Twitch lands Grand Prix at The Drum Awards for Digital Advertising APAC

The results were revealed at a ceremony in The Drum Labs, alongside a live cast on The Drum TV.

The Grand Prix went to Twitch and 5 Gum, as did the gong for Best Use of Gaming for their ’Team Clutch’ campaign. The Chair Award, which was handed out by Manoj Mansukhani, chief digital officer of Wunderman Thompson South Asia, went to Qumin for its work with Moxy.

Together and Wendy’s New Zeland took home prizes in the Retail, E-commerce and Consumer Products/Service category and in the Most Effective Contextual Ad Targeting category for its weather-triggered TikTok campaign, while OMD with Equifax for Kiwibank snapped up the Best Paid Search Campaign and Most Effective Use of Data.

The awards were judged by a panel of experienced senior marketers from a range of companies and brands, including Microsoft, Nestle, DoubleVerify APAC, IBM Global Services, Ogilvy, Standard Chartered Bank, South China Morning Post, Publicis Groupe, LinkedIn, Vogue, Digitas and Deutsche Bank.

A complete list of the winners can be found here while the top prizes are explained further below.

Grand Prix and Best Use of Gaming

Agency: Twitch

Client: 5 Gum

With generation Z having shifted away from more traditional channels, the chewing gum brand needed to foster a meaningful connection in a new and exciting way. By teaming up with Twitch to launch Team Clutch, an elite squad made up of Australia’s favorite Twitch streamers, 5 Gum set about creating 26 hours of streams that exceeded performance, topping the Australia charts as the number one most viewed stream, highest stream and total minutes watched, along with an uplift of 14% in gaming association and 9% in purchase intent.

The judging panel was especially impressed with the insights about gamers and gum helping them to focus and the ’Clutch moment’. They said it was ”a great link to brand and activity created specifically for 5Gum’s ’Life happens in 5’.”

Chair Award, Most Effective Use of Branded Content and Best Travel/Leisure/Tourism/Sports Campaign

Agency: Qumin

Client: Moxy

Tasked with launching a new youth brand hotel in Shanghai, Qumin aimed to achieve a world first, ’The Blank Canvas Hotel’. The agency and Moxy set out to break down the notion that Chinese generation Z are the ’tang ping’ (lying flat) generation. With its brand values, it wanted to show how this generation is expressive, creative and shaping culture, not just consuming it.

Moxy was positioned as “the home for the brave” and found nine aspiring creatives and sent them custom-made concrete “mystery boxes” with a brief and tools to inspire. It enlisted them to produce unique art pieces as permanent fixtures for the hotel – sculptures, graffiti, DJ sets, installations and more. 

The campaign generated mass awareness with over 500m video views, 7m likes, 7,000 UGC videos, 443,000 homepage visits, 143,000 location tag views, 407 PR placements and a 90% occupancy rate in the weeks following.