2015 apac effie report

1© Copyright: GfK | 2015 APAC Effie Report

2015 APAC EFFIE REPORT

In collaboration with


1. Executive Summary

2. Objectives and Methodology

3. Key Findings:

The Markets

Campaign Goals & Target Audience

Communication Touchpoints

Paid Media Expenditures

Using Research

4. Key Takeaways

Contents


The APAC Effie Report is a study that draws key insights and trends of effective marketing

communications based on intelligence gathered from the APAC Effie Awards 2015 entries

submitted across 17 markets.

11 components are used in the study to compare and understand the key traits of the effective marketing.

Some of these include campaign goals, communication touchpoints, target audience and media

expenditure.

Brands continue to use multiple touchpoints to reach out to their audience, notably so in the most effective

campaigns. Digital touchpoints are most commonly engaged in the Asia Pacific region, with

Online/Interactive, Social Media and Consumer Generated Content being the top 3 on the list. Consumer

Generated Content has the highest share amongst medalists and showed a growth of 34% over last year.

Digital and TV dominate as hero touchpoints. While use of TV showed a drop of 1%, it remains as one of

the most significant after Online/Interactive.

The study also saw a quarter of the winners from the Small Budget Category, reaffirming that the

successful campaigns can indeed be achieved with minimal or no media expenditure.

Executive Summary


1. Objectives and Methodology


Report Objectives

Profile cases

submitted in the APAC

Effie Awards 2015

and provide expert

commentary based on

intelligence gained

Understand the

characteristics of

winners

based on components such

as campaign goals, target

audiences, use of

communication touchpoints,

paid media expenditure


Methodology: Data used in this report is based on the

submission of entries.

MarketsCommunication

TouchpointsUsed

ResearchMarketing

ComponentsCampaign

Goals

Category Submission

Own Media/Sponsorship

TargetMarket

Paid Expenditure

Primary Target

Audience

OverarchingObjective


2. Key Findings


The Markets


9

Participants from 17 Markets: Representing 1/3 global ad

dollars. Australia, India and NZ achieved the highest medal

conversion rate.


Single Market Entries:

Campaign Goals & Target Audience


• Cases must have ran in the Asia Pacific region from 1 July 2013 to

30 September 2014.

• Any marketing communications efforts that have demonstrated how you

tackled your client’s objectives that have made an impact during this

period can be entered.

Single Market Qualifications


Campaign Goals: More than half of the campaigns have

tangible business results

Campaign Goals Total Entries

Overarching

Objective Medalists Index

Increase sales, volume, increase market share 25% 104%

Increase awareness 10% 113%

Build brand equity, Increase brand loyalty, Retain

existing customers14% 77%

Develop, revitalize market (category growth), Gain new

customers9% 112%

Reach out to new audience 4% 104%

Build, defend brand position 6% 98%

Gain trail 4% 42%

Brand launch 7% 41%

Government and social aims 7% 155%

Brand relaunch, reposition 6% 79%

56%

50%

41%

34%

32%

21%

17%

13%

12%

11%

58%

56%

32%

39%

33%

21%

7%

5%

19%

9%


Campaigns targeting at mass audience and brand

influencers have the highest conversion index

Target Audiences Total Entries

Primary Target

Audience Medalists Index

Mass, public 23% 130%

Young people (20-35) 21% 84%

General consumers 11% 97%

Women 10% 81%

Parents/Families 8% 62%

Housewives/Homemakers 5% 62%

Men 5% 76%

Teens (13-19) 2% 58%

Brand Influencers 2% 167%

Boomers (45+) 1% 48%

Children (12 and below) 1% 69%

45%

42%

29%

26%

20%

20%

16%

15%

11%

5%

4%

58%

35%

28%

21%

12%

12%

12%

9%

19%

5%

4%


Case Study: Branded Content Campaign

Targeting at Mass Consumers


The overall objective for Unilever, was to educate consumers

who lived in media dark geographies about their brands. With

no electricity for 8-10 hours every day, this couldn’t be done

using traditional media like TV and Radio. Kan Khajura Tesan

was an answer to address this problem. By transforming their

rudimentary mobile phones, we were able to give them

something they didn’t have- THE KAN KHAJURA TESAN- A

15 minute free, on-demand, entertainment channel that

worked with just a missed call.

2015 APAC Effie Awards Case Studies

Lead Agency Brand/Client

Lowe & Partners Worldwide Hindustan Unilever

Category

Branded Utility

Kan Khajura Station: From the ‘Dark’ to Connectivity


Communication Touchpoints


Radio

Cinema

Consumer

Involvement

Interactive/

Online

TV

Print

PR

Social

Media

The most effective brands focus communication strategy on

using multiple touchpoints


Winners are using more touchpoints

12.5

12.3

14.9

Gold

Silver

Bronze

All entries in 2015: 12.3All winners in 2015: 13.2

7.5

7.6

7.3

Gold

Silver

Bronze

All entries in 2014: 6.3All winners in 2014: 7.5


Interactive/Online topped all entries.

Consumer Engagement topped medalists.

