Influencer Marketing
Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.
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2019 BRONZE
Ministry of Do Nothing
The RTD tea market in Taiwan is highly sophisticated and fiercely competitive. Our brand, Real Leaf, had been stuck at No.2 for years, lagging far behind the dominant brand, Tea King. In 2018, Real Leaf launched a new variant, with theanine, a relaxation-inducing ingredient. To break through the impasse, we decided to rise above and explore relaxation at a higher societal level. Since Taiwan is an excessively hardworking society, we created a social movement leader, the Minister of Do Nothing, who lead people to champion relaxation as a societal emergency. After the champaign, Taiwanese workers were gripped by the philosophy of Do Nothing, and with just one campaign, Real Leaf overtook Tea King, and Real Leaf’s market share reached a historical high.
Brand:
Real Leaf
Client:
Coca Cola Taiwan
Agency:
Ogilvy Taiwan
Language:
Mandarin
2019 BRONZE
The Freaking Awesome Chevrolet Owner's Dream Comes True
Last year a Shanghai man drove his Equinox with a Shanghai C plate across the Continent to realize his parents' dream of overseas travelling. His video of spreading a China national flag in front of Eiffel Tower aroused great social echo. Chevrolet seized the opportunity and helped him to set trip destination at Oriental Pearl Tower, demonstrating that Shanghai C plate car can go everywhere in the world even Shanghai city center so long as you have a dream. Chevrolet successfully maximized impact of advertisement in a PR way.
Brand:
Chevrolet
Client:
SAIC General Motors Corporation Limited
Agency:
Hylink Shanghai
Language:
Mandarin
FINALISTS
KFC
KFC Degustation
Tourism New Zealand
A 'Booster' of Happiness
Oreo
How Oreo influenced a Billion cricket fans
