UM, Ikon, Starcom and Razor fly the flag for Australia at Festival of Media Asia
Nike She Runs wins for Razor
UM, Ikon Communications, Starcom and Razor were among the Australian winners at the Festival of Media Asia tonight, an event that recognises the best in media thinking.
Independent media agency Razor won best engagement strategy for its She Runs female-only running event for Nike, and UM’s McDonald’s Gets Grilled won best communications strategy.
Ikon’s Share a Coke campaign for Coca-Cola won best use of social media, and Starcom – which was the most shortlisted Australian agency – won best entertainment platform with You’re Not You When You’re Hungry for Snickers.
Australian companies won in four of fifteen categories. A third of shortlisted entries were from Australia.
Media network of the year went to Mindshare.
The winners list in full:
Best Engagement Strategy
- Nike She Runs, Nike, Razor, Australia – WINNER
- Million Reasons to Believe in Thailand, Coca-Cola, Initiative, Thailand – highly commended
Best Entertainment Platform
- You’re Not You When You’re Hungry, Snickers, Starcom, Australia – WINNER
Best Contribution to a Campaign by a Media Owner
- MTV VJ Jose Kidnapped for Axe Shower Gel, Axe, MTV – WINNER
Best Digitally Integrated Campaign
- Wyeth Learning Surprise Video Library, Wyeth Gold, OMD, Hong Kong – highly commended
Best Event/Experiential Campaign
- Kissanpur – World’s First Crowd Sourced Tomato Farm, Kissan, Mindshare, India – WINNER
- Share a Coke, Coca-Cola, Ikon Communications, Australia – highly commended
- World’s Longest Catwalk, Ecco, UM Australia – highly commended
Best In-Store Activation
- SEA’s Largest Cholesterol Check Delivers Large Sales, Nestlé Omega Plus, Mindshare, Malaysia – WINNER
Best Social Media Strategy
- Share a Coke, Coca-Cola, Ikon Communications, Australia – WINNER
- Ayo Indonesia Bisa, Unilever, Mindshare, Indonesia – highly commended
- Wyeth Learning Surprise Video Library, Wyeth Gold, OMD, Hong Kong – highly commended
Best Targeted Campaign
- Smarter Cities Connect, IBM Corporation, Ogilvy & Mather, Singapore – WINNER
Best Use of Content
- National Night, BBH Asia Pacific, Singapore – WINNER
Best Use of Emerging Technology
Chinese New Year McGreeting, McDonald’s, OMD, Hong Kong – WINNER
The Creative Use of Media Award
- Million Reasons to Believe in Thailand, Coca-Cola, Initiative, Thailand – WINNER
The Effectiveness Award
- Seduction in a Bottle, Slice, Mindshare, India – WINNER
The Public Service Award
- Million Reasons to Believe in Thailand, Coca-Cola, Initiative, Thailand – WINNER
Best Use of Mobile
- One Missed Call, Wheel Detergent, OMD, India – WINNER
- Chinese New Year McGreeting, McDonald’s, OMD, Hong Kong – highly commended
Best Communications Strategy
- McDonald’s Gets Grilled, McDonald’s, UM, Australia – WINNER
- Million Reasons to Believe in Thailand, Initiative, Thailand – highly commended
Campaign of the Year
- Million Reasons to Believe in Thailand, Coca-Cola, Initiative, Thailand – WINNER
Agency of the Year
- OMD Hong Kong – WINNER
Network of the Year
- Mindshare – WINNER
From Robin Hicks in Singapore
