warc asian strategy

8/6/2019 WARC Asian Strategy

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Warc Prize for Asian Strategy

Analysis of entries


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Background to the data

How the Prize was set up

Asias first competition to focus on brilliant strategic thinking withinmarketing.

US$5,000 cash prize awarded to the best case study.

Judged by eight senior client-side marketers and six global strategyexperts.

Base for data analysis

There were 136 entries in total.

Of these, 25 were shortlisted.

Warc has collected data on all entries, including budget, sector, mediachannels used and marketing objectives


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Prize entries covered 13 different countries in Asia (this refers to thecountries the marketing activity was conducted in rather than thecountries in which it was developed). Shortlisted entries covered 12different markets.

The Prize was dominated by single-market campaigns:

Just seven out of 136 total entries were multiple-market

Just two out of the 25 shortlisted entries were multiple-market

India is the lead country in both total entries and shortlist. More than half

the shortlisted entries include India.

Markets such as Japan, Hong Kong and China overperformed, in thattheir share of entries in the shortlist was significantly higher than theirshare of total entries.

Geographic spread of entries


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Geographic spread of entries (continued)

Top 10 markets

(total entries)

No. of

entries*

India 44

Malaysia 25Singapore 14

Thailand 14

China 13

Taiwan 12

Indonesia 11

Philippines 10

Vietnam 10

Hong Kong 8

Top 10 markets

(shortlist)

No. of

entries*

India 13

China 4Japan 4

Hong Kong 3

Indonesia 3

Malaysia 3

Vietnam 3

Taiwan 2

Philippines 1

Singapore 1

* Figures refer to the number of entries that included marketing activity in that territory


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Geographic spread of entries (continued)


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Prize entries covered 15 different client categories (a small number ofentries were judged to cross two different categories). Shortlisted entriescovered 12 different categories.

Telecoms, including mobile telephony, was the biggest category amongall Prize entries. There were multiple entries on telecoms campaigns inIndia and Malaysia in particular, reflecting the high level of competition inthose markets.

Within the telecoms entries, mobile phone providers accounted for morethan half the entries (all of them from India or Malaysia), with mobilehandset brands the second most common sub-category.

However, telecoms entries were less common in the shortlist. Campaignsfor food companies, which perhaps have a longer heritage in marketing,were slightly more common.

Client sector breakdown


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Client sector breakdown (continued)


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International brands owned by non-Asian companies (e.g. Coca-Cola,McDonalds) were common among Prize entries, and dominated theshortlist. However, single-market brands owned locally (e.g. Bajaj Auto,DiGi), were well represented in both stages.

Types of brand

Type of brand


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While there were a lot of small-budget campaigns among total entries,mid-budget campaigns were more common in the shortlist. In particular,campaigns in the $3 million to $5 million range were three times morecommon in the shortlist than they were among total entries.

Breakdown by budget size

Budget (USD)


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Warc tags case studies according to marketing objective. In the Prize,cases were assigned an average of two objectives each.

Building/defending a brand position was the most common objective in

both the total pool of entries and the shortlist, followed in both cases byincreasing sales/volume. Softer objectives such as increasing awarenessand changing brand image appear in the top 5 for both groups.

Marketing objectives

Top 5 objectives (total entries) %

Build/defend brand position 56.6

Increase sales/volume 25.0

Change brand image 20.6

Increase awareness 19.1

Brand relaunch/reposition 14.0

Top 5 objectives (shortlist) %

Build/defend brand position 60.0

Increase sales/volume 20.0

Change brand image 16.0

Gain new customers 16.0

Increase awareness 16.0


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On average, Prize entries used 7.6 media channels each. Shortlistedentries used an average of 8.9.

Unsurprisingly, television was the most popular medium among Prize

entries, with 88 of the 136 entries using this media channel. TV alsodominated the shortlist, with 23 of the 25 campaigns using it.

Social media was a common feature among entries 79 entries usedsocial sites, putting this channel second only to TV. Social mediacommon in the shortlist too, appearing in 13 of the 25 shortlisted entries,though this was fewer than outdoor, newspapers and internet display.

Interestingly, TV and social media were used in combination in 33% oftotal papers, but in a much higher 52% of the shortlisted papers.

Newspapers featured heavily, but consumer magazines were usedrelatively rarely more rarely than many online channels.

Media channels


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Media channels (continued)

Top 10 channels (total entries) %

Television 64.7

Social media 58.1

Internet (microsites/widgets) 50.7

Newspapers 50.7

Outdoor 48.5

Events and experiential 45.6

Internet (display) 43.3Word-of-mouth, viral 38.2

Public relations 37.5

Magazines (consumer) 32.4

Top 10 channels (shortlist) %

Television 92.0

Outdoor 68.0

Newspapers 64.0

Internet (display) 60.0

Point-of-purchase, in-store 52.0

Social media 52.0

Internet (microsites/widgets) 48.0Word-of-mouth, viral 48.0

Events and experiential 44.0

Radio 44.0


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The 10 finalists

As well as the winner (Crush Eco for Coca-Cola Japans I Lohasbrand), there were nine highly commended entries.

Aside from I Lohas, the brands in the final round were Axe(Unilever), Gillette, Caf Viet (Nestl), Dove (Unilever), Citibank, Cadbury

Dairy Milk, Stride (Cadbury/Kraft), Breakthrough Foundation and Anlene(Fonterra).

These 10 finalists came from across Asia three from India, twofrom Japan, a multinational campaign, and one each fromIndonesia, Vietnam, Hong Kong and China.

Eight of the 10 came from global advertisers headquartered inEurope or the US. FMCG and food and drink dominate the list.

The winning entry used 12 media channels, including both ownedmedia (packaging) and earned media (word-of-mouth, socialmedia).


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Go to www.warc.com/asiaprize for more

Warc will publish further analysis of the Prize entries in the

coming months. Check the dedicated website for details. Warc subscribers can read all cases entered for the Prize

via the same site. Non-subscribers can visit www.warc.com/trial to sign up

for a free trial.

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