand Prix, 5 Gold, 17 Silver, 20 Bronze

Grand Prix: Clemenger BBDO Melbourne, Australia, ‘Melbourne Remote Control Tourist’, Tourism Victoria

Film (sponsored by Revolver Will O’Rourke) – 30 winners: 1 Grand Prix, 5 Gold, 8 Silver, 16 Bronze

Grand Prix: Dentsu Tokyo, Japan, ‘Sound of Honda / Ayrton Senna 1989’, Honda Motor Company

Film Craft (sponsored by sixtoes.tv) – 42 winners: 1 Grand Prix, 5 Gold, 19 Silver, 17 Bronze

Grand Prix: Ogilvy & Mather Singapore, ‘The Day I Visited my Son’, Unilever

Integrated – 6 winners: 1 Gold, 1 Silver, 4 Bronze

No Grand Prix Awarded

Media – 30 winners: 1 Grand Prix, 3 Gold, 11 Silver, 15 Bronze

Grand Prix: Ogilvyone Beijing, China, ‘Eyes on the Road’, Volkswagen

Mobile (sponsored by Vizeum) – 21 winners: 4 Gold, 7 Silver, 10 Bronze

No Grand Prix awarded

Outdoor – 47 winners: 1 Grand Prix, 6 Gold, 14 Silver, 26 Bronze

Grand Prix: Dentsu Tokyo, Japan, ‘Sound of Honda / Ayrton Senna 1989’, Honda Motor Company

PR – 28 winners: 1 Grand Prix, 5 Gold, 12 Silver, 10 Bronze

Grand Prix: Dentsu Y&R Tokyo, Japan, ‘Banana Trophy’, Dole Japan

Print – 20 winners: 1 Grand Prix, 3 Gold, 6 Silver, 10 Bronze

Grand Prix: Y&R Beijing, China, ‘Prometheus’, ‘Moby Dick’, ‘Don Quixote’, ‘D-Day’, Penguin China

Print & Poster Craft – 35 winners: 1 Gold, 13 Silver, 21 Bronze

No Grand Prix awarded

Promo & Activation – 48 winners: 1 Grand Prix, 4 Gold, 20 Silver, 23 Bronze

Grand Prix: Dentsu Tokyo, Japan, ‘Sound of Honda / Ayrton Senna 1989’, Honda Motor Co

Radio – 10 winners: 1 Grand Prix, 2 Gold, 2 Silver, 5 Bronze

Grand Prix: Colenso BBDO Auckland, Australia, ‘K9FM’,

Healthcare – 22 winners: 4 Gold, 5 Silver, 13 Bronze

No Grand Prix awarded

Innovation (sponsored by Mindshare) – 2 winners: 2 Innovation Spikes

No Grand Prix awarded

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Network of the Year (sponsored by Airbag Productions): BBDO

Agency of the Year (sponsored by Airbag Productions): Dentsu Tokyo

Independent Agency of the Year: Fred & Faris, Shanghai

Spikes Palm Award (sponsored by Method Studios): Collider, Sydney

Media Network of the Year: PHD

Advertiser of the Year (sponsored by Airbag Productions): The Coca-Cola Company – Asia Pacific

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Young Spikes Integrated competition (sponsored by JWT) – Philippines

Young Spikes Media competition – Indonesia

Young Spikes Digital competition (sponsored by Innocean Worldwide) – South Korea took Student Creative Award for Print (sponsored by Y&R) – Ravi Moorthy (Singapore)

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