77%

71%

88%

54%

50%

45%

36%

32%

29%

30%

78%

71%

64%

48%

43%

40%

36%

29%

26%

24%

Total Entries Medalists

Interactive/Online

Social Media

Consumer Involvement/User Generated

TV

PR

Print

Retail Experience

Events

Mobile/Tablet

Radio

-

-

3%

1%

-

2%

1%

1%

1%

1%


Digital and TV dominate as hero touchpoints

50%

38%

36%

23%

21%

20%

9%

14%

9%

13%

54%

38%

38%

21%

16%

14%

12%

12%

9%

8%


Interactive/Online

TV

Social Media

OOH

PR

Print

Events

Mobile / Tablet

Retail Experience

Guerrilla


Case Studies: Innovative Use of Touchpoints


Huge artworks were created in rice paddies by planting

different colors of rice, and a technology was developed called

“Rice Code” that let visitors scan the artworks like QR codes

and buy the rice itself. Scenes that cried out to be

photographed were thus transformed into a new kind of sales

space.



Hakuhodo Inakadate Village

Category

Media Innovation

Rice-code


On a bright Easter morning, Hell Pizza and their agency gathered

to watch their new Wild Rabbit billboard being installed. We also

noticed motorists slowing to take pictures. That’s because it's not

everyday you see a billboard made up of the skins of 650 dead

rabbits. Word spread faster than myxomatosis. In two days it

travelled from downtown Auckland to make headlines globally,

becoming one of the year’s most controversial campaigns. After

just two weeks we were forced to withdraw the pizza from sale.

Because we had sold out.



Barnes, Catmur & Friends Hell Pizza

Category

David vs Goliath

More Than One Way To Skin A Rabbit


Since 2004, drone strikes in Pakistan have killed an estimated

3500+ people, a disturbing percentage of which have been

innocent civilians and children. Drone operators routinely

describe their casualties as “Bug Splats” since humans appear

like bugs from far above. A large-scale portrait of a child affected

by an attack was laid on the ground facing up, in North Western

Pakistan, so a drone camera could transmit it to an operator’s

screen. To raise awareness, the poster was put online with the

hashtag #NotABugSplat and website with information about

drone strikes.



BBDO Pakistan Reprieve FFR

Category

GoodWorks – Non Profit

Not a Bug Splat


Government and social aims deployed digital more than

traditional media

Total

Entries

Interactive/Online 78%

Social Media 71%

Consumer Involvement/User

generated64%

TV 48%

PR 43%

Print 40%

77%

73%

67%

46%

58%

31%

Government

and social aims

Increase

awareness

Develop, revitalize market,

Gain new customers

Attract, support

distribution, suppliers

79%

78%

64%

38%

52%

29%

83%

79%

71%

44%

49%

32%

86%

64%

79%

64%

57%

36%


Case Study: Use of Digital Media as Key

Communication Touchpoint


Since 2004, drone strikes in Pakistan have killed an estimated

3500+ people, a disturbing percentage of which have been

innocent civilians and children. Drone operators routinely

describe their casualties as “Bug Splats” since humans appear

like bugs from far above. A large-scale portrait of a child affected

by an attack was laid on the ground facing up, in North Western

Pakistan, so a drone camera could transmit it to an operator’s

screen. To raise awareness, the poster was put online with the

hashtag #NotABugSplat and website with information about

drone strikes.



BBDO Pakistan Reprieve FFR

Category


Not a Bug Splat


Paid Media Expenditure


29% 30% 24%14%

11%5% 11%

14%

10%

5%

11%16%

17%

15%

12% 13%

26%

35%23%

27%

3% 5% 6%5%1%4% 5% 3%

All Entries in 2015 All Entries in 2014 Medalists 2015 Medalists 2014

20M and over

10M - under 20M

5M - under 10M

1M - under 5M

500K - under 1M

250K - under 500K

100K - under 250K

Under 100K

Small is still beautiful...1/4 of winners from small budget

entries


Case Study: Use of Social Media with Zero

Media Budget


There are 24 million child brides in India. That’s 60% of the

world’s total. Last year 107 countries co-sponsored UN’s first

ever proposal to end this social evil. India refused. Even our

media overlooked this issue. With no marketing budget we

decided to bring national attention to this issue by starting the

white bindi movement as a sign of protest and solidarity. The

movement caught on like wildfire getting over 22 million media

impressions, support from all corners, and helped start

education drives in 160 villages against this social evil.



Havas Worldwide Child Survival India

Category


No Child Bride


Using Research


Research helped produce medalists. All medalists used

research for campaign planning.

Types of Research

Qualitative 43%

Quantitative 29%

Segmentation 8%

Others 20%

20%

80%


Used research

Did not use research

100%


Key Takeaways


In Summary

Markets

• Participants from

17 markets,

representing 1/3

global ad dollar

and GDP

• Australia, India

and NZ achieved

the highest

conversion rate to

medalists

• Quality of work

and submission

deliver winners

1Goals & Touchpoints

• Most entries have

tangible business

results in their

campaign goals

• Most brands are

using multiple touch-

points

• Winners are using

more touchpoints

• Digital and TV are

key hero

touchpoints

Winner Insights

• 1/4 of winners from

small budget entries

• All medalists used

research for

campaign planning

2 3


THANK YOU

2015 apac effie report

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