Business-to-Business

This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.

2019 BRONZE

The Art of Data Storage

Enterprise Storage has a strong growth momentum in China Market. However, IBM Storage is facing fierce challenges since local IT vendors get stronger. We have to redefine the value proposition to stand out from competitors, to increase awareness and clients' preference.

With this purpose, we created the idea by analogizing data storage with Chinese food, emphasizing resemblance between data & flour, solution & cooking methods, and data value & dishes. We continued to apply the idea to build up a series of IT Talk show name “The Art of Data Storage”, which topics focused on data storage management. The exclusive way not only delivered brand differentiation, but also impressed clients.

As a result, we broke through the serious style of B2B marketing into more attractive and compelling, increased brand awareness significantly. Most important, this campaign generated huge business opportunities and achieved revenue growth beyond the target.

Brand: IBM
Client: IBM
Agency: Ogilvy Beijing
Language: Mandarin

2019 BRONZE

Office 365 in Business Bundle

The Telekom Business Client Campaign was intended to promote the digitization of micro and small enterprises and offered Office 365 as a product. It presented the story of small and medium-sized enterprises, which are in fact the foundation of the Slovenian economy, as 77% of Slovenia work there. Therefore Telekom Slovenije offers to facilitate the daily work of entrepreneurs and small businesses, helping them to do business safely and effectively, as confirmed by consumers who rated the advertisement above average on virtually all items, and other goals were successfully achieved.

Brand: Telekom Slovenije
Client: Telekom Slovenije, d.d.
Agency: Luna \TBWA
Language: Slovenian

2018 GOLD

Fortune Cat

Business Insurance is a product that our target audience saw as taboo, or at best, a necessary evil. Even then, UOB decided to advertise it for the first time. But instead of falling victim to category tropes, UOB took a different approach. By demonstrating a deep understanding of the mentality of small businesses, UOB repositioned Business Insurance into a culturally relevant purchase. Through a highly-targeted social video, UOB was able to drive awareness and consideration of UOB Business Insurance, ultimately delivering a 4-fold growth in leads for policies.

Brand: UOB (UNITED OVERSEAS BANK)
Client: UOB
Agency: BBH ASIA PACIFIC
Language: English

FINALISTS

Eurobank Mass Media Development solutions

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