KFC, Unilever, Disney: winners list of The Drum Digital Advertising Award APAC 2019

KFC, Unilever, Disney: winners list of The Drum Digital Advertising Award APAC 2019

KFC, Marina Bay Sands and Unilever are some of the innovative brands winning big at The Drum Digital Advertising Awards APAC 2019.

Taking place at JW Marriott Singapore South Beach on Friday 4 October, the black-tie event saw Mindshare China take home the coveted Grand Prix, Best Mobile Campaign and Best Branding Campaign.

KFC is a frequent winner of these awards so it’s no surprise they took home three awards for Colonel KL.

E-sports has roughly 111 million players in China. When looking at how to penetrate this space, KFC and Yum! China realised it needed to become an integral part of League of Legends, the world’s most popular e-Sport game.

Mindshare China created a HTML 5 version of Colonel KI housed in KFC’s app, allowing fans to log into the app to check out mobile-exclusive predictions and deals. It not only placed mobile front-and-centre of Colonel KI’s activities, but also fed into KFC’s CRM business activity.

The judging panel explained that the campaign was a good use of data which aligned the brand to a huge target market in eSports and League of Legends. They said: “This was a smart creative execution which integrated the predictions into the app, offered exclusive coupons and captured data for CRM, tying the campaign together.”

For their work with the Marina Bay Sands, Red2Digital took home the Chair Award and Best SEO Campaign.

Although MBS is one of Singapore and the world’s leading luxury resorts, they operating in an increasingly competitive market, particularly in South Korea. To turn around MBS’ fortunes they implemented a new strategy and platform that brought together consumer insights, SEO and performance SEO content marketing.

Mindshare Indonesia and Unilever snapped up Best Campaign on an E-commerce Platform and Best Video Campaign.

To launch its new “Unicorn” variant, Cornetto created a six-minute short film about a typical teenage romance. However, getting teenagers to watch this entire video online could be seen as a near impossible task. In order to build awareness for their new variant, increase engagement, and ultimately drive sales, Cornetto developed an innovative programmatic strategy to drive their product launch.

The campaign was chosen for its quality of thinking, executional strength and innovative deployment of long form video. The judges expressed that it was a great Indonesian example of strategy (local insight), media understanding (Facebook) data partnerships (Lazada) and brand voice to drive a full-funnel approach.

The following is a complete list of winners:

Grand Prix

Mindshare China for KFC

Chair Award

Red2Digital for Marina Bay Sands

Most Effective Media Agency

Entropia

Best Ad Ops Team

Unruly

Best Digital Advertising Team

Acquire NZ

Best Campaign on an E-commerce Platform

Mindshare Indonesia for Unilever

Best Use of Data for Creativity

Moving Walls for Shell

Best Video Campaign

Dentsu Aegis Network for DB Breweries

AND

Mindshare Indonesia for Unilever

Best Mobile Campaign

Mindshare China for KFC

Best Paid Social Campaign

PHD Taiwan for Unilever

Best Use of Performance

Forward PMX for Uber Eats

Best PPC Campaign

Kayo Sports for Kayo

Best SEO Campaign

Red2Digital for Marina Bay Sands

Best Cross Platform Campaign

Blanc by Entropia for AIA Malaysia

Best Branding Campaign

Mindshare China for KFC

Most Effective Use of Data

Clear Channel Singapore for The Walt Disney Company (South East Asia)

Most Effective Programmatic Media Partnership

Cadreon Malaysia for KFC Malyasia

Best Sell-Side Technology for Programmatic Trading

Publift

Best Buy-Side Technology for Programmatic Trading

The Trade Desk

Best High Impact Campaign

Blanc by Entropia for Pos Malaysia Limited

The Drum Digital Advertising Awards APAC took place at the JW Marriott Singapore South Beach on Friday 4 October 2019. Register your interest for the 2020 awards here.

Partners of these awards are AdColony, OpenX, Telaria, Unruly and Xandr.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